Buyers rarely call the first developer they find. They shortlist a few projects on their phone, compare them side by side, and book viewings only with the ones that answer their questions clearly.
That makes your website the first sales office most buyers visit. Here is what it needs to do that job, and to keep doing it after launch.
Build around the buyer journey, not the company
Many developer websites are organised the way the company sees itself: a vision statement, a message from the chairman, a grid of project logos. Buyers arrive with a narrower question. Is this project right for me, and can I afford it?
So organise the site around the path a buyer actually takes (our guide to designing around the customer journey shows the method):
- Find the project through Google, an advert, a portal or a LINE message.
- Check the basics: location, sizes, starting price, completion date.
- Picture living there: floor plans, photos, facilities, the neighbourhood.
- Decide whether to trust you, from completed projects and construction progress.
- Ask for a viewing in one step, on the channel they prefer.
Every project deserves its own page at its own web address: it does most of the selling, and it is what appears when someone searches for the project by name. A strong one answers the buyer’s questions in roughly the order they ask them:
| Buyer’s question | What the project page shows |
|---|---|
| What is it, and where? | Project name, area, property type, status and completion date, visible without scrolling |
| Can I afford it? | Starting price per unit type, payment terms, current promotion |
| Will it suit how I live? | Unit types, floor plans, sizes and facilities |
| What is the area like? | Map, travel times, nearby schools, hospitals and shopping |
| Can I trust the developer? | Completed projects, dated construction progress, company details |
| How do I see it? | Viewing form, LINE and phone, one tap away on any screen |
Give each project page what buyers came for
Four kinds of content carry most of the weight.
Unit types and floor plans
Unit types are where interest turns into intent. For each one, show the size in square metres, bedrooms and bathrooms, a floor plan with room dimensions that is legible on a phone, the starting price, and current availability.
Floor plans should be sharp images that open full-screen and zoom. A downloadable brochure is a useful extra, but never lock basic floor plans behind a form. Buyers asked for a phone number just to see a layout often leave for a project that shows it openly. For 3D models and walk-throughs, see what virtual tours and 3D viewers add.
Price, as openly as you can
Price is the first filter every buyer applies. When a project page hides it, buyers do not assume a bargain. They assume it is out of reach, and move on.
Where you can, show:
- a starting price for every unit type, not just the cheapest unit in the building
- the payment structure: booking fee, contract payment, instalments and the balance on transfer
- current promotions, each with a clear end date
- the fees the buyer pays at transfer, and the monthly common-area fee
If you cannot publish prices yet, say so plainly and offer a next step: “Prices are released at launch. Register to receive the price list first.” It is silence that loses the enquiry, not the missing number.
Location and lifestyle, made specific
“Prime location, close to everything” tells a buyer nothing. Specific facts do the work:
- a map, with honest rush-hour travel times to the nearest BTS or MRT station and expressway
- the schools, hospitals, offices and shopping that matter to buyers at this price
- facilities shown in real photos, or in renders labelled as artist’s impressions
For international buyers, add what they cannot easily find elsewhere: whether foreign-quota units are still available, and whether the sales team speaks their language.
Galleries that load fast
Renders, photos and walkthrough videos sell property. They are also the usual reason developer websites are slow, and a gallery that stalls on mobile data sells nothing.
A fast gallery is mostly discipline. Export images at the size they are displayed, in a modern format such as WebP. Load images lower down the page only as the visitor scrolls to them. Replace a large autoplaying video with a play button, and host walkthroughs on a video platform rather than your own server. Then check the result against Google’s Core Web Vitals.
Show proof that you can deliver
Buying off-plan asks someone to trust you with a large sum for a home that does not exist yet. “Quality you can trust” will not earn that. Evidence will:
- completed projects, with handover dates and photos of the finished buildings
- a dated construction-progress gallery for every project still being built
- the company behind the project: its registered name, head office and key partners
- press coverage, awards and owner reviews, but only real ones, used with permission
Proof works hardest on the project page itself, close to the viewing form.
Make the viewing request effortless
Asking for a viewing should take seconds. Offer three routes on every project page:
- A short form. Name, phone number, preferred date and unit type. Pre-fill the project so nobody has to type it.
- LINE. Many buyers in Thailand would rather send a message than fill in a form, so a LINE button that opens a chat with the right sales team is essential.
- Phone. A tap-to-call number for buyers who want an answer now.
On phones, keep all three within reach in a slim bar fixed to the bottom of the screen. After someone sends the form, tell them what happens next and when. Then route each enquiry to the sales team for that project, not to a shared inbox nobody owns.
Give each language its own SEO
Thai buyers often search for a project or neighbourhood in Thai; international buyers tend to search in English by area, station or property type. A translation plugin bolted onto a Thai site will struggle to reach both.
A properly multilingual site gives each language its own pages and addresses, with titles, descriptions and headings written for how that audience searches. Hreflang tags tell Google which pages are translations of each other, and the language switcher keeps visitors on the same project. Forms work in every language and are answered by someone fluent in each. Our multilingual SEO guide covers the technical set-up.
Have each language written properly, not machine-translated. A payment term lost in translation is an expensive mistake.
Measure enquiries and keep the site current
Track every enquiry in GA4
If enquiries arrive only by phone, nobody can say which project page, advert or search produced them. Set up Google Analytics 4 to record viewing-form submissions, LINE taps, tap-to-call clicks and brochure downloads as key events (GA4’s name for conversions), broken down by project.
Tag adverts and social posts with campaign links (UTM tags) to see which ones bring buyers who enquire, and connect Google Search Console to see the searches that find each project. Each month, compare enquiries per project with the viewings and bookings sales reports. That is how budget moves towards what works.
Let marketing update it themselves
Property websites date quickly. Prices change, promotions end, units sell out and construction moves on. If every change needs a developer, updates wait, and a buyer who spots last quarter’s promotion starts to wonder what else is out of date.
Build the site so marketing can edit prices, availability, galleries, promotions and new project pages themselves. On WordPress, a visual builder such as Breakdance or Elementor makes this practical, especially when unit types and prices are simple fields rather than text buried in the design. Editor training belongs in the project, not in a later invoice.
What this looked like for one developer
We redesigned the website of a property developer whose old site took nine seconds to load and broke on phones. Enquiries came in only by phone and were not tracked, and the marketing team could not change even a photo without paying a developer.
We restructured it around the buyer journey, with project pages, floor plans and transparent pricing, and rebuilt it in WordPress with Breakdance so marketing can update everything themselves. It is bilingual with separate SEO for Thai and English, with enquiry forms and LINE on every project page, tracked in GA4.
The results:
- +40% buyer enquiries in the three months after launch
- Load time cut from 9 seconds to 2
- Page one of Google for three project keywords
- Zero developer hours needed for content edits
The developer’s Sales Director summed up the change:
“Our website used to hold us back. Now it’s the first place our sales team sends every buyer.”
The full property developer case study walks through the project in more detail.
A checklist for every project page
Where to start
If you already have a website, find where buyers drop off: slow pages, missing prices, forms that are hard to reach on a phone. A website redesign can fix the structure while keeping your domain and Google history, with every old page address redirected.
For a second opinion on your current site or an upcoming launch, tell us about the project. We reply within one business day, and the first 30-minute consultation is free.