Building Real Estate Website with Webflow
Client
The CRIBS Group
Year
2025
CRIBS Group partnered with me to bring their property listings online and elevate their search visibility. In just one month, I delivered a Figma MVP, launched their Webflow site, and implemented an SEO/AEO strategy to help them stand out in a competitive market.
Scope of Work
The Problem
Client Details
The CRIBS Estate Agency is a Bristol-based property company specializing in curated listings for residential and commercial real estate, seeking to establish a trusted brand in an AI-saturated market.
Business Goals
The team approached me with a pressing challenge: deliver a fully functional website featuring all available listings within one month. They also want the new site could rank well on Google search results, enabling organic discovery and sustained visibility.
The Research
Asking The Right Questions
Stakeholder interviews and desk research were conducted to help answer these questions:
What gaps and opportunities exist in the local property listings market?
What strategic approach will best optimize the website for SEO and organic reach?
How do users assess trustworthiness when choosing an independent letting agent?
How do potential tenants and buyers discover, filter, and evaluate property listings?
Competitive Analysis
I examined a range of competitors, from independent agent listing websites to major third-party property agents to highlight strengths and weaknesses across user experience, search capabilities, and listing presentation.
Keyword Research
To ensure the website targeted relevant search intent, I utilized Semrush and AnswerThePublic to discover high-impact keywords and commonly asked questions, to guide both the SEO strategy and content creation.
The Solutions
Building on Webflow
I chose Webflow for its powerful blend of design freedom, built-in SEO controls, and rapid no-code development features.
Conversion-Centered Design (CCD)
Every element is designed to significantly reduce friction by minimizing unnecessary steps, simplifying forms, and removing barriers, so visitors can effortlessly complete key actions like inquiries or booking viewings.
AI Semantic Writing for Content
I combined strong keywords with AI-driven semantic writing to create content that aligns with real user intent and popular search queries, ensuring the site ranks higher and stays relevant in today’s sophisticated search engine landscape.
CMS for Listings and Blogs
A custom Content Management System powers all property listings and blog posts, empowering the client to easily update information for scalability purposes.
Key Design Highlights
Grid System for Listings
A clean, grid-based layout showcases the property listings, helping users easily compare properties, browse efficiently, and navigate the catalogue with minimal friction.
Enhanced Filtering and Sorting
I built an easy-to-use top-bar filter using Finsweet Properties, offering straightforward filtering and sorting options that help users quickly narrow down listings without complexity.
Split Layout for Listing Details
I designed a vertical split layout that places all property details on the left and reserves a dedicated module for calls-to-action (inquiry or booking) on the right. This keeps CTAs consistently visible, encouraging engagement without disrupting the browsing experience.
The Impact
Rapid Iteration for Fast Launch
Working within a tight one-month deadline, I tackled project milestones through rapid and iterative development. This approach ensured feedback was quickly integrated, allowing us to launch a fully functional site right on schedule.
Seamless CMS for Future Updates
To empower non-technical team members, I implemented an intuitive CMS for listings and blog posts, making property uploads and site maintenance easy and design-responsive.
Green-Flag Scores
Achieved green scores (90+) for SEO and Accessibility in Google PageSpeed Insights, confirming a technically sound foundation that supports discoverability and inclusive use across devices.
Reflection
Delivering CRIBS’s new site in one month pushed me out of my comfort zone. Tight feedback loops and handling everything end-to-end, from Figma design to Webflow development, forced true agility.
I also learned to balance craft with business goals: because the site is conversion-driven, I simplified both the design and the user flows. It may not be the flashiest site, but it’s intentionally functional that drives engagement and conversion.
