Since building their first home on Light Street, Dianella in 1969 The Prime Group have built over 15,000 homes for West Australians. As a proud member of The Prime Group, Move Homes has access to exclusive land developments, bulk purchasing power and a stable income from the Group’s property portfolio.
The Prime Groups focus on growing the Move Homes brand started by creating a more retail focused website that positioned the company in a fun and approachable manner. With a goal to connect with first time buyers in an incredibly competitive environment, the site had to quickly establish the brand voice and style in order stand out and be memorable.
The old Move Homes website was a little underwhelming and wasn’t connecting with their young, first time buyer audience. Overall the site was functional but lacked personality and didn’t generate leads – something that’s incredibly important in a hyper competitive space.
After meeting with the Move Homes team we created a set of visuals and marketing messages that were aimed at capturing the attention of site visitors. Whilst ‘We’ve got the moves like Jagger’ is heavily loaded with cheese, it helps clearly separate Move Homes from their competitors and makes the site immediately memorable.
In liaison with the Move Homes team we created a site structure and navigation that focused on the user experience and made discovering the right content simple and intuitive. We also wanted to limit the number of ‘hard sell’ promotions across the site – something synonymous with new home websites. Nobody likes a pushy sales person!
One of the biggest challenges Move Homes face is competing on Google. The old site was not ranking in the top 20 pages for any meaningful keyword searches. The site has been built with Google in mind and has a strong focus on ranking well for high traffic keywords.
Despite the old Move Homes site being a number of years old, it wasn’t ranking anywhere on Google which made winning new business online nearly impossible.
Alongside the design, we focused closely on ensuring the technical aspects were all addressed. From compressing images and header meta tags through to minifying code and editing text to be more discoverable. We continue to work with the Move Homes team on growing their brand and making it more visible to potential clients.