The four pages that win instructions
Most property websites have the same four pages: home, about, our properties, contact. The listings feed arrives from the portal or the CRM. The about page has a photograph of the office. The contact page has a form with three fields on it, one of them called Message.
None of those pages ask anyone for anything. They describe the firm to a visitor who has already found it, then wait.
The pages that bring in fee income work differently. Each one is built around a single action aimed at a single kind of person, and it collects the handful of facts that make an enquiry worth having. Most property sites have none of them.
The valuation or appraisal request
An owner weighing up whether to sell or let does not want to write a message. They want to know what the place is worth and what you would charge for handling it. On most sites the only route to that is a general contact form or a phone number, and the phone number only works between nine and five.
A valuation page does one job. It states what happens after the request, who calls and how soon, then asks for the address, the postcode, the property type, whether anyone is in occupation, and roughly when the owner wants to move. Five fields. No essay box.
That is the difference between an enquiry saying "can you ring me about a property in Selby" and one you can form a view on before you pick up the phone. It also gives you the address, so you can look at the thing before you speak to its owner.
The requirement register
Commercial applicants rarely enquire about one unit. They arrive with a brief: 2,000 to 4,000 sq ft, industrial, within twenty minutes of the motorway, in occupation by March. If the only thing your site offers is a form bolted to each listing, you hear from that person once, about the one unit that nearly fitted, and then never again.
A register your requirement page takes the brief instead of the enquiry. Size range, use, area, budget, timescale, and whether they are looking now or later in the year. What you get back is a searchable list of people who have told you exactly what they want. Say a landlord instructs you on a warehouse on the Tuesday. Before you have done anything else with it, you can email the eleven applicants whose brief it matches.
Building the page is the easy half. The list only earns anything if somebody works it. We can put the form on the site and route the alert to whoever should get it, but we cannot make that person open it on a busy Friday afternoon. Give the job to one named person before the page goes live, even when the job is ten minutes a week.
One thing worth downloading
Most visitors are not ready to speak to anybody. They are two months out, or quietly comparing agents, and they will leave without trace unless the site gives them a reason to hand over an email address.
The reason has to be worth something. A page listing your services is not worth an email address. A one-page document that answers a question the reader is currently stuck on is. For a lettings firm that might be a checklist of what has to be in place before a tenancy starts. For a sales agency, a plain summary of the material information a listing now has to carry under the DMCC regime, which we went through in this article. A document like that supports the obligation and makes it harder to forget. It does not discharge it, and the wording should say as much.
One document is plenty. Ask for a name and an email, nothing more, and send it straight away. You then know who the person is and which subject they cared about, which is considerably more than a page view has ever told you.
The landlord page
This is the absence that surprises people once it is pointed out. Take a typical lettings or management site and count the pages written for tenants against the pages written for landlords. For tenants: property search, area guides, how to apply, where to report a fault. For landlords: usually nothing, or four words on the about page saying landlord services available.
The landlord is the client. They sign the management agreement and they pay the fee. The recurring income from managed stock is what carries an office through a quiet quarter. Yet on site after site there is no page addressed to them at all.
A landlord page speaks to one reader: somebody who already owns property and is either paying an agent they have stopped rating or self-managing and tired of it. It should say what you charge and how the fee is structured, what you do about voids, how fast you get a unit back in front of applicants, and what happens when the rent does not arrive on time. Figures where you have them, not adjectives.
Voids are the argument worth making on that page. Simply Business put the average void period in England at 24 days in 2026. That costs a landlord around £1,135, up 12.9 per cent from £1,005 between April 2025 and April 2026. Roughly £47 for every day a unit sits empty. It is a number landlords feel rather than calculate. If your firm re-lets faster than the average, say so on the page and say how you do it. The full arithmetic of an empty unit is here.
What the page needs to capture is short. How many properties they own, where those properties are, who manages them now, and when the current arrangement can be ended. That last question does more work than it looks. A landlord tied into an agency agreement until January belongs in the December diary, not the bin, and you will only know that if the form thought to ask.
Adding these four pages to a site you already have is a small piece of work, and doing it properly is mostly a matter of deciding what each one asks for. Send us the address of your site and we will tell you what it would cost to add them.