Content Design Strategy

As the sole UX writer, I developed a comprehensive content strategy for the Fullscale real estate platform. My responsibilities included strategizing the user journey, creating web copy, and aligning content to meet key business objectives. The primary goal of the strategy was to position the website as a trusted resource for potential buyers, sellers, and renters while driving user engagement and attracting potential clients.

Approach

I aimed to make content valuable, easy to understand, and optimized for search engines. This involved identifying key stakeholders to understand their perspectives, ensuring that messaging aligns with brand standards, and addressing users' needs at different stages of their journey.

Objectives:

• Improved content: use straightforward headings and everyday language to ensure accessibility and engagement.
• Consistent design: create a simple, flexible template that works for different types of communication and keeps the experience consistent across the platform.

Stakeholders:

• Homebuyers: first-time buyers (families) and experienced buyers (investors).
• Sellers: homeowners looking to sell their properties.
• Renters: individuals and families seeking rental properties.
• Real estate agents: professionals looking to partner or advertise.

Market Research

I analysed direct competitors to identify several key features for the Fullscale platform. I determined each competitor's business size, product offering, and value proposition and added screenshots of the homepage and search tool. The comparison gave me an idea of the features our users would expect from a real estate platform. After analysing Ireland's three largest real estate renting platforms, I highlighted what competitors were most successful at. This included a clean and simple UI, very effective search and filter options, the ability to return to the last search, and an easy option to reset all filters.

User Research

I created a persona, scenario, empathy map to deeply understand the target audience ensuring the content aligns with their expectations. Following these insights, I developed an as-is journey map to identify key challenges and areas for improvement in the current user experience. Next, I created a to-be journey map that outlines a more streamlined and user-friendly experience and addresses opportunities to user pain points.

Site Map

A sitemap was created to show hierarchical connections between pages and categories, making it easier to understand the site structure. I also added reference numbers and labels, linking high-level categories to specific pages. This process helped me strategically place content where users can easily find it and also identify problem areas. By doing this, I was able to reevaluate and improve the site content effectively.

SEO Optitmization

In order to improve the platform's visibility and attract a targeted audience, I focused on SEO optimization. This included optimizing images and videos to ensure they were search engine friendly, conducting keyword research with an emphasis on local SEO terms like “Dublin homes for sale,” and making improvements to the content on each page. By enhancing meta tags, headlines, and image alt texts, I ensured the content was both user-focused and aligned with search engine algorithms.

Brand Voice

Creating a clear and consistent voice was a key part of the content design strategy. The tone was designed to be friendly, professional, and trustworthy, meeting the needs of buyers, sellers, and renters at every step of their journey. I focused on using simple and engaging language to make the platform feel reliable and easy to use.

Results

The content design strategy for the real estate website successfully improved user experience, enhanced searchability, and aligned with the platform’s business goals. By focusing on clear communication, inclusive design, and a user-first approach, I created a seamless experience that meets the needs of buyers, sellers, and renters. This project demonstrates my ability to design strategic, impactful content that drives engagement and delivers results.