Two things are certain about today’s websites. First, consumers expect to find more and better content than ever before. Second, companies are constantly trying to improve the quantity and quality of the leads their websites generate. How do you make sure that your website is not only attracting new visitors, but then delivering on the content promise once they get there? How do you turn traffic into customers?
Visibility
The only way to attract more visitors to your site and, therefore, pull in more leads is to make sure they can find you in the first place. Appearing on the first page of a search engine results page ensures that you’ll be seen by everyone who types in your SEO-related keywords. In fact, 75 percent of users never even scroll past the first page of search results, so that page is a treasured spot for marketing purposes.
The SEO strategy that’s employed may be what’s preventing your web page from appearing on the first page of Google search results. One reason for this shortfall could be in the keywords that you choose. Keywords that correlate with your page will garner a higher search result with Google. The keywords should appear a few times throughout your page’s content and should flow nicely within the text. If you stuff keywords in just to increase the number of times they appear, sentences will seem confusing, disorganized, choppy, and will ultimately dissuade your audience from reading the entire page.
These searches also extend to the mobile arena, as smartphone usage is at an all-time high. In fact, 87 percent of smartphone users use search engines at least once per day. Creating a mobile-friendly web page is one of the best improvements you can make. Your page will be viewable in all formats: desktop, tablet and smartphone, with no difference among any of them. People will appreciate the easy navigation, polished design, and uniformity across all platforms, all of which can persuade them to spend more time on your page.
Beyond SEO, making sure you’re featured where consumers are shopping for new homes… portals like NewHomeSource.com. BDX listings in search results are often in the number one organic result across major search engines. In fact, when you list with NewHomeSource.com, your data is syndicated with leading portals to dominate pages, showcasing your content everywhere.
Engaging Content
So you’ve attracted your prospect to your site, now what? Visual content is vitally important .Quality images will bolster and create engagement moments with your potential clients and help persuade them to take action, whether that’s to join an email list or visit your community.
Almost all buyers (96 percent) consider photo galleries to be important and 82 percent consider interactive features influential as well. Making your site’s content interactive (through images, video walk-throughs, etc.) will break up chunks of text and increase engagement rates. Viewers won’t be as intimidated or disinterested by large amounts of information if they can counterbalance the heavy text with images or other interactive content. By using this knowledge, you can improve your chances of gaining quality leads.
Encourage Action
Having a strong Call To Action (CTA) strategy is vital. There are a variety of calls to action that are successful for builders – call your sales center, fill out an interest form, or download driving directions just to name a few. Picking the most effective CTAs is important and not overdoing it. Having CTAs all over your site is overwhelming and can come across as obtrusive to your readers. In most cases, one CTA will suffice to get the job done unless it’s a large capture page where you have multiple levels of action. These large pages can have options such as “view homes,” “request information” and “join the email list.”
Do you include contact forms on your pages? They are quick, easy additions to your web page that can encourage more viewers to take action. Contact forms are great for capturing lead information and increasing interaction between your company and your leads. According to Go-Globe, 47 percent of websites have a clear call to action that takes users three seconds or less to see. A clear and concise CTA – one that is not buried under HTML or irrelevant imagery – gives your readers the opportunity to initiate a relationship with your company, one they otherwise might not have began if you didn’t provide them with the option.
Final Thoughts
When creating content on your website to retain and garner new leads, look over these issues and tips to create engaging content and increase your chances of gaining new prospects. BDX is the leading provider of digital marketing and technologies for the home building industry. If you need help producing lead generating content, feel free to contact one of our digital marketing consultants.
