One of the questions I hear often after teaching a Leader's Edge class is "would you please look
at my website and give me your opinion?" Please keep in mind that I am not a technology "guru"
but I would like to share a few key tips which will help you with creating your website, or giving
your current site a makeover.
Consumers expect us to have a website. Many of them will visit our websites to make sure we
look credible before they agree to work with us. How much of your marketing budget is spent
on your e-strategies? How can you better use the Internet to capture more opportunities?
Link Your Print & Web Marketing: All of your print marketing pieces should be designed to
drive traffic to your website. Approximately 71% of buyers use the Internet either frequently
or occasionally during their home search, so it only makes sense that you devote a significant
portion of your marketing budget to e-strategies that will drive more people to your website
when they are looking for a mortgage.
Cut the Clutter: Your home page needs to be clean and easy to navigate. If your home page
is too cluttered, it is difficult for potential clients to focus on key areas. You only have 3-5
seconds to catch a visitor's attention - if your site is confusing or has too much copy on the
home page, prospects will turn back to the search engine to find another site. Many
opportunities are lost this way.
Get Personal: Faceless websites do not build trust. Ensure your picture is on the home page
so you become instantly recognizable in your community. Clearly display your contact
information on your home page so people don't have to go hunting around for it, and discreetly
display your contact information on the bottom of every page.
Who Are You? Connect with prospects by including a bibliography page to tell visitors a little
about who you are. Get personal and use this as a way to connect emotionally with visitors -
remember that people will do business with you because they think they have something in
common with you and they feel a connection.
Substantiate Your Claims: Today, because so many consumers are bombarded with marketing
and advertising, they become skeptical about the claims we make. It is important that you have
a testimonial page on your website to prove you provide exceptional service. If you use written
testimonials, keep them short and to the point and include a headshot photo of the client to make
it more personal. You may also want to add video testimonials for a more personal touch.
Update, Update, Update: Keep a regular blog, an updated rates page, a current events page, or
anything else that you can update on a regular basis to give prospects a reason to keep coming
back to your site for the latest information. Regularly updating your site also helps with search
engine optimization.
Social Networking: Make a list of the social networking sites (e.g. twitter, facebook, etc.) and
post a weekly update on all of these sites to drive traffic to your website.
A well designed, optimized website along with an organized contact management system is a winning
combination that will raise your profile, generate more leads and increase your revenue.
I wish you great success this month.
Chris Leader
President, Leader's Edge Training