Anatomy of a Killer Site.(Homebuilder.com)(Brief Article)(Statistical Data Included)

WHAT TURNS WEB SURFERS INTO REPEAT SHOPPERS? TAKE YOUR CUES FROM THIS CYBERSPACE WINNER.

SPLASH PAGES ARE FUN, AND IMAGES SELL houses--but content is the real king of the Web. The best sites focus on the customer rather than the site itself. And they cater to new-home shoppers' demands for getting what they need with as few clicks as possible.

One of the most useful services is Homebuilder.com. A part of the Homestore.com family of sites, it provides easy searches (by state and county) for 135,000 model homes and 17,000 builders. With just one or two clicks, surfers can find information on Realtors, custom home builders, and local data, "where to live" guides, and "how to pick a builder" checklists. Prospective buyers can use online mortgage calculators, do cost-of-living/salary comparisons between cities, and research mortgage options.

Besides providing necessary information on pricing, home sizes, and builder credentials, the main pages tell buyers how to prepare for a move, shop for DSL services, and even look for employment in a new area. A useful "Home Buyer's Guide and Index" offers a glossary of housing terms and outlines everything from the tax advantages of ownership to understanding final settlement. Building industry stocks and Internet service data are also posted and updated regularly.

But Homebuilder isn't for buyers only It offers builders links to builder book sites, help with marketing problems, industry news and trends, housing research, and a consultant's guide. With its easy navigation and emphasis on service and usable news, this effective Web site has what it takes to keep shoppers coming back for more.

To find out more about how sites are attracting online customers, check out the 'winners of BUILDER'S first-ever Web site contest on page 175.