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Building a Web Site for Construction Organizations
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Construction industry professionals are facing a new era of information technology marked by the proliferation of the readily available Internet World Wide Web (WWW). This research identifies construction company objectives in having a WWW presence and introduces information that a construction company could publish on the web to achieve its business objectives. The research used, as a case study, the initial web presence of the Arizona Builders Alliance (ABA) and some of the Alliance’s member companies. The ABA is a joint Associated General Contractors of America (AGC) and Associated Builders and Contractors Inc. (ABC) chapter. During the research web pages were designed, published and monitored for the ABA and individual companies over a period of fifteen months starting in March 1997. Common problems and situations faced by construction related businesses in establishing their initial web presence are identified. Included are detailed recommendations presented to the Arizona Builders Alliance and its member companies for their future web presence.
mission statement, company site, web module, registration.Keywords:
Introduction
The Internet tree started growing from the seeds planted in a US Department of Defense Network project called ARPANET (Wiggins, 1995). In the early 80’s the US Department of Defense decided to separate its’ military activities from ARPANET. At that time ARPANET became a tool serving the research divisions of universities and corporate bodies. With time the ARPANET, now known as the INTERNET has grown in size, number of users and the number of connected hosts. Weber (1998) asks, "How big is the Internet?" The answer is nobody knows for sure.
The boom in the number of users world wide, has driven many businesses to establish an Internet presence in the form of their own web sites. The primary objectives for doing so are to communicate with the external business environment, to broaden the client base and to generate more business for their organizations. Having begun to realize the need for a web presence, construction related businesses are questioning what information should be and should not be on the web.
This research seeks to identify a construction company’s objectives in having a World Wide Web (WWW) presence and it attempts to develop a list of information that a construction company could publish on the web to achieve its business objectives.
The expectation is that a WWW presence for construction related businesses will not only enhance communication with the outside business world, but will fulfill other purposes such as broadening the client base, aid in finding tradesman and professional staff, and support responsiveness to the demands of construction owners. It is expected that future construction industry personnel will have more direct interactions with the World Wide Web and thus the web will be one of the best places to market products and services.
The research used the initial web presence of the Arizona Builders Alliance (ABA) and some of the Alliance’s member companies as its data source. The ABA is a joint Associated General Contractors of America (AGC) and Associated Builders and Contractors Inc. (ABC) chapter. During the case study the ABA business objectives for having a web presence were analyzed and an ABA web site was established on the Arizona State University, College of Engineering and Applied Sciences’ web server, (http://www.eas.asu.edu/~dewsc/aba). This web site was designed, published and monitored for a period of fifteen months starting in March 1997.
The critical web page characteristics as outlined by many authors (Genesis, 1995; Pfaffenberger, 1996; Tilton, 1996; Sachs, 1997) were put into practice in designing the ABA pages. Emphasis was placed on sizing the images for faster down load times and easy page navigation. To achieve faster image download times the photographic images were given jpeg file formats and the clip art a gif format. A framed design was used to enhance page navigation. It was decided to carry a page footer on each and every page giving links to the basic modules of the site. This allowed users who had a browser without frame capabilities too easily navigate the web site. In addition, the footer carried a page counter and email links to the web design team. The email link was important for feedback, complaints, and suggestions.
The research team and the representatives of Arizona Builders Alliance held several discussions to determine the ABA's web presence objectives. Upon completion of these meetings the following business objectives had been defined.
 | To promote the membership by presenting the individual members of the Arizona Builders Alliance on the World Wide Web |
| To encourage member companies to establish a web presence |
| To act as a construction buyers service |
| To network with other business associations |
| To provide advertising opportunities |
| To promote and advertise meetings and conventions |
| To promote member social functions |
| To promote training programs |
| To market workshops, round tables, and special seminars |
| To market safety videos/resources |
ABA’s management and the web design team agreed to an "expand on the initial design" approached. With this concept in mind, at the beginning of the project the following modules were identified for initial design and implementation.
