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.