There’s only one exception to the expression ‘never judge a book by its cover’ — your brokerage website, of course! Did you know that it only takes about 50 milliseconds for someone to form an opinion about your website?
No, that’s not a typo; 50 milliseconds (or 0.05 seconds) is all it takes — now that’s quick!
First impressions matter; if your brokerage website isn’t up to scratch, it could cost you new business. Below, we’ll break down four key factors you must consider when giving your brokerage website a makeover this new year.
Highlight Your Social Impact
Here’s the good news: more consumers are choosing to work with businesses that care about social impact. According to data from Sprout Social, 70% of consumers believe it’s essential for brands to stand behind social and political issues.
Why? Because 66% of those consumers believe brands have the power to make a real impact, and we agree. So, if your brokerage stands behind a worthy cause, your website is the perfect place to promote it. We’re living in the era of the ‘conscious consumer’, and people want to partner with brands focused on doing good, so don’t be afraid to draw attention to your cause.
Spruce Up Your Website Copy
Is the copy on your brokerage website relevant and engaging, or is it a total snoozefest? Does it speak to your target audience, reflect your brand personality, and concisely highlight your value? If you’re not answering these questions with a resounding ‘yes,’ then it’s time to revamp your website copy!
Great copy is about more than just pretty words; it’s about writing words that effectively communicate your brokerage’s offerings to your target audience. While striking a balance between storytelling and informational, your copy should also include relevant keywords to help boost your website’s SEO. Not sure that you’re up to the job? You might like to consider hiring a copywriter who’s skilled in turning your copy vision into a reality.
Consider Your Branding
A quick refresher on branding: your brand is a summary of your business’ identity, or as Amazon founder Jeff Bezos likes to say, “Your brand is what other people say about you when you’re not in the room.”
“Your brand is what other people say about you when you’re not in the room.” — Jeff Bezos
Just as your brokerage website should sound like you, it also needs to look like you. Does your brokerage website tell a cohesive story about your business and its values, or does it feel a little disconnected from your brokerage vision?
Here are a few key brand elements to review when giving your website a makeover:
- Brand colours
- Typefaces
- Logos
- Images or illustrations
- Brand voice
Make It Easy to Contact You
Your contact page is one of your brokerage website’s most valuable (and most-visited) pages, and it deserves to be treated as such. In terms of best practices, we’ve listed a few handy rules to make sure that you’re providing a simple, straightforward solution below:
- Make it easy to find — usually in your top or global navigation bar.
- Explain why someone should contact you; describe your value proposition or how you might solve a problem.
- Include your brokerage’s phone number and email address.
- Add a short form visitors can use to ask a question.
- Set expectations on when someone can expect you’ll be in touch.
In short, keep it simple and don’t make visitors jump through hoops to contact you. Be sure to provide an array of communication options so that people can feel comfortable in taking that next step to engage with your brokerage.
It’s Time to Makeover Your Website!
Alright, brokers, it’s over to you; let’s get that website makeover underway. Your brokerage website is essential to your marketing strategy and gaining new business in 2023, so make sure you give it the attention it deserves.
Are you looking for more tips on getting your new year off on the right foot? Check out our previous post on creating a sustainable routine for your brokerage.
