Published: 12/05/2021 By Chris Gilbert - Website ConsultantWhen it comes to a great estate agent web design, you probably think that the most important pages will be the homepage (your virtual shop window) and your property listings, right? And that makes sense – they’re the main pages where visitors will take the actions you want them to take.
However, what if we told you that there’s one page in particular that is vitally important, but often not given the love and attention it deserves? It’s time we had a chat about your website’s ‘About Us’ page design…
Why Estate and Property Agents Can’t Afford to Ignore Their About Us Page Design
Whilst an ‘About Us’ page design may just seem like one of those ‘nice to haves’ on an estate agent website design, it’s actually vital to effective user engagement. Your About Us page introduces you as a business to your website visitors, enlightens them about who you are and gives you the opportunity to make that all-important positive first impression.
Ultimately, your About Us page design has to answer three core questions that a reader will most likely be asking, and they are:
- Who are you?
- Why are you doing this?
- What makes you different?
Think about it: when a vendor is looking to sell their home, they’re looking to make possibly one of the biggest and most expensive decisions of their lives – and the same goes for buyers, too. They want to feel comfortable with the agency they choose, trust in their abilities, and truly believe they’re going to help them get the best deal possible on their prospective property. Where will they go to make these types of judgements? Yup, you guessed it…
So, when it comes to estate and property agents, what should a great about us page design include?
1. A Demonstration of Trust
This is vitally important, as the process of selling or buying a home can be incredibly stressful – so, your About Us page is your opportunity to build trust with your audience and demonstrate that you really know what you’re doing!
You can start building trust with your visitors by stating the number of years you’ve been in the business, important milestones or highlighting particular client success stories. Remember, that your audience will have no shortage of competitors to choose from when looking for a property agent; so, highlight why you’re the agency that can be trusted with their cold, hard cash.
2. Your Company’s Core Values
What does your business stand for? What makes your brand different compared to your competitors? What are your key principles? These are questions a visitor may be asking themselves when looking to choose a property agent, and this is where talking about your company values come in.
Your business will be looking to attract a certain type of customer to your agency; so, if a vendor discovers that the values and principles of an estate agency are similar to theirs, you’ll have a much better chance of being chosen as the selling agent. For example, if one of your main core business values is accountability, you’ll find it much easier to attract clients who appreciate accountability and transparency from their property agents.
3. Good Quality and Engaging Content
When it comes to ranking well on search engines like Google, good quality engaging content is king: and your About Us page is a fantastic opportunity to add optimised content to help support website search engine visibility. Also, a visitor will want to know what the real people behind the business are like – here’s your opportunity to do just that.
Like your company values, this is a chance for the reader to really get to know you. Be personal and honest, and don’t make your content too formal or – worst case – dull! Try to have a conversational tone with your reader and wherever possible, think about the search terms your customers would use to reach your site through a search engine, and include them in your content. Not only will this make your page more engaging for the reader, but it will also help your site’s all-important Google rankings.
4. Client Testimonials
Finally, it’s all very well and good talking the talk – but this is your opportunity to back-up your sales patter with real-world examples of the customers you’ve helped. Validation of your company’s work from 3rd party sources or previous customers is absolute gold dust for property agents; so this is your chance to showcase any good feedback you’ve received and use it to help convince new customers to sell their property with you.
There are a couple of ways you can get good quality testimonials for your website:
- Google Reviews - Reviews left by your customers on Google is a fantastic way to not only enhance your site’s search visibility, but also for you to keep track of the levels of service offered by your business.
A good Google review may be the first thing a potential customer sees when searching for your site; so ensuring they are generally positive and also used to support your company statements is a fantastic way to not only improve your business; but leverage that all-important validation of your services from real-world customers.
- Feedback forms – Once your sale is done and dusted, are you collecting formal feedback from your customers? And if not, why not? Feedback from your customers is essential to guide and inform your decision making and influence positive innovations and changes to your business – not to mention an essential part of measuring customer satisfaction!
If you’ve had a customer who’s been appreciative of your services and has had a good experience with your property agency, don’t let the experience go unnoticed and ask for a testimonial!