This is going to sound harsh but I think it needs to be said because I see it constantly.

Most cash buyer websites are built to look good. Not to convert.

I've looked at probably 50+ investor websites over the last couple of years and the pattern is almost identical every time. Navy blue color scheme. Stock photos of happy families in front of houses. Generic "we buy houses fast" headline. Three step process graphic. Form buried at the bottom after 800 words of text nobody reads.

Then the owner runs $3,000 a month in Google Ads to that page and wonders why their CPL is $400.

The homepage problem is real. When someone searches "sell my house fast Gary Indiana" and they click your ad and land on a page that could be for any cash buyer in any state — no city name in the headline, no local references, no indication you've ever bought a house in Gary — they leave. Fast.

A few things that made a huge difference for us:

Put the form above the fold. Not below the hero section. Not after the about us paragraph. Above the fold where someone can see it the second they land on the page.

Put the city name in the headline. "Sell Your House Fast in Gary Indiana" converts better than "We Buy Houses Fast" every single time because it tells the seller immediately that you're local.

Use real photos. Real properties you've purchased. Real team members. The stock photo of a smiling family in front of a generic house screams "not a real company" to anyone paying attention.

This stuff sounds basic but most sites don't do it and it's genuinely costing people deals every single month.

Anyone else made changes to their site that moved the needle on conversion rate?