A trusted home
for Serenity Parks
Vivid have worked with Serenity Parks on multiple projects over the years, from web development to branding and print. This provides real familiarity with Serenity Park’s business, brand and target audience.
With recent investment, Serenity Parks has moved to a new stage of growth and they were keen to create a digital representation of the brand that would reflect both their ambition, credibility and financial stability.
Vivid was commissioned to design and develop a responsive website to represent Serenity Parks’ change in strategic objectives – moving away from holiday parks to focus on residential living. The project had two objectives; to provide an easily accessible platform which potential customers could use to find out about the parks Serenity has to offer and to showcase the properties available within a growing portfolio of residential parks.
quality at speed
Speed was a key factor in this project. Serenity required a professional and credible website up and running as soon as possible, so that the business could promote its residential parks to customers confidently and sell properties to drive revenue.
The website needed to work effectively for a specific target audience. The typical age range for people looking to purchase residential park properties is 50+ and the sales cycle can take time and thought to complete. As these are generally higher value purchases than most other day-to-day transactions, (more like buying a home), it’s vital the user experience should instill confidence.
The three main criteria for us to achieve were clarity, accessibility and trust.
a website tailored for success
We took our well-established knowledge about Serenity’s brand and created an engaging, intuitive, and functional website tailored to suit over-50s audiences.
The website’s user experience (UX) was designed primarily with conversions in mind. Users that navigate the website or look at each individual home page on either mobile devices or desktop/laptop computers encounter ‘sticky’ navigations – these sticky navigations include key information/actions and ways for customers to easily submit enquiries and requests for information.
The practicalities of buying into a park development is made clear on the website, including incentives such as part exchange schemes, financing options and a quicker way to buy or sell your home without the use of a traditional estate agent.
By clearly communicating these incentives, prospective residents have a better idea of how they can benefit from purchasing one of Serenity Parks properties. A key factor in the general design, positioning, and message was focussing on the community aspect of residential park living.
This website supports Serenity’s broader acquisition strategy, with a website designed to grow alongside each new park and property that is added to its portfolio.
a digital transformation
The new website has transformed Serenity Parks’ digital presence, delivering the premium online experience the business needed to match the quality and ambition of its brand. By creating a true destination for prospective residents and park sellers alike, the platform showcases Serenity’s exceptional portfolio of parks while providing a seamless journey from discovery through to enquiry.
Since launching, the website has generated a consistent flow of high-quality leads, supporting both resident acquisition and park acquisition objectives. More than just a website, it has become a valuable commercial asset that underpins Serenity’s ongoing growth strategy.
As Serenity Parks continues to expand, Vivid remains a strategic digital partner, continually analysing performance, optimising the user experience and evolving the platform to support new acquisitions, changing customer needs and future business growth.
