We’ve previously discussed that the key aspect of a broker’s website is their content. Having proper SEO optimized content is key to ensuring that their website appears at the forefront of search results. But once their website is one of the first spotted by potential clients it is also important for the website to be appealing. Understanding what makes a great website ensures not only an increase in customers but help establish the broker as a leader in their field.
What’s in a name?
Names can make or break our perception of a company. Picking the perfect name for a brokerage firm is essential to establishing a positive image of the company. In that same vein, a broker’s website helps to establish their personality and visitor’s expectations online. All of this starts with a websites URL.
Ideally, the URL will be the company’s name, but this isn’t always possible. A name may be common, or too long, or it may not be fitting for a URL due to similarity to other names. If this is the case it is important to remember some basic rules for URLs. The URL should be something easy to remember, which is why it is best to try and use the name of the company or its initials. It is also best to avoid using lots of symbols or numbers, to help make the name easier to remember and establish professionalism. Finally, a shorter URL is preferred to a longer one. If the URL takes up the entirety of the address bar it is too long.
Following these guidelines can help with selecting the right URL and identification for a website in the unfortunate scenario that the domain is already claimed or does not work for.
Pages, Pages, Pages
Once a proper URL is selected building the site comes next. Most brokerage training firms will provide you with a company or individual who will help build and design the actual site. What the broker can provide to make this process a little easier is what type of content they want to be featured on their website. This can help with setting up SEO parameters and to determine what each page will feature.
Depending on the hosting service used a website may be limited by the number of pages it can have. This is a limit to consider for content as well as the style of the website. You want a website that is simplistic, looks good and is intuitive to use, but if the page limit is at 10 it may be important to determine how to fit certain items in certain pages.
What a website should have changed from company to company. Most should feature an about page, which details the company’s philosophy and its staff, as well as a services page, which focuses on their areas of expertise and what they can assist clients with. They should also feature a contact page and blog. The blog is essential as it provides a way to further show expertise and help improve SEO results by providing a place to link to other pages on a website.
Finally, each website should have a direct call to action. This can come in the form of a consultation page, a contact us page, or in the form of a newsletter signup. This ensures that a broker connects with potential customers, and keeps their business at the forefront of their mind.
The design is in the details.
There is a myriad of details that go into designing a winning website. Everything from color to animations can have an impact on the websites look and feel. A proper broker training institute can assist you in understanding how to use a website to draw clients in and educate them, as well as connect you with a successful web designer. For more information contact us and see if CLBI is right for you.