Governor's Land Website Results

Background

Governor’s Land at Two Rivers, the only private country club in Williamsburg, VA, needs a constant flow of new prospects for real estate sales and Club Memberships. The community has a public website to build awareness and generate leads. Potential home buyers need to be able to easily explore the areas that are of most interest to them including available real estate.

Objectives

Develop a new website that takes advantage of the latest technology and evolving trends in user behavior. Capture prospect information to nurture leads over time.

Strategies

  • Create a more visual presentation. Photos more quickly communicate the story of our community. Users can click on photos to navigate to a related area of the site or "hover" over photos to reveal a short paragraph relevant to the picture. A lifestyle video is the main image on the home page.
  • Utilize shorter copy. Web visitors want to quickly get a feel for the lifestyle and easily find information they are looking for.
  • Change the site structure to automatically adapt to multiple devices (PC, tablet, mobile phone) and screen sizes. Tablets and mobile phones are increasing to almost 50% of viewing devices.
  • Optimize for higher search engine rankings. The copy incorporates vital geographical and key descriptive terms so we rank higher in consumer searches on the internet. Organic searches are the number one source of traffic.
  • Utilize contact forms. Make it as easy as possible to contact the person to best help you or to sign-up for periodic community updates.
RESULTS
The more experiential website allows visitors to get the information they want in a shorter period of time. Rather than “tell people” about the lifestyle, the community story comes to life through photos and videos. Website traffic has seen an increase of 12% in new viewer sessions since the launch vs the corresponding period. Additionally, the Governor’s Land at Two Rivers website was awarded a 2016 W3 for Visual Appeal. This award honors creative excellence on the web where small agencies are as likely to win as Fortune 500 companies.

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