Having a website is important for anyone in the real estate business. Unlike ten years ago, the technology and the WYSIWYG (what you see is what you get) programs available today, allow anyone to build a website without having much html knowledge. In fact, I see a lot of real estate investors building their own websites.
Since I am a real estate marketer, I visit a lot of real estate websites to see how real estate investors use their own website as a lead generation and internet marketing vehicle. There are many problems I see some real estate investors make on their websites that kill their conversions, search engine rankings and lead generation rates.
One of the biggest mistakes I see is not having a clear call to action
Many real estate websites have too many things happening on their pages. For instance, I reviewed one website that discussed how the investor can help the seller get rid of their house, and covered and all of the different benefits the sellers will gain by using that investors services. The problem with that is that when someone arrives on that page, reads the content on there and decides that they would like to get in touch with that investor, there is no clear call to action for that visitor to take.
Your web page needs to have a clear call to action
When I say clear call to action, I mean exactly that. For instance, you can put up a big button on there that says “Click here to get your free 1/2 consultation” or “Click here to sell your house.”
Remember, a lot of people on the internet don’t read everything on the page. Attention spans are short, and you need to capture the attention of your viewers. Therefore, when you put up a big button with a strong call to action, it will help you lift your conversions to get people to use your services.
One more thing, remember this line:
“A confused mind always says NO”
Therefore, make sure that you are extremely clear and that you don’t give too many choices to the visitor. If someone has to make a choice, even if its something as simple as telling them to contact you via phone, email or web form, they’ll be less likely to take the action. Why? Because they’ll have to decide between the phone, email or web form.
What I suggest you do is to put up a form on that page that only asks them for their name and email address. Make sure you tell them that their info will be safe with you and that you’ll take care of everything from that point on (Note: not only should you tell them that their info is safe, but you should also do everything to protect that information for that person). That way, they take the simple action of contacting you and you can follow up with them. You become in control and you are the one who will point them in the right direction 🙂
I hope this short article helped you out. Now go back to your website and go through your pages. While doing that, ask yourself this question. “If an 8 year old arrived on this page, would they know what to do next? Would they do what I want him to do?”
Better yet, have an 8 year old actually go to your site. Tell them what you want to them to do there and then watch what they do and how they do it. Watch where they stumble/pause, where they move their mouse, and what actions they take on the site. This will show you what your visitors might be doing on your site and what you can do to make things easier for your visitors.
If you have any questions, post them in the comments below and I’ll answer them for you.
To Your Success,