A site is not a catalogue
Many property sites are built to impress the developer: large images, a vision statement, a logo everywhere. Visitors look for three things: a unit, a price, and a delivery date.
Every second spent hunting those three is a second closer to leaving.
Seven mistakes, impact and fix
| Mistake | Impact | Fix |
|---|---|---|
| No price at all | Unqualified enquiries | “Starting from” or a price range |
| Heavy uncompressed images | Exit before load | WebP + correct sizes + lazy loading |
| Form with no qualification | Poor leads | Two questions: budget and area |
| No direct WhatsApp | Losing a ready buyer | WhatsApp button on every unit page |
| Descriptive copy, no specs | No decision | Spec table and payment plan |
| Complex navigation | Getting lost | Three clicks maximum to a unit |
| Nothing measured | No improvement | Track requests and their source |
Mistake one: hiding the price
Many developers hide the price fearing comparison. The result is enquiries with no indication of whether the buyer can afford it.
“Starting from” does not disclose your terms but filters out those who cannot buy — raising the quality of every enquiry after it.
Mistake two: weight
A unit page with uncompressed images can exceed 5 MB. On an average mobile network that means seconds of white screen.
The fix is not fewer images but smarter ones: WebP, screen-appropriate dimensions, and lazy loading below the fold.
Mistake three: an unqualified form
A form asking only for name and phone gives you a number. One asking for area and budget gives you a lead.
Questions do not lengthen the form if optional or in a dropdown — but they filter immediately.
Mistake four: no WhatsApp
A large share of visitors prefer a quick question to filling a form. A WhatsApp button on the unit page, with a pre-filled message naming the project, lifts conversion noticeably.
Pre-launch checklist
- Is the price or range visible on the unit page?
- Does the page open in under 3 seconds on 4G?
- Does the form include at least one qualifying question?
- Is there direct WhatsApp with a pre-filled message?
- Are specifications in a table, not a paragraph?
- Are requests recorded in a system with their source?
- Has it been tested on a real phone?
In short
A good site does not win on beauty but on how fast it answers three questions: which unit, at what price, delivered when.
Everything that does not serve those three — slogans, decorative copy — is a cost to conversion.