How can we redesign a property website to effectively showcase its core values while driving lead generation?
The existing website, outdated since 2020, faced several challenges. Users struggled with navigation due to insufficient information, lack of visual appeal, and the absence of a property survey feature. These issues hindered user engagement and failed to generate leads effectively. A modern redesign would need to prioritize a visually compelling interface, streamlined navigation, and user-friendly features that reflect the company’s values while providing a seamless journey for prospective buyers.
I created a journey map to analyze the current website's workflows, examining how users navigate through the site and identifying points where they drop off. This process highlighted key areas for improvement.
The primary issue was the absence of clear CTAs and straightforward menu navigation, resulting in delays and user frustration. Additionally, the property pages lacked appeal, essential information, and lead generation forms, which significantly limited lead acquisition. Most leads were generated only through temporary campaign pages that were active during specific periods, rather than consistently throughout the year.
The old website was rarely updated due to the challenges faced by the in-house developer and sales representatives in managing property statuses and information. After gathering their feedback, we focused on improving the backend input process.
We streamlined the workflow by introducing custom fields that made it easy to update property details. The page design was standardized, allowing the marketing team to upload pictures and documents effortlessly without altering the main UI design. This simplified system ensured that updates could be made quickly and efficiently, improving overall usability and maintaining design consistency.
We're currently in the midst of usability testing. The findings will be implemented in the second phase of the website redesign as clients were excited to live the website before the new year. The findings will be broken into errors, observations, general info, and positive and negative quotes. As a next step, I will rewrite statements into actionable points and group them under clusters.
