Leeds-based Bolser bring life to new North London site

Leading digital marketing agency, Bolser, has designed the new website for one of Europe’s largest town centre regenerations, North London’s Brent Cross Town.

Commissioned by Related Argent, a UK property developer known for major urban regeneration projects (including London’s celebrated King’s Cross and Coal Drops Yard), Bolser was hired to redesign the Brent Cross Town website, including the residential offer. Brent Cross Town is projected to be worth £8bn and is set around 50 acres of parks and playing fields.

This encompasses 6,700 new homes, 50 new restaurants/shops and a business and innovation district for 25,000 workers. In December 2023, London’s first new mainline station in a decade, Brent Cross West station, on the Midland Main Line opened at Brent Cross Town.

The bold new website by Bolser is a supercharged version of the original, with enhanced functionality and a significantly streamlined experience for site visitors. The transformation involved the creation of new website elements including bespoke residential pages, interactive maps to place users right in the heart of Brent Cross Town and removing friction for people making an enquiry.

Drawing a diverse mix of audiences including local area residents, first time buyers, global investors and local councils, the site now speaks to the varied needs of each audience with a tailored experience.

“We wanted to create a digital showcase of all that Brent Cross Town is about and the many ways that it will enrich the community.”

Says Lauretta Bridge, Group Account Director, Bolser. “The result is a carefully crafted, customer-centric experience with unique user journeys for the site’s numerous audiences. We really wanted to hit home themes of sustainability, health & wellness and social connectivity. I feel confident we’ve achieved that and it’s a project we’re very proud of!”

Ease of use and connectivity is key to the project, with engagement numbers expected to rise exponentially. Since going live, the site has experienced a 30 per cent increase in engagement time, 5 per cent increase in new users and an 100 per cent increase in referral traffic.

Commenting on Bolser’s work, Rachel Jones, Senior Marketing Manager, Related Argent, says: “Bolser has created a new site that ensures Brent Cross Town is future-proofed for the many phases of the project. Bolser’s notable UX expertise has ensured the site is easy to use, with multiple content areas for ultimate flexibility.

“The design is clean and fresh with micro animations to ensure high levels of engagement. The team have been great to work with, very accommodating given the many stakeholders involved and challenges we’ve had to overcome. Hopefully we get to work together again.”

By Mark Adair – Correspondent, Bdaily

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