How To Audit Your Real Estate Website Performance & Leverage Unique Lead-Generation Opportunities

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How To Audit Your Website's Performance & Leverage Unique Lead-Generate Opportunities

Your Carrot website is optimized for conversion.

That’s what we pride ourselves on website performance — creating real estate websites that convert visitors into high-quality leads that convert like clockwork.

Since the beginning of Carrot, we’ve helped generate millions of leads for thousands of investors and agents around the U.S.

Exciting. :-)

But we want to make sure that you’re squeezing every possible lead out of your Carrot site and that you’re driving as much traffic as possible.

In this article, we’re going to show you how to use the analytical tools that are baked right into your Carrot dashboard to figure out where website traffic is coming from, what keywords you’re ranking for, and, most importantly, what unique lead-generation opportunities are currently available to you.

Carrot stays on the cutting edge of SEO.  I’ve had many website providers over the last 16 years and none even come close to the performance of my Carrot websites.
– J Simmons.

How To Audit Your Carrot Website Performance & Find Lead-Gen Opportunities

The first step to optimizing your Carrot site for traffic and lead generation is to figure out where you’re currently standing.

How many leads are you generating? What is your website’s conversion rate? Where is your website traffic coming from?

Those are the kinds of questions I’m going to help you answer within this article.

First, log in to your Carrot account by clicking on this link and entering your credentials. Then go to your website’s dashboard and you’ll see a page that looks something like this…

carrot leads dashboard

Right here, you can see how many visitors and leads (people who’ve opted-in on your website) you’ve received in the past week (grey) and how many you’ve received over the lifetime of your site (orange).

carrot member dashboard

And if your site is new or you haven’t accomplished some of the first recommended optimization tasks, then you’ll see a to-do list on the right side.

carrot member traffic plan

Scroll down a little bit and you’ll find a nifty traffic chart that will show you how much traffic your website has received over the last week and even what percentage of that traffic was from mobile devices.

carrot member leads per mobile device

Make sense?

That’s the basics of your Carrot dashboard and should give you some idea of how your website performance over the last 7 days.

But now let’s dive into some of the more interesting details of your Carrot analytics.

Start by clicking on “Stats” on the left side of your screen.

carrot real estate member stats

After you click, you’ll see a traffic chart that shows the recent traffic to your website — you can adjust the timeline at the top by selecting 7 days, 30 days, 90 days, 180 days, 1 year, or all time.

carrot member website leads

Scroll down and you can find some extra details for the time period you have selected, such as the number of leads, average visit time (the average amount of time that a visitor spent on your website), and percentage of visits that were through mobile devices.

carrot real estate member website visitors dashboard

You’ll also see “Top Content“, “Top Referrers”, and “Traffic Sources”.

Here’s what each of those means and, as you’re examining them, the corresponding lead-gen opportunities that you might notice…

  • Top Content – This shows you the number of visits, leads, and the conversion rate for the top pages of your website (click on “visits”, “leads”, or “Conv. Rate” to organize top-performing pages). With the exception of your homepage (“Home Page”), this will show you the URL slug of each page on your website.
    • If you see that a page on your website is getting a significant amount of visits but a low conversion rate, then you should consider optimizing the page to get more leads. You can add an opt-in form to the top or bottom of the page, or a testimonial to build more credibility. Also, consider adding some relevant images to break up thick blocks of text.
    • If you notice that a page on your website has an exceptional conversion rate but isn’t receiving much traffic, then you might consider trying to drive more traffic to that page. You can do so with paid ads or by optimizing it for a specific localized keyword.
Carrot member top content
I’ve omitted a few URL slugs for member confidentiality.
  • Top Referrers – This shows you where your website traffic is coming from. Most referrers will be pretty straight forward — Google is Google, Facebook is Facebook, and Bing is Bing. “(direct)” is one of the more confusing referrers and it basically means that someone either typed your website URL directly into their web browser or they clicked on an untrackable link (usually because a friend shared it with them in a private messenger or something like that).
    • The goal here is to find what’s working and make it work even better and to slow down on things that aren’t working very well (or work to improve them). If you find that you’re getting a lot of traffic through Google, then go to your “Rankings” on the left side of the page to figure what keywords are driving that traffic (this feature is only available to Content Pro and Advanced Marketer members).
      That will help you identify unique SEO opportunities. Similarly, if you find that you’re getting a lot of traffic through Facebook, then consider leveraging that fact by optimizing your social media strategy for even more success.
    • If you’re receiving a lot of “(direct)” traffic to your website, then you might consider using our tracking links by clicking on “Campaigns” on the left side navigation. That will help you track link clicks and figure out where all of that mysterious traffic is coming from.
top referrers to carrot real members website
  • Traffic Sources – This shows what types of website traffic you’re receiving. It’s similar to “Top Referrers” but more high-level and less granular. There are five types of traffic sources you’ll see here; Direct, Organic Search, Paid Search, Social, and Referral. Here’s what each of those means.
    • Direct – This means that someone either typed your website URL directly into their web browser or they clicked on an untrackable link (usually because a friend shared it with them in a private messenger or something like that).
    • Organic Search – This means that someone found your website through a search engine like Google, Bing, or Yahoo.
    • Paid Search – This means that someone found your website through one of your paid search campaigns (Google Ads, for instance).
    • Social – This means that someone clicked to your website through a social media platform like Facebook or Instagram.
    • Referral – This is the percentage of your traffic that came through another website (a “referrer”).
    • Again, if you’re receiving a lot of “(direct)” traffic to your website, then you might consider using our tracking links by clicking on “Campaigns” on the left side navigation. That will help you track link clicks and figure out where all of that mysterious traffic is coming from.
top traffic sources to carrot member website

