Comprehensive Website Redesign and Rebuild

https://reeflords.co.za Case Study: ReefLords — Homepage Redesign for a Leading South African Real Estate Agency

Project Overview

Client: ReefLords Property Development Industry: Real Estate Location: Republic of South Africa Timeline: 2 weeks Services: Homepage Redesign, UX/UI Improvement, Conversion Rate Optimization

ReefLords is a real estate development and agency brand based in South Africa, known for modern housing projects and residential estates. They approached us with one clear objective — refresh their homepage to make it more modern, more engaging, and more effective at converting visitors into property inquiries.

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The Challenge

The original homepage had several issues: • A dated visual layout that didn’t reflect the premium nature of their developments. • Poorly defined hierarchy that made navigation and property discovery difficult. • Weak conversion structure — the CTAs and lead-capture sections weren’t strategically placed.

With an already strong brand reputation, ReefLords didn’t need a full rebrand — they needed a strategic redesign that would make the first impression count and guide users smoothly into exploring properties or contacting agents.

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The Approach

Our goal was to transform the homepage into a clear, modern, and conversion-optimized entry point.

We started with: • User behavior analysis using heatmaps and scroll tracking to understand how visitors interacted with the previous homepage. • Benchmarking top-performing real estate websites in South Africa to identify layout trends and UX patterns that build trust.

From there, we developed the redesign in Figma, emphasizing: • A hero section that instantly communicates ReefLords’ value — modern homes, lifestyle, and credibility. • Streamlined navigation with clear entry points to property categories and featured listings. • A more defined visual hierarchy using contrast, whitespace, and consistent brand elements. • A prominent lead form and improved CTA placement to drive property inquiries.

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The Process

We handled the project end-to-end: 1. Audit & Research: Collected analytics data and identified pain points in user flow. 2. Wireframing & Design: Created multiple homepage concepts in Figma and refined the final one based on client feedback. 3. Implementation & Handoff: Delivered the final design in a ready-to-develop format, ensuring it aligned with ReefLords’ CMS and brand guidelines.

We maintained close collaboration with the client’s internal marketing team to ensure the new design reflected both aesthetic goals and business objectives.

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The Results

The redesigned homepage achieved immediate improvements: • +40% increase in average session duration, showing higher visitor engagement. • Clearer navigation flow — users reached property pages faster and with fewer clicks. • Noticeable rise in property inquiries from the new CTA placements. • Stronger visual alignment with the brand’s premium positioning.

The new homepage not only looks better — it works better. It communicates value instantly and creates a smoother path for users to explore, trust, and take action.

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Key Learnings

This project proved that even a single-page redesign, when done strategically, can have a powerful business impact. By focusing on clarity, emotional appeal, and user psychology, we turned ReefLords’ homepage into a high-performing digital storefront for their real estate portfolio.

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Conclusion

In just two weeks, we helped ReefLords elevate their online presence with a homepage that blends modern design, UX clarity, and conversion strategy — setting a new foundation for future website improvements.

A simple redesign — when driven by research and CRO — can redefine how users experience a brand online.