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BuildingLink

INTRODUCTION

  • Year

    2021

  • Industry

    SAAS, Professional Services, Technology, Startup

  • VIEW LIVE SITE

Building the Future of Property Management

BuildingLink has been a leader in property management technology, offering innovative solutions to over 5,000 properties and nearly two million residents across the globe. Their mission is clear: to elevate modern living and working in residential communities through inspired solutions, pioneering technology, and dedicated service. Despite their impressive reach, BuildingLink faced a significant challenge—an outdated website that struggled to convey their brand’s innovation and value to current and prospective clients in an increasingly competitive market.

They needed a website that not only represented their core values but also supported their sales process, improved SEO, and provided a tailored experience for both their US and Canadian markets. That’s where we came in.

Laying the Foundation: A New Digital Blueprint

BuildingLink’s existing digital presence was fragmented, failing to showcase the “magic” of their solutions. To address this, we embarked on a comprehensive overhaul, starting with a deep dive into their brand and digital ecosystem. The project had clear goals:

  • Create a Cohesive Digital Experience: Develop a unified website that aligns with BuildingLink’s brand identity and clearly communicates their diverse range of property management solutions.

  • Support Regional Needs: Design a dedicated microsite for the Canadian arm to address region-specific content and sales requirements, including French translation, while integrating it seamlessly with the main site.

  • Enhance the Sales Funnel: Optimize the site’s SEO and information architecture to drive traffic and convert visitors into qualified leads.

  • Empower the Team: Build a user-friendly content management system that allows BuildingLink’s team to update and manage content with ease, streamlining workflows and improving efficiency.

Building the Brand: Refreshing the Visual Identity

To begin the transformation, we refreshed BuildingLink’s visual identity, refining the logo and expanding the color palette to bring a modern, dynamic feel to the brand. The updated visual language was designed to reflect BuildingLink’s ethos of innovation, empowerment, and seamless service. We introduced new typography and iconography guidelines, ensuring a consistent and professional look across all digital touchpoints.

The tone and voice were also carefully refined to convey confidence and clarity, striking a balance between being approachable and authoritative. This helped position BuildingLink as not just a service provider, but as a thought leader in the property management space.

Crafting the User Experience: A Seamless Journey

Property management involves multiple stakeholders, from property managers and board directors to VP operations and marketing teams. Each of these groups has unique needs and objectives. We began by mapping out detailed user journeys and restructuring the information architecture to ensure intuitive navigation and easy access to key resources.

The new site featured dedicated sections for each audience segment—property managers, board directors (strata), VP operations, and marketing teams—allowing users to quickly find relevant information and solutions tailored to their specific needs. We integrated clear calls to action to guide users through the site, from exploring solutions to contacting the sales team.

 

Streamlining the Content: A Bilingual Approach for Canadian Clients

One of the critical challenges was developing a microsite for BuildingLink’s Canadian operations, featuring content tailored specifically to the Canadian market. This included a bilingual design to support both English and French-speaking clients. We ensured that the microsite maintained the same look and feel as the main site, while providing the Canadian team with the flexibility to highlight region-specific services and solutions.

This dedicated microsite not only supported the Canadian sales team in their efforts but also provided a foundation for future expansion, ensuring that BuildingLink could effectively engage with its audience across both markets.

TECHNOLOGY

Technical Excellence: Building a Robust Platform

The new website was built on a custom WordPress theme, optimized for speed, SEO, and accessibility. We adhered to WCAG 2.1 AA standards to ensure the site was fully accessible, and implemented best practices for responsive design to deliver a seamless experience across devices.

SEO optimization was a key focus, given BuildingLink’s need to improve visibility and lead generation. We conducted a thorough audit of their existing content and keyword strategy, refining the site structure and metadata to enhance search performance and drive qualified traffic.

The content management system was designed to be intuitive and user-friendly, allowing BuildingLink’s team to easily update content, manage multilingual support, and keep the site current without the need for extensive technical support.

The new BuildingLink website successfully positioned the company as a leading provider of property management technology. The refreshed brand and streamlined user experience have improved engagement across key audience segments, while the dedicated Canadian microsite has empowered the regional team to better support their market.

With a robust digital platform in place, BuildingLink is now equipped to showcase their innovative solutions more effectively, support their sales process, and continue their growth trajectory in a highly competitive industry.

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