Now more than ever, people turn to the internet for everything from buying products to reading reviews to finding solutions to their problems.
For you, as a real estate agent, this means potential clients are just a click away from finding your website and asking you for help buying or selling a home.
But the real question is, is your website helping convert visitors into customers, or turning them away?
Here, we’ll take a closer look at the five most common website mistakes that can erode your credibility and make it harder to get conversions, plus we’ll show you some easy fixes to turn your website into a powerful tool that converts clients on autopilot.
1. Typos and grammatical errors
First impressions matter, and nothing hurts professionalism more than typos and grammatical errors on your website. While no one leaves errors on purpose, they can still erode trust with potential clients and make them think, “This real estate agent doesn't pay enough attention to detail. How could I trust them with the biggest investment of my life?”
Easy solution: Luckily, this mistake is easy to avoid. Use a tool like Grammarly to scan for errors, or consider asking a trusted friend or colleague to read your website copy with fresh eyes before publishing it.
2. Suboptimal Headlines
Most people have a short attention span and tend to skim or just scan a website instead of reading the whole thing, which is why headlines are so important: their job is to grab the reader's attention and encourage them to dive deeper into your content.
If your website conversions aren't going as well as you'd hoped, your headlines might be the problem. Headlines throughout your site should be descriptive and compelling, giving readers the information they need to decide whether your services are right for them.
Simple solution: Make each page on your website accessible and skimable. This means readers can read the headline and understand exactly what you do and how you contribute. For example:
“Explore expert advice on buying and selling property [Insert City]” or
“Maximize your home sales in the shortest time possible”
3. Not understanding your audience
Your website copy needs to resonate with your target audience – home buyers and sellers who are seeking your expertise. Nothing will put them off faster than generic language that doesn't address the needs, wants and pain points of your potential customers.
Your ideal client needs to be convinced that you understand their experience and have the solution they’re looking for before moving forward, and this should be clearly communicated throughout your website.
Simple solution: First, figure out exactly who your target audience is before you start writing your copy. Once you've identified your target audience, write as if you're speaking to that one specific person. This technique makes your writing more personal and relatable, making your reader feel understood and valued.
Use emotive language to connect with your audience on a deeper level. Address their concerns and aspirations directly. For example, instead of saying something general like, “We will sell your house fast,” try saying, “Selling your home can be a big deal, which is why I am committed to making the process as smooth and stress-free as possible.”
4. Poor User Experience
A website that is difficult to use or understand can frustrate visitors and make them abandon the page before they even explore your services. Looks are important, but functionality makes all the difference: visitors expect intuitive navigation, fast load times, and a seamless experience across devices.
Quick Fixes: Simplify your website navigation with clear menus and a logical page hierarchy. Optimize your images and videos for faster loading speeds. Make sure your website is responsive on all devices, meaning it looks and works well on phones and tablets as well as desktops.
5. Ignoring Calls to Action (CTAs)
Your copy may be great and your reader may be interested in your services, but without a clear call to action, your client won't know the next best step to take to work with you. This is why you need a CTA to guide your client's action.
Whether it's reaching out for a consultation, signing up for a newsletter, or looking at the latest listings, a clear and compelling CTA will encourage action and help turn your visitor into a lead.
Simple solution: Review each of your pages and make sure they have a CTA that fits the page's purpose. Use action-oriented language in your CTA buttons, such as:
“Contact us now”
“See our listings” or
Subscribe to Market Insights
Simply put, an optimized website is like having a member of your sales team available 24/7 to showcase your expertise and help potential clients feel confident in choosing you for their real estate needs.
Take the time now to review your website for common mistakes and make some simple corrections that will ensure your website functions effectively as a powerful tool for your real estate business.