Following on from the ForTheLandlords.com logo created by AllDesignonline, the next step was to establish an online presence for the business that would primarily drive users towards booking on to a free Discovery Day with Jesse and the team, as well as inform users about the overall services and business. As social proof is also a large factor behind the business, extensive use of a bespoke testimonial system was also used and monthly based property statistics.

As with the logo, the design principle was clear from the start. Simple, clean, no fuss. Short pages, direct content and no distractions. The desire to design and create something unique for a client can be difficult to resist, when designing and developing you always want to create something that is considered and has a certain flourish. So going back to basics and removing all of that presents it’s own challenges.

As AllDesignOnline began the design process, an initial concept was sketched out. Usually this concept would then be refined until it was ready to move to a draft framework site, whereby it would be reviewed and adjusted until sign-off. With FTLL it was requested than the design move from concept to draft site straight away, then design changes and adjustments made within the development site in order to provide a greater sense of how the site would finally look in screen. This also allowed for the easy checking across multiple devices.

In addition to the general black and white text theme, there are some large format photos used that were specifically commissioned for the website. Although FTLL is a business made up of many employees, Jesse Fossey Taylor is the centre of the ‘brand’ and therefor Jesse features heavily within the photography.

To break up pages, the feature colour of blue was used to divide sections of content. There also some additional button elements that are designed to deliberately standout with a strong yellow colour to them. Whilst the site may not be conventional in it’s design, it is perhaps a fitting design for a business that is breaking conventional thinking for property landlords.