Lead generation
Websites that sell: The gold mine lies in the customer journey
You walk into a store and are immediately accosted by a salesperson who tries to sell you something you don't need. You'll probably turn around and go somewhere else. The same applies to your website. If visitors feel like they're being bombarded, they'll quickly bounce.
The real gold mine lies in a perfect customer journey. This means that you should design your website in such a way that it takes your visitors on a journey that ultimately turns them into customers. A customer journey is therefore the path that a customer takes on the website, starting with their first contact and ending with a desired action or goal, such as a purchase or registration.
Before building your customer journey, ask yourself the following questions:
- The target group: Who is your ideal customer? What are their needs and desires? Once you know your target group, you can design your website to appeal to them.
- Conversion rate optimization (CRO): What do you want your visitors to do on your website? Should they sign up for your newsletter, purchase a product, or contact you? Once you know what you want, you can optimize your website so that more visitors perform these actions.
Creating a customer journey means constantly asking yourself: What do people want?
The answer to this question is the simple guideline that websites should be built according to. Specifically, this means: What is the search intention? People visit websites because they want to solve a problem, i.e., with a specific intention. We distinguish between:
- Do intent: I want to do something (buy, sell, invest) or
- Know intent: I want to know something (I got divorced and don't know what to do with the house we owned together).
Depending on the intention with which a visitor (presumably!) chooses the website, the structure of the landing page may differ. Here are some ways this can be implemented using the above examples for a real estate agent website:
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For do-intent visitors: The landing page should offer quick and easy access to the relevant actions. Clearly structured menus and prominent call-to-action buttons such as "Evaluate property now," "Start sales conversation," or "Discover investment opportunities" help guide users immediately to the desired functions. Visual elements such as images and videos of properties, testimonials, and success stories can also be helpful.
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For know-intent visitors: These pages should be informative and comprehensive. Articles, blog posts, FAQs, and detailed guides that answer the most common questions and provide valuable information are crucial. A good structure with easily navigable sections and internal links to related topics can help users find their way around. Here, too, contact options are important in case visitors have further questions.
As a basic rule, the website should be structured in such a way that visitors can quickly find the solution to their problem (problems in the real estate sector can include: I am looking for a property, I want to sell, rent, or let a property, I am divorced and don't know what to do with the joint property, etc.).
This is what a customer journey might look like in broad terms:
What else is involved in the customer journey?
The customer journey begins with the website menu. A clearly structured menu is crucial for accompanying and guiding visitors on their journey. For real estate websites, it has proven effective to divide the main menu items into categories such as "Buy," "Sell," and "Invest." All relevant subcategories and information should be easily accessible under these main menu items.
A quick start can solve many problems by allowing visitors to quickly get where they want to go. This can be achieved with well-placed and clearly labeled buttons or links that take the user directly to the most important pages or functions.
The structural design of the landing page is also very important. A well-designed landing page should provide all the necessary information at a glance and be clearly structured. This includes a logical arrangement of content, clear headings, appealing visual elements, and intuitive navigation.
It is important to always provide contact options. Every page of the website should contain easily accessible contact information or forms so that visitors can quickly and easily request help or further information.
Visitors never want to have to search laboriously for content. That's why all landing pages need to be self-contained and complete. Each page should contain all the essential information on the respective topic so that users are not forced to click through multiple pages to find what they are looking for.
A powerful search function enables users to find specific information quickly. In the example of a real estate website, this would be attractive and detailed listings of real estate offers with filter and search options (e.g., by price, location, size).
Direct support for questions or uncertainties through comprehensive FAQs or a live chat/chatbot.
- Customer journey using the example of a real estate agent's advice landing page
First, we ask ourselves: What is the visitor's intention when they come to the site?The visitor wants to see their options for solving their specific problem and find out how the agent can help them with this. They want to know who they are dealing with, because emotional issues are often a matter of trust. Ideally, they will find a specific contact person or a quick way to get in touch to describe their individual bottleneck.
1- Introduction with an emotional connection: Start with a topic that draws on your personal experience and appeals to your emotions.
2 - Solutions in list form: Here you will find clear and structured solutions to your concerns.
3 - Videos on the topic: Multimedia content such as videos bring the website to life and appeal to you if you prefer visual content to long texts.
4 - Services: Learn more about the specific services that set our company apart.
5 - Our team: Get to know your personal contacts, who are ideally specialized in solving your problems.
6 - Call to action: Formulate your action-oriented calls to action in a situation-specific manner. Instead of "Get in touch," it could say, for example, "Would you like to sell your inherited property, but are unsure of its value? Contact us now with no obligation."
7 - References and customer reviews: These create trust and credibility.
8 - News/blog teasers on the topic: Here you will find further information and aspects that may be of interest to you if you are still undecided.
Also helpful
- Use storytelling
Storytelling is a great way to connect with your visitors and get them interested in your products or services. - Offer valuable content
Offer your visitors valuable content, such as blog posts, e-books, or white papers. This will ensure that they keep coming back. - Optimize your website for search engines (SEO)
Make sure your website is optimized for search engines so that it can be found by potential customers. - Track your results
Track your results to see what works and what doesn't. This will help you continuously improve your website.
Interested in strengthening your online presence and creating a professional website for your business?
A good website is a must for any business that wants to be successful online. By creating a website that takes the above points into account, you can create a perfect customer journey that leads to more leads and customers. Creating a successful website is an ongoing process. You should constantly monitor and optimize your website to achieve the best results. At YPSOLUTION, we are experts in developing appealing and effective websites that highlight your brand and attract customers. Contact us today to learn more!
Want to test the next generation of real estate websites? Contact us now with no obligation!
