Williams Corporation
The future of home building
Williams Corporation are residential property developers, creating new homes and investment properties in Auckland, Christchurch and Wellington.
These well-constructed, low maintenance and affordable developments are the future of New Zealand housing and a solution to the increasing housing crisis.
Background
Changing neighbourhoods
with a clear vision
Housing in New Zealand is a major economic and social issue. Since the early 1990s, property prices have risen considerably faster than incomes, putting increasing pressure on housing stock. Alongside this the standard of housing has been poor, with many homes built using sub standard construction methods leading to damp, cold and leaky homes.
Williams Corporation have a vision to build better cities, and a more liveable country. They view Auckland, Christchurch and Wellington as exceptionally valued world class cities, the homes they are building in these centres are affordable to buy, affordable to live in and affordable to maintain. This vision has led them to produce high-quality homes in existing suburbs, close to environments where people can live, work and play, perfect for homeowners and investors alike.
NZ Digital was engaged to digitally showcase this clear vision and purpose.
Strategy
Building a digital
eco-system
An extensive site that requires constant updates encompassing copy, images and video requires an organisational system that can unify a wide variety of content under one brand. NZ Digital utilised a custom WordPress CMS system to allow for scaling of content, unified design features led to increased efficiencies in development. This allowed us to not only build a smarter site ecosystem, but do it more quickly.
Insight
Challenging the
status quo
Williams Corporation is a brand that focuses on improving the lives of the people they build homes for through innovation based on a keen understanding of what customers need and want out of a new home or investment.
With this In mind It was important to not just share information about the developments, but also give visitors enough context so they can have confidence to move forward with Williams Corporation. Utilising a solid content foundation, users are able to view and filter by a variety of requirements to find exactly what information they require. Lastly we broke the website into key ‘consumer’ challenges which each vertical debunking common misconceptions about the building industry in New Zealand.
Elevating brand identity
Anything but generic
As one of the leading home builders in New Zealand, Williams Corporation have the resources to invest in stunning professional video and photography that captures the innovative look and feel of the homes they build, inside and out.
To ensure that their website offered a range of content types, our design team worked on ways they could expand on the brand’s assets to create unique experiences for users that still reflected Williams brand guidelines.
Platform design
Directing Traffic
In order to improve traffic flow on the website, NZ Digital differentiated the “developments” path from the information paths with multi-level navigation spanning the why, resources and of course a track record of results, balancing the offer and the information.
Aesthetically, our designers incorporated fun, approachable design elements and introduced a more fluid series of customer pathways. For a more organised understanding of varying levels of information, we included video to educate users along the buyer’s journey.
The Results
Discover more
The new website was not only a win of efficiently and process for the Williams team it showcases the Williams Corporation developments as ‘best in class’ as well as a source of pride for their owners. For new customers it gives a powerful, visually impressive and easy-to-navigate hub of information, resources and information on why Williams are the future of housing in New Zealand.
