About the project

Simple Choice Realty is a real estate listing service run by Chris Carr of Lafayette Hill, Pennsylvania. The company is different than most listing services in that it uses tech and productized service to speed along the process as well as keep costs low.

Chris Carr engaged my help because of my modern and simple designs. In addition to an appropriate design aesthetic, I was uniquely qualified to help Simple Choice because I had experience developing for WordPress. I sought to create a pleasant experience both for Chris in updating the website’s content as well as his visitors & future customers.

The Challenge


Simple Choice’s website design began to look dated by 2016, so one reason Chris wanted to redesign as to create a modern look for his mostly-online business. Another challenge was that Chris had two real estate websites—Simple Choice Realty, for home sellers, and Big Fat Home Rebate, for home buyers. The new website would house both offerings.

The Solution

Because I am a firm believer in that people buy mainly based on copy and not design plus the fact that we were merging two brands together, I approached this challenge with a content-first approach. Chris was also firstly concerned with the visual design of the site, so we quickly iterated through various styles to land on the right one for Simple Choice Realty.


I first revisited Simple Choice Realty’s and Big Fat Home Rebate’s page and navigation structure. Simple Choice Realty had 10 menu items and submenus under each menu item. Big Fat Home Rebate had a similar structure. Although the magical number of 7, plus or minus 2, has been debunked for navigation structure, I still felt it was important to distill the navigation in a way that communicated the company’s story and funneled people into the sales process.

I created a main navigation with 2 lead generation-style pages—one for sellers and one for buyers. I added taglines under each menu item. Under the sellers’ link, I wrote “save money” and under the buyers’ link it said “get money” to reflect very clearly what the company offered in terms of benefits. To the right of that menu was a sellers’ login link so that returning customers could easily access and manage their listings.

website navigation case study

There was still a lot of important information outside of that scope though, so I added a smaller, secondary navigation with pages like Testimonials, About, and Contact Us. I renamed Testimonials to Success Stories to inspire confidence in the company.

Ideally, the website would sell the services well enough that Chris would receive few phone calls to close sales. With this goal in mind, we created interactive calculators and flowcharts describing the service’s benefits.

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The Results

Chris Carr was very happy with the process and deemed working with me a great experience. The website redesign itself was a success. We compared the sales achieved in the month after the redesign launch as well as the same time period the year before. Before the redesign, Simple Choice Realty sold 36 listings in a month through their website.  After the redesign, they saw 45 sales in a month.


Simple choice realty has seen 25% increase in sales.

Want to see similar results for your business?