Scala Projects
Scala Projects develops unique senior living and care complexes in the Netherlands, turning monasteries, bakeries and cigar factories into homes where people can grow old without moving on.
About this project
Jimdo was limiting Scala on marketing, conversion tracking and design all at once. We rebuilt on WordPress with a refreshed identity, video-led storytelling and the tracking a B2B lead generation site actually needs.
Client Introduction
Scala Projects is on a mission to create living concepts where seniors can grow old without worry: warm, sustainable, connected, in the middle of the community, and fully prepared for more intensive care if a resident's health demands it. Founded in 2016 by two former Nike real estate colleagues, the company acquires and redevelops distinctive existing buildings, a former monastery in Lage Vuursche, a bakery in Oss, a cigar factory in Hilversum, into small-scale residential care complexes. They work with operators including De Drie Notenboomen, Stichting Philadelphia and Stichting Hilverzorg, and have twelve care locations to their name.
The Challenge
Scala does more than property development. It is development with a social purpose and a genuine story behind it, and their website was not equipped to tell it. They were on Jimdo, which limited them on three fronts simultaneously: online marketing, conversion tracking and design. For a business whose acquisition channel is LinkedIn advertising, the inability to track conversion properly is not a cosmetic problem, it breaks the feedback loop that makes the spend accountable. The design constraint mattered too, because a company positioned on warmth and human purpose cannot express that through a template. The site needed strong copy, their own photography for the personal feel, and real project imagery.
The Approach
We had already been running successful LinkedIn advertising campaigns for Scala, so we understood where the site was leaking before we started. We rebuilt on WordPress specifically to gain the freedom to build a genuine, distinctive house style rather than adapt to a theme, alongside a refresh of the identity itself. Content led the build: strong copy to carry the social mission, their own photography for the personal register, and project imagery throughout. Video was a specific requirement for this B2B lead generation site, including on the homepage, which we built in to give visitors an immediate and vivid sense of the work the moment they land. Technically, the rebuild let us professionalise properly, website tracking above all, so the advertising could finally be measured against what it produced.
Results & Impact
Scala now has a site that carries its social mission properly, with video, their own photography and real projects doing the work a template could not. The LinkedIn campaigns paused during the build and went live again immediately at launch, and the response from the market and from the campaigns was strongly positive. With proper website tracking in place, the advertising spend is now measurable against outcomes, and the site loads in 1.6 seconds.
