Every agency looks alike
Stock photos, long service lists and a form at the bottom. Nothing told a landlord why this team was different.
Property tech · London
From "who are you?" to "get my estimate".
Arlowe Baxter runs short-let management for London landlords. We redesigned the website in Figma and rebuilt it in Webflow in under a month, turning a service people need to trust with their home into a site that feels calm, premium and easy to say yes to.
- Client
- Arlowe Baxter
- Scope
- Website redesign, Figma, Webflow build
- Timeline
- Under 1 month
- Live site
- arlowebaxter.com ↗
The challenge
Handing over your home takes a lot of trust.
Landlords choosing a short-let manager are handing a stranger their property, their guests and their income. Most agency sites in this space look the same: stock photos, long lists of services and a contact form at the very bottom.
Arlowe Baxter needed a site that earns trust in seconds, shows the money before the small print, and gets a landlord to the first step, a free income estimate, before anyone picks up the phone.
- Put the estimate in the first screen, not the last
- Lead with results landlords care about
- Feel like a design studio, not a call centre
The money was hidden
Landlords care about income first, but the numbers sat deep in the page or behind a call.
The lead came last
The first real action was at the very end. Most visitors never got that far.
How we worked
Under a month, from Figma to live.
A tight timeline meant clear steps and quick decisions. Each stage ended with something the client could review and approve.
Discovery
What landlords worry about
We mapped what owners fear when handing over a home, and how London short-let competitors present themselves.
- Owner questions and fears
- Competitor review
- Key figures to feature
Structure
Estimate first, then reasons
We moved the income estimate to the first screen and ordered every section as an answer to a landlord question.
- New page structure
- Estimate-first hero
- Calls to action per section
Design
Warm, editorial, premium
Stone and sage tones, generous photography and a friendly typeface, designed for desktop and mobile in Figma.
- Desktop and mobile in Figma
- Results and fee blocks
- Owner dashboard section
Build
Webflow, ready to edit
Rebuilt in Webflow with the estimate form, reusable components and a branded loader, then tested on real phones.
- Webflow build
- Estimate form setup
- Responsive QA
The proof we put up front
£0M+Revenue earned for hostsArlowe Baxter portfolio
0%Average occupancy rateAcross managed homes
0k+Nights managedAnd counting
up to 0%More income than long letsThe headline promise
The idea
Sell the outcome, not the service list.
Every section answers one landlord question: how much more will I earn, who looks after my guests, and how do I keep an eye on it. The service list comes after the reason to care.
Hero
An estimate in the first five seconds.
A bright, lived-in home on video, one bold promise and an address-plus-bedrooms form right in the hero. The landlord's first click is the start of a lead, not a scroll to the footer.
Services
Three promises, one fee.
Listing optimisation, guest experience and property care grouped into three clear blocks, with the performance-based fee shown openly beside them. No hunting for the price.
Transparency
Show the dashboard, not just say "reporting".
Owners worry about losing sight of their property. The site shows the owner app in context, with occupancy, cleaning, maintenance, reviews and earnings named as chips you can scan in a glance.
Process
Three steps to hands-off income.
Estimate, onboarding and live performance laid out as one calm path, so the next step is always obvious and every section ends with the same clear call to action.
Look and feel
Warm, editorial, interior-magazine calm.
Soft stone and sage tones, generous photography and a friendly geometric typeface. It feels closer to an interior studio than a lettings agency, which is exactly the point for owners of nice homes.
Key decisions
The choices that made the site sell.
Where does the lead form go?
The usual answer
On a contact page, linked from the footer.
What we did
Address and bedrooms in the hero, so the first click starts an estimate.
How do you talk about fees?
The usual answer
Keep them for the sales call.
What we did
Show the performance-based fee openly, right beside the services.
How do you show reporting?
The usual answer
A bullet point that says "monthly reports".
What we did
Show the owner dashboard itself, with occupancy, cleaning and earnings at a glance.
What should it feel like?
The usual answer
A corporate lettings agency in blue.
What we did
An interior magazine: calm, warm and made for owners of nice homes.
The result
A site that sells before anyone calls.
< 1 monthfrom first Figma frame to the live Webflow site
Estimate firstthe lead form lives in the first screen, on desktop and mobile
Editablebuilt in Webflow so the team updates content without a developer
Mobile readythe full estimate flow works one-handed on a phone
What Arlowe Baxter
walked away with
- A redesigned website in Figma
- A live Webflow site in under a month
- An estimate form in the first screen
- Results and fee sections
- Mobile layouts for every page
- Components the team edits itself
Your project next