Property + placemaking
Property and placemaking website redesign.
A complex development can become a jumble of locations, leasing messages, investor documents and partner logos.
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The short answer
A property development website has to serve several audiences at once — buyers, commercial occupiers, investors, planners and the local community — without collapsing into a logo wall. The redesign works when each audience finds authoritative detail on its own route, while the scheme keeps one coherent identity across all of them.
Recognise this?
What usually goes wrong.
If several of these are true, the problem is structural rather than cosmetic.
- The homepage tries to address buyers, tenants, investors and the local community in a single paragraph, and convinces none of them.
- Partner and consultant logos occupy more space than the proposition of the place itself.
- Leasing information, investor documents and planning updates live in disconnected microsites or PDF libraries.
- The masterplan is a flat image, so nobody can understand phasing, access or what exists today versus in 2029.
- Community and planning stakeholders find nothing credible, so the narrative gets set elsewhere.
What the redesign changes
Make the whole place legible.
We organise the whole story in one place, with clear routes for buyers, tenants, investors and other audiences.
Establish the place before the product
A mixed-use quarter is not a list of units. The opening should make the ambition, the location logic and the quality of the public realm understandable to someone who has never heard of the scheme.
Give each audience its own authoritative route
Residential buyers, commercial occupiers, investors and planning stakeholders need different facts at different depths. One information architecture can serve all four if the routes are explicit rather than implied.
Make phasing legible
Long-running schemes confuse people because the site shows a finished vision with no sense of sequence. Showing what is complete, under construction and consented builds far more confidence than a single render.
Decide what stays private
Not every commercial term, price or legal detail belongs in public. The site should explain what is available privately and how to get it, rather than either over-publishing or going silent.
No cost, no obligation
Is this your website?
45 minutes with O'Neill on what is holding the current site back, and the findings in writing afterwards — whether or not you go further.
Modern search
How buyers in this sector actually find you.
Scheme names, place names and occupier questions are searched directly and asked of AI assistants by agents, journalists and prospective occupiers. A scheme with substantive public pages controls its own narrative; one with a holding page and a PDF does not.
See how search has changedRelated work
See it applied.
Questions from this sector.
Should a development have its own website or sit under the developer brand?
It depends on how long the scheme runs and whether the developer brand transfers trust. Schemes running over five years with their own identity usually justify a dedicated site; shorter schemes are normally better served as a strong section of the developer's own site, which also keeps the search authority in one place.
Can you handle several schemes on one platform?
Yes. We build a structure where each scheme keeps a distinct character while sharing components, so a new development can be added without a new project.
Other sectors
Does the business feel more valuable than the website?
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