The top real estate brokers are always looking for ways to increase the value they provide to their online customers. It can be difficult to understand what pages on your website will help increase lead conversion and value to your customers. This is because the goals may change over time.

While every page on your website does not need to be designed specifically to capture leads, it is important to have a collection of information (content) on your website that builds your local real estate authority in general. This strategy will improve the effectiveness of your lead conversion pages. This builds trust.

A home search alone is not enough to keep the interest of a real estate consumer.

Must-Have Pages Your Website Needs to Increase Lead Conversion

1. Home Search

The most important priority for any real estate website is still providing accurate and up-to-date listings. The consumer can use these searches to gather information about the neighborhood, schools, and market data. Many things that were once important in a home search are no longer as important as they used to be. Homebuyers are no longer just looking for houses with a certain number of bedrooms and bathrooms or a certain price point. In addition, the type of search page has undergone changes. Today’s online home search page(s) should also consist of:

  • Address Search
  • Listing ID Search (HINT: Remember, there are some Multiple Listing Services that will not allow you to use the acronym ‘MLS’ for a search title)
  • Search by City

As was mentioned before, people who are looking to buy a home want more than just pictures and the home’s specifications. They now want other types of information as well. Information such as:

  • WalkScore
  • Local Schools
  • Mortgage Calculators
  • Market Data

2. How to Buy a Home

If you want to attract more customers, you need to have a more detailed “What we do to help you buy your home” page on your website. It’s important to have a “how-to” page on your real estate website that walks your online consumers through the process step by step. This can be a great value-add to your website.

Adding a sleek tab widget and a way for visitors to start their home search makes it easy for online consumers so they don’t have to scroll a lot to see all your information.

Taking your How to Buy a Home Page a step further, create an ebook that is loaded with helpful links such as:

  • Local Utilities
  • Coupons from area restaurants
  • A page dedicated to your preferred Lender

How you provide access to this ebook is up to you. Asking people for their name and email address in order to download your ebook is a smart way to capture leads!

3. How to Sell a Home

Write an ebook on how to sell your home, covering the topic in-depth and providing helpful step-by-step instructions. Again, creating an ebook for this is a very smart way to add value to your real estate website as well as capture a lead.

4. Home Valuation

A typical contact form for an online user would traditionally ask a series of questions about their property. The conversion rate for these forms is low, and some real estate website owners don’t respond to potential sellers quickly enough, making the forms almost useless.

Today, many seller valuation sites offer a single-page website that is easy for online consumers to use. They simply enter their home address, name, and email address, and then receive an email with a market value of their home and the real estate agent’s contact information. The websites also have a CRM integration that allows the agent to send periodic “touch points” to the seller.

Websites that look and feel like your real estate website can be easily linked from your website. Just Google Home Valuation Sites to check what’s available.

5. Blog

Many real estate websites feature a blog section. We are trying to say that these blog pages should be a rich source of information for your online visitors, providing them with guides and links to other useful information.

Blog pages are a great tool to bring traffic to your site from your social media pages.

6. Email Listing Alert

We think that lead capture pages are not used enough by real estate website owners. For a small amount of effort, you can get a lot in return – a name, an email address, and a potential home buyer who is interested in what you have to say. Plus, your branded message will be more trustworthy to the potential buyer than if it came from an anonymous source.

Would it be helpful if you received an email each day with new listings of homes that match what you’re looking for? With a resounding yes, you’ve been given permission to go ahead and set up that system yourself. Now, these wonderful folks are getting daily notifications from you on new listings that are on the market.

7. Account Sign-Up/Sign In

It should be easy for your online visitor to set up their own account so they can receive updates or start their own search on any real estate website. A way to get a name and email is by having prospective home buyers visit your website. You can send them branded information about homes, which will make them come back to your site repeatedly.

8. School Info

Many online home buyers are interested in schools. Class size, ratings, and alternative educational options are all things that affect where parents send their children to school. Up until this point, a basic real estate plugin would have been sufficient. We are searching for options, such as GreatSchools.org, that have a super easy widget to customize and add to your real estate website.

