Buying or selling a property is usually the biggest financial transaction people will make in life, so finding an estate agent that they trust will be a huge priority. In addition to authentic, positive reviews, an estate agent’s ‘About’ page plays a key role in building trust and credibility.

Creating an effective ‘About’ page is a marketing strategy you cannot afford to overlook, and in this blog, we provide property website ‘About us’ tips for crafting content that will make you stand out from the crowd. Find out how to build trust on your estate agency website with our expert tips.

Why your ‘About’ page matters

The ‘About’ page on a website is one of the most visited pages, allowing visitors to learn more about a company’s history and values, as well as getting a feel for whether they are the right fit.

With online estate agents joining an already competitive property industry, identifying ways to gain an edge over competitors is essential. Your ‘About’ page is your opportunity to build connections and show why your estate agency is the best choice to meet clients’ needs.

How to write an ‘About’ page for estate agents

Here’s our tried and tested property business ‘About’ page tips for structuring your content:

Start with your story
Storytelling makes information more memorable and helps to develop an emotional connection with the reader. Sharing your story helps potential clients understand the motivation behind starting your business, how much experience your team has and how well established you are in the industry.

When writing your estate agency story, emphasising your local roots can be a key differentiator and sharing a personal side to your business builds a deeper connection.

A long-standing marketing concept is that people buy from people they know, like and trust. This is particularly true in the property sector, where buying or selling a home can often be an emotional experience.

Show your values and what makes you different
Over 80% of people choose brands with values that align to their own. Your values add a human layer to your estate agency branding and forge a positive image. When defining your values, consider what is important to clients, such as transparency, good communication and a customer-first approach. Share values that are unique to your business and that reflect the morals and beliefs within your team.

Introduce the team with a personal touch
Including headshot images and personal bios for each team member makes them feel more approachable and friendly. Adding some fun facts or using a little bit of humour in bios will help readers to resonate with staff. Sharing local links that staff have, such as growing up in the area, is another effective way of building trust.

Highlight your experience and local expertise
Knowing that your business has many years of experience will assure prospective clients that they are in safe hands. Share how long you have been operating in the local area and which specific areas you have the most experience in covering. If possible, include some stats such as achieving the desired sale price, number of sales in the last 12 months, etc. Include any accolades that demonstrate your expertise.

Use strong visuals and clear formatting
The presentation of your ‘About’ page is just as important as your ‘Home’ page. Use high-quality images and a clean layout to hold attention. When choosing images, try to avoid impersonal stock images and use real photos of your team and office. You might want to consider getting some professional photos taken.

Neat and clear formatting will help make your content more scannable, allowing readers to quickly absorb the information.

Include a subtle but clear call to action
Creating high quality estate agency website content can all be in vain if you don’t have a persuasive call to action (CTA). Using  a clear and concise CTA can boost conversions by 161%. When adding your CTA, use compelling language with a strong verb to encourage readers to take your desired action e.g. “Contact us…” or “Book an evaluation…”.

Your ‘About’ page is one of the most powerful areas of your website, so it is worth spending time to get it just right. Use your ‘About’ page as a strategic brand asset, a relationship building tactic and a way to convey your unique selling points.