Project Overview
Searchland is a UK-based PropTech platform that transforms off-market land and property sourcing by integrating planning data, ownership records, and AI-driven tools into a single, powerful interface. The client required a high-performance Webflow site to effectively communicate the value of their complex data platform to developers, architects, and land professionals, ensuring clarity and trust while addressing the unique needs of these technical audiences.
Problem
The original website struggled with data complexity, as it needed to visualize over 100 layered datasets, including SHLAA boundaries and planning constraints, without overwhelming users. Critical tools like the AI Sourcing Assistant and automated letter campaigns were buried in dense navigation, making them difficult to access. Users were hesitant to adopt AI recommendations due to a lack of transparency about data sources, such as Land Registry and OS MasterMap, and the site lacked visible social proof, like the 418,000+ sites identified by users, on key conversion pages.
Mobile users faced additional challenges with unresponsive map embeds and a multi-step onboarding process for free trials, while the absence of clear pathways for different user types, such as developers versus energy providers, further hindered engagement.
Goal
The primary objectives were to increase free trial sign-ups by 25% through a streamlined and intuitive user experience, and to showcase data credibility, highlighting integrations with authoritative sources like HM Land Registry, to reduce skepticism. The client also aimed to enable self-service content updates for case studies and sector-specific features, such as wind farm sourcing, empowering their team to manage content independently.
Solution
The redesign focused on simplifying data visualization through toggleable map layers using Webflow’s CMS, allowing users to filter datasets with smooth Lottie animations for transitions. Sector-specific landing pages were created for developers, architects, and energy providers, each tailored with relevant feature highlights. To build trust, a dynamic stats counter was developed using Webflow’s CMS API to showcase platform adoption metrics, and verified Trustpilot review snippets were added as sticky micro-interactions. Conversion optimization included redesigning the free trial CTA as a two-step form with conditional logic for personalized onboarding and implementing mobile-first tooltips to explain technical terms during signup. Technically, interactive maps were embedded via Webflow’s Custom Code element within responsive containers for optimal performance, and a CMS-powered blog with filterable tags was built to enhance SEO and client autonomy.
Result
The redesigned Webflow site delivered a 30% increase in trial conversions, driven by a clearer value proposition and improved user experience. The platform earned a 4.9/5 Trustpilot rating, with users specifically praising the transparent data sourcing integrated into the UI. The client achieved greater operational efficiency, now independently updating 90% of content, including case studies and planning policy alerts, without developer support. This project demonstrates the ability to tackle complex data visualization, build trust in technical industries, and create scalable solutions that empower clients through Webflow’s versatile capabilities.
