A landing page is the perfect place to get new leads for your agency. It’s purpose is to collect information from visitors, turning them into leads. It is different from your homepage, because although that contains a contact form, it serves other purposes, meaning it’s not a landing page. There should be no navigation to your website. Conversions happen on the landing page. In essence its a page with no distractions and the sole purpose of collecting leads.
Usually landing pages are used by business’ that aren’t estate agencies, however with the way digital marketing is moving, using landing pages for your agency is a savvy move.
As soon as anyone lands on your landing page, they’re going to answer two questions subconsciously, within 3 seconds. ‘Is this for me?‘ And ‘can I trust them?‘ Be explicitly clear what you’re offering and what you do. If they decide the answer is ‘no,’ they’ll leave. If yes, they will keep on reading, and *hopefully* exchange contact details.
Keep your landing page clear and relevant. Decide what service/ product you’re pushing, and whose contact details you want to get. Let’s take valuations as an example. Explicitly say you’re offering valuations in the area so there’s no confusion. Add a contact form above the website fold. Give all the basic information someone would need and keep it above the fold.
For those who don’t know what ‘above the fold’ is, it’s the top part of the website which is initially in view before you scroll down.
People don’t read. Ok we do but when you’re scanning a webpage, you’re not going to read a massive block of text. Keep it simple and the text above the fold should be short, sweet and relevant. Images should be high quality, enhancing the page, not confusing the visitor. Keep only essential information above the fold, including a contact form.
As mentioned above, visitors are going to want to know if they can trust your agency. Include trustworthy testimonials and proof of your success as a way to build instant trust.
Ensure your testimonials are good quality and believable. Include names of people who gave the testimonial and any other relevant information about them, as long as you have permission to do so. In b2b marketing, we usually use name, company and a photo to support the testimonial.
If testimonials aren’t enough, include facts and figures to impress. Property and assets are a big deal, so they are going to want someone with utmost expertise.
Landing Pages are all about converting new leads. Ensure your contact form and call to actions are strategically placed. Personally, my go to contact form position is on the centre right of the page, above the fold, and clear as day to the website visitor.
Logical flow to the copy on your landing page is essential, but easily overlooked.
Start with an explanation (what you’re offering.) Then tell visitors the benefits of using your agency. Include testimonials to back up what you’ve just said, then add the call to action.
Your call to action button should really stand out. Use colours such as orange, yellow or bright blue, to catch the eye of the visitor.
Property Hive is aimed at DIY estate agents and startups. See more of our blog posts containing estate agency website tips.