Pages an estate agent's website should have

An estate agent site made of a home page, a property feed and a contact form gives a seller deciding who to call, and Google, little to read. If you searched "estate agent seo", here's the short answer: build one honest page for each job a visitor needs done, and say plainly who you are. This guide lists those pages, what each should say, and what to leave out.

Purpose: Tell a visitor in a few seconds who you are, where you work and what to do next.

Say your town or area, whether you sell, let or both, and give one clear way to book a valuation. Link out to every other page in this guide. That's the job. The home page is a signpost, not a brochure.

Avoid vague claims like "your local property experts". Everyone says it. Avoid a slider of six rotating banners, too. Nobody reads them, and they slow the page down.

Purpose: Prove you're a real business in a real place that people can visit or phone.

Give each branch its own page. Put the full address, opening hours, phone number and email at the top. Add a map, a note on parking or transport if it helps, and the names of the people who work there. A photo of the actual office beats a stock image of a handshake.

Avoid copying one page across several branches with only the address swapped. If you've only one office, you've only one branch page. That's fine.

Purpose: Explain how you sell a home, step by step, so a nervous seller knows what happens after they call.

Cover how you assess and market a property, how viewings work, how you handle offers, and what happens after an offer is accepted. Explain how you charge: whether it's a percentage or a fixed fee, whether there's a tie-in period, and what's included. Explain the structure of your fees without quoting a typical figure, and say that your terms are set out in writing for each client.

Avoid promising sale prices or timings. You can't know either, and a promise you can't keep is a complaint waiting to happen. Avoid burying how you charge behind a "contact us for details" wall, too.

Purpose: Do the same job for landlords and tenants, but only if you let.

If you don't let property, skip this page entirely. A lettings page for an agency that doesn't let is clutter, and it sends the wrong enquiries your way.

If you do, say what you offer a landlord: finding tenants, managing the property, or both. Say what a tenant can expect when they apply. Keep the two audiences distinct, with a clear route for each.

Avoid blurring "let only" and "fully managed" into one fuzzy service. Spell out which is which.

Purpose: Turn a curious owner into a booked appointment.

Keep the form short: name, phone, email, property address and a preferred time to talk. Explain what happens next in plain words. Will someone call? Will they visit? Roughly how long does a visit take? Tell people so they aren't left guessing.

Avoid a twenty-field form. Every extra box loses you someone. And avoid promising an exact valuation figure before anyone's seen the property. An online guess isn't a valuation, and you shouldn't dress it up as one.

Purpose: Show you know the places you cover, and give people searching for those places a reason to land on your site.

Write one guide per area you really work in. Include things a local would know: the main roads and stations, the schools people ask about, the feel of different streets, what kinds of homes are common. Link each guide to the relevant branch page and to current listings in that area.

Avoid cloning a town page and swapping the town name. Google's spam policy treats scaled content abuse (many pages made mainly to manipulate rankings, however they're created) as spam. So don't do it. One honest page per place you genuinely work, and no page for places you don't.

Purpose: Show what you've got for sale or to let, accurately and completely.

Every listing needs a full address area, a clear description, good photos and an honest account of the property, plus a floor plan where you have one. Keep listings current. Take sold and let properties down or mark them clearly, so nobody rings about a home that's gone.

Avoid padding descriptions with hype, and avoid leaving gaps that a buyer has to chase. Don't promise a sale price or a timescale on any listing. Accurate and complete wins.

Purpose: Let real customers speak, and let visitors see you're not hiding anything.

Link to your reviews where they actually live, such as your Google Business Profile, and show a few genuine ones. Reply to them politely, including the poor ones.

Avoid writing or editing reviews yourself, and avoid cherry-picking only the glowing ones while implying it's the full picture. If a review is on a third-party site, link to it rather than retyping it.

Purpose: Put faces and names to a business people are about to trust with their biggest asset.

Give each person a name, a role and a short, human paragraph: how long they've worked locally, what they handle, maybe something about the area they know best. Use real photos.

Avoid a wall of job titles with no personality. And avoid listing staff who've left. Out-of-date team pages are a small thing that quietly makes a business look careless.

Purpose: Show you take complaints seriously and belong to the bodies you say you do.

Under the Estate Agents (Redress Scheme) Order 2008, article 2: "Every person who engages in relevant estate agency work shall be required to be a member of an approved redress scheme." The Order came into force on 1 October 2008 (legislation.gov.uk). It applies to "relevant estate agency work", so check the Order's definitions if you are unsure that your work counts. Two schemes serve property agents: The Property Ombudsman (TPO) and the Property Redress Scheme (PRS). Both handle complaints about estate agents and letting agents, and PRS says it also covers property managers.

Say clearly which scheme you belong to, and link to that scheme's own site. Explain your complaints process in plain steps. TPO says consumers complain to the business first and may then take it to TPO, so set out how to complain to you first.

If you're a member of a professional body, name it and link to it. Propertymark, for instance, calls itself "the leading professional body for property agents" and has a public search for agents that are "Propertymark Protected". Also mention anti-money laundering: GOV.UK's guidance lists estate agency businesses as supervised by HMRC, so say so if it applies to you.

Avoid displaying a membership you don't hold: no logo, no badge, no vague "accredited" line. If you're not a member, leave it off.

Purpose: Meet your legal duty and quietly reassure anyone who scrolls down.

UK limited companies must show their registered number, registered office address, where they're registered, and that they're a limited company on business letters, order forms and websites (GOV.UK). Put all of it in the footer, on every page.

Avoid hiding it in tiny grey text nobody can read, or leaving out the registered office because it differs from your branch address. Show both.

If you only serve customers at your branch, a standard profile with your address fits. But if you also visit people, such as valuers who go to the property, think about how Google sees you. A service-area business visits customers rather than serving them at its address. If you don't serve customers at your business address, remove the address from the profile. You can set up to 20 service areas, so choose the places you really cover.

Don't expect to buy your way up. There's no way to request or pay for a better local ranking. Local results are mainly based on relevance, distance and prominence, and more reviews and positive ratings can help. So ask happy clients for honest reviews, and keep your details matching your website.

Short on time? Start here, in this order:

1. Valuation request page. It's where enquiries turn into work.
2. Branch or office page. Real address, hours and people.
3. Sales page. How you sell and how you charge, without promising prices.
4. Complaints, redress and memberships page. The page that shows who holds you to account.
5. One area guide. For the place you know best, written honestly.

Then add the rest as you go. Reviews, the team page and the footer details are quick wins. Lettings only if you let.

For wider context, see our guides on SEO for small business, content gap analysis and getting found on Google, and the pages you should have directory.

Not sure which of these pages you're lacking? Seracu offers a free snapshot: a look at which topics your site doesn't cover compared with your competitors. It's a quick way to see where to start.