How to Write a Compelling About Page for Your Estate Agent Website

The about page is frequently the second or third most visited page on estate agent websites. A homeowner who is considering instructing you will almost certainly read it before making contact. Yet most about pages are wasted on vague statements about passion for property and commitment to outstanding service. Here is how to write one that actually does the work of winning trust.

Why Do Most Estate Agent About Pages Fail?

The most common about page mistakes:

• Generic claims: "We pride ourselves on delivering exceptional service and outstanding results." This is the same statement that appears on hundreds of agency websites. It is meaningless because it is unverifiable and undifferentiated.
• No specific evidence: Years in business and number of properties sold are mentioned without context. "Over 1,000 properties sold" tells the reader nothing without knowing what the instruction rate was, what areas are covered, or what the average seller achieved.
• No people. An about page without photographs and names of the actual team misses the primary purpose of the page: to introduce the humans a homeowner will be working with.
• No story. Most agencies have a genuine story behind why they were founded and what they set out to do differently. This story, told honestly, is more persuasive than any generic mission statement.

What Should an Estate Agent About Page Actually Say?

Structure your about page around five elements:

1. Who you are and where you are from. Not a mission statement: a genuine description of who founded the agency, why, and what they believed the local market needed. "We started [Agency] in 2012 because we were frustrated by how many local agents were more interested in listing properties than actually selling them." This specificity is far more compelling than "dedicated to excellence."

2. Your track record in numbers. Choose metrics that mean something to a potential vendor:

• Number of years operating in [area]
• Average days from instruction to sale agreed (vs the local average if you have access to Rightmove or Zoopla benchmark data)
• Average sold price as a percentage of asking price
• Number of properties sold in [town/area] in the past 12 months
• Your Google review score and total number of reviews

3. The team. Photographs, names, and brief bios for every person a vendor might meet. The valuer who will come to their door, the negotiator who will handle their buyer calls, the person who will chase their solicitor during conveyancing. This human detail makes the relationship feel real before any contact has been made.

4. Your approach to selling. Not a list of services, but a description of how you actually operate. Do you do viewings yourself rather than handing them to juniors? Do you call vendors every Friday with a weekly update? Do you negotiate face to face rather than by email? These specifics answer the questions vendors have about what working with you actually looks like.

5. A direct invitation to contact. End the about page with a clear next step: "If you are thinking about selling in [area] and want to talk to someone who knows this market, we would love to hear from you" with a link to your valuation enquiry form.

How Long Should an About Page Be?

Long enough to cover all five elements above, and no longer. In practice this typically means 600 to 1,000 words of well-structured copy. An about page that is three paragraphs long and says nothing specific is worse than a longer page that tells a genuine story with real evidence.

What About Team Bios?

Each team member bio should include:

• Photograph (professional, consistent with the rest of the team photography)
• Name and role
• How long they have been with the agency and in the property industry
• Their specific area of expertise or focus
• One personal detail that makes them a real person (the areas they grew up in, their knowledge of particular local schools, their favourite local coffee shop)

That last personal detail sounds minor but is not: a homeowner who reads that their valuer grew up in the same village, went to the same school, or knows the same roads already has a point of connection before the first conversation.

PropertyWave writes and designs about pages for estate agents that convert readers into valuation enquiries. If your current about page is generic or underperforming, get in touch to discuss what it should say.