City Apartments needed a homepage that could carry a premium price in a category built on trust — real buildings, real scale, a real person to talk to. Every section stacks one more piece of proof before the site ever asks for the enquiry.
City Apartments runs premium serviced apartments for business travellers in the City of London. The brief was to make a long, expensive stay feel like an easy decision — for a corporate travel buyer who's never met the team booking it. Below is that homepage, section by section, with the thinking behind each one.
Two proof points — 35 years of trusted service, 10,000+ happy customers — sit directly above the headline, not buried in an About page. By the time a visitor reads "we're your home," the credibility is already established.
Four real buildings, four real addresses, right under the fold — because "premium serviced apartments" is an easier sell once you can see the actual front doors.
A full-width pause between the proof and the pitch — one line that reframes "serviced apartments" as something more specific: a stay that's long, but doesn't feel like a compromise.
In-house management, flexible corporate plans, apartments designed for longer stays — the three things a corporate travel buyer actually needs reassurance on, each earning one card, not one paragraph.
Six hard numbers first — scale, tenure, accreditation — then a short note signed by the CEO, not a marketing team. The scale argument and the personal one sit side by side instead of competing.
Group ownership is framed as an expanded network — preferred rates and experiences across Europe — rather than a footnote, with its own photo grid instead of a single logo lockup.
A lightweight editorial section — accreditation news, sustainability, a corporate-stays explainer, a company announcement — signals a company still publishing, not a homepage frozen at launch.
Real faces instead of a generic contact icon, next to a single link — "Tell us what you need" — phrased like a conversation starter, not a lead-capture CTA.
Dark, quiet, and functional — sitemap, contact, social, and a newsletter signup — closing the page without introducing a single new idea.
Thirty minutes. We'll look at where your homepage is asking for the sale before it's earned it.