Is your agency website underperforming? How to find out and how to fix it

Your website might look the part, and it might even tick all the basic boxes. But is it doing its job?

That job is to bring in leads, win instructions and support your business every single day. If it is not doing that, it's underperforming. And the sooner you spot it, the easier it is to put right.

Here is how to assess the health of your website and what to do if it isn't pulling its weight.

Start with the numbers

Before making any assumptions, look at the data. You don't need to be a full-time analyst, but you do need to know what to look for.

Key metrics to check:

• Total sessions: Are you getting enough traffic?
• Bounce rate: Are visitors leaving quickly without taking action?
• Repeat visits: Are people coming back, or just visiting once?
• Goal completions: Are valuation tools, enquiry forms and calls to action being used?
• Traffic sources: Are people finding you through Google, social media or direct visits?

These metrics will give you an honest picture of how well your site is currently performing. If traffic is low, engagement is poor or conversions are rare, it's a sign that something is off.

Use tools to see how users behave

Heatmaps, session recordings and user feedback can help you understand what people are actually doing on your site.

Try some commonly used tools that can help explore and explain what's going on:

• Hotjar or Microsoft Clarity: To watch how people scroll, click and navigate
• Google Analytics 4: To review user journeys and behaviour flow
• Feedback widgets or surveys: To ask visitors what they need or have struggled with

This kind of insight helps you spot friction points, broken journeys or unclear messaging. It shows you what is working and what isn't, from the user’s perspective.

Benchmark against the competition

Look at a few competitor websites and ask:

• Is their design cleaner or more modern than yours?
• Are their valuation journeys easier to find or use?
• Is their content clearer, more local or better written?
• Do their sites feel faster, smoother or more focused?

You aren't aiming to copy them, you're just aiming to understand how you compare. If your site feels noticeably behind, it may be time to refresh it.

Assess the technical performance

Speed and SEO play a huge part in how your site performs. Use tools such as:

• Google PageSpeed Insights: To check loading times and mobile performance
• Lighthouse or GTmetrix: To test technical quality
• Screaming Frog: To crawl the site and spot SEO issues

If your site is slow, unresponsive or poorly structured, it will struggle to rank and convert, no matter how good the content is.

Review the mobile experience

Most of your users are visiting from a mobile device. If your site is hard to use on a phone, you're definitely losing leads.

Check:

• Are forms easy to fill in with one hand?
• Do pages load quickly without heavy images or animations?
• Is navigation simple and accessible on a small screen?
• Can users contact you or request a valuation with minimal effort?

If you're not regularly checking your mobile site yourself, now is the time to start.

Look at the flow of leads

This is the most important check of all.

Ask your team:

• Are we getting consistent, high-quality enquiries from the website?
• Do valuation requests and lead alerts come through reliably?
• Are there times when leads dip and we're not sure why?
• Do we know where most of our instructions are coming from?

If your site is not generating enough business, then no matter how well it's built, something needs to change.

What to do if your site is underperforming

Once you know there's an issue, the next step is action. You might need a full redesign, but in many cases, small improvements go a long way.

Start by:

• Improving mobile UX and speed
• Making valuation journeys more visible
• Rewriting key content to be clearer and more persuasive
• Removing clutter and distraction
• Adding clearer calls to action

It's also worth running a structured review, such as Homeflow’s Site Doctor, to get a professional opinion on where your site can improve.

Final thoughts

A modern estate agency website shouldn't just exist, it should perform. If your site isn't delivering leads, supporting your team or showing your brand at its best, it's not doing its job.

The good news is, performance problems can be fixed. It starts with asking the right questions and taking a clear, honest look at how your site is working today. Once you know what needs to change, you can start building something better.

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