You finally have your real estate website up and running. It’s well-designed, easy to navigate, and reflects your business well. But to bring in new clients and make your site truly impactful, you need to focus on website content.
Why is website content important? How can it impact your real estate business? And what can you do to make your content stand out?
Content Influences Your Credibility
We’ve all read websites full of “fluff,” without anything valuable to say. When you read content that doesn’t provide helpful information, provides wrong information, or is poorly written, what impression does that leave?
Most likely, that poor content will tarnish your opinion of the writer and/or the business behind it. You might question the business’s expertise or credentials. And you’ll certainly be less likely to work with that business in the future.
Likewise, readers will judge your website – and therefore, your business and you – by the content they read. When you focus on creating informative, relevant content, you establish yourself as a credible expert in your field. Ultimately, that will bolster your reputation and potentially bring in new clients.
Website Content Impacts Search Results
You can have the most visually appealing real estate website in the world. But if the content isn’t relevant or useful to readers, it will fade into the internet’s abyss.
To increase your sales, new clients must be able to find your website.
Organic search results can be instrumental in growing your clientele and boosting your business. However, if your website doesn’t show up when users search for key phrases, those clients will never see your page.
The best way to reach your target audience online is to focus on search engine optimization (SEO). You can learn more about SEO here, but here are the basics:
- Optimizing your page with keywords or key phrases, metadata, images, and other factors helps Google and other search engines identify what the page is about and who might be interested.
- The better your SEO, the higher your content will appear on search engine results pages (SERPs). Ultimately, you want your content to appear on the first page of results.
- Improving your page’s SEO doesn’t happen overnight. It’s a bit of an art, with several factors working together to improve your SERP ranking.
- SEO can help more people view your website, read your content, and ultimately engage with your business, all without spending money on ads or other marketing.
Many factors impact your website’s SEO. However, nothing can help – or hurt – your rankings like the quality of your content.
Well-researched, well-written, relevant content draws more users to your page and keeps them on it longer. Search engines use those metrics (how many visitors, how many clicks your page receives, and how long they stay on your page) to either increase or decrease your position on SERPs.
The better your content, the more opportunities you have to appear in the search results. And the higher you are on the SERPs, the more chance you have of landing new clients.
Great Website Content Keeps Your Clients Engaged
Real estate is a business that ebbs and flows. Clients come in when they need to buy or sell property and often leave when the transaction is done. But as all of us know, referrals are the most effective way to secure new contracts. If we can keep our past clients engaged, we stand a better chance of getting those referrals.
Great content encourages your clients, past and present, to interact with your website. This interaction keeps your name and business front of mind, making it more likely that yours will be the name they share when asked for a recommendation.
Furthermore, engaging, informative, well-written website content can help existing clients navigate the world of real estate more efficiently. For instance, you can direct first-time homebuyers to your blog post about the financing process. Or suggest sellers read a blog post about readying a home for showings. These additional readers will boost your SEO, and this content will also help your clients feel more comfortable with the buying and selling process.
Again, when your clients have a great experience, they’re more likely to refer others to you in the future. One well-written piece of content on your website could lead to countless opportunities in the future.
Want help writing excellent website content? Check out our blog, 5 Ways to Make Your Real Estate Blog Content Stand Out for tips!