SMEs: Simple Changes to Improve Your Website Credibility Now

Often, when I visit surveyors' websites, I'm left disappointed. Several crucial elements are missing, and this is a missed opportunity for these surveyors to showcase their talents and brands.

Your website is your online shop window, and while some surveyors invest heavily in SEO and Google reviews, they often miss the point: to engage potential clients and help them know, like, and trust you.

While you need to draw your clients in to work with you, you also start building a relationship before you even meet them. Here are some simple recommendations for changes you can make to your website today.

Make Yourself Identifiable

And by that, yes, have a proper About Us or Me section that shares some insight into you and your work. A few words about why you love your work, your favourite types of properties and clients to work with, and a summary of your experience and qualifications are often all that is needed. 

However, your website should also include links to your policies, including acceptable use, terms of use, privacy policy, cookie policy, copyright, and contact us. Those documents should name the business and provide your registered address so they can be verified. 

You may think that not having this information prevents a client from suing you, but instead, it demonstrates your lack of professionalism and transparency.

Use Relevant Data

Many surveyors refer to research commissioned by the RICS, which said that, on average, home buyers save £5,750 by instructing a home survey. If you quote this on your website and want customers, take it down. It is a surefire way to let your clients know that what you charge for a survey is not worth the return on investment.

Why? The research dates from 2013, and much has changed in ten years. I can guarantee you are probably saving your clients much, much more. The original research was part of a wider exercise that included questions now relevant to the requirement for upfront information and regulation of property agents. You can read the 128-page findings here.

Instead, I suggest you follow up with your clients and ask them directly. You might be surprised at how well you are serving them, and this is something you should shout about. It is a much better and more helpful bit of information for potential clients and a better-looking testimonial than referencing out-of-date research.

Use relevant photos

If you regularly inspect 1930s semis or Victorian terraces, why is there a cityscape view with highrise buildings on your website? If you want to work in a particular town, you should not only mention it, you need to have pictures of the town too. 

For example, if I want people to think of Marion, Surveyor, Milton Keynes, I would not only talk about my favourite places in Milton Keynes, but I would also have a photo of me, a photo of Milton Keynes in a residential area, and a photo of the type of property you will find me inspecting—even better, a photo that includes all three.

Photography doesn't have to be expensive, and smartphones can give you a great photo as a stopgap, but reaching out to a good local photographer is a wise investment. As a top tip, I suggest you find a local mums' networking group as there is always a part-time photographer mum who takes great photos at a great price. You can also get good local pictures from a local heritage or history group and credit them with a link to their website.

And whatever you do, make sure any photo of you, including your ID and LinkedIn profile, looks like you. It’s a bit weird if you don’t

You can use stock photos, but everyone else can, too, not just surveyors. Here are a couple of my favourites (not). 

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Mrs & Mrs Estate Agent/Surveyor outside a Barratt Buff Brick house wearing a light-coloured shirt because that is what real surveyors wear. Not a gillet in sight. And a row of terrace houses in Crystal Palace. Not where you live.   

I promise you, you can do much better.

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