How to optimise your landing page

Published: 08/06/2023 By Dakota Murphey

For your marketing efforts to be profitable and help you reach your business goals, you need to attract the right customers to your website. Landing pages are one of the most effective ways to convert visitors into loyal clients, but only if you’re optimising them correctly.

There are various ways to tackle landing page optimisation and local SEO for the best results, so here are a few suggestions on how to get started and bring in targeted clients to your agency, as well as the reasons why landing pages should form part of your marketing strategy.

The value of landing pages for estate agents

Estate agents can take advantage of a host of conversion-oriented benefits with landing pages which target local terms and maximise targeted traffic. If an ad takes a visitor to a dedicated landing page about a specific area or property, you’re more likely to close the deal than if an ad takes them to your homepage where they’re left to fend for themselves in finding what they’re looking for. It also aids lead generation, enabling you to build and grow your email list with contact information that simplifies the process of nurturing leads into clients.
Landing pages make it possible to showcase properties in depth and speak to a very specific audience, whether that’s property investors looking for new builds, landlords seeking rental units or first-time buyers hunting for a bargain. High-quality landing pages with optimsed content looks professional and is valuable. Meanwhile, giving potential customers an exclusive sneak peek of new properties that have just come onto the market, or early access to floor plans of a new build can work wonders in engaging customers and peaking their interest. In addition, well-designed landing pages are a great way for estate agents to market time-sensitive deals that don’t require you to constantly update page content across your website.

Another benefit of landing pages for estate agents and property professionals is the ability to effectively measure the results of a specific campaign, which can be more challenging on a general listing site. It gives agents the opportunity to experiment with marketing tactics that could be too risky to trial on the main website.

Identify potential issues

Before you start optimising, it’s a good idea to fix any issues that might hinder your progress. For example, a heat map can show you where people are clicking on the page and whether they’re ignoring key elements such as your CTA button or not scrolling down far enough to find the information they need. This enables you to move the layout of the page around so that your viewers can find what they need and take the right actions.

It’s also worthwhile tracking visitor behaviour on your website to see what is and isn’t working, so you don’t make the same mistakes on your landing page. Understanding your audience will ensure you create a page that persuades them to act and improves their experience.

Target specific locations

Local SEO is critical to estate agents who will primarily be targeting specific areas with their properties. It’s a benefit to any business hoping to attract customers in a specific location. For example, chartered surveyors Hocking Associates have dedicated area pages to enable them to target local keyword terms to attract potential customers in towns within the wider county. Similarly, London agency Marsh & Parsons feature a wealth of area guides tailored to location-specific searches that will attract a potential client looking for property in Marylebone over Brixton.  

Make your offer clear

Landing pages are all about boosting conversion rates, so you need to make it clear to your visitors what action they need to take — and make it easy for them to do so. Consider how you can make the customer feel inspired and excited by the offer, and how you can encourage them to get in touch. Headlines and call to action text should match the language your visitors are using to describe what they’re looking for, so they feel aligned with your business and more inclined to take action.

Add testimonials

Testimonials can be incredibly valuable for estate agent landing pages in a number of ways. Firstly, they provide social proof that other clients have had a positive experience working with your agency. This can help to build trust with potential clients who may be wary about working with a new agent. It also demonstrates credibility and expertise in the market, which can help to persuade clients to take action. Testimonials including relevant keywords and phrases can also improve the SEO impact of the page and increase the likelihood that it will be found by other potential clients.

Keep important information above the fold

You want your users to find the key pieces of information as soon as they land on the page, without needing to scroll to find it. This can be challenging, given the rise in people using smartphones and tablets to view websites and landing pages, but optimising for this will make all the difference to your campaign success rate. Scroll maps can be a great tool to identify the location of average folds for different devices, so you can ensure that whatever device a user is viewing the page on, they still have access to the same information, such as your main CTA and keywords. But as a best practice, ensure that anything important you want your users to see first is front and centre when they land on the page.

Use strong visuals

Strong visuals are an important component of a successful landing page for estate agents and property professionals. When done correctly, they can help to showcase properties and services, engage visitors, and make a lasting impression. High quality images showcase the properties and the area in the best light, while videos such as virtual tours not only engage visitors but also elevate the agency’s services.

Strong visuals can help to capture the attention of visitors, showcase properties and services, and reinforce an agency’s brand and messaging. Make sure when using images that the page is optimised for quicker load times, so as to avoid frustrating viewers, and pay attention to meta descriptions and alt text to optimise the images for key terms.

Keep CTAs straightforward

Call to Action buttons shouldn’t confuse or overwhelm the reader, so in addition to making your offer clear, you also want to make sure the CTA button is concise. Fancy language and jargon may look great but if it detracts from the user taking the right action, it’s ineffective. For example, if you want a potential client to contact your agency, an effective CTA might be ‘Call Now’ or ‘Get in Touch’. If the goal is to get them to download a property guide or sign up to your email list, you may want to opt for ‘Sign Up’ or ‘Download Now’ instead.

You want to make sure that you’re following conversion optimisation best practices when creating a landing page, which means crafting a clear and compelling value proposition with relevant keywords, and convincing copy that communicates the value you’re offering. Landing pages offer so many opportunities for estate agencies and property professionals to target specific audiences and bring in targeted traffic to your site for higher conversion rates and more user engagement.