Website Overhaul for a Multi-Project Developer
The challenge
The client had a website that was 4 years old, slow on mobile, and did not reflect the quality of their projects. Each project page had a different layout, different content depth and no consistent enquiry path. Buyers who arrived from ads left without enquiring because they could not find key details — pricing, configuration, location advantages. The site also ranked poorly for project-specific searches because of weak on-page SEO and poor technical health.
The strategy
We approached the project in two phases. First, a technical overhaul — speed optimisation, mobile responsiveness, clean URL structure and proper analytics wiring. Second, a content and UX redesign — consistent project page templates, clear information hierarchy and prominent enquiry pathways on every page.
The design principle was simple: what does a buyer need to see, in what order, to feel confident enough to enquire? Every page was built around that journey.
Execution
Phase 1 (Week 1-3): Technical audit and fixes. Migrated to a faster hosting environment. Compressed all images to WebP format. Implemented lazy loading for galleries. Fixed crawl errors and implemented proper 301 redirects. Set up Google Analytics 4 and conversion tracking.
Phase 2 (Week 4-8): Redesigned the homepage with project highlights and trust signals. Created a consistent project page template — hero image, key details (price, config, location), gallery, floor plans, location advantages and enquiry form. Optimised every page for specific search terms. Added schema markup for projects and the business.
Phase 3 (Week 9-10): Testing across devices. Speed optimisation. Staff training on content updates. Soft launch with monitoring.
Post-launch: 30-day monitoring period to catch issues, fix broken links and optimise based on real user behaviour data.
Results
Site load time improved from 8 seconds to 1.8 seconds. Bounce rate dropped from 68% to 34%. Mobile sessions increased by 45%. Organic enquiries grew from 5 to 22 per month within 3 months of launch. The site now serves as the central hub for all paid campaigns — every ad points to a relevant project page instead of a generic homepage. The client reports that buyers arrive more informed and more ready to engage because the website gives them what they need upfront.
Results shown reflect verified, agreed-upon figures.
Client feedback
The new site changed everything. Buyers come to site visits already knowing the project details. The sales conversation starts at a much higher point because the website does the early education for us.