When it comes to creating a new real estate website, one of the biggest hurdles an agent runs into is writing all of the content.
And that makes sense because writing all of the content for a website is already overwhelming, but writing content that captures your voice, appeals to your target audience, and convinces the user to take an action so you get a conversion, is even more difficult; and IMO, is best left in the hand of a professional copywriter.
Writing content for a website is an art form; and it’s a science. Just because you consider yourself to be good at writing in general doesn’t mean you’ll be successful at writing website content. Good website copy is all about convincing someone to take an action, whether that’s filling out a form, giving you a call, or anything else, and that isn’t that easy to do.
How to Get Started
Every good content strategy starts with a solid sitemap. Your sitemap is a plan around what pages you’ll have on your website, but it’s also a plan around how users will get to each page and why they even exist in the first place.
Crafting a Voice
If you’re not writing the content for your website, it’s important to hire a professional who understands how to write for your authentic voice. Consistent messaging is key in any industry, especially one as personal and competitive as real estate.
If your voice reads professionally on your website, casually on your social channels, and a vague mix of both in-person, your brand messaging will sound confusing and you risk compromising the trust of your clients. That’s why crafting an appealing, consistent voice is essential for your content.
Writing to Your Audience
Understanding who your readership is and how to appeal to them is crucial when planning content for your website. The more you are able to nail down specific details about your readers’ demographic, the more you will be able to write to them and their interests.
Keeping your readers interested in your content is what will keep them clicking through your website and will ultimately convince them to entice them to engage with your lead pages, Call To Action (CTA) links, and fill out forms.
Keep It Simple
The mark of great website writing isn’t about how many words the author can pull from their vocabulary or how many paragraphs they can write about one subject. The best websites are simple, easy to navigate, and have a clear focus for user conversion.
If you can convey an idea in just ten words, writing 20 won’t make you seem smarter or more qualified on the subject.
Interaction is King
Too many pop-up forms, requests for information, and newsletter sign-ups can feel abrasive to a user, especially when they are some of the first things to appear on a page. Having your user take action through these forms, CTAs, and lead pages is key to the performance of your website, however.
The key is to place these interaction prompts where they feel organic on the website and in harmony with important information. For example, if you have described the key differentiators about your selling process to your reader, they are more likely to then click on a well-placed CTA directing them to your ‘Buyers’ page, rather than have that pushed onto them from the get-go.
Reason to Return
There is an entire science behind generating user traffic for your website, but once they’ve visited your website, getting users to come back is another challenge. An effective content strategy should always give users reason to return.
A few great strategies for this are through enticing your audience to keep up with regular blog posts, encouraging them to sign up for your email newsletter, and having rotating content – like up-to-date featured listings, for example.
The Key Takeaways
At the end of the day, you can have the most beautiful, well-designed website in the world, but your content is what drives your website and tells your story. If you are a business owner in an industry as competitive as real estate, having a clear, engaging, and well-planned content strategy is especially important as it can be the difference-maker when winning business for your brand.
Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.