Visitors to a Bedok firm's site are often on a phone, sometimes on a bus along Bedok North's main roads, sometimes at home reading with larger text turned on. A home page that lists every service and hides the number loses them.
Older residents and the relatives helping them want a plain layout, a big call button and a clear statement of which towns are covered. Trust cues have to be real: CEA details for agents, licence lines for regulated trades and photos of actual Bedok flats.
PropertyGuru, 99.co and the HDB resale portal sit outside your site, so the site's job is to bring in direct enquiries. Licences stay yours, and HeyLead handles the marketing.