Goodlord
Built to lead the rental sector
When the platform outgrew the website
As a leading UK rental platform, Goodlord supports agents, landlords and tenants across the full renting lifecycle. It handles the work that matters at every step; compliance, onboarding, checks and management.
As the platform remit grew, taking on more audiences with increased complexity, the website needed to do more work too.
Goodlord came to ifour with a clear request: make the website reflect how the platform actually works day to day, sharpen its presentation, and make it easier for different audiences to find what matters to them.
– Website design
– UX & Strategy
– Brand Evolution
– Animation
– Build
One platform. Three audiences. A lot at stake.
The rental sector is changing quickly. Regulation is tightening, expectations are rising and the workload of agents and landlords alike continues to grow.
Goodlord supports complex, compliance-led processes and has built authority around legislative change, including the Renters’ Rights Bill. At the same time, the business was widening its focus, speaking more directly to landlords alongside its established agent audiences.
The website needed to reflect that shift. It had to explain a broad platform, speak to three different audiences, and do it without overwhelming people.
All of this needed to be delivered sensibly but at speed. The focus was on key pages, and on building something the in-house team could own and extend over time.
Get the basics right first
We started by working out what to say and in what order. With the new positioning “Let without limits” setting the tone, we aimed to produce a site to support that ambition.
Through workshops and discovery, we shaped the site’s structure around real user needs, products, and business priorities.
To enhance the site’s flexibility, we focused on the foundations. Core pages, clear routes and a modular system built to scale as the platform and legislation continue to evolve.
The work was deliberately collaborative. We set the structure, direction and system for the site, working closely with the Goodlord team to shape, refine and bring the content to life.
Design that earns its place
The finished site gives Goodlord a more confident way to explain its platform.
The site now leads agents, landlords and tenants to relevant content, without splitting the experience into silos. Complex services are shown in context, focusing on how the technology supports real-world scenarios.
Alongside the website, we helped define how the Goodlord brand is applied across colours, typography, imagery and product screen illustrations. Teal remains core, but is used with more restraint, supported by warmer tones, neutral space and clearer contrast. The result is a more consistent visual system that better reflects the people using their platform.
Under the hood, the site integrates with Goodlord’s wider marketing and CRM setup to support awareness, lead capture, and ongoing engagement. The Newsagent hub also plays a clear role, positioning Goodlord as a trusted guide through legislative change.
The system was designed for ownership. Templates, modules and a clear playbook allow the team to extend the site as products launch and priorities shift.
Set up for what comes next
The site launched in January 2026 and saw a strong, double-digit uplift in active users in the days that followed. Feedback from the Goodlord team highlighted that the improvement was immediately visible, and that the result was something the team felt proud to stand behind.
The site now reflects the reality of the platform behind it, supports a broader mix of audiences, reinforces Goodlord’s authority in a changing sector, and gives the team a solid base to build on.
This project was never about a one-off refresh, instead the Goodlord team are now armed with a flexible setup designed to keep working as they continue to grow.
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