A new website to simplify the home buying experience
Morris Homes is one of the UK’s largest and most respected independently-owned house builders. For over 60 years, they have been crafting collections of unique, quality houses and helping prospective homeowners purchase their dream home. Decades of experience have earned Morris Homes a reputation as a responsible and professional development partner in the regeneration of local areas, providing energy-efficient, sustainable communities which their customers are proud to call home.
Modern home buying
Morris Homes entered into a partnership with Dept to transform their brand to more effectively engage potential homeowners, enabling them to view their properties as more than just bricks and mortar. Dept led a digital strategy to break down the walls of home buying, by building a website with a warm and connected experience. Our approach was to simplify the process of buying a new home with a sensational user interface design, intertwined with practicality and seamless functionality.
The new website provides potential home buyers with intuitive and interactive features for users to personalise their home and make it uniquely theirs. Customers can select from a range of quality fixtures and fittings from premium brands to design every room in their home to a high specification that matches their lifestyle. This project was brought to fruition through a number of disciplines within Dept including strategy, CRO, UX, digital design, website development, mobile development, SEO, and email marketing.
An intuitive website to welcome home-buyers
Users can expect more
Morris Homes properties are constructed with superior craftsmanship and it was imperative that their website resembles the levels of standards that the brand abides by. The clean and sophisticated website design was achieved by showcasing premium lifestyle images over white space, whilst incorporating the grey and blue colour scheme specified in the Morris Homes legacy brand guidelines, to create a distinctive digital persona that echoes Morris Homes’s traditional design philosophy.
Providing a seamless mobile user-journey was a top priority throughout the digital project. A mobile-first approach was taken, considering so many website users are accustomed to using apps such as RightMove in their property hunt. Optimising the website for all screens aligned Morris Homes with industry giants and emphasised their ability to meet the demands of modern living.
Morris Homes believe buying a new home should be an exciting experience that’s not bogged down by terms and phrases that leave people scratching their heads. A jargon-buster index was created to help users to understand common words that are used throughout the home buying process. The easy-to-navigate glossary is ideal for anyone looking to purchase a property (especially first time-time buyers), with clear definitions and explanations of jargon, such as conveyancing and part-exchange.
Buying a home is not a small decision, so the sitemap for the new website was designed to handhold users throughout the entire journey by strategically placing support, help and advice portals at key points within the website.
Dept partnered with Morris Homes to enhance their digital presence and customer experience through a new website and brand redirection. An entire website re-build was required to provide the content management flexibility they desired.
Morris Homes are incredibly active with digital marketing campaigns so the brand website was developed to not only look great, but also to provide the tools and capabilities necessary to run a strong SEO programme and PPC strategy.
The fully accessible CMS enables Morris Homes to easily build forms, landing pages and add or edit content as and when needed. Our approach provided an impressive user interface design, intertwined with practicality and seamless functionality.
The Morris Homes website project was a great success, providing the key ability to manage the website through an advanced CMS solution. Not only did the website integrate seamlessly with the internal CRM, but Dept’s technical teams also developed robust APIs that allowed property plots and sites to dynamically populate house availability, based on real-time sales.
With the website now providing enhanced functionality and a connected experience, average time on site and page visits have increased by over 200%, with conversions and customer engagement on the rise. Following the website launch, Dept continues to work closely with Morris Homes to further conversion rates through ongoing website analysis and optimisation with the use of Google Analytics, heat mapping and user conversion tracking.