At Iconica, we design and build websites every week for real estate professionals and small businesses across Ontario. We’ve seen almost everything, from polished brands buried on page five of Google to beautiful sites that don’t convert because the basics of SEO were missed.
Here are the ten biggest mistakes we still see and how we help our clients avoid them.
1. Weak, generic page titles
Your page title is often the first thing potential clients see in search results. Too many sites use the same title on every page or leave “Home” as their title tag.
Each page needs a clear, descriptive title that reflects what it’s actually about. For example, “Downtown Toronto Real Estate Listings | Smith Realty Team” tells Google and your audience exactly what they’ll find. We build these details into every site so search engines and people know where to click.
2. Copying content from other sites
It still happens. Copying another agent’s listing description or a competitor’s blog can hurt both rankings and credibility. Search engines reward original content.
Our writers create copy that sounds like you, professional, local, and trustworthy, while still optimized for search. That authenticity attracts the right audience and keeps them reading.
3. Stuffing pages with keywords
Repeating “Toronto real estate” ten times on a page won’t boost SEO. It makes content sound robotic and can actually lower rankings.
We focus on writing naturally around search intent. Instead of stuffing short terms, we use longer, specific phrases, the kind your clients actually search for. It’s smarter, not louder, SEO.
4. Ignoring mobile users
A site that looks great on desktop but is lunky on a phone is losing leads daily. Most buyers and sellers browse listings on their phones first.
Our web team builds mobile-first sites that load fast, scroll smoothly, and look just as sharp as your brand. When people stay longer on your site, it signals to Google that your content matters.
5. Hiding text inside images or scripts
If your key headlines or navigation are built into graphics or hidden in JavaScript, search engines can’t read them. It’s like hiding your best content behind a curtain.
We design with accessibility and SEO in mind, using real text, clean code, and proper headings so every word works for you both visually and strategically.
6. Forgetting local SEO
Many businesses forget to optimize for the communities they actually serve. “Real estate services” is broad, but “Luxury real estate in Oakville” reaches people ready to act.
We weave location signals into your website, metadata, and Google Business profile so your audience finds you where they live and search.
7. Neglecting site speed
A slow site turns visitors away before they even see your listings or portfolio. Large images, outdated plugins, and messy code are common culprits.
We test load times across devices and keep visuals optimized without losing quality. Faster sites hold attention longer and turn visitors into leads.
8. Ignoring analytics
You can’t improve what you don’t measure. Too many businesses launch a site, then never check how it performs.
We set up analytics and reporting dashboards so clients can see what’s working, from landing-page conversions to which ads bring the most traffic. That insight drives better marketing decisions.
9. Skipping meta descriptions and readable URLs
Meta descriptions don’t directly impact rankings, but they influence clicks. Each page deserves its own short, persuasive summary. The same goes for URLs; clear, word-based addresses like “/real-estate-branding” build trust and clarity.
We create unique metadata and clean URLs on every site we design. These quiet details make a measurable difference.
10. Taking shortcuts with SEO
Quick fixes like link exchanges or mass directory submissions used to be common. They don’t work anymore. Search engines value relevance and authenticity.
We focus on earning quality backlinks through real connections, partnerships, and valuable content, strategies that last.
If some of these mistakes sound familiar, let’s talk. At ICONICA Communications Inc., we can help make your next update the one that helps you get found, get noticed, and get results.
