If your current online marketing efforts are just directing users to your site’s homepage, it is highly likely that you might be jeopardizing your chances of converting those visitors into customers.
When a visitor decides to click on your ad, it is because they assume that you will offer them value (what they desire most at that very moment). However, if the link directs them to your homepage, they might get ‘lost’ in the sea of information contained on that page. The lack of a clear directive in your homepage might make the visitor leave your site without performing any action as they might not have the time to make a connection between your numerous offerings and what they need at that moment.
As such, it is imperative that your link takes them to a page that is customized to convince your visitor to take action. This page is known as a landing page, and here’s is why every homebuilder needs it.
What is a Landing Page?
This is the first page that a visitor sees on your site after they click on your Ad. Therefore, if you have your Google AdWords and Facebook Ads in order, the landing page is what converts the visit into a lead. Hence, a good landing page should get them to complete a task such as filling out a registration or contact form.
Here are the elements of a good homebuilder’s landing page:
1. Has a clear value proposition:
The headline of your landing page should match that of the ad directing them to your site. As such, if you advertised ‘The Best Modern Homes in Austin,’ your visitor needs to see that when they get to your page.
A value proposition explains to them why they should be part of your community.
2. Incorporate Awards and/or Testimonials
If your projects have received any awards, be sure to highlight these in your landing page. Also, you can get testimonials from happy homeowners you worked with before and incorporate them into the landing page. Awards and testimonials are indicators of competency and trustworthiness.
3. Have a Short Form
The length of your forms impacts the number of people you convert. So, have a short form containing only the essential details such as their name, phone number, and email address.
How Landing Pages Benefit Homebuilders:
1. During New Developments.
Due to its ability to generate leads, a landing page will help you fill your units faster than a typical homepage.
2. If You Have Slow-Selling Units.
You can design your landing page to specifically bring attention to your slow-moving units, instead of bundling them with faster-selling units.
3. For Special Promotions & Events
Promotions serve as good incentives to get people to buy homes. By incorporating details about your promotion on your landing page, you will encourage buyers to fill out the form, thus increasing your leads. Moreover, if you have upcoming events such as home tours or open houses, having them on your landing page will entice your visitors more to join you.
Getting potential homebuyers to come to your site and see your offerings takes a lot investing in appropriate online marketing efforts. However, getting a significant percentage of that incoming traffic is a different kettle of fish altogether. Therefore, to increase your conversions and boost your leads, you need a good landing page that encourages your visitors to take action. As such, you will need to invest in a proper home builder marketing strategy to be able to design an excellent landing page. By doing so, you will increase your leads, and consequently, boost your sales.
