Ace Building Co.

The Situation

Ace Building Co. is a construction and carpentry business on the NSW Central Coast. They specialise in high-end pergolas, decks, kitchen and bathroom renovations, and architectural carpentry. Over 20 years of experience, fully licensed (320446C), and insured up to $20 million. Their work is excellent.

The problem was their online presence. They were paying an agency over $3,000 a month for ad management and basic website maintenance. The ad creatives were mismatched, the website was dark and template-driven, and the whole thing looked like a trades directory listing. None of it reflected the quality of what they build. Their clients are affluent homeowners on the Central Coast investing in premium renovations, and the website was doing nothing to attract that audience.

They came to me to fix it.

The Audit

Before touching any code, I did a full audit of their existing site, their ad spend, their competitors, and their target market. The findings were clear:

• Dark, heavy design that felt more industrial than premium residential
• Low-quality imagery that didn’t showcase their craftsmanship
• Generic copy with no clear positioning for the market they serve
• Poor SEO structure with missing metadata, no proper headings, and no sitemap
• A contact page buried at the bottom with no real call to action
• Agency ad spend with no measurable ROI

The site was invisible to the type of client they wanted to attract. It looked like every other builder’s website on the Central Coast, even though their work is a cut above.

Brand Repositioning

The first thing I did was shift the entire visual identity. The old site used a dark background with yellow accents, which felt more like a mining company than a premium builder. I moved to a clean white base with warm gold accents and soft earthy tones that better reflect the coastal, design-conscious market they serve.

The typography was updated to use elegant serif headings paired with clean sans-serif body text. The overall feel shifted from “tradesman’s website” to something that looks like it belongs in a home design magazine. That was the goal: when a potential client lands on the site, it should feel like the kind of business that builds beautiful things.

Content Overhaul

The old site had a plain bullet list of services on a dark background. No images, no descriptions, no reason for anyone to click through. I restructured the content into proper service cards with high-quality project photography, clear descriptions, and specific feature lists for each service area: decking, kitchen and bathroom renovations, pergolas and carports.

Every piece of copy was rewritten to speak to the homeowner investing in a premium renovation rather than hunting for the cheapest quote. The messaging highlights craftsmanship, attention to detail, and the quality of materials used.

Project Portfolio and Testimonials

One of the biggest missed opportunities on the old site was the lack of social proof. Ace Building has dozens of happy clients and beautiful finished projects, but none of that was being shown properly. I built a projects section that pairs high-quality photos of completed work with real client testimonials directly underneath each project.

Each project card shows the type of work (Decking, Renovations, Structural Work), a description of what was done, and a real quote from the client. This is the kind of content that converts browsers into enquiries, because it shows real outcomes from real people.

Contact and Lead Conversion

The old contact section was a “Get Free Quote” button buried in a dark footer. It was easy to miss and didn’t give the visitor any confidence about what would happen next. I redesigned the entire contact flow with a prominent “Book Your FREE Consultation” section, clear CTAs, and visible contact information including phone, email, and service area.

The footer was rebuilt to include a proper site map, service links, licensing details, and multiple contact methods. The goal was to make it as easy as possible for a potential client to reach out, while also reinforcing trust signals like the licence number and insurance coverage.

The Outcome

The redesign came with a full strategic repositioning. Ace Building Co. now has a digital presence that matches the quality of their work, speaks directly to their ideal client, and is structured to convert traffic into qualified enquiries. They also saved over $3,000 a month by cutting the underperforming agency.

What Changed

Before and after the transformation.

Before vs After

Old Site

• Dark, template-driven design
• Low-quality, generic imagery
• Misaligned brand messaging
• No SEO structure or metadata
• Buried contact information
• No social proof or testimonials
• $3,000+/month agency fees

New Site

• Clean, premium custom design
• High-quality project photography
• Brand positioned for affluent market
• Full SEO foundation with proper structure
• Prominent CTAs and contact flow
• Real testimonials with project cards
• Self-managed, zero ongoing agency cost

Technical Implementation

How it was built.

React + Custom Design

Modern React frontend with custom component architecture, no templates or themes.

Responsive Design

Fully responsive across all devices with custom breakpoints for every screen size.

Image Optimisation

Lazy loading, responsive images, and optimised delivery for fast page loads.

SEO Foundation

Proper metadata, heading structure, alt tags, sitemap, and schema markup.