Since August 2024, most buyers sign a written agreement with an agent before they tour a home. That one change moved a conversation that used to happen late, or never, to the very first meeting. Buyers want to know what you do, what it costs them, and why they shouldn't just call the listing agent.
Most agent websites haven't caught up. They're built to impress sellers, which still matters, but the buyer side of the website still says some version of "let me help you find your dream home" and nothing else. A buyer who is about to sign something reads that and learns nothing.
Explain the agreement in plain English
You don't need to post the form itself. You need a page, or a clear section of your buyer page, that answers the questions people ask at the kitchen table: what the agreement covers, how long it lasts, whether it can be limited to one property or a short trial period, how compensation works, and what happens if they want out.
Check the wording with your broker first. Rules differ by state and by brokerage, and the page has to match the documents you actually use. But a buyer who arrives at the first meeting already understanding the basics signs with far less friction.
Show the work, not the adjectives
"Full-service" and "client-focused" don't justify a fee. A list of what you actually do does. Pulling comps before an offer. Spotting the inspection items that matter and the ones that don't. Writing an offer that wins without the highest price. Managing the appraisal, the lender, and the deadlines nobody else is watching.
Write it as a sequence, from first call to closing, so the buyer can see the whole job. A page like that also does well in search, because it answers what buyers are typing: what does a buyer's agent do, do I need one, how are they paid.
Put proof next to the promise
Add buyer outcomes to the same page: a few short stories with real numbers where your clients allow it. Under list price in a competitive neighborhood. First offer accepted against multiple bids. Repairs negotiated after inspection. Use reviews from buyers specifically, not just sellers. If your reviews live on Google or Zillow, pull a few onto the page and link to the rest.
Make the first step small
A buyer who isn't ready for an agreement may still be ready for a fifteen-minute call. Offer that. A booking link, a short form that asks about timeline and price range, or a simple text button on mobile all work better than a generic contact page.
Keep IDX search on the website too. Browsing listings is how a lot of buyers start, and every search they run on your website instead of a portal is another chance for them to remember your name.
What to leave off
Don't publish specific commission numbers unless your broker has signed off, and don't make promises about who pays what. Both depend on the deal. Avoid anything that reads as "buyers pay nothing," which may not be accurate anymore and costs trust the moment the agreement says otherwise.
The agents doing well right now explain their value before anyone asks. A website is the easiest place to do that, because it does the explaining at eleven at night when the buyer is deciding who to call. If yours still only talks to sellers, our real estate website work shows what a buyer-ready website looks like.