CLIENT: Mckinley Residential
PROJECT: Online Property Portfolio
BACKGROUND: Mckinley Residential is a London based estate agent, managing over 100 student properties in and around Loughton.
BRIEF: The company needed a rebrand. It was felt that it was out of touch with its target demographic – students. A full brand package was needed along with a new website to improve the way properties were being managed.
After some initial keyword research it quickly became apparent that the business didn’t have an SEO content strategy in place. I’m able to look into the keywords people use to search for similar businesses (both regionally and nationally) and pin-point the most commonly used phrases. I was then able to rewrite page content to to ensure the site would rank for all popular searches in this field. A simple way of doubling site visitors in the first week after the changes were made.
The initial logo designs were used to help find a new brand direction. The business wanted to adopt a more student friendly look/feel to the brand. I helped offer a mix of ideas that would be used to create a theme for all brand material. The three images below show a simplified process of designing the new company logo. Generally there are more stages in between. The final logo pack includes all colour and shape variations including all website icons (favicons and tablet shortcuts). A scalable vector file is used to generate all hi-resolution JPG and PNG versions. All images contain local SEO meta data to improve website search rankings.
DESIGN: Homepage Intro
I began producing offline design visuals of a homepage intro section. This is used to provide a feel for a potential style that could be used in a full page version. This stage of the process is unlimited and I’m happy to produce as many concepts as necessary until there is mutual agreement on the design direction. Taking smaller steps and getting feedback from an early stage is crucial to making sure clients get a website that fully meets expectations.
INITIAL DESIGN CONCEPT ONE
DESIGN: Full Pages
Once an initial direction is found I can then begin developing a full page visual. At this stage I can start planning page structure and look into the way current visitors use the site and plan a user journey through the pages, crucial to determining the placement and order of content and buttons on the page. The homepage is progressed in different phases giving you a chance to add your feedback. Each of the stages below shows how the design is modified and progressed to the final product.
HOMEPAGE DESIGN CONCEPT
LISTING PAGE DESIGN
PROPERTY PAGE DESIGN
The images below show the final live site on two device widths. The website is built responsively, i.e. it moves and adapts depending on the width of the device/screen viewing the site. The coding for this project and my others is always completely bespoke conforming to the latest 2021/2022 guidelines. No wasted code from pre-built themes or templates is loaded, causing site bloating and hindering search rankings.
The majority of my client continue to work with me after the site is up and running. Search engine optimisation is an ongoing process. Keeping up to date with tracked keywords and changing content to match is vital if you want to retain your ranking position. Stagnant content suggests a dead business and irrelevant services or information. It’s for this reason I offer monthly breakdowns of search performance and advise on content to be created to keep the site current and relevant to its users.
PERFORMANCE: LOADING SPEED & OPTIMISATION
A site that is built to perform in search rankings must be optimised to load quick enough for it not to be penalised. My primary goal as a web developer is to ensure that even the most content heavy pages load within 1.5 seconds over standard bandwidth. This is the single biggest factor to achieving a high Page Insight score from Google.
- Mckinley Residential / Owner
Positives: Professionalism, Quality, Responsiveness, Value. "Excellent service and creative - would recommend"