Estate agency website: how to win more instructions in French-speaking Switzerland

In real estate, instructions are what really count. Buyers find properties on Homegate, ImmoScout24 or Comparis, but an owner thinking about selling almost always starts with a Google search: ‘value my flat Geneva’, ‘estate agent Nyon’, ‘price per m² Lausanne’. Your estate agency website is where that seller discovers you, compares you and decides whether to call you… or not.

Here is how we build estate agency websites at 360 Web Agency that generate qualified leads, not just visits.

Portals and agency website: two different roles

Property portals are essential for advertising your listings. But they place your property next to your competitors’ and don’t help you win new instructions. Your website, on the other hand, must speak to owners: prove your knowledge of the local market, show your results and make them want to entrust you with a sale. That’s where your growth happens.

1. An online valuation as a gateway

The valuation request is the seller’s first step. Offer a simple form (property type, town, floor area, number of rooms, condition) that leads to a meeting with an adviser rather than an automatic figure. You get high-value leads at the exact moment the owner is thinking about selling.

2. A page for every town or neighbourhood

‘Estate agent Carouge’, ‘sell my house in Morges’, ‘flat for sale Plainpalais’: these local searches are very competitive but very profitable. Create a page for each key area with useful, unique information: neighbourhood atmosphere, schools, transport, property types, price trends, recently sold properties. These pages rank on Google and prove your local expertise.

3. Polished, fast-loading property pages

Even if your listings are on the portals, publish them on your website too: large photos, virtual tour, floor plan, key features, location and a direct contact button. Make sure the pages load quickly despite the many images. And keep sold properties as ‘references’: they reassure future sellers.

4. Visible proof of trust

Entrusting the sale of a property is a big decision. Display what reassures: Google reviews, seller testimonials, number of completed transactions, team profiles with photos, professional memberships (USPI, SVIT, etc.) and years of experience. A face and a name are worth more than a logo.

5. Solid local SEO and a strong Google profile

Your Google Business Profile must be impeccable: ‘Real estate agency’ category, service area, photos of the team and properties, regular posts, and recent reviews with replies. On the website, each page targets a specific search, with optimised tags and logical internal linking. That’s the groundwork of our SEO service.

6. Get recommended by artificial intelligence

More and more owners ask ChatGPT or Gemini ‘which agency should I choose to sell my flat in Geneva?’. To be cited, your agency must be described clearly and consistently everywhere: website, Google profile, directories and local press articles. Factual content (seller’s guides, FAQs, market data) and structured data increase your chances of appearing. That’s the purpose of GEO, visibility in AI search.

7. Content that answers sellers’ questions

What are the costs of selling a property? How long does a sale take? Should you renovate before selling? How does property gains tax work in your canton? A blog or seller’s guide that answers these questions attracts owners who are still thinking it over, long before they contact an agency.

8. Forms that comply with the nFADP

Since September 2023, the new Swiss Federal Act on Data Protection (nFADP) has applied. Your valuation and contact forms collect personal data: a clear privacy policy, explicit consent, secure hosting and transparency about tracking tools are essential, and they also build trust.

Frequently asked questions

Should my website display all my listings?

Ideally yes, through a sync with your property management software or simple entry in WordPress. This keeps visitors on your website rather than sending them to a portal where they will also see your competitors.

How long does it take for a property website to rank on Google?

The first results on precise local searches often appear within a few months. The most competitive queries require regular work over six to twelve months.

Do I need a separate website for sales and lettings?

No. A single well-structured website, with separate journeys for sellers, buyers and tenants, is more effective and easier to optimise.

A website that works to win you instructions

At 360 Web Agency, we design property websites built to attract sellers: online valuation, local pages, SEO, Google profile and visibility in AI search. Discover our website for estate agents offer or contact us to talk it through.