Proper Hotels is a new brand from the founder and former CEO of Viceroy. Their properties are located in mixed-use, urban creative hubs and are designed to bridge the gap between luxury and startup culture. With six locations open or under construction—and more in the pipeline—they needed a website that would be able to grow with the brand. Proper also needed a platform to showcase both an impressive roster of tastemaker collaborations and an existing library of high-quality visual assets.
Working directly with the company creative director, Spherical became an integral team member, helping to translate the brand’s on-property experience online, and assuring that the new site aligned with Proper Hotels’ long-term brand vision.
Spherical designed a customizable Wordpress back end that provides a framework for the rapidly expanding brand. Not only will it be easy to add more hotels and residences as they come in the pipeline, but it will be possible to add or remove layers on existing pages to better showcase assets as they become available. The flexible page designs are able to highlight the unique features of each property.
To build rankings for a new domain of an existing hotel, Spherical recommended the client focus their opening strategy on paid channels to immediately drum up bookings. We conservatively estimated it would take 4-6 months to begin ranking for new SEO terms. To speed the process along, our tactics included: site-wide meta content strategy, site wide technical optimization mostly related to site speed and compression, SSL and link cleanup via outreach.