Certified Luxury Builders want to be great at three things: quality, profit, and pipeline. This article explains 5 basics a sales-funnel website needs to benefit your pipeline.
For years Certified Luxury Builders Network has built, rebuilt, and managed websites for the top luxury custom home builders in the nation. Here are a few key rules we follow to help custom builders’ websites get visitors’ attention, develop their interest, and encourage best-fit prospects to reach out.
A sales-funnel website is a key tool in your sales and marketing toolbox: it begins by collecting prospects from print, display, and other traditional media, as well as search, social, and local business listing websites like Yelp, and specialty websites for custom builders like Houzz.
A sales-funnel website then filters those prospects, identifying those which match your best-fit client persona, and ultimately convincing them to reach out to you in a simple, seamless way.
Understanding the big picture of your sales-funnel website helps ensure that every feature of it is focused on collecting, filtering, and connecting with best-fit prospects.
Tip: Don’t get it backwards.
If your website prioritizes sending people away, it’s backwards! Are there prominent links to your social media accounts? Move them to the footer of your website so that people looking for them will find them and everyone else won’t be distracted.
Study after study shows that people make a judgement about whether or not to leave a website in just a split-second. This means you’ve got to make sure that your sales-funnel website instantly connects with your best-fit clients. We’ve found the best way to do this is with big, beautiful photos of your best work in the context of a clean design that gets out of the way and gives your work the space to speak for itself.
Limit use of stock photos, especially on “team” or “about” pages. People are looking at those pages to see how legitimate your business is, and you want authenticity to shine through.
Tip: Choose Only Your Best Photos.
Imagine you are talking to an interested prospect, but can only use three project photos to represent your work, which would you choose? Make those the most prominent on your homepage.
No matter how great your photos are or how compelling the messages on your website, if it takes too long to load, it may as well not exist. Your website should load as fast as possible. Some of the ways we make sure our custom luxury builders' websites load quickly include:
Tip: Test your website, aiming for “A” or “90+” scores.
Use the third-party testing tools above to test your own website. Send the results to your developer or the agency managing your website and see what it’ll take to get “A” or “90+” scores. Perfect scores are rarely ideal as there are trade-offs, but “A” or “90+” grades are achievable targets for anyone.
Probably the number one mistake we see, even from top custom builders' websites, is organizing website content as if it’s a glorified filing cabinet. Perhaps it’s organized, but nobody wants to sift through it.
In contrast, a sales-funnel website directs best-fit clients to reach out to you. For example: it’s absoutely true that compelling and successful websites for custom builders will include client reviews, project photos, an introduction to the design/build process, information about services, and contact information. Those types of information should not simply exist on their own pages, leaving your prospect to click around and sell themselves; instead, they should be combined and integrated into sales pages that guide prospects to make a decision about specific solutions you offer.
Tip: Intuitively organize the pages on your website.
Here’s an easy way to get started: The next few times you have a conversation with a prospective client, as quickly as possible afterwards, jot down the basic flow of the conversation (even better, have your assistant listen in and keep notes for you). The resulting order of content is a good start for how to organize a sales page.
At the end of the day, a sales-funnel website exists to connect you with best-fit clients. This means the website needs to clearly direct prospects to a Call to Action (CTA) and convince them to complete it. Certified Luxury Builders uses the trademarked “5 Simple Steps” as part of the CLB Network Business Operating System. The first step is the “Idea Session” and this provides a perfect option for our primary Call to Action: Schedule an Idea Session. Of course, in addition to your primary Call to Action, you want your phone number to be front-and-center to encourage inbound calls.
Tip: Get notified and reply instantly.
Don’t drop the ball! Instead, dominate the competition from the very start: Make sure high-priority inbound leads notify you quickly, and respond as soon as possible. Our websites are all configured to send instant text messages directly to builders’ phones so they can instantly reach out to best-fit clients from the office or job site. Imagine the impact of receiving a call seconds after reaching out!
Every day, Certified Luxury Builders nationwide are seeing their pipelines benefited by a sales-funnel website. Self-assess your own business and marketing efforts now using our instant “3-Minute Business Audit” tool.