Many are with the understanding that having a property website is a good thing, right? For starters, how else are your prospects supposed to locate you online? But what if that’s not always the case? Believe it or not, there are instances when having a website for your multifamily property can be detrimental to your marketing efforts, having the opposite unintended effect. When this occurs, your online presence and overall business suffer. Here are three instances when this can happen.
1. Your loading speed is breaking you.
It is a common fact that page load times are an essential piece of one’s web user experience. In short, speed matters. Most users have a set expectation for a website to load in about two seconds or less. When this does not happen, they bounce. Studies have shown that slower page loading times can be impacted by a 1% loss in revenue for each 100-millisecond delay. Others have reported that more than 30% of visitors bounce when page load times are seven seconds. Typically, bounce rates increase simultaneously with page load times, starting at just two seconds. In addition to higher bounce rates, longer loading times also result in fewer pages viewed by users during the site visit. And, if that’s not enough, let’s add search engine performance to the mix. Google has noted speed as a primary ranking factor, giving an advantage to sites with quick loading speeds.
If your page load times are lacking, your online success will follow. Having slow site speeds can impact bounce rates, page views, visibility on Google, and conversions. In the e-commerce space, it has been known to affect customers’ willingness to do business with a company. So, if your speed is on the slow side, begin to think about ways to optimize it better to promote speed and efficiency.
2. Your site design is turning away traffic.
A recent Behaviour & Information Technology confirmed that users form an opinion on a site within 500 milliseconds (0.05 seconds). During this period, they ascertain if they like what you’re serving or not and if they will stay or leave. One way to ensure a positive first impression during this brief pondering is to have a responsive, quality website design. Numerous studies provide additional evidence on how poor web design impacts one’s bounce rates, reputation, credibility, recommendations, and more. If your site is not organized, professional, easy to navigate, and cohesive, you can kiss those conversions goodbye. You can learn more about quality web design here.
3. You’re falling short on mobile.
We know how popular mobile usage has become over the years, with no signs of slowing down soon. Mobile web usage has now surpassed that of desktop, with more than 70% of web traffic coming from mobile phones. So, if your website is not mobile-optimized, you’re doing yourself a severe disservice. Optimized sites receive more unique clicks, greater conversions, and an increased likelihood of return visits. Google has even incorporated mobile compatibility in its search ranking factors, indexing the mobile site first and using this data to determine where one falls on the SERP. If your site isn’t mobile-friendly, then Google will lower your ranking.
It’s not enough for your desktop site to be perfectly optimized; it must be accompanied by mobile. A non-responsive site damages your user experience and your potential to be found on the web, so it may be time to invest in mobile.
Rentbot can help.
Don’t let your website work against you. You already have a limited window to capture your audience. Having a less than optimal website can hurt your business in more ways than one. If you’re due for an upgrade, Rentbot can help.
We design websites for your multifamily properties that attract, convert, and retain tenants. Our mobile-friendly designs ensure your site looks good on any device; targeted keyword research optimizes each website page to boost your organic search engine ranking; and our conversion-optimized layout drives tenants to make contact and schedule their tour. User-friendly sites do the work for you, and that’s our specialty. Try a personalized Rentbot site for your property for 30 days on us. Learn more here.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising, and copywriting, she has helped many clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.