Building better buyer journeys:
Gentoo Homes set out to create a smoother, smarter, and more effective website experience for house hunters across the North East.
With a focus on prospective buyers, every page, form, and feature was reimagined to support the journey from browsing to booking a viewing
Gentoo Homes Website Design and Build
WHO
Gentoo Homes
WHAT
Full Website Rebuild, UI/UX Strategy, and Conversion Optimisation
WHEN
March 2023 – September 2023
WHERE
Sunderland, England
HOW
Pure HTML rebuild, analytics-led design decisions, user behaviour tracking, and rapid deployment
What was achieved (and fast)
In just four months:
- ⬆️ Views per user jumped by 58.61% (from 2.30 to 3.66)
- ⏱️ Engagement time soared by 85.07% (from 54.11 seconds to 1:40)
These weren’t just surface-level wins. This was a complete front-end transformation paired with a smart, data-led content and UX strategy. The site became easier to navigate, quicker to load, and more aligned with what users were actually looking for.
The approach: clean code, clear goals
Rather than relying on a traditional CMS, the site was rebuilt using pure HTML, offering full control over performance, responsiveness, and SEO. The benefits included:
- Blisteringly fast load times
- Cleaner code for search engine indexing
- More flexible layout control
Performance insights were gathered and applied using:
- Google Analytics (GA4 + UA) for behaviour tracking
- HotJar for heatmaps and session recordings
- Lighthouse for speed and accessibility benchmarking
Every decision was grounded in real data. No assumptions. Just insights and outcomes.
A site designed for buyers
The user experience was tailored to the needs of modern homebuyers:
- Intuitive navigation and search tools
- Filters for region, property type, and availability
- Easy access to floorplans, site plans, and development updates
- Clear, well-positioned calls to action
Key features delivered:
- Interactive development maps
- VR preview slots
- Mortgage and affordability calculators
- Fully responsive mobile-first layouts
- Accessible typography and contrast compliance
Each feature was modular, flexible, and easy to maintain – ready for ongoing updates as Gentoo Homes continues to grow.
Brand-aligned, buyer-friendly
Gentoo Homes’ confident, local tone was reflected throughout the design:
- Signature purple colours
- Rounded corners and friendly iconography
- Button-led journeys with strong accessibility scores
- A tone of voice that felt helpful, not pushy
The visual and UX styling reflected Gentoo Homes’ values: bright, approachable, luxury and trustworthy.
Collaborative delivery
This project was delivered in close collaboration with Gentoo’s internal teams. Together, the delivery team:
- Prioritised essential vs future-phase content
- Mapped and validated the site architecture
- Iterated based on user feedback and analytics
Regular check-ins, open feedback loops, and a shared focus on user outcomes ensured the site launched on time and delivered immediate results.
Results at a glance
- +58.61% increase in views per user
- +85.07% rise in average session duration
- Fully designed, developed, and deployed in under 4 months
This wasn’t just a facelift – it was a fully restructured, performance-optimised digital experience built for long-term value.
Forward-ready foundations
The final result gave Gentoo Homes:
- A scalable and modular site structure
- Clean code that’s easy to maintain and evolve
- A UX journey that supports higher conversions
Buyers now enjoy a faster, simpler way to find their next home – and the site is ready to grow alongside the business.