Digital strategy proposal — 2026

Lusail.

A digital experience worthy of Qatar's future city.

Prepared by Mash
02 / 9
01 — Opportunity

Lusail is a global city. Its website should feel like one.

Lusail represents Qatar's most ambitious urban achievement — a city built on vision, scale, and global standards.

Yet its current digital presence falls short of the experience the city itself delivers. It feels dated, fragmented, and disconnected from the audiences it serves.

This proposal outlines a complete digital revamp — re-engineered from architecture to aesthetics — to match Lusail's stature and serve its residents, businesses, and visitors at world-class standards.

03 / 9
02 — Analysis

The current state.

A frank audit of lusail.com reveals systemic issues — from technical foundations to user experience.

Outdated stack
Built on WordPress + Elementor — slow, plugin-bloated, hard to scale.
Confusing navigation
15+ poetic menu items — users don't know where to click.
No audience clarity
Residents, investors, visitors all share one tangled path.
Accessibility failures
Disabled zoom, missing alt text — fails basic WCAG standards.
No site search
No way to find anything quickly across the entire site.
Heavy media
Images run ~2 MB each — far above the 100–300 KB ideal range for web. Combined with .mov videos, page loads are crippled.
Weak mobile UX
Desktop site shrunk down — not designed for mobile-first.
Poor SEO
Empty meta tags, no schema, low search visibility.
04 / 9
03 — Performance audit

The numbers confirm it.

Google PageSpeed Insights, measured on www.lusail.com (May 5, 2026). Both mobile and desktop fail Google's Core Web Vitals — the standard Google itself uses to rank pages in search results.

Open mobile report ↗ Open desktop report ↗
Lighthouse scores

A 0–100 grade Google gives the page on a single test load. Anything under 50 is flagged red. The performance score on mobile is critical — most visits come from phones.

27
Performance
How fast the page loads and becomes interactive.
78
Accessibility
Whether the page is usable by people with screen readers, keyboard nav, etc.
96
Best practices
Adherence to modern web security & coding standards.
77
SEO
How discoverable the page is by Google & other search engines.
Core Web Vitals — real users (last 28 days)

Field data — what real Chrome users actually experienced on lusail.com. This is the data Google uses for search ranking.

LCP
5.5s
Poor
Largest Contentful Paint — time until the page's main image or heading appears. Good: under 2.5s.
FCP
3.0s
Poor
First Contentful Paint — time until anything at all appears on screen. Good: under 1.8s.
CLS
0.18
Needs work
Cumulative Layout Shift — how much content jumps around as the page loads. Good: under 0.10.
TTFB
1.7s
Poor
Time to First Byte — server response delay before the browser receives anything. Good: under 0.8s.
Lab metrics — controlled test load

Lab data — the same page loaded in a sandboxed environment that simulates a mid-range mobile + slow connection. Reveals how bad it gets on weaker devices.

4.1s
FCP
First Contentful Paint
13.4s
LCP
Largest Contentful Paint
1,110ms
TBT
Total Blocking Time — how long the page is frozen and unresponsive to taps.
0.162
CLS
Cumulative Layout Shift
12.2s
Speed Index
How quickly visible content fills the screen.
Lighthouse scores

A 0–100 grade Google gives the page on a single test load. Desktop performance is better than mobile but still well below the 90+ benchmark of category leaders.

39
Performance
How fast the page loads and becomes interactive.
78
Accessibility
Whether the page is usable by people with screen readers, keyboard nav, etc.
96
Best practices
Adherence to modern web security & coding standards.
77
SEO
How discoverable the page is by Google & other search engines.
Core Web Vitals — real users (last 28 days)

Field data — even on desktops with fast broadband, the page fails on layout stability. Content shifts are the headline failure.

LCP
2.9s
Needs work
Largest Contentful Paint — time until the main image/heading appears. Just over the 2.5s good threshold.
FCP
2.4s
Needs work
First Contentful Paint — time until anything appears. Should be under 1.8s on desktop.
CLS
0.42
Poor
Cumulative Layout Shift — content jumps significantly. Failing badly: should be under 0.10.
TTFB
1.5s
Poor
Time to First Byte — slow server response even on broadband. Good: under 0.8s.
Lab metrics — controlled test load

Lab data — desktop conditions, broadband connection. Shows the page can paint quickly when network is fast, but layout instability and blocking work persist.

