September 18, 2020
6 Modern Home Builder Web Design Best Practices
In today’s competitive market, an exceptional website is a must for every home builder. Your website is often a potential buyer’s first impression of your brand, so your home builder web design will need to grab their attention right away.
Today’s consumers have constant access to the internet through their smartphones, and—among a million other things—that means attention spans are shorter than ever. In fact, more than half of a site’s visitors will leave after 15 seconds or less.
To combat this, you need a website that’s not only going to grab a visitor’s attention, but is going to keep them there long enough to absorb what you have to offer. Of course, you need a visually stunning design with strong branding, but you’ll also need a site that’s highly functional and provides real value for the visitor.
The information your website provides needs to entice the visitor to take the next step in the home buying process, whether that’s taking a virtual tour or scheduling an in-person meeting with a member of your team.
Every high-quality home builder website has certain key components in place to drive conversions. Now more than ever, a well-structured website that leverages proven marketing concepts is essential to help you stay ahead of your competition.
Here are the web design best practices that every home builder should be using.
1. Consistent, On-Brand, and High-Quality Imagery
When a potential home buyer starts browsing for builders, the first thing they are drawn to is the way the homes look. Sure, they’ll also need to consider the homes’ technical specifications, but ultimately, if they don’t like what they see, they’ll move on to something else.
Real estate is an industry driven by aesthetics, so you’ll need to keep this concept at the forefront of your web design strategy.
When choosing imagery and design concepts for your site, it’s important to be consistent. Instead of trying to cobble together mismatched graphics and stock images, you should first develop a brand identity. With a well-made brand, you’ll have guidelines for almost every design decision you’ll face.
For example, part of branding includes choosing a color palette. From there, you’ll already know that photos and graphics need to reflect that color palette. You’ll also need to keep fonts and other design elements consistent throughout the entire site—consistent with your brand.
The result is a streamlined experience for your site’s visitors that immediately clues them into who your brand is and what you have to offer. Quality is everything when it comes to your imagery, as it can really determine the first impression that visitors have of your business.
True Homes is a great example of cohesive branding and imagery. It uses a consistent color palette and features photos and graphics that boldly convey the builder’s personality.
2. Copywriting That Tells A Story
One of the biggest web design mistakes home builders make is thinking of the copy as an afterthought. While quality imagery will grab your visitors’ attention, engaging copy is what will keep them on your site and entice them to learn more about you.
While your copy should provide plenty of information, it shouldn’t be dry—you’ll want your brand’s voice and personality to shine through.
The information on your website needs to sound professional, but it also needs to resonate emotionally with visitors—that’s what’s going to increase your conversions. Copywriting that tells a story is memorable and can set you apart in a field of competitors. Professional copy should be one of the most serious considerations you make when constructing your website.
3. Effective Layout and Formatting
When it comes to the quality of the websites they visit, consumers today have high expectations. Your site should be smooth and easy to navigate so visitors can find what they’re looking for within those crucial first few seconds.
The most important aspect of this is your menu. You’ll need to make sure users see it right away and that the links they’re looking for aren’t buried by content or imagery.
To put together the most effective layout for your needs, you’ll need to develop an understanding of what your visitors are actually looking for. Luckily, there are plenty of digital tools that you can use to better understand what’s most important to your customers.
Start with analytics. If you have a live website, you can use Google Analytics to know which pages on your site get the most views as well as the ones customers spend the most time on.
You can take things further by using a website heatmap tool like Hotjar, which shows you how users move, scroll, and click through your pages.
4. Mobile-Friendly Design
Over 50 percent of web traffic comes from mobile phones, and that number is only increasing year over year. Many people are finding new websites through social media apps or other mobile channels. It’s more important than ever to have a website that looks just as great on mobile as it does on a desktop.
Mobile sites need to be fast, sleek, and simple. Busy visitors don’t have the patience to comb through your website to find the information they need. It’s most effective to build your mobile site along with your desktop site, instead of having to convert to a mobile-friendly design later on.
5. Virtual Tours
A combination of current events and advances in technology have changed the way that people shop for homes. Prospective buyers don’t want to wait until an in-person showing to see what your homes have to offer. They want the immediacy of a virtual tour. In just a few years, virtual tours have gone from being an add-on to a must-have for any home builder’s web design.
Virtual tours give your visitors a taste of the design and amenities your homes have to offer without ever leaving their couch. They also give your brand a sense of professionalism, and show prospective buyers that you really value their experience. When putting together a virtual tour, it’s crucial to invest in professional photography or videography. A professional approach will ensure you capture every detail of your company.
Building trust with your potential buyers is essential, and one effective way to do this is by featuring customer testimonials on your site. Testimonials give you credibility because they come from an unbiased source that has shared goals and values with your potential buyers. For many visitors, a testimonial could provide that extra push to take the next step.
For the most effective testimonials, make sure to include an image, or even consider shooting a video testimonial. This visual element makes the testimonial more relatable and strengthens your site’s emotional connection with buyers.
Final Thoughts on Home Builder Web Design
Home builder web design is arguably the most important part of your marketing strategy. A well-designed website is a digital representation of your brand and will resonate with your customers to drive conversions.
We offer specialized branding and marketing services for home builders, which includes a comprehensive overhaul of your digital footprint. Contact us today to learn more about how we can take you from land to brand.
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