Traditions Group
Goals & Challenges: Generate more quality leads from the website. Traditions' existing site focused heavily on messaging about who they are as a company, while content about their homes and communities took a back seat. The site didn't offer detailed information like floor plans, instead directing potential customers to contact a salesperson - an approach that was out-of-step with homebuyers in today's market.
Idea: Start by telling a different story. Show value by leading with quality product and glowing testimonials first. Give homebuyers all the information they're looking for, make connecting with the right salesperson more straightforward, and make Traditions stand out for their timeless designs and their focus on building communities.
A New Narrative
Shifting Focus
Part of the strategy to make the website a more powerful lead-generation tool was to bring their product to the forefront. The new site showcases photos and top-level information immediately, inviting homebuyers to dive deeper.
The homebuyer's journey starts with finding the right Traditions community. An interactive map assists buyers who already know where they want to live. On deeper pages, top-level information about each community and home design is presented in an easily-scanned card format, so buyers who know what kind of house they're looking for can find the right fit.
Reasons to believe
Laying out Traditions' step-by-step building process and showcasing testimonials from happy homeowners was a key part of telling the Traditions story, and an important selling point for prospective customers. With a history spanning almost 50 years, there were plenty of glowing reviews to choose from.
A House of Brands
Each Traditions community has its own unique branding. Part of the challenge in redesigning their site was to ensure the character of these sub-brands wasn't lost. Subtle changes like logos in the masthead, fonts, colors and patterns are used to give each community a unique look and feel, while still remaining connected to the Traditions brand.
