The primary objective of the site was to enhance the new brand of Artery Homes, giving it a stronger competitive position. Additional objectives were to secure new leads, shorten the sales process by improving access to information and enhance communication with purchasers.
The site utilizes a Flash component for its navigation bar, but is still functional if a viewer does not have the Flash plug-in. The final site comprised more than 70 pages of information. Visual interest maintained by the line art that transforms into full-color photography, a sophisticated play on the tagline “Building On Your Imagination.” This line art imaging also tied to a new corporate brochure that prospects receive either via mail or at the community sales centers.
The site has gif animations, a number of forms and three password-protected areas so that Artery staff can update portions of the site themselves.
The site is promoted in a variety of ways including paid advertising and referrals, non-paid links, search engine listings and inclusion on all media, signage, collateral materials and correspondence.