As part of Vail Williams’ reviewed marketing strategy, a new website was required to replace the existing offering, which was seen as outdated and difficult to maintain, in order to further their property digital marketing.

“Although they are a small agency, they think big and bring innovative ideas to the table to solve digital challenges we didn’t even know existed.”

– Shrutika Tekawade, PR & Marketing Manager at Vail Williams

Content strategy

One of the biggest considerations with this project was the content supporting business objectives in a meaningful way. Concentrating on interlinking services, case studies and the people of Vail Williams.

This was achieved by building a system that allows each of these to be added independently and then linked to one another, for example each service has a “Key Contact”, which is one particular person at Vail Williams. This helps humanise the services offered and makes getting in touch easy.

The content strategy also included a comprehensive social feed on the homepage, to keep content fresh and up to date.

The new website also had to integrate with an existing property listing system, syncing on a regular basis to keep up to date with current offerings.

User testing leads to unique features

User testing was undertaken throughout the development process, which allowed us to identify a need for the “Enquiry Basket”. Several users made it clear throughout testing that once they had viewed a property, they would like to be able to enquire about it.

Rather than simply adding an email link or contact form on it’s own, we wanted to make the process as easy as possible for the user. By adding properties to the enquiry basket they are automatically appended to their email when they get in touch, either via the contact form or by clicking an email link. This way, they don’t have to enquire about each one independently, or maintain their own list which they would have to write out in the email themselves. We had a great response to this feature, with many finding it very satisfying to use.

“The impact of their digital expertise has helped to completely transform the experience of our online brand and we’ve experienced a significant number of new leads and traffic into the website as a result.”

– Shrutika Tekawade, PR & Marketing Manager at Vail Williams

Ongoing activity

Since going live, we’ve provided some great results to Vail Williams’ marketing team.

+46% increase in overall web traffic

+47% new website users

+78% increase in visits from social media

+27% more website enquiries

Our ongoing work for Vail Williams has also contributed to us being shortlisted for Small Agency of the Year at the Construction Marketing Awards in October 2018.