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These modules directly supported the primary objectives that the ABA had for establishing a web presence. During intermediate and later stages of the project other modules were added to the site. The other additions included:
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These modules represented the secondary business objectives of ABA for making a web presence.
The web design team initially designed the primary modules and launched the ABA web site. Later into the research the secondary modules were designed and added to site.
Main module
This module was designed as a frame based module. This framed-based structure allowed easy navigation. The left side frame of the page carried link buttons to the main modules of the web site, Figure 1. The left frame was static. The right frame, which was dynamic, initially carried the contact information for the ABA’s Phoenix and Tucson offices.
Figure 1. Frame design of the main ABA moduleFigure 1. Frame design of the main ABA module
Mission module
The design of this module was straightforward. It presented the ABA mission statement. This was simply a text presentation.
Staff module
This module introduced the ABA staff. It brought a personalized prospective to the web site. Using a digital camera the design team captured images of the individual ABA staff members. Then image maps were used to design the module. On accessing this module, the user is presented with group photographs of ABA’s Phoenix and Tucson staff. When a person in the group photograph is selected by clicking on the image, the user is taken to an individual photograph of the person. With the photograph is information identifying the individual’s position in ABA. At this point users can, by clicking on the individual’s name, transmit an email message to that person. This approach allowed the web users to select the correct contact person depending on specific needs.
Calendar module
This module addressed many of the ABA’s business objectives for having a web presence. The page promoted workshops, seminars and net working. This page had the right frame divide into top and bottom parts, Figure 2. The top part allowed the user to select a calendar month. The bottom part then displays the selected month. The calendar month is presented in table form identifying event dates. The table cells were given differentiating colors to represent either programs that run for several months or to represent the same event, which takes place on more than one day. In addition the top frame had a streamer announcing the next upcoming event. This was achieved by using a Java script.
Figure 2. Calendar moduleFigure 2. Calendar module
Members module
This module was designed to present the individual ABA members. In studying the general ABA membership, the web design team identified three main member categories; contractors, professional service organizations and suppliers. In order to represent these three categories of membership, it was decided to divide the membership module into three subcategories. The contractors and professional service organizations had different areas of specialization. Therefore, the page identified contractors and professional service organizations both alphabetically and by area of specialization. The suppliers were listed alphabetically. Figure 3 illustrates the sub-modules under the member module. All sub modules are implemented by dividing the right frame as described for the calendar module.
This module allowed users to find and retrieve contact information for a specific contractor, professional service organization, or supplier by the concern’s name using the Alphabetical Index. In addition the Specialty Index gave users the flexibility to identify and retrieval contact information by specialization. Those concerns who had web sites were linked to the above indexes enabling users to visit the their sites directly.
Figure 3. Member module and its sub modulesFigure 3. Member module and its sub modules
Service module
The service module was added to the web site as a secondary module. It basically identified the services provided by the ABA to its members or external customers. The provided services were organized into the following major divisions.
| Advice/Referral |
| Membership Promotion |
| Meetings/Networking |
| Craft Training |
| Management Education |
| Legislation |
| Labor Relations/Employee Relations |
| Printed Material |
| Special Programs |
| Safety |
Each of the major services is broken down into sub-elements. In the design of this module an index table was provided at the top of the web page and linked to the individual service headings. This design strategy enabled easy navigation.
Training module
This module was also added as a secondary module. It performs the function of marketing the programs conducted by ABA. When a user chooses a training program from the main menu, they are taken to a page with links to access the craft-training program, leadership development program, supervisory training program, or foremen-training program. The individual program sub-modules gave a brief description of the training.
Request module
The addition of this module allowed the ABA’s to do electronic commerce. The module focused on two functions. It provided free information to users, and it allowed the ABA to sell documents, books, videos, and software over the web. It, also, profiled the economical benefit of being an ABA member and promoted the use of ABA’s library resources. On selecting a request option, the user is presented with a divided right frame. The bottom frame gave a set of specific instructions as to how to use the module. The top frame provided an index of available resources and documents. The user is expected to print/fill/fax their requests to ABA. In addition standard free forms were provided as downloadable Microsoft Word documents.
