So, you’ve picked out your real estate website platform and design—exciting! But now you might be wondering: What do you actually put on your site? How do you make sure it’s set up the right way to attract visitors, keep them engaged, and most importantly, turn them into clients?

The truth is, a great real estate website isn’t just about looking nice. It needs to be organized, easy to use, and built with strategy. Without the right structure, your site could feel cluttered, confusing, or even make visitors leave before they ever get in touch with you.

That’s where this guide comes in. We’ll walk through:

• How to organize your website so visitors can easily find what they need
• The must-have pages every real estate site should include
• How to write content that speaks to the right audience
• The basics of SEO (don’t worry—it’s simpler than it sounds!)
• How to use calls to action (CTAs) to turn visitors into leads

Let’s dive in!

How to Organize Your Website (Without Getting Overwhelmed)

What is “Information Architecture” & Why Should You Care?

Let’s chat about Information Architecture—which sounds like something only tech people would care about, but it’s actually just a fancy term for how your website is organized.

Think of it like showing a home. When buyers walk into a well-designed house, they instinctively know where to find the kitchen, living room, and bedrooms, right? Now imagine showing a house where the washroom is hidden behind a bookcase or the front door opens directly into a closet—your clients would be confused and probably not impressed!

Your website works exactly the same way. If visitors can’t quickly spot your listings, contact info, or neighbourhood guides, they’ll bounce faster than you can say “sold over asking” and head to another agent’s site instead.

Simple Ways to Structure Your Website

Keep Your Menu Simple

Your website’s main menu should be straightforward—not a complicated maze. Here’s a solid starting point:

Home | Listings | About | Blog | Contact

If you’ve got extra content, like neighbourhood guides or market reports, you can tuck them under dropdowns in your Blog or Listings section—just don’t go overboard! Too many options will overwhelm visitors, especially those who aren’t particularly tech-savvy.

Make Listings Easy to Find

For most visitors, your property listings are the main attraction—so don’t make them hunt for them! Your homepage should feature a clear link to your listings and maybe even a prominent search bar right up front.

Use Logical Page Organization

Think about your pages like a family tree—your main sections should be broad categories, with more specific subpages neatly organized underneath them.

For example:

• Listings
  • Condos for Sale
  • Single-Family Homes
  • Luxury Properties
• Resources
  • Best Schools in Toronto
  • Vancouver Real Estate Market Trends
  • Top Family-Friendly Neighbourhoods

This makes it dead simple for both visitors and Google to understand your content.

Put Calls to Action (CTAs) in the Right Places

A Call to Action (CTA) is just a practical way of saying: “Tell people what to do next.”

Think about your own experience visiting websites—if there’s no clear direction, you probably browse a bit and then leave. But if you see a big, obvious button that says:

• “Schedule a Free Home Evaluation”
• “Get Your Personalized Market Report”
• “View Available Listings in Your Neighbourhood”

…you’re much more likely to click, aren’t you? These buttons should be impossible to miss on your homepage, listings pages, and even your blog posts. We’ll dive deeper into this later on.

Your website should feel just like a well-staged home—clean, organized, and inviting. When visitors can easily find what they’re looking for, they’re far more likely to stick around and—most importantly—reach out to you for their real estate needs.

Must-Have Pages for a High-Performing Real Estate Website

Now that your website is structured in a way that makes sense, let’s chat about the essential pages every real estate website absolutely needs.

Think of your website like your business toolkit—each page should serve a specific purpose, whether that’s showcasing your fabulous listings, building trust with potential clients, or making it dead simple for them to get in touch with you.

The Essential Pages You Need (and Why They Matter)

Home Page: The First Impression

Your homepage is like the brochure to an open house. It should:

• Quickly tell visitors who you are and what you do
• Highlight what makes you different from every other agent out there
• Make it crystal clear how to access your property listings
• Include a compelling call to action (like “Start Your Home Search” or “Get Your Free Home Evaluation”)

Ninja Tip: Keep it clean and uncluttered with great visuals and a clear message. Too much text or too many buttons will just confuse your visitors—especially those who aren’t particularly tech-savvy.

Listings/Search Page: Where the Magic Happens

For most visitors, this is exactly why they showed up—so make sure it’s a breeze to use!

• Include stunning, high-quality listing photos (those dark, blurry smartphone pics just won’t cut it!)
• Write descriptions that bring each property to life
• Add search filters if possible (price range, neighbourhood, number of bedrooms)
• Include a clear CTA on each listing—like “Book a Showing” or “Request More Info”

Ninja Tip: If you can swing it, include video tours or 3D walkthroughs. They’re game-changers, especially for out-of-town buyers or those short on time. If you’re a RealtyNinja customer, check out our marketplace for exclusive deals on these services!

