A real estate agent’s website can have a huge effect on their success. Done right, it can be a powerful lead-generation and differentiation tool. Done wrong, it can frame you as an amateur. It’s a tough task with a lot of room for creativity, but there are also some things that every real estate agent’s website absolutely needs to include.
1. Your contact information
The first piece of information for your website is your contact information. Though it seems obvious, it’s easy to forget to include your contact information on your website. But it’s not just a matter of including a phone number and email address. It’s a matter of making it as easy as possible for people to find.
Make sure that your contact information is incredibly easy to locate. Include it in the footers of your website, and then create a specific contact page that includes an easy-to-use form plus all of your information (for people who would rather call or email on their own).
2. Web and mobile optimization
It’s good to have a website that works from a desktop or laptop. But woe be to the agent whose website isn’t also mobile optimized. Mobile optimization is no longer a “nice to have” (and if you ask any developer, mobile optimization was NEVER a “nice to have”—it was always critical).
When a website automatically adapts to any screen size by expanding or shrinking, it’s called a mobile-responsive website. And having one is very important, because people are browsing websites from their phones and tablets more than ever before.
Think about the last time you tried to navigate a site on your phone that just wouldn’t work. You likely never went back to that site on your phone again. Don’t give your prospects the chance to do the same.
Check with your web designer about your site’s mobile responsiveness. If you’re using a template, theme, or other resource, review the description to see whether it’s mobile responsive.
In short, if your website isn’t mobile optimized, you could be losing a ton of traffic.
3. SEO content
SEO marketing (i.e., search engine optimization) is a key to success. It’s what helps you rank highly on search engines like Google and Bing.
There are tons of SEO experts out there who have different strategies for succeeding in SEO. But one thing to remember is also one thing that’s very easy to forget:
SEO doesn’t matter if people aren’t interested in reading it.
When writing SEO content, always remember to write for the human first, the robots second. You can have content on your site that’s perfectly SEO optimized, but if the human beings reading it can’t understand it or don’t care about it, what good is it?
Think about the keywords and phrases that people might use when searching for real estate experts like you. When you write your website, include those phrases in your titles, subheaders, and in the content. However, don’t “stuff” your site with keywords for the sake of SEO. Google is smart, and you’ll be rewarded in the results pages if your content sounds natural.
4. Specific calls to action
What do you want your website’s visitors to do? Do you want them to call you, send an email, make an appointment, or something else?
Whatever your goal is, make sure your visitors know what they’re supposed to be doing. Calls to action don’t have to be complicated, either. Simply writing, “Call today to learn more about the real estate market in your town!” can be a clear and effective call to action.
5. Testimonials from satisfied clients
Testimonials are one of the best ways to convert casual online browsers into solid leads. Social proof is a powerful tool, and people tend to trust someone who can demonstrate a track record of satisfied clients.
You should create a page for testimonials, but you can also include them throughout your website. Try adding a few to your sidebar, for example. When you combine those testimonials with the other four crucial pieces listed here, you’ll be well on your way to turning your website into a lead-generation powerhouse.
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