When you conduct an open house, is everything neatly in its place? Are the furnishings arranged in an attractive fashion that leads the buyer in an organized path?

It's time to do the same thing with your web site. Following are some key steps that will help weed out the garden of your Internet presence.

Determine one, overriding message and stick with it on you main page. You never want to bash the visitor over the head with information overload. For example, perhaps your message is "Providing the moving solution from listing to unpacking." What graphic would best showcase that? A picture of you shaking hands with a client in front of a moving truck, from which is being unloaded an oversized sofa? Or how about simply an ornate key? Keep in mind if you go that route, you could change your message to "providing the key to the moving solution."

Next, figure out all of your supporting messages. If your message is "Providing the moving solution from listing to unpacking", you might have the following sub-categories:

• "Available homes" - after all, that's your main product
• "About my town" - shows pride of ownership, and also demonstrates your home-grown knowledge
• "Why choose me!" - customers always want to know what makes you stand out
• "Step towards a successful move" - a play on words which then provides free info on before you move, packing lists, how to plan a move, etc.
• "Client testimonials" - most important and impressive
• "Free free free" - anything you give away for free such as reports
• "Contact me!" - this link should appear on every page

That's it for your main page! Think about this for a second. Each of the sub-categories can have several topics under them, but they are all related. You've now organized your site!

Of course, quality web site design incorporates far more than the above (for example, you want to ensure cross-linking from every page, meaning that you can get from one point to another, anywhere from the site), but you have the basic gist. Your "Available homes" link might go to another section which allows for community selection or price specification, but the idea remains. If you provide free newsletters, you might want to tie that into the main page by providing a simple "Receive future free homelistings here!" form. It all depends upon your layout and style.

Let's talk graphics. Lose anything that detracts from your visitors interest. Those animated graphics that never stop whirling, jumping, blinking, etc., - do they highlight positive aspects of you and your business, or do they exist just as eye-candy? If some of your web site graphics serve no purpose, get rid of them. You can always put them up on a personal, non-busines related page if you really love them.

Try the following as an exercise. You owe it to yourself as a REALTOR®.

Take several pieces of paper. Write down your main message and supporting sub-categories. Now, put on your customer-hat - that experienced aspect of your persona that has heard every single customer concern and complaint. Jot down on your page how you would answer all of those questions. Can you put them into your sub-categories? If not, try again! And again. And again, until you feel your website reflects the best of you and your solutions.

At that point, take your papers to your non-real-estate friends. Do they understand what you are trying to convey?

The best part about this exercise is when you decide to either invest in a web site, or revisit your own, you now have a template you can give to your designer. Remember, you are always the customer and deserve the best you can get.

Don't be afraid to try several different versions of your site. If you are having a site designed, be sure to ask several of your non-real-estate friends to check it out. Ask them, what's the main point? If it's still undecipherable, go back to the drawing boards.

Also See: Agent Technology Advice

Published: January 13, 1999

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