RERA Easy · Web | Shreyash Agare

The site was deleted, and the leads stopped

RERA Easy has run MahaRERA compliance since 2017. Chartered accountants, advocates and engineers on one team, with DLF, Godrej and Tata Realty on the client list.

Then the website was gone. Deleted, with nothing in its place.

Most of the firm's enquiries came through that site, so the enquiries stopped. Nine years of reputation, and nothing a search could find. That is the brief I was handed. Not a redesign, a business that had lost the channel it ran on.

No site meant no leads, and no leads meant no business

Regulation is written for regulators

Getting back online was the deadline. Getting it right was the harder half.

The people who have to comply with RERA are developers registering a project, brokers registering as agents, and buyers working out whether a project is legitimate. None of them are lawyers, and the official sources do not help them feel like one. RERA Easy does that work: MahaRERA registration, quarterly progress reports, Form 5 audits, legal drafting, promoter changes, litigation.

One job, three audiences. Make a developer, a channel partner and a homebuyer each believe, quickly, that this is the firm that will not let a filing go wrong.

Accuracy was not negotiable either. Plain language, yes, but simplification that changes meaning, no, because this is law and getting it wrong costs somebody a project. I had a week and worked on my own, with their advocates and chartered accountants signing off every claim. And I started with a logo and nothing else. No brand, no photography, and no old site to work from.

What each of the three actually lands on

Trust before services: since 2017, then 7,000 clients, 5,000 projects and the market share

Three audiences, three pages. A developer and a homebuyer need different things proved

Services in the firm's own language, checked by their advocates. Five practice areas mapped to the stage of the building they apply to, so a developer finds the one they are standing in

The firm has been at this since 2017. The milestones carry the proof: 500 clients, then 1,200 developers, then 7,000 across Maharashtra

What goes live first

Build the pages that earn, park the rest

Instead of A complete site before anything goes live

Every week offline was a week of enquiries that did not arrive. So the question was not what a finished site needs, it was which pages a person has to land on before they pick up the phone.

That is the home page, one page per audience, the service pages those point at, and city pages for the searches that start "RERA consultant in Pune". Everything else waited. A smaller site that exists beats a larger one that is still being approved.

After The firm was findable again in a week instead of a quarter.

Trust first, services second

Answer 'can you be trusted with this' before selling anything

Instead of Opening on the service list

Three audiences land here wanting different work done, but they arrive with the same first question. Can this firm be trusted with a filing that goes wrong expensively. So the page leads with since 2017, the client roll and the market share, and only then the services.

Each audience then gets its own page rather than a filtered view of one, because what a developer needs proved is not what a homebuyer needs proved. City pages sit under them, for the searches that start "RERA consultant in Pune".

After The enquiries that came in after launch were from developers.

The firm holds the keys now

Payload CMS on Neon, twenty collections, hourly revalidation

Instead of Hard-coding the copy and editing it myself

This site went dark once and nobody inside the firm could bring it back. Rebuilding it the same way would have rebuilt that risk too.

So the content lives in a CMS the firm logs into, in its own database, separate from the code. Twenty collections cover the services, the audience pages, the cities, the client roll and every legal claim on the site.

There is a second reason, and on a compliance site it matters more. The copy is the firm's own legal language, signed off by their advocates. Regulation moves and services change, and every one of those edits is wording only they can approve. Routing that through me makes the person who built the site the bottleneck on a compliance page.

After An edit goes live without a deploy and without me, and the content outlives any one build.

Their words, better arranged

Structure and hierarchy, not translation

Instead of Rewriting legal services in plain English

The tempting move is to translate everything into ordinary language. On a compliance site that is a liability, because if you change the wording of a statutory service you have described a different service.

My work was deciding what comes first and what a reader can skip, not rewriting what things are called.

After Nothing on the site describes a different service than the one the firm sells.

Back online, and the buyer side still underserved

The channel is working again. Enquiries went up after launch, and they come from developers.

A homebuyer trying to work out whether a project is legitimate is the most anxious person who lands here and the least equipped to read a service list. That is a different page, and it does not exist yet.