Project Overview
Latitude 37 are a premium, custom home builder creating truly spectacular residences around Victoria. They were referred to us by Neue Media as they were searching for an agency that could help them redesign and simplify their website, enhancing the overall user experience.
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director
Lauren Lepore - Senior Graphic Designer
Ant Bray - Account Director
Kenzie Matthews - Senior Account Manager
Neue Media - Copywriting & PR
Chriate - Website Development
Project Brief
The Latitude 37 website contained a lot of information, however, over time it had been added to and tweaked to the point where it had become difficult to navigate, with key information buried within a web of pages and multiple levels of navigation.
Their brief to us was very straightforward. They felt that their positioning and key messages had become lost. They wanted us to collectively identify the content that was required on their site and re-design it to provide a seamless user experience.
They had also recently made some minor amendments to their corporate style and wanted to see that reflected in the new website design.
It was a very collaborative project with Neue Media handling the copy requirements for the new site as they had already been commissioned to provide PR services to the client.
Project Need
The key project need for the Latitude 37 website was the creation of a streamlined UX and SEO site structure and navigation.
The previous version of the site contained 3 different navigation menus across the site. Each featured drop down within the navigation and were inconsistent with each other. Pages with important information were buried and difficult to locate.
User Experience
Our simplified approach delivered one clear navigation path that enhanced the purchaser journey and increased accessibility to key information.
Refining the journey meant that we could better control the narrative being told through the site. As much as Latitude 37 was selling a service, that was not the function of the website. We weren't converting any sales. Instead, the website was used to provide information and generate enquiries and display home visitation so that the sales team could begin qualifying leads and build relationships with prospective customers.
Project Marketing
Since the launch of the re-designed Latitude 37 website, we have seen increases in user engagement and time spent on site, indicating that the new UX experience is working.
As much as there is an enquiry form on the site, it is not a traditional lead generation website. We are dealing with a high value, luxury product. Visitors are less likely to simply leave their details unless they are almost totally convinced that it is a path they are willing, and able, to go down. They are far more likely to research on the website (which is why we are seeing increased engagement time) and rather than register their details, they will make a trip to the display home to experience the product in person. This way they can control the interactions they have with the brand and not have sales staff following them up.
Project Privacy
Latitude 37's privacy policy can be viewed here: https://www.l37.com.au/privacy-policy/
Digital - Home & Living
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