c21 Launches New Web Site for The Housing Group
 It’s no secret that green is the new black. Atlanta homebuilder The Housing Group was on the forefront of the green building movement when it created Smart Living, a building process that meets EarthCraft and Energy Star standards and also incorporates additional energy efficient features that today’s homebuyers are seeking. However, The Housing Group’s Web site was out of date – neither its content nor its design reflected the company’s revamped Smart Living program. Additionally, though The Housing Group used Google AdWords to create a pay-per-click campaign, the Web site did not employ measurement tools like Google Conversion Tracking, making it nearly impossible to track the campaign’s success.
c21 worked with a design partner to develop a new Web site that would highlight the Smart Living program and engage prospects, current homeowners and project partners, ultimately generating sales center traffic. To reach these objectives, c21:
- Created an intuitive navigation to make it simple for buyers to find their ideal neighborhood and available homes that fit specific criteria.
- Drafted enticing copy that would appeal to The Housing Group’s various audiences and highlight the uniqueness of its Smart Living program.
- Incorporated design elements to encourage visitors to take action through an online coupon, contact form and interactive features throughout the site.
- Identified and incorporated high-performing keywords into the Web site copy and coding to ensure The Housing Group remained top of mind for the 85 percent of consumers who search online before visiting a community.
- Created sections specifically for project partners, and developed a plan for a “homeowner only” secure section where neighbors can interact and find information about their warranty.
The Housing Group had a substantial increase in traffic as a result of its new Web site and the improved search engine placement. Within one month of launching, the Web site attracted 2,160 unique visitors who viewed a total of 16,121 pages. These numbers increased to 2,322 visitors viewing just less than 17,000 pages the following month, and the numbers continue to rise. The Housing Group has obtained contact information for 23 individuals who were sourced directly from the Google pay-per-click campaign, and several prospects have noted they found The Housing Group using “green” search terms on Google.
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