How to generate more awareness of your website in the PropTech Industry

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Understanding how your website is performing

How your website perceives you online is an important factor in driving new business and awareness of your company. The PropTech Industry is an extremely competitive space online and companies are spending money every month on marketing and sales campaigns, but often their website and how it fares in comparison to their competitors is overlooked.

Situational analysis

What does the content on your website actually say?

One of the first things that should be looked at is what your website is actually saying. The PropTech industry is incredibly fast paced and content/messaging on your website can quickly become out of date.

How long ago did you write the content on your website and how has your business pivoted since first going live with the content?

Businesses evolve over time, particularly in the PropTech industry, and with that, so should the messaging on your website.

Try and make sure you read the content on every single page of copy on your website and ask yourself, is this still relevant? After all, your customers will find you online, and interpreting your business is crucial in driving business from your site.

What is the call-to-action on your website?

Websites need to be designed in a way to tell a certain message about what your business does and what your mission is and as such, you need to integrate sufficient call-to-actions across your site to help guide your customers into making an action.

Do you want to just make your prospective customers aware of what you do? Or do you want to turn your prospective customers into real life customers?

Across your site, make sure your call-to-action is a constant to avoid any prospective customers coming onto your website and leaving before making an action.

Call-to-actions could be in the form of a contact form or a pop-up for example. It does not matter what it is, just make sure you have one and your content on the site helps push the customer into making an action.

Website Performance

How does your website perform online?

You might have a well designed website, and think you ‘have conquered online’ but how many people are actually visiting your website and what are they doing on it?

Integrating Google Analytics tracking codes on your website is absolutely essential. Google Analytics can tell you crucial information about your website visitors:

• How many people are coming to your website every month?
• Is this number increasing month on month?
• How long are people coming to your website for?
• How are they finding you?
• What pages are they viewing on your website?

This information can be a key indicator as to how your website is performing and which area’s of it you can improve.

Implementing Google Analytics on your website is an incredibly simple process and the insights you can gain from it are tremendous and can guide you into making key business decisions.

How does the look and feel of your website compare to your competitors?

As well as understanding how your own website is performing, it is also useful to have an idea about what your competitors are up to:

• Have they updated their website reflecting a new business direction?
• Have they got a much clearer call-to-action on their website than you?
• As a visitor to their website, is it performing better than yours, and if so why?
• Are they sponsoring ads on Google?

Getting an idea about all of your competitors can give you a better idea as to how and what you might want to do to bring your site up to scratch.

Target Audience how to reach them

How can you attract your target audience to your website?

Updating your website content and call-to-actions is and should be a common practice to help improve the relevance of your website to your customers, however, it is also important to consider how these people might find you online?

Google and Search Engine Bots constantly crawl the web, interpreting websites, crawling through the content to understand what the website is about, and websites are then ranked in the search engines depending on relevancy to what is being searched.

Content on your website needs to be structured in a way that search engines can easily crawl and interpret it. This is known as On-Page Search Engine Optimisation. (a bit of a mouthful!)

What are the quick wins?

You can optimise your website fairly easily, and essentially what your are doing is making sure your website is structurally built in a way that search bots can zip through it and understand straight away what your business offering.

Quick wins you or your webmaster can do are:

Name your images – Adding image tags helps Search Engines understand what the images are about
Adding Headers – Header 1’s, Header 2’s, Header 3 tags
Page Load – Make sure your website loads quickly
Mobile / Tablet – make sure you can access your website on mobiles and tablets

What next?

SoBold are an exclusive partner of the UK PropTech Association and we are offering all UK PropTech Members a free SEO audit. We can go through your site and tell you all the things you can change to help Search Engines read the content on your website.

We are also offering all UK PropTech Association Gold Members exclusive discounts off their first invoice with us.

Or, if you would just want an informal catch up to discuss your website, feel free to get in touch with hello@soboldltd.com and we would love to catch up.