0.9s
FCP
First Contentful Paint
2.9s
LCP
Largest Contentful Paint
480ms
TBT
Total Blocking Time — page is unresponsive for nearly half a second.
0.289
CLS
Cumulative Layout Shift
4.7s
Speed Index
How quickly visible content fills the screen.
Top opportunities Google flagged

Each item below is a specific audit Lighthouse failed, with the estimated improvement if it's fixed. Same on mobile and desktop.

~3.45s Render-blocking requestsCSS & JS files the browser must download before showing anything. Defer or inline them to paint sooner.
845 KiB Inefficient cache lifetimesAssets aren't cached long enough — repeat visitors re-download files they already have.
840 KiB Unused CSSStylesheets contain rules that never apply on this page. Tree-shake to ship only what's used.
110 KiB Unused JavaScriptScripts are downloaded and parsed but never executed. Code-split and lazy-load.
~960ms Font display strategyWeb fonts block text rendering until they load. Use font-display: swap to show fallback text first.
5.4s JavaScript execution timeThe browser spends 5.4s running JS on the main thread — freezing interactions.
8.1s Main-thread workTotal time the browser is busy parsing, styling, and running scripts. The user can't interact during this.
2.3 MiB Network payloadThe page weighs 2.3 MB total — a Lusail homepage should be under 1 MB.
14 KiB Image deliveryImages aren't using modern formats (WebP/AVIF) or correct dimensions for the viewport.
Multiple Layout shift culpritsImages and ads without reserved space cause content to jump as they load.
Other failing audits

Outside performance, the audit also flagged accessibility, SEO, and best-practices issues that hurt usability and search ranking.

A11y Missing image alt attributesScreen readers can't describe images — fails WCAG, blocks visually impaired users.
A11y Links without discernible namesButtons/links have no readable label — assistive tech announces "link" with no context.
SEO Missing meta descriptionThe text Google shows under your search result is empty — Google generates one, badly.
SEO Invalid robots.txtThe file that tells search engines what to crawl has 1 syntax error — risks pages being mis-indexed.
BP Browser console errorsJavaScript errors are being thrown on every load — symptom of fragile, untested code.
BP Missing source mapsFirst-party JS ships without source maps — debugging in production is blind.

Source / Google PageSpeed Insights · www.lusail.com · May 5, 2026 · Both mobile and desktop verdicts: Failed

05 / 9
04 — The case for change

Why Lusail needs a complete revamp.

Match the city's stature
Lusail competes globally — its digital front door must reflect the same ambition as its skyline.
Serve three audiences
Residents, businesses, and visitors each deserve a tailored, intuitive journey.
Performance is credibility
A slow site signals a slow brand. Modern infrastructure builds instant trust.
Own the search results
Better SEO means Lusail dominates queries about Qatari real estate and tourism.
Premium feels premium
Editorial design, refined typography, and confident pacing make every interaction feel high-end.
Functional, not decorative
Property search, interactive maps, and curated tools — utility woven into beauty.
06 / 9
05 — Approach

White. Editorial. Spacious. Confident. Cinematic.

01
White
A cream-dominant canvas that lets architecture and photography breathe. Quiet luxury, not loud decoration.
02
Editorial
Typography-led layouts inspired by luxury magazines like Monocle and Wallpaper*. Type does the heavy lifting.
03
Spacious
Generous whitespace, no cramped sections. Confidence comes from restraint.
04
Confident
Minimal copy, decisive statements. Lusail doesn't need to oversell — it needs to declare.
05
Cinematic
When imagery appears, it's full-bleed and breathtaking. WebP-optimised, 4K-ready visuals.
07 / 9
06 — Architecture

A clearer structure. Built around audiences.

Sitemap

Click any pillar to see what it does for Lusail.

Note: this is an initial proposal — the full scope, page list, and content depth will be finalised after a complete requirements-gathering phase with the Lusail team.

08 / 9
07 — Features

Beyond beauty — built to work.

Additional scope
Interactive city map
Explore districts, properties, and amenities through a 3D-aware map experience.
Property search
Filter Lusail's official inventory by district, type, price, and bedrooms — buyers reach what they want in seconds.
Live events calendar
Filterable, real-time updates across stadium, marina, and city events.
Additional scope
Mobile app integration
Integration with the existing Lusail mobile app so account, services, and data flow through one identity. Final scope to be confirmed after a review of the app's tech stack and the availability of its APIs.
09 / 9
08 — In closing

A city of a lifetime deserves a website to match.

Let's build it.

Thank you

01 / 9