The luxury construction industry specializes in home designs and improvements worthy of gracing the covers of interior decorating magazines. These aren’t just your average construction companies that build a home or erect a building and call it a day then. As such, these luxury brands can’t have your average website either.
Whether you’re in the market for a personal building project or you’re a construction CMO seeking potential partners or clientele, your selection all begins with website design. What goes into the look of a luxury construction company’s site anyway? We’re glad you asked.
From the moment you click the Toll Brothers website, you get treated to a rotating slideshow of some of the most opulent properties on earth. These are all homes made and sold by Toll Brothers, who call themselves “America’s luxury home builder.”
You have to go below the fold (that is, the content that appears on the page before scrolling) before Toll Brothers begin patting themselves on the back. For instance, they mention that they’ve achieved the accolade of landing atop the World’s Most Admired Companies list by FORTUNE Magazine for five years running.
Below that, they showcase their history, their long list of happy customers, and other benefits to working with them. If you keep scrolling, Toll Brothers has yet another area of their site dedicated to searching for your next luxury home from them.
By the time you’ve reached this point, you’re surely convinced that going with Toll Brothers is the best choice for you.
Although Sweenor Builders specializes in the kind of amazing homebuilding that could only earn them a spot on this list, that’s not the angle they take on their website. Instead, you’ll notice several black and white visuals of their architects in action. These photos are interspersed with lovely homes.
Their projects page is clean and easily accessible, displaying the company’s past projects in bright, vivid, large thumbnails you can click on. You can then learn more about each property, including videos of the building in progress in some cases.
The service page of the Sweenor Builders website harkens back to their homepage. It’s got the same black and white photos of real architects and construction workers. This more humanistic approach helps personalize their website and reminds you that you’re working with real people here, not a faceless company. Construction websites that offer a unique perspective and provide insight into the company can make them stand out from the competition.
The homepage of Hill Construction Co.’s site is as shown above. There are other scrolling images that will sate your appetite for luxury, but it’s kept purposely sparse. On each image, in the center, is that repeating slogan: “your partner in luxury homebuilding.”
It’s only when you click away from the homepage that you can learn more on what Hill Construction Co. is all about.
Their portfolio is laid out in the clean, neat design style that Sweenor Builders also used.
Interestingly, it’s Hill Construction Co.’s Approach page that’s one of the best on their site. It explains their construction process from beginning to end, including the predesign, pre-construction, construction, and post-construction phases. We also quite like the phrase on their contact page: “let’s build something beautiful.”
Rather than use their homepage as a slideshow advertisement of their properties, GFI Partners’ site features six menus. These are latest developments, industrial, residential, healthcare, office, and other. The latter five redirect you to the properties these real estate investment advisors have had a hand in. In the latest news section, you can review what GFI is currently working on and plans to tackle next.
No matter which page you click, be it one of those six main menus, the resume page at the top, or the about page, the design cohesion doesn’t miss a beat. GFI favors a black background with an image of a grayscale building behind it. They also like orange, such as in the brackets and text.
Given GFI’s logo is two white brackets with an orange triangle in the middle, this cohesion matters a lot. They’re subtly branding themselves across their entire website, burning their logo into your mind in the best way possible.
According to website optimization company Crazy Egg, the average Internet user will stay on your website for 15 seconds or less. That gives you a blink of an eye to grab them, and what better way to do that than with video? That’s why Farrell Building Co.’s website is so effective, as the video clips of bodies of water and games of tennis will certainly intrigue you.
There aren’t a lot of menus to get lost in, only an about page, a homebuyer’s menu, and a broker’s menu. Farrell Building Co. lays out the four types of properties they offer on both their homepage and the Find a Home menu. These include rentals, build to suit, the custom home, and the signature home. You can click any type you like to begin searching for what’s currently available.
Charleston, South Carolina-based construction and vacation rental company Luxury Simplified really lives up to their name with their website. We don’t mean that in a bad way, either. Their picturesque illustrations are simple yet captivating.
The art is admittedly not above the fold. Instead, on the main page, you’ll find a series of short videos showing off the beautiful Charleston area. When you keep scrolling, you’ll see the simple yet sweet drawings of homes. The few dashes of color brighten up the black-on-white imagery, which is accompanied by a dainty paragraph of copy.
Each of the illustrations and accompanying text is meant to redirect you to other parts of the Luxury Simplified website, such as their construction page, their real estate page, or their vacation rentals page. Overall, the art adds to the South Carolina aesthetic before you ever set foot across state lines.
As a construction company where the design possibilities are endless, sometimes it’s best to put certain imagery into people’s heads. In the case of Millennium Partners, they do this exceptionally well. Just take one glimpse at their website and you can see what kind of imagery they’re going for: cityscapes.
The background of their website is a gorgeous photo of a cityscape at sunset. Next to the about page link on their homepage as well as a review of their properties, Millennium Partners adds yet more iconic city images. These include Miami, New York, and San Francisco.
While their website lacks a lot of menus, Millennium Partners makes it easy to check out the properties they’ve worked on, including links to these current buildings’ respective websites. Their contact page is also very accessible, so it’s simple to begin a working relationship today.
