Vail Williams LLP
Driving enquiries and new business through a user-centred and conversion optimised new website.
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Williams’ reviewed marketing strategy, a new website was required to replace the existing offering, which was seen as outdated and difficult to maintain, in order to further their property digital marketing.
The team at Huddle Digital did an excellent job re-designing and re-configuring our website and continue to provide fantastic support in keeping the site current, fresh, optimised and technologically sound on a monthly basis.
– David Owen, Head of Marketing at Vail Williams
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.
Huddle provide great advice, support and implementation across a range of digital marketing activities (in effect they are our digital marketing department).
– David Williams, Head of Marketing at Vail Williams