Websites can be daunting. For many multifamily properties, the line between beautiful design and functionality seems to be a hard one to balance. We’re here to simplify it for you.
Let’s talk about the five keys to multifamily web design:
1. Responsive Design
Nearly 40 percent of websites are now viewed on mobile devices. Responsive design means that your site will adjust to different screen sizes. Developers add screen size breaks where the designs shift, restack, and change to suit the corresponding screen. For example, many mobile sites have a navigation button instead of a navigation bar to allow more space for content.
It’s important for your layout to be responsive on all types of devices. Whether you work with an agency or develop your website in-house, your site should include a lead-optimized and mobile-responsive design that is guaranteed to enhance the user experience.
The bottom line: Be sure to ask your agency or web development team what their plans are for creating responsive layouts.
2. Featured Photos
Making your resident feel at ease is essential to landing the lease. Designers use images to make the user feel comfortable. The pictures should help your resident envision their life at your multifamily property. The images should be of high quality and have people interacting with your space. This will help your prospect relate better to your property.
Photos help change property features from facts into personal benefits for the prospective resident. People relate to experiences, not data, and photography portrays experiences in a most relatable manner. People see themselves living at your property.
The bottom line: Be sure to prioritize creating sections for high-quality photography throughout your multifamily web design, such as large display areas, to create an engaging and aesthetically pleasing experience for your prospective and current residents.
3. Well-Structured Hierarchy
Hierarchy helps a user digest a page from general to specific information. Multifamily web developers create hierarchy through tools such as website navigation, font size, and spacing. Successful hierarchy guides the user to their desired information through intuitive categories.
Your multifamily web design team should focus on creating clean lines, contemporary design, clear subheadings, and consistent menus to make it easy for residents to navigate and receive the information they need to make a purchasing decision.
The bottom line: A leasing site should have a consistent menu on every page. Any link that breaks the structure should open in a separate window. This ensures a clear path to each page and an easy way to go back. It also keeps a consistent brand.
The primary goal of your site should be to provide the necessary information for your potential resident to help them make an educated leasing decision. This means creating a specific buyer persona and content to satisfy their needs. This marketing approach brings potential residents to your site and gives you an opportunity to gain leads.
The bottom line: Relevant, updated content is the best way to help your SEO and increase your Google rankings.
5. Balance Design With Marketing
Building a multifamily website that serves as a functional extension of your property requires a balance between design that pleases aesthetically, while still servicing the user’s needs. Consider the following questions:
- Are things easy to find?
- Does the content make sense?
- Are there places to capture leads?
- Is the website optimized as a marketing tool?
- Are there ways for leads to find what they want and progress down the marketing funnel?
- Are sales getting the information they need?
A website without these components is no more than a glorified digital brochure. These components without a website? Useless.
Your multifamily web design should focus on SEO from the ground up, with best practices in place to improve search rankings. Plus, a tracking system should be built into the site to monitor traffic and conversions.
The bottom line: To turn visitors to leads, be sure you find a balance between your design and functionality so you aren’t just operating marketing components instead of a full marketing funnel.