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Short answer: Seven things matter most: who you are (name, face, license), where you work, how to reach you in one tap, proof that you're good, a simple lead form, clear next steps, and a layout that's fast on a phone. Everything else is optional. Most visitors decide in a few seconds, on a phone, whether to contact you.
The seven essentials
- Your name, photo and brokerage. People hire a person. Put your face above the fold.
- The areas you serve, by name. "Kendall and Pinecrest" beats "South Florida".
- One-tap contact: call, text and WhatsApp buttons that work on a phone.
- Proof: reviews, recent sales, years in the area, languages you speak.
- A short lead form: name, email or phone, and one question. Every extra field costs you leads.
- Your license number and brokerage. It's required in most states, and it builds trust.
- Speed on a phone. Most visits come from mobile; a slow page loses them before it loads.
Worth adding
- A page for each area you serve.
- A "what's my home worth" request, if you work with sellers.
- Spanish (or another language) if your clients speak it.
Worth skipping
- Auto-playing video and music.
- Pop-ups that cover the page on a phone.
- A full MLS search, if it costs more than it earns you (see our article on that).
Related: Why adding MLS listings to your website usually isn't worth it · How long does it take to build a real estate agent website?