When we launch a website project, a lot of agents ask us about how to make it effective and get the most longevity out of it; for that, we recommend our website audit service once the project has been online for a year or so. This service helps us keep the website up to date and optimized for the best results around user experience and lead conversion optimization, based on heat-mapping, analytics, etc.
Since we originally launched The Puckrin & Latreille website back in 2017, it was the perfect time to update the website, just in time for the Spring Market. We reached out to Tanya Latreille, their team leader, to ask them about their experience going through the audit process with our team:
“The timing was a happy accident,” says Tanya Latreille about their decision to update and streamline their website. “In November 2017, we moved from a templated website to a custom (Artifakt) site, so we felt that now was the perfect timing to make the second jump to become more branded and unique and effective.”
The Puckrin & Latreille Team encompasses a large geographic area in the Durham region in Ontario, so they needed a site that would speak to a wide variety of people. “We had to figure out how to make it work for a broad audience,” she says.
“Our target audience is broad compared to smaller city centers. We work with rural buyers, sellers, downsizers, first-time homebuyers, people who are moving up, and more. We had to find balance and appeal to all of these audiences while also showcasing our properties differently than anyone else in the market.”
What was the Audit Process Like?
Tanya and her partner Brett worked with Artifakt to make the process of auditing and updating their site as smooth as possible. They already had a clear vision of what they wanted, who they wanted to appeal to, and what their values were.
The website audit service starts with a comprehensive look at the client’s website. Everything is assessed to see what works, what doesn’t work. User behavior is analyzed with innovative heat-mapping tools, and recommendations are made to make the website work better for the target audience.
“We had a brand book that we sent over to Artifakt,” Latreille says. From there, they had 1-2 calls with Artifakt to make sure everyone was on the right track. “We worked really closely with Max, and he was amazing,” she says.
As a content specialist, Max worked with the team to redevelop the content on key pages to better reflect their brand and mission. “Max listened to us and really fixed a lot of the messaging on the pages.”
Compared to the initial website development, Tanya says the audit and refresh was minimally invasive and didn’t really cause too much of a disruption in their business.
Perfect Timing for an Audit and a Refresh
Changing a real estate website at the start of the busy spring market might be perfect timing, but Tanya says it was a complete coincidence.
“We do larger projects like this when the market is slower,” she says. “So, it just worked out.”
However, it’s important to note that projects like this often take time, so she advises to plan ahead and think about what you want at least a few months in advance. With the audit, the goal is to make the website more user-friendly, more visually appealing, and add better content that is more reflective of the business itself.
Did She Notice Immediate Results?
Since the changes went live a few weeks ago, Tanya and Brett have noticed that their website stands out more. Clients have noticed that the change and their leads have increased, but it’s still early to measure concrete results. “We’re happy, the results are good,” she says.
What’s Next?
The Puckrin & Latreille Team have worked hard since launching their website in 2017. In two years, they’ve developed a stronger brand, became more precise about their business goals, and organized their vision and values for the team. But they also acknowledge that their work is far from done.
“It’s always a work in progress,” says Tanya. “I have new ideas constantly, like more content, more video, always more and always better. If you’re not continually improving and making things better, you and your business are stagnant.
Next up, the team is looking into better-streamlined blog strategies and bettering their SEO efforts. “It’s a process, but Artifakt is always great at helping us get off the ground.”
Advice from Tanya Latreille
“Hire a good copywriter,” she laughs. “Narrow your brand, know what you stand for, how you treat people, and figure out your values, and always exceed expectations.” Tanya knows the value of content and has seen it work in her business.
“Focus on your brand and have a concrete idea of who you are. Be you. Stay true to your voice.” She says Max from the Artifakt team was essential in capturing her voice and turning it into stellar copy that related to customers and reflected their unique perspective.
“The site is about clients, not about you,” she says. “We have to keep that in mind. The content needs to be about them. Not about you.”
Want to know more about what it’s like to work with the Artifakt Digital team? Download our ROI eBook and see how we’ve positively impacted both the businesses and bottom lines of some of North America’s top-producing real estate agents.
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