Estate agency and property websites have lots of different functions – from the virtual shop window where you profile your sale and rental properties, to a showcase for your brand. But one key function of your website is to generate leads and convert them into loyal customers.

There is more to a lead generating website than a nice design, good photography and a few testimonials. You need to consider how each element of your site’s look and functionality work with your ideal customer’s journey – from vaguely curious to signed up vendor or landlord and even advocate for your brand.

To help you review your site with this in mind, we look at the essential elements of a lead generating property website and how to make them work for you.

1. Are you using the right lead magnet?

Lead magnets are offers made to a potential customer to help them take the next step in their relationship with you. This may be booking a valuation, but it could also be something smaller, like signing up for your newsletter, for example.

Lead magnets are offers that your customer will perceive as valuable. Examples include guides for landlords or sellers, checklists for home movers, places on webinars about legislation for landlord, e-books on renting, etc.

They need to promise your potential vendor or landlord something useful in return for a small step – sharing their email address or signing up for a valuation, maybe.

If you have an instant valuation tool on your property website, which asks for contact details before revealing house price information, you’re already using lead magnets to your advantage.

2. Is your site optimised for mobiles?

This applies to so many estate agent marketing issues, but it’s worth mentioning again. You absolutely need to make sure your website is optimised for mobile users to maximise your lead generation efforts.

You absolutely need to make sure your website is optimised for mobile users to maximise your lead generation efforts.”

It’s been true for a while now that the vast majority of property searches begin on a phone or tablet. However, vendors and landlords will begin their search for a new agent on their devices too. If your site looks clunky and feels unresponsive on a mobile, you’ll be turning away leads before you even start.

3. What is the call to action?

Give lots of thought to your call to action (CTA) as it is probably the most important element of your lead generating webpage. Your CTA may be around booking a valuation but it doesn’t have to be. Think about nurturing your customer as a long game, which starts with offering them valuable content in the form of your lead magnet. Use this to get their email address and start building your relationship from there. Make sure your CTA reflects the content on the page – which may not always be about going straight to valuation bookings.

How your CTA is worded is important, but so is its appearance and placement on the page. You may wish to add multiple CTAs as buttons, web links, images or banners. It is often worth having a link to your valuation page on the top menu where anyone who has come to your site for this reason can easily find it.

4. Is your design easy on the eye?

Your property website needs to look nice and feel engaging. If it looks ugly, dated, crowded or confusing you will drive people away. Make sure it reflects your brand in a positive way. It is worth investing in getting the step right if you can.

5. Does your navigation draw users to the right place?

Your site’s navigation needs to be clear, simple and intuitive to ensure users can move around with ease and find what they’re looking for. Otherwise you risk putting them off before they’ve even noticed your lead magnets and CTAs.

6. Is your content hitting the mark?

If you include blog posts and video content on your site, make sure it is high quality and really addressing the pain points experienced by your target audience. By offering this great content for free, they are more likely to respond to your lead magnet.

6. Have you social-proofed your site?

Finally, in an age when reviews count for everything, social proofing your site is crucial to giving your leads the reassurance they need to take the next step. It’s about showing wavering customers that others are engaging with your brand and having a positive experience.

Think about integrating review content from sites such as Trustpilot as well as adding your best testimonials and engaging case studies to build trust. And if you’ve won industry awards or achieved accreditation, make sure these get a mention too.

Got a question? Need help with your digital marketing? Visit www.artdivision.co.uk