Aura Cambridge Property Development Microsite
This project involved the design of a dedicated property marketing microsite for Aura Cambridge, a residential development created by Countryside Properties. The website was designed to support the sales process by allowing prospective buyers to explore available properties, review specifications, view floor plans, and visualise homes through high-quality CGI imagery.
The goal was to create an engaging and informative digital experience that could effectively showcase the development while helping potential buyers move from initial interest through to enquiry.
The Challenge
Purchasing a new-build property often requires buyers to make decisions before construction is complete. As a result, the website needed to communicate key information clearly while providing enough visual detail to help prospective homeowners understand the space, layout, and overall lifestyle offering.
The user journey needed to accommodate:
- Property browsing and plot discovery
- Floor plan exploration
- Specification review
- Development information
- Lead generation and registration
- Contact and sales suite information
Design Approach
The design centred around showcasing the properties themselves, with large CGI imagery acting as the primary visual focus throughout the experience.
Individual property pages were structured to provide buyers with quick access to:
- Property dimensions
- Room measurements
- Internal specifications
- Plot information
- 2D and 3D floor plans
- Property image galleries
A clear information hierarchy was used to ensure that essential purchasing information remained easily accessible while maintaining a clean and premium presentation.
Visual Design
The visual direction reflected the premium nature of the development while remaining practical and information-led.
Key design considerations included:
- Large architectural CGI imagery
- Clean layouts with strong content hierarchy
- Easy access to floor plans and specifications
- Simple navigation between property information
- Clear calls-to-action for enquiries and registrations
The result was a digital experience designed to support both marketing objectives and practical property purchasing decisions.
Outcome
The project demonstrates the balance between marketing-led visual design and functional information architecture. By combining high-quality property imagery with structured technical information, the microsite provided prospective buyers with a comprehensive overview of the development while supporting lead generation and sales activities.