5 tips for a better landing page

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Web Optimization

Have you ever walked into a house and thought, “Whoa, that’s not what I expected.” That is exactly how your web visitors feel if they click on a link or an ad and end up on a landing page that doesn’t quite match their expectation.

Let’s take a step back. What is a landing page?

A landing page is any web page where your customer “lands,” either by typing in your web address, clicking on an ad or doing a search on Google. It might be your home page…. but it could also be your About page or a listing page.

Web designers and marketing agencies know all about landing pages. But it’s not always possible to work with them so here are some landing page tips the marketing pros know… and now you do, too.

  1. Be easy to find. Make your contact information obvious and consistent. Offer your phone, email and text options so people can contact you in their favorite way. See how Mark Slade of Keller Williams in New Jersey has his contact information at the top right of every page. That’s easy to find.
  2. Write like you talk. Don’t fill the page with paragraphs of legalese or marketing jargon. Make your content conversational, easy to read, easy to scan and easy to move on to the next step. Short sentences work!
  3. Tell them what to do. So you get a visitor to your page. Now what? Tell them! The call to action (or CTA in fancy marketing-speak) is what you want your visitor to do: Sign Up. Make An Appointment. Watch Our Video. Make sure it’s easy to find and understand.
  4. Be specific. Don’t just call your personal bio page ‘About.’ Call it ‘About Jane Smith, Real Estate Agent in Hometown, State.’ Also, keep the content simple and above the fold (aka the portion of the webpage that is visible without scrolling.) This tends to be a common error with agents’ websites. Don’t make your important information hard to find.
  5. Try to match. If your AdWerx ad or other marketing collateral has a gold logo, be sure your landing page does, too. Use the same photo of you or of your house listing. This is called graphic continuity, and it helps to reinforce to your users that they clicked on the link and they are in the right place. It’s like carrying on a visual conversation.

Along with awareness marketing, landing pages are a critical part of your digital marketing strategy for your real estate business. And these easy to implement tips can help you take your real estate landing page to the next level.

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