9. Testimonials

Even though you may think that having testimonials from past clients would be beneficial to real estate agents and brokers, most of them do not have a testimonials page on their website. It’s easy to add all your reviews with plugins like easy testimonials.

10. Sold Properties

Without the ability to display their past sales, some real estate agents and brokers feel like they are at a disadvantage.

If you are using the Agent Evolution theme, you can use the WP Listings widget. The plugin can be used to display sold listings as well as to help you build sexy single property pages.

11. About Page

The About Page is often the second most visited page on a website. First is of course the home page. The about page is where you can illuminate your best qualities, and answer the question:

“What can this agent do for me?”

Make sure that your about page has built-in Calls To Action such as:

  • Phone Number
  • Email
  • Contact Form

It’s also a good idea to include pictures of yourself and your team members. Let them get to know you a bit.

12. Contact Us Page

And last, but certainly not least is a good working contact page.

If someone has reached out to you, most of the time it is a HOT LEAD.

It would be good to have a simple form with a welcoming message. It’s also a good idea to include your contact information in this section in case they would prefer to communicate with you by phone or email.

Other Pages Your Website Needs to Increase Lead Conversion

  • Video/YouTube page
  • Market Data
  • Vendors List
  • Mortgage Calculators

Proven Web Design Tricks That Can Boost Your Lead Conversion

1. Keep web design updated

You can change the way your website looks to make your business more successful. Your website is the face of your company on the web. In order for your website to be successful, you must regularly update it and keep the design simple so that it is congruent with your company’s image.

If your website isn’t getting the response you want, it’s time to change your design, tweak some elements, and work on providing a better user experience.

It is essential to create a page that makes potential customers feel comfortable with your business in order to increase conversions. A well-made page can also create brand trust.

Be sure to know if your website needs a redesign. What sort of questions should you be asking in order to help you make a decision? You should be asking questions like “is the company generating revenue?” and “are we having enough conversions?” Also, checking for competitors’ actions can be a guide. I don’t want to copy them, I just want to see if I’m on the right track.

How do you update your website to generate more conversions?

An outdated website can have a negative impact on how people perceive your business. A well-designed website that is easy to navigate and provides informative content will keep visitors engaged and interested in your products or services.

Now that you know the secrets to increasing your sales, it’s time to put them into action and see what works best for your business. Try out a few different techniques and see which ones give you the best results. You already know your audience and your product. Give them what they are expecting.

2. Add a human image

Humans respond to humans. If you include an image of a person on your landing page, you’re more likely to convert visitors into leads.

Testimonials are a great way to do this such as their picture accompanied by a statement from the individual. How you present your business to others can have a big effect on how they see it. Having a real person say an authentic experience adds credibility and brand trust.

3. Make a less generic Call to Action

Your CTA is what drives people to sign up for your newsletter, buy your product, or follow you on social media. Your CTA helps you conquer more leads. To persuade people, you need to have an excellent product and content. But CTAs are shortcuts that exist to assist you.

There are techniques to make it functional. To start, you need to put your CTA in the right spot. Make it easy to get clicked. The most accurate way to find out where this place is on the page is by testing it. Try moving the CTA around every few weeks and analyzing the results to decide where it works best. Or, observe what worked for other businesses. Since you understand your audience’s behavior, it becomes simpler to determine where to put it. Your CTA must be prominent. It should be easily visible to visitors and easy to click on.

4. Add customer reviews

A great way to increase your conversion rate is to incorporate customer reviews. It can help people make their decision. By helping people to make their decision, you can increase your conversions.

Adding customer reviews can give a 58% increase on conversion.

Most people trust online reviews and always consult them before making a purchase or signing up for something. More than 60% of people googled for reviews before making a decision. It shows the importance of reviews for your business.


You can never stop improving your real estate website if you want to stay ahead of the game. We all know that a website is never really “finished” because there are always new ways to improve traffic and give users what they want.

A well-built real estate website should have dynamic pages that generate leads, offer value, and become the resource consumers look for when buying, selling, or investing.