Helping Work Club increase website conversions by 212%
Work Club offers high-end ‘pro-working’ office spaces across Australia, meticulously designed to foster innovation, creativity, and collaboration.
However, their existing website did not reflect the sophistication of their brand, limiting their ability to attract the high-calibre business leaders and entrepreneurs that their spaces are designed for.
In addition to this Work Club planned to expand beyond their central CBD locations with a new, uniquely curated space on the city fringe called Locomotive, it was crucial that they filled these new spaces with occupants from day one, despite the challenge of pre-selling a space that no one could see in person. An ambitious goal of 50% occupancy was set.
Our task was to create a new customer-facing website that would not only align with Work Club’s premium brand positioning but also be a powerful tool for driving qualified leads and facilitating business growth.
We began with an extensive research and discovery phase, utilising desk research, data analytics, and conversations with the target audience to establish a solid strategic foundation. From this, we developed an SEO-focused content strategy that spoke directly to the target audience and reinforced the brand’s proposition.
We then moved to the UX phase, where we produced wireframes for the website, ensuring that the user journey was intuitive and aligned with the brand’s sophisticated image. During the UI phase, we pushed the brand guidelines further by introducing a new, more premium font and dynamic layouts that matched the elevated aesthetic of Work Club’s offering.
The website was developed with a focus on speed and performance to ensure a seamless brand experience, crucial for the success of our ongoing SEO, SEM, and paid social performance campaigns.
To support the launch of the new Locomotive space, we created a highly targeted, multi-channel social campaign. This campaign dramatised the high quality of craftsmanship that went into the space’s premium design aesthetics. The campaign spanned Facebook, LinkedIn, Instagram, Performance Max, and the Google Display Network, leading to an all-time high in conversion clicks, engagement, and impressions on social platforms.
Results
- Introducing a sense of mystique and discovery to UX and UI created an exclusive look and feel, that helped to position Work Club as a premium brand.
