7 Mistakes Killing Your Real Estate Website

In this article, we’ll explore seven key elements to remove from your website to create a clean, focused experience that drives conversions.

1. Overly Complex Color Schemes

The color scheme on your website plays a vital role in the user experience. Too many colors can confuse and overwhelm visitors. Aim to use only four colors on your website: three neutral tones (such as white, gray, and black) and one accent color for call-to-action buttons and important sections. For example, you could use shades of green as your accent color to make specific buttons or headings pop. This approach keeps the design streamlined and directs visitors’ attention to the most important areas.

For inspiration, platforms like Canva offer designer-approved color schemes. Find a combination that fits your brand and keeps your website cohesive and visually appealing.

2. Complicated Menus and Navigation

When visitors land on your website, they should easily understand what to do next. If your navigation is complicated or cluttered, they may feel lost and leave. Simplify your menu to contain no more than five essential links, like “Buy with Us,” “Sell with Us,” and “Search Properties.” Secondary links, like “About Us” and “Contact,” can be placed in the footer. By directing visitors toward call-to-action pages, you guide them through your site in a way that increases engagement and conversion rates.

3. Self-Focused Wording and Industry Jargon

Many real estate websites make the mistake of highlighting the agent’s achievements, using phrases like “Top Real Estate Team in Houston.” Instead, focus on how your services help clients. Replace jargon-heavy terms like “Get Your Free CMA” with straightforward language like “Find Out What Your Home is Worth” or “Get a Free Home Valuation.” Use language that a sixth-grader could understand, and remember that the website isn’t about showcasing yourself—it’s about addressing the needs of your clients.

4. Traditional Contact Forms

Instead of relying solely on traditional contact forms, offer the ability for visitors to book appointments directly on your calendar. Integrating scheduling tools like Calendly on your website lets users book a consultation immediately, cutting out the back-and-forth of emails. A two-step booking form can be particularly effective: capture basic contact details first, then guide them to select a date and time for a consultation. This streamlined process increases the likelihood of conversions and keeps the visitor engaged.

5. Social Media Icons in the Header

Placing social media icons at the top of your site can encourage visitors to leave your website too soon. Instead, move these icons to the footer or lower on the page, where they’re accessible but less likely to divert attention away from your primary content. By keeping visitors on your website longer, you reduce your bounce rate and increase the chances of converting traffic into leads.

6. Overused Stock Photos

Generic stock photos can make your site feel impersonal, and visitors may have seen them on numerous other websites. Aim to use authentic photos—images of you, your team, your local area, or homes you’ve sold. If stock photos are necessary, choose high-quality, unique images that relate to your specific target audience and don’t look overly staged. This approach builds trust and establishes a more personal connection with visitors.

7. Long, Detailed Bios on the Homepage

While it’s important to showcase your qualifications, placing lengthy bios on the homepage can detract from the focus of your site. Keep your introduction short, focusing on a few sentences that highlight your experience and what you offer clients. Include a call-to-action button that links to a separate “About” page for visitors who want to learn more. This keeps the homepage uncluttered and puts the focus on what you can do for your clients, rather than just on your credentials.