Most realtor websites have a homepage, an About page, a contact form, a listings page, and a blog (often empty). Five pages. That is not enough.
Twelve pages, structured correctly, gives Google enough surface area to rank you for a meaningful range of queries, and gives visitors enough depth to trust you. Here is the full list, with the role each one plays.
The five that almost every site has
1. Homepage. Your front door. The job is to communicate who you are, what you do, where, and why someone should keep reading. Should not try to convert directly; it is a routing page that points visitors to the right specialized page (buyer, seller, neighbourhood, etc.).
2. About. Your story, your credentials, your photo. The page Google may use to score E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Should be substantive, not three sentences and a stock photo.
3. Contact. A real contact form with a real promise of when you will respond. Most agents botch this page; we covered the fix in a previous post.
4. Listings. Driven by your MLS feed or manually curated. Each listing should be a separate URL with proper schema markup. Your money page from a long tail SEO perspective.
5. Blog. Where you publish local content over time to build topical authority. Usually empty. We covered the content strategy fix in a previous post.
The six pages most agents are missing
6. A buyer page. "Working with Hassan as a buyer". Specific to your buying clients. What the process looks like, what they get, what to expect. This is the page someone Googling "buyer's agent in mississauga" lands on. Without it, you have no chance of ranking for buyer specific queries.
7. A seller page. Same thing for sellers. The selling process, your marketing approach, your pricing methodology, your average days on market. Should answer the question "why would I list with you over the other agent down the street".
8. A free home evaluation page. A standalone landing page just for sellers who want to know what their home is worth. We covered this in detail in the "lead magnets" post.
9. Two or three neighbourhood pages. Pick the neighbourhoods you genuinely serve well and write 800 to 1200 word guides for each. The schools, the median prices, the streets, the quirks. These are your bread and butter for local SEO.
10. A first time buyer page. A specialized landing page for the first time buyer demographic, with closing cost guidance, FHSA strategy, and the questions only first timers ask. Separate from the general buyer page because the audience is different.
11. An FAQ page. Answers to the 20 most common questions you get. Schema marked up as FAQPage for Google rich results. Builds trust and earns featured snippets.
12. A testimonials page. Real client stories with photos and outcomes. Not a wall of star ratings, real narratives. Builds the social proof that closes deals.
Why this set works
It maps to the buyer and seller journey. Someone Googling for an agent in your area lands somewhere on your site, and depending on which stage they are at, they read the page that matches. The visitor who lands on your homepage and reads a neighbourhood guide and then your seller page is a much higher intent lead than one who lands on your contact page and bounces.
It also maps to Google's understanding of topical depth. A site with 12 pages of coherent, locally focused realtor content will outrank a site with 5 pages and a thin blog every time. The depth matters for both ranking and conversion.
The buildout sequence
If you are starting from scratch, build them in this order.
Week 1: homepage, about, contact, free home evaluation (because the home evaluation will drive most of your seller leads).
Week 2: buyer page, seller page, listings page (the listings page mostly fills itself once the MLS feed is connected).
Week 3 to 4: two neighbourhood pages for your top areas.
Week 5: first time buyer page, FAQ, testimonials page.
Week 6 onward: blog posts, two per month minimum.
Six weeks of part time work and your site has 12 substantive pages, a working MLS feed, and a content engine. From there, it compounds.
The pages you can skip
There are about ten pages that show up on most "what every realtor website needs" lists that you can safely skip. We will cover them in a different post. The short version: skip the resources page, the recent transactions page (the listings page covers it), the press page, the awards page, the team page (if you are solo), and the social media wall.