Meir Mellul, CEO of the Tzur Group, came to us after seeing a website we'd built for a chocolate boutique. He loved the dynamics, the animations, the motion - and told us he wanted "a website like a casino - visitors walk in, pull the slot machine handle, and everything moves".
His existing site wasn't bad - it was a standard real estate company website, nothing fundamentally wrong with it. Just ordinary, and exactly like everyone else. Meir wanted something that sets him apart. We carried out a full UX strategy and website development - but not exactly what he asked for.
We explained to Meir that the real estate investment space in Israel carries a problematic reputation - particularly around land deals. A potential investor landing on a site that feels like a casino won't feel confident enough to invest. The first thing this audience needs to feel is trust, not excitement.
We found the right balance: a user experience that's far more dynamic and engaging than the old site or any competitor - smooth animations, scroll-triggered motion, a modern feel - but within a framework that communicates seriousness and professionalism. Not a casino, but an experience that says "this is a company you can trust with your money".
How right were we? A year later, his biggest competitors copied exactly the experience we'd built for him.
We brought in Tzvika Sofer, our go-to copywriter for real estate, to write the homepage content. Tzvika wrote deep, detailed content that gives visitors real value - not just marketing slogans, but information a potential investor actually needs.
The result: the homepage itself reached page 1 on Google for "real estate investment in Israel" - not a blog post, not a separate content page, but the homepage. Without paid promotion. Meir suddenly started receiving organic inquiries he'd never gotten before.
On top of that, we gave Meir easy editing access to the site. He got so excited about this capability that he started adding articles and content on his own on a regular basis - from a business owner whose website "just existed" to one who actively manages his digital presence.
A year after launch, the Tzur Group went through a business transformation - from a real estate investment firm to a development company specializing in urban renewal. We didn't build a new website but updated the existing one to reflect the new business model and language - a much simpler process when the foundation is built right from the start.
But the biggest impact of this project was what happened beyond it. Aharon Schreiber, a friend of Meir, saw the website and was impressed - which led to the Jerusalem Municipality project with seven websites. And since building Tzur's site, several more clients from the same office floor have come to us. One good website sparked an entire chain of projects.
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