A letting agent website has one main job: to win landlord instructions. Tenants will mostly find your properties on the big portals, so your own site does not need to compete there. It needs to tell a landlord what you charge, what each level of service includes, how you handle compliance and money, and who they would be dealing with. Tenant information matters, but it belongs further down.
Who is your letting agent website actually for?
Think about where each audience comes from. A tenant searching for a two bed flat is on Rightmove or Zoopla, filtering by price. They land on your site after they have already seen the property, usually to book a viewing or find your phone number.
A landlord is doing something completely different. They are weighing up two or three local agents, or thinking about moving from the one they have. They want to read, compare and work out whether you are worth the fee. That reading happens on your website, not on a portal listing.
So the home page should speak to the landlord. Property search can sit in the navigation, tenant help can have its own section, and neither needs to take the top of the page.
What a landlord wants to see before they ring you
Your fees, in actual numbers
The single most common reason a landlord bounces off an agent's site is that there are no fees on it. They then ring the agent who published theirs, because that conversation starts from a sensible place.
You do not have to publish every variable. Publish the headline: the management percentage, the tenant find fee, and the usual extras such as inventory, check out, renewal and deposit registration. If a figure depends on the property, say so and give a range. Vague beats absent, but numbers beat vague.
What each level of service includes
Most agents offer two or three levels, usually along the lines of tenant find, rent collection and full management. Landlords get these confused constantly, and they assume the cheaper one includes more than it does. Spell it out line by line.
- Who markets the property and where it is advertised
- Who carries out viewings, and whether they are accompanied
- Who runs referencing and Right to Rent checks
- Who draws up the tenancy agreement and registers the deposit
- Who collects rent, and what happens when it does not arrive
- Who arranges gas safety, electrical checks and the EPC
- Who handles repairs, and the spend limit before you ring the landlord
- Who does inspections, and how often
- Who handles the check out, deposit deductions and any dispute
That list on a page, with a tick against each service level, answers more landlord questions than a page of prose. It also makes the price difference between levels look justified instead of arbitrary.
How the money works
When is rent paid out, how is it paid, what statement does the landlord get, and how do they see it. Landlords who have been burned by a previous agent care about this more than they care about your office. Say which client money protection scheme you belong to and which redress scheme you are a member of, because that is the first thing a careful landlord checks.
Compliance is a selling point, not small print
The rules landlords have to meet have grown steadily, and plenty of them have given up trying to keep track. That is your argument for management. A page that sets out the obligations a landlord carries, and which of them you take on, does more selling than any amount of talk about service and passion.
Keep it factual and keep it current. Deposit protection, gas safety records, electrical condition reports, smoke and carbon monoxide alarms, Right to Rent, the correct prescribed information, licensing in the boroughs that require it. Write what applies in your area. If your council runs a selective licensing scheme, a page explaining it will be read by every landlord in that postcode.
Be careful about one thing. Rules change, and an out of date compliance page is worse than none. Date the page and put a review in your diary. If editing your own site is awkward you will not bother, which is why being able to change content yourself matters more for letting agents than for most trades.
How do you stop tenant traffic drowning the landlord message?
The honest answer is structure. You do not hide tenant content, you just stop it occupying the places landlords look first.
Give tenants their own section
One clearly signposted area covering how to apply, what referencing involves, what they need to provide, how to report a repair, and how deposits work. Most tenant enquiries are repetitive, and a good tenant section cuts the calls your office takes. That is worth real money in staff time, even though it brings in no instructions.
Decide how you handle listings
This is the decision that shapes the whole build. There are three practical options.
- No listings on your own site. You link out to your portal pages. Simplest, cheapest, and perfectly respectable for a small agent with a handful of properties at a time.
- A manually updated available properties page. You add and remove properties yourself as they come and go. Fine if you can keep on top of it, awful if you cannot. Nothing damages trust like a page of properties let six months ago.
- A live feed from your CRM. Your property software pushes listings to your site automatically. This is the right answer for a bigger agency, and it is a custom development job rather than a standard website package.
Be straight with yourself about which one you will actually maintain. If the answer is the third, you want a developer who integrates with your specific system, and that is not what we do. A rented standard site handles the first two well and is honest about not handling the third.
What pages a letting agent website needs
Most lettings and property management firms land somewhere around ten to fifteen pages. A workable structure:
- Home, aimed squarely at landlords
- Landlord services, with the service level comparison
- Fees
- Property management, explained in detail
- Compliance and legislation
- Free rental valuation, with a short form
- Areas covered
- Tenants
- About the firm
- Contact
- Blog, for local market updates and rule changes
That sits in our Essential tier, up to 10 pages at £79 a month plus VAT, or Professional, up to 15 pages at £99 a month plus VAT if you want separate pages for block management, HMOs, student lets or guaranteed rent. Extra pages are £10 a month each, or five for £40 a month, all excluding VAT. You can price up your website in a couple of minutes rather than guessing.
