Real Estate Marketing Online: The Art of Invisible Design
By Brandon Cornett
On a real estate website, design works best when people don t even notice it. In other words, your audience should immediately see and understand the message you re trying to convey through your website. They shouldn t be distracted by the design.
Visitors should be able to navigate immediately upon reaching your website, without scratching their heads. They should be able to identify the primary purpose of your website, as well as your primary offer. Design should help your visitors follow the path you would most like them to follow — toward some form of website conversion or lead generation, in most cases.
Much of this comes from “invisible” design.
Invisible Design = Usability & Profitability
Ever been to a website that was so clean and usable you immediately found your way around? Netflix comes to mind for me. The first time I went to Netflix.com, I found my way around quickly and began using the website right away.
Sure, there were design elements in use, but I hardly noticed them. Why? Because the design s sole purpose was to help me find my way around the website-without having to stop and think about it.
Does this mean Netflix skimps on design? No. On the contrary, they ve put a lot of thought into their website s design. They put so much effort into designing the site that I did not even see the design, though it helped me achieve my goals.
This is the concept of “invisible” design. The design is there, but because it s sole purpose is helping you comprehend something, you hardly even notice it. You immediately find the message and act upon it, because the design paved the way for you.
When I talk about “invisible” design, I m not saying your website can t be attention-getting. What I m saying is your website should get attention for the right reasons. It should capture the reader s attention with a powerful message and an offer of value. The design should support this, not overshadow it.
Don t think of design in a vacuum. Think of design as a way to kindly escort people toward the action you want them to take, or the information they want to find (listings, reports, virtual tours, etc.). Your visitors will be thankful for it, and your website will be more successful as a result!
* Copyright 2007, Brandon Cornett. You may republish this article online if you retain the author s note and active hyperlinks below.
About the Author
Brandon Cornett teaches real estate Internet marketing to agents across the U.
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