A new website launched last month for Follwells Independent Estate Agent, in Newcastle-under-Lyme, has achieved faster speed, lower bounce rate and an increased conversion rate within its first weeks of going live.
The seamless website, designed and built by creative agency, Starbots Creative, focuses on two key user journeys – people looking to buy and people looking to sell a home in the Newcastle-under-Lyme area.
After completing a Conversion Rate Optimisation report on Follwells’ previous website, analysing the customer journey in detail, the Starbots Creative team were excited to create a new website that could deliver a much more effective user experience.
The previous website was very limited in terms of flexibility and featured cluttered webpages and near-lost CTAs (calls to action).
The key objective for the new site was to increase its conversion rate and improve user experience to generate more leads. Starbots Creative built multiple tactics into their approach to achieve this.
They focused on promoting Follwells’ services through SEO using a data driven approach to optimisation, with a lot of work presenting the right content and messaging to users. Page speed is the purest of SEO factors, as addressing loading times improves rankings, user experience and conversion rate too.
In terms of the visual design, Starbots Creative modernised its look and feel, making the new site more aesthetically pleasing as well as easier to navigate. Charlotte Gartland, Graphic Designer at Starbots Creative said: “A cleaner property page was one of the main focuses of the redesign to ensure the user can easily source the required information of a property without having to search for it.”
New copy was also written for the majority of the site by the Starbots Creative content team. Crafting more compelling copy they focused on presenting Follwells’ value proposition clearly, establishing a consistent tone of voice and making CTAs more effective.
Tom Follwell, Director at Follwells Independent Estate Agent, commented:
“We’re delighted with our new website. It captures the Follwells brand perfectly and shows how much we value being a part of the Newcastle-under-Lyme community. The user-friendly functionality is ticking all the right boxes, with additional features that are bringing in clients we were missing out on before.”
Data results gathered 24th May – 12th June vs 4th May – 23rd May have shown that the page speed of the new website is 20.47% faster compared to the old version, the bounce rate is 13.07% lower, the average session duration has increased by 10.51% and the call conversion rate is up 5.37%.
Gavin Cooper, Strategy and Planning Director at Starbots Creative said:
“Our expertise in SEO, Copywriting, Design and Development led this website to success.
“I’m really proud of what we’ve delivered and the immediate results the site is achieving. We’ve surpassed our initial KPIs for this website in the first month, generating more leads and delivering a far better experience for the user than would have even been possible on the previous platform.”
