Skip to content
Avant8

← Work / Case study

ICO.

Look, lease, apply, pay, move in. An apartment community you can rent without leaving the couch.

Open kitchen with tall windows in an ICO Fairbourne Station apartment

The banner on every page

Lease today. All of it online.

Look, lease, apply, pay, move in. The whole site was built around that one sentence.

Client

ICO Fairbourne Station

Industry

Apartment living

Services

Sitemap, copy, wireframes, design, local SEO

Commute

TRAX next door

01 / The brief

"I see myself living here."

ICO Fairbourne Station is a set of modern apartments in West Valley City, Utah, next to a TRAX station and steps from restaurants and shops. ICO is an Ivory Homes affiliate, and its standout offer is the Smart Home Buyer Program: rent that builds credit toward a future home.

The site had one job. Get a renter from "I see myself living here" to a booked tour, and let them do everything else online.

02 / Words before pixelsSitemap and copy deck

Every heading lettered before a pixel moved.

We mapped nine sections, then lettered every headline, line and button on the homepage, A through V, so copy and layout were written together.

Homepage

ICO Advantage

Gallery

Floor Plans

Amenities

Location

Residents
Resources

Availability
Schedule a tour

Contact

Apply · Pay rent

Homepage copy deck outline with every section lettered A to V
03 / The wall22 wireframes, desktop and mobile

Every page, every pop-up, every phone.

Floor plans, a 3D tour, amenities, resident services, and the forms that matter most: schedule a tour, contact, request a text. All planned before design.

Eleven desktop wireframes laid out side by side
Eleven mobile wireframes in a row
04 / Look and feelRed, charcoal, room to breathe
Designed ICO homepage: pool hero, I see myself living here, neighbors, closing process
Furnished living room in an ICO apartment

Real apartments, real light, and one bold red reserved for the actions that count: tour, apply, pay.

#EA2127

#383838

#272727

#F4F4F4

Gotham for print, Open Sans on the web.

05 / Found on the mapGoogle Business Profile and on-page SEO

Apartments in West Valley. That's the search.

We rewrote the homepage title, description and H1 around what renters type, and rebuilt the Google Business Profile to match.

liveatfairbournestation.com

Apartments in West Valley, UT | ICO Fairbourne Station

Looking for luxury apartments to rent in West Valley? ICO Fairbourne Station is conveniently located in West Valley City, Utah. Schedule a tour today!

The recommended search listing.

Want to show up for "near me"? ↗

Google Business Profile

  • Primary category: Housing complex
  • Services: 1, 2 and 3 bedrooms, rent-to-own, luxury apartments
  • Description: rewritten around TRAX, floor plans and the Smart Home Buyer Program
  • Images: floor plans with keyword text

Technical audit

<1s

Homepage load

Pass

SSL and robots.txt

9

Broken links found and flagged

Make it easy to say yes. ↗

Websites and local search that take people from browsing to booked.

Next project

Arkade →