CASE STUDY:
Tracy McLaughlin

A New Brand Identity and Luxury Online Experience

Tracy McLaughlin

Client Overview: As an entrepreneur, U.C. Berkeley graduate, and NBC journalist, Tracy McLaughlin’s unique background has helped her advise clients on real estate investment decisions for over 20 years. Known for her comprehensive pre-listing plans for design, construction, and staging within the real estate industry, Tracy McLaughlin was named Marin County’s single top producing agent again in 2020 for a record breaking 15th straight year with over $254 million in closed transactions!


 

The Challenge

Understanding the value of a robust online presence Tracy McLaughlin needed to upgrade her website and change domains from MarinFineHomes.com to TracyMcLaughlin.com.

With client service in mind, Tracy sought enhanced website usability and design to reflect the high-end brand and luxury experience she provides her clientele.

 

Our Strategy

The team at WSD launched the engagement with thorough client discovery and needs analysis. With a depth of experience in the real estate industry, we understood the competition and what it takes to appeal to and connect with consumers online.

Through project planning sessions, we learned that Tracy McLaughlin wanted to eliminate her previous website’s dark and outdated feel, gain her staff’s ability to manage property listings, and manage an extensive media library. She was looking for both "simplified" and "enhanced" website design and development.

We presented wireframes and custom technical solutions to best meet Tracy McLaughlin’s evolving needs through collaborative ideation and in-depth market analysis.

Services Provided:
Website DesignWebsite DevelopmentContent Management SystemProject ManagementHostingEmail MarketingLead GenerationContent Creation


The Solution

Mobile-first and designed to impress

We crafted site aesthetics with thoughtful design to reflect the client’s brand and better appeal to her clientele – creating a user interface that was bright, clean, and visually inviting. A pared-down navigation menu and a simplistic layout enable seamless usability.

Leveraging a robust content management system, we crafted a behind the scenes experience that makes it easy for the client to manage multiple areas of the website independently, such as property listings, videos, page content, and contact form entries. Easy access to Tracy's social media networks gives site visitors multiple ways to stay connected and engaged. As a part of our ongoing partnership, WSD provides Tracy with digital marketing services, content strategies, email marketing, SEO, and paid search.

The Results

In October 2020, tracymclaughlin.com saw a 197% increase in sessions as compared to October 2019. A substantial increase in leads combining from organic search drove the increase in traffic. In October 2020, the paid search brought nearly 500 new users to the website.

 

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