A real estate website is often the first point of contact between potential buyers and your new home. But what really makes a real estate website successful? While many designs rely on tried and tested patterns, there are some choices that cause debate – because they present both opportunities and risks.
Should the call-to-action button be more eye-catching? Are interactive 3D tours really a selling point? And how do testimonials actually influence visitor trust? These and other questions are crucial for the conversion rate and the success of a real estate website.
In this article, we take a look at five controversial design decisions that can make the difference between a well-designed, sales-boosting online presence and an ineffective online presence.
1. pop-ups and registration forms: Intrusive or effective?
Many real estate websites use pop-ups to encourage visitors to contact them or sign up for newsletters. But while some argue that this method generates valuable leads, others find it annoying and counterproductive.
Studies show that aggressive pop-ups can increase the bounce rate – especially if they interrupt the user directly on the first visit. On the other hand, well-placed, context-related pop-ups can increase the conversion rate.
What is the best solution?
Instead of intrusive pop-ups that appear immediately, real estate websites should rely on discreet, user-friendly alternatives:
- Exit-intent pop-ups that only appear when the visitor wants to leave the page.
- Scroll trigger pop-ups that appear at a certain page length.
- Embedded registration forms that are unobtrusively integrated into the layout.
These strategies can be used to generate leads without deterring potential buyers.
2. visual hierarchy – why less is often more
Imagine you visit a real estate website and are immediately overwhelmed by overloaded graphics. Large images, flashing banners and a jumble of text and icons – instead of arousing interest, this visual sensory overload often leads to confusion.
Of course, real estate should be presented attractively, but the first impression must be one thing above all: clear and inviting. Too many images, too much text and unstructured graphics are distracting and make orientation difficult. Targeted placement of content, a clear visual hierarchy and sufficient white space improve the user experience and strengthen trust in the site.
The best approach: less is more. A minimalist design with targeted images has a convincing effect on prospective customers. Clear structures guide the eye, reduce distractions and ensure that the most important information is quickly grasped.
3. mobile optimization: Why desktop design is not enough
No matter how impressive a real estate website is on a desktop – if it doesn’t work on a smartphone, it will lose potential buyers. In Switzerland, more and more people are using mobile devices to search for real estate. Nevertheless, there are many websites that are poorly displayed on mobile screens: distorted images, cut-off text or menus that are difficult to use quickly put users off.
The problem: A 1:1 transfer of the desktop design to mobile devices does not work. The mobile version has to be specially adapted – from the scaling of the images to the font sizes and navigation. Touchscreen-friendly buttons, fast loading times and intuitive operation are essential.
The solution: mobile first instead of mobile second. A successful real estate website is designed to work just as smoothly on mobile devices as on the desktop – with a clear structure, optimized loading time and user-friendly design.
4. the placement of testimonials – authentic or manipulative?
Customer reviews are a proven means of creating trust and positively influencing purchasing decisions. However, not every testimonial is convincing. Standardized statements such as “Excellent advice, highly recommended!” can often be found, but rarely leave a lasting impression.
Especially in Switzerland, where trust and transparency play a central role in the real estate industry, overly generic or overly positive reviews can quickly appear untrustworthy. Star ratings alone are not enough – potential buyers want to read real experiences.
The solution: Instead of anonymous standard quotes, real customer testimonials with specific details should be used. Statements such as “Thanks to the fast processing, we were able to move into our new home within two weeks” are tangible and authentic. Placement also plays an important role: testimonials should appear where they support the decision-making process – for example next to contact forms or in the immediate vicinity of offers.
5. interactive functions: Indispensable for modern real estate marketing
Interactive functions such as 360° tours and virtual real estate tours are no longer an optional gimmick – they are a decisive factor in the success of real estate websites. Particularly in Switzerland, where properties can sell out quickly, these tools allow potential buyers to get a realistic picture of a property before they even view it.
But not every interactive function is useful. It is crucial that it is intuitive to use and offers real added value. Loading times should be optimized and technical hurdles avoided so that users don’t bounce. The combination of virtual tours and additional information – such as interactive floor plans or hotspots that point out special features of the property – is particularly effective. This creates an immersive experience that facilitates decision-making and strengthens confidence in the property.
Conclusion
The design of a successful real estate website requires more than just an appealing design – it must be strategically thought through. Pop-ups should be used discreetly, visual hierarchies clearly structured and mobile optimization consistently implemented. Testimonials must appear authentic and interactive functions should offer real added value. If you make these design decisions consciously and maintain a balance between innovation and user-friendliness, you will create a website that is not only aesthetically pleasing, but also promotes sales. In the end, what counts is not what is modern or controversial, but what guides the user through the purchasing process in the best possible way.
Would you also like an appealing website for your real estate project that will convince buyers? Contact us at Marketing Butler, your real estate marketing agency in Switzerland, and let us work together to develop a customized solution that successfully presents your project.
