Free Guide
The Estate Agent Website Checklist
12 things every estate agent website needs to generate more valuations, rank higher on Google and convert visitors into enquiries. Use it to audit your current site or brief a new build.
CRM Integration
Your property listings should feed automatically from your CRM (Agency Pilot, Alto, Reapit, Dezrez, Vebra, etc.). Manual updating is a red flag. Listings should appear on your site within minutes of going live in your CRM.
Mobile Performance
Over 60% of estate agent website traffic now comes from mobile. Your site must load in under 3 seconds on a mobile connection, tap targets must be large enough, and forms must be easy to complete on a phone.
Core Web Vitals
Google uses Core Web Vitals as a ranking signal. Your site should score green on Largest Contentful Paint (under 2.5s), Interaction to Next Paint (under 200ms) and Cumulative Layout Shift (under 0.1). Test at pagespeed.web.dev.
Valuation Form on Every Key Page
Your valuation CTA should appear above the fold on your homepage, on your about page, at the bottom of every property listing, and as a persistent element throughout the site. Hiding it costs you money.
Clear Contact Options
Phone number, email and contact form should be accessible from every page. On mobile, your phone number should be a tap-to-call link. Branch addresses with a map embed build local trust and help local SEO.
Trust Signals
Google reviews, Trustpilot ratings, ARLA/NAEA/Propertymark membership badges, and client testimonials should all be visible on your homepage. Buyers and vendors decide within seconds whether to trust you.
On-Page SEO Setup
Every page needs a unique title tag (under 60 characters), meta description (under 160 characters), a clear H1, and proper heading structure. Your homepage title should include your town name and "estate agent" or "letting agent".
Property Search and Filters
Visitors should be able to filter by property type, bedrooms, price range and location. Results should load quickly without a full page reload. A map view is a bonus that significantly increases engagement.
Area Guides
Dedicated pages for each area you operate in signal local expertise and rank for location-based searches. Each guide should cover schools, transport, lifestyle and local market conditions with at least 600 words.
Analytics and Goal Tracking
Google Analytics 4 and Google Search Console should be installed and verified. Goal tracking should be set up for valuation form submissions, contact form completions and phone number clicks so you can measure what is working.
SSL Certificate and Security
Your site must load over HTTPS (padlock in browser). It should also have security headers configured, regular software updates applied, and automated backups running. Check your site at securityheaders.com.
Structured Data (Schema Markup)
Schema markup helps search engines understand your business. At minimum, a LocalBusiness or ProfessionalService schema on your homepage with your name, address, phone number, opening hours and review aggregate score.
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