Articles module
This module was added to the web site at a later stage in the research. The main objective of the module was to enable ABA members to publish articles on the web. By clicking on the selected article, the web user is taken directly to the article.
A number of web and graphic design tools were used in the design of ABA web pages. They included:
| Text editors |
| Microsoft Office 95 & 97 |
| Web browser editors |
| Special web editors |
| Image capturing and graphics editors |
| Image mapping and animated images |
Text editors
Notepad and Word-pad were employed extensively in the initial stages of the design process. They were used for creating the html coding. During later stages of the research, however, they were used only for modifications of html codes generated by web editors.
Microsoft Office 95 & 97
MSWORD 95 and MSEXCEL 95 were utilized along with their plug-in Internet Assistants to generate html files. With the introduction of MSOFFICE 97 and its built in Internet Assistants, the task of generating html code became very easy.
Web browser editors
Netscape 3.0 Editor, Netscape Communicator Composer 4.0, and Internet Explorer 3.0 and 4.0 Editors were used in the Web page design. These editors provided a fast way of initially creating the web pages. However, when it came to modifications, they often performed poorly by not recognizing the embedded Java and CGI scripts. Re-modification of these scripts had to be done by using basic text editors.
Special web page editors
Special editors such as Hotdog Pro 5.0, Front Page Express 3.0, and Microsoft Front Page 98 were used. Hotdog Pro 5.0 represented the most recent generation of web page editors with dynamic hypertext markup language (DHTML) editing capabilities. Front Page Express and the Microsoft Front Page 98 had the same editors with more advanced and enhanced features than the normal web browser editors. Ability to manipulate tables (insertion and deletion of columns, rows and cells) and non-modification (recognition) of Common Graphic Interface (CGI) and Java scripts was the distinct advantage. This made web page editing a much more pleasant task.
Image capturing and graphics editors
Digital image capturing was done through the use of Snappy. For Graphic creation and editing LviewPro 32, Adobe PhotoShop 3.0 and 4.0 were used.
Image mapping and animated images
Image maps were created using Mapedit. For creating animated gifs images, Gif Animator was used.
The time required to create and maintain the ABA web site pages is shown in Figure 4. Note that the time is per html file in a specific module. In general the number of files dictated the time spent on creation and maintenance of the pages. The Article and Request modules, which were added at separate stages after the initial design of the web site, caused heavy updates to other pages. These changes were in the form of modifying the footer menu of all the web pages.
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Figure 4. Creation and maintenance time per html file for each basic module |
ABA is an alliance representing both the AGC and ABC. In order to take advantage of this alliance, strategic links were created from the ABA Arizona main web module to the National AGC and ABC web sites. These links allowed the users visiting ABA to move easily to the linked organizations.
Domain name for Arizona Builders Alliance
The real URL for ABA was http://www.eas.asu.edu/~dewsc/aba. This is considered to be too long to remember. The need for ease in remembering domain names is an absolute necessity. In addressing this issue, a new domain name was created for ABA and registered with Internick. The new domain name http://www.azbuilders.org is easy to remember and a suitable representation of the organization.
The web design team included a page counter for the individual pages comprising the web site. The member module received the highest number of hits after the main module. This shows that visitors are searching for information about the member companies.
The main module of the ABA web site was monitored using a log from Pagecount. This log provided useful information about visitors to the ABA site. Seventy four percent of the site visitors used a Windows 95 operating system and only four percent used a Mac. Figure 5 illustrates the web browsers used by the visitors. It shows that only three percent of the visitors
use Netscape 2.0 and 58% of the users used Netscape 3.0 or 4.0. This shows the increased use of browsers with frame support by the web user community.
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Registering with search engines
The ABA web site was registered with leading search engines to include Web Crawler, Infoseek, Yahoo, Magellan, Lycos, Altavista, HotBot, and Excite. This allows general web users to find the ABA page when a search is performed with key words like ABA, Arizona, construction and builders.
