Thinking Like a Realtor: Five Steps to Enhance Sales at Your Web Site

Most of us realize that our company Web sites could do a better job of engaging, converting, and retaining customers. The challenge is deciding where to focus our efforts given limited budgets and time.

Often it's helpful to look at other industries—real estate, for example—for ideas that you can apply to your own situation.

Let's say you're getting ready to sell your home. In most areas of the US, it's a buyer's market. So do you go ahead and add another room to outdo the competition? Not a good strategy. Doing so would only delay the sale, and you may not even recoup your expenses, much less realize a return on investment.

An experienced Realtor knows that the sale begins when potential buyers can picture your home as their own. And first impressions are everything. Therefore, the most cost-effective strategy is to thoroughly clean the home and make minor improvements.

Likewise, there are five simple—and inexpensive—strategies you can implement to help Web site visitors picture themselves enjoying the benefits of your product or service.

Does my Web site have curb appeal?

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David Polley is owner of Polley Direct (www.polleydirect.com) and helps B2B marketers sell online by writing optimized copy for Web pages, emails and newsletters.