In order to meet the changing needs of their business and better address the interests and concerns of their target audience, Christophe Harbour needed a redesigned website that did a better job of communicating the unique value proposition of the resort and made it easier for users to find the information they needed.
As a 5-star exclusive resort on one of the few remaining unspoiled islands in the Caribbean, Christophe Harbour has a lot going for it. With its stunning natural harbours, ultra-luxury amenities, and world-class development team, the resort is poised to be one of the most distinctive and sought after destinations in the Caribbean. And while their website did a great job of communicating the natural beauty and relaxed lifestyle of the island, it didn’t do enough to explain why potential buyers should choose Christophe Harbour over other developments in the area. By helping them weave a compelling story about the resort that addressed the lifestyle requirements and needs of their customers, we were able to create a more effective platform for generating leads and sales
We started by developing a comprehensive content strategy that would help define the brand messaging and guide the creation of content going forward. Our initial discovery efforts helped us understand business objectives, challenges, and opportunities, as well as user behavior, industry trends, and the competitive landscape. We also did an analysis of the current content on the site to help us identify any gaps or problems that needed to be addressed. With that information, we made a set of content recommendations aimed at creating a blueprint for site planning and structure, as well as the actual content development and editorial management
Making It "Findable
But making sure the content was great wasn’t enough. We wanted to make sure that it was “findable,” both to users navigating the site and those coming in through search engines. To help with this, we optimized the site architecture to group content in ways that were more natural and intuitive for users.
By creating a deeper site structure, we were able to bundle information according to user needs, making it more accessible and relevant. In addition, we also helped strategically integrate SEO keyphrases into the content to increase exposure and improve targeting to prospects as they move through the different stages of the sales cycle.
Improved Functionality
In addition to improving the content, we also wanted to help improve the functionality of the site, both in terms of making it easier for prospective customers to browse available options and allowing them to save and share properties that they were interested in. We started by improving the listings search by allowing users to search available properties by price, type, location, and amenities. Our interactive property finder also allows them to see where each property in the resort is located, as well as which ones are still currently available to purchase
Additional information on each property is provided on a separate page, and users can then either view a brochure, save the listing, share it, or contact Christophe with additional questions. By making the discovery and inquiry process easier, we helped increase engagement and interest from potential buyers
Search Lisings
The improved search listings screen allows users to search available properties by price, type, location, and amenities, while the interactive property finder makes it easy for them to see where each one is located.
Results in Map View
By viewing their results in map view, users are able to see exactly where each property is located. They can then click on property listings to get additional information, such as price, size and address - as well as see the view from the property.
Listing Detail
Each listing page provides additional details about the property, including a short description of the location and ownership offer, high quality photos, and a map of its location in relationship to the ocean, beach and harbour.
To help increase user engagement and interest from potential buyers, we added functionality that allows users to save a listing to view later or share the listing directly with friends or family. And to help promote discovery, we included a "Properties You May Like" section which shows users similar properties that might be of interest.
Christophe Harbour received the Best in Class award for Real Estate from the Interactive Media Awards and a W3C award.
