Connor Duffy
A web design case study — a calm, editorial landing page that sells Southern California living before the listing, for a Temecula real estate specialist.
Real estate, without the real estate feel.
The Challenge
Most agent websites look the same — listing grids, stock skylines and hard-sell forms. None of it showed how Connor actually works: local, calm and people-first.
The Goal
One landing page that sells the lifestyle before the listing, introduces Connor as a trusted local guide, and makes reaching out feel easy.
Our Role
Art direction, copywriting, page structure, visual web design and a developer-ready desktop handoff.
Timeline
00 weeks
Team
Web designer, copywriter, art director
Methods
Moodboards, content mapping, wireframes
Platform
Desktop web · 1920
We listened for the feeling before the features.
Insight 01
“Every agent site looks the same.”
Listing grids and stock skylines made agents interchangeable — nothing said who you’d be working with.
Insight 02
“I’m choosing a neighborhood, not just a house.”
People moving to Southern California wanted the feel of each area before scrolling listings.
Insight 03
“I don’t want to feel sold to.”
Pushy forms and “book now” banners made people wait longer to reach out, not sooner.
Primary Persona
Maya & Chris, relocating
Moving to Temecula for space and good schools. They know their budget — not yet the neighborhoods.
Goals
- Find an area that fits
- Trust their guide
- Understand every step
Frustrations
- Identical listing grids
- Forms before real help
- Pressure to decide fast
Context
- Evenings & weekends
- Comparing from out of town
- Deciding as a couple
We rebuilt the page around a life.
Before
- 01Listings grid
- 02Search filters
- 03Agent bio
- 04Testimonials
- 05Contact form
- 06Footer
The typical agent site: property first, person last, pressure throughout.
After
- 01The feeling
- 02The approach
- 03The areas
- 04The guide
- 05Let’s talk
Visitors feel Southern California first, meet Connor through how he works, explore the areas — and only then are invited to talk.
Structure first, photography later.
Discovery
Client call, agent site audit and area research.
Wireframes
Page story and section layouts in grey boxes.
Visual design
Art direction, photography, type and colour.
Development
Responsive build, CMS and performance checks.
Launch
Go live, track enquiries and refine the copy.
WIREFRAME — HERO
FINAL UI — HERO
WIREFRAME — KNOW THE AREA
FINAL UI — KNOW THE AREA
WIREFRAME — LIFESTYLE
FINAL UI — LIFESTYLE
The full landing page, one slow scroll.
Warm, editorial and unmistakably local.
Colour
Espresso
#23180A
Charcoal
#20201E
Bronze
#B8926A
Sand
#F2ECE2
Linen
#FFFAF2
Type
Display — Outfit SemiBold / Black
Body — DM Sans, 14 / 16 / 18 · Labels uppercase
Components
PHOTO DIRECTION
Warm grade · soft contrast · real places, never stock
Three rounds of design, each one calmer.
Round 01
Moodboard & tone
What We Tested
Does it feel like Southern California — not a brochure?
What Changed
Swapped stock skylines for warm, golden-hour street photography.
Round 02
Wireframes
What We Tested
Can visitors tell who Connor is within one scroll?
What Changed
Put “The approach” right under the hero and cut the listings grid.
Round 03
High-fidelity
What We Tested
Does reaching out feel easy, not pushy?
What Changed
Replaced the long form with two soft CTAs and direct contact details.
