Smart Built
Smart Built is a highly reputable general contractor based in Toronto, with over 20 years of experience in the industry. Known for their quality craftsmanship and dedication to client satisfaction, they receive 100% of their clientele through word-of-mouth referrals.
Smart Built needed a website that could act as a digital business card, showcase their extensive portfolio of work, and set the foundation for future digital marketing initiatives.
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The project faced several challenges, including a lack of visual assets to effectively showcase the client's high-quality construction and renovation projects. We also needed to update outdated branding materials and messaging to better resonate with the affluent target market. Communication barriers further complicated the process, as the client struggled to clearly express their preferences and desired positioning in the industry.
The goal of the website design was to present Smart Built as a professional and reliable contracting company, even with a limited amount of image assets. The design incorporates simple yet detailed black and white illustrations and bold typography to create a modern, sophisticated look. The primary colour, orange, is used strategically to draw attention without overwhelming the user.
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To build a competitive foundation for the website project, we conducted an in-depth audit of top competitor websites. This audit focused on key elements such as performance metrics, SEO factors, website structure, content quality, brand representation, functionality, and each competitor’s unique selling points.
To effectively position the website, we identified primary competitors using a combination of SEO analysis, field research, and user interviews:
SEO Analysis: We assessed top-ranking websites for the search term "home renovation contractors," filtering down to general contractors within the target region who demonstrated strong organic search traffic and consistently high user ratings.
Field Research: Targeted neighborhoods were canvassed for active construction projects, allowing us to identify competitors physically present and actively engaged within the community.
User Interviews: Participants from our user interview sessions provided insights on general contracting companies they had used for their renovation projects. This firsthand input helped us understand user experiences and expectations directly from a consumer perspective.
| Competitor Map | #1 | #2 | #3 | #4 |
|---|---|---|---|---|
| Responsive | C | B | C | A |
| Website Performance | D | B | D | D |
| Accessibility | A | A | A | C |
| SEO Score | A | A | A | A |
| Content Quality | B | A | D | A |
| Services Offered | A | B | B | B |
| Overall User Experience | B | A | C | B |
| Blog |  | |  | |
| Social Profiles | | | | |
| Awards and Partnerships | | | | |
The audit identified the following areas of weakness for Smart Built compared to their competitors.
The audit identified numerous areas of opportunity for Smart Built where competitors were lacking.
Within the first 6 months of the website launch, Smart Built successfully signed on three new clients who visited the website before making their decision to partner with the company. That year, the client saw a 25% increase in the number of clients compared to the previous year.
With the new website in place, they are now ready to move into phase two, focusing on improving their search engine ranking for Toronto-area contractors. This phase will include adding a blog section, creating marketing materials, and expanding their reach across social media platforms.
