According to a study by Nielsen Norman Group, your website visitors will leave your homepage within 10 to 20 seconds, unless you give them a reason to stay.
Thank you for reading this post, don't forget to subscribe!“To hold a user’s attention for several minutes, you must clearly state your value proposition within 10 seconds.”
Lose visitors here, where they land, and you lose them forever. This page is your curb appeal – your first chance to make such an unforgettable impression that they Desire Register and return.
Who is landing on your site’s homepage?
Knowing your audience is marketing 101, and figuring out who your site’s audience consists of is a no-brainer: a real estate consumer, either a buyer or a seller.
Naturally, a homebuyer wants to see the listing, but that’s not what all of your visitors are looking for. A NAR study found that these visitors also seek information about the buying process, from obtaining a loan to closing the purchase.
Homeowners looking to sell will want information about that process, and many visitors will want to learn more about you, your services, and who you work with.
To keep these people on your site long enough to convert them into a lead, your home page needs to be as good as it can be. Let’s look at one of the most important improvements you can make to your real estate website.
Customize Your Homepage
The area visible before the page starts scrolling down is known as “above the fold”. This is the most valuable real estate on your homepage, so not an inch of space should be neglected.
The most common mistake agents make on this part of the page is not mentioning their location. Most of the sites we looked at before writing this included the name of the brokerage, the name of the agent, and his phone number and email address.
Apart from a handful of agents, all the sites had no mention (above the fold) of where the agent worked. None of them mention a city, a community, or even the state where the agent serves.
Let visitors know above the fold that they’ve landed in the right place. The best way to do this is to localize the text that comes with your site.
Something as simple as changing “Your dream home awaits” to “Your dream home awaits anywhere” will tell visitors they’ve found one. local real estate site, and it will help the search engines get that too.
Scroll down your homepage, and you’ll find many other homepage localization opportunities. For example, “searching for homes” could be “searching for homes anywhere” and “selling your home” could be “selling your home anywhere.”
In addition to posting your best and most flattering review above the fold, optimizing and localizing the first page a potential customer sees will help visitors and SEO.
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