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Expert Tips on Improving Your Web Site
Learn what your fellow salespeople are doing right and wrong to attract prospects to their Web sites.
| | | |  | | BY MARIWYN EVANS
If you’ve always wanted to hire a Web design consultant, but didn’t think you could afford it, here’s the next best thing. In this companion piece to REALTOR® Magazine’s “Web Sites that Pay ,” Internet gurus and REALTOR® Magazine columnists Stephen M. Canale and Mr. Internet (aka Michael J. Russer) offer expert advice on ways to make some of our featured real estate Web sites even better.
Visitmyhomes.com
Bart Zimmer, Coldwell Banker Dan Blough and Associates, Santa Maria, Calif., visitmyhomes@Number1Expert.com
This template-based site is full of local information that attracts relocation clients.
Canale’s Comments
Keep It:
· Good content, although heavy use of graphics can slow down load time.
· Well-designed forms for prospects under the "Buyer" section makes it easy to gather information. The risk is that asking for so much information whenever a prospect request something may turn off some visitors.
· Good use of the drop-down menu for navigation from the home page.
· The “printable flyer” option under the “Feature Property” is a great marketing tool; adjust margins so the flyer will print on one page.
· Easy navigation makes the presentation of Zimmer’s personal listings attractive; consider adding more information such as directional mapping, virtual tours, and extra property statistics such as square footage.
· A site map on the right-hand side of the page assists in improving search-engine rankings, but it may overwhelm the average visitor.
Work on It:
· Placing navigation at right, left, and top of the home page makes it hard for users to know where to look. Group all the navigation tools together; likewise, put subscribing to news, new listings, and relocation info in one group for easy access.
· Complex framing for the linked sites found in the National Listings Databases section (Click "Find homes," then "Homes for sale in national American USA web site listings databases of properties") allows for links to outside sites, but is too distracting and difficult to navigate.
Mr. Internet’s Insights
Keep It:
· A unique overall look on the home page, with good, if slightly wordy, copy that is direct, compelling, and personal.
· The inclusion of the value-offers for buyers and sellers on the home page shows the visitor that the site has good content depth and provides great differentiation from competitors.
· A very interactive approach gives visitors lots of opportunities to request information from every page. The next step would be to add “process-scenario thinking” in which the site owners gets users to interact with him. See my December 2001 article on "Humanizing Your Web Site ."
· A great overview of the Santa Maria area under “Local Info” with good emphasis on necessities, such as phone numbers, climate, and map, plus personalized novelty features such as a discussion of the town’s "barbecue style.” Consider adding virtual tours of some of the more scenic spots.
"Smart” features, such as hidden fields in coding powering the site’s forms, which self-identify which form was used, pinpoint exactly what each visitor is responding to.
· Privacy statements throughout help ensure Internet-empowered consumers that they won’t be pestered.
Work on It:
· The continuously running Flash movie at the top of the home page could be distracting.
· The content is so rich on this site that a site-based search engine would be a great benefit. Get a free one online from Picosearch.com.
· The extensive use of pop-up windows may run into conflict with the increasingly common “pop-up buster” software, which can be added to browsers to combat the proliferation of pop-up advertising. Unfortunately, it will also prevent utilitarian pop-ups.
· Be sure to have permission to use the framed listing pages from other organizations, otherwise, it’s a lawsuit waiting to happen.
· Site’s placement on search engine is OK, but could be improved by using a pay-per-click service such as Overture.com, which feeds its top three search results to many other search engines.
Westonflorida.com
Douglas Preston, Arvida Realty Services, Weston, Fla.,dpreston@westonflorida.com
This buyer-oriented site has helped Preston increase business by 30 percent—almost totally from relocation buyers.
Canale’s Comments
Keep It:
· The excellent content is well organized, but excessive use of graphics makes the information harder to use.
· The drop-down menus are functional, but would be easier to read if the type were slightly larger; using a sans-serif type would also increase readability.
· The idea of listing local “Amenities” is a great one, but mentioning only one athletic club and one country club is too limiting; add more, or if there’s only one, note that.
Work on It:
· The advertising banner on the home page may be a revenue generator, but it probably turns off some visitors and might hurt credibility.
· The number of graphics on the home page could be reduced by 10 percent to 20 percent to eliminate clutter and make the page more readable.
· The counting banner, which shows the number of people online concurrently, means that it’s really counting page loads, not unique visitors. It also slows down page load time. Eliminate it.
Mr. Internet’s Insights
Keep It:
· The clean home page design immediately identifies the affluent Florida market he serves. But the page design should be more distinctive and individual.
· Consistent navigation scheme on every page adds to usability.
· Video of the Weston neighborhood is a great custom feature; shifting to a virtual-tour format might create a more intimate sense of contact.
· Weston and Florida information pages—linkable from the top navigation--have good content depth; try to build up other parts of the site to that level by adding more that would appeal to the affluent relocation customer. Examples would include menus, photos, and maps to reach local resorts, restaurants, and scenic attractions.
Work on It:
· There’s good information here. Preston can do more to encourage interaction between visitors by adding sign-up forms, information request areas, or multiple-e-mailing options. Add a drip e-mail option that would allow visitors to sign up for regular automated updates on home availability or buying tips.
· An FAQ section would be a simple way to give relocation prospects more information about the area.
· The property search would be improved by adding e-mail updating service of new listings that fit the search parameters. This option would also give Preston a way to build long-term relationship with visitors.
Nvahomes.com
Glen Baird, Infinity Realty International Inc., Fairfax, Va., gbaird@nvahomes.com
This self-designed site has helped Baird attract listings in a much higher price range than he has worked in the past.
Canale’s Comments
Keep It:
· The “Forms and Advice” section provides great content and value to the visitor, especially in the use of PDF formats to distribute electronic documents.
· The “Local Links” to outside resources, such as local transportation, utilities, and tax records, also add to the depth of content.
Work on It:
· The home page was designed for only one screen size, which makes it necessary for those with smaller screens to scroll to reach some of the navigational links across the top of the page. This could decrease usability and frustrate some users.
· Extensive graphics take up too much of the space on the home page; make them smaller to give more room for content there.
· The link to the listing brochure (click “About Glen”) takes too long to download; reduce the file size to accommodate slower dial-up connections.
Mr. Internet’s Insights
Keep It:
· The “Forms and Advice” section could go to the next level by making the section more instructional. Add FAQs and encourage the visitor to e-mail for more extensive information.
· A nice, friendly tone to the copy makes the site inviting.
Work on It:
· The site doesn’t do enough to differentiate Baird from competitors; add more specifics on the types of property he specializes in and what sets his service apart.
· Add more ways for visitors to interact and make contact—such as an e-mail address and information-request forms--throughout the site. Now the only e-mail addresses for Baird seems to be on the home page, and the “Home Value” section is the only one with a form to encourage user response. | | |
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