Steiner

Steiner is a growing construction firm in Portland, OR. Working on residential properties, they needed a website that reflected their values, showcased their offering, focused on SEO, and differentiated themselves in a crowded market.
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To start my research, I looked at Yelp, Angie's List, Houzz, and Facebook for customer pain points. Specifically on his direct competitor's profiles. It became clear that homeowners hated two things: the stress of working on their homes and flaky contractors.

I met with Steiner's CEO. Together, we concluded that by positioning his brand as an "Elite Team Member," we could alleviate both pain points and build messaging around the website around that core value. So "Let's Build Extraordinary" became the banner we rallied around.

It's always important to remember that websites need goals and specific actions you'd like users to take. After meeting with Steiner's team, it became clear that they are a personable and friendly crew. The goal became simple. Introduce the team personally, and make sure an in-person consultation was easy to set up. As a customer, letting strangers into your home can be a stressful experience. I wanted the homepage to highlight Steiner's employees and let potential clients know who they were allowing into their homes. This felt like a strong branding and UX choice.

I used benefit-led H1 & H2s throughout the site and optimized them for SEO with specific keywords. For example, the H1 on the homepage clearly states what services they provide (turnkey custom building and remodeling services) and for whom (residential property owners). In addition, keywords like "custom building" and "remodeling services" in the headings throughout the page help send excellent SEO signals.

I crafted a memorable CTA, "Build With Us," and placed it on a bright yellow button urging users to make contact. The language is simple, concise, actionable, and on-brand for a button. It's small, but it's one of my favorite parts of the site.

Steiner recently contacted me, letting me know they've been able to 3x their revenue. His customers consistently say their website is why they chose to work with them.