Our goal was to redesign the existing Burlington Tower website, bringing it into the modern era. We set out to create a mobile-friendly website that would appeal to all ages, and especially target individuals inclined toward the lifestyle offered by the Pearl and the luxury amenities of Burlington in particular. To this end, the Home page leads visitors through the primary aspects of interest to a potential renter: The floor plans and building, the amenities, and the neighborhood, with new call-to-action buttons to help funnel the visitors toward these items of interest.
We chose a modern visual design that alludes to the unique art deco-inspired architecture of the Burlington Tower building. References to the art deco style can be found in the subtle art deco line pattern in use in quote boxes and in the footer, the geometric layout, and in the heading typeface. The typography overall was selected for its elegance and modernity. The design utilizes photography as the primary story-teller.
Development features included custom responsive styles for various screen sizes; form security; page load speed optimization; detailed floor plan filters that allow visitors to search for homes by number of bedrooms, square footage, balcony type, starting price, availability and more.
Content Marketing / Research / SEO
We updated and augmented the existing marketing copy from the old Burlington Tower website. Notably, we hand-selected quotes from positive reviews on Google and Yelp and placed them in the appropriate context according to page subject to highlight resident satisfaction; our research revealed that online reviews were a strength for Burlington relative to their local competition.
Behind the scenes, we ensured each web page had appropriate heading hierarchy, logical reading order, schema.org microdata for better presentation in search results, and keyword-rich titles and descriptions for search engines. Each image was tagged with descriptions as well.
We shot nearly half of the photos featured on the Burlington Tower website. We subcontracted for additional wide-angle shoots and virtual tours, and we also utilized a few images already in use by Burlington Tower management. We edited both our own and our subcontrator’s photos for color, skew, vibrance, contrast, and more.
We hired a specialist in 360-degree walkthroughs to handle the virtual tours. We coordintated scheduling and project needs between Burlington Tower management and our subcontractor.
We regularly communicated with Burlington Tower management to keep them apprised of the process, ask them for information, and solicit their feedback.
The client opted for a maintenance package that includes daily website backups; weekly security scans for malware, vulnerability, and Web Trust Detection; server uptime monitor checks; search engine optimization (SEO) keyword analysis search ranking for 5 keyword phrases; and a monthly report.