Keep landlords and buyers focused with landing pages

Are landing pages beneficial to estate agents? Find out what a landing page does, what it can be paired with and if they’re useful to estate agent businesses or not. We cover the need-to-knows so you can make an informed marketing decision.

What is a landing page?

A landing page is a standalone web page that is designed to promote a product, service or subscription. People get to your landing page by searching online and clicking a link, which takes them to the landing page. It’s not a website homepage or blog, and they are usually part of Google Ads campaigns – but we’ll get back to that later.

The landing page itself will be solely focused on getting the reader to take action. This may be completing an enquiry form, downloading some information or making a purchase.

What makes a great landing page?

Landing pages are different to transitional website pages, and the difference is quite obvious if you pay attention. The first difference is in the way they’re written. Most landing pages will involve a style of copywriting called direct response. The content will try to elicit emotions, provide solutions to a problem and convince you to take action straight away rather than think about it and come back.

A landing page will also limit links to other places. In fact, any link or button you see on a landing page will take the reader to the product or service being promoted. They don’t want to link elsewhere because the landing page wants to move you through the sales funnel and nowhere else. The best landing pages also have high-quality images, bolded text with convincing statistics, CTAs and genuine testimonials from previous clients.

Why should estate agents use landing pages?

Estate agents could benefit from using landing pages more than most. They could design landing pages around specific services, such as a service for landlords, Airbnb hosts, renters, buyers, etc. The landing page would then be used to capture relevant internet users searching relevant terms in specific locations.

As a landing page is designed to “trap” the user in a sales funnel, they won’t have their attention diverted elsewhere. Estate agent websites could easily divert people’s attention and prevent conversions, simply because there are so many services and so much to see on a standard estate agency website. Therefore, a landing page might be more beneficial to an estate agency than businesses in other industries.

Landing pages and Google Ads – what’s the deal?

Landing pages are often used within Google Ads campaigns. To understand how the two work together, we first need to briefly explain Google Ads. A Google Ad is when a business pays for their page/link to be at the top of some Search Engine Result Pages (SERPs) rather than competing for the top spots organically. Every time someone clicks the link, the business pays a set fee to Google.

Instead of using websites as part of a Google Ads campaign, many businesses choose to link to a landing page designed to sell their products and services, which as mentioned, serves to elicit a direct response from the user. Using a landing page stops the lead from getting sidetracked on your website and keeps them focused on what they came to purchase.

WEBPRO Estate’s landing page and Google Ads services

WEBPRO Estate can help all estate agents with sales-driven landing pages, and we can even incorporate these into Google Ads campaigns. Whether you need one or both, we can support you. Get in touch with WEBPRO Estate now to discuss your landing page ideas.

Recap: Landing pages are standalone web pages that are designed to sell and keep people considering your product or service. They’re usually present in Google Ads campaigns and would benefit estate agents. WEBPRO Estate is ready to optimise your online sales funnel with landing pages and Google Ads services.

P.S. Our landing page service includes everything you need from page layout to written and visual content.