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American Realty Advisors is a leading expert in institutional real estate investing, however their old website didn’t reflect their stature within the financial services industry.
One of their biggest issues was that their site was not responsive making the viewing experience on mobile or tablet unpleasant for visitors, so we knew from that outset that making a site that is attractive and easy to use regardless of viewing platform would be a priority for the site.
With some overall goals outlined, we wanted to gain an understanding of American Realty Advisors website userbase. By learning about who is using the site and what they are using it for, we were able to design a strategy that targets visitors directly. For American Realty Advisor’s visitors, most come to the site to get a feel for who American Realty Advisors is; their level of professionalism and corporate culture. Once they have vetted American Realty Advisors and want to learn more information about how they can invest, the next step for site visitors is to pick up the phone and call. This information wound up shaping a great deal of our strategy and design.
Knowing that visitors predominantly were exploring the American Realty Advisors website in order to vet American Realty Advisors as reputable fund managers, we decided to put some key statistics on the homepage through some well placed design elements. By innundating visitors with American Realty Advisors’ success from the outset, we immediately began removing any doubt visitors might have. Additionally, in order to position American Realty Advisors as thought leaders and further dissuade any visitor suspicion, we placed a carousel of recent insights toward the top of the page allowing visitors to not only see American Realty Advisors’ key achievements, but to understand their position on current events that might affect their investors.
Additionally, since the next step for most site visitors once they have vetted American Realty Advisors is to pick up the phone and call, we knew the importance of well placed contact CTAs throughout the site. They can be seen on nearly every page so no matter what part of the decision making process a visitor is in, they have easy access to contact American Realty Advisors.
Focusing on elegance, we stuck predominantly to shades of grey throughout the site while breaking up the darker tones with a healthy amount of whitespace to let the design breath. Additionally, we pulled a few shades of red from American Realty Advisors’ new logo and used them to highlight CTAs and points of interest across the site.
After the client approved the designs we moved into development and built the site on .NET. Through the CMS, pages were easily managed and editable by the client through various WYSIWYG editors on the backend. Additionally, the client was able to create new insights on the fly and upload associated PDFs for visitors to be able to choose to either read the insight on the web or have a well designed and printed PDF at their fingertips.
After fixing any bugs we handed the site over to the client for their review. American Realty Advisors had minimal critique and soon after we were ready to launch.
American Realty Advisors decided to host through us on our Rackspace servers which made the site migration process from our development environment to the live server seamless. After analyzing the website traffic, we agreed on a midnight launch, ensuring the least amount of downtime for visitors, presenting them with a fresh new website in the morning.
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