5 Principles Of Effective Web Design

Using landing pages is a great way to complement your existing digital marketing to make it more efficient, get more quality leads, and save money.

If you are investing any time or money in SEM or SEO, then this article is for you.

If you are sending your non-branded marketing campaigns to your Apartments home page, then this article is especially for you.

What are landing pages?

Landing pages are the first page a user sees when visiting your website from a Google Ad (SEM), search engine result page (SERP), social media post, email campaign, etc.

The goal of a landing page is to convert the user into a lead by providing relevant content from the referring campaign.  

For example, if you are running a Google PPC Ad about “Dog-Friendly Apartments in Midtown,” then you need your PPC landing page to serve the user’s search intent by:

  1. marketing pet-friendly amenities, and
  2. displaying a list of pet-friendly apartments.

Sending your prospects to your apartments home page is not the solution.  They only time you should send prospects to your apartments home page is for your Brand Campaigns.

Click here to learn how to do a Landing Page audit.

When should you use landing pages?

If you do any marketing that generates traffic to your website, you should be using custom Landing Pages for every keyword group in your campaign.  

  • Running a PPC campaign on “Apartments with Electric Car Charging” -- you need a landing page for that.
  • Want to rank on page 1 for “Apartments Near MIT” -- you need a landing page for that.
  • Blasting an email campaign for “Apartments with Garages” -- you need a landing page for that.

If you do not have custom landing pages that are relevant to your campaign, then chances are your campaigns are underperforming or failing altogether.  Which means you could be wasting time and money.  

Click here to learn how to monitor your PPC campaigns.

What is a good apartment landing page solution?

There are many landing page services out there, such as UnBounce or Instapage.  They are great solutions for most businesses, but they are not designed for the multi-family industry.  

The multi-family industry needs landing pages that are:

  • Regional - If prospects are searching for “Pet-Friendly Apartments,”  they expect to see multiple pet-friendly apartments (not one).  For this, you need hyperlocal regional landing pages.
  • Scalable - When apartments are bought or sold, or an apartment starts marketing a new amenity, the landing pages need to be updated near real-time to reflect that change.  Software should work for you, not the other way around.  
  • Integrated - Adding pricing, custom photos, copy is critical to providing a relevant landing page.  Landing pages need to be integrated with a property management system and digital asset management system…...

Click here to see some of the features of a great landing page.

How we can help

For the past 18 months, we have collected marketing data from ____ markets and learned what works and doesn’t work when it comes to landing pages.  With this intelligence, we designed and developed from the ground up the first multi-family landing page solution that works for you.

Contact us to learn how we can help you reduce your marketing spend and free up some of your time.


5 Principles Of Effective Web Design