Your Website is an important part of your business however, so many real estate Websites stop short of achieving their full business-producing potential. There are a number of reasons why these sites aren’t working as well as they could be, from not offering the right type of targeted content to having a confusion design that leaves the user wondering where to click first. Here are some tips ive come across to help assess the strength of your Web site and then improve it.
1. Targeting and Branding
How well is your site targeted to your market? How does your Website differentiate itself in your specific niche market? Very few real estate Websites are targeted. In their attempt to “speak to everyone,” they end up talking to no one.
Just because a site is beautiful doesn’t mean it’ll be effective. Just ask any practitioner who’s spent thousands of dollars on a “beautiful” site only to see it not produce a dime of new business. Design must take into account many factors, including functionality and consistency with your target market and branding.
3. Copy and Content
The primary purpose of the copy and content on your Website should be to engage the visitor and effectively answer the question “What’s in it for me?” for your prospects and customers. You must provide the articles and resources that your audience is truly interested in, and write compelling headlines to help them understand what resources you’re providing.
4. Interactivity and the Ability to Engage
Information – even great information – is still not enough. Your content needs to be engineered to maximize engagement via irresistible offers.
Ease of use and consistency are the hallmarks of good Website navigation. Is it easy to find your listings, your contact information, and the other pertinent information your Web visitors would be looking for at your Website?
6. Internet-Empowered Consumer Friendliness
Visitors to your site likely value their privacy. Reassurances of privacy throughout your site as well as explicitly not requiring consumers to reveal who they are when they complete a form are crucial. It will make your visitors feel safe and secure when using your site.
7. Promotion and Tracking
How your site is promoted depends upon its target market focus. Keep in mind that some target markets will not use search engines to find your site. How can you promote your Web site so prospects will land there? What information can you provide to lure them there in the first place?
And thank you for making me Your Orange County Real Estate Connection.
Michael Caruso, Broker ABR ABRM CRB CRS GREEN GRI
2007 President, Orange County Association of Realtors (949) 753-7900