Biltmore Website Redesign:
Crafting a Seamless Visitor Journey
The Biltmore website redesign project transformed the estate’s digital presence into a modern, engaging, and visitor-focused platform. As Production Director and Lead Project Manager, I led a cross-functional team to simplify navigation, elevate storytelling, and streamline content management. Our goal was to better serve both first-time guests and long-time fans of the Biltmore Estate.
Project Goals
- Redesign the site architecture to simplify and unify content.
- Personalize the experience for both new and returning visitors.
- Promote deeper engagement with lesser-known estate features.
- Ensure brand consistency while giving each section a unique voice.
- Replace legacy text with rich visual storytelling elements.
- Enable internal teams to update content efficiently using a scalable CMS.
Strategy and Process
To bring the project goals to life, we followed a structured approach that combined research, design thinking, and technical execution. Each phase focused on improving user experience, enhancing storytelling, and enabling long-term scalability.
Research and Discovery
We started with a full content audit. This revealed redundant pages, outdated messaging, and unclear navigation. User behavior analytics highlighted key pain points. Stakeholder interviews helped clarify brand priorities and target audience needs.
Information Architecture Redesign
We rebuilt the site structure from the ground up. Page volume was cut by 62%. Navigation was reworked to lead users to relevant content faster. Fewer, more focused pages created a lighter, faster site experience.
Content Strategy and Storytelling
Large blocks of text were replaced with photos, videos, and concise copy. Each section used a custom call to action that reflected its theme. Visuals were central to the story, improving clarity and emotional appeal.
Design and User Experience
We applied a mobile-first, responsive design approach. Each section had its own look while remaining true to the brand. Navigation was intuitive and consistent across devices.
CMS Implementation and Enablement
We implemented a scalable, open-source content management system using the ExpressionEngine platform, customized to meet Biltmore’s specific needs. Custom templates were built to support various content types, and we trained over 50 team members to update the site quickly and confidently.
Outcome
The Biltmore website redesign project led to a faster, cleaner, and more engaging online experience. Visitors now enjoy a visually immersive and easier-to-navigate site. Internally, staff can maintain and update content without delays. The site continues to reflect Biltmore’s elegance and legacy while staying fresh and visitor-focused.