During the revision process of the 2018 REAL Trends website rankings, we came across several websites that included all the design and development elements that every great website should have. There are key indicators you should look for when viewing a brokerage website, and many of these indicators you can enhance your own website. Below we’ve outlined the six categories from our website rankings along with tips to improve your existing web presence.
Design refers to every visual aspect on a website and can include everything from messaging and branding to navigation and overall usability. With a strong design, visitors can expect to have a positive web experience from beginning to end that should cause increased engagement on different parts of your website in return. A well-designed website should make it easy for visitors to get where they need to go by taking the least amount of clicks to get there.
When it comes to community pages on a brokerage website, you should provide visitors with an influential experience, as these pages can make or break how a visitor perceives your brokerage’s expertise in the community. To provide a meaningful experience for the visitor, you should add elements to engage the visitor and showcase your knowledge.
Property detail pages give your brokerage the opportunity to showcase a property in a meaningful manner for your visitors to take action and convert into a lead. These pages should do more for your visitor than simply layout the property basics. Instead, great property detail pages will educate the visitor on the community and the home. Consider including features such as a mortgage calculator, professional interior and exterior photography and property amenities.
It’s no surprise that video holds a predominant position in web design. Video is a great way to tell a story and give your visitors context into different aspects of your brokerage, culture and brand in a way that would otherwise be difficult to communicate. Video is also used in several capacities across a website that can create the ultimate experience for your visitor.
Responsive web design should be curated to provide two different experiences for the visitor. Smooth transitions from desktop to mobile will provide the visitor with different opportunities to convert or engage specific content related to that experience. Mobile should be adjusted accordingly based on device.
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