Have you ever scrolled through a website and left because the content was irrelevant and didn’t resonate with your needs?
Your apartment website content has the ability to make or break your number of quality conversions. When was the last time you took a hard look at your written content? Well, there’s no better time than now.
Here are five tips for creating apartment website content that attracts your users and converts into qualified leads.
5 Tips for Creating Content That Converts
1. Write With Your Target Renter in Mind
If you want apartment website content that resonates with your readers, then write it with your target renter in mind. Find out what attracts your ideal renter and create content around their needs and desires.
What amenities are they searching for? What type of atmosphere are they drawn to? Where is their ideal location? These types of questions are going to help you create effective content on your website that will convert into qualified leads.
Not sure who your target renter is? Use our free renter persona template to create your own!
2. Take Out The Fluff
There is such a thing as too much website copy. A problem many apartment websites encounter is an overload of written content with big chunks of text. We can almost guarantee that users will overlook long paragraphs with winding sentences filled with filler words and fluffy content.
The key to getting your website content to convert is simple and straightforward writing. Take out any unnecessary content that is hard to read through.
Your users need content that tells them precisely what they need to know and quickly gets to the point. Don’t waste their time reading through content that could be summarized in a few sentences or less.
We suggest small amounts of texts with no more than two sentences in a paragraph as well as lists and bullet points for effortless skimming. Give your potential renters the gift of easy to read content. In return, you’ll receive an increase in quality conversions.
3. Tell a Story
Another tip worth mentioning is creating content that tells a story. Storytelling is an art of writing with many benefits.
Rather than simply promoting or advertising your apartment community, storytelling creates a narrative about your community with your renter as the main character that helps to establish an emotional and personal connection with the reader.
Storytelling in marketing engages the customer and invites them on a journey. When you use the technique of storytelling on your website, potential renters can envision themselves living in your apartment community and ultimately choose you as their next home.
Looking to switch up your content? Tell a story that puts your renter as the main character.
4. Implement Keywords
Strategically placing local and non-branded (amenity & floor plan based) keywords into your apartment website content will increase the quality of organic traffic and greatly improve your SEO.
Just to be clear, we don’t mean keyword stuffing. Your keywords should be sprinkled naturally and organically within your content—where most appropriate.
- Apartments in Atlanta
- Apartments near Piedmont Park
- Midtown Apartments
- One-bedroom apartments
- Pet-friendly apartments
- Apartments with covered garage
5. Audit & Update Content
Lastly, in order to continue having relevant content that attracts your target renter, you must consistently update and improve upon your website content. You can do this by auditing your content and updating anything that may seem irrelevant or outdated.
Remember – keep it centered around your target renter’s needs and desires.
If you’re curious about how to conduct a content audit of your website, read this blog post for an easy guide to auditing your site content.
You’re now well on your way to creating apartment website content that converts. Formulating website content is a trial and error endeavor. If the content you have now isn’t working, don’t be afraid to change it up.
Use our 5 tips and watch your apartment website conversions grow.
Need help with organic conversions? Contact us today for content recommendations!
Taylor Boyd is a digital marketing specialist with REPLI.
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