BL Miami is a vacation rental business offering high-end apartments in Sunny Isles, Miami. They already had a Squarespace website, but it felt outdated, underperformed on mobile, and generated very few inquiries. They needed a modern, high-converting website that showcased their apartments clearly, built trust, and helped them generate bookings outside of third-party platforms.
The Challenge
The existing site lacked clarity, speed, and a structure designed for conversions. It didn’t reflect the quality of the apartments, was hard to edit, and wasn’t optimized for SEO or mobile users. The client wanted a website that:
felt familiar and intuitive, like Airbnb
showcased apartments visually and clearly
generated direct inquiries and bookings
supported bilingual content (English / Spanish by user IP)
scaled easily as new apartments were added
My Role
I worked as a Web Designer & Developer, handling:
UX structure and user flows
Visual design inspired by Airbnb-style patterns
Copy refinement and content hierarchy
Design system creation
Framer development
CMS setup for apartments
Mobile responsiveness
SEO foundations
Performance optimization
This was a full redesign and rebuild completed in 2 weeks.
Process & Approach
The key decision was to lean into a familiar rental experience. Users already understand Airbnb’s UX, so I adapted those patterns to create a sense of trust and ease without copying it directly.
Key decisions:
card-based apartment listings for fast scanning
image-first layouts to highlight the spaces
clear CTAs focused on inquiries and availability
CMS-driven structure for easy apartment management
bilingual setup based on user IP
mobile-first optimization for travelers browsing on the go
Framer allowed fast iteration, excellent performance, and full autonomy for the client after launch.
Outcome
After launch, the results were immediate:
200% increase in traffic
Conversion rate improved from 0.4% to 2.5%
90% booking rate across apartments
The client was amazed by both the design and the business impact, and the website quickly became a core channel for direct bookings.
This project shows how I design websites that feel familiar, convert better, and reduce dependency on third-party platforms. By combining clarity, performance, and proven UX patterns, I help rental businesses take control of their bookings and grow sustainably.
Ideal for: vacation rental owners, real estate businesses, and hospitality brands looking to generate direct leads outside Airbnb.