6 Best Practices To Create High-Converting Landing Pages for Real Estate
Advertising is often set up correctly, but there are very few conversions, and they are expensive. And no matter what you do, you still can't get significant improvements - faced with such a situation?
Of course, many factors can affect conversion rates besides advertising. But this article concretely concerns landing pages, their structure, necessary content, and the most common mistakes when creating them. We'll give you six simple rules for creating landing pages, which, when applied, are guaranteed to boost your sales.
Let's start with the theory.
Landing page — the page the user gets after visiting your site. It can be implemented as one of the pages of your multi-page site or be a single one if your site is a one-page.
Now let's break down the basic rules for creating a landing page if your goal is potential customers:
- First, you must define your unique selling proposition (USP).
This is a critical point because it determines why they should buy from you and not from your competitor. Nowadays, the auction in advertising systems is overheated in most niches. Your USP can attract more users, thereby increasing the number of leads.
Note that you can have several USPs. For example, in real estate niche, it may be the location of the residential complex, reliability of the developer, emphasis on infrastructure development, proximity to the subway and transport, beneficial installments, various promotional offers, the price per square meter, design solutions, layouts or any other advantages of the real estate object.
Think about what's essential to the customer in your particular business segment. Work out all the advantages that differentiate you from your competitors and prioritize from the most powerful benefit to the easiest or mediocre advantage.
An example of the USPs on the website of our customer. Getting to this page, the user immediately gets a general idea of the main advantages. Proper advertising settings make them more likely to take the necessary action.
- Relevance to the user query.
Advertising systems focus on matching the site's content to the user's search query and specific intention.
If the user wants to buy a three-bedroom apartment, then the landing page's content should correspond to that. Directing them from the ads to the page with layouts of three-bedroom apartments but not to the site's main page will be optimal.
This recommendation will help reduce the cost per click and increase the number of hits because the potential buyer will get the information they were looking for.
- Structure and content of the landing page.
Let's analyze the optimal structure of the landing page using the example of one of our customers – an elite residential new building in the city center of Kyiv.
As a practice, the first screen of your landing page is the most important. Focus on it. In most cases, during the transition to the landing page, the user will not look for your benefits for a long time and wander around the site searching for the necessary information. So, you must communicate your main advantage shortly and clearly with a simple call to action on the first screen.
If the conversion does not occur at this stage, the user will continue his journey through the site. In that case, we must reveal our other advantages and circumvent the main objections.
If the target action still needs to be completed, we provide the potential buyer with even more useful information in the following blocks. The main emphasis we made on the benefits and basic services. Each block is accompanied by the possibility of contacting us (forms, phone number, callback) because, at any stage, the user can "mature" to contact us. Take advantage of this opportunity.
Frame with benefits + capture forms
Frame with services (in this case - a variety of apartment layouts of the complex) + capture forms
Another frame with benefits + location of the complex and infrastructure on the map
You also need to add evidence that you meet your obligations to the customer, guarantee quality, and that it is safe to work with you.
This function is well performed by Feedback from real buyers. But be careful: it is better to use real reviews because customers will detect fraud anyway, and it will only worsen things. The best way - is to use real testimonials from social networks or Google My Business and integrate them into your website.
In real estate, often as proof of the reliability of the developer, can be used a demonstration of construction progress and current stage.
Adding a section about the company, its completed projects, and key customers is necessary. In our case, the developer has worked on the market for 12 years and completed many projects. This will increase trust and encourage the user to take the target action.
And remember about the footer. If the user has reached the end of your landing page, studied in detail all your benefits, looked at all the content, and has not yet made a conversion – do not miss this opportunity. Provide the user with all possible options for communication with you:
Example of the footer of a landing page
The advantage of this structuring is the constant focus of the user's attention on the product's core value to the customer. In this format, the user gradually gets all the necessary information and warms up from block to block.
- Capture forms and Call to action.
A common mistake of landing pages for advertising - is to give information narratively without moving to the next stage of the funnel and the need for more calls to action.
As you may have noticed in the previous paragraph, we try, where appropriate, to use a call to action and capture forms in each landing block.
What is it for?
The purpose of any content on the website is to induce the user to take a targeted action. And the more opportunities they have to do this, the higher the site conversion will be from visitor to potential customer.
Moreover, it is important not only that the target action be located in the optimal area of visibility of the user but also that its implementation should be as simple as possible.
For this purpose, we usually use three actions: sending a form with contacts, callback as a pinned widget that expands when you click, and call-tracking as a dynamic number substitution.
Form with contacts – one of the ways to get customer contacts for further communication and further use of data in advertising campaigns.
You can test different offers. For example, “Order a free consultation” or “Select a layout,” etc. Testing the number of filled fields in the form also makes sense. The trend is to leave a minimum number of them.
Remember that in the site's structure, the phone number should always be in a prominent place or quickly accessible. It would be a mistake to write it only on the Contact page. It should be available on all site pages.
Also, pay attention to the appearance of your capture forms and Call to Action. They should stand out noticeably and not blend in with the site's overall design. This will help emphasize them and draw even more attention from the user.
We use the callback from our AdSaver product on almost all of our projects. We find it valuable because it allows to get a user's contact anywhere on the site quickly, and it contains only 1 line of the phone number, which simplifies conversion:
Simple, customizable callback widget for any design and screen size
Summarizing this sub-paragraph - try to make the target action as easy as possible on your landing pages, and do not hesitate to force the user to do it unobtrusively. Try it, and you'll soon notice an increase in performance.
- Simplicity and adaptability of design.
In 2023, your landing page should be adapted for mobile devices, because, according to statistics, most traffic comes from mobile devices.
So, ensure your landing page works well on PCs, mobile devices, and tablets.
Also, try to keep the design simple. Overly loaded sites take a long time to load, which worsens their effectiveness, and they often become less intuitive for the user and complicate the path to purchase.
One more tip - avoid a large amount of information in one block. It blurs the user's attention.
Try to strike a happy medium. A simple design with the proper structure will give much more results than a fancy, complicated, and incomprehensible site.
- And last but not least - it is the correct operation of all landing page elements on mobile devices and PCs in all browsers and operating systems.
Often in audits, we encounter many technical problems on the site, because of which the effectiveness of advertising tends to be zero.
Here are the main ones:
- A landing page that needs to be fixed. How funny it would not seem, but sometimes we meet Google Ads accounts where the landing page gives out a 404 error. As a result, the entire advertising budget is simply "merged.”
- Non-working or invalid forms. Check that the forms are working properly. All data must be sent correctly, and all fields must be valid.
- Non-functional or "unclickable" elements of the site. Test all aspects of the website before launching.
- Errors in the text of the site.
- A "heavy" site that takes a long time to load. Before you start advertising, check your landing page here. Try to keep the index as high as possible.
- Non-working phones. Just like with the forms, this all needs to be checked beforehand.
- Lack of cross-domain tracking when there are links to another domain or a landing page from another domain. Then this part of the traffic in analytics systems will go to referrals and not give accurate statistics.
- Clipping links with ads systems auto-tagging. For details, see Google Help.
Check your site for these errors and make sure everything is working correctly. Only then launch your ad campaigns.
Hopefully, our recommendations will help you avoid common mistakes when creating and using landing pages and keep you from losing conversions.
And remember the main thing - everything is learned by comparison. So, test all hypotheses and build working models based on the data because the ideal option for each business is individual.
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