Have you ever wondered what features help apartment websites to boost conversions? There are so many things that take an apartment website from good to great. More importantly, you want to take every prospect from being slightly interested to fully converting. With so many different websites out there, it’s essential to provide a unique experience with endless opportunities to gain more leases. Plus, there is a science to a user-friendly apartment website that generates high-quality leads.
While it’s easy to want to stay up with constant design trends, what’s more important is designing a website that will give you the results you’re looking for. We’ve found that the best results come from user-friendly design features. You want your apartment website to be built in a way that caters to a user’s needs and preferences. When they get what they need, it will increase your conversion rate. It’s important to understand user intent when they visit your site and to make sure your website helps them get the information they need and accomplish what they set out to do. Increase your website engagement by implementing strategies proven to keep people on your website!
We can help you make sure your apartment website does just that with these top 12 features.
1 – Easy Navigation
Having easy navigation on apartment websites is super important when you want to increase conversion rates. Think about it – when people visit a website, they want to find stuff fast and without any headaches. If a website is complicated and confusing to get around, visitors get frustrated and move on. That means missed opportunities for conversions! But when apartment websites have easy navigation, with clear menus, organized info, and logical pathways, it’s smooth sailing for your prospects. Visitors can easily find what they’re looking for – like apartment details, amenities, prices, and how to get in touch. No hassle, no fuss. And that leads to happy visitors who stick around longer, explore more, and are more likely to take action, whether it’s scheduling a tour or reaching out to the leasing office.
Don’t let your future residents get off on the wrong foot with an apartment website that is difficult to navigate. From your main navigational menu to the functionality of each page, it’s important that it’s an easy experience.
2 – High-Quality Images of the Building and Property
One of the most common issues that apartment websites have is not using quality images or not loading them properly to your website. The way that photos and videos are displayed on your website can quickly hinder or help a prospect’s journey through every page.
High-quality images of your apartment features play an important role in conversion rate optimization on rental websites. Let’s face it, when potential renters are browsing online, the visuals are what catch their attention first. Blurry, low-resolution images won’t cut it. If the images on a website are blurry, poorly lit, or unappealing, it can leave a negative impression and turn visitors away.
On the other hand, when your apartment websites feature high-quality images that showcase the apartments, common areas, and amenities in their best light, it’s easy to fall in love with your properties. These images create a positive and lasting impression, instantly grabbing the attention of visitors and sparking their interest. They can visualize themselves living in the space, imagining the lifestyle it offers.
High-quality images build trust and credibility, showcasing the professionalism and attention to detail of your apartment staff. They make potential renters want to learn more by showing your sense of pride and care in your community. When you have professional visuals that accurately represent the apartments, you increase engagement, encourage further exploration, and ultimately drive conversions because your potential renters are more likely to take the next step in the rental process. Don’t let bad visual content be the reason that someone doesn’t want to give your property a chance. Enhance your visuals and increase the conversion rate.
3 – Site Speed
There isn’t a faster way to turn prospects away than to have a slow website. Apartment websites that don’t have an optimized site speed will not increase their conversions. With a slow loading speed comes more and more prospects that leave your website and don’t return because of how inconvenient it is to use.
Picture this: you’re browsing online, looking for the perfect place to live. But if a website takes forever to load, you’ll probably hit that “back” button quicker than you can say “no thanks.” Slow-loading websites are a major turnoff for visitors because of how frustrating they are to use. On the other hand, when your rental website loads lightning fast, it provides a seamless and enjoyable browsing experience, keeping visitors engaged and eager to keep exploring. Quick-loading pages create a sense of reliability that helps potential renters have confidence in you.
They can easily browse through apartment listings, check out amenities, and find the information they need without any delays. By optimizing your site speed, your rental websites will reduce bounce rates and keep visitors on board, increasing the chances of conversions. After all, if the website performs well, potential renters are more likely to stick around, book a tour, or take that next step towards becoming a resident.
4 – Quick Apartment Application Feature
Your prospects don’t want to spend a lot of time looking for where to apply. If your application process is too complicated, your future residents won’t want to move forward. A seamless application process helps prospects feel confident about moving to the next level. Think about your multifamily prospect journey and what steps they will take to apply. The easier it is, the more they will feel that your community is ready for them, too! Apartment websites boost conversions with a quick and easy application process. Stand out from other apartments in your local housing industry by featuring an accessible application and quick response.
5 – Accurate Information
It can be incredibly discouraging when you are looking for certain pieces of information on an apartment website, only to be left with incorrect offerings or availability. One of your main priorities should be to always keep your multifamily website up to date. First, you will want to ensure that basic information on your websites like the location, amenities, and details are correct. From here, you will want to make sure that your available floor plans and unit rentals are always clear. Last, don’t forget to update or remove specials or seasonal promotions.
