If you’ve looked at the construction numbers the last few months, chances are you’ve found yourself mostly checking to see if things have gotten better or worse in the industry. But what if things didn’t really change at all?

When was the last time you took a comprehensive and objective look at your website? Sophisticated web analytics can tell you who is clicking on the site, the length of each stay and the pages that attract the most number of visitors. All well and good, but the question re­mains whether the website is giving visitors what they want and need. If not, the company is not getting the best bang for its buck.

In most industries, generating new business can be a very costly venture. The effort to bring in just one new customer can range from hundreds of dollars to produce a simple business letter to thousands or tens of thousands of dollars for direct mail, advertising, and other sales and marketing programs. As a result, the reoccurring expenses sustained when companies implement these types of activities can dramatically affect profit margins.

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