Chances are, if an existing or potential client is on your website, at some point they are going to want to find out about your brokerage. They will want to know if you are the right fit for them, and your "About" page is often where people go to learn this. In fact, the "About" page can be one of the first areas a user is going to look to learn about your company – make it easy for them to get to know you!

I've included some tips below to help you create a new "About" page, or improve your already existing one.

Five things to do when developing your "About" page

1. Make it obvious what you specialize in. If you specialize in something (whether it's selling commercial properties, short sales, or even a geographic area), talk about this. Let people know, so they can decide if you can meet their needs.
2. Tell people what you can do for them. Yes, the "About" page is the part of your website where you talk about your business, but keep the primary focus on what you do to meet a client's needs. While it can be important to mention if you've been in business for over 25 years, or if your brokerage has won any awards, people are more concerned with how you can help them.
3. Keep it professional. This page reflects your brokerage and should remain professional – emoticons or animated response gifs probably aren't the best way to communicate professionalism to potential clients.
4. Make it easy to keep this page up-to-date. The harder a page is to keep up-to-date, the more likely that it won't be updated – even if you open new offices or move locations.
5. Keep it short. Web users have short attention spans. Be sure that the text you include on this page is short, to the point and easy for people to read.

Five things to improve your "About" page right now.

1. Add a photo of your team. Your potential clients want to work with real people – including a picture of your team helps to make your team more relatable and personable to others.
2. Include contact information. It's surprising how much this can be overlooked! Whether your website is for one office, or many offices, this information should be easy to find. Adding it as a section on your "About" page or including a link to your contact page will allow users to get in touch with you easily.
3. Add a call to action. Oftentimes, the best way to get a potential client to contact you is to add a call to action that prompts the client to reach out. Examples of call to actions could be, "Contact us to set up a meeting today!" or "Call to see how we can get your house sold!" before providing the user with a phone number or a web form.
4. Don't forget important links. Include links to some of the more important pages on your website, such as the property search page, featured listings, and agent roster.
5. Proofread your text. Often there are small mistakes that we miss when writing, but seem glaring when revisiting the text a few months later. Keeping your "About" page mistake free will help reinforce the professional image that you want your brokerage to show.

Your "About" page is an important part of your real estate brokerage's website, and deserves to be developed with your care and attention. Using these tips to develop this page that will help users make the decision that you are the right brokerage to work with.

To view the original article, visit the Lone Wolf blog.