Instant valuation tools can be powerful lead magnets — but only if your website sets them up for success. Simply installing the tool isn’t enough. You need to make sure it’s visible, accessible, enticing, and trusted.
Here are 17 practical things to check (and improve) on your website to get the most out of your instant valuation tool — based on best practices and real-world experience from estate agency websites across the UK.
Make sure "Valuation" or "Instant Valuation" appears in your top-level nav — ideally under a clear “Sales” or “Selling” menu. If users can’t find it, they won’t use it.
Include a bold, visible button or banner on your homepage that promotes the valuation tool. Above the fold is key — it should be seen without scrolling.
Don’t just link to it — embed or prominently feature the instant valuation tool on your core valuations page. Many users land here directly via SEO.
Some users want a quick estimate, others want to speak to a human. Offer both — ideally with clear explanations of what each involves.
Avoid bland copy like “Submit a form”. Use enticing language like “Get a free instant online valuation in 60 seconds”. Make the value obvious.
If your tool supports it, show real people from your agency within the valuation flow. This builds trust and makes the process feel more personal.
These persistent buttons are incredibly effective, especially on mobile. They follow the user around the site, always within easy reach of a thumb tap.
Many sellers browse their neighbours' properties. Add a valuation prompt like “Wondering what your own home is worth?” with a link to the tool.
Vendors often use the property search tool — not because they’re buying, but to gauge the market. Don’t miss the chance to engage them.
Many users scroll right to the bottom to find key links. A simple “Free instant valuation” link in the footer ensures it’s always discoverable — and helps SEO too.
Most valuation traffic will come from mobile. Make sure the form works perfectly, loads quickly, and fits beautifully on smaller screens.
The first page of your valuation tool should ask for just one thing — ideally a postcode or address. Keep it smooth and non-threatening.
The tool should look like part of your website — not a bolt-on. Use your fonts, colours, and tone of voice to keep the experience seamless.
Let users know how many steps are left. This reduces drop-off and encourages them to finish.
Mention that the valuation is based on market data. Be transparent about how accurate it is — and that it's just a starting point.
If possible, set up goals and events in GA to monitor how many people start, complete, and convert through the valuation tool.
It sounds obvious, but many agents forget to remove broken links to old tools they no longer use. Check your site regularly.
If you’ve covered these bases, you’re in a strong position. But don’t stop at your own website — there’s a whole world of off-site tactics that can drive traffic to your instant valuation tool and help you win more instructions.
Check out our advice on that, we've outlined 15 ways to promote your instant valuation tool beyond your website.
And if you want a tool that’s designed with all these principles in mind... Homeflow Valuations is fast, friendly, easy to customise, and completely free to use. It’s built to blend into your website, convert more leads, and get those enquiries into the hands of your team — fast.
