Simple Life Homes SEO, CRO and UX improvements
Sigma Capital, a provider in the Build to Rent (BTR) sector, sought to improve its online presence and user experience for its Simple Life Homes brand. Having worked with them on building their website in 2017 and having seen rapid growth as a business since launch, we implemented a comprehensive strategy to enhance their website’s performance, user engagement, and search engine visibility.
It’s an exciting time for the BTR market, and Sigma Capital was committed to ensuring Simple Life Homes remained the first choice for smart renters looking for their perfect long-term rental property.
In a competitive market like BTR, there are a lot of challenges
The competition within the Buy to Rent (BTR) market was heating up, making it more important than ever for Simple Life Homes to maintain market dominance by enhancing user experience and improving engagement strategies.
Better search engine visibility was crucial for them to maximise their online potential, especially for non-brand terms; there was also a real need for personalised content to connect with the diverse range of potential renters. We partnered with the Sigma Marketing team to address these gaps and better serve the interests and needs of renters.
Taking it step by step
It was a thorough process that uncovered some excellent insights. Our approach comprised three phases: Audience Journey Mapping and UX Analysis to understand and improve user experience, SEO Strategy Development to boost our online presence, and site performance enhancement.
Mapping the journey of six unique personas
Audience journey mapping workshops helped identify and get to know their six primary target personas. Using the AIDA model (Awareness, Interest, Desire, Action), we went on a journey with each of these personas, paying close attention to their unique needs, motivations, and challenges.
A comprehensive UX audit of the Simple Life Homes website
We also took a deep dive into the existing Simple Life Homes website for a detailed UX (user experience) review. We checked if the website content was clear and relevant, looked for any potential friction points, and examined the site's aesthetics, including design elements like typeface, buttons, and colour schemes. Of course, we couldn't forget about the forms and micro-copy – we wanted to ensure that everything met user expectations and added to the overall user experience, whilst primed for conversion.
SEO strategy development
Our SEO strategy involved thoroughly analysing Simple Life Homes against both the general market and BTR sector competitors. We dove deep into researching over 63,000 search terms to find the best keywords. We also identified exciting content marketing themes and location-based opportunities. As a result, we were able to present content recommendations for existing pages and exciting new content ideas.
Bringing it all together
We carefully crafted a plan to be flexible and open to continuous improvement, focusing on key areas that will make a difference. This included redesigning the homepage to make it an absolute game-changer for mobile users, to ramping up their SEO optimisation, especially when it came to location pages.
ThinkEQ is all about improving the overall user experience, so making the site's navigation smoother and property listings more accessible was a must. We ran A/B testing in real time to understand what drove users through the journey process.
The cherry on top
From a conversion perspective, the forms and thank-you pages needed to be improved from a UX stance, particulary as most of the users are on mobile. We spent a significant amount of time making sure that the experience and functionality ticked all the boxes.
We also revamped the entire About section to show off what BTR and Simple Life Homes are all about.
Fit for the future
By taking a holistic approach that combines deep user understanding, SEO optimisation, and iterative website improvements, Simple Life Homes is well-positioned to enhance its digital presence in the competitive BTR market.
Ongoing behavioural analysis and conversion optimisation means this strategy not only addressed immediate user experience issues but also laid a foundation for long-term growth in organic search visibility and user engagement.
Our tried and tested approach ensures that our clients connect with the right audience.
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