Keyway Properties was founded on a simple belief: property management is about more than transactions. As a family-owned company based in Albuquerque, they don’t just sell: they take pride in providing clean, comfortable rental homes while helping owners and investors manage and grow their properties with confidence.
With this dedication to their work, Keyway needed an online presence that works just as hard as they do. That’s where our collaboration came in. Together, we designed a custom Squarespace website that reflects their commitment to their clients: A cohesive, modern site that routes tenants and owners quickly to what they need while clearly introducing commercial and investment sales alongside residential management. This will help them elevate their business and bring every part of it into one welcoming, organized space. You can explore their live website here.
Managing the Details: How We Addressed the Challenges Behind Keyway’s New Website
As we began designing Keyway Properties’ website, it became clear that their goals extended beyond a visual refresh; they wanted a platform that felt effortless, local, and personal. Every aspect of the site needed to work in harmony to support the people they serve. Here are the key challenges that we focused on:
Clarify services
Keyway’s foundation has always been in residential property management, but over time, their expertise has grown to include commercial management, brokerage, and investment sales. Today, they manage a diverse portfolio that spans multifamily, single-family, and commercial properties.
The challenge was to showcase these new areas of growth while keeping residential services at the core of the experience. To achieve this, we created a dedicated Sales & Services page that clearly outlines their full range of offerings. We also highlighted these services throughout the homepage, helping visitors quickly understand Keyway’s expanded capabilities while staying true to what they do best.
Reduce friction:
For tenants and property owners alike, simplicity was key. The new site needed direct and intuitive paths to tenant and owner portals, maintenance requests, and key resources, minimizing clicks and reducing confusion. This was achieved through a clean, organized layout with clear call-to-action buttons that guide visitors seamlessly through the site and ensure they reach what they need quickly.
Differentiate locally:
Rooted deeply in Albuquerque, Keyway wanted their website to feel like home. We brought this to life through authentic New Mexico imagery, using carefully selected iStock photos for their texture and realism, along with a standout Albuquerque time-lapse hero video that captures the city’s warmth, color, and rhythm. To complement this local authenticity, we added a personal touch with a note from owners Nicole and Angelo and included team bios on the About page, creating a genuine connection that reflects the people and values behind Keyway.
Avoid SEO Bloat:
SEO is a powerful tool for improving visibility and reaching the right audience, but it works best when done with intention. For Keyway, we focused on using practical keywords like “Albuquerque property management” while keeping clarity and readability at the forefront. Their previous website relied too heavily on keywords, which is no longer considered best practice and can make for a poor visitor experience. This time, we aimed for balance, optimizing for search while keeping the content natural, engaging, and aligned with modern best practices for a custom Squarespace website.
At its core, the project was about creating flow and connection by designing an experience that’s easy to navigate for owners, tenants, and investors alike. It also focused on clarity, authentic local visuals, and a personal touch from the owners, all coming together to reflect the family-driven spirit at the heart of Keyway.
Building a Platform That Works for You
As business owners, we all know how important it is to have platforms that truly support our goals. Your website should serve a clear purpose, meet your customers’ needs, and make it easy for them to connect with your business. But we also understand that managing every aspect of your brand can feel overwhelming. That’s why we’re here to lighten the load.
Our team is dedicated to helping you create a custom website that works as hard as you do: streamlined, strategic, and built to grow with your business. If you’re ready to elevate your online presence, we’d love to chat.
