A high-converting lead generation landing page for The Preserve — a 17-lot residential development in Gainesville, Florida, offering brand-new modular homes starting at $195,000. Designed to build trust and capture priority interest list signups before the August 2026 groundbreaking.

Skills: Web Design, CRO, UX Strategy

Tools: Framer, Figma, HubSpot

Project Overview Mesocore Modular Homes engaged me to design and develop the full landing page for The Preserve, their first residential development aimed at first-time homebuyers in the Gainesville, FL market. The page needed to communicate a new concept — expandable modular construction — to an audience unfamiliar with the product category, while driving signups to a priority interest list ahead of groundbreaking.

The final deliverable included a fully responsive Framer build (desktop, tablet, and mobile), a live interactive lot map, HubSpot form integration with a custom Thank You redirect, a countdown timer, YouTube and Google Maps embeds, and an end-to-end CRO strategy informing every copy and layout decision.

Challenge The Gainesville market offered first-time buyers a binary choice: aging homes with hidden repair costs, or new construction priced well out of reach. Mesocore's Expandable Core system was the solution — but it was an entirely new concept that required education before persuasion. The challenge was to position a $195,000 modular home not as a compromise, but as the smarter, more strategic entry into homeownership. Additionally, the page needed to qualify leads from the first scroll to ensure only genuinely interested buyers completed the form.

Solution I designed a full-funnel landing page structured around a deliberate content sequence: establish the problem, reframe the market, introduce the product, build community trust, then capture the lead. Key strategic decisions included surfacing the $195k price point directly in the hero to pre-qualify visitors, routing the primary CTA to the community section (lot map + video + location) before the signup form, and renaming the expansion phases — Move In / Grow / Build Wealth — to anchor the buyer in outcomes rather than technical specs. The form CTA was written as "Secure My Spot" to create a sense of ownership. No navigation links were included in the navbar, keeping the page a pure conversion environment. All social proof was removed in favor of factual credibility — a deliberate choice that prioritized long-term trust over short-term conversion metrics.

Result The page was delivered, QA-approved by the client, and launched with no major post-delivery revisions. All milestones were cleared. The Preserve went live as Mesocore's primary lead capture asset ahead of the August 2026 groundbreaking — the first time the company had launched a residential development at this price point and scale.