SEO and CRO should always go hand in hand. Whilst, SEO aims to drive traffic toward a website, CRO makes sure the traffic does what you want it to when it’s there. For estate and letting agencies, conversion rate optimisation should be a big focus in their website strategy. Solely relying on specific estate agent SEO will simply not be enough in such a competitive market.
Here are 6 conversion rate optimisation tips compiled by the expert KIJO team tailored for estate and letting agencies. These will help to turn your estate agent website visitors into enquiring clients, solid leads and potential listings.
Conversion Rate Optimisation (CRO) focuses on enhancing your website to increase the percentage of visitors who take a desired action. For letting and estate agents this might be filling out a contact form, scheduling a property viewing, or signing up for a newsletter.
In order to increase your conversion rates, optimising your pages is key. Good CRO can in turn promote your estate agency website’s SEO, and vice versa. It helps keep users on your pages for longer and this, in turn, shows Google your website is interesting and engaging.
Your homepage is often the first point of contact for potential clients. Therefore, we want it to capture them from the off. Ensure your homepage and website design it’s clean, professional, and easy to navigate. Highlight your unique selling points (USPs), such as your most impressive property, market expertise, and promotional offers.
Prominently display CTAs that guide visitors towards the next step. Whether it’s viewing properties, contacting an agent, or signing up for updates, your CTAs need to be clear and visible. Use action-oriented language like “Find Your Dream Home” or “Get a Free Valuation.” which encourages the user to take action.
Related Read: Why CTAs are Important
Invest in professional photography and video tours. High-quality visuals significantly impact a visitor’s decision to inquire about a property. Ensure images are well-lit, clear, and show multiple angles of each room.
KIJO Pro Tip: To avoid negatively impacting your SEO, make sure your images are compressed. This means the file size will be small so won’t slow your website down, but it won’t compromise the quality of the images either. You can do this with brilliant WordPress plugins like Imagify easily.
Write compelling and detailed property descriptions. Include key features, neighbourhood highlights, and any unique selling points about the property specifically. Use bullet points for readability and incorporate SEO keywords where appropriate in a natural way.
Offer virtual tours to give potential buyers an immersive experience. This is particularly useful for out-of-town buyers who cannot visit the property in person. These too should be filmed and edited professionally, and then optimally compressed.
Mobile optimisation is a great example of CRO and SEO working together. Ensuring your website is fully responsive and functions well across all devices is something Google and other SERPs (search engine result pages) favour. However, a significant portion of estate and letting agency searches occur on mobile devices first. This means a seamless mobile experience is also crucial for your user’s experience. If you’re looking to boost your SEO and conversions, mobile-first, responsive design is a must.
Related Read: 10 Responsive Design Essentials
Optimise your website for speed. This also boosts both SEO and CRO. Slow loading times can frustrate visitors and increase bounce rates. It can also cause Google to rank your website unfavourably. Compress images and videos, leverage browser caching, and use a Content Delivery Network (CDN) to improve your website’s load times.
Simplifying your website’s navigation can be a great help to keeping user’s on your website (SEO) and converting (CRO). Use clear menus, logical categories, and a search function to help users find what they’re looking for quickly. Include filters for property searches, such as price range, location, and property type.
Feature testimonials from satisfied clients prominently on your website. Positive reviews build trust and can significantly influence potential clients to contact your agency. You could even consider displaying a widget of good Google reviews or something similar.
Related Read: The Importance of Customer Feedback and How to Display It
Showcase detailed case studies of successful transactions. Highlight the challenges faced, solutions provided, and results achieved to demonstrate your expertise and success rate.
Display any industry certifications, awards, or memberships in professional associations. These elements add credibility and reassure visitors of your professionalism.
How do we know our efforts are working? Testing! Regularly conduct A/B tests on different elements of your website, such as CTAs, headlines, and forms. Analyse the results to determine what works best for your audience. You can ask your website development team to implement these sorts of tests for you.
Use tools like heatmaps and session recordings to understand how visitors interact with your website. Identify areas of interest, potential drop-off points, and opportunities for improvement. You can then create a strategy of what to implement and try next. Tools like Hotjar are great for exploring heatmaps and session recordings.
Keep an eye on key metrics such as bounce rate, average session duration, and conversion rate. You can do this with tools like Google Analytics. Use this data to make informed decisions and continuously optimise your website.
Adding a live chat feature that provides instant assistance to visitors can be a great extra service offering. This can help answer questions in real time and capture leads who may be hesitant to fill out a form or make a call.
Consider using AI-powered chatbots to handle common inquiries and guide visitors through your estate agency website. This ensures 24/7 support and can significantly enhance the user experience.
Place email capture forms strategically throughout your website. You could offer valuable resources to users like recent market reports or buying guides to encourage their input.
By implementing these 6 conversion rate optimisation tips, you can enhance the user experience on your estate agency website. This will attract more potential buyers, sellers and listings.
The easiest way to put strong estate agent SEO and CRO practices in place though is to instruct a specialist website design agency. This will enable you to consistently optimise your estate and letting agent SEO month on month.
Our KIJO Optimise package is completely comprehensive and transforms a website into one that delivers. Looking at 113 data points, our expert team will pinpoint exactly how to make your site rank higher on Google, boost traffic, and increase conversion volume and ratio. By continually analysing your website’s performance and remaining flexible with your strategies, KIJO Optimise will help you maintain that all important competitive edge. This is key for the growth and success of your property agency.
Read More: KIJO Optimise
If you think the KIJO Optimise package or our website design services can help your estate agency, contact us today.
