Business websites have two essential functions: one, to represent your brand, and two, to grow your business. A commercial real estate website should convert visitors to leads. If the metrics show visitors are looking and leaving, the website is failing its job. Take a hard look at your website's design. The right user experience combined with these best commercial real estate web design practices will improve leads.
Clean Web Design
Unless the customer is a word-of-mouth referral, a website is often a potential customer’s first interaction with your brand. Make the right first impressions with a professional website design presenting the most important information in the first top quarter of the landing page. Users are unlikely to scroll all the way down to the bottom of the page to find what they need. Remove useless information and avoid cluttering the page with fancy graphics or advertising. Select an easy-to-read typeface and invest in high-quality photography or photography. Including video on a landing page can increase conversion rates 80%, but that video must be well produced and reflect your brand.
Build User Trust
User trust means a customer chooses to explore your CRE brand because the information is relevant to their needs, it’s fast and easy to find, and they aren’t bombarded with a hard sell. Website design should build user trust on every page. The first step is with a mobile responsive design. More Internet users search for relevant information on their mobile devices versus a desktop. A slow loading website that does not display well on a mobile device turns users away. That customer is unlikely to revisit the website ever again. Create a design that automatically sizes to the device, loads quickly, and auto-expands content as users scroll.
Provide previews or excerpts of key content that will drive the user further into the conversion process. Every page should have a specific title and the menu must follow a logical hierarchy. Visitors should be able to find what they need within three clicks of landing on your website. If they can't find what they need, the visitors will leave.
Everything about a website’s design should be intentional. Again, the purpose of your website is to convert visitors to a lead. They are on your website for commercial real estate information. Regardless of your CRE focus, a call to action is required on every page. Make the CTA a contrasting color so it stands out. It does not have to be the same CTA on every page. You can create a “subscribe” button for your blog, a “contact us” CTA on an FAQ page, or offer a special PDF download on an information page. The important step is to capture their contact information with the CTA. If you are a CRE brokerage, improve conversions by featuring properties on the homepage. Additional information pages should include relevant properties on each page.
Most web users don’t scroll beyond the first page of search results. Organically ranking at the top is a must. The higher your rank in search engines, the better chance your website has of attracting new visitors and consequently, converting visitors to leads. Search engines reward websites that have a mobile-friendly design. Combined with basic best web design practices like clear page titles and headings, an effective web design helps web crawlers correctly index your website, leading to better optimization. The reduced bounces and increased traffic thanks to a clean, user-friendly web design signals to algorithms that customers find your website a valuable resource.
Building an effective commercial real estate web design is not complicated. Make sure when selecting your next template that its design reflects your brand and convert leads. Besides hiring an in-house web designer, there are custom websites designed specifically for the CRE user available from agencies like InMotion Real Estate Media. Another option is a semi-custom website from a marketing platform such as Sharplaunch. These companies apply best practices of web design to real estate.