Latest From The IM Blog

by Bobby Tsui on 16th February 2015

The key and secret to crafting stunning websites for home builders comes down to a few important things that go a long way. In this article, I have covered 3 simple things that produce the biggest leverage for creating stunning websites.

3 Secrets To Stunning Websites For Home Builders


websites for home builders The key and secret to crafting stunning websites for home builders comes down to a few important things that go a long way. In this article, I have covered 3 simple things that produce the biggest leverage for creating stunning websites.

I define a “stunning website” as a website that is both captivating in design as well as purposeful in facilitating your offline sales process.

1. What are the goals of your site pages?

All too often home builders are often thinking about how beautiful they want their websites to be – and rightfully so. Your craftsmanship needs to be portrayed with the best photography money can buy – or skills, for that matter.

However, we must be careful not to fall into the trap of thinking of our websites as business cards or brochure sites. Is your goal to generate leads from the visitors that you attract or to give people a reason to click around and find more information about your company?

I think it would be safe to assume that the first reason holds more weight. If we want to generate leads, we have to start with the home buyer in mind and think about how they search the internet. Here are some questions to think about when designing each site page on your website:

  • Who is this page for?
  • What does this page need to accomplish?
  • How will the page accomplish this objective?
  • What do we want the user to do next?
  • What might stand in the way of the user taking the next step?
  • How will we address that pushback?

If you’ll notice, the answers to these questions will facilitate the sales process for your business and encourage website visitors to take the next step in the buying process.

2. Do you have a sitemap created for your website?

You don’t need design skills to create a sitemap, so be sure that your website designer has your sitemap in mind and on paper before your website is created. A sitemap is basically just an outline of flow-chart of all the content your site needs which helps with the organization of your site as well as the elimination of duplicate content.  

Duplicating content on your website is a waste of time and resources and it may even cause you to get penalized by Google.  If you don’t have a sitemap, you may not realize that you are producing duplicate content as you are creating the pages as you need them. Duplicate content can create a situation where Google will only index the page they deem more important than the other and this can hurt you if the “less important page” gets more visitors and lead conversions.

3.  Do you have beautiful photography for your homepage?

You never get a second chance to make a first impression – that’s why your homepage is the most important part of your website design. You don’t need a degree in website design or online marketing to instinctively know that when your homepage is not captivating, then your website visitors will have a “knee-jerk” reaction and hit the back button. In fact, it is usually this part that most companies dwell on and stay on.

The point of this article is to get you out of the mindset of just having a beautiful website. We want our websites to encourage website visitors to provide their contact information so that we can follow up with them and nurture their interest to a point of sale. This is part of the inbound marketing methodology. On the flip side , we also can’t forget that our homepage needs to be captivating. A captivating homepage takes care of the following points:

  • It clearly answers the questions of “Who you are,” “What you do,” and “What can the visitor do here”
  • It is narrowly focused on speaking to your target buyer persona
  • It communicates a compelling unique value proposition
  • It contains beautiful landscape photography that showcases your craftsmanship
  • It contains calls to action that compels a visitor to give you their contact information to take the next step

Take these 3 cues and you will be well on your way to creating massive leverage for your home building business.  

Leave a reply