Mike Miller and Brandon Williams, Abstract Developments
Just like with aging houses, trends and time can deem an old website a ‘tear-down’. Such was the case for Abstract Developments, a high-end residential building ﬁrm based in Victoria, BC – whose website needed more than just a reno.
Abstract’s previous site was approaching ten years old (which is basically 100 in Web Years), with additions built in ad hoc – including Flash galleries that aren’t compatible with mobile users, who comprised over 15% of their visitors. Because of this, the old website was poorly positioned on Search engines. They needed a modern, stylish website with a functional user experience design that matched the calibre of the high-end properties they design and build.
“Leap did an excellent job interpreting our team’s vision by way of a stunning new site that truly does our homes justice. The website is something we are truly proud to have as a first touch point for many of the people we do business with.” Mike Miller, President, Abstract Developments
“It was important for us to create a website that really delivered a ‘wow!’ user experience,” says Brandon Williams, Marketing Communications Manager for Abstract, “We’ve had the opportunity to build some of the ﬁnest and most recognized homes in the city, and we wanted to deliver web users the experience of being ‘inside’.”
“As we struggled with our existing website for so long, we had a pretty clear idea of our vision and needs for the new site,” says Williams, “Leap took this vision to the next level, presenting a number of progressive ideas that have really made the site what it is today.” And what is that, exactly? The new website was designed to guide users through an experience – immersion in the world of Abstract developments for an inside look at what sets the company’s projects apart.
“We wanted to create a web space that felt as warm and inviting as the homes we build, with a clean and user-friendly interface, and robust functionality to guide the user intuitively through our offerings and portfolio,” says Williams.
Simon Robinson, Art Director, adds, “We approached the web site with the same design direction as a big picture coffee table book. We understood that this target audience is different from the standard marketing or e-commerce web user. This site was all about showcasing Abstract’s projects front and center, with an objective to increase leads and inquiries.”
LEAP built the custom site design using WordPress CMS, as the client requested ease of use from the back end. Beautiful professionally-shot photographs take centre stage, surrounding users with a full-scale visual presentation of Abstract’s various jobs – from renovations to custom-built properties. Beyond the great photos, Williams supplied great written content to augment the imagery. This allowed Leap to structure the content to improve Abstract’s search engine position. This has proven to be a smart strategy, and Abstract’s website continues to climb to the top on Google search.
Some of the new design features:
- Big picture page layout
- Simple home page for fast page load
- Responsive design with unique views for various screen sizes and mobile devices
- Custom page templates for different content types
- Big fonts are easy on the eyes
- Simple web management for easy web updates