A convertible website is one that’s specifically designed to turn visitors into leads or customers by guiding them smoothly toward taking desired actions. In the multifamily industry, this means creating an online experience that encourages prospects to:
- Call the Leasing Office – Featuring a clear, clickable phone number (especially on mobile) so prospects can quickly connect.
- Submit a Contact Form – Providing simple, user-friendly forms that allow visitors to ask questions or request more details without friction. Adding reCAPTCHA helps filter out spam, while qualifying questions (e.g., preferred move-in date, number of bedrooms needed, pet ownership) ensure that leads are more serious and better suited for available units.
- Schedule a Tour – Offering a streamlined process for booking an in-person or virtual tour, often with calendar integration for easy scheduling.
- Apply Online – Creating a direct, intuitive path for submitting rental applications, reducing drop-offs and speeding up the leasing process.
8 Key Elements of a High-Converting Website
1. Instant Clarity & CTA Placement
The moment someone lands on any page, they should immediately know what the property offers and how to take action. This means:
- A headline stating the property’s value, like “Luxury Apartments in [City] with Modern Amenities.”
- A CTA above the fold, such as “Schedule a Tour” or “Apply Now,” so visitors don’t have to scroll to take action.
2. Clear Calls to Action (CTAs) Everywhere
Every page should include easy-to-spot CTAs like “Schedule a Tour,” “Call Now,” or “Apply Online.” CTAs should be placed in the header, footer, sidebars, and even within content sections to capture interest at every stage.
3. Mobile-Friendly Design
Many users browse apartments on their phones, so the site must be responsive and easy to navigate.
Did you know? According to an apartments.com 2024 study “A whopping three-quarters of searches were on mobile devices, such as smartphones and tablets, with only a quarter done on a computer.” *Hint, Hint!! Mobile Design needs to be a top priority!!
4. Fast Load Speed
Slow websites cause drop-offs. Optimized images and streamlined code help keep things quick.
5. Trust Signals
High-quality images, resident testimonials, and virtual tours build credibility and interest.
6. User-Friendly Navigation
Easy-to-find floor plans, pricing, and amenities keep users engaged and reduce frustration.
7. High-Quality Images
High-quality images with people create an emotional connection, build trust, showcase lifestyle appeal, increase time spent on the site, and differentiate your property—ultimately leading to higher conversion rates.
8. Optimized Contact Forms
Implement reCAPTCHA to reduce spam and qualifying questions to improve lead quality, ensuring leasing teams spend time on serious inquiries.
Why a Convertible Website is Crucial for Paid Advertising
When investing in Google Ads, social media ads, or listing services, a high-converting website ensures that paid traffic doesn’t go to waste. If users click on an ad but can’t easily complete an action, the marketing spend is lost. A well-optimized site:
- Maximizes ROI – Ensures ad dollars turn into actual leads and leases.
- Reduces Cost Per Lead – A frictionless experience means more conversions with the same budget.
- Improves Quality Scores (for Google Ads) – A well-performing landing page can lower ad costs and boost rankings.
Using Paid Keywords to Maximize Ad Relevancy
To make the most of paid search campaigns, it’s essential to incorporate high-intent keywords throughout the website. This improves ad relevancy and lowers cost-per-click (CPC) by aligning the website content with what people are searching for. Key strategies include:
- Placing Keywords in Headings & Page Titles – Ensure pages include keywords like “Luxury Apartments in [City],” “Pet-Friendly Apartments Near [Neighborhood],” or “Best Studio Apartments in [City].”
- Optimizing Floor Plan & Amenity Pages – Include phrases like “Spacious 2-Bedroom Apartments for Rent” or “Modern Apartment Amenities in [City].”
- Keyword-Rich CTAs – Instead of just “Schedule a Tour,” use “Schedule a Tour of Our [City] Apartments Today” for better relevance.
Common Mistakes Properties Make
- Landing Pages With No Keyword Relevancy – If a user searches for “Penthouse in Denver, CO” but lands on a page with only general floor plan listings and no mention of penthouses, they’ll likely leave. Similarly, if someone searches for a “Pet-Friendly 3-Bedroom Townhome” and the landing page only shows a general list of all available floor plans, it’s a missed opportunity. A better approach is to have a dedicated section specifically highlighting 3-bedroom townhomes, detailing pet-friendly features, private yards, and other relevant amenities.
- Broken CTAs or Multi-Page Conversions – If users have to click through multiple pages just to get in touch, they’ll get frustrated and leave. CTAs should be clear, functional, and direct, making it as easy as possible for prospects to reach out.
- Slow-Loading Pages – A slow website instantly damages trust, especially for new visitors who have no brand loyalty yet. If the page takes too long to load, they’ll bounce and look elsewhere.
- Not Matching Ad Messaging with Landing Page Content – If an ad promotes a specific feature, like “Luxury High-Rise with Rooftop Pool,” but the landing page makes no mention of it, it creates a disconnect that lowers engagement and conversions.
By aligning website content with paid search ads, the site ranks better in paid campaigns, improves user experience, and increases the likelihood of turning visitors into actual tenants!
Want More Leads, But CTR and Search Terms Look Great—What’s Missing?
When search terms are well-optimized and click-through rates (CTR) are high, having a convertible website is crucial for turning that traffic into actual leases. A strong CTR indicates that the ads are performing well, but if the website doesn’t engage visitors or lead them to take action, valuable ad spend is wasted. If these metrics are looking good, ensure your website follows the high-conversion strategies outlined above to maximize results!
Need help optimizing your paid search strategy?
Digible are multifamily marketing experts, ready to help maximize your advertising efforts. Contact us today!
Sources: https://www.apartments.com/grow/learning-center/2024-renter-search-trends
