Remodeling Contractors: How to Create an Effective Covid-19 Page for Your Website
As states and counties reopen, how we do business is changing. Thankfully, the building industry is able to safely work under guidelines from OSHA (Occupational Safety and Health Administration), CDC (Centers for Disease Control and Prevention) and state and local authorities. While we in the industry have been focused on the details and how to return to job sites as soon as possible, clients and prospective clients have been waiting to hear from you about how their project might get to the finish line. That’s why I’ve pulled together what you need to know to build your own Covid-19 page for your website.
Your Covid-19 page is about client expectations and safety – how these precautions and new procedures affect their project while maintaining an appropriate level of safety precautions. The primary goal of the page is to reassure them that you’ve got this covered. You’re taking adequate precautions to minimize risk to your staff, subs and the client. You’re following all guidelines set out by the authorities. And you’re responsive to the needs of the client. By communicating this authentically on your website with some details about what you’re actually doing, you are also building trust. And for a homeowner who’s looking at contractors, your Covid-19 page can help you stand apart from your competition.
In pulling this together, I scoured Google for remodeling contractors that have communicated a response to Covid-19. The earliest mentions on websites go back to early March. Impressive, yet as we are now in June, those communications seem so outdated. (In my opinion, those need to be removed and new information communicated.) Consumers want to know what their contractor is doing. Few companies have pages, which I believe is an opportunity for you to create a page to stand out and build trust.
The content on your page needs to take into account the guidelines and requirements that you have to follow in your state and city as well as from the CDC and OSHA. Have those resources handy as you write the page.
Covid-19 Page Sections:
I suggest breaking down the page into sections so that someone can quickly skim to find what they’re looking for. Don’t use all of the sections below, but instead choose from these and consider what is most important to communicate to your community and reflects your company.
Note from the Company – I’ve seen heartfelt letters from presidents that put a face to the response which demonstrates leadership and commitment. A short note communicating that you’re on top of this and concerned for the safety of everyone involved in your projects. In lieu of a note I’ve also seen a short video from the head of a company. (See link to Schloegel in the Resources below.)
Office / Showroom Guidelines – If someone comes into the office or showroom, what new procedures will they experience? What are you doing to protect your staff and customers?
Job Site Guidelines – This is where you can get specific about what you’re doing. You don’t have to give all details, but you can share some of the more visible and potentially disruptive guidelines such as enforced social distancing in some of the more restricted areas. It’s also an opportunity to share what you’re doing above and beyond the guidelines. What is the policy about sharing tools? Who’s allowed on the job site? What’s the procedure for handwashing when arriving or clean up when leaving?
Interior / Exterior Job Site Guidelines – Do you have different guidelines for projects depending on if the client is living in the home or not? Or if you’re only doing work on the exterior? Communicating those clearly shows common sense and attention to detail.
Our Staff – What changes have the staff seen? Fewer people in the office? Working from home? Empowered to make decisions about safety? (Check out this company’s note on “empowerment” by clicking Ability’s website in the Resources section below.)
Our Clients – Here’s a chance to reinforce that you are here for the client and to ensure that their needs are met. You care for them and their safety and are willing to take additional measures as needed.
Client Meetings – Regardless of where you meet with clients, offering new guidelines can put someone as ease simply by knowing what to expect. If you’ve developed new procedures about holding online meetings, share those. Thankfully, Zoom is no longer an abstract concept, but instead part of everyone’s lexicon and experience.
Changes to your Processes – What’s changed in the way you operate because of Covid-19? Communicate those. This could be where you talk about holding online meetings when possible. Is your local city doing remote inspections?
Personal Hygiene / Cleaning & Sanitization – While this is about cleaning, it’s really about communicating what your staff is doing to keep Covid-19 out. Just be sure to follow through on these, especially when you’re on job sites.
Bonus – Add Video –My favorites are two self-made videos that walk people through what they’re doing in the showroom and at worksites. (Check out Sun Design’s page in the Resources below.)
Bonus – Add an infographic. You may find some available for use from government agencies or associations. In one of the examples linked below the page includes an infographic from the Florida Health Department on their page. (See link to McManus in Resources below.)
Tips:
Link to the page from your homepage. You may need to get your web designer involved, but it’s a worthwhile expense in my opinion. A simple banner or mention at the top of the page grabs a newcomer’s attention. Even communicating that you’ve got information on your Covid-19 procedures gives a positive impression. See several of the company links below for examples.
Post to your blog - If you’ve got an active blog, the Covid-19 page could naturally be a post instead of a standalone page, as long as you’ve got a link from the homepage. The benefit is that it will naturally age as you post new content. As new information and guidelines come along, you can update the post or simply write a new one. Consumers will appreciate that you’re updating them along with following what will hopefully be eased restrictions.
Update the page as things change – During this pandemic we’ve learned that information that was relevant yesterday may be completely irrelevant today. You don’t want to have a page that is outdated. You can include a section at the top of the page that includes the date of your latest update. (See link to McManus below in Resources.)
Before you post the page – Step back and read it from the homeowner’s point of view. Does it feel authentic and make your company seem more approachable? That’s what you want.
In conclusion, keep the following in mind as you create your own Covid-19 page:
Live by what you communicate. If you communicate that you’re taking certain actions, then be sure to do them. Involve your staff in developing the page. At minimum, print and share what you’re posting on the website.
Make sure that all of your content is substantive. I read several pages or short posts that made me roll my eyes. Consumers are smart and can see through rhetoric. Deliver your own custom version. Use what I’ve shared as a guide to creating a page (or post) that tells your story and offers useful information.
From what I’ve learned on several webinars with the different associations I belong to in Washington state, California and nationally, projects may likely take longer to complete and cost more with the new guidelines. And like I said at the top, this page is about expectations and safety. If you’re going to have to deliver some bad news on timing or expense, already having this page in place helps. It can be a reference as to the reasoning behind the adjustments.
Finally, put a note in your calendar to revisit your page in a month or so. Update it to reflect the latest in restrictions.
I’d love to know if you find this helpful. If you do create a Covid-19 page, please share a link to it with us on Facebook at www.facebook.com/gusiffmarketing.
Resources:
In my research I found resources for residential remodeling contractors to use in their response to Covid-19 and how it affects how they operate. I hope you find these helpful as your craft your company’s Covid-19 response.
Marin Builders Association - https://www.marinbuilders.com/covid-19
OSHA resource on Covid-19 - https://www.osha.gov/Publications/OSHA3990.pdf
Create your own customizable flyer from the US Chamber https://www.uschamber.com/app/covid-19-flyer/ This is pretty nifty. You mark boxes to insert text that you can edit to match your needs.
NAHB - Here’s the National Association of Home Builders resource page - https://www.nahb.org/Advocacy/Industry-Issues/Emergency-Preparedness-and-Response/Coronavirus-Preparedness
NARI - From the National Association of the Remodeling Industry - https://www.nari.org/Covid-19-Response
Notable company Covid-19 pages -
McManus Kitchen and Bath in Tallahasee, FL - https://mcmanuskitchenandbath.com/remodeling-during-covid-19/
Cook Construction in San Francisco - https://www.cookconstructionsf.com/covid-19
Sun Design in Northern Virginia - https://www.sundesigninc.com/blog/coronavirus-precautions/
Schloegel Design Remodel in Kansas City - https://www.remodelagain.com/blog/covid-19-operating-guidelines-procedures/
Ability in Prescott, AZ – https://abilityprescott.com/covid-19-design-process/