Potential renters are on the lookout for reliable and trustworthy sources. When your website provides accurate information about apartment details, pricing, availability, amenities, and lease terms, it builds credibility and helps them trust you. Visitors can make informed decisions without any second-guessing. Accurate information helps them see your commitment to transparency and professionalism, making them feel confident in their choice. It eliminates any surprises or disappointments down the road, because your renters have a clear understanding of what they’re getting into when they choose your rental housing. By providing accurate information, your apartment website attracts more serious inquiries and more motivated renters.
6 – Mobile-Friendly Apartment Website
Now more than ever, your future residents are using their mobile devices to scroll through your community’s website. It’s even fair to say that most prospects are using their mobile devices to apply for and sign leasing documents. That’s why having a mobile-friendly apartment website is a game-changer when it comes to conversion optimization.
In this day and age, everyone’s glued to their smartphones, and potential renters are no exception. When your website is optimized for mobile devices, visitors can easily access your website on their smartphones or tablets, browse through apartment listings, explore amenities, and gather the information they need while on the go. A mobile apartment website ensures a seamless and enjoyable user experience, with smooth navigation, legible text, and properly scaled images. It eliminates the frustration of zooming in and out or struggling with tiny buttons.
By understanding and catering to your mobile-savvy audience, your rental website expands its reach and engages a larger pool of potential renters. Responsive design that easily fits either desktop or mobile screens, is how the best apartment websites up their game and reach the most potential customers. Mobile-friendliness not only improves user satisfaction but also increases the likelihood of conversions as visitors can conveniently take action, such as scheduling tours or submitting inquiries, directly from their mobile devices.
Don’t miss out on the conversion potential of the mobile crowd – make your rental site mobile-friendly and watch those conversion rates soar. Consider the ways that you can make the entire process more friendly for all mobile devices so that everyone has the best experience regardless of what they’re using. Mobile-friendly features will help all apartment websites to increase conversion rates!
7 – Modern Website Design
With more modern website designs on the rise, it’s important that your apartment website design is up to date. Many properties miss the mark by not ever updating their brand. You don’t want your website to look like it was built in 1995. Gen-Z renters specifically are looking for new and innovative designs that are eye-catching and stand out from the rest.
A clean, modern design shows your customers that you care about your brand and your image and it makes them feel that you care about them and their impression, too. If it seems like you aren’t keeping your site up-to-date, it looks like you aren’t keeping your apartments up-to-date either. So make your site look good and show off all the modern improvements you’re making both online and in the community.
8 – Use Of Content and a Blog
When it comes to your apartment website, content is the most powerful tool that you want to leverage. It’s the key to your digital marketing strategy! When you create well-crafted and informative content, it can capture the attention of potential renters, keep them engaged, and ultimately convince them to take action. You answer the questions your audience arrives with and address their needs when you provide relevant and valuable information about your apartments, amenities, neighborhood, and leasing process.
Quality page content showcases your expertise and professionalism, building trust and credibility. When visitors find reliable and helpful information, they are more likely to stick around, explore further, and take that desired action, like scheduling a tour or getting in touch. Content becomes a persuasive tool, effectively communicating the unique value of your apartments and getting you a good conversion rate.
Having a blog on your apartment website takes your content to the next level. It’s like having a friendly and informative neighbor that potential renters can rely on. Regularly publishing engaging blog posts about apartment living tips, decor inspiration, local events, and neighborhood guides adds even more value to your website. Blogging on an apartment website not only attracts organic traffic from search engines but also shows you are a trusted source of information. When visitors come across helpful and insightful blog content, they develop a sense of trust and familiarity with your brand. They are more likely to dive deeper into your rental listings, explore your apartments, and ultimately make the decision to become renters.
A well-maintained blog can be a platform for you to establish your expertise, nurture relationships with potential renters, and increase the opportunity for lease conversions. So, by consistently delivering quality content, you can effectively drive engagement, build trust, and increase conversions on your apartment website.
On top of that, don’t let misspelled words or the wrong verbiage be the reason that someone doesn’t want to continue through the application process. Regular content checks and updates will ensure that your site is always evolving to be the best that it can be.
9 – Adequate Details
Finding a new place to live is a big life change and often means quite the transition for your future residents. Moving can require a lot of personal effort, so prospects want to know that they’re moving forward with all of the information that they need. Avoid not including details about your community, neighborhood, and offerings. Mention each product or service you offer and help them see why your property is a cut above the rest. Show off everything that you have to give to your future tenants!