Electronic documents: It is recommended that updates for calendars and membership be submitted in the form of electronic documents. This recommendation is valid in the case of any information that needs to be posted on the web. This will speed the modification process.
Addition of new menu items: Addition of new menu items should be done carefully. They should be identified, accumulated, and executed as group. This is recommended since all the files in the web site are affected by such changes. Accumulation and execution of additions in batch mode reduces the update time and cost.
Elimination of the frame based design: A table based web design is suggested as an alternative to the frame based design. There is a growing tendency among popular web sites to present information in table form. This can be attributed to advancement in table editing and manipulation capabilities of the html editors.
Strategic links to other similar organizations: ABA should also request direct links to other construction related organizations in Arizona. In return ABA should provide links to those organizations from the ABA site. This would bring more visitors to the ABA site.
Acquisition of other similar domain names: It is recommended that similar domain names such as, http://www.aba.org and http://www.abaaz.org be acquired. This would allow users to easily reach the ABA site on simple guesses. Further it would prevent other organizations with similar organizational abbreviated names from acquiring domains similar to ABA.
Registering the web site with search engines: It is recommended to register the web site with leading search engines once every three months. This would keep the ABA site within the first few hits when a search is performed.
Banner Advertisements: ABA should acquire a CGI script to run banners from ABA member companies in their main web pages. This would bolster traffic to member sites as well as generate more revenue for ABA.
Thirty ABA member companies participated in this research study. The organizations represented included contractors, 76%; professional service organizations, 17%; and suppliers, 7%. Some of the companies already had web sites and only wanted to create a strategic link from the ABA site to their site. They represented twenty seven percent of the total participants.
Two design packages were offered to the individual member companies of the ABA. These were a basic package which 87% of the companies selected and a deluxe package. In the case of both packages the design team met with the company to clearly define objectives for having web presence.
The basic package included the design, implementation, and hosting of four web pages. Typically the first page was dedicated to company information and the other three pages were devoted to meeting individual company objectives. The deluxe package was for companies that needed more than four web pages to fulfill their business objectives. The number of web pages was not limited and the cost was based on expended design time.
Two companies who opted for the deluxe package later acquired their own web servers and requested a strategic link from the ABA web site. These companies were very quick to understand the web development process and the power of electronic commerce in the construction industry.
Through the interview process the following web-presence business objectives were identified.
| To provide potential customers with information about the company |
| To promote the types of work undertaken and exhibit expertise |
| To advertise employment opportunities |
| To introduce the organization’s personnel |
| To advertise subcontracting opportunities |
The individual companies decided to place different information on their web pages to achieve their specific objectives. Specific content information included:
| Mission statement |
| Contact information, location of offices, and site office contact information |
| Statement of services provided |
| Listing of contracting licenses |
| Statements about bonding, insurance, sales volume, and experience modifier |
| Highlighting of awards received |
| Direct quotes from satisfied customer - references |
| Listings of present and completed projects |
| Images of projects completed; with/without identifying project names |
| Outlines of the work experience of company principals |
Home page design and maintenance time
The web page design times for each individual company was recorded. On the average the web design for companies using the basic package was completed in ten hours. This included the interview/discussion time with the company management, scanning of photographs, creation of the basic buttons, custom backgrounds, and maintenance. However, with some companies, the design team had to spend more time due to re-engineering of page content and frequent maintenance requests. The average maintenance period was 4.4 hours per company.
Recommendations for individual company sites
The recommendations made above concerning the ABA site are also valid in relation to the individual company sites. Additionally the following points should be considered.
Advertising the web presence: Traditionally companies used different advertisement media, to promote their business. Once a web site has been established, it is necessary to promote the site to the existing customer base. It is also very important to encourage future customers to visit the site. Today, one can see companies inviting their customer base to visit their web sites through TV and Radio commercials. Further Sachs and Stair (1996) promote the inclusion of the web address on company letterheads, business cards, brochures, fax headers, company profiles and email signature files. If the company is in the process of creating an advertisement brochure its web address should be added even if the site is not yet complete.
