Developing High-Converting Real Estate Website Pages

It doesn’t matter how long you spent working on your real estate website; if you didn’t build it with an eye on lead generation and conversion, you won’t be able to turn qualified leads into paying clients.

Making your real estate website into a lead-converting machine requires a couple things:

• SEO-friendly pages that provide value to clients
• A clear call-to-action (CTA) encouraging them to take another step towards becoming your client

The following website elements are essential if you want site visitors to share their contact information, remember your brand and business, and get in touch to work with you.

Ensure that your real estate website is optimized for search engines

If you haven’t already done so, make sure that your real estate website contains content and listings that are optimized for local search. This step is important because without the advantages of search-engine optimization (SEO) on your side, your prospects won’t be able to actually find your business when they use search engines like Google to find an agent.

There are many tools out there to help you with optimization. However, the best best for an SEO-friendly site is to start small by focusing on hyper-local keywords. This will help ensure that you’re found near the top of the list of your market’s real estate agents.

Make it easy for website visitors to connect and share on social media

There’s no denying that we live in a world in which social media is incredibly prevalent. The number of people who have and use social media accounts has climbed into the billions since the beginning of the decade.

Developing a strong social media presence is a crucial aspect of improving your website’s SEO. Include a social aspect on every page of your site by placing visible social sharing buttons that link to your Instagram, Facebook, Pinterest, or Twitter accounts in your header or footer. This will help encourage visitors to connect with you on social media or share your website with their friends.

Include plenty of real estate content that your website visitors will value

Once you’ve got the basics covered, you can turn your attention to the support beams of your website: your content. Whether you regularly update a blog, share videos, or gather your best home buying tips into an ebook, site visitors will appreciate your knowledge and content when it speaks directly to their needs.

In fact, more than half of content marketers believe personalized content promotes higher engagement rates.

Concerned about your ability to create content? There are plenty of tricks to help you get started:

• Which questions do you get from clients most frequently? Create a series of blog posts dedicated to answering these common inquiries.
• Have an eye-catching home that deserves to be shared with the world? Film a walk-through tour of it so viewers can get a sense of the property.
• Share a past client’s home-searching story (especially if it involves them raving about your real estate business!)

Include lead capture forms to boost your conversions

Getting real estate site visitors to fill out a lead capture form is both an art and a strategy that you’ll want to perfect. In an ideal world, your leads wouldn’t require many weeks and months of nurturing, and the sales cycle would be short. In the world of real estate sales, however, that isn’t always the case. If you’re interested in really using your website to generate leads and see higher conversions, lead capture forms are essential.

There are many ways to use lead capture forms on your site. However, the crucial elements to focus on are:

• Where the lead capture form appears on the page,
• How many information fields your prospects need to fill out
• How lengthy the text is

Make sure completing this form isn’t frustrating or time-consuming, and remember: you can always find out more details about your leads’ needs when you follow up with them later.

In the example below, the lead capture form that appears is centered to attract the most visual attention, and has a straightforward CTA (call to action) for leads to follow.

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To determine which page layout results in the most completed lead capture forms, try A/B testing each page. Also test out whether you see better results using an active approach (requiring a site visitor to enter their contact information before they view content) or a passive approach (allowing a prospect to look at content without requiring their information).

Lead capture forms aren’t an exact science, and like other elements of your site, they require plenty of experimentation and testing to find the magic formula for success. Don’t be afraid to tweak and explore different aspects of your website in order to find the perfect path!