What Pages Does Your Property Development Website Need?
Your website is your most important tool when it comes to Digital Marketing. A well thought out and executed property development website will act as your 24/7 online salesman. The website must not only have all of the information that potential buyers are after, but it must be easy to use.
If you can provide this experience to your website visitors, then you will be able to create a lead generating machine.
In this blog post, we are going to touch on the different types of pages that your website should have and what type of information should be available on them.
- The Area
- Book A Viewing
- Sales Page
The home page is generally the first page that a perspective buyer will see when visiting your website. As soon as they arrive on your website, they will form an opinion of your development based on the visual appearance.
If your development is a luxury development then you are going to want to use darker colours but if you are selling student apartments, then you would look to use brighter and more vibrant colours.
On the home page, you would need to:
- Give a brief introduction into your development that intrigues and excites the reader.
- Show off your developments USPs and quality of your apartments through images.
- Tell the website visitors what types of apartments you have remaining
- Tell them what Area the building is in
- Have a button on the home page that allows users to Book a Viewing
The specification page is where people come to find out more about the building and the apartments that you have available for them to purchase.
Information that you will need to display on this page is as follows:
- Virtual Tour
- Pictures of the apartments
- Floor Plans
- Energy Ratings
If your building has the luxury of any shared spaces or other unique selling points such as Sauna, Pool, Reception, Concierge, Roof-top Garden or Post Service, then this is the perfect place to talk about it.
When a user clicks on the availability page, they are after two types of information. What apartments do you have available and how much do they cost. So with that in mind, here is the information that you should display in a table format.
It’s always important to talk about the location of your development. This could be a major deciding factor to potential buyers. Many buyers have questions about Transport Links, Access to amenities and other places of interest in the near vicinity.
Sales Offer Pages
During each quarter you should be running Sales Campaigns that help you attract more bookings and interest. Some incentives that we have seen work really well in the past are: Holidays, Free Parking, Restaurant Vouchers, Food Vouchers, Furniture and Stamp Duty Paid For.
What ever incentive you decide to go with, you need a page on your website that tells people about the offer and gives them all the information that they will need to know.
Here is what we recommend having on the webpage:
- Campaign Name
- Paragraph Explaining the Incentive Package
- Pictures of Your Apartment
- The Appointment Booking Form
By having the booking form on this page, it will be extremely easy for the interested buyers to book a viewing to come and see your development in person.
These campaigns really do help generate interest and when ever we run campaigns like this, we see an increase in leads.
There are major benefits to having a blog on your website. Not only will it help you appear higher on Google but it is also a great place to educate and convince website visitors to book a viewing of your development.
Some ideas for blog posts
- Sales Offer
- Highlight Building USP
- Interview with a Resident
- Talk about the area and it’s coolest places.
While it’s great to have a blog post on your website, then you will need to update it on a consistent basis, with 2 – 4 new blog posts per a month. Our recommendation is that you sit down with a copywriter, tell them everything that they need to know about your development and let them tell that information in a inspiring and sales focused way.
You should expect to pay £200 – £400 per a blog post, depending on the experience of the writer and the complexity of the blog post.
Book A viewing
On your website, you should have a page dedicated to the Viewing Booking Process. On this page, the only purpose is to get them to book a viewing. This means that there must be a few distractions and be a simple process.
The easiest way to do this is through a form and here are the questions that you need to be asking on that form:
- What Type of Apartment are you interested in?
- What Date Would You Like To Viewing?
- How did you hear about us?
- Are you using Help To Buy?
- Current Living Situation?
By making sure that you ask all of these questions, you will receive the information that your salesmen need to start off healthy conversations with prospects.
Always make sure to have a opt in option, this is where users can decide if they would like to be contacted for marketing reasons. This is to ensure that all the data you acquire and add to your marketing lists are GDPR compliant.
Finally, you will also need a Contact Us Page, where website visitors who are not ready to book a viewing (yet) are able to make enquiries about the development and ask questions.
Here it is only necessary to have the following questions on your contact form:
All in all, if you have the following pages in mind when you start creating your website, you are more than likely to cover all of the information that your potential buyers are after when they are on the lookout for a new home.
On the other side of things, if you already have a website, speak to your web agency and ask them to add the missing pages. A website should always be evolving and there is always room for improvement. Which is why we do a website analysis on all of our client’s websites on a monthly basis, which helps us improve the user experience and it improves the performance of their lead generation machine.
If you have any questions about your current website and how we think that you should improve it or you’d like some advice on getting a new website set up, feel free to give us a call or fill out our enquiry form.