Client
Newlon Housing Trust
Project
Website
Following the successful rebrand of Newlon Living, Oracle Creative was commissioned to redevelop their website, transforming it into a high-performing, SEO-optimised platform that consolidates multiple microsites whilst significantly improving the user experience for first-time buyers seeking shared ownership homes across north and east London.
Brief
The existing Newlon Living digital presence was fragmented across multiple microsites, creating inefficiencies in both development costs and user experience. The organisation needed a centralised platform that could showcase their portfolio of new build developments, resales, and private sales properties whilst performing strongly in organic search results. The challenge was to create a fast, intuitive website that would compete effectively against private developers in London’s competitive property market.
Creative Approach
We began with detailed wireframe schematics to map user journeys and define functionality before committing to visual design. This planning phase ensured all partners aligned on features and scope before development commenced. The visual design balanced contemporary residential property aesthetics with practical functionality, creating an engaging platform that helps first-time buyers navigate the shared ownership process.
Working in tandem with The Media People’s SEO team in Manchester, we built the site architecture and content strategy around organic search performance from the ground up. Every development needed its own optimised presence, whilst location-specific landing pages would capture search traffic for buyers exploring specific areas across north and east London.
Scope
- Wireframe schematics for all key user journeys
- Enhanced UI and UX designVisual mockups and design approval process
- Staging server deployment for testing and development
Technical Development:
- Custom template development for new build developments, resales, and private sales
- New property search functionalityAvailability tables with live data integration
- Image galleries, floor plans, and key plansLocation-specific landing pages for each development town
- Consolidation of multiple microsites into single platform
- SEO implementation following recommendations from The Media People
- Comprehensive testing across devices and browsers
- Live server deployment
Content Integration:
- Population of development pages with property assets
- Location-specific content for town pages
- Integration of floor areas, availability data, and pricing information
DocuSign Integration:
- Redesign of 33-page Financial Application form (joint applicants) in Adobe InDesign
- Creation of separate single applicant version
- Import to DocuSign with complete envelope build
- Development of all conditional logic and connected fields
- Responsive web form versions for both single and joint applications
- Expression of Interest form development with staff call-off version
- Comprehensive testing and troubleshooting
- Coordination with DocuSign support and training
- Application page updates with clear links to appropriate forms
Documentation:
- Complete website user manual for internal team
Outcome
The consolidated Newlon Living website delivers exceptional organic SEO performance, significantly reducing reliance on paid advertising whilst providing an intuitive experience for first-time buyers researching shared ownership opportunities. Pingdom testing gave the site a 95% performance score with 100% for SEO and a homepage load time of just 535ms, demonstrating the technical excellence of the build. The centralised platform eliminated ongoing development costs associated with maintaining multiple microsites, whilst the DocuSign integration streamlined the application process, reducing administrative burden and improving conversion rates. The fast-loading, mobile-optimised site positions Newlon Living as a contemporary residential brand competing effectively against private developers in the London market.
