Despite the advancements in Web design and usability, many Web sites are failing to deliver the user experience customers expect. In order to succeed on the Web, you have to look at how your visitors actually behave, and make sure your Web site fits into their existing Web use patterns. The days of random surfing are over - people are taking a more direct, predetermined approach to the Web.

According to a recent Jupiter Media Matrix survey, the majority of Internet users visit about half as many sites as they did last year. What does all this mean to you? If you want your clients and buyers to use your Web site, it had better be good.

Here are five tips for creating a Web site that does exactly what you want it to -- increase your profits:

Getting started. Make sure you choose a domain name that is catchy or easy to remember. People are more likely to visit your site if they can remember your URL. Register your Web site in the Internet Yellow Pages and with different search engines, like Google or Yahoo, etc. If you build it, they will come (but only if you promote it first). Make sure you add your Web address to your business cards, signs, and flyers.

Assess your level of computer literacy. Are you ready to design a Web site using HTML code or would you rather buy a program that does it for you? When choosing software, make sure you use something that is easy to use, but doesn't limit your creativity when you become a more advanced user.

Make sure your Web site is designed for visitors, not for you. Put the most important information first and don't clutter your home page. Make sure you have a home page that is easy to understand and contains the most important information. Your name and other contact information should be accessible through your home page. Title your links and labels in lay terms. Don't use confusing terms that only real estate professionals would understand. Also, make sure the information is organized under the right topic and is easy to find. Don't put too many links on one page. Many people will have short attention spans and get frustrated when they can't find what they are looking for. Remember the purpose of your Web site is to provide information-- quality over quantity. Adding a section where visitors can choose to get e-mail updates about your listings and houses you have sold is another way to increase your client base and pool of potential buyers.

Know Your Niche. If you specialize in property in a particular area, make sure the information you provide is complete. You can easily beat larger real estate sites by providing great local content and links to local information.

Know when and where animation and graphics will be the most effective. Don't put animation or video in places where it is not useful. For example, a tape recording of you describing a house, or a virtual tour of the house and pictures of the house is more effective than having words fly across the screen in your intro (especially if this takes extra download time or requires people to download software to view the page).

Keeping these tips in mind will help make your Web site work for the people who matter most: potential buyers and sellers.

Published: November 8, 2001

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