Most websites are under utilized and are simply taking up room on a server collecting internet dust.
We have seen this time and time again, poorly built, not only from an aesthetic perspective, but more importantly the SEO is dragging down your performance. If your website is hidden, so are your leads.
Long gone are the days where setting up a website with a few keywords would cut it. There is far too much competition and Google’s algorithm is like a toddler that will have a meltdown over every small change if not done correctly.
We like to say that your website is your best salesman working 24/7 for you, so you might as well get it set up correctly right from the start.
We are going to break down 9 impactful website features that will convert visitors into clients. If you don’t want to do it yourself, we are here to help build you a stunning site.
Let’s get started:
1. Slow Website Performance = Poor Results
Your website’s performance matters just as much as the way it looks, poor performance and loading speeds are directly related to poor results.
The harsh reality is that attention spans are dwindling, so if your website is taking longer than 3 seconds to load you are probably losing leads.
First, Google’s Core Web Vitals are designed to measure and improve a user’s real world experience while on your website. Don’t forget about engagement as well, website’s with good scores are more likely to keep users engaged and less likely to abandon your pages. Apart from user experience, it’s also important because Google uses these metrics as a ranking signal for search results.
Here are the core web vitals that Google is monitoring:
- Largest Contentful Paint (LCP): Measures the loading performance by tracking the time it takes for the largest content element on the page to become visible.
- Cumulative Layout Shift (CLS): Measures visual stability by tracking how much the page layout shifts unexpectedly as it loads, such as images or buttons moving around.
- Interaction to Next Paint (INP): Measures interactivity by tracking the time from when a user initiates an interaction with a page to when the next visual update is displayed.
Next, let’s talk about mobile ranking factors, and these are important because roughly 70% of your leads are finding you through their phones. Your site may seem nice on a laptop, but if your call to action button is not even visible on mobile, leads are going to bounce.
Not sure what a bounce rate is?
Bounce rate is the percentage of users who leave your site after viewing only one page without taking any action, like clicking a link or filling out a form. Below are a few examples of average bounce rates per industry.
Slow loading pages have a high direct impact on bounce rate. Users are expecting quick and instant access to information, whether on mobile or desktop. If a page is taking too long to load, visitors lose patience and leave. You don’t want to neglect this simple fix, especially because of the high value Google places on site speed for user experience.
Not sure where to start? Luckily there are tools now that will directly map out the issues and how to address them. For example, GTmetrix, PageSpeed Insights, or Lighthouse will generate performance scores and give you health ratings of each page on your website. Additionally, they will highlight specific problems, like large images, unoptimized code or slow server response time.
2. Psychology to Optimize Homepage Layout
Psychology plays a major part on how people use and respond to a website.
The way a page looks, the words it uses, and even where buttons are placed all shape how visitors feel and what they do next. When a site feels easy to use and visually clear, people are more comfortable exploring it.
Seeing things like real photos builds trust, and a clear call-to-action gives them a simple next step. This type of web design works well, because it understands people and how they think, what makes them hesitate, and what helps them feel confident enough to take the next step.
A couple of things to help you get started:
- Keep your important CTAs visible above the fold (this is the part they see without scrolling)
- Strategically place your buttons and trust markers
- Stick to a clear hierarchy, what they see first, second, third
3. Strategically Placed Calls to Action
Okay, so you got them to your website. Now what? The goal here is to turn visitors into clients. Once someone is interested, your website needs to make it easy and quick for them to take the next step.
That might be clicking “Get My Free Rental Analysis,” filling out a form, or contacting you directly. Clear calls-to-action, placed where attention naturally goes, help guide users toward those decisions.
Here are a few tips that you can implement to make your CTAs standout:
- Play around with contrasting colors and whitespace to highlight CTAs
- A/B test your button text and placement, even small changes can have impact
- Test different wording to see what draws users: “Submit” vs. “Get My Free Rental Analysis”
If you are still feeling lost, use examples of high quality websites as a guide on how to improve your own. There are so many examples of well built and optimized websites that you can use as a framework.
The opposite can also be true, seeing a website that needs help, and has little thought for the user experience can set us in the right direction on what not to do. If you want to see some examples of websites begging for help, check out this list.
4. SEO-Optimized Landing Pages
SEO-optimized landing pages are one of the most effective ways to turn online visibility into real, local leads.
When each page is built around a specific city or service area using the right keywords, search engines can match your business to owners specifically looking for property management nearby.
Adding localized content, like neighborhood names, maps, testimonials, and keywords such as “Property Management in San Diego” can help your site rank higher and feel more relevant to local users.
Next, schema markup and your Google Business Profile work hand in hand to help search engines understand your business better. Adding schema tells Google key details like your services, locations, and reviews, which can boost your visibility in local search results.
Complimentary to this, a fully optimized Google Business Profile verifies all of this information which shows consistent contact details, photos, and ratings. Together, this helps you build credibility and trust which is a win for the algorithm and your potential clients.
Lastly, using localized content like real photos, client testimonials, and maps helps your landing pages feel relevant to your local visitors. It also signals to search engines that your business is genuinely part and active in this area and community, improving your local rankings.
