Transcend Construction is not your average general contractor–they know the distinct look and style that NYC metro homeowners want. They pride themselves on taking a personalized approach, operating as a low-volume provider of high-end renovations for discerning clientele. The company offers New York luxury home renovations, remodels, and restorations for high-end single-family and two-family live/rent homeowners–which is in a different echelon from the rest of the country.
Founder and Managing Principal Nick Caragiulo started the company in 2007 after a career as a financial services technology manager for Fortune 500 companies. Building relationships, implementing projects, and managing client services provided the tools he needed to run a premiere luxury renovation firm. Always looking forward, he knew that he needed a website with modern appeal to cater to his elevated audience. He hired our designers at e9digital to handle the job because of our wide depth of services and similar business model. We offer premium services to our clients, so we understood how to position them to reach Transcend Construction’s target market. Plus, we’re experienced in the construction industry, creating websites for Manhattan Pressurized Walls and Red Cloud Equipment.
Showing not telling
“We kept everything clean, implemented lots of grays, and created a text-only logo to let the images do the talking. Keeping the design and copy simple communicates a higher level of service to customers.” - Jason Solak, Senior Project Manager | e9digital
Nothing screams “trying to be luxury” like saying you’re a luxury brand over and over. Prada doesn’t market itself as a premium clothing and accessory brand, but it’s synonymous with the idea.
That’s the feeling our website designers took into creating the website. Rather than say Transcend Construction is upscale, they showed it through the gorgeous imagery of their projects. Homeowners in New York City are still in the decision-making process stage when they reach the homepage, which gives them all the information they need to determine if Transcend Construction is right for them.
Starting with the hero image–it rotates through two kitchens and one outdoor image from Transcend’s portfolio. This helps users see the proof of concept and start to imagine what their home could look like if they hired Transcend Construction. Our designer used an overlay to keep the text legible above the fold, which allowed us to showcase the work and include a CTA. The header “elevate your lifestyle” invites homeowners to call or email the company–so the target audience can finally start living the lifestyle they’ve always wanted.
37% of users say that poor navigation and design cause them to leave websites. As a website design best practice, our homepages mimic the website sitemap for a seamless experience. In case a user doesn’t click into any sections on the main menu, they still have access to all the information they want. Additionally, our designer implemented a parallax scroll, when the elements of a page move at different speeds. This creates a 3D effect and gives the whole website high-end, static movement.
To follow the e9digital homepage checklist (this can also be applied to landing pages), we feature a mix of:
- An introduction section to give broad strokes details about the company–in this case, how exceptional is standard, and visitors can see that in the portfolio.
- A video for a great impression–viewers retain 95% of a message when watching it on video. Transcend Construction has a professional, high-quality video showcasing a complete remodel of a historic village farmhouse in East Hampton Village.
- Case studies so the target audience can see how the company has succeeded before. For Transcend Construction, we created a visual “Featured Section” with animated hover features in a six-image carousel that invites the target to click on interior portfolio pages.
- A services section explaining how the company solves the problem of their audience–for homeowners, it is incredibly easy to be scammed when looking for home renovation services. A robust explanation of services assures potential customers of Transcend Construction’s professionalism.
- Social buttons so visitors can follow and stay updated while making their decision.
- A final CTA to invite website visitors to take action–for Transcend Construction, this is to call or email the company to begin their journey on a new living space.
Speaking the language of the target market
Transcend Construction has thorough processes for general contracting and construction management. However, if a potential client clicks on services and sees 20 options, this can prevent them from following through. Instead, our creative team put themselves in the shoes of homeowners. They created content and imagery that distilled the information into two simple pages that made it easy for the viewer to understand the services offered.
The two interior pages we created for services were:
- General contracting: covered the differences between bid-build and design-build models, making it clear to the target market which one is right for them.
- Construction Management: outlining the project management process so clients know what to expect from beginning to end.
Transcend Construction saw a 70% increase in traffic in the last month
With a clean, modern website, Transcend Construction has a home base to grow their SEO, generate leads from their social media, and showcase their elevated services. User traffic is growing, creating awareness and drawing in potential clients.
Our website designers utilize UX best practices to create clean, modern websites that appeal to upscale audiences. If your business offers premium services, we know how to position your brand as so–without actually saying it! If you’re a niche company and need a new website or website redesign, contact us to get the process started today.
