The Otto Goes Live
We’re really happy to have worked with Londonewcastle on the branding for The Otto, their new Hackney development. Following our work on the striking floral hoarding, which brought glamour, art, and nature-based imagery to the building site, we recently unveiled The Otto’s full website.
Extensive market research led us to develop a site which generated traffic from people searching for new-build properties in Hackney, Clapton and Dalston, driving our target audience towards the site. We built a colourful, elegant site incorporating the same bespoke floral illustrations seen on the hoarding; we also ensured a high level of interactivity, and included additional woodland iconography. This emphasised the natural beauty of the Hackney Downs surrounding the development.
We decided to launch the site in two stages, which meant that we could both build traction and generate traffic. We increased our search ranking with the holding page while we developed the full marketing site. The holding page allowed people to register their interest early, while the full site was constructed to cater to two types of visitor: those who wanted to immediately register interest, and those who enjoyed the journey around the site before registering. This proved successful, and achieved a conversion rate of over 20%.
In keeping with our passion for place marketing, we added a Neighbourhood page, and the Tales from E5 blog. These stories captured the character of the Hackney area – its culture, vibe and events – which complemented the sales-based messaging.
Why not see for yourself – check out The Otto’s beautiful new site.