18 Web Site Tips

2. Decide which browser you are going to learn to use. The two most popular are Microsoft Internet Explorer and Netscape. My choice is Internet Explorer

3. Go surfing on the web to gain an understanding of the Internet and the World Wide Web (WWW). Explore the net, look at others pages. What do you like/not like about the web sites of your associates and competitors.

4. Develop a "Web Page Concept": What do you want your site to "do or say"? What is the purpose of your site. If you think of it as an ad, then only expect people to drop in once. If you think of it as providing information as a service, you will get more looks and if you are good at adding content, many return looks. You are your webmaster. What’s your theme?

5. Be prepared to maintain or pay for maintenance. You can do this yourself only if you have the time. What is your time worth and could you pay somebody more that could accomplish it in less time? Understand the costs up front. $50 to $100 per hour for a programmer.

Who will design it? Who will do the HTML programming (while this may not be that difficult, do you have the time to do it)? What about graphics and a graphic designer? Who will maintain it?

6. The Web Site should be part of a comprehensive marketing and advertising strategy, i.e. include the URL in letterhead, business cards; ask clients for their email address.

7. Content is first in importance, then come your regular updates. Useful links are key. FAQs save you time and are a great client convenience. You want to communicate solid information that is good enough and current enough that people will bookmark your page and return regularly---and then, of course, use your services when they need an agent.

8. Keep material short and succinct; avoid slow loading graphics.

Think about your audience: who are they, why are they there and what do they expect to find. Then make it easy for them to navigate your site. They are in a hurry and are using basic no-frills technology. Don't hide content on the 5th page behind your marketing hype (don't bury good content).

9. Make it easy for them to contact you via an email response form. Then respond back promptly.

10. Focus on current and past clients; not prospective clients. Find ways to bring interesting information to your existing client base so they will continue to send you referrals. Let them know about new services; introduce them to new agents in the firm; make available a complete inventory of your newsletters; new laws.

11. Use links to fill in the details. Think of the top screen, the

first layer of information, as a big headline, the attention grabber.

12. Content is king; it is not static so need to update; makes it more dynamic. Don't worry about giving away too much free info. Use email alert to inform people of changes; or use top screen to flash NEW when you've added something; or date the update. The page takes the same time and commitment as creating a periodic company newsletter except there is no mailing or printing costs (or licking stamps)

13. At this stage the internet is about information, not commercials. People are coming to sites for information and will leave if all they see is hype. Use a soft sell, impress people with what you know. The learning curve is on how to market using the internet; it is not on technology --- the technology is already here.

14. Your page is not a marketing piece. Use the soft sell to promote yourself through what you know and do, not who you are. It is the difference between handing someone a copy of your resume and handing them a newsletter you write and produce ---which one will impress the potential client more?

15. The page can be a great information storage and dispersal point; you can send clients there for FAQs, links, inventory of articles. Still may want to use fax broadcasts until all your clients get on the web.

16. The key is how to take this technology and apply it to the everyday practice of real estate brokerage.

17. Your site is like an interactive, electronic yellow page ad. It is a good way to gather leads and feedback in an efficient and cost-effective manner, as well as showcase your company strength and technological sophistication.

18. Important to consider ways to get the user to look at your page the first time --search engines, cross-links, join discuss groups, business cards. They first have to find you; then you have to keep them coming back. Once you let your web site get stale, it can hurt you rather than help you.