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 development, Beaulieu. Beaulieu will be one of Countryside's largest sites in the region. While generating interest in the new homes on the development was the main objective, the way this was achieved required more consideration.
Mobile-first design and build
Interactive Masterplan map
A development with benefits
The development offers a new community and lifestyle with restaurants, shops and excellent transport links as well as the new homes. These benefits were paramount to the way we communicated Beaulieu through the website.
Research and routes
Following the initial briefing, we agreed on project objectives, content strategy, 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 analysis and market research. This gave us insight into how to structure the site and also the content to include and how we should communicate this information in a simple way that would also encourage interaction.
As with all Countryside websites, some elements were compulsory, 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.
Building on the research
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 while we were building the site's more in-depth elements.
Once the functionality and launch plan was agreed, we began looking at design. We produced two designs - one 'safe' route which delivered on the brief but didn't push it in any way; and one which pushed the boundaries based on the research we'd conducted and what customers wanted to see. The client liked both and took elements of each to create an agreed route which was then progressed. Once all design templates had been approved we 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.
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 population of the website to ensure it was loaded correctly for launch. Pre-launch, Mobas conducted an in-depth CMS training session with Countryside's marketing team so they were aware of all functionality ahead of launch.
The result is a website that communicates and sells the lifestyle benefits that Beaulieu offers. The website is simple to navigate, with a great user experience, and offers elements which increase customer interaction.
The website also provides a great source of leads for the marketing and sales teams. These are targeted via a bespoke form, ensuring they go to the correct departments and guaranteeing that customers only receive information on properties they're interested in.
The Mobas Digital team and the client were thrilled with the results and it's been an effective tool for them. The content management system has a hierarchy of permissions, giving admin users access only to the elements they need and therefore preserving the website content.