The more that you know about where your website traffic is coming from and what the conversion rate is of specific pages on your website, the better equipped you’ll be to drive more traffic and generate more leads.

We have an article over here that will help you optimize any page on your Carrot site for conversion.

Now let’s turn our attention to SEO and how you can find unique ranking opportunities for your website.

Note: The Carrot SEO ranking tracker is only available to our Content Pro and Advanced Marketer members — if you’re serious about building your rankings and driving organic search traffic to your website, we highly recommend upgrading your account to one of those plans.

The SEO tracker tool that shows I am number 1 for the keyword I have been working for. I closed at $14,500 wholesale deal last month and one for 11k just a couple weeks before that.

On the phone apps I come up number 1 most of the time and on the main Google search engine I come up number 1 most of the time sometimes I bounce around between 1-3.
– Connor Steinbrook

How To Find SEO Opportunities

If you have a Carrot plan that allows you the ability to track your SEO rankings, then click on “Rankings” on the left-side navigation (if you don’t, then see the note above).

carrot rankings tracker

On this page, you’ll see the keywords you’re currently tracking, their current ranking, and any recent changes in position. You can also click “New” in the upper right-hand corner to add keyword phrases that you’d like to track. Note that our Advanced Marketer plan allows you to track up to 20 keyword phrases per site.

Real Estate SEO keywords dashboard

But how can you find lead-gen opportunities through this analytics page? Two different ways…

  • Improve Decent Rankings – This is probably your biggest SEO opportunity. As you publish new content on your website and optimize your pages to rank in Google, you’ll start showing up in the results and driving organic traffic, which is exciting! But in some cases, you’ll find that you’re on page 2 (11-20) or 3 (21-30) for a phrase that you’d really like to be on page 1 for or you’ll find that you’re on page 1, but you’re one of the last results (which means fewer clicks).
    But don’t get discouraged — that’s an opportunity to optimize the page that’s ranking and try to get it further up the ladder. Add some more content to the page, make it more thorough about the topic it’s discussing, or even add a testimonial or video. Then put a new publish date on it and see what happens to its position.
  • Identify Keyword Gaps – Is there a keyword phrase that you’d really like to rank for but that you’re not showing up for? Well, that’s an opportunity to either optimize an existing page for that keyword or to create a new page that targets that keyword phrase. Common keyword gap opportunities include location-based phrases or niche phrases (like “river homes” for instance). The more keyword gaps you can think of, the more pages you can create to rank for each and the more organic traffic you’ll drive.


Your Carrot site is already optimized to drive leads and convert visitors.

But to get the most out of your Carrot site possible, it’s important to know how it’s performing and what you can do better.

It’s our hope that this article has given you a primer on how to find unique lead-gen opportunities and how to take full advantage of those. Feel free to ping us in the comments if you still have questions!

Carrot Members Generated Over
70,000 Leads Last Month

Is your real estate website producing results?

Mike Blankenship

Michael is a freelance copywriter who helps startups build bigger, more sustainable businesses. He’s been mentioned on Forbes and Entrepreneur for his expertise as a writer, and he's written articles for SUCCESS, SmartBlogger, GetResponse, AdWeek, Jeff Bullas, and a whole slew of other publications. You can learn more about him at or connect with him on Facebook.

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