These are all simple adjustments that can turn a generic page into something that feels credible and real for your target audience. Don’t overlook your property management SEO.
5. Don’t Overcomplicate your Lead Capture Forms
I don’t know about you, but if I see a list of never ending questions like my mother’s first cousin’s pet’s date of birth, I’m out of there, no matter how much I was initially interested in a product or service. This is a critical point of your lead journey, they are showing very high intent, do not lose them with an overly complicated form. Stick to the most basic and important information you need. Ideally this is roughly 3-5 key fields.
You have a few options when it comes to placement, which can make a big difference on how many people actually fill them out. Putting a form in the hero section which is right at the top of the page is a great option. A sidebar form also keeps it visible as visitors scroll, and a pop-up can catch users who are about to leave. You want the form to feel naturally placed and easy to find, without breaking the browsing experience.
Lastly, offering a lead magnet like a free rental analysis, consultation, or downloadable guide gives visitors a clear reason to share their contact info. You are offering value for your clients that goes beyond just a sale.
Goodjuju Tip: Sometimes when you are asking for personal information in form, have a line or two outlining your privacy statement or include some trust badges and icons. This helps build trust and encourage your visitors to fill in the information you are requesting.
6. Integrate a Live Chat or Chatbot
Live chat and chatbots make your website feel more alive and responsive. Instead of waiting for a call or email, visitors can ask questions right away and get instant answers. That quick interaction often makes the difference between someone leaving or becoming a lead.
Chatbots can handle simple questions automatically, while live chat adds a human touch that builds trust and keeps people engaged. Chatbots can also help you pre-qualify leads, saving you time down the road because you will have higher intent contacts. Not to mention, more and more users are expecting chatbots when visiting a website. Recent data shows that roughly 73% of users expect them.
7. Social Proof that Builds Trust
Social proof helps your new visitors feel confident that your business is reliable and delivers on its promises. You can do this by showcasing reviews, testimonials, and case studies to give potential clients real examples of positive experiences from other property owners. This way, when people see proof that others trust you, they’re much more likely to take the next step themselves. This is one of the simplest, and most powerful ways to turn credibility into conversions.
Quick ways you can do this:
- Display Google reviews, video testimonials, or case studies
- Use logos of trusted associations (NARPM, BBB, IREM)
- Highlight owner success stories
- Collaborate with local businesses to create sponsorship or partnerships
Don’t overthink this part, show genuine positive experiences you have had with your past clients. The more authentic you come across, the quicker potential clients feel like they know you and therefore trust you with their business.
8. Me, Myself and AI: Include Real Photos & Videos
Real photos and videos bring your business to life in a way that stock images never can. Showing your actual team, office, and managed properties helps visitors feel a genuine connection with your brand. It makes your company seem approachable, trustworthy, and established. Also, try adding short videos, like team introductions or quick property tours. This gives people a sense of who you are before they ever pick up the phone.
It can be tempting to rely on AI-generated photos or videos to save time, but this is one area where authenticity matters most. Real images of your team and properties build trust in a way AI can’t.
A few examples you can add to your website:
- Real team photos vs. stock images
- Property walkthrough videos, drone shots, or virtual tours
- Short “About Us” videos that build personal connection
- Example: “Meet the Team” or “A Day in the Life of Our Property Managers”
9. Track and Monitor your Data
Data is the backbone of your website. If you are not tracking it, you are just guessing how visitors are interacting with your site. Tracking even basic metrics like bounce rate, session time, and form submissions gives you a clear picture of user behavior. This data builds up overtime, which can help you see patterns to help you make smarter decisions. For example, which pages to improve to which marketing campaigns bring in the most qualified leads. Long story short, tracking the analytics of your website is crucial, but luckily there are simple tools you can use to get a clear picture of what is working. Tools like Google Analytics
Here is a simple breakdown of a few tools that can help you get started:
- Google Analytics 4: Shows you how people find and use your website.
- Tag Manager: Helps you add or change website tracking tools without touching the code.
- Hotjar: Lets you see where visitors click and scroll so you can understand what confuses or interests them.
- Clarity: Records how people move around your site to show what’s working and what’s frustrating.
Additionally, you can review heatmaps and user flow to take a step further by showing where people move, click, and drop off on your site. It’s like watching how customers walk through a store, helping you see what grabs their attention and what makes them leave. From there, regularly updating and testing your website based on this information keeps things running smoothly, so every change you make is backed by real data.
How to Build a Website That Never Stops Working for You
Your website has the potential to be your hardest-working employee, never sleeps, never calls in sick, and is always ready to bring in new leads. The nine features we’ve covered all work together to transform basic websites into high-performing assets. From fast load times and strategic CTAs to local SEO, live chat, and real team photos, each element helps build trust and guide visitors toward action.
Take a few minutes to look at your own website and see what’s missing. Look at it from the perspective of your potential client. Small improvements can make a big difference in how many property owners reach out.
Need help creating an impactful website for your property management business? We have helped hundreds of property managers across the US build websites that outperform their competitors with real growth.
Our team will review your current website for free, assess how you stack up in your target market, and show you exactly how we can help you stand out. If you don’t have a website yet, we’ll get you started with a fully customized site built around your audience and goals.
Scroll down below to get started.
