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Cove

Year

2024

Industry

Real Estate / PropTech

Scope of work

Framer, Form Integration, CMS, Analytics

Timeline

5 weeks

The Brief

Cove is a property technology platform connecting real estate professionals with intelligent building management tools. Their challenge was unique: speaking to two very different audiences — tech-forward property managers who understand software, and traditional real estate operators who are skeptical of "proptech" solutions — through a single website.

The site needed to build trust with both camps while driving qualified leads for demos and consultations. Too technical and they lose the traditionalists. Too simple and they lose the innovators.

Discovery & Strategy

Dual Audience Strategy

We developed two primary user personas and mapped their distinct journeys through the site. Tech-forward visitors want feature specifications, integration documentation, and API details. Traditional operators want ROI projections, implementation timelines, and case studies from similar properties. The information architecture accommodates both without forcing visitors to self-identify.

The homepage serves as a sorting mechanism: a clear value proposition speaks to everyone, then branching pathways guide each audience to the content that addresses their specific concerns. Feature pages lead with benefits (for operators) and include expandable technical details (for tech buyers).

Design Approach

Professional Warmth

PropTech design tends toward cold, sterile tech aesthetics. We pushed Cove toward warmth — the warm tones of well-managed buildings, the human element of property management, the tangible nature of real estate. Photography features real buildings and real people, not abstract tech illustrations.

The layout uses generous white space and clear typographic hierarchy to project professionalism without feeling corporate. Interactive elements are subtle but purposeful — ROI calculators, feature comparison toggles, and property type selectors that personalize the experience.

Development & Build

Conversion Architecture

Every page has a clear conversion goal, but the CTAs adapt to context. Early-funnel pages offer content downloads (guides, whitepapers). Mid-funnel pages offer personalized demos. Late-funnel pages offer direct consultation booking. This progressive approach respects the longer B2B sales cycle typical in real estate technology.

Lead forms use progressive profiling — the first interaction asks only for email, subsequent visits request more detail. This reduces friction at the top of funnel while building richer profiles for sales follow-up. All submissions route to the CRM with full page-context and UTM attribution.

Results & Impact

Market Reception

Cove's new site successfully served both audience segments. Qualified demo requests increased, with the sales team noting higher-quality leads who arrived with better product understanding from the self-guided website experience. The progressive form strategy reduced form abandonment significantly compared to the previous long-form approach.

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Frequently

asked questions

What does a typical project timeline look like?

Full website builds take 6–8 weeks. Migrations from WordPress, Webflow, or Wix ship in 4–6 weeks. Rush projects can launch in as fast as 2 weeks. Every timeline includes design, development, CMS setup, and launch support.

What’s included in a full website build?

Custom design across desktop, tablet, and mobile. Framer development with CMS collections for your content. Form integrations (HubSpot, Zapier, Cal.com). SEO optimization with meta tags and structured data. Plus 2 weeks of post-launch support included.

Do I own the website after launch?

Yes, 100%. You get full ownership of the Framer project, all custom components, and complete CMS access. No lock-in, no recurring fees. You only pay for a retainer if you want ongoing design and development support.

Can you migrate my site from WordPress, Webflow, or Wix?

Yes. We’ve migrated sites from all major platforms. Content is preserved, SEO redirects are configured to protect your rankings, and the new Framer site launches with significantly better performance and page speed.

What if I need changes after launch?

You can edit content, images, and CMS items yourself — that’s the whole point of building in Framer. For design changes, new pages, or structural updates, we offer monthly retainers. Most clients manage day-to-day content independently within days of launch.

Do you work with startups or larger companies?

Both. We’ve built sites for pre-seed startups and publicly traded companies. The process scales to fit the project — whether it’s a 4-page launch site or a 20-page enterprise platform with multiple CMS collections.

What industries do you specialize in?

SaaS, fintech, AI/ML, B2B platforms, maritime, and creative studios. But Framer expertise transfers across any industry — we’ve worked with food companies, space tech startups, insurance providers, and more.

How do you handle CMS and content management?

We set up Framer CMS collections tailored to your content — blog posts, case studies, team members, products, whatever you need. Your team gets a recorded walkthrough covering publishing workflows and SEO best practices. Most clients are adding content independently within days.

What does a typical project timeline look like?

What’s included in a full website build?

Do I own the website after launch?

Can you migrate my site from WordPress, Webflow, or Wix?

What if I need changes after launch?

Do you work with startups or larger companies?

What industries do you specialize in?

How do you handle CMS and content management?

What does a typical project timeline look like?

What’s included in a full website build?

Do I own the website after launch?

Can you migrate my site from WordPress, Webflow, or Wix?