Flagship website for Countryside Properties
As Countryside’s retained digital agency, Mobas was briefed by Countryside’s marketing team to look at creating an innovative website for their new flagship site Beaulieu.
Beaulieu will be one of Countryside’s largest sites in the region. Whilst generating interest in the new homes on the development was the main objective – the way this was achieved required more consideration. The site offered a lifestyle with restaurants, shops and excellent transport links as well as a range of beautiful new homes. These benefits were paramount to the way we communicated the site through the website.
Following the initial briefing, we called a project meeting with the marketing team at Countryside where we discussed project objectives, timescales and the finer details that would give us the basis for our research. Before we even began looking at the structure or the design of the website we conducted in-depth competitor and market research and analysis. This research gave us insight into how we should structure the site and also the content we should include and how we should look to communicate this information in a way that would be simple for the user to digest but also encourage interaction.
As with all Countryside websites, there were some elements that were compulsory for the site, such as a home search and several bespoke content management facilities. These were included in the scope as well as Beaulieu-specific functionality which included a parallax page, interactive site map, tiered search result display and plot information display.
Due to the tight timescales until site launch, we agreed that a phased website launch would be best to start generating interest and building a database that the marketing team could use to increase interest whilst we were building the more in-depth elements of the site.
Once the functionality and launch plan had been agreed, we began looking at the design of the site. We produced two designs – one which was a ‘safe’ route and delivered on the brief but didn’t look to push it in any way, and one route which pushed the boundaries based on the research we had conducted and looked at what their customers wanted to see.
The client liked both routes and took elements of each to create an agreed route which was then progressed. Once all design templates had been approved we then created the first phase launch which was a basic content site with a data capture form – this was to be used to generate interest and intrigue and to form the basis for the rest of the site to be built upon.
We then used this foundation to deliver the agreed phased launch until all functionality was delivered. Countryside’s Account Manager was responsible for the content loading of the website to ensure the content was loaded correctly for launch. Pre-launch, Mobas conducted an in-depth CMS training session with the marketing team at Countryside so that they were aware of all functionality and permissions ahead of external launch.
The result was a website that reflects the impressive nature of the Beaulieu site and communicates all aspects of the site simply and effectively. The website is simple to navigate: ensuring a great user experience and offers interactive elements where possible to increase customer interaction with the site.
The website also provides a great source of leads for the marketing and sales teams which are targeted due to a bespoke form that ensures the leads are going to the correct departments and guaranteeing that the customer will receive information only on the properties they have expressed interest in.
The team were thrilled with the results and it has been an effective tool for them to-date. The content management system has a hierarchy of permissions; ensuring that people have access only to the elements that they need and therefore preserving the content on the website.