Crest Nicholson Digital Strategy

The Crest Nicholson digital strategy involved a complete overhaul of the user experience and path to purchase, a new design, advanced PPC landing pages and a full SEO campaign.


Crest Nicholson Steve DaviesThe brief

Crest Nicholson is one of the UK’s largest housebuilding companies and is listed on the London Stock Exchange as a constituent of the FTSE 250 Index.

  • Full digital strategy project to understand the customer journey.
  • Brand refresh to rethink the market perception and professionalism of the company.
  • Customer and competition insight, research and testing.
  • User flow mapping and content strategy.
  • Interactive wireframing to steer the creative design.
  • A new eCRM system and CMS making the data flow seamless.
  • Full SEO & PPC with user experience taking precedent.
  • Customer support and retention planning and optimisation.

The results

  • A reimagined user experience with graphical led product pages and a fully optimised approach.
  • Sales leads up 24% after website relaunch.
  • 48% increase in organic search traffic.
  • Over £100,000 saved YoY in paid search marketing to generate the same levels of traffic.
  • Reduction in customer support queries by 36%.

The project

Below you can see various screengrabs of the digital strategy and outputs as the project went along:

The 18 month project involved every area of integrated marketing strategy with the intense user research, data mining & existing operations setup being key to leading the new web portfolio and user experience.