Inaccurate websites: the trust slayer
There is the temptation to assume that launching a brand new website is a ‘one and done’ exercise. Commission a new design, see a new navigational structure come to life, create some entertaining – and educational – copy, press ‘publish’ and let the site sit in the ether.
Stepping back from your website is, however, a fatal marketing flaw. Why? A website that carries inaccurate or out-of-date information will have prospective clients running for the hills. Let’s allow the data to do the taking:
The results of a 2023 study published by BrightLocal found 62% of consumers would avoid using a business if they found incorrect information on the company’s website. The seriousness of the matter was compounded at the end of 2025, when Hashmeta published its influential article: Why Outdated Information Damages Trust Faster Than Errors: The Digital Trust Paradox.
The statistics within were damning for any business with a website:
75% of users judge company credibility based on website design and information quality
32% higher trust ratings for websites with consistently updated information
67% of customers are less likely to return to a website after encountering outdated information
75% drop in conversion rates on pages with outdated product information
30% to 45% increase in bounce rates on pages with outdated information
Pain points for property
The changing nature, as well as the sheer volume, of property information exposes estate agency and house builder websites. There are several aspects that can quickly lead to a brand’s website becoming null and void – with the trust of potential home movers eroded in a single visit. Flashpoints include:
Showing properties as ‘for sale’ when they have actually sold
Publishing developments as ‘available’ that have long completed
Publishing old stamp duty thresholds
Publishing out-of-date base rates and mortgage rates
Promoting buying schemes that have closed or expired
Using old terminology, such as referring to a piece of legislation as a Bill when it has become an Act
Failing to recognise which legislative bodies are responsible for the industry, such as Material Information now being the remit of the Competition and Markets Authority (CMA) and not the National Trading Standards Estate and Letting Agency Team (NTSELAT)
Quoting legislation that has been withdrawn or superseded
The use of 2024 and 2025 (or even earlier) as the current year
The accuracy Acts property professionals need to be aware of
As well as ruining trust with clients and coming across as an out-of-touch company, property professionals are bound to publish correct and truthful information by a number of Acts.
Failure to adhere to the following legislation leaves the door open for clients to sue for a breach, especially if they have made a property decision based on factually-incorrect information they have read on the company’s website.
Consumer Protection from Unfair Trading Regulations 2008 (CPRs)
Misrepresentation Act 1967
Negligence (Common Law)
Digital Markets, Competition and Consumers Act (DMCC Act)
An immediate red flag: the Renters’ Rights Act
If you work in lettings, your website will no doubt feature information on legislation. After all, it’s a highly compliant sector in which breaches constitute breaking the law. The private rental sector is on the cusp of its most radical reform for decades and 100s of property websites are not ready for the change.
The majority of the Renters’ Rights Act comes into force on 1st May 2026, rendering much of the letting industry’s online information dangerously inaccurate. If the information published isn’t changed quickly to reflect the new laws, tenants and landlords could be grossly misled. Additionally, the authority of the agent will be seriously undermined, with potential landlords walking away in search of a more informed company.
How to avoid an outdated website
If any of the above has you in a panic, you need to commission a website audit as a matter of urgency. Whether you have an in-house copy/fact checker or would like the experts at HD marketing to take a look, someone will need to go through your entire website, page by page, to identify anything that’s out-of-date, inaccurate or about to expire.
It can help to have your website’s structure/tree printed out to ensure you don’t miss any sections. Don’t forget, you may have a number of published, but hidden, website pages that will also need checking.
News & blogs
It’s worth mentioning accuracy implications if a website has a news feed or blog. Many property brands start one with good intentions but regular written output needs the type of creative stamina property professionals rarely have. We’ve lost count of the number of times we’ve seen a news channel not updated for two or more years!
If you’ve taken your foot off the news or blog gas, it’s time to refill. Potential clients will assume you’re lazy, uninterested or, even worse, operating without knowledge of current property laws if your blog or news feed isn’t reflective of current affairs.
Creating new, relevant copy
Once you have identified anything inaccurate or old, you’ll need to edit the existing content or create new copy in its place. The source of your information is crucial as you need to remember trust is paramount when building relationships with potential clients. Websites published by the Government, the Bank of England, Propertymark and other industry trade bodies are good places to source original, truthful statistics and details.
Stop with the AI!
Think again if you’re tempted to head off to ChatGPT or Gemini to quickly pull together new website copy. AI anxiety is real! Consumers doubt the authenticity and accuracy of AI generated information. They are smart. They can tell when it’s AI slop. They know ChatGPT can ‘hallucinate’ or misguidedly fill in the blanks.
HD Marketing: your website copy & content partner
As well as performing website audits and copy edits, HD Marketing’s copy and blog team can ensure you have regular content that reflects the latest property news. Our clients love our content calendars and scheduled service, as it enables them to forget about being up-to-date, knowing HD has it in hand.
We stay abreast of the latest legislative developments, industry news and consumers trends, so our clients benefit from confidence- and trust-building online content. Contact us today to order your website audit and commission online content.