I’d be hard-pressed to find a property manager that hasn’t asked me about mobile-friendly websites.
Having an online presence can’t be overlooked – over 80% of renters stated that they used their computer all the time or often during their last apartment search. So, an apartment website seems like the perfect starting point when it comes to prioritizing how to generate more online leads.
But sometimes that logic is not always followed. Here are three reasons why some apartment websites are not performing as well as they should:
- The website navigation isn’t clear
- The design looks dated
- The website is not responsive to mobile devices
Let’s explore that last point for a moment: why are some websites still not mobile-friendly?
I had a really hard time finding an answer to this problem. According to Hubspot, there are two main reasons:
- The company is not ready for a redesign, or
- They are skeptical it will make much of an impact
…Which really means “we already have a website and don’t want to invest in a new one for at least a couple of years”. So we have this website that a ton of our prospects go to, and it exists to build trust so people will learn more about our property and envision themselves living there…
So we have this website that a ton of our prospects go to, and it exists to build trust so people will learn more about our property and envision themselves living there…
…Well why on earth would we not want to make it as user-friendly and informative as possible?
What website visitors (and Google) want
Okay, well, while I picket outside property buildings for the mass removal of non-responsive websites, I’d like to inform you of the latest Google Mobilegeddon algorithm change scheduled for May which is an update to the original from April 2015.
For those who are unaware or turned a blind eye:
Google said the update will happen “beginning in May,” and it “increases the effect of the [mobile-friendly] ranking signal.” Google said if you are already mobile-friendly, you do not have to worry, because “you will not be impacted by this update.”
Remind me, what makes a website mobile-friendly?
First of all, start by double-checking if your website is currently mobile-friendly with Google’s Mobile-Friendly Test.
Other features of a mobile-friendly website include:
- Making sure not to use Flash
- Making sure the text is easily read without “pinching” the screen
- Making sure links are spaced out properly and can be easily clicked
Does it really have that much of an impact?
In short – yes! We are starting to see that for some communities, visits from mobile are outnumbering visits from the desktop. This is starting to mirror what Google has been saying is the trend since 2014.
A report from Adobe, found that Google now prioritizes sites that are mobile-friendly in organic search and the affect of Mobilegeddon on sites that were not optimized for mobile resulted in a decrease of up to 10% in organic traffic.
What to do next?
Hopefully, by now you have realized that having a mobile-friendly website is a decision you should have made yesterday. The longer you hold off on moving with the times – The worse your website will perform in search and with visitors.
Explore our latest apartment website designs and contact us to discuss how we can help to make your website mobile-friendly.