Doing the Digital Dive

For an industry so advanced in abilities, the rate of digital adoption in construction continues to lag and this became evident when the physical world shutdown during the Covid-19 pandemic. Almost instantaneously everything shifted to an online version and many manufacturers and import companies found themselves fumbling in the dark. This shake-up saw firms scrambling to build up an online presence, in haste which has simply missed the mark and in some cases more detrimental than not having an online presence.

The digital journey a key area of expertise at Knowbility Skills Lab is complemented with our range of apt technical and creative skills.  As applicable to any project it is vital to get the fundamentals right to ensure sustainability. The digitisation of the construction world encompasses more than just a website; however, the website is the key to a successful digital transformation. To achieve and exceed in this transition there are some basic requirements that need to be met to secure an efficient and effective website. We share 5 of the most important must-haves for your construction website:

1. Clean, Up-to-Date Design

The power of aesthetics is fast becoming a deciding factor in buying decisions emphasising the importance of an appealing website design which is the first point of contact in modern day sales transactions.  At KSL we describe a clean website as one which works of the less is more principle and enhances this concept through effective use of visuals and streamlining content for a more collaborative and engaging user experience.

• High-Quality Images

         Apt to the construction industry, imagery is one of the driving forces to captivating the attention of your target audience. Images should clearly show the quality of your work as well as essential technical details. Images used should be able to answer potential questions visitors may have before making a formal query.

• Social Proof

Much like actors you are only as good as your last movie, begging the importance of an impressive portfolio. Similarly, clients are less about the talk and more about abilities and proof. When developing your website, it is most imperative to include your success stories in the form of:

• Case studies -These are professionally compiled reviews that provide an overview of the project, the challenge and how your organisation attained success by applying specific skills and products
• Client Testimonials – Tooting your own horn is unfortunately not good enough, you need testimonials from clients clearly expressing their satisfaction at your service
• Gallery of Images – As mentioned earlier images form a huge portion of a successful construction website. Include images and videos of completed projects especially well-known projects, clients are more likely to resonate with something they have seen

• Easy Technical Data Navigation

Looking specifically at websites servicing the construction industry, it is imperative to ensure key technical data is readily available and up to date. This data includes:

Latest autocad

Revit drawings

Installation documents

Technical specifications sheets for each product offering

It is not only important for this information to be easily accessible it must also be downloadable for clients and potential clients to incorporate in their next project.

• User Experience (UX)

         Probably one of the most talked about website features, user experience needs to mimic a stimulating conversation between two like-minded individuals. Some of the key elements to ensuring a great user experience include:

• Fast loading times – Ensure the site is working at a good speed and pages/images are not    hanging
• Clear navigation – This is not a maze, clearly label tabs and where items can be found
• Active links – If your site is asking a user to click on a link, ensure the link is active and secure

Managing the transformation

Perhaps one of the main reasons why digital transformation fails is a failure to manage the transition. Being a partner to our clients we always suggest following some guidelines to implement a smoother transition. Below are 3 key aspects to consider:

Implement digital transformations that promote collaboration

Basically, a digital transition should not mean a complete annihilation of a human resource, it should rather promote a collaboration between the two. Moving over to a digital platform should work concurrently with a physical skill, it should include the person/s affected by the change and highlight the associated benefits.

Focus on easy simple solutions and steer away from complex technological advances

As enticing as some digital solutions may seem, its appropriateness to your company should always be analysed. Many companies are misinformed that a digital shift requires the most advanced and complex solution to reaffirm your positioning, unfortunately this is not the case. Focus on implementing a solution that is simple and efficient and easily accessible for a client on several devices irrespective of time and location

Reskill and Restructure Teams

Once again placing emphasis on the collaboration between a digital tool and a human resource, it is vital to match the appropriate skills to the tool. In many cases we advise our clients to consider training personnel to ensure they are completely savvy with this change before communicating it to a client. Remember for a client to embrace a transformation it is crucial for an organisation to showcase it successfully.