Finishing Touches, Operations, Sales & Marketing, V6I4

3 Common Mistakes Shed Websites Make—And What You Can Do About It

(Photo courtesy of Halacious on Unsplash)

Your shed company’s website is a crucial component of your sales and marketing plan. Before a potential buyer ever steps foot on your sales lot, calls you, or interacts with your 3D builder, they are going to visit your website. 

Unfortunately, there are some common mistakes that shed and outdoor structure companies make with their websites. In this article, we will look at these common issues and provide tips and suggestions on how to improve your website to stand out and generate more leads. 


Many websites in the shed-building industry look and feel very similar. If you covered up the logos and company names, could a customer tell the difference between yours and your competition’s? 

Your website is one of the first places a potential buyer will look when comparing options. How you set yourself apart—or blend in with the competition—will have a direct impact on whether you get the sale or not. Find ways to distinguish your company and your products online so that you can impress your audience and get more leads and sales.  

Ways to improve: 

• Feature Original Photography

Buying a shed or outdoor structure is a very visual process, with people often picking based on aesthetics and how it will look on your property. If your website features small, poorly cropped photos on Photoshopped backgrounds, potential buyers will be underwhelmed and look elsewhere. 

Instead, be sure to feature high-quality photography on your website. If you are a dealer and your manufacturer does not supply great photos, consider hiring a local real estate photographer to take photos of past customer projects. These photos will be useful not only on your website, but also on social media, online ads, and all your other marketing efforts. 

• Describe How You are Different

In what ways are you different from your cross-town competition? Everyone always says customer service and quality, but what really makes you different? What can you say that your competition can’t say? 

Whether you use unique products, have decades of experience, or have a specialty (like horse barns or accessory dwelling units-ADUs), you want to find your competitive advantage and fully embrace it on your website. 

• Highlight Awards and Special Projects

Every city or community has business awards that you can compete for. Usually managed by a newspaper, magazine, or business organization, these awards are great for building brand recognition and gaining an advantage over the competition in your area. If you win one, you should proudly highlight it on your website. 

The same goes for any special project you’ve done in the past. Maybe you built a structure for a celebrity or local organization. Perhaps you donated a structure to a nonprofit that’s close to your heart. Create content around this unique project and showcase it on your website. 


As humans, we are social creatures and we often like to follow the lead of others when making decisions. The term social proof describes the ways savvy business owners and marketers build confidence in making a purchase by highlighting the decisions and feedback of others.

When visiting your website, a potential buyer does not want to feel that they are the first person buying a shed from you. They want to know that you are experienced, trustworthy, and build a good product. Moreover, they want to hear from other customers who have worked with you and are satisfied with the results. 

Ways to improve:

• Include Testimonials

Customer testimonials are an easy way to add trust and social proof to your website. It can be as simple as adding a written quote on your homepage—for more impact, you can add images or video of their finished shed. 

• Brag About Numbers

Do you build five, 500, or 50,000 structures a year? Find numbers that you can brag about that will set you apart from your competition and give confidence to a potential buyer that you are the right choice. Common brag-worthy numbers include the number of structures per year, years of operation, or average time from order to delivery. 


If the main goal of your website is to help people buy a structure from you, then you should make sure your website is doing just that. Yet, too many shed builder websites are not set up to guide the buyer on their journey. 

Sometimes, we find websites where there is no clear next step. A user should not have to dig through several pages of your site to find out where you are located or how to reach you. 

Other times, there are competing calls to action on a site. In a single visit, a user might be asked to download a catalog, get free access to a guide, sign up for a newsletter, start building their shed through an online builder, or request a quote. These conflicting messages can lead to confusion and fewer meaningful actions by the user. 

Ways to improve: 

• Develop a Buyer’s Journey

Buying a shed or outdoor structure is not an impulse buy; rather, for most customers, it is likely a months-long process that includes researching options, competition, and pricing. Talk to some of your customers to find out the journey they took—including how they made decisions and the questions they were asking. Use this information to create a buyer’s journey document in which you lay out the common path from initial research through purchase. 

• Include Relevant Information

You should be regularly updating your site with information that helps your buyers on their journey. If you get asked the same question at least once a week, you should have that answered on your website. The most common questions include price (or price range), delivery, installation, warranty, and RTO options. 

•Structure CTAs Around the Buyer’s Journey

Once you have determined your customer’s journey, clarify the CTAs (call to action) on your site to reflect these different stages. For first-time visitors, you may want a CTA that helps them in their research, while for people that have visited your site multiple times, it might be more fitting to direct them to an online builder or to ask for a quote. 


The beauty of a website, unlike print catalog and sales collateral, is that you can always update and improve it. Use these tips to improve your website and make it stand out from your local and regional competition, converting visitors into more qualified leads.

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