In today’s real estate market, a company’s website is often the organization’s first opportunity to make a good impression on potential clients who are beginning their home-buying journey. Research shows that design options and personalization together are the #2 driver of new homes, after location. M/I Homes, one of the largest homebuilders in the nation, recognized that their website, mihomes.com, is a critical pillar of the M/I customer experience. It introduces visitors to their unique brand promise, diversity of community locations, and array of home product offerings. As such, M/I’s leadership wanted to leverage the site to help simplify the buying process and reduce the stress on buyers.
The company decided to embark on a website redesign that would deliver a more user-friendly and relevant web experience. The company’s goals would be to:
- create a more intuitive and engaging experience for both prospects and customers
- consolidate and simplify existing website features