Web hosting: Companies should consider five factors when selecting a service provider (Parrott, 1997).
A free phone call: The internet service provider (ISP) should be a local one. Long distance dialup costs will add to the web costs fast. If possible select a national ISP with a local dialup number.
Price: Generally the ISP charges $20 per month with unlimited access time. Also check about free web space for hosting the pages. Typically 5Mb of space is offered.
Service and support: Always choose an ISP who places the customer at the top of the list. Avoid ISP’s who offer only a disk and a handshake. Select one with twenty-four hour customer support.
The connection: Select an ISP with speed, who has multiple lines and a short route to the World Wide Web backbone. If not, viewers of the site will be web waiting rather than web browsing. Generally local ISP’s purchase bandwidth, or lanes, from the major telecommunication companies. It is always better to select a national ISP with local dial-up number for faster access. They own bandwidth and provide the shortest direct access route to the WWW backbone.
A personalized address: The organization should always try to have its own domain name. (i.e. http://wwww.yourcompany.com) from the ISP
Measure site traffic: Means exists for measuring whether the site objectives are being met. One way to develop quantitative data is to use counters, but counters provide limited information. Service providers are capable of providing reports addressing traffic origination, peak traffic hours, how many visits are unique or repeat, how visitors navigated through the site. Such information will enable the company to analyze patterns such as:
| Trace the most popular page(s) of user entry to the site as well as the pages within the site from which traffic most often departs. |
| The pages with the largest number of single hits. This identifies the most popular pages(s) for traffic to enter the site and then immediately depart. |
| High percentage paths taken by users. These depict the most popular combination(s) of pages chosen in succession between site entry and exit. |
| Average amount of time spent on the most requested pages. Be aware that average time may not represent the actual time spent on reading the information on the pages. |
The server log reports are extensive and robust; however, the most important mode of assessing if the site is reaching the intended customer base is by analyzing the direct email hyperlink. The number of new customers who use the email link to do business is a direct measure indicating that the web presence is meeting the organization's business objectives.
The implementation of the web site case study with the Arizona Builders Alliance and its’ member companies provided knowledge about what construction related businesses should publish on the World Wide Web. The design and implementation of web pages for the member companies provided a test as to whether the web presence objectives could be met. The responses from the companies who participated in the study indicate that their web sites did fulfill objectives. The equipment rental and sales company reported acquiring new clients through the web presence.
Information that should be placed on a construction related business web site includes:
| The company mission statement |
| A listing of services provided |
| A directory of points of contact, with direct access through email hooks |
| A listing of licenses held by the company |
| A listing and images of completed projects |
| Statements about performance - direct quotes from satisfied customers. |
| A listing of awards received |
| Bio’s that list the experience of principal company personnel. |
Recommendations concerning the specific site architecture and structure to make the web presence more effective include:
| Elimination of the frame based design |
| Strategic links from AGC and ABC |
| Strategic links to other similar organizations |
| Acquisition of similar domain names |
| Regularly registering the web site with search engines |
| Advertising the web presence |
The establishment of an effective web presence positions construction businesses to meet the future demands of the industry, such as virtual construction project management teams. The presence also positions the companies to operate future project specific web sites. The ultimate objective of establishing a web presence is to achieve efficiency in how business is conducted.
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Parrott, Forest and Rosen, Sheri (1997). Five steps to selecting an internet service provider. USA Magazine, Apr/May 6&7.
Pfaffenberger, Bryan and Wall , David. (1996), The 10 secrets for web success what it takes to do your site right. Ventana, Research Triangle Park, NC.
Sachs, David. and Stair, Henry. (1997). 7 Keys to effective web sites. Prentice Hall PTR, Upper Saddle River, NJ.
Tilton, Eric, Steadman, Carl and Jones, Tyler. (1996). Web weaving: designing and managing an effective web site. Addison-Wesley, Reading, Massachusetts.
Weber, Thomas, E. (1998). Who, what, where: putting the Internet in perspective. Yes, It’s big, but not as big as ‘Seinfeld.’ The Wall Street Journal. April 16.
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