Local area pages and being found
Lettings is relentlessly local. A landlord with a flat in one suburb wants an agent who knows that suburb, its rents and its licensing position. Generic text about a whole city does nothing for them.
A service area map is included on every tier, and it does a useful job of showing the patch at a glance. Beyond that, a short honest page for each of your main areas, with what you actually know about rents and demand there, is far more use than twenty near identical pages with the place name swapped. Thin duplicated pages are the usual mistake. We go into the detail in getting found on Google when you only work locally.
Your Google Business Profile matters at least as much as the site. Keep the opening hours right, collect reviews from landlords as well as tenants, and make sure the landlord reviews mention the thing you want to be known for, whether that is arrears handling or speed of letting.
The words on the page
Landlords can tell the difference between an agent describing how they work and an agent reciting phrases. "We take the stress out of being a landlord" says nothing. "We inspect every managed property twice a year and send you the report with photographs within three working days" says a lot.
Every tier here includes AI copywriting and AI image creation free, and you can supply your own words and photographs instead, or mix the two. For a letting agent, the mix usually works best: let the AI draft the structure and the general pages, then write the fee page and the compliance page yourself, because those are the ones where your specifics matter. Writing the words for your own website covers how to get that done without staring at a blank screen.
What it costs, and whether renting suits a letting agent
Our pricing is by page count. Starter up to 5 pages is £49 a month, Essential up to 10 pages £79, Professional up to 15 pages £99 and Business up to 25 pages £149, all plus VAT. Hosting, SSL, business email, the Nova editor so you can change fees and listings yourself, image gallery, FAQ section, customer reviews, a floating call bar and a free redesign every year are included. There is no setup fee. You pay the first three months up front to start, then monthly from month four. No contract, cancel any month with a month's notice.
Renting suits an agent who wants the site handled and wants to change content constantly without being invoiced for every edit. Content changes are unlimited and free, which matters when your fees shift or a new regulation lands.
It suits you less well if you want a bespoke integration with your property software, or if you have a marketing person in house who would rather build on your own platform. In that case buy a build outright, from us or from someone else. You can also buy one of our sites outright at any point: Essential at 10 pages is £1,788 as a one off, Professional at 15 pages £2,388, with hosting, support and the editor at £250 a year or £30 a month after that. It is a separate payment, not reduced by rent already paid. Should you own your website or rent it? works through that choice properly, and how to pick a small business website package helps if you are comparing providers.
Frequently asked questions
Should I publish my landlord fees on the website?
In our view yes, at least the headline percentage and the main one off charges. Landlords shortlist on price before they ring anyone, and an agent with no fees published usually gets skipped. If your fee varies with property value or service level, publish a range and explain what moves it. Vagueness costs you fewer calls than silence does.
Can I show live property listings from my CRM?
Not on a standard rented package. A live feed from software like a lettings CRM is a custom integration and needs a developer working with that specific system. What works on a standard site is either a manually updated available properties page that you edit yourself, or links out to your portal listings. Decide which before you brief anyone.
How many pages does a property management website need?
Ten to fifteen covers most independent agents: landlord services, fees, management detail, compliance, valuation, areas, tenants, about, contact and a blog. Add pages if you handle block management, HMOs or student lets, because those landlords search for those words specifically and want a page that speaks to their situation rather than a paragraph buried elsewhere.
Do I need a tenant portal on the site?
Most small agents do not. Tenant portals usually come from your property management software and sit on their own login, so your website only needs to link to it. Building a separate portal yourself adds cost and maintenance for something your software may already do. Check what your existing system offers first.
How do I keep the compliance page accurate?
Pick a date each quarter, read it through and update anything that has moved. Being able to edit the page yourself is the key bit, which is why the Nova editor is included on every tier and content changes are unlimited and free. An out of date page on deposit rules or licensing does more harm with a landlord than no page at all.
Where that leaves you
Build the site for landlords, give tenants a tidy section of their own, and be specific about fees, service levels and compliance. That is most of the job. The rest is keeping it current, which is easier when editing costs you nothing.
RentAWeb rents small business websites for a monthly fee, with no setup fee and no contract. Hosting, email, the editor and a yearly redesign are included, AI copy and images are free if you want them, and you can buy the site outright later if it makes sense. Have a look at what a rented website costs, or see who you would be dealing with. Everything is done by phone, email and video.
