From ambitious challenger to an innovative force in the market

From ambitious challenger to an innovative force in the market

Layers is a commercial real estate developer that sets itself apart through a fresh, innovative approach in a traditional market. While many players stick to standard formats, Layers deliberately charts its own course—distinctive in appearance, professional in execution, and always focused on growth. With a rapidly expanding portfolio in the Netherlands and ambitious plans to expand into Germany, Layers positions itself as a serious challenger to established players. Their goal is not just to compete, but to raise the bar for the entire sector.

An opportunity to turn brand ambition into conversion

Layers’ previous website was visually strong and played an important role in establishing a professional brand and identity. As the organisation grew, however, a new opportunity emerged: moving beyond brand presentation towards conversion and clearer visibility of the actual offering.

In a market becoming increasingly crowded with new developers, this marked the perfect moment to strengthen Layers’ digital presence and reinforce its position as an innovative challenger.

Choosing a complete digital transformation

Rather than making incremental updates, Layers—together with STUDIO VI—opted for a full digital transformation. The approach was built around buyer journeys, wireframes, and a renewed digital strategy.

Key decisions included:

• A conversion-driven website with a compact, intuitive navigation structure.
• A visual mix of photography and renders, giving visitors a clear view of both completed projects and Layers’ ambitions and identity.
• A careful balance between brand expression and functionality, brought to life through fresh graphic elements, motion, and the brand’s distinctive colour palette.
• Integration of HubSpot to streamline sales and marketing processes.

The Technical Engine Behind Growth and Conversion

Layers’ new website is built on a scalable architecture that combines speed, manageability, and measurability.

Backend & CMS

The foundation is built on PHP and WordPress, selected for their flexibility in content management and the ability to develop custom modules for the Unit Selector and HubSpot integration.

Front-end Frameworks

A custom front end—developed with HTML5, CSS3, and JavaScript—is enhanced with Barba.js for smooth page transitions, GSAP for micro-animations, and TailwindCSS for a lightweight, consistent structure. This combination delivers fast load times and a refined user experience without compromising performance.

Integrations & Tools

Through HubSpot, the entire sales flow is connected to the website, making visitor interactions immediately measurable. All conversions—from form submissions to Unit Selector interactions—are tracked via Google Analytics 4 and HubSpot events, enabling continuous campaign optimisation.

Designed for the Future

The codebase is modular by design, allowing future extensions—such as multilingual support or new project types—to be added with ease. As a result, the website is not just a marketing tool, but a growing digital ecosystem that evolves alongside Layers’ ambitions.

While the new website forms the foundation of Layers’ digital strategy, the real accelerator is the Unit Selector. This interactive tool enables prospects to quickly find the right units and acts as a powerful driver of the sales process.

By combining a conversion-focused platform with the Unit Selector, Layers is able to turn leads into concrete deals more efficiently—while the scalable architecture leaves ample room for expansion into new locations and additional developments.

Higher Conversion and a Stronger Brand

Since launch, Layers’ offering has become far more visible, with a noticeable increase in conversion. Thanks to the integrated HubSpot environment, the entire team—from sales to back office—now works within a single system for follow-up and customer engagement. This has made campaigns and processes more consistent and efficient.

Beyond performance gains, the website has helped Layers deliver on its ambition: positioning itself as an innovative challenger that appears larger and more professional than its competitors. The brand has become more visible in the market and is increasingly recognised as a synonym for quality and progress in commercial real estate.

Results & Analytics

The renewed Layers website shows clear, measurable growth in both usage and effectiveness. Since March 2025, the platform has generated over 294,000 page views (+218%) and nearly 1 million events (+356%), reflecting a significant increase in user engagement. Average engagement time per user rose to 25 seconds (+34%), while the number of form starts increased by 347%—a direct result of improved loading speed, a conversion-focused UX, and the introduction of the new Unit Selector.

Visitors are exploring the content more deeply, as evidenced by higher scroll rates and a strong increase in mobile activity (+125%).

The impact is equally evident across the marketing funnel. A total of 164,000 new users (+349%) found their way to the website, primarily through Paid Search (+17,903%) and Paid Social (+258%), while organic traffic grew by 38%. Thanks to the HubSpot integration, all interactions and leads are automatically captured, providing direct insights into campaign performance and sales quality.

As a result, the website is not only a powerful brand builder, but also a measurable engine for growth and conversion.

What Makes This Project Stand Out

The combination of strategy, design, and technology has delivered more than just a new digital platform for Layers—it has established a sustainable way of working. The Unit Selector has evolved into a distinctive sales tool that accelerates growth and strengthens Layers’ competitive advantage.

This project demonstrates how digital transformation can be more than a website: it became a foundation for scalability, conversion, and brand value—the very pillars on which Layers is building its future.