Creating a digital brand experience as high-touch as an in-person visit

Services

  • User Experience Design
  • User Interface Design
  • Mobile Design & Development
  • Digital Brand Translation
  • Brand & Content Strategy
  • Custom Software Development
  • Marketing Strategy & Campaigns

Kiawah is a private island community located just south of Charleston, SC. When prospects visit the property and tour its luxury homes set among forests, rivers, fairways and beaches, more often than not, they fall in love. However, unlike the physical property and the company's beautifully designed print marketing materials, Kiawah’s digital experience wasn’t enticing prospects to browse real estate listings or pick up the phone to schedule a tour. Kiawah needed its website to better tell the story to prospective buyers, including a broader target market, about what makes Kiawah special. It also needed to help build demand for ownership within the Kiawah community.

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A few years before responsive design was possible, eHouse needed to help Kiawah enhance their online experience. Knowing that prospective buyers and realtors would be using tablets as they visited properties, we created a main website that would be tablet-friendly, as well as a mobile site, to accommodate a rapid increase in mobile traffic.

As close as possible to being there

From an in-depth discovery process, what emerged was the realization that we needed to tell Kiawah’s story in a high-touch way, as a real estate agent might show properties to a client. We developed an easy navigation leading users on a journey through engaging content and beautiful imagery. Page layouts fade in the content and visuals as users scroll, unveiling the gorgeous landscape and creating a sense of wonder and discovery that they might experience while driving through the islands. Also, we developed a content strategy that told the story of Kiawah Island’s unique offerings to luxury homebuyers while supporting better search engine rankings.

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To convey the wonderful experience of living on Kiawah Island, we knew that the site’s design couldn’t feel templated and stagnant. We developed flexible templates that allowed our design team to create unique layouts for each page, helping to tell the story of each facet of Kiawah life.

More ways to browse and engage

Instead of a traditional Search Listing tool, users have the option to view properties on a custom interactive map. On the map, prospective buyers are able to easily see active listings, community amenities and neighborhoods on Kiawah and where they are in relation to each other. In addition, Kiawah’s mobile website serves as an easy “listings finder” tool for real estate agents to use while out — sometimes quite literally — in the field.

A brilliant experience on-the-go

We created a mobile site as the default for Android and iPhone smartphone users. The mobile site prioritized functional activities such as real estate searches and local information lookups. We worked with the real estate developers to create a comprehensive island directory for the mobile site, featuring easy access to listings for restaurants, retail stores, golf courses and other island amenities.

The mobile site still had to immerse smartphone users into the content that helped differentiate and paint the picture of the Kiawah lifestyle, supporting the website content strategy aimed at communicating the unique Kiawah story. We created a mobile site that still allowed users to read condensed content and watch videos showcasing the natural beauty, activities and leisure, and characteristics of island living.

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Mobile Traffic

x2

The mobile traffic and PGA-related traffic increased by 200%

Bounce Rate

25%

Approximatly 25% decrease in bounce rate for the desktop and mobile sites

Visit Duration

85%

An 85% increase in average site visit duration for the desktop and mobile sites

Awards

  • 2012 w3 Award SILVER: REAL ESTATE

    2012 w3 Award

    SILVER: REAL ESTATE

  • 2012 DAVEY AWARDS GOLD: CONSUMER WEBSITE

    2012 DAVEY AWARDS

    GOLD: CONSUMER WEBSITE

  • 2012 DAVEY AWARDS GOLD: COPYWRITING

    2012 DAVEY AWARDS

    GOLD: COPYWRITING

  • 2012 Awwwards Site of The Day

    2012 Awwwards

    Site of The Day

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