Immoweb
Cypres helps Immoweb in the search for dream content
Immoweb
In terms of name awareness Immoweb towers over the competition. In recent years, though, prospective buyers who researched information on buying, selling, renting or letting a property online did not automatically end up on the Immoweb website. Belgium’s largest real estate website asked Cypres how they could market their content more effectively.
High on content, low on strategy
Hard to find. Little coherence. No longer up-to-date. No consistent structure... Immoweb’s old blog contained a truckload of articles and files but it lacked a well-considered strategy. Our mission was clear: upgrading the blog on a content, design and technical level.
From audit to strategy
Our strategists mapped out the existing content, determined whether or not it was still relevant as well as what content was missing from the blog. By means of four categories - buying, selling, renting and letting - we decided which posts to rework and what additional content to create for the new blog [only in Dutch and French]. For every category the customer journey was the starting point: who is looking for what information at which point in time when buying, selling, renting or letting a property?
| The immoweb blog / The content was neatly subdivided into four categories: buying, selling, renting and letting. | Customer journey / From indispensable info to handy tips & tricks, the articles span the entire customer journey. |
Templates, a lexicon and SEO guidelines
Our copyworkers got cracking as soon as it had been determined which content would be reworked or needed to be created. Templates, a lexicon and SEO guidelines not only ensured that the blog posts received the same consistent buildup and writing style but also made sure they would be easier to find.
Every blog post gets its call to action
We didn’t just make fundamental changes with regard to content and SEO. In addition to its listings Immoweb also offers a host of other products and services and that is why every blog post received its own relevant call to action. It’s the perfect way to turn an anonymous reader into a lead.
Impressive figures
In just a few months’ time the blog became much more prominent as a gateway to the – meantime also revamped – classified ads site and other Immoweb services. The content itself was also a success. The number of consulted pages per browsing session rose by 66%, the sessions themselves became 272% longer and the bounce rate dropped by 17%.
Per session 66% more pages are viewed.
The duration of the sessions jumped by an amazing 272%
The bounce rate dropped by 17%.
The leader of the pack
We will continue to generate interesting content in the years to come. Now that we’re no longer playing catch-up, we can set our sights on becoming the leader of the pack. By tapping into new designs and producing even more relevant SEO content, Immoweb wants to feature even more prominently in the search results in the future.
Curious to discover the Immoweb blog?
Take a quick peek at blog.immoweb.be [only in Dutch and French]