About Page: Build Trust & Connection

People don’t just hire an agent—they hire someone they trust and like. Your About page is your chance to shine.

• Tell your story and share why you’re passionate about real estate
• Highlight your years of experience and local knowledge
• Explain what makes you different—maybe you’re a neighbourhood specialist or have a background in home renovation
• Include testimonials from happy clients to build credibility

Ninja Tip: A warm, professional photo of you is non-negotiable—it creates an instant connection. No hiding behind logos!

Neighbourhood Guides: Local Expertise That Attracts Clients

Want to stand out from the sea of other agents? Become the go-to expert on your local market. Remember that this is a popular tip now, so inserting your unique personality into this content is important!

• Write about the popular neighbourhoods in your area
• Include information on schools, parks, restaurants, and commute times
• Share recent market trends and average home prices
• Link to active listings in each neighbourhood

Why This Matters: Not only do neighbourhood guides help potential buyers, but they’re also brilliant for SEO—Google absolutely loves hyper-local content!

Blog: A Powerful Way to Educate & Engage

A blog helps establish you as an expert and drives traffic to your site. Not sure what to write about? Start with:

• “5 Things to Know Before Buying a Home in Burlington”
• “The Home Selling Process in Today’s Market: What to Expect”
• “How to Stage Your Home for a Quick Sale in a Cooling Market”

Ninja Tip: Don’t stress about writing novels—quality trumps quantity! Even short, helpful posts keep your site fresh and give Google a reason to keep coming back. Consider linking to Facebook posts or other content you’ve already created in order to link your digital environment together.

Contact Page: Make It Super Easy to Reach You

You want visitors to actually get in touch, right? Make it effortless!

• Include a simple, short contact form (just name, email, and message)
• List your phone number and email prominently
• Add links to your social media profiles
• If possible, offer multiple contact options (some people prefer texting to calling)

Ninja Tip: A warm, friendly message like “I’d love to help with your real estate journey. Get in touch today!” makes your contact page feel more inviting.

Next Steps

That covers all the essential pages your real estate website needs! Next, we’ll talk about how to create content that speaks directly to your ideal clients and showcases what makes you their perfect agent.

Creating a Content Strategy That Attracts & Engages Your Ideal Audience

Now that your website has good bones with the right structure and essential pages, let’s talk about what to actually put on those pages.

A solid content strategy isn’t just about filling space—it’s about speaking directly to the people you want to work with. The right content helps visitors trust you, understand what makes you special, and take that all-important next step. For the first step you’re taking towards creating or updating your website, let’s focus on creating a useful foundation that you can build on.

Step 1: Know Your Audience

Before you write a single word, ask yourself: Who am I actually trying to attract?

• First-time buyers?
• Luxury home sellers?
• Real estate investors?
• Empty nesters looking to downsize?

Your content should address their specific needs and questions. If you try to appeal to everyone, you’ll end up connecting with no one—it’s like hosting an open house and handing out chocolate chip cookies, when the high-end area buyers were expecting something a little higher end.

If your passion is working with first-time buyers, focus on…

• Straightforward guides: “How to Buy Your First Home in 2025”
• Addressing common fears: “Rising Interest Rates: Should You Wait to Buy?”
• Encouraging action: “Book Your No-Pressure First-Time Buyer Chat”

If you specialize in luxury real estate, your content should feel sophisticated and exclusive. Perhaps spotlight “The Most Coveted Neighbourhoods in Ottawa” or offer a “White-Glove Home Selling Experience.”

Step 2: Discover Your Unique Value Proposition (UVP)

Your Unique Value Proposition is what makes you stand out from the thousands of other agents with similar headshots and “I’ll work hard for you” promises.

Ask yourself:

• Why should a buyer or seller choose me over any other agent?
• What experience, skills, or services do I offer that others don’t?
• What do my past clients consistently praise me for?

Maybe you’re:

• A neighbourhood expert who grew up in the area and knows every hang-out spot and shortcut
• A marketing whiz who knows how to make listings shine on social media
• A former contractor who can spot potential issues other agents miss
• A skilled negotiator who consistently gets better deals for clients

Whatever your strength is, make it crystal clear throughout your site.

Instead of the generic: “I’m a dedicated real estate agent with years of experience!”

Try something more specific and compelling: “I help Toronto empty nesters find the perfect-sized home for their next chapter—combining 15 years of real estate expertise with a background in interior design to make downsizing feel like upgrading.”

