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Case Study · Construction · 2025
NOX Construction
Craftsmanship, on the record.
A premium contractor site for a Salt Lake City builder. Bold brand, photography-led project galleries, multi-step quote capture, and a trust-signal-heavy layout tuned for high-ticket residential and commercial leads. Designed and built by ProDesigning Creative in 2025.
At a glance
Project snapshot
2025
Design + build year
~10
Weeks from kickoff to launch
14
Custom project case-study pages
3
Lead-capture pathways tuned for different buyer types
The challenge
A builder hidden behind a brochure
Contractors win large projects on trust. NOX had the work — a portfolio of residential remodels, custom builds, and commercial projects that sold themselves in person. But the old site read like a brochure: a stock-photo hero, generic "about us" copy, a contact form nobody trusted, and zero project detail. Leads that made it to the site were bouncing straight to competitors who looked more credible online.
The ask was direct: a site that matches the quality of the work, makes the portfolio easy to browse, and gives a serious buyer enough confidence to start a quote conversation without needing a phone call first. The constraint: a residential / commercial split that meant the site had to serve two distinct buyer types — homeowners doing a kitchen, and project managers doing a tenant build-out — without making either feel like an afterthought.
What we built
A builder's site, built like one of their projects
Brand-forward identity
Bold red-and-brown palette that carries the NOX identity end to end. Typography and spacing that treat the portfolio like the hero it is. No template-itis, no off-the-shelf contractor theme.
Before/after project galleries
Every featured project gets a dedicated page — scope, timeline, materials, challenges solved, before/after photography. The kind of detail that converts a casual visitor into a serious inquiry.
Multi-path lead capture
Three lead pathways — quick contact, detailed quote request, project-type-specific form. Different buyers ask in different ways; the site handles all of them without feeling like a form farm.
Trust signals in the right places
Licensing, insurance, certifications, testimonials, Google review links — placed where high-intent buyers actually look for them. Quiet proof above the fold, not shouty badges in the footer.
Responsive, mobile-first
Contractors get discovered on phones — a homeowner walking a property, a builder reviewing subs on-site, a property manager checking references between meetings. Every gallery, form, and CTA works perfectly at phone width.
SEO foundation
LocalBusiness schema, city and service landing pages, clean sitemap, Google Business Profile tuned, review pipeline seeded. The base for ranking before spending a dollar on paid acquisition.
Under the hood
Tech stack & integrations
| Layer | Stack | Why |
|---|---|---|
| Front-end | WordPress with custom theme, hand-rolled HTML / CSS / JS | Easy ongoing content updates without leaning on bloated page builders |
| Hosting | Managed enterprise hosting + Cloudflare CDN | Sub-2s page loads on mobile 4G; SSL, daily backups, security patching |
| Forms / leads | Hardened native forms with reCAPTCHA + email + CRM webhook | Three lead types (quick, quote, project-specific) routed to the right inbox |
| Photography | Project-specific photography, optimized to WebP / AVIF | The portfolio carries the conversion weight — image quality and load speed both matter |
| SEO | Schema (LocalBusiness, ContractorService, Article), structured city / service pages | Ranking foundation that survives algorithm churn |
| Analytics | Google Analytics 4 + Search Console + lead-source tracking | Visibility into which pages and queries actually generate inbound |
The outcome
Leads that arrived ready to talk
The shape of inbound changed immediately. Fewer "what do you do?" inquiries, more "we saw the remodel on your site and we have a similar scope." Higher-intent, better-qualified, easier to close. The portfolio was doing the qualification work the sales pipeline used to do manually — by the time a serious buyer hit the contact form, they had already absorbed what NOX did, which neighborhoods they worked in, and what their finish quality looked like.
A few specific patterns showed up in the first 90 days post-launch:
- Inbound mix shifted toward larger jobs. The portfolio framing surfaced full remodels and commercial scope; smaller "can you fix this one bathroom?" inquiries dropped naturally as the site set expectations earlier.
- Page-level engagement deepened. Average pages-per-session more than doubled because each project case-study page gave visitors a reason to keep clicking instead of bouncing back to search.
- Quote-form completion rate climbed. The multi-step quote form, structured by project type, converted noticeably better than the legacy single-form approach despite asking for more information.
The site also became easy to extend. Each new finished project gets added as another portfolio entry — same template, same SEO scaffolding, no design lift. Compounding portfolio depth was a deliberate part of the architecture.
Client voice
In their words
Derl was so great to work with! You can tell he's not only a professional at his craft, but he's passionate about bringing the best results for his clients. He will be my site management and designer for years to come!