A property homepage has one job: get the right prospect to raise a hand. Everything on the page either moves someone toward an inquiry or gets in the way of one. Yet most property sites — when they exist at all — open with a vague slogan, bury the availabilities three clicks deep, and hide the leasing contact behind a form that nobody seems to answer.
It does not have to be complicated. A commercial property homepage serves a small number of visitors with very predictable questions, which makes it one of the most solvable pages in web design. What follows is a practical anatomy of a homepage that works, drawn from how Floorplate structures its block-based sites — useful whether or not you are a customer.
The first screen does most of the work
Before anyone scrolls, three questions should be answered: what is this building, where is it, and is there space for me. That means a strong hero photo of the actual property, the name and address in plain text, a one-line positioning statement — Class A office, twelve stories, downtown riverfront — and a visible path to both availabilities and contact. Brokers triage dozens of buildings a week. If someone has to hunt for square footage or a phone number, you have not just lost a visitor; you have lost the easiest conversion you were ever going to get.
The core blocks, in order
After the hero, the page should unfold in the order a prospect thinks, with each section answering the next natural question. This is exactly why Floorplate builds sites from blocks — availabilities, amenities, location, and contact each get a dedicated, structured home, and the homepage stitches the story together in sequence rather than piling everything into one long scroll of prose.
Availabilities: suite, floor, square footage, and status — current above all else
Amenities: the specifics that differentiate this building, not a generic icon grid
Location: transit, parking, food, and the two or three anchors that define the neighborhood
Photos or video: real imagery of this property, never stock
Contact: a named leasing contact with a direct line, plus a short form for after-hours inquiries
Notice what leads: availabilities. Owners sometimes want to open with brand story or architectural pedigree, and both have a place further down the page. But prospects arrive with a filter, not with curiosity — can this building fit us — and the fastest way to earn their attention for everything else is to answer that question first.
What to leave off
Almost as important as what goes on the page is what stays off it. Long mission statements cost attention without earning inquiries. Autoplay audio gets the tab closed in an open-plan office. PDF-only floor plans hold your best data hostage inside a download. Stock photography of smiling models tells prospects you had nothing real to show. And be wary of anything you cannot commit to keeping current — a news section that last updated eight months ago says more about the building's management than an empty one would.
A homepage is a living document
Finally, remember that a homepage is not a brochure you print once. Availabilities change, photos improve, anchor tenants come and go, and the neighborhood keeps moving whether the website does or not. That maintenance burden is where most self-managed property sites quietly die. It is also the part Floorplate removes: updates are handled for you, with two hours of changes included every month in the $150 plan, so keeping the homepage true takes an email, not a project.