The design of an apartment website absolutely matters—but too often, it becomes a trap.
Flashy aesthetics distract from the website’s true purpose: driving qualified leads and signed leases.
Great apartment website design isn’t about looking cooler than competitors. It’s about reducing friction in the leasing journey so renters can find what they need to convert faster.
These are the three pillars of effective apartment website design:
1. Mobile-first experience.
An apartment website's design must be mobile-first. And that's not just a recommendation—mobile-friendly apartment website are what renters demand.
75% of renters use their phones to search for apartments, which puts more of an emphasis on the performance of mobile versions of apartment websites.
Too often, design effort is focused on the desktop version while the mobile version is neglected. That leads to mismatches in user experience that can drastically hurt conversions.
The desktop site may look beautiful—but the mobile version might frustrate users with:
- Pop-ups that are hard to close
- Image sliders that break
- A chatbot that covers a third of the screen
A mobile-first design uses a minimalist, thumb-friendly interface—with white space, legible fonts, and clearly organized content—that's easier for renters to scan and navigate. Plus, a cleaner design adapts better between desktop and mobile.
2. Visual consistency and authenticity.
For branding, the community's logo, colors, and typography across the entire site should be consistent. Even within a templated design, consistency creates a memorable, professional, and distinct feel.
But more important than consistency is authenticity.
Renters want (and deserve) to see what an apartment community actually looks like. Over-polished visuals that hide imperfections create false expectations—ones that fall apart during in-person tours and damage leasing.
A key part of building renters' trust is using real, recent photos and videos on the website that reflect what prospects will actually see when they visit.
3. Drive conversions.
Apartment websites aren't just a digital billboard—they serve as guides to help renters take action.
Good design helps guide renters from curiosity to commitment by making the next steps obvious and easy.
Design elements that build leasing momentum include:
- Clear, floorplan-specific pages with details
- Visible pricing and availability
- Transparent fees and policies
- Recurring CTAs like "Schedule a Tour" or "Apply Now" placed throughout
A conversion-friendly design will always outperform the most visually appealing website.
Conclusion
Apartment websites should attract renters. But their design should be less about flair, and more about making it easier for renters to find what they need.
That's the blueprint RentVision's Community Websites follow to help pre-qualify and convert leads faster than ever. Want to see how they do it? Schedule a demo to learn more.