Provide social proof by adding reviews from current and former residents to your landing pages. Potential customers will want to know how tenants actually feel about living at your property. You want them to trust you and hearing from other’s first hand experience is a great way to do that. You’ll get a better conversion rate when you take the time to share reviews and testimonials from happy residents. Plus, each review gives a little more detail and a little more insight into life at your property.
Better all of the content on your multifamily website and be thorough. Don’t let any potential customer leave wondering if there was more to the property. You don’t want them to move on to other apartment sites simply because they didn’t find something they were looking for that you do already have. That’s a big missed opportunity.
Think about what your apartment community has to offer as well as what you would look for in an apartment home. Highlight the most important things. Pay attention to what potential tenants and renters have shown the most interest in in the past and make sure those features are easy to find. Make your apartment website the best it can be by giving as much information as you can to prospective renters searching online.
Wanna make it even better? Add a live chat feature to your site! This lets your prospects contact you easily to get any missing details and answer any questions they have that they didn’t find on your site.
10 – Avoid Keyword Mistakes
Having good SEO and avoiding keyword mistakes on your apartment website is one of the best ways to increase website conversion rates. Here’s the deal: when people are searching for apartments online, they usually rely on search engines to find their dream home. That’s where SEO comes into play. By optimizing your website with relevant keywords and following search marketing best practices, you increase your chances of showing up in search engine results. And you know what that means? More eyes on your apartments and more traffic to your website.
But here’s the catch: don’t go overboard with keywords. If your website is designed to be SEO friendly, you need to be cautious that keyword stuffing isn’t occurring. SEO for apartment websites needs to be done correctly and by the right team. The wrong SEO methods can easily lead to keyword stuffing, where the same words and phrases appear too many times in your content. Search engines are pretty smart these days and can recognize when content isn’t genuine or helpful. Keyword stuffing can result in ranking lower on search engines which is the opposite of what you want. So, focus on using keywords naturally and strategically within your content.
When you’ve got good SEO and steer clear of keyword mistakes, you’re not just making search engines happy, you’re also making your visitors happy. A well-optimized website means people can easily find the info they’re after, navigate through your pages without any hassle, and have a pleasant experience overall. This builds trust and credibility, which in turn increases the chances of conversions. Plus, when you rank higher in search engine results, you attract more qualified traffic—folks who are actively searching for apartments like yours. And guess what? They’re more likely to convert into actual tenants.
Nailing SEO and avoiding keyword blunders is a surefire way to improve conversions on your apartment website. It gets your apartments seen, improves the user experience, and brings in more qualified leads. So, don’t sleep on SEO—it’s your ticket to turning potential renters into happy residents.
11 – Call To Action for Potential Tenants
It is impossible to gain more leasing conversions if you don’t have calls to action placed throughout your site. A call to action gives prospects the next step that they need to take in the leasing process. Perhaps you’re inviting your web traffic to schedule a tour, view a virtual tour, or apply online. Regardless of what action you want people to take, it’s essential to guide them to the next step.
Make sure you have a call to action (or two!) on each page. Most pages do better when there is more than one and when they are in several locations on the page. Make it easy for your prospects to reach out, contact you, schedule a tour, or apply for an apartment. You want each call to action to be clear and compelling. Show them what the best next step is by giving them a chance to engage with each of your calls to action.
12 – Organized Marketing Content
Does your apartment website have too much going on? Is it difficult to navigate or to know where to look for information? It’s likely that you might have too many pictures, videos, and words working against you. More content doesn’t always mean better content. Don’t forget the importance of keeping your website clear and precise. In order for your apartment website to increase the conversion rate, you need professionally organized content.
When visitors land on your website, they expect a seamless and intuitive browsing experience. Having well-structured and organized content makes it easy for them to find the information they need without any frustration or confusion. By categorizing and arranging your content in a logical way, like using clear menus, intuitive navigation, and informative headings, you guide visitors through your website effortlessly. This improves their overall user experience, keeps them engaged, and encourages them to explore more.
When potential customers can quickly locate details about your apartments, amenities, pricing, and leasing process, they are more likely to feel confident and informed, which increases the likelihood of conversions. So, don’t underestimate the power of organized content—it’s the key to a smooth user journey and higher conversion rates on your apartment website.
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This post was written by Isabella Housel
Isabella Housel is a passionate and versatile professional writer with a deep love for words and a commitment to crafting compelling content that engages, informs, and inspires. With many years of experience in the industry, she has honed her skills across various genres, from creative storytelling to informative articles and technical documentation.