Gordon Buys Homes Website Design & Development in WordPress
OBJECTIVE
Get more leads that are sellers of distressed property. This is the top goal, everything else is done in hopes of creating more leads.
KEY REASONS FOR REDESIGN
(1) Higher conversion (phone calls or completions of web forms)
(2) Better layout, scrolling home page design
3) More visually pleasing (better images, more modern and professional looking)
(4) Better credibility
(5) Improve the SEO and frequency of site visits via more quality content (blog, images etc..)
(6) Setup google analytics page properly so it works and provides solid data
Case Study
DESIGN PROCESS
Upon initial review, the Gordon Buys Home website appeared outdated in its design. While the core message was clear and concise, the site needed a more professional and polished look to enhance its appeal.
The client, who specializes in house flipping, provided an extensive amount of content for the redesign. With some experience in SEO, the client emphasized incorporating numerous business-related keywords through on-page SEO techniques. Despite the content being somewhat verbose, the client was adamant about including all of it.
To address this challenge, I aimed to integrate all the provided content while ensuring the design effectively guided potential customers toward the primary goal of contacting the client.
Lacking extensive knowledge of the house flipping and real estate industry, I sought to understand industry design trends by researching competitors’ websites. Additionally, I studied the house flipping process to create a user persona and develop a user journey that would resonate with the target audience.
After conducting a thorough audit of the existing site and sketching several design iterations, I implemented the following solutions in the redesign:
Chunking: People remember grouped information better. Chunks are easier to retrieve because your brain creates higher-order cognitive representations of the items within each chunk.
Hick’s Law: More options leads to harder decisions. Hick’s Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
Gestalt Principle: Group related items together to create a sense of order. This principle is based on the theory that the human brain organizes visual elements into groups or patterns, making it easier to understand complex information.
Fitts’s Law: Emphasized large and easily accessible elements to enhance user interaction.
Visual Hierarchy: Structured the site content to prioritize the order in which users perceive information.
Method of Loci: Created location-specific inner pages to improve user memory retention by associating content with specific locations.
The redesigned website successfully increased lead generation within the client’s service areas, achieving the intended business objectives.
CLient
- Gordon Buys Homes
Services
- Web design
- UI
- Front-End Web Development
- WordPress Implementation
- Project Management
Deliverables
- Icons
- WordPress Build
- KPI Metrics
- Keyword Research
Other
- SEO
- Analytics Set-up
- Competitor Analysis
- Map Persona
Website
Other Project Details
Functional Requirements
(1) A scrolling home page that would include a video opener, web to lead form, brief versions of the other pages (testimonials, credibility builder, faq, about us, current projects).
(2) Blog, cleaned up blog that follows the new designs look.
Target Audience
(1) Anyone selling a distressed property and attempting to avoid using a real estate agent to complete the transaction.
(2) Anyone with a home in good condition we don’t want. We don’t want to focus on the keywords to attract them either as it’s even more a competitive market.
My Role
(1) Create an updated, professional site that converts more leads. This is to be achieved by improving the design, layout and images.
(2) Creating better calls to action, improved site speed and functionality.
(3) Improve the content on the home page, the calls to action, the FAQ page, strengthen and update the testimonials.
(4) Focus on the key 3-4 pages of content that matter to this site. Home, FAQ, How it works, About us, Recent Projects, Blog and maybe additional targeted pages for specific keywords that aren’t tied to the navigation.
Discovery Process
COMPETITOR ANALYSIS
I completed a competitive analysis of the client’s top competitors. Based on this, I was able to come up with a an ‘step-by-step’ format to easily get leads.
MAP PERSONA
Created a map persona and user journey for website flow reference.
So pleased with the results and the effort. I felt very fortunate to have Mercedes on this project. I plan to continue having her handle this for me if she is available in the future.
Fantastic work, follow up and communication. Great market research too, she took the time to understand my business and it made a huge difference.
HOW THE WEBSITE LOOKED LIKE BEFORE
SCREENCAPS (THE WEBSITE REDESIGNED)
KEYWORD RESEARCH
I also rendered Keyword Research services using Google Analytics and SpyFu software. With these tools, I was able to give keywords recommendations for both content and digital ads usage.
Please note, I DID NOT provide link building or paid ads services.
Metrics
KPI
The website initially didn’t have metrics in place to track conversions. Thus, this measurement plan was put in place. Major conversions tracked are the following:
- ‘Get Started Now!’ button (at the bottom of each webpage)
- ‘Get Cash Offer’ Main Menu button
- Phone Number
- Get A Quote Form (link on Homepage)
- ‘Get An Offer’ form submission (from Get An Offer page)
- ‘Sign Up Now’ form submission (from Investors page)
ANALYTICS
Data from Google Analytics revealed that phone calls and the ‘Get Started Now’ button are the prominent conversions from the website.
Please note that client has added further innerpages (and content edits) into his website and also did digital ads on his end that affect these conversions.
