Selling the Difference

And the winners are…

We’ve singled out the following four Web sites for doing just about everything right and being effective in selling the difference. Click here to see the criteria.

Case Design/Remodeling
http://www.casedesign.com

Case’s Web site has a clean white background and a subtle color scheme that uses red accents without being overwhelming. It’s easy to navigate and find what you need. The above-the-fold information includes all of the navigation links plus headlines and blurbs – “Thinking About Remodeling?” “Why Choose Case?” – that make you want to scroll down and see more.

The animation in the anchor spot on the home page grabs attention without being too busy. It shows samples of the company’s work and includes a call to action: “Ask about our bath remodel program. Schedule a consultation today!”

The “About Remodeling” link is high up on the navigation. When you click on it, you get to a page with four good education topics, including “Selecting a Remodeler” and “The Remodeling Experience.” The “Design/Build” link leads to lots of good information, including “What to Expect,” “Design/Build Timeline” and “Are You Ready?”

The “Portfolio” sections under the links for each company division include good photos that can be enlarged with a simple “rollover” of the cursor. The virtual tours – where you can get a 360° view of a room– are great.

Gilday Renovations
http://www.gilday.com/

Gilday’s site is very “upfront” (as in, above the fold) about what the company is about: They are an architecture, interior design and construction firm that specializes in “large scale, multi-faceted renovations of metro Washington residences.” A prospect knows immediately if this firm can meet his or her needs. Everything above the fold looks good, clean and professional. It has clear navigation at the top, a couple of key sample photos, plus links to portfolio pages - additions, kitchens, baths and built-ins – that are specific to popular job types.

The site incorporates a brief customer testimonial on several of its pages – on the “About Gilday” and the portfolio pages – as opposed to lumping them together in a single section. The message is subtle and unobtrusive, yet effective.

The “Meet Our Staff” link works well. Headshots of the employees are more personal than just a name and short bio. The professional photos show staff from various departments (design, administrative, project management) within the company, everyone looks happy, and it demonstrates that the company has adequate manpower to service your project.

 

Bowers Construction
http://www.bowers-construction.com

The Bowers Construction site uses a white background, has a soothing color scheme (blue accents) and has easy navigation. Above the fold isn’t too busy, and includes a few well-chosen photos. All the navigation is located at the top. “Why Choose Bowers?” is an effective informational section, as is the “Bower Team Rules,” which includes things like “No Radio Playing,” “Job Clean-Up Policy,” and ”Use of Customer Property.” This self-regulation creates trust and confidence in the minds of prospects – they are probably less likely to worry about what happens when they’re not home.

The project profiles are great – the differences in the before and after photos are significant and demonstrate the scope and quality of what the company can do. Being able to read an explanation of the homeowners’ objectives at the start of the remodel and how they were met is useful.

Acheron Construction
http://www.acheron.net

Acheron uses a good animation anchor above the fold. The Q&A link addresses questions to ask before hiring a remodeler and some red flags to avoid. Under the “About” tab, the company discloses that thorough background checks are performed on its employees – an obvious confidence booster when considering having virtual strangers come into your home to do work.

The “Transformations” link lets visitors see the “Before” images morph into the “After” results, along with a written explanation of the remodel challenge and how it was solved.

Transformation of a 1950's Ranch House into an EarthCraft House™: Icynene® was a cornerstone in this cost-effective remodeling project. The key elements in this feature home were to improve indoor air quality and increase energy efficiency.

This Old House® Unlocks its Doors for 25th Anniversary Designer Show House: Icynene® insulation and air barrier system helped rejuvenate this home to modern standards by delivering increased energy efficiency and improved indoor air quality. The dramatic transformation of this 1849 Greek Revival farmstead into a classic home with historical depth will provide renovation and design ideas for everyone from the simply curious to the industry insider.

Retrofit Without Sacrificing Retro Style: Icynene® injects high performance building technology into the 2003 model reMODEL project home to maximize energy efficiency while preserving its original architectural details.