DOES YOUR WEBSITE HAVE WHAT IT TAKES TO DRIVE TRAFFIC? Part 1
In today’s market, new home consumers are spending up to eight weeks doing their research online. Their goal in this research process is to shop by elimination to narrow their search down to three communities that fit their desires and then make an on-site visit. If your website does not effectively tell your story or resonate with the consumer, you will lose this battle before you ever realized it began.
Consumers will not contact you to clarify your message they will simply eliminate your product from consideration. With the website being the most fundamental marketing tool, the hub of all the information here are some key considerations:
UNIQUE SELLING PROPOSITION (USP)
It is extremely important that the user can immediately ascertain the value of the site’s purpose and the usefulness of the content. The unique selling proposition should be clearly stated on the home page. Remember, current research tells us that we have 4 SECONDS to tell your user who you are in order for them to continue to invest their valuable time in your website.
KEY ACTION POINTS/ CALL-TO-ACTION
This site should be richly interactive and encourage user participation from the outset. There should be direct links to key action points immediately visible on the homepage. The website should provide a means to engage in a discussion with the user and encourage the next step direct contact via an online form, email, or phone call.
DEPTH OF SITE AND LEVEL OF INTERACTION
The site should strive to completely engage the user. The goal should be to create a website with such compelling and engaging content that the user stays as long as possible on each visit, and revisits the site frequently. Also, as a medium, websites are especially tailored to present content through the combined use of text, graphics, and animation offering a huge potential to convey content and meaning to users. Therefore, a website should be as interactive as possible to take advantage of the great opportunity to engage users
AESTHETICS/USE OF VALUABLE GRAPHICS
Successful websites are founded in firm and established design principles. Graphics should add value to the website, and never reduce the readability or performance. It is important that the look and feel of a website be a positive and compelling visual reflection of the product through the use of colors, fonts, and graphics.
All content presented on the site should be of the highest quality. Animations and graphics are to support the content, not compete. It is important to ensure that your message is clear and your intent is obvious. Ensure that all content is accurate and error free.
Stay tuned for the next part of this article for more new home sales insights from real estate e-marketing expert Tom Nelson.