As mentioned in a previous post of mine, '5 key ingredients for a performant, lead generating website', there is an old, wise saying "content is king". This rings true in any industry, and estate agency is no exception. By putting together a strategy behind your content, you can ensure both of your user types can find exactly what they want to find via a clear, easy journey through your site. Below is a little more detail behind some key factors when creating your content:
Picking the right content
First of all, pick the right type of content for each area on your site. Let's say a potential landlord arrives on your home page greeted with a nice lifestyle image, some text about your team and an essay explaining why they should let their property with you. It's probably safe to say it's not immediately obvious that they can rely on you to sell their property. Compare this to them arriving on your home page to find a short video showing a few testimonials from happy landlords, and a carousel of properties that you've recently let. It's obvious which of these two scenarios is more effective.
Not all vendors and landlords are likely to be ready to request a valuation as soon as they land on your website. Make it glaringly obvious that you are the right agent for them as touched on above. Have you received lovely testimonials/thank you cards/social media comments from happy customers? If so, this type of 'social proofing' content is a surefire way to gain the trust of a potential vendor/landlord. Make sure this is on all the entry points to your website, mainly the home page or any vendor/landlord specific content such as 'guides' to selling/letting.
A quick way to gain the trust of a user is to be transparent about what you are offering. Hiding away fees or terms and conditions is not the best approach, whether purely by accident or because you feel like you'd rather tackle that issue with the customer when you speak to them. For example, providing easy access to your tenant fees will get tenants on board with your offering as well as conforming to industry guidelines.
Search engine optimisation
Search engine optimisation is, of course, another hugely important consideration. Correctly feeding relevant keywords such as 'estate agents in yourlocation' or 'property for sale in yourlocation' into your content all helps in the process of improving your rankings. This in turn will of course increase traffic to your site.
We've seen some high increases in traffic when following the vitals mentioned in this article. In this example, sessions on the site increased by over 35% compared to the same month in the previous year. Sessions by new users increased by over 40%.