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The online buying process goes: Information, Trust, then Purchase

This is part 2 of a 7 part series entitled 7 Website Best Practices for Title Agents. Yesterday you learned how to make it easier for your clients to do business with you with a single call-to-action. Today we’ll show you another easy addition that your web developer can probably add to your website in about 15 minutes. During the purchase or sale of a property your customers usually need to visit a handful of sites: Local Governing Realtor Board’s List of Legal Documents (ie. contracts, etc.), Property Appraiser and/or the County Clerk’s website. Why not add a “resources” page to your website that simply lists these links (and perhaps others). …Simply put – you tie together all of the links that your clients use on a regular bases. By doing this you become the authority for your clients.  They’ll remember that they can visit your website and have everything they need to do their due diligence. This will be especially useful to them when they are on their mobile phone or can’t remember the exact website address to that page on the government site – after all, government websites are not always the easiest to remember. So quickly make a list of the most common websites your clients use: Trulia, Zillow, Tax collector, clerk of court, local governing board, etc. and send it to your web developer now. But wait, there is an added bonus here… Think about what you use the internet for primarily.  Although commerce is common now, you are really looking for information first before you make a purchase. Google knows this and ranks “informational” websites high.  Why do you think Wikipedia ranks in the top 3 results for so many searches? Even if you go right to Amazon.com you still are looking for photos and information about a product. The buying formula goes something like this: 1) Information – Does the product solve my needs 2) Testimonials/Reviews – Is this product highly rated and trusted by others? 3) Purchase Tomorrow we’ll build on this suggestion with step 2 above – how to build trust on your website. Photo by debord
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