If you’re confused about why your estate agency website is failing to bring in new business, try looking at it from the point of view of a vendor. You might find there are aspects of your site that aren’t hitting the mark.

As your virtual shop window, your website homepage is just as important for attracting customers as your actual premises – probably more so.

Buyers and renters will come to your site via searches or the property portals with a specific home in mind. They’ll be less interested in you as an agent than in the places you have for sale or to let.

But the vendors who you need to attract to fuel your business have arrived at your site via a search or your Google My Business profile. They are there to find out about you – and how you present yourself matters.

It’s easy to miss the issues with your website that turn vendors away. You’re looking at it every day and might not notice the stale information, oddly placed calls to action or awkward navigation. So, we’d suggest giving your site a thorough audit from the vendor’s point of view.

Our extensive analysis of local agent websites has revealed some key failings that vendors notice, but you probably aren’t aware of. We look at each in turn with tips for turning your site around.

1. Outdated testimonials 

Great reviews and testimonials are vital for helping vendors put their faith in you when it comes to selling their homes. Research shows people place as much trust in good Google reviews as word-of-mouth recommendations, with most refusing to look at anything below a four-star rating.

Nothing looks worse than vaguely worded reviews written ages ago.”

It’s great that you want to profile good testimonials, but they need to be recent and relevant to your target audience. Nothing looks worse than vaguely worded reviews written ages ago. So, make it your policy to always ask satisfied customers for feedback.

2. Poor imagery

With the wealth of free imagery available online – not to mention the facility to manufacture it using AI tools – it’s easy to populate your site with glossy photos.

But think carefully about the shots you are using. Stock imagery, featuring perfect models, that doesn’t reflect your area is a real turn off as it makes your site look inauthentic.

Instead feature what’s great about your local patch, your premium properties and your enthusiastic staff members. You’re commissioning photos of properties all the time – get your best shots onto that homepage.

3. Confusing CTAs

‘Request a valuation’, ‘book a call’, ‘talk to us’, ‘get a free market appraisal now’. Some sites don’t know how to stop when it comes to loading up their pages with calls to action. Instead, think about your target audience and what will get them taking that vital first step. Keep that message clear and centre stage.

Buyers will want to search for properties or register their interest, while landlords may want to download your latest renters rights guide.

4. No local proof

People are coming to your site rather than national chains or online services because they value the local market knowledge which boosts their chance of a smooth sale.

Demonstrate that you are grounded in the community on your site. This could be with the great photos we mentioned above, your articles deconstructing the current market or evidence of your involvement in community events.

5. Lack of information about your services

Customers need clear information about the services you offer. If you specialise in a particular market – young city professionals, family homes or the prime sector – gear this information to your ideal audience persona and the types of property they are looking to sell.

6. Poor property listings

Vendors might not care much about the properties you are currently offering – but they will be interested in how you market them. Dimly lit property shots, badly written details and a sketchy design are all a no no.

Vendors want to imagine how their home will look on your property pages and if your portfolio isn’t shown in the best light they will certainly move on.

The basics

This is aside from all the basics of good website design that you need to have covered and that we’ve talked about before – so having clear homepage messaging that talks direct to vendors, ensuring your site is mobile responsive and that your load speeds are fast enough along with a clear navigation and no dated content.

If your site is still not pulling in the vendors or you’re struggling to see what is wrong, get friends or family members to take an objective look. Or consider getting professional advice about what makes sites work for vendors right now.

Need a new website? Book a Demo call with the team at Art Division.