Countryside Properties

Refreshing a premium housebuilder's digital presence to inspire potential buyers.

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About Countryside:

Award-winning house building and urban regeneration company, Countryside Properties, specialises in creating quality homes and communities that people want to be a part of.

The Challenge:

Countryside wanted to provide a more consistent customer experience online, by creating a unified digital estate that supported the wider business.

This would lead to better communication of the brand message, a more coherent brand image, and, ultimately, increased sales.

Approach:

We started by reflecting Countryside's new vision for the brand, to: “Make Countryside synonymous with place-making, not housebuilding, and attract customers who want more than just bricks and mortar.”

To do this, we took inspiration from editorial and lifestyle design, exploring how we could use these to reflect the key elements of the brand digitally. Fundamental to this was the use of real-life and internal photography of high quality finished and furnished homes. This allows people to imagine how it would feel to live in a Countryside home, creating a more emotive purchase process.

We identified the Drupal CMS platform as the best fit for Countryside's needs; with a focus on content editor experience, flexibility, ability to scale up, and seamlessly integrate with third-party systems.

Outcomes:

Our user-centric approach to design has helped users find information integral to decision making including, development, plot, and financing information. These simpler user journeys have dramatically decreased the site’s bounce rate and improved average content dwell time in comparison to the old site.