New Website and Lead Generation Strategy for Innovative Home Builderhttps://unityhomes.com/
Unity Homes is revolutionizing the homebuilding industry by building homes using an advanced offsite manufacturing process. While Unity has its home building technique down to a science, they were struggling to convey their unique opportunity in the digital marketing landscape. Building a home is a large purchase and has a long customer journey so Unity came to Paragon for help building brand awareness and generating leads.
More Than Doubled Leads
Increase in Traffic
Reduction in Page Load Times
While creating and managing Unity’s digital ad campaigns, it became apparent their current website was hindering marketing success. The website’s speed, page layout, and navigational structure posed challenges for their visitors. Unity needed a new website that not only showcased their homes, but supported their digital marketing efforts and better served their audience to generate more leads.
The first step was to learn about Unity’s customers and the journey they take while deciding to build a home. Pinpointing customer motivations, struggles, and questions would help reach and serve these audiences better. These exercises not only inform digital marketing decisions, but also influence website design so the new site could better serve potential Unity homeowners. The new site would align with the customers’ journey, allowing visitors to easily navigate the site while learning about the advantages of Unity’s off-site construction methods.
Unity’s new website features many improvements that enable it to better serve home buyers interested in Unity Homes. Navigation clearly directs visitors to the information they need to answer their questions about the product and process. A new, downloadable guide about the home building process engages visitors early in the funnel.
The new website also allows for much easier content updates by Unity staff and for testing of new offers and CTAs. Because the site was built with ease of marketing in mind, is has been integrated with an automated email drip campaign showcasing Unity Homes. Open rates for these emails ranged between 40%-70% compared to the home-building industry average 19%.
We were very pleased with the work that Paragon Digital did to design and build the new website for Unity Homes. Zach Luse and the rest of the Paragon team understood our needs and responded to them with skill and creativity.