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How Functional Is Your Website?

April 9, 2018

Home Builder Marketing MondaysFunctionality refers to the technical performance of the website. Visitors have little patience for slow downloads, broken links, and error messages. At least once a month, complete a functionality review of your website. Click on every button, link, and multimedia took to make sure everything is working properly.

You should also test your website in different browsers. According to the numerous Google Analytics reports I review on a monthly basis, the top five most common browsers used are Safari, Chrome, Internet Explorer, Firefox, and Android. To confirm that your website is viewed correctly, check your Google Analytics report for the top browsers accessing your website and test accordingly.

One of the biggest functionality issues home builders face is not on the front-end of the website (the part that potential home buyers see), but on the back-end (where changes are made to keep the website up-to-date). Unfortunately, many older websites do not have a user-friendly back-end CMS (Content Management System) that allows for in-house editing of the website by a non-technical person.

If this is the case, you should redesign your website with newer technology that allows for real time, in-house editing. It is so important that your content is timely, that you can’t afford to wait for a web designer to make the changes.

Functionality Checklist:

  • Does your website load the homepage quickly, with two or three seconds?
  • Does your website load photos, videos, and interactive elements quickly?
  • Does your website label content clearly, meaning free of confusing industry acronyms or abbreviations?
  • Does your website have a status graphic for downloads?
  • Does your website allow for easy in-house editing and updating?
  • Does your website render properly on mobile devices and tablets?

Click Power by Meredith OliverToday’s post contains information found in Click Power, Meredith’s book written specifically for the new home building and residential real estate industry. It’s a comprehensive, digital marketing how-to guide for home builders. Meredith steps you through the sometimes overwhelming maze of web marketing and shows you how to optimize your potential online. Order it online at Amazon.com.

 

 

 

 

 

 

 

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