Most people find it hard to imagine a website as more than some nice design and pretty images to show off to customers, colleagues, friends and family.  This can make determining what attributes are more important than others a very difficult task. We should start off by stating that this guide is specifically about a business website and focused on real estate marketing, a segment of website owners that has very specific needs. Begin the process by asking questions. First and foremost, “what do you want your website to accomplish?”. Download the iBook from iTunes: http://plcstr.com/VRk2Ks

1. Website Anatomy
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Your homepage is the most
image
important page of your real
I NTERACTIVE Website Anatomy.1 Key Attributes estate website. It has to
of a Real Estate Home Page
appeal to both new and
repeat visitors alike. While
Header/Navigation it’s main job is to convert
Carousel your visitors into leads and
customers, you also need
to build trust, communicate
Click to view What’s Above the value and solve visitor
Fold
detail problems. This guide will
help you think through the
Property Search
process from a customers
perspective.
Featured Properties
1 of 14
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2. Swipe between pages
Section 1
Website Planning What Makes a Website Good?
Most people find it hard to imagine a website as more than
some nice design and pretty images to show off to customers,
colleagues, friends and family. This can make determining
Pinch to zoom
what attributes are more important than others a very difficult
image
Getting Started task. We should start off by stating that this guide is specifically
about a business website and focused on real estate marketing,
a segment of website owners that has very specific needs.
Begin the process by asking questions. First and foremost,
Interactive: Website Development Checklist
“what do you want your website to accomplish?”.
Here’s a simple checklist to get you started in your website design
and development process.
Determining Your Website Goals
Here are five crucial objectives every real estate marketing
website should strive for:
Instill Trust – having people believe that you are trustworthy.
Amplify Awareness – having more people know that you exist.
Improve Efficiency – streamlining an activity, e.g. property or
location research, education.
Increase Sales – nurturing prospective and existing customers
through your sales cycle.
Create a Marketing Hub – a central location to focus your in-
bound and paid marketing activities.
2

3. Interactive: WordPress Theme Design Pinch to zoom image
iii

4. Swipe between pages
Section 1
What Good RE Design is More Than Beautiful Images
Once you’ve decided to launch a blog or real estate website.
Design Looks Like and you’ve determined your business objectives, your target
audience, and the tone and voice of your site, your next step
should be to figure out how you’re going to manage all of this
Simple, Agile, Engaging And Search Friendly once it's built. In web development speak, you’ll need a CMS
(Content Management System) to give your site structure. A
good CMS will help you simplify all the activities associated with
publishing content, enabling search, managing edits, using plug-
Design Gallery 2.1 ins to add features and functionality, managing your layout, de-
termining site structure, SEO, and lots of other helpful things
you’d rather not have to be an expert on.
Lean, Agile and Built for Speed
Online marketing has changed dramatically in the last few
years, the concept of planning for months to design and launch
the perfect website can cost a business it’s competitive edge or
insure that it’s not even in the running. Flexibility and agility are
imperative in today’s fast moving online marketplace. The prolif-
eration of world class technology has enabled the lean startup
movement to leapfrog beyond the tech world. The concept is
simple, build cheaply, test and iterate. Contemporary website
design is no different. Avoid expensive custom development at
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do all costs, build on a scaleable platform spend the majority of
tempor incididunt ut labore et dolore magna aliqua. your marketing dollars on, marketing. Rinse and repeat.
4

5. H1 / Header
Consumers shouldn’t have
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to guess at what you do.
1
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Image
H1 / Header
I NTERACTIVE 1.1 H1/Header
Example

6. H2 / Sub-header
A short description of what you
do and how you’re valuable.
2 H2 / Sub-header
I NTERACTIVE 2.1 H2 / Sub-
header Example

7. Navigation
Providing a clear path into your
website helps reduce bounce rates.
3 Navigation
I NTERACTIVE 3.1 Navigation
Example

8. Benefits
What value do you offer to your
website visitors?
4 Benefit
I NTERACTIVE 4.1 Benefit Ex-
ample

9. Primary Images
A time for eye candy.
5 Primary Image
I NTERACTIVE 5.1 Primary Im-
age Example

10. Primary Call To
Action
Your primary acton is to get a visitor engaged.
6 Primary Call To
Action
I NTERACTIVE 6.1 Primary Call
To Action Example

11. Teaser Properties
Featured properties allow you to
entice a visitor to dig deeper.
7 Teaser Properties
I NTERACTIVE 7.1 Teaser Prop-
erties Example

12. Sharing & Saving
Opportunities
8 Sharing and Saving
Opportunities
I NTERACTIVE 8.1 Sharing and
Saving Opportunities Example

13. Recruitment
Messaging
Showcase your team ethos.
9 Recruitment
Messaging
I NTERACTIVE 9.1 Recruitment
Messaging Example

14. Secondary Calls
To Action
Provide multiple opportunities to engage.
10 Secondary Calls to
Action
I NTERACTIVE 10.1 Secondary
Calls to Action Example

15. Up-To-Date Blog
Content
No one is engaged by bad content.
11 Up-To-Date Blog
Content
I NTERACTIVE 11.1 Up-To-Date
Blog Content Example

16. Testimonials
Consumers trust you more when
others trust you first.
12 Testimonials
I NTERACTIVE 12.1 Testimoni-
als Example

17. Additional
Resources
Give away great stuff in exchange for contact info.
13
Additional Resources
I NTERACTIVE 13.1 Additional
Resources Example

18. Secondary
Navigation
Make it easy to get around.
14
Secondary
Navigation
I NTERACTIVE 14.1 Secondary
Navigation Example

19. More Social Proof
The greater the authority the better
the proof.
15
More Social Proof
I NTERACTIVE 15.1 More Social
Proof Example

20. Footer Calls To
Action
Provide value in every pixel of your site.
16
Footer Calls
To Action
I NTERACTIVE 16.1 Footer
Calls To Action Example

21. Physical Address
Local search engines like to know
you really exist.
17
Your Physical
Address
I NTERACTIVE 17.1 Physical Ad-
dress Example

22. Phone Number
Don’t hide your contact information,
nobody likes that.
18 Phone Number
I NTERACTIVE 18.1 Phone Num-
ber Example

23. Thank You!
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If you want to learn more about
image
Anatomy of a Real Estate Website Infographic online marketing specifically for
real estate. Visit Placester’s Real
Estate Marketing Academy for
tons of free educational info.
http://Placester.com/Academy
If you want a real estate website
like the one in this infographic
Give us a shout:
http://placester.com
Twitter.com/placester
Facebook.com/placester
Google+ Placester
Email: academy@placester.com
Phone: (800) 723-8391