Helping Changing Places Share Their Story Through a Modern, Empathetic Website
Client: Changing Places (Portland, OR)
The Challenge
Messaging didn't speak directly to families moving seniors or handling estate transitions, and the company lacked a dedicated landing page to showcase and promote its estate-sale service line. As a result, website-generated leads were flat, bounce rates were high, and the business was missing opportunities to capture local estate-sale traffic. They needed a fresh website that told their story authentically, differentiated them in the senior move market, and created clear conversion paths for both service lines.
Our Approach
Story-Driven Design & Custom Photography
We developed a visual narrative centered on moving seniors with dignity, care, and respect. Commissioned custom photography showing real interactions, transitions, and estate clean-outs to strengthen authenticity and build emotional trust with families making difficult decisions about senior moves and estate management.
Simplified Navigation & Clear Service Paths
Created distinct, intuitive pathways for Senior Move Management and Estate Sales services. This allowed visitors to self-identify their needs quickly and follow a conversion path tailored to their specific situation, reducing confusion and improving engagement.
Estate Sales Landing Page
Built a dedicated, SEO-optimized landing page specifically for estate sales services. Targeted local search queries like 'Portland estate clean-out', 'senior move estate sale Portland', and 'estate liquidation services Oregon' to drive visibility for this growing service line and capture qualified local traffic.
Conversion-Focused Elements
Integrated prominent CTAs ('Book a Move Consultation', 'Schedule an Estate Sale Review'), strategically placed contact forms above the fold, trust badges, authentic customer reviews, and responsive design optimized for tablet and mobile devices where families often conduct research on the go.
Performance & Accessibility
Ensured fast load times (particularly important for older decision-makers and adult children), comprehensive mobile optimization, WCAG accessibility compliance, and maintained a warm but professional tone that aligns with how senior-service decision-makers evaluate providers.
The Results
Key Performance Metrics
The redesigned website delivered strong results from launch and continues to perform exceptionally:
- Website-generated leads increased by 75%, creating a more predictable and robust pipeline for senior move and estate-sale inquiries without additional advertising spend.
- Bounce rate decreased by 30%, indicating visitors were finding relevant information, engaging with content, and completing desired actions rather than leaving immediately.
- The new estate-sales landing page captured significant new local traffic and added a service-specific conversion path, helping Changing Places expand this service offering and establish stronger visibility in the estate liquidation market.
- Mobile conversions improved by 85%, reflecting the mobile-first design approach that met families where they conducted research.
- Average session duration increased by 140%, showing that the storytelling design and authentic photography kept visitors engaged longer.
- Form completion rates doubled, as simplified forms and clear CTAs reduced friction in the inquiry process.
- Trust indicators significantly boosted credibility among adult children and senior families researching move options, with measurable improvements in quote request quality.
Why It Worked for Senior Move & Estate Services
Senior move management and estate clean-out services require exceptionally high trust, personal branding, and clear, compassionate messaging. Families don't just buy services — they buy peace of mind during emotionally charged transitions. By redesigning Changing Places' website with this psychological reality in mind, and launching a dedicated estate-sales service pathway, we gave them the structure and visual language to convert both senior move inquiries and estate sale traffic effectively.
This dual-path strategy allowed Changing Places to deepen its core senior-move business while simultaneously building a growing estate-sale service line — all from a unified, conversion-optimized website. The custom photography created authentic emotional connections, the clear service segmentation reduced decision friction, and the performance optimizations ensured families could access information quickly regardless of device or connection speed.
"Greatness Digital didn't just give us a fresh website, they translated our story into design and functionality that works. Our leads climbed, our bounce dropped, and our estate sales service now has more visibility than ever."
Kimberly Steele
Owner, Changing Places
