The Fairview Economic Development Corporation announced this week that its newly redesigned website has received a prestigious national marketing award after judges praised the site’s ability to showcase the community while keeping every available industrial property remarkably difficult to locate.
“We wanted the website to feel immersive,” said Fairview EDC Executive Director Karen Whitmore. “Anyone can just put a button on the homepage that says ‘Sites & Buildings.’ We wanted users to experience Fairview first.” Visitors arriving at the website are greeted by a full-screen video featuring downtown storefronts, children playing in a fountain, a farmer walking through a field and approximately 14 seconds of a drone flying over the local performing arts center.
Those looking for available industrial property can begin their journey by selecting “Discover Fairview,” followed by “Grow Here,” then “Business Resources,” then “Opportunities,” then “Development Assets,” and finally “Property Solutions.”
From there, users are directed to a separate third-party database requiring them to choose Fairview County from a statewide dropdown menu containing 96 counties.
“We really wanted the user experience to be intuitive,” Whitmore said.
The website currently promotes seven available industrial properties totaling more than 1,100 acres, although none appear on the homepage. One is accessible through a small text link near the bottom of the Economic Development Resources page. Another can only be found by downloading a 38-page PDF. A third appears in a rotating homepage banner for approximately four seconds every 90 seconds.
“We didn’t want to overwhelm people,” said the project’s web designer. Judges specifically praised the website’s “clean, uncluttered design,” noting that the absence of visible properties allowed more room for community photography, testimonials and a large animated statistic showing Fairview is located within one day’s drive of 63 percent of the U.S. population.
The website also received high marks for its navigation.
Under the main menu item “Why Fairview,” visitors can explore Quality of Life, Education, Healthcare, Arts & Culture, Outdoor Recreation, Community History and a page titled “Our Story.”
Available industrial sites are located elsewhere.
“We know site selectors are busy,” Whitmore said. “That’s why we tried to make the site simple.” A corporate real estate consultant who recently evaluated Fairview said he ultimately found the property database after searching Google for “Fairview Arkansas industrial sites.”
“It took me directly to the page,” he said.
Fairview officials said the website has already generated strong engagement since launching, with average visitor time increasing by nearly 40 percent. Staff attributed much of that increase to users attempting to locate the properties. The EDC is now considering additional enhancements, including an interactive map that will display restaurants, parks, schools, museums, trails and public art installations. Available industrial property may be added in a future phase.
At press time, Fairview staff were preparing to submit the website for a second award in the category of Best Digital Experience.
The application deadline could not be found on the awards website.
