Turning More Visitors Into Clients
Redesigning Properly’s Homepage to help short-term rental pros convert more visitors with clear UX, focused design, and smart storytelling.
Case Study
From market research to campaign strategy—designing the full system to scale PMS partner lead generation.
About Properly
Properly is a B2B SaaS platform that helps short-term rental owners and managers automate turnover cleanings, schedule tasks, and ensure quality through visual checklists and remote inspections
The Problem
Despite a strong product, the lead pipeline from PMS (Property Management Software) partners was weak: only 0–3 qualified leads per PMS every 2 weeks.
Our clients didn’t understand the core value, felt unsure what Properly did, and didn’t see proof of reliability.
Project Goal
To develop a full-funnel sales lead generation campaign, including strategy, visuals, and execution — with the goal to: Increase qualified leads from 0–3 to 15–20 per PMS every 2 weeks.
Target audience
STR property managers
Airbnb cohosts
Cleaning companies
My Role & Responsibilities
Audit & Strategy
Defined the core value proposition
Audited existing content and collaborated with the marketing lead to define clear, outcome-driven messaging that resonates with STR professionals.
UX Research & Wireframes
Analyzed user feedback and benchmarked 4 competitors (TurnoBNB, Hostaway, Hostfully, Guesty) to identify positioning blind spots and improve Properly’s clarity. Designed CTA-first wireframes to improve clarity and build trust.
UI
Design
Redesigned Properly’s landing section in Figma to align with its new brand colors (#2A999F), included real app screenshots, brand-aligned visuals, and sticky navigation—fully responsive and mobile-first.
Collaboration
& Delivery
Worked cross-functionally to bring it to life
Partnered with Product, Marketing, and Engineering to iterate quickly, ensure consistency with KPIs, and deliver final assets for implementation.
Process & Strategy
1. Understanding the Challenge
Why aren’t qualified leads coming in?
Kicked off with a cross-functional review of Properly’s lead funnel. Combined user feedback, product walkthroughs, and competitor benchmarking to surface clarity gaps, weak CTAs, and trust blockers on the homepage.
2. Strategic Repositioning
Reframing value through structure and story
Partnered with marketing to reshape the homepage narrative. Mapped a new hierarchy that brought product benefits forward, added social proof earlier, and emphasized actions over descriptions.
3. Designing for Decision-Making
Clear visuals. Strong CTAs. No guesswork.
Translated strategy into a responsive design system in Figma: real screenshots, sticky CTAs, modular layout, and brand-aligned colors. Each section was crafted to reduce doubt and prompt action.
A clearer story, stronger visuals, and a layout built to turn visits into qualified leads.
Final Design: From Confusion to Conversion
1. Header Redesign
Before
The original header wasn’t effective for converting PMS professionals into leads:
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The headline (“Simple”) was vague and didn’t communicate what Properly actually offers
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No clear audience targeting — it was unclear if the product was for owners, cleaners, or managers
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The hero image didn’t showcase any features or value of the platform
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The color scheme (#0B5668) was inconsistent with the updated app branding
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Multiple CTAs made the user path unclear and reduced focus
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After
The redesigned header speaks directly to the right audience and supports the lead generation goal:
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Headline: “Streamline Your Property Management” clearly addresses the user's need
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Subheadline: Introduces real benefits — automation, standardization, and fewer errors
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Clear targeting: Mentions “B2B SaaS for STR Managers” to attract high-intent users
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Visuals: Show a real feature of the app to build trust and explain value instantly
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CTA: A single, focused “Book Your Free Demo” button directs users toward conversion
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Visual identity: Uses Properly’s new brand color (#2A999F) to match the product and unify the experience
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2. Our Services
Before
The content existed, but design and messaging didn't support comprehension or trust.
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Overloaded with dense paragraphs and weak visual structure.
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No real product screenshots, only stock-style images of people.
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Typographic inconsistency made it hard to differentiate feature titles, subtitles, and descriptions.
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Repetitive low-impact CTAs ("Learn More") lacked clarity on next steps.
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Visually monotonous layout made all features feel the same in priority.
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After
Reframed to highlight real features, benefits, and usability—while making it easier to scan and act.
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Created a modular, benefits-first layout with three side-by-side feature cards.
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Used real product screenshots for each core feature to improve trust and clarity.
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Added clear, specific feature titles ("Automated Scheduling", "Photo Checklists", "Real-Time Inspections").
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Wrote short, outcome-driven descriptions to show value at a glance.
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Strengthened visual hierarchy with clear headings, padding, and scan-friendly formatting.
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Added purposeful CTAs aligned with user interest.
3. Building Trust & Social Proof
Before
Clients weren’t convinced of Properly’s impact — the original testimonials felt vague, impersonal, and lacked credibility.
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Quotes were generic and unmemorable
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No names, faces, or company roles to build trust
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No specific outcomes or metrics mentioned
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Layout used a slider that hid valuable proof
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Weak connection between testimonials and conversion CTA
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After
We added real results and real people — transforming testimonials into powerful trust signals that reduce hesitation and drive demo sign-ups.
Included specific, quantifiable outcomes (e.g., “save 10+ hours/week”)
Added client photos, full names, and roles for authenticity
Highlighted hard metrics (80% fewer complaints, 90% retention)
Displayed testimonials side-by-side for better scanning
Placed strong CTA ("Book Your Free Demo") right below to capture interest
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4. Upsell Mobile App
After
We introduced a dedicated mobile callout to highlight app value, build trust, and increase installs across platforms.
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Hero image with real app UI to build credibility
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Clear benefit-driven headline and subtext (e.g., “Reduce guest issues by 80%”)
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CTA encouraging 30-day free app trial
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Direct download links for iOS & Android to remove friction
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Before
We saw an opportunity to drive mobile adoption—but the homepage made no mention of the Properly app. Visitors were unaware they could manage operations directly from their phone.
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No visual or textual mention of the mobile app or its benefits
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Missed chance to convert mobile-first users and younger professionals
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Weak connection between desktop features and app capabilities
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Strategy, Impact, Insights, Roadmap
Outcome & Learnings
Project Timeline
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Strategy and design approved by Marketing & Product
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Delivered full redesign assets and documentation
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Launch scheduled for Q3
Projected Outcomes
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Increase from 0–3 → 15–20 qualified leads / PMS / bi-weekly
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Higher engagement from new trial users
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Smoother partner outreach with scalable assets
What I Learned
This project challenged me to balance storytelling, conversion goals, and scalable design systems—while collaborating cross-functionally from start to finish.
Final Note
Like many early-stage startup projects, this redesign was deprioritized due to shifting business needs—however, the full design was delivered to engineers and is ready for implementation when the timing aligns.