Persona
The website was shaped around three key personas across the homebuying process: early explorers, focused buyers, and existing homeowners.
Some users were still getting a feel for the brand. Others were comparing real options. Homeowners were looking for answers after purchase. The experience had to meet each moment with the right level of information.
User Flow
User flows were mapped for each persona to understand how different buyers moved through the site, then translated into the information architecture and sitemap.
For the Early Explorer, the flow focused on how someone moves from first interest to a more informed shortlist before deciding whether to take the next step.
From Browsing to Support
The CW Guide and Customer Care gave users dedicated places to learn before purchase and return after move-in.
The CW Guide helped buyers understand the process, while Customer Care made warranty details, service information, and post-purchase resources more accessible.
Together, they extended CountryWide’s service promise beyond the main sales pages.
More Clarity, Less Friction
The community pages were designed to help buyers explore real options without jumping between disconnected details.
Interactive site plans, floorplans, real-time availability, brochures, and appointment prompts brought key decision-making tools into one place. AODA considerations and an accessibility tool also made the experience more usable for a wider range of users.
Everything needed to feel practical, transparent, and polished without losing the premium feel of the brand.
Faster Path to Home
Not every buyer is starting from the beginning. For users with a shorter timeline, the Move-In Ready page created a faster way to browse available homes without going through every community first.
Filters, move-in status, and a focused sign-up path helped turn quick-closing inventory into a more direct search experience.
Story, Craft and Connection
Darker tones, refined imagery, elevated spacing, and cleaner content blocks carried a more luxurious visual language across the site, making the experience feel polished and considered from start to finish.
RESULTS
From January to December 2024, the redesigned website helped CountryWide Homes reach more people and turn a clearer digital experience into measurable growth.
The site generated 9,465 new leads, reached 137,000 site visits, and maintained a 92% SEO health score. It also earned industry recognition, showing how a more thoughtful user experience could support both brand perception and business performance.