A live platform that needed a conversion lift
UpEquity’s home-buying platform was already in market, but its customer flow and UX were holding conversions back. A redesign rebuilt the experience around how realtors and borrowers actually move through it — and the numbers followed.
Changing the way Americans buy homes
UpEquity, a US-based real-estate company, set out to fix the outdated home-buying process and open up equal access to the American dream of owning a home.
Their proprietary combination of free cash offers, automated underwriting, and low mortgage rates lets customers close deals quickly — without the usual paperwork drag.
Maximising conversions, minimising site complexity
The new UpEquity site had to be more user-friendly, built around an optimised wizard flow that guides realtors and borrowers through filling out an application or scheduling a call — lifting overall conversions.
The result is a polished, uncomplicated interface that lets customers move through the full process in just a few clicks.
A snappy, SEO-friendly platform built with Nuxt SSR
Vue.js with Nuxt’s server-side rendering was the right fit for a fast, SEO-friendly platform — pages render on the server so search engines can read them and the browser receives ready-to-paint HTML.
With SSR, the site’s content is generated on the server and sent to the browser, resulting in faster page loads. That improves the user experience and helps the site rank better in Google search results.
From discovery to launch
Optimising the UI for an intuitive user experience
The existing UI was missing the brand’s key features. Rather than throw out the old layout, the redesign studied how users moved through each element and built on that signal.
UpEquity’s service is built on a straightforward, easy, stress-free experience of buying, selling, trading up, or refinancing. Those functions sit on the landing page in a visual flow — supporting images and information broken into service groups.
To cut endless scrolling, header links jump directly to the matching section on the page.
Easy access and navigation
The imagery has an authentic look — natural, bright, real-life tones, set in a family atmosphere. For Agents got its own page so the two audiences (buyers/sellers and agents) each have quick access to the information they need.
Special attention went into the UX and UI of the Wizard — a custom flow that connects users and stakeholders.
UpEquity’s wizard in steps
Greeting and persona
The wizard opens with a greeting and a CTA. Targeted questions then surface the user's persona — agent, buyer, or someone refinancing — so further questions adapt to them. The goal: optimise the experience and keep the user engaged.
Clean, minimal interface
Users can jump back to the landing page via the UpEquity logo in the header. A personalised greeting sits on the right once they've answered the first question. Big black text on white keeps the eye on what matters.
Detailed needs and wants
The form asks detailed questions about the user's needs and wants, then routes them to the next action. UpEquity uses the collected data to prepare for an incoming call, a meeting, or an offer.
Visible progress
Users should always know where they are in a flow. The right side of the screen — below the current-topic icon — shows the progress of previously answered questions so users can keep track of their steps.
Confirmed actions
On completion, the user picks the next action: schedule a call or a meeting, get more info by email, or apply for an offer. Booking happens on a visually clean date-time picker, and both sides get a confirmation email. Scheduling has never been easier.
The redesign that moved the numbers
After the rebuild, UpEquity’s traffic, engagement, and conversion all climbed — bringing more US buyers a step closer to owning a home.
I was so impressed at their ability to understand our rather unique and niche business to the effect that they were able to give us support on the design and communications side of things, and not simply on development.
