There are a lot of basic questions people are looking to have answered when they come to a real estate business’s About Us page, including:

• How long have you been in business?

• What’s your real estate business all about? Do you have a specialty?

• What kind of values do your agents share?

• What areas do you serve?

• Why should they choose you over your competitors?

Take some time to think about what prospective clients ask you when you meet with them, and try to answer them on your About us page.

A lot of real estate businesses make the mistake of making claims on their About Us page to convince visitors to give them a call or fill out their contact form. But unsubstantiated claims don’t always get you that far.

Instead of making a generic claim, like “We have real estate agents you can trust,” tell your visitors why they can trust you by talking about your experience, licenses and values.

At the end of the day, facts are a lot more powerful than fluff.

Like any page on your website, you want to have varying types of content, not just text, be sure to include videos and, of course, images.

Don’t make the mistake of using generic images and stock photos on your About Us page. People want to get to know you and your team. Part of that process involves seeing you!

Make sure you include pictures of yourself and your team on your About Us page.

There are lots of businesses people could turn to when they want to buy or sell real estate. Your About Us page is the perfect place to explain to them why they should choose you.

Your unique value proposition — the thing that makes your real estate business stand out from the crowd — should be communicated clearly above the fold on your About Us page.

Many businesses make the mistake of talking about themselves in an objective, third-party voice that can, unfortunately, come off as stiff.

Instead of using jargon and corporate-speak to talk about your business, share your story. Talk about why and how you got started, what you love about your job

People connect with stories. Stories are the kind of messaging that pulls at your heartstrings and makes your business memorable.

While it’s important to share your experience, skills and licenses, these kinds of facts won’t really tell your visitors about what makes your business tick.

Give your visitors a glimpse into why you do what you do by sharing your values and mission. This will help to build trust and make an impact.

When writing content for any page of your website — including your About Us page — always think about who will be reading it.

Make sure that your content is professional, but use layman’s terms instead of industry speak or jargon, and use the same friendly tone of voice that you would use when you talk with leads in real life.