As with any site, a carefuly considered user interface that is welcoming and offers easy to follow user journeys. The design must be consistent and follow your brand to instll trust.
Keep navigation and filtering simple by hiding less used advanced features. Our research shows us that people get phased by too many choices. With Investors in Property we ended up relegating number of bedrooms as it’s less important when investing in a holiday let than it would be for a home purchase.