Terminus

The Challenge:

A mixed-use real estate development from Cousins Properties, Terminus offers living, working and leisure spaces to residents, businesses and visitors in Atlanta’s vibrant Buckhead district. However, with two separate, distinct websites for residential and retail/office customers, Terminus’ online presence lacked cohesion across its core business functions—which did not support its position as a true mixed-use development. With inconsistent branding, poor navigation, ineffective search engine optimization and difficult-to-manage site administration systems, the Terminus and 10Terminus websites decreased site traffic, interaction and sales.

The Goal:

Seeking to better engage residential, retail and business customers alike, Cousins Properties turned to Cool Blue Interactive to redesign the Terminus websites. Cool Blue’s goal was to merge both into a single, effective online portal with improved usability, consistent branding, improved search engine optimization, an appealing visual layout, intuitive navigation and simplified content management to increase site traffic, usability and sales.

The Results:

Cool Blue Interactive delivered on all objectives for Cousins Properties, including:

• A vastly improved user experience with increased usability and effective search engine optimization within a single, cohesive Terminus website that increased the average site visit length by 350%
• A 77% increase in site visits and page views via improved content organization, intuitive navigation and expertly designed ingress/egress information pathways
• An immersive brand experience thanks to successful merging and application of the Terminus and 10Terminus branding into a consistent branding style across the site
• Simplification of site administration by implementing a robust, easy-to-use Content Management System that better meets the needs of the internal Terminus teams
• Increased customer satisfaction, higher conversion and competitive advantage

After fully exploring and understanding Cousins Properties’ business objectives and the needs of its target audience, Cool Blue applied the industry’s best practices in website design and usability to develop and deploy a single, cohesive and successful Terminus website that engages users across all of its core offerings—presenting a truly mixed-use customer/prospect support portal and meeting all business and marketing objectives.