Patterson Homes - Improving Load Times and Conversion Rates
Patterson Homes's existing website was suffering from slow load times and poor conversion rates. The goal of this project was to make the site faster and more responsive, refresh the site design and improve visitor-to-lead conversion rates.
I first created a new site design with the homebuyer target audience in mind. It was important to build on the existing Patterson Homes brand with their 75 years' experience as a Utah home builder. I was able to go from concept to approved designs in under one week thanks to efficient iteration and collaboration using Sketch and InVision.
The website had many moving parts, including an interactive map for displaying home listings, AJAX filters for narrowing down listing results and password-protected user accounts.
I used the Roots Bedrock/Sage WordPress framework to keep the codebase modular and easily maintainable.
As almost everything on the site had to be editable, I built a custom WordPress theme to support the various site functions and created a custom admin experience for managing the site's content.
For instance, any admin was able to manage the location of a listing by simply dragging and dropping a pin on an interactive map. Listings could also be linked to both communities and floor plans through dynamic drop-downs.
With the new website, we were able to improve average load times by 66% and the visitor-to-lead conversion rate by 42%.
- Project Roles
- Designer, Developer
- Patterson Homes
- Project Industries
- Real Estate