Renovating a Construction Company
When I started working with 123, the whole aesthetic and culture of the company was about what you’d expect from a construction company run by men on the edge of the boomer generation. And while it worked in the field on projects, they were falling behind in the new age of digital marketing. So we developed a plan, established new methods, and made something modern, elevated, and unlike any of the local competitors. Everything is new, from the desktop and mobile site to the business cards, and now the company has the foundation for continued growth in the digital landscape.
Need
A modern, engaging look for an 11 year old construction company.
Solution
A comprehensive brand update, including brand guidelines, engaging social media, and a website that runs fast, looks great, and plays nicely with Google.
Colors
Homepage
A clean new look, with less clutter and more speed.
I did A/B testing to see if people responded better to having a contact form at the top of the page or available in a sidebar.
Turned the background of sections into a feature for past projects, using parallax features to reveal detail as you scroll.
Added small micro-interactions and animations to bring the page to life.
Found places to incorporate video.
Added a script function to check zipcodes so people knew before calling if they were in our service area.
Web Redesign
Rebuilt entire sections of the site, moving toward a more editorial style, making it more like a digital magazine than a block of information. If you want a deeper dive, you can click some links to see more. If you quickly get the info you need, you can flip to the next section.
Wrote detailed profiles for each project manager that highlight strengths and styles. Included reviews from previous clients, methods of contact, and a slideshow of recent projects.
Redesigned the detailed project pages with more attractive layouts, clear structure, better photos, and quick highlights. Then did seo work for each one so the pages would turn up if you google the address of the highrise or the products and designs used.
Redid the gallery pages to be both a useful index of projects and an attractive stand-alone collection of previous work. The scrolling masonry makes it resemble Instagram or Pinterest more than a catalog.
Built contact forms that capture relevant info, look professional, and load quickly. Organized company contact info in a Google-friendly way, and cleaned up the social media.
Social Media
Completely new aesthetic for social media posts. The first photo got 3 likes on Instagram. Mine got 445.
New blogs that have strong seo, but are more focused on presenting useful information in a comprehensive way, increasing share-ability.
New standardized thumbnails for betting engagement and a cleaner look.
Branding
I used all of this and created a comprehensive brand guide for consistent voice and styling. It has all the things you expect like fonts and hexcodes, and also templates for project posts and voice guidance for blogs and review responses.
Cards
I also worked on new company business cards, along with other printed materials.
