{"id":60290,"date":"2014-08-04T15:00:15","date_gmt":"2014-08-04T21:00:15","guid":{"rendered":"https:\/\/www.biggerpockets.com\/renewsblog\/?p=60290"},"modified":"2021-03-16T10:22:06","modified_gmt":"2021-03-16T16:22:06","slug":"2014-08-04-16-elements-highly-effective-real-estate-websites","status":"publish","type":"post","link":"https:\/\/www.biggerpockets.com\/blog\/2014-08-04-16-elements-highly-effective-real-estate-websites","title":{"rendered":"The 16 Elements of a Highly Effective Real Estate Website"},"content":{"rendered":"

Of the people that go to your website, 95 percent of them are there to find out more about your business or services. In other words, virtually every visit to your website is an opportunity for you to close a new client\u2026 or lose one. Eek!<\/p>\n

I know, I know. You\u2019re crazy busy and your website isn\u2019t priority numero uno at the moment. Still. If you take 15 minutes to go through this checklist and determine to fix whatever elements are lacking, you will have a healthier, more productive business when you\u2019re done. You can handle them on your own schedule, even. But believe me: you\u2019re losing cash-money every day you procrastinate!<\/p>\n

Here Are The 16 Elements Your Site MUST Have:<\/h2>\n

Below I outline the 16 things you really need in your website. Without the following, you run the risk of not standing out or being the best.<\/p>\n

1. Company Name and Logo\u00a0<\/strong><\/h3>\n

Make sure you have your logo in the TOP LEFT corner of the page. Users remember a logo in this location 58.4 percent more than when it is in another area, according to this useful infographic<\/a> from Crazy Egg and Single Grain.<\/p>\n

2. Call to Action<\/h3>\n

In the TOP RIGHT, you need to tell people exactly what their next step is. Maybe it\u2019s \u201cCall to Sell Your House NOW,\u201d or \u201cSee Available Homes Now.\u201d Whatever it is, make sure it\u2019s clear and easy to find.<\/p>\n

Related:\u00a0<\/strong>4 Steps to Creating a Successful Real Estate Website<\/a><\/em><\/p>\n

3. Simple, Clear Navigation<\/h3>\n

There are two main objectives for your site\u2019s navigation:<\/p>\n

    \n
  1. To give visitors a clear, easy way to find any page of your website, and<\/li>\n
  2. To steer visitors towards the pages you want them to visit.<\/li>\n<\/ol>\n

    Any page that doesn’t help you convert a prospect into a customer isn\u2019t important enough to be on the main navigation bar.<\/p>\n

    4. A Clear, Bold Headline<\/h3>\n

    A study from the The Poynter Institute\u00a0<\/a>showed that \u201cdominant headlines most often draw the eye first upon entering the page.”<\/p>\n

    The first thing visitors see on your website should be your crystal clear headline that tells them exactly what they can get from your website. Don\u2019t get cutesy. Clarity is more important than cleverness. This is your big first impression.<\/p>\n

    5. A Graphic that Supports the Message<\/h3>\n

    The main graphic on the page needs to not only match the general idea of real estate or homes but actually reinforce the headline. In other words, don\u2019t just show a house. Show a house with a sold sign while the seller is still on the phone with you.<\/p>\n

    Related:<\/strong> 8 Quick Tips for Naming your Website<\/a><\/em><\/p>\n

    6. Color that Pops in the Right Places<\/h3>\n

    Color matters because it helps you direct the \u201ceye-path\u201d of the visitor. Make sure the most important areas draw the eye first.<\/p>\n

    7. Subheads that Lead into Text<\/h3>\n

    Anytime you have a bundle of text with no headline or sub-headline, people won\u2019t read it. Generally, people skim websites. If you have no big bold way for them to discern what the text is about, they will assume it is not important and move on.<\/p>\n

    8. Benefits, Benefits, Benefits<\/h3>\n

    Sell your benefits, not your features. A benefit is what a prospects gets. A feature is what you sell. Make sense? Think from the prospect\u2019s viewpoint. They don\u2019t care that you have a proprietary home-flipping system. They DO care that you can make them money. See the difference?<\/p>\n

    9. Your Offer<\/h3>\n

    Your offer should be something specific that gets them to fill out a form or call in. FREE information pack, guaranteed buyer, complete listings, etc. You can\u2019t reach your lead generating potential without a good offer.<\/p>\n

    10. Contact Forms<\/h3>\n

    80% of sales are made on the 5th<\/sup> to 12th<\/sup> contact. That\u2019s why it\u2019s so important to collect contact info. Forms are the best way to do that on a website. You want a form on every lead generating page of your site.<\/p>\n

    11. Specific Button Copy<\/h3>\n

    This is a small-but-important change. Never have a button that just says \u201csubmit\u201d or \u201cclick here.\u201d Instead reinforce the value of clicking the link. Say something like, \u201cGet My FREE Info Pack NOW!\u201d It makes a difference.<\/p>\n

    12. Reassurance Items<\/h3>\n

    You need elements on your site that will reassure visitors that you are a real business with friendly staff and a good reputation. This includes elements like:<\/p>\n