Using the visual to deliver the wow factor
Over the following pages, we’ll explore who will be using the Aled Ellis & Co Ltd website in the coming years, what they’ll expect from it, and how it can help build engagement.
Simpler websites engage more
90% of the information our brains process is visual, and 80% of us remember what we see over what we read.
One reason why simpler websites are more engaging, is that they leave room for the visuals to stand out. Our brains process visuals 60,000 times faster than text, and this faster processing of visual information, contributes to a higher level of engagement and recall. It’s why big brands invest so much in strong visuals.
We can take inspiration from industries like luxury real estate, health, tourism, and the automotive sector, which use powerful imagery to connect with people. These industries have been successful for years by using beautiful, staged images to sell the dream.
By using 3D visuals, 360° content, animations, drone footage, and virtual videos, we can catch people’s attention and stand out from competitors who haven’t fully embraced the power of imagery. Aled Ellis & Co Ltd has already made some great strides in this area, and we believe there’s even more potential to build on.
We suggest focusing more on video and images that show the beauty of a property’s surroundings, like wide views, sunlit gardens, mountains, beaches, or rivers. These kinds of visuals help potential buyers feel a stronger connection to a property and its location, which can influence their decision making. Here’s a perfect example of what we mean.
Currently 63% of all mobile traffic is video, by 2025 it’s expected to be 76%.
Video has been proven to improve conversion rates, but quality is key. Poor or pixelated videos can frustrate users and may drive them away. Additionally, as video files take up more storage, we’ll need to consider how to host them be it through web hosting or a third-party platform like Vimeo or YouTube.
How visuals influence potential buyers:
- Create emotional connections
- Highlight lifestyle and aspirations
- Build trust and credibility
- Foster a sense of urgency
- Guide the buyer’s journey
- Set realistic expectations
Simplicity is key
While we’re advocating for a more visual approach, simplicity remains key. A website that’s too busy can overwhelm visitors and feel less inviting.
A 2013 study by Harvard found a strong link between visual complexity and reduced appeal. While people’s design preferences can vary, one thing became clear: the more complicated a website looks, the less attractive it tends to be.
It’s often said that a picture is worth a thousand words. Powerful visuals create a sense of urgency, desire, and connection, they stir emotions and help potential clients imagine their lives within a property.
We understand getting perfect imagery isn’t always possible, not all properties are photogenic, and weather conditions or time constraints can limit things. However, high-quality images have been proven to increase engagement as they capture attention and tell a compelling story.
The key is finding the right balance between showing a property accurately and highlighting its potential. By showcasing both the everyday and the extraordinary, each property page will help drive engagement, encourage inquiries and potentially lead to sales. Strong visuals also keep visitors on the page longer, which can boost search rankings and attract more potential clients.
By adopting a luxury-focused, visual approach, Aled Ellis & Co Ltd can stand out from competitors who may understand the importance of imagery but still rely on standard property photos instead of compelling, lifestyle-driven images that speaks to the desires of potential clients.
Please see here for a few examples of modern, minimal, visual based website design:
A potential, financial benefit of less is more
Luxury brands have long leveraged minimal design to convey prestige, exclusivity, and sophistication. Over time, this has conditioned consumers to expect and value higher-priced services that reflect these qualities. While this might not be immediately applicable to every market, for Aled Ellis & Co Ltd, adopting a more minimal, elegant design could potentially justify higher commission rates.
If the agency’s listings incorporate modern visual media, such as drone footage, 3D tours, and UI animations, this refined design approach could help position Aled Ellis & Co Ltd as a premium service provider. The combination of sleek, sophisticated design and high-quality visual and written content, matched to a proven track record of exceptional customer service and fast completions, could attract a premium.
Image management – an aside
With respect to image management, we recommend continuing to compress images prior to upload. While it’s an extra task, it helps us manage hosting storage capacity (some of the brochures are hitting 100mb in size) and keeps the website page loading and brochure downloading times fast, reducing the chance of visitors leaving early. It also aligns with Google’s advice to optimize user experience.
For .png or .jpg files under 5MB, free online tools like TinyPNG can reduce file size by about half without quality loss. Larger files may require paid tools. We appreciate this adds time to the listing process, but compressed images benefit the site, its visitors, and engagement overall.