Even if the viewer is not an empty-nester, perhaps your messaging is enough to have them think about referring you someone who is!

Step 3: Take Action and Create Content That’s Actually Helpful

Too many real estate websites fall into the trap of only talking about themselves—but buyers and sellers care more about how you can solve their problems. When starting your website, don’t worry about launching with a full page of blog posts already loaded; focus on setting up your main pages so all you have to do is go in and paste your updated content later, and plan ahead for your first few posts from the ideas below. Set yourself up for success!

Answer Common Questions

Think about what your clients ask you all the time—those questions are content gold!

• “Should I Buy or Rent in the Current Halifax Market?”
• “How Does the Mortgage Stress Test Work in 2025?”
• “Is it Worth Renovating Before I Sell My Home?”

Use a Mix of Content Formats

Not everyone wants to wade through paragraphs of text. Try mixing it up with:

• Short videos (e.g., “Tour of Kitchener’s Hottest Neighbourhood”)
• Infographics (e.g., “The Home Selling Timeline Explained”)
• Client success stories (e.g., “How the Johnsons Found Their Forever Home During a Seller’s Market”)

Ninja Tip: Consider creating focused content on your real estate website for buyers, sellers, investors or any other subset you want to target. If your subject is only relevant for a short period of time then we recommend creating a video for social media, then embedding that (along with a written version) on your blog.

Keep Your Content Fresh

Google (and your visitors!) prefer websites that show signs of life. Aim to:

• Post one new blog per month (even a short one is better than nothing!)
• Update your neighbourhood pages with new market stats quarterly
• Refresh older content with current information and insights

Bottom Line

A thoughtful content strategy positions you as the trusted expert in your market. It helps potential clients see you as someone who’s knowledgeable, approachable, and genuinely helpful—not just another agent with a fancy logo and a car sign.

Next, we’ll cover some basic SEO strategies to make sure people can actually find your fantastic new website on Google!

Basic SEO Tips for a Real Estate Website (No Tech Skills Required!)

Now that your website is well-structured and packed with great content, how do you actually get people to find it? That’s where SEO (Search Engine Optimization) comes in.

If just hearing “SEO” makes you want to call your nephew who “knows computers,” don’t worry—it’s not nearly as complicated as people make it sound! You don’t need to be a tech wizard to handle the basics. Think of it as making small adjustments that help Google understand what your website is about so it can show it to people who are actually looking for what you offer.

Here’s what you need to focus on:

Step 1: Choose Your Words Thoughtfully

Keywords are simply the words and phrases people type into Google when they’re searching for homes or real estate advice. If your website naturally includes those terms, Google is more likely to connect your site with the right audience.

Example: If you specialize in Calgary condos, naturally include terms like:

• “Condos for sale in Calgary”
• “Best neighbourhoods for first-time buyers in Calgary”
• “Calgary downtown real estate market”

But DON’T overdo it! Your content should always sound like it was written by a human for other humans—not a robot trying to game the system. Instead of cramming your page with “Calgary homes for sale” fifteen times, write as though you’re having a conversation with a client.

Good: “Looking for a condo in Calgary’s Beltline? Here’s what you need to know about this vibrant neighbourhood in 2025.”

Bad: “Calgary condos for sale are the best Calgary condos because condos in Calgary sell fast in the Calgary condo market.” (Yikes! No one wants to read that!)

Step 2: Optimize Your Titles & Descriptions

Every page on your site has a title and a meta description—these are what people see on Google when your site appears in search results.

For example, if someone searches “How to Buy a Home in Ottawa,” which of these would you click?

Boring Title: “Blog Post #3 | Jane Smith Realty”
Engaging Title: “How to Buy a Home in Ottawa: A Local Agent’s Guide for First-Time Buyers”

Bad Description: “Read our blog about buying a home.”
Better Description: “Thinking about buying in Ottawa? This guide walks you through the entire process, from getting pre-approved to moving day, with insider tips from a local expert.”

Ninja Tip: If you’re using RealtyNinja as your website platform, we automatically create meta titles and descriptions based on the page’s content, so it’s never empty. You can also take full control and add your own title and description if you prefer!

Step 3: Show Off Your Google Reviews (and Get More of Them!)

Google absolutely LOVES websites that show social proof, like customer reviews. The more positive reviews you have, the more trustworthy your site appears—not just to Google’s ranking system, but to potential clients, too!

How to use reviews for SEO:

• Embed your Google Reviews on your homepage or about page (We like recommending Elfsight’s widgets for an easy and beautiful solution)
• Ask satisfied clients for reviews—just send a quick, friendly message:

“Hi Susan, I really enjoyed helping you find your new home in Oakville! If you have a moment, would you mind leaving a short review on Google/my website? It really helps my business connect with other folks like you. Here’s the link: [Insert Link]. Thanks so much!”

