61%
Increase in website traffic
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The Challenge: A business split in two
Prior to the redesign, the Amiri Group’s digital presence didn’t reflect the scale of its physical operations. With Construction and Homes operating as separate microsites, the user experience was disjointed. This siloed website structure made it difficult for stakeholders, partners and customers to understand the group’s expertise and offering as a commercial construction company and property developer.
The Objective: A unified front
Amiri needed more than a new website; they needed to align two previously separate brands – Amiri Homes and Amiri Construction.
The new website needed to be more than a digital brochure for home sales; it was also a business development tool used to win high-level construction tenders.
Our goal was to create a unified website that:
- Consolidated the split website into a single, powerful brand website.
- Proactively answered tender-based queries to streamline the bidding process.
- Elevated ESG (Environmental, Social, and Governance) and recruitment efforts.
- Showcased their track record through immersive, media-rich storytelling.
The Escape’s Solution
1. A Unified “One Amiri” Information Architecture
We moved away from the fragmented microsite model to a cohesive single digital ecosystem. By bringing Construction and Homes under one roof, we created a seamless journey for clients and stakeholders. The new website structure not only improved SEO and GEO authority, but ensured that visitors looking for luxury residential developments would also be exposed to the Group’s massive commercial capabilities. Building consumer trust across the web.
2. Designing for the Tender Process
Winning bids in construction requires instant credibility. We analysed the common questions Amiri is asked during tenders and integrated the answers directly into the UI through:
- Visible Accreditations: Industry certifications are no longer buried; they are strategically placed throughout the site to provide constant reassurance.
- Proactive FAQ: The site content was drafted to “head off” common technical questions, allowing the business development team to point to the website as a definitive source of truth.
- Clear Sector Information: Making their construction expertise clear across their multiple sectors, from commercial to industrial, healthcare, retail, education and leisure. With dedicated project case studies proving their expertise in these areas.
3. ESG: Building for the Future
For the modern construction industry, ESG is a “must-have,” not a “nice-to-have.” We gave ESG its own dedicated spotlight, moving beyond text-heavy policies to a visual narrative. This demonstrates Amiri’s commitment to sustainability and social value in a way that resonates with both local authorities and private developers.
4. Recruitment: Attracting Top Talent
To combat the industry-wide skills gap, the new site acts as a powerful recruitment tool. We created a space where potential recruits can see the “Amiri Way” in action, focusing on the company culture, the prestige of their projects, the company vision and the career paths available within the Group.
The Results
The new Amiri website is a high-performance platform that mirrors the quality of an Amiri build. By centering the design on reputation, transparency, and visual excellence, the Group is now better positioned to win bids, attract talent, and lead the conversation on sustainable construction.
