What is the single most important action you want your customers to take?
This is part 1 of a 7 part series entitled 7 Website Best Practices for Title Agents.
Over the past 9 years I’ve been fortunate to consult and build software for multiple title companies, closing attorneys, and for large corporations like RiteAid, Harcourt, Ford Motor Company, and FedEx.
My counterpart started his career in the title business where he worked as a processor and title closer for 8 years and has since been an active top producing Realtor for almost 10 years closing millions of dollars a year in real estate sales. He has also served as a marketing consultant for small to medium sized businesses helping them with best practices to drive sales.
“We’ve been able to understand what is effective on websites for title companies”
As a result, we’ve been able to understand what is effective on websites for title companies.
This 7 part training series will teach you exactly the strategies we use on every title company website to increase their customer list, customer loyalty, and ultimately more and larger value closings.
Lets dive right in…
The first thing that a title company’s website needs is a single focused goal for your visitor. In the business we call this a “call to action” or CTA for short.
For title companies the call to action could be to place a title order or as simple as getting them to contact you.
It needs to stand out on the page – buttons work really well for this. But they should differ from the other menu items on the page.
Make it easy
Next, we want to make this CTA as easy as possible. This means no long forms or processes to go through for the user. Only the necessary fields should be available.
Every added step or field exponentially lowers the chance that the reader will complete the call to action.
Some background on this
What most websites do is give you options. But research has proven that if you give someone too many choices, they end up taking no action.
So what can you do about it right now?
The easiest thing for you to do is make your contact information large and visible near the top right corner on every page of your website. If your website has the ability, you could highlight your “Order Title” link or button to remind visitors how easy it is to submit orders right from your website – even if it is after hours.
While this won’t work wonders and give you lots of new business overnight, this will make it easier for your customers to get in contact with you and place title orders – thereby making you easier to work with.
…And if used properly in conjuction with everything else we’ll teach you, you’ll surely have the most effective and useful website out of any of your competitors in your local market.
So that’s it for now.
Figure out what one or two desired actions for your visitors to perform.
In the next post I’ll teach you how to be the “go-to” resource for your clients, to always be top-of-mind on their future closings and to be perceived as THEIR strategic partner not just another title company.
Credit: Photo by emiliokuffer