Generations At Shalom Park Website Redesign

Generations at Shalom Park Village asked LevLane to develop a new brand – expressed across a newly redesigned website – that would balance a variety of competing and yet equally important elements. For example, they needed to express their profound commitment to diversity while at the same time staying true to their Jewish faith. But they also needed to educate the public about the benefits of life plan communities while distinguishing the unique offering that Shalom Village is within that category. And they needed to speak to the new opportunities available with the new development of Shalom Park, while reassuring the public about the longevity of and reliability of the backing of the project by bringing the parent company Aldersgate into the conversation.

And lastly, we needed to make it easy for visitors to the site to take an action, to learn more, to sign up. Because sales is the name of the game.

With a keen understanding of the user journey, we employed a variety of user personas to help us create a site that responded uniquely to their individual needs and expectations. This helped potential customers engage, educate and activate around one of the largest and emotionally complex decisions of their lives. Then we redesigned the existing one-page, long scroll website, and spread the information from it across multiple pages, which allowed users to enter the story at the phase that was most useful for them. This provided them with a depth of information they hadn’t had access to before – and yet organized in a way that was much more intuitive and a lot less overwhelming.

And then we made sure that the calls to action were accessible, clear, contextual and instinctual, so that when a user was ready to act, they were able to easily move on to the next phase of their journey. All while carving out a unique, distinctive and compelling brand for an exciting new life plan community in North Carolina.