Most business websites have one audience: customers. A developer’s website has at least five, and they all arrive with different questions. Get it right and the site sells, leases and raises capital while you’re on site. Get it wrong and it’s an expensive brochure nobody finishes.
Know who’s visiting
- Buyers want to know what they can buy, where, when it’s finished and how much.
- Tenants want floor areas, availability, fit-out and who to call.
- Investors want your track record, your team and proof that you finish what you start.
- Agents and brokers want material they can send to clients without rewriting it.
- Council, neighbours and media want to understand the project and who is behind it.
The homepage’s job is to get each of them to the right place in one click. Clear navigation does more here than any amount of beautiful imagery.
Give every project its own page
Each project needs a page that works on its own, because that’s what agents link to and what buyers share. A strong project page includes:
- a single clear headline and the best image you have;
- location, with a map and what’s nearby;
- what’s available now: homes, lots or tenancies, sizes and pricing guidance;
- a realistic timeline, from consent and construction to completion;
- one obvious action: register interest, book a viewing or request the information pack.
Show progress, not just renders
Renders sell the dream. Progress photos sell the developer. A dated update, a few photos from site, the roof going on, a milestone reached, is the cheapest trust-builder available. Buyers check in on it, and so do investors deciding whether to back your next one.
Make your track record impossible to miss
For capital and for council, delivered work is the strongest argument you have. Give completed projects their own section: before and after, the numbers that matter (homes delivered, floor area, years) and who you built them with. Keep it current. A track record that stops three years ago raises questions.
Capture interest properly
A register-of-interest form is often a developer’s most valuable page. Keep it short: name, email, phone and what they’re interested in. Send each enquiry straight to the person who follows it up. A form that drops leads into a shared inbox wastes the marketing spend that brought them there.
Keep it in step with everything else
Your hoardings, brochures, information memoranda and investor reports should look like the website, and the website like them. When a buyer sees the billboard, then the site, then the sales suite, it should feel like one developer, not three suppliers.
Make updates painless
Developers’ sites go stale faster than most: stages sell out, prices move, projects finish. If updating the site means logging into a system nobody remembers how to use, it won’t happen. Plan for who makes changes, and how fast, before you build.
How we help developers
We design marketing websites, project launch pages and leasing material for owners, developers and fund managers. That includes the brochures, signage and information memoranda that go with them. Every site comes with changes made for you, so when a stage sells out, the website says so the same day.