A construction company that offers a wealth of services could easily get bogged down trying to explain everything they do in a visually appealing way. Linesight offers a great example of how to keep all those categories tidy.
On their expertise page, they have sections dedicated to their program management, project management, project controls, cost management, supply chain management, health and safety, consultancy, and procurement services. Each category is clickable and has small illustrations to make them stand out more. We especially like the man in a hardhat for health and safety.
Should you not feel like scrolling, you can also reach the expertise page and others (like a projects page and an about page) by clicking the drop-down menu at the top. Another great feature of this website is how Linesight showcases all the properties they’ve built on a real world map.
One way to keep users engaged on construction websites is to make the entire thing interactive. That’s the route taken by Maman Corp. If you look to the right side of the above image, it says “scroll to explore,” then has a big red arrow you can’t miss. They want to you to journey through their website, or, as Maman Corp says, to “explore it.”
Sure, there’s a dropdown menu to the right of their homepage, but it’s kind of like spoiling the fun early. Instead, by clicking that red arrow, you can venture through seven pages, including the company’s backstory, their commitment to clients, their company vision, and more. If you watch any of the pages for long enough, it switches to a video and then back again.
On each of those seven pages, you can click any links that catch your fancy, or you can always just continue your journey to the end. At that point, you can click back up or repeat the whole Maman site journey again.
If you’re going to say that you create “residential architecture of distinction,” then your customers and clients are going to expect that to be true. Wadia Associates cuts through the pretenses and shows you right away what you can expect from their services. The dazzling mansion that greets you on their homepage proves the company lives up to the hype.
Also on their homepage is a great feature: an almost nine-minute explainer video on Wadia Associates. We also appreciate the endorsements section of their site, as that’s something we’ve yet to see the other luxury construction company websites on this list do.
Unless you work with one of these construction companies yourself, then you don’t quite get to see any buildings as they’re erected. Well, that’s not the case with Ditto. As you scroll down through their site, you can partake in an interactive element: seeing a digital building from start to finish.
Ditto begins with their company history, saying “every great story starts with a foundation.” At that point, you have only the foundation of your building. Then, as you scroll to the development portion of their site, the walls go up. Next, the walls get finished and the windows installed in the lifestyle section.
The website takes you to the “fourth level” by bringing you to Ditto’s investment area. Throughout all this, they implement construction-related words like “building,” “ground level,” and “foundation” into their copy, making their website a delight to peruse.
Australian luxury construction company Hutchinson Builders was founded in 1912, so they have quite a lengthy history. They’re also an incredibly modern company, as you can see through their visual feed. It’s not the first thing you come upon on their website, as that’s a scrolling portfolio of their projects.
We quite enjoy the social feed section though, for a few reasons. For one, it incentivizes clients and customers to give Hutchinson Builders a follow on social media. It also makes the company more transparent.
Should you want to stay abreast of what’s going on with Hutchinson Builders, their always-updating social feed is a pretty great way to do it. Each image is also interactive. In the case of Instagram posts, you can hover over the image and see the caption and hashtags.
We’ve talked about branding already in this article, but UK construction company Redrow does it exquisitely well. There’s the tagline on their homepage, “people say new homes are all the same…They don’t know Redrow.” Already, they’re setting you up for a sense of exclusivity you can only enjoy by buying a home through Redrow.
Adding further to that is the My Redrow portion of the site, which you should sign up for ahead of buying a home. When you join their service, you can review new homes being built, see which homes are available before non-members, get home-buying checklists and tips from Redrow, and track appointments.
The Buying with Redrow portion of the construction company’s site is branded to a T. It features access to Redrow TV, a section on the Redrow difference, and buying tips and information.
Many of these luxury construction website designs have used interactivity to their benefit, with John Weiland Homes no exception.
Their interactive element includes furniture planning tools, elevation tools, and a floor plan tool. Each of these tools is free to use without opting into anything. You just visit the John Weiland Homes website and begin clicking.
The level of detail included in such a free tool is seriously impressive. Take, for instance, the furniture planning tool. You can go room by room, filling the living room, bedroom, dining room, entertainment room, kitchen dining room, and more with furniture. It’s not just couches and chairs, either, but swimming pools, landscaping, light switches, jacks and outlets, wiring, hot tubs, and fitness equipment.
You also have the freedom to decorate up to two floors. Not only can you get lost for hours playing with these tools, but then when you have your house set up, you know just which company can build it for you.
Sometimes, all it takes is a visually pleasant experience to make a luxury construction website worth scrolling through. Thus is the case with Whiting-Turner. Their primarily white background with orange text gives them plenty of room to play up background images with lots of color.
We also must note their portfolio section, as it divides regions and dozens of markets into two neat subsections. Nothing is cluttered or on top of each other, even though it very easily could be with so much information.
The realm of construction websites is far from ordinary. The 15 examples provided in this article prove that through elements like video, flawless portfolios, and interactivity, it’s possible to create a winning website that will draw in future clientele.
READY TO IGNITE YOUR MARKETING STRATEGY?
Copyright 2020 Mediaboom. All Rights Reserved.