Designing a Vacation Rental Website Part 2 | Developing a Brand

First you’ve learned about the available websites to get your rental website started. But what makes your website different from other businesses? Personalized and intentional design choices develop your brand. Other website features also give renters an idea of your business.

Your Website’s Aesthetic

The “Home” Page

Your website reflects your brand through its aesthetic. The “Home” page of your website is what tells your renters about your property. You want to create an aesthetic which reflects your business and brand.

What is the central focus of your “Home” page when travelers get to your website? Consider these options:

• Property image (Unique property features, exterior or interior of property, etc.)
• Photograph of relevant location (Beach, ocean, skyline)
• Special rate/deal with a CTA (Example: $59/night, Book Now!)
• Search bar

What you choose to highlight sets the tone for your website. You’ll want to continue this choice throughout the other website pages. Consistency develops your brand.

The Template

As we mentioned in Part 1 of this post, the template you choose has an impact on your website’s aesthetic.

Does your property offer a sleek and modern apartment? Your website should present the same feeling as the property does. Selecting a neutral, simplistic website template helps develop your elegance-based brand.

Different website templates also highlight different information. Identify your vacation rental selling points. If they’re image based, then choose a template which highlights your professional photos. If you’d rather focus on your property description, make sure your font is legible.

Your Brand: Color & Font Choice

Think back to the first websites that appeared on the internet. Do you remember the neon-colored backgrounds with small white text? What matters with such design choices is that it makes it difficult for the viewer to get the information.

Your font style, spacing, use of images, and layout impact how travelers interact with your property.

Have you identified your target audience? Think about how they would read your website. If you want retired travelers to book your property, how would you design your website? How does this compare if your target audience is millennial travelers?

Every design decision is intentional when developing your website and brand.

Create an “About” Page

We know a property description focuses on the selling features of a property. Unless you have a strong voice as a writer, you may not be able to highlight what you bring to your business.

An “About” page is a great way to explain your management experience and business history. Tailor this page to showcase your personality and your business. This information will become a marketing tool for your brand.

• Images are worth a thousand words. Photographs keep viewers on your page. Use original images for your website. For example:
• Your property – if you own many condo units or homes, showcase the aerial/larger location.
• The local area – the central hub of your town: train stations, local restaurants, etc.
• Famous scenery – famous locations and tourist spots draw travelers for a reason. Use this in your favor.

• A write-up – allows you to showcase extra information.
• The blurb on the history of your rental property
• How you became the owner of the property
• Your experience with vacation rentals
• What you love about your property

Remember that any extra information you include should be relevant. In what ways will this information attract travelers? How will it increase bookings? Is it professional and relevant to your brand?

Your “About” page allows you to express your personality and business experiences. A paragraph or two is a reasonable length. If you’d like to write longer content relating to your experiences, consider starting a blog.

Encourage Interactions

Alongside easy navigation, travelers should find your contact information and social presence. This allows them to reach out if they have more questions. Your availability may result in a booking and lead to positive reviews for your brand.

Including any social media icons or links to blogs continues to promote your brand. The interactions between your business and travelers also expand your website’s visibility. Successful websites use a variety of methods to encourage discussions with their audiences.

Your Completed Rental Website

There are many pieces to designing a website and establishing a brand. This starts as early as the website platform. Adding layers like templates, imagery, fonts, and colors help customize your website. Social icons, “About” pages, and traveler interactions solidify your brand’s presence.

How did you design your rental website? What was the most difficult part? Do you feel you have a clear aesthetic? Share your comments and experiences below.