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We’re in
a recession, and perhaps your business is slower than usual.
But it’s always a good time to take stock of what’s working for you,
and what needs some attention – including your Web site! Here are
my suggestions for a great tune-up audit – take a fresh look at your site and
your promotional strategy with these pointers: Is your
site appealing to all your markets? Do you
have different potential buyers for different aspects of your services?
Is there content on your site that’s designed for each of these?
Have you considered whether your Web audience might be different from
your traditional markets, and if so, whether you can exploit that? I worked
with a realtor recently who received a lead from Shanghai, China, while I was in
his office! The potential client
was looking for help in moving back to the US . . .
But, if you only deal with sellers, make that clear on your site, so that
you’re not spending time on unqualified leads. Does
your content engage your visitors? Your site
should be written from your visitors’ point of view, not yours. Does your home page clearly recognize why the reader might be
there – what’s in it for them, and why they should care?
What are the problems or issues that they might have, and how will you
solve them? Do you
have specific niche markets that you target, such as senior citizens, first-time
buyers, or people for whom English is a second language?
Make sure that you clearly show that you understand the special concerns
of those audiences – and include some content in their language (if you can
speak it too!) Can you
make your case? If you
claim that your products or services achieve results, do you have clear content
on your site that substantiates this? Do
you provide testimonials from happy customers?
Third party endorsements are worth far more than your own promotional
text, and they should be spread throughout your site, not relegated to a
separate page that few visitors will go to. Ask a few
happy clients for some great quotes about their experience in working with you.
Usually, people love to see their name on your site – and their words
will really add credibility to your customer service statements. Do you
position yourself as an expert? One of the
most effective ways to get exposure is to publish articles, and white papers
around your area of expertise. The
content on your site will be picked up by the search engines, and you can also
offer articles to publications that your target markets read – always with a
link back, or reference to your site, of course. Perhaps
you have visitors browsing your site who are not sure that they want to work
with a realtor. Include content
about the complexities of valuations, negotiations, etc. – and actual examples
of how you can help to increase the return that they can potentially realize.
If you have achieved special certifications, or other awards or
recognition, cite these (with an explanation of why that makes you more valuable
to your clients). Do you
ask for the business? Whatever
the outcomes that you want from your site, you need to ask for it. Too many Web pages end weakly, with no clear calls to action.
Don’t make your visitors have to work to decide what to do next –
they won’t! Every page on your site should have a strategy – invite the
visitor to interact with you, or go to the next page, but make it easy and
obvious. So, at the
appropriate place in each page, include a link to your contact form – that
says “ask me for an appointment”, “sign up for my updated listings” –
or whatever invitation may be relevant. Do you
have a diversified promotional strategy? Don’t
depend on free search engines to get you traffic.
Are you exploring other ways of promoting your site – such as using
your content and articles, advertising in e-zines, appending a signature file to
your e-mail, regularly sending updates to your previous customers, and ensuring
that your traditional marketing is integrated with your online activities? Investing
in a good contact management database, such as Outlook or ACT! can really pay
off. If your clients are willing to
give you their e-mail addresses, you can record their housing preferences,
birthdays and other occasions, and send out reminders and referral incentives to
generate more business. Are you
reviewing your traffic analysis? Last, but
really key – your Website traffic reports will tell you what’s working and
what isn’t. Without this
information, you’re really shooting in the dark – what if you were to find
that the majority of your hard-earned visitors never go beyond your home page? Ask your
Web designer if you can get traffic reports, and find out what’s popular on
your site, as well as the places that your visitors rarely go to.
You may make some very valuable discoveries! This
isn’t an exhaustive list, but it’s a good start.
I hope that your Web site passes the test! Published in FPG's March 2002 Issue |
