Most Project Websites Lose Buyers in Under 3 Seconds

Three seconds. That’s how long you have to grab someone’s attention before they bounce. And in the world of off-the-plan property, if your website doesn’t hook fast you’ve already lost the sale.

Because buyers aren’t browsing.

 They’re scanning.

 They’re judging.

 They’re clicking “back” if your site doesn’t instantly deliver clarity, confidence, and a compelling reason to stay.

Your Website = Your First Sales Rep

It’s working 24/7. It doesn’t need lunch breaks. And it’s often the first real interaction a buyer has with your brand.

So if it’s:

• Slow to load
  

• Confusing to navigate
  

• Filled with fluff or stock content
  

• Missing calls-to-action …it’s not just underperforming it’s actively costing you leads.

What’s Killing the Experience?

Here’s what sends buyers running (even if they were interested):

• Hero images that don’t load on mobile
  

• Vague copy that says nothing (“Live your best life”)
  

• No pricing, no availability, no urgency
  

• A form buried three scrolls down
  

• No floorplans, brochures, or booking options in sight
  

Buyers want information, reassurance, and a next step not a brand poem and a slideshow.

What High-Converting Project Sites Do Differently

1. Start With a Clear Headline  Tell buyers what the project is, where it is, and what makes it special in the first 5 words.

2. Make the CTA Immediate  "Download the brochure." "Book an inspection." "Register for pricing." Don’t make them hunt for it make it obvious, clickable, and above the fold.

3. Optimise for Mobile  More than 70% of property searches start on mobile. If your site lags, pinches to zoom, or hides the form it’s game over.

4. Use Strong Visual Hierarchy  Prioritise the info buyers need now location, lifestyle, renders, pricing guide, floorplans. Don’t bury them under fluff.

5. Add Social Proof and Trust Signals  Show previous projects, testimonials, builder/developer logos, or local area awards. Reassurance = conversion.

6. Track Everything  Install heatmaps, Google Analytics, and form tracking. Know where people drop off and fix it.

Don’t Let Your Website Be the Weakest Link

You’ve got the renders. The brochure. The branding. But if your website isn’t converting leads, all of that work is being let down by your most important digital asset.

Because no matter how good your campaign is… if your site doesn’t deliver in 3 seconds, it won’t deliver at all.

Your project’s website isn’t just a placeholder. It’s your first impression, your best pitch, and your digital sales machine all rolled into one.

So open it on your phone right now. Would you stay past three seconds?

If not, it might be time for a rethink.