Overview
Terra Desarrolladora is a real estate developer with over two decades of experience creating countryside developments near Bogotá. With multiple active and upcoming projects across different locations, they needed a website that could clearly communicate each offering while guiding very different user profiles—from buyers to investors—through a fast, intuitive digital experience.
Caravan Buk partnered with Terra Desarrolladora to design a website structure and content system that balances storytelling, usability, and business performance.
The Challenge
Terra Desarrolladora manages several projects simultaneously, each with unique locations, value propositions, and target audiences. The challenge was to create a single website capable of:
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Organizing multiple projects without overwhelming users
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Communicating clearly to different audience types (buyers, investors, prospects)
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Loading fast and remaining easy to update as new projects launch
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Maintaining a consistent tone of voice across all pages and touchpoints
The website needed to work as both an informative platform and a conversion-driven tool.
Solutions
Caravan Buk approached the project from a user-centered writing and structure-first perspective.
We began by creating a comprehensive Information Architecture document, mapping content hierarchies, navigation flows, and user paths based on business goals and user needs. To guide communication decisions, we developed UX proto-personas, ensuring messaging addressed real motivations, questions, and objections.
Once the structure was defined, we selected the most suitable WordPress template for the project—prioritizing speed, scalability, and flexibility—allowing Terra Desarrolladora to manage multiple projects efficiently within a single platform.
We crafted storytelling-driven website content, wrote clear and persuasive UX microcopy, and ensured accessibility and consistency in tone of voice across all interfaces. The result is a fast, intuitive website that adapts to multiple audiences while clearly showcasing each development.
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