01
Three service tracks, clearly separated
Residential, commercial and industrial each got a dedicated path with its own proof, project scale and enquiry route - so visitors self-select before they contact anyone.
Construction
A construction firm positioned for commercial and industrial bids
A construction company with strong residential work wanted to be taken seriously for commercial and industrial contracts. The website was the weakest link in that pitch.
+118%
Qualified enquiries per quarter
2.4x
Average enquiry project value
-61%
Time wasted on unqualified leads
4m 10s
Average session on service pages
Project at a glance
- Client: JC Construction
- Industry: Construction
- Timeline: 6 weeks
- Services: Web Design & UI/UX, Custom Web Development, SEO Services
The challenge
What was not working
Procurement managers and developers evaluating a contractor for a six-figure build will look at the website before they take a call. The existing site read like a small residential outfit - stock imagery, vague service descriptions, no evidence of completed work at scale.
The firm was also losing time on unqualified enquiries: homeowners asking about small renovations that the business no longer wanted, because nothing on the site signalled the size of project they were built for.
The approach
What we changed
02
Proof over adjectives
Real project photography, delivery timelines, safety credentials and materials standards replaced the generic "quality and integrity" copy every competitor was running.
03
Enquiry form that qualifies
The contact form asks for project type, scale and timeline, so the estimator knows whether a lead is worth a site visit before picking up the phone.
04
A work-strategy narrative
A dedicated section explains the firm's planning and execution methodology - the thing that actually separates contractors in a procurement comparison.
Results
What changed after launch
+118%
Qualified enquiries per quarter
2.4x
Average enquiry project value
-61%
Time wasted on unqualified leads
4m 10s
Average session on service pages
Outcomes
- Commercial and industrial enquiries now outnumber residential by value
- Estimators triage leads from the form data instead of a discovery call
- Project gallery is updated in-house after each completed build
- The site holds up as a credential in formal procurement submissions
We stopped explaining that we do commercial work. People now arrive at the call already knowing, and the conversation starts at scope instead of credentials.
Technology
What it was built with
WordPress
PHP
JavaScript
Sass
GA4More work
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Have a construction project in mind?
Book a free 45-minute scoping call. We will tell you what we would do differently, what it would take and what it would cost.