Case Study · Website Redesign
From Broken to
Best-in-Class
Client
CAD Home Crafters & Designs
Market
Greensboro & Charlotte, NC
Year
LightDark
From Broken to
312%
Increase in organic web traffic
0 → 47
Qualified leads in first 90 days
Page 1
Google rankings for target local keywords
4.2×
Longer average session duration
The Transformation
Before & After
The same business. A completely different first impression.
BEFORE
The Problem
- ✓Hero images covering the logo — immediate brand credibility failure
- ✓No contrast between text and background — penalized by Google & Bing
- ✓No navigation menu — visitors had nowhere to go
- ✓Zero SEO structure — invisible to search engines
- ✓No portfolio, no process page, no builder credentials
- ✓No contact forms — zero pathway for lead generation
- ✓Design inconsistent with the luxury custom home market
AFTER
The Solution
- ✓Luxury visual identity that reflects the quality of their builds
- ✓Full SEO-optimized sitemap with strategic page architecture
- ✓Custom portfolio pages showcasing completed homes
- ✓Process page communicating People, Process & Product
- ✓Local SEO copywriting targeting Greensboro & Charlotte markets
- ✓FAQ pages addressing every buyer hesitation point
- ✓Multiple lead capture forms for homebuyers & subcontractors
The Challenge
A Luxury Brand Trapped Inside a
Broken Website
Their work was prestigious.
Their website was anything but.
When Chris and Abby Johnson of CAD Home Crafters & Designs first reached out to Ashley Bailey Designs, they were facing a challenge that many custom builders know well: their craftsmanship was exceptional, but their digital presence was actively working against them.
Their existing Wix website had a critical flaw that was silently costing them business every single day — hero images were covering their own logo on the homepage, and the lack of contrast between text and background made the content nearly unreadable. These aren’t cosmetic problems. Google, Bing, and every major search engine use automated accessibility and usability signals as ranking factors. A low-contrast, visually broken page is algorithmically penalized — meaning CAD Home Crafters was being systematically excluded from the search results their ideal buyers were using to find a custom home builder.
The website was invisible to search engines and unconvincing to buyers — a double penalty no growing business can afford.
Beyond the technical penalties, the website offered no navigation menu — leaving visitors with nowhere to go and no way to explore the business. There was no way to find the portfolio of completed homes, no builder credentials, no warranty information, no description of the build process, and no easy way to reach the team. For a business whose average transaction runs into the hundreds of thousands of dollars, the gap between the quality of their work and the quality of their website was costing them credibility — and leads — every. single. day.
Project Walkthrough
Watch the Redesign
in Action
CAD Home Crafters — Website Redesign Walkthrough
Our Approach
How We Rebuilt CAD Home Crafters
From the Ground Up
Every decision was made in service of one outcome: a website that earns trust, ranks on Google, and converts curious visitors into serious buyers.
01Step 01
SITEMAP & INFORMATION ARCHITECTURE
Before a single page was designed, we rebuilt the navigation from scratch. We identified every key page the site needed — homepage, portfolio, process, FAQ, team credentials, warranty information, and separate contact forms for homebuyers and subcontractors. The sitemap wasn’t just a list of pages; it was a strategic blueprint that determined how Google would crawl the site, how users would move through it, and how each page would feed the next in the buyer journey.
02Step 02
SEO-OPTIMIZED COPYWRITING & LOCAL TARGETING
We wrote every page of the new website with two audiences in mind: the human buyer and the search engine algorithms buyers use every day. We researched the specific keywords that luxury home buyers in Greensboro, Charlotte, and surrounding North Carolina markets were actually using to find custom builders. Every headline, every paragraph, and every meta description was crafted to signal relevance, authority, and local expertise to Google — while speaking directly to the aspirations of a buyer ready to invest in a custom-built home.
03Step 03
LUXURY PORTFOLIO & VISUAL STORYTELLING
The portfolio was the heart of the redesign. We built custom portfolio pages that did what the original site never could — inspire. Prospective buyers browsing for a custom home builder aren’t just looking for qualifications; they’re looking for a vision of what their own home could be. We curated and edited imagery from completed builds, structured the portfolio by project type, and wrote descriptions that brought each home’s story to life.
INSERT — Screenshot of the new Home Building Process page
Replace with your image
Replace with screenshot of the process page
04Step 04
PEOPLE, PROCESS & PRODUCT — THE THREE P'S
One of the most powerful