Task 1 Paper for E-Business

Topics: Search engine optimization, World Wide Web, Construction Pages: 13 (3791 words) Published: October 13, 2014


Construction Companies in an Online Environment
Western Governors University
Construction Companies in an Online Environment
For a company to be viable online it must attract the consumer as well as present a viable market for the product being sold. When one thinks of a company that does business well online they may bring to mind businesses such as Amazon or Google. However there are many companies that provide a great product or service but fail to have an online presence that some of their top online competitors possess. One field that has an expansive online presence is the construction industry. Many companies such as Thor Construction Inc. have gone the route of hiring a professional online market company to design their web site, while other much smaller companies have to design their online presence by what their budget will allow. Darrell Julian Construction out of Albuquerque, NM is a company that has a web site that could benefit from developing a different online strategy directed toward their target audience in the commercial and residential construction field.

It used to be that one would go to the yellow pages to find a contractor or rely on word of mouth to find a company for a construction project. According to the web site for Darrell Julian Construction (Darrell Julian Construction, Inc., 2007), the company was established in 1975, long before online marketing would have been a thought for Mr. Julian and his company. As the company grew and the industry began to have greater online prescience, Darrell Julian construction needed to take its service to the internet to increase their marketability and stay competitive with the other constructions companies in their target market. By doing this Darrell Julian’s company identified with what Swiply’s web site states that “the internet gives you a virtually unlimited platform on which you can distinguish yourself as an industry expert.” (Swipely, 2011)

In 2007 the web site darrelljulianconstuction.com was created to give this long established company a chance to compete in an online environment. The product and service that the company has to offer would be viable in an online market as the consumer would be able to see the buildings and the unique way that Darrell Julian’s company assembles the product. According to the web site the walls are designed at a panel plant located at their facility and then shipped to the job site for assembly as opposed to building everything at the job site. This ability allows the workers to assemble precision wall panels and build large scale projects in a timely manner. Having these keywords in their online marketing allows the customer to search for a construction company that can supply the demand of large construction projects with a timely delivery. All of these aspects allow this company to get the word out to the online shopper that they can fill specific needs, however just having a web site in today’s market may not be enough to get the consumer to shop your product or service.

Darrell Julian’s web site is available simply by typing in Darrell Julian and then the search engine supplies the web site as one of the first listed on the page. So it is not a hard web site to find, if one knows the name of the business. However, if a person was to search for construction companies in Albuquerque, NM, that person would not see the name Darrell Julian anywhere on the first page. The customer searching for what Mr. Julian’s company has to offer would not have the opportunity to visit the web site because it is not available in a general search. For this site to be successful it must reach the people that are searching for it. The competition is out there and their goal is to reach the consumer first before they have the opportunity to shop around.

Some of the first sites that one sees when a search is done for construction companies in Albuquerque would be companies such as Jaynes...


References: Darrell Julian Construction, Inc. (2007). Retrieved from http://www.darrelljulianconstruction
.com/
Lake, L. (n.d.). Top Internet Marketing Strategies for the Small Business. Retrieved from
http://marketing.about.com/od/strategytutorials/a/Top-Internet-Marketing-Strategies-
For-The-Small-Business.htm
Stokes, R. (n.d.). eMarketing: The essential Guide to Online Marketing, v.1.0. Chapter 6:
Search Engine Optimization. Retrieved from http://catalog.flatworldknowledge.com/
Bookhub/reader/19?e=fwk-105454-ch18#fwk-105454-ch06
Dawar, N. (2013). Harvard Business Review: When Marketing Is Strategy. Retrieved from
http://hbr.org/2013/12/when-marketing-is-strategy/ar/1
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