Homepages were once the one-stop shop for online brands. As people and search engines have become better attuned to what they’re looking for though, the role of the homepage has shifted into a more targeted position. Enter your homepage content.
Content is your one weapon to showcase your value. Writing homepage copy can be hyper-targeted, seo-friendly, and unique to your brand. It’s an easy way to capture the right business and the right leads.
Now, if you’re scratching your head, wondering what to write about, we’ve got 5 simple tips to help you get started.
1. Manage Their Expectations
People aren’t just looking to complete a transaction. They each have something specific that needs to be catered to. Are they buying a home for the first time and don’t know how to start? Are they looking to jump into investment properties?
First and foremost, let them know exactly what they can find from your team. Use this to your advantage and highlight your team’s strengths.
- How long have you been in the business?
- What types of (or level of) service do you offer?
- Does your team specialize in anything?
2. Show How You’re Different
From a marketing standpoint, one topic you always want to highlight is your competitive advantage. What can someone find with you that they can’t find from every other company in your market? This differential positioning can be difficult to determine, so take a minute to think about your team’s service-model.
Does your team follow a specific process that has proven effective? Demonstrating a more efficient method definitely gives your team an advantage while at the same time illustrates that you are industry leaders.
It’s not enough to say “Our people make us different.” Look for something more specific you can leverage, like specialized experience. Whatever point you highlight, make sure to emphasize how this strengthens your company as a whole. Don’t be afraid to include awards or designations to back up your team’s proficiency in real estate. Recognition from within the industry only confirms your claims.
3. Tell Them about Your Website’s Abilities
Introduce the functionality of the site, while highlighting the ‘value added’ your site provides. Sure, they can search your entire MLS for the most current listing information, but do they know they can set up personalized searches and be sent e-alerts whenever similar houses enter the market?
Also consider how your site has the most up-do-date MLS data, tailored to a homebuyer’s needs. And for sellers, show them how their house will be featured on your site for maximum exposure. Let them know!
If used correctly, this can also be used as a call to action. For example, if you have Seller Lead Suite say something like “Take advantage of our Free Home Valuation Tool to estimate your house’s current market value.” In this way, you can provide them with an effective starting point.
4. Don’t Forget about SEO
Search engines like Google display your website based on content and meta-data. Use this to your advantage! Think about key terms people may use while searching for real estate and try to match your content to them. For example, if you live in Pleasantville, try to target keyword strings like “Pleasantville Real Estate” or “Pleasantville Homes for Sale.” The only catch-22 is you don’t want to sound like you’re writing for Google. You want to write for a person, so keep the content natural and conversational.
5. Be Brief!
People are looking for key information up front. When deciding what you want the user to take away from the homepage text, move your stronger points to the beginning. Another well-known method for making text eye-catching is to use bullet points. These make information stand out and easy to digest.
While you illustrate how awesome your team and site are, be brief. Keep it between 200–400 words or 2-3 paragraphs. Capture their attention and give them a couple of places to start. Then send them on their way to navigate through your site and become a new, hot lead!
About the author: Molly Shea is part of the Client Success team, where she spends her days helping clients customize their websites to their heart's desire.