Overview
Introduction
ProServe Construction wanted to revamp their online presence to better reflect their brand identity, particularly as they have expanded to multiple locations across the country. With a new logo in place, they wanted completely overhaul their website to align with their evolving vision. Collaborating with the Director of Marketing, we were tasked with creating 3 websites (1 for each location- Atlanta, Austin, and Nashville) that showcased their each location’s services in detail and highlighted their portfolio of work. ProServe Construction also wanted dedicated pages for each service offered and ample space to display images of their completed projects.
Company Background
ProServe Construction is a general contracting company specializing in new builds, additions, and renovations. With a presence spanning three locations across the country—Atlanta, Austin, and Nashville—they boast a diverse portfolio of projects. Their expertise has garnered recognition, having been featured on popular HGTV shows including Flip or Flop Atlanta and Flipping Virgins. ProServe Construction is known for delivering top-notch craftsmanship and innovative solutions to their clients.
Project Objectives
Design a user-friendly and fully responsive website for ProServe Construction, allowing clients to easily navigate and access information about their services.
Incorporate a form for clients to request initial estimates, streamlining the inquiry process.
Showcase photos of completed renovation and new build projects, along with before and after images, in an aesthetically pleasing manner to highlight ProServe's craftsmanship.
Feature sections highlighting ProServe's company values and unique selling points, distinguishing them from other general contractors.
Include a prominently placed link for clients to easily access the client portal, enhancing user convenience and accessibility.
Pre-Design Research
Competitor Analysis
Our competitor analysis offered valuable insights into the renovations, new builds, and additions industries, while also pinpointing our target audience: primarily 35+ year old women and couples. Understanding the importance of resonating with this demographic, we opted for a clean and modern design aesthetic, incorporating a dark blue color from ProServe Construction’s branding. We also learned that incorporating photos of previously completed renovation projects was essential for our target audience who are very aesthetically driven.
Identifying Crucial Decision-Making Points
Through discussions with the project managers and owners of the contractor company, we recognized the significance of providing easy access to free estimates and learned that this was the most effective way of generating leads for them. Understanding the importance of this, we placed the estimate form front and center on each page, acknowledging its pivotal role in attracting and converting potential clients. Additionally, we emphasized the importance of showcasing an abundance of high-quality photos to instill trust in ProServe's craftsmanship and entice potential clients to choose them for their renovations.
Iterative Design Process
Throughout the design process, our focus was on creating websites that not only reflected ProServe Construction's expertise but also resonated with their clients. Every decision was made in close collaboration with stakeholders, ensuring that their vision was fully realized. We meticulously incorporated before and after photos to showcase ProServe's transformational capabilities. Beginning with the Atlanta website as a blueprint, we then used it as a template for the other two websites and customized it to each location’s unique services and personality. In a concerted effort to streamline the estimating process, we engaged stakeholders to find out the common questions that clients have, and I made a graphic to explain the estimating process clearly.
Final Website Design
Designing the ProServe Construction websites has been a valuable learning experience on multiple fronts. I gained experience with WordPress Elementor and expanded my skills and knowledge in web design. Collaborating with contractors and integrating their feedback into the design process taught me the importance of taking into consideration the client’s needs. Additionally, this project deepened my understanding of responsive web design principles, ensuring a seamless user experience across different devices. Armed with these insights, I am excited to apply them to future projects and further elevate my expertise in web design and development.
