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Online Shoppers Appreciate An Optimized Website
How long does it take a customer to wonder if a website is working correctly?
This was one of the first areas that was explored in modern user experience research. The experts in the field have known since the 1990s that it takes as little as one second for a computer user to notice their experience is not seamless.
If there is a longer delay, or if shorter delays accumulate, most people find they can no longer stay focused on the task at hand. They will usually respond by going to a competitor's site. This effect is amplified by search engines, which make it easy to open alternatives in tabs.
When someone's immersion in your website is broken, it has a serious impact on how they see you and your brand. Your real estate website is considered a reflection of your expertise as a real estate agent. This works in your favor when the site is highly professional but sabotages you otherwise.
An Optimized Website Is More Important Now than Ever
Over the last decade, there's been a significant transformation of the real estate industry as buyers and sellers alike shift toward online platforms. Thanks to the incredible innovation of the MLS, buyers have always had a penchant for viewing aspirational properties online, but now it has gone into overdrive.
Millennials and Generation Z now make up the majority of buyers and will soon eclipse others in terms of first-time selling, too. The majority of these are "digital natives" who have grown up with access to wireless technology, and elder Millennials who don't fit that criteria have long since adapted.
You might think this means all your future customers are highly tech-savvy, but many of them are not really experts. Instead, their exposure to tens of thousands of websites over many years gives them a "sense" for what they expect from a reputable online brand, even if they can't put it into words.
Making sure your website reflects these "unwritten rules" is absolutely crucial because younger buyers and sellers aren't shy about going elsewhere for a website that meets their needs. And once they have decided to interview a real estate agent, they are most likely to go with their first-choice option.
But don't worry: It all makes sense when you take a peek behind the curtain.
What Makes an Optimized Real Estate Website in 2023?
While there are many things that go into optimizing a website, the bottom line is much simpler.
An optimized real estate website is one that makes it as easy as possible for your users to reach their goals on your website. Whether they want to look at listings, learn about financing, discover the local neighborhoods, or even find out more about you, they should be able to do so.
There are some basic factors that always contribute to their (and your!) success in this area.
These are the major optimization factors to keep in mind:
- Your Website Must Be Fast
Whether your website is fast or not depends on technical factors that aren't always under your direct control, but you can make the right choices in terms of whether your site is hosted with a fast service. Likewise, you can use technical tools like image compression to ensure your website loads faster. - Your Website Must Be Secure
These days, all websites must have a high level of encryption. Encryption helps make certain that no one can impersonate your website or steal data as it goes back and forth between your site and the user. An "SSL" (Secure Socket Layer) security certificate is a must and can often be set up for free. - Your Website Must Be Mobile-Friendly
In the eyes of Google and other search engines, your website has two versions: Desktop and mobile. In general, the mobile version is consulted first to determine your search ranks. Verify that your website is using a "responsive theme" that automatically arranges elements for ease of use on a smartphone. - Your Website Must Be Easy to Navigate
Most websites are arranged as separate "silos" of relevant content. For example, there'll be a category about neighborhoods and pages for each one, a category about frequently asked questions where some will have their own page, and so on. Make your navigation consistent and simple, ensuring that nothing is buried more than three pages deep within any given topic silo. - You Must Be Easy to Contact
Look at the listings of any successful real estate agent today, and you'll find many listed as "responds within fifteen minutes" or less. You should provide many different ways to reach out on your website — and set each up so you'll get a text on your phone and can respond immediately.
Contact us for expert assistance on your optimized real estate website.
