The pages you do not have

Type "offices to let Derby" into Google, then look at your own website and work out which page of it was written to answer that phrase. For most firms the answer is none.

You have a homepage saying who you are, an about page, a contact page, and a listings feed pulled out of your property software. Not one of those pages is about offices, and not one of them is about Derby. So when somebody types the two together, Google has nothing of yours to put in front of them and shows somebody else's page instead. Usually a portal. Sometimes a competitor who bothered.

The searches you are already losing

Spend ten minutes writing down the phrases your enquiries actually arrive with, in the words people use at half past nine on a Tuesday. Awkward spellings and all.

"industrial units Burton on Trent." That wants a page with exactly that heading, showing every industrial unit you have or manage in Burton, with sizes in square feet, eaves height, yard and parking. It also needs to work when you have none available: a plain line saying so, and a form to be told when one comes up. An empty page still earns its place.

"office to rent Derby city centre under 1,000 sq ft." A long phrase, typed by somebody who already knows what they want. One page about small offices in Derby will do more for you than any amount of homepage copy about your commitment to service.

"commercial property management fees." Whoever typed that owns buildings and is quietly comparing agents. It deserves a page explaining what your management service covers, how you charge, what the tenant deals with directly, and what sits outside the fee.

"what does a schedule of dilapidations cover." A question your surveyor answers on the phone most weeks. Written down once, in your own words, it goes on working while you are out on site.

Those four examples come out of three different kinds of page. There are service pages for the things you do, and use-class pages for offices, industrial, retail and land. Then there are town pages, one for each place you genuinely cover. Cross a use class with a town and you get a page worth having: industrial in Burton, offices in Derby. Cross them past the point you can honestly serve and you get thin pages nobody believes, so stop at the towns where you have done deals.

What one of those pages actually contains

Six things, and a paragraph about your commitment to service is not one of them. A heading that matches the phrase word for word. Under it, what you have available right now, pulled live from your listings rather than typed in by hand. Say the size range you usually deal in. Rent guidance too, if you are willing to publish it. Name the two or three estates or streets people mean when they say that town. Put a person on the page with a direct number, so a caller gets a surveyor rather than a switchboard. Then a short form for the ones who are early, because plenty of people start looking months before they need to move.

The page also has to be one you can change yourself on a Thursday afternoon. Firms that cannot edit their own site never build these pages, because every one of them becomes a job for somebody else. If that sounds familiar, that problem comes first.

The results page has changed, so specificity matters more

SparkToro's figures, reported by Search Engine Land in 2026, put 68.01% of Google searches between January and April 2026 as ending without a click on anything. Where an AI Overview appears above the results, click-through on the links below it falls from 1.76% to 0.61%. That is a drop of roughly 65%. Searches carrying local intent, the "near me" sort, run as high as 78% zero-click in the same 2026 data.

Read plainly, that is a warning about broad, answerable questions. If someone asks what an EPC is, they get the answer on the results page and go no further. Nobody wins that click, including the portals.

What still produces a click is the search where somebody has to see the actual thing. Nobody lets a 4,000 sq ft unit off a summary paragraph. They want the photographs, the floor plan, the eaves height and a number to ring. Hold no page for that phrase and you are out of the running for the clicks that remain, and out of the running as the source anything on that results page can quote. Rightmove and Zoopla stay where they are, and so do their fees. This is about the enquiries that arrive without going through a portal at all.

The deals archive earns twice

Most firms close deals all year round and keep no public record of any of them. The file gets closed and the work disappears.

Give every completed letting, sale or acquisition a short entry. Address or approximate location, use class, size, month completed, and two sentences on what was involved. Where a client would rather not be named, "a private landlord in Ashbourne" does the job.

For a prospect, that archive is the only proof that matters. A landlord deciding whether to instruct you is asking one question: have you let something this size in this town before. A list of twenty completed deals answers it in a way no promise on a homepage can. The entry noting that a vacant unit was let inside 31 days lands harder than any adjective, because every one of those weeks had a cost.

Those entries are also the only content that writes itself out of work you have already done. Each one carries a town name, a property type, a size and a date. Twenty across a year is twenty small pages, every one of them true, and every one of them carrying the name of a town you want to be found in. Ten minutes per deal at the point the file closes, while the detail is still in your head.

Where to start

Take your last twenty enquiries out of the inbox and write down the town and the property type for each. Build pages for the five combinations that come up most, then add the archive and keep it going forward. Backfill last year's completions when a quiet week turns up.

Send us your five most common enquiry phrases and the towns behind them. We will come back with the pages your firm is missing and what building them comes to.