The Lookout at Lake Chelan

Website Design

The Challenge

The Lookout is an incredible vacation home community on Lake Chelan in eastern Washington State. It was thoughtfully designed to promote connections among multigenerational families, with amazing homes, beautiful public spaces and private access to the lake. Having worked with them on brand strategy, messaging and marketing campaigns, we turned our attention to their website. The current site was functional, but it failed to capture the beauty, energy and unique experience the community represents. There were also some challenges in the content architecture and user experience. We needed to create clear paths for key audiences—renters and home buyers—and a more intuitive path to conversion for both.

The Outcome

The Lookout is a true escape from the ordinary, with activities and adventures for active families of any age. To reflect that, we created an immersive website that brings the beautiful property to life through photography and video. We worked with the Lookout team to create more engaging storytelling around why the property is unique, and also rearchitected the site to improve conversion and ensure that users weren’t getting overwhelmed by the content. Key to the success was enabling buyers and renters to easily find the content relevant to them, and ensuring that the sales and rental teams could easily update content across the site.

Experience the full site here.

The goal was to promote conversion without losing the ability to engage users with more expansive storytelling.

The site’s homepage features a full width video background, highlighting the property and the lifestyle it makes possible.


A playful, custom-illustrated, interactive map highlights the many amenities and gives users a feel for just how much fun they have at their doorstep.

Potential home buyers can dive deep into the benefits of ownership and explore properties in detail, without having that content impede the path to booking for renters.