Case study · Residential construction
Artistic Construction
A construction website, custom admin software and monthly SEO for a North Georgia builder.
Artistic Construction has built custom homes and remodels in North Georgia since 2003. Before writing their new website, we read hundreds of customer reviews from across the construction industry. Stress was the complaint that came up most, so the website is written around removing it. We also built a custom admin with automated lead follow-up, and we run their SEO every month.
North Georgia
The brief
Website messaging built from customer research.
We analyzed hundreds of customer reviews in the construction industry. The most common complaint was stress. The website answers it with specifics, like fixed scope, daily photo updates and a one-year warranty. Conversions went up after the new messaging launched.
Project summary
What we built for Artistic Construction.
Artistic Construction has built custom homes and remodels in North Georgia since 2003. Grindstone Design built its website and a custom admin console with lead software, and runs its SEO every month. Before writing the copy, we analyzed hundreds of customer reviews from across the construction industry. Stress was the most common complaint, so the website answers it with fixed scope, daily photo updates and a one-year warranty. Conversions went up after the new messaging launched. The site has a project gallery with a page per project, a basement cost calculator and a questionnaire for commercial concrete. Every inquiry lands in one pipeline with automated alerts, follow-ups and review requests. Organic search traffic is up 100% month over month and 100% year over year.
Brand
The existing logo, with a new brand system.
Customers in North Georgia already know Artistic Construction’s hammer and arch, so the logo stayed. Around it we set a serif for headlines, a clean sans for everything else, and a palette of cream, charcoal and muted gold. The same system is used on the website and in the admin console.
Website
Construction website design written to reduce stress.
The first screen of the Artistic Construction website speaks to the stress homeowners described in reviews. It answers that with fixed scope, daily photo updates and a one-year warranty. Residential and commercial concrete each have their own section and pages. Every page ends with the estimate button and a phone number.
Across the site
One website for every service.
The homepage, project gallery, cost calculator, guides and lead dashboard. Scroll through each one.
Project gallery
A construction project gallery with a page per project.
Each Artistic Construction project page has photos, a short description of the scope and the town. Projects filter by type and location, which matches how homeowners search. The office team adds new projects from the admin console.
Estimate tools
A basement cost calculator and project questionnaire.
Artistic Construction’s basement calculator turns size, finish level and add-ons into a price range, with what is and is not included spelled out. For commercial concrete, a six-question questionnaire narrows down the right system. Both end in a booked consultation and feed the lead pipeline.
Monthly SEO
Monthly SEO with traffic up 100% year over year.
Artistic Construction is on our monthly SEO program. Guides answer the questions North Atlanta homeowners search before they call, and service pages cover each town in the service area. Commercial pages target the searches facility managers make. Organic search traffic is up 100% month over month and 100% year over year.
Custom CMS
A custom CMS and admin for the office team.
We built Artistic Construction their own admin console. Leads, blog, reviews, portfolio, media and pages are all in one place, behind a login the owner controls. The team updates the website themselves, and the dashboard shows new leads, booked calls, pipeline value and closed work.
Lead follow-up
Lead follow-up in one pipeline.
Every inquiry from every Artistic Construction form goes into the same pipeline, moving from New to Contacted, Call booked, Quoted and Won. Automations send instant lead alerts, self-booked calls, drip campaigns and review requests. Follow-ups can be drafted with AI and sent by email or text from the lead’s page, and stalled leads show up on the dashboard.
Call tracking
Call tracking on every page.
Many homeowners call Artistic Construction instead of filling out a form. The console records every tap on a phone number or email across the website, with the page, the button and the source that brought the visitor in. The owner can see which pages and buttons bring in calls.
“Stress was the top complaint in the reviews we read, so the website is written to remove it.”
What changed
The results.
- 01Organic search traffic up 100% month over month and year over year
- 02Website messaging built from hundreds of customer reviews
- 03More conversions after the new messaging launched
- 04Town-by-town service pages for local search
- 05Custom admin console for leads, content, reviews and portfolio
- 06Automated lead alerts, follow-ups and review requests
- 07Call tracking by page, button and source
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