The four things a real estate website needs to convert

A high-converting real estate website needs four things working together: a clear path to enquiry (conversions), useful local content, a fast and easy experience on any device (usability), and a sound technical base. If your site gets traffic but few appraisal requests, the problem is usually in one of these four areas.

This guide works through each, with a checklist you can use to audit your own site this week.

Why traffic alone is not enough

You may be spending money on ads, social media, email or SEO to bring people to your website. If the site does not convert those visitors into enquiries, that spend is wasted. Fixing the website often gives a bigger return than adding more traffic.

Start by deciding what counts as a conversion for your agency. For most agents, the main ones are an appraisal request, a phone call and a property management enquiry. Everything else, such as newsletter sign-ups, is secondary.

1. Conversions: make the next step obvious

A visitor should never have to wonder what to do next. Check each of these:

• One primary action per page. On most pages it is "Book a free appraisal".
• A visible button above the fold. Visitors should see it without scrolling on both desktop and mobile.
• Short forms. Ask for the minimum you need to follow up. Every extra field reduces the number of people who finish.
• Click-to-call on mobile. A tappable phone number removes friction for people who prefer to talk.
• A thank-you page or message. Confirm the request has been received and say when they will hear from you. This page can also be used to track conversions.
• Fast follow-up. A form is only as good as the speed of your reply. Make sure notifications reach someone who will respond.

Our post on six website changes to increase lead conversions goes deeper into this area.

2. Content: show you know the market

Content is what convinces a visitor you are the right agent and what helps search engines understand your site. It should answer the questions vendors and landlords ask before they call.

• Suburb pages with local market commentary, recent sales you are able to share and the services you offer in that area.
• Service pages for selling, leasing and property management, each explaining the process, timeframes and what you do.
• Team pages with real photos and short bios.
• Reviews from real clients, shown with their consent and where the visitor can see them.
• Blog or guide content that answers common questions, such as how to prepare a home for sale. See how to create content from client questions.

Write in plain language and avoid copy that could apply to any agency in any suburb. Specific beats generic.

3. Usability: make it easy on any device

People find agents on their phones, often in a spare moment. A site that is slow or difficult on a small screen loses them.

• Test on a real phone over mobile data, not only on your office wifi.
• Keep navigation simple. Five or six main menu items are usually enough, with the main action visible.
• Use legible type and contrast. Body text should be easy to read without zooming.
• Make search and filters simple if you display listings, so buyers find the right property quickly.
• Check accessibility basics. Add alt text to images, use headings in order and make sure links and buttons can be used with a keyboard.
• Compress images. Large, uncompressed photos are one of the most common reasons pages load slowly.

4. Technical: the engine under the bonnet

The technical layer is easy to ignore until something breaks. These are the basics to get right:

• HTTPS across the whole site, with no browser security warnings.
• Analytics and conversion tracking so you can see which pages and campaigns produce enquiries. Our Google Analytics guide for real estate is a good place to start.
• Indexing. Check in Google Search Console that your important pages are indexed and free of errors.
• Page speed. Review it periodically, as images, plug-ins and scripts tend to accumulate over time.
• Clean URLs, titles and meta descriptions that describe each page accurately.
• Structured data where it helps. See schema markup for real estate.
• Backups and updates to keep the site secure and recoverable.

How to decide what to fix first

Start with conversions, because a small change there pays off straight away. Then move to usability, since a slow or confusing site undoes good copy. Content and technical work take longer, so schedule them in stages rather than trying to do everything at once.

Keep a simple list of changes with the date you made each one. When enquiries rise or fall, you can look back at what changed and learn from it.

A one-hour website audit

1. Open your homepage on your phone. Can you see what to do within five seconds?
2. Submit your own appraisal form. Does the confirmation work, and does someone get notified?
3. Time your reply. How long does it take someone to respond?
4. Check your analytics. How many enquiries did the site produce last month, and from where?
5. Click through every menu item. Are there broken links or out-of-date pages?
6. Pick the weakest area from the four above and fix that first.

When to ask for help

If the audit turns up more than a few problems, or you are not sure how to measure conversions, an outside review can save time. You can book a call with Lead Fleet and we will look at where your website is losing enquiries.