Even just a handful of genuine, positive reviews can make a tremendous difference in both your search ranking and how potential clients perceive you.

Build Local Connections & Backlinks

A backlink is when another website links to yours, which Google sees as a big thumbs-up for your credibility.

Easy Ways to Get Backlinks:

• Partner with local businesses—Ask the home stager you work with, your favourite contractor, or a trusted mortgage broker to link to your site (and offer to return the favour).
• Get listed on local directories—Make sure you’re on sites like Realtor.ca, Yelp, and your local chamber of commerce directory.
• Write guest posts—Offer to write a helpful real estate article for a local blog, community newspaper, or even a neighbourhood Facebook group, and include a link back to your site.

Even just a handful of quality backlinks from reputable local sources can help boost your rankings in search results.

Make Sure Your Website is Mobile-Friendly

Did you know that most people house-hunting these days are scrolling through listings on their phones? If your website looks gorgeous on desktop but falls apart on mobile, people will bounce faster than you can say “conditional offer”—and Google will definitely notice that.

• Check your site on your own phone—do the pages load quickly? Is the text easy to read without pinching and zooming?
• If not, have a chat with your website provider about ensuring it’s fully mobile-optimized. (If you’re with RealtyNinja, we have you covered — your website was built mobile-first!)

Bottom Line

You don’t need to become an SEO guru—but by using the right keywords naturally, updating your page titles, showcasing glowing client reviews, and building local connections, you’ll help your website climb higher in search results. And that means more leads landing in your inbox!

How to Create Strong Calls to Action (CTAs) That Generate Leads

At this point, your website is well-structured, packed with valuable content, and optimized for search engines—but none of that matters if visitors browse around and leave without ever contacting you!

That’s where Calls to Action (CTAs) come in. A CTA is simply a button, link, or phrase that encourages visitors to take the next step—like book a call, request a home valuation, or sign up for your market updates.

Without strong CTAs, people might love your website and then… disappear into the internet abyss! Let’s make sure that doesn’t happen.

Use Clear, Action-Oriented Language

A good CTA removes any guesswork—it tells people exactly what to do next.

Good CTA Examples:

• “Schedule a Free Consultation”
• “Get Your Home’s Current Value”
• “See Available Listings in Your Neighbourhood”
• “Download My First-Time Buyer’s Guide”

Weak CTA Examples:

• “Click Here” (Click here for what exactly?)
• “Submit” (Sounds like a tax form!)
• “Contact” (Too vague—contact for what purpose?)

Pro Tip: Use first-person language for a more personal touch. Instead of: “Schedule a Consultation” Try: “Schedule My Free Consultation” (this often converts better!)

Place CTAs Where People Will Actually See Them

A CTA won’t work if people don’t notice it! Here’s where to strategically place them:

• Homepage: Right near the top (e.g., “Get a Free Home Valuation”)
• Listings Pages: A button that says “Book a Viewing” on each property
• Blog Posts: At the end of every article (e.g., “Want to chat about buying a home in this neighbourhood? Schedule a no-pressure call.”)
• Contact Page: Make it ridiculously easy to reach you!

Pro Tip: Use buttons instead of just text links—they stand out much more!

Offer Multiple Contact Options

Not everyone likes filling out forms! Some people prefer calling, texting, or even messaging on social media.

Include multiple ways to reach you:

• Phone & Email (clearly displayed)
• Contact Form (short & simple—just Name, Email, Message)
• Social Media Links (Instagram, Facebook, LinkedIn)

Pro Tip: Add a friendly message to your contact page, like: “I’d love to help you with your real estate journey! Feel free to call, email, or send a quick message—I always aim to get back to you within 24 hours.”

Next Steps to Get Your Website Working for You

Now that you have a solid foundation for your real estate website, here’s a quick checklist to ensure it’s ready to attract clients:

✅ Review your site structure: Is navigation simple? Can visitors easily find listings?
✅ Check your essential pages: Do they clearly communicate who you are and what you offer?
✅ Evaluate your content: Does it speak to your ideal clients and highlight your unique value?
✅ Implement basic SEO: Have you included relevant keywords and optimized page titles?
✅ Optimize your CTAs: Are they clear, visible, and strategically placed throughout your site?

Remember, your website doesn’t need to be perfect right away! Start with these fundamentals and refine as you go.

Watch for our follow-up article on advanced strategies to take your real estate website to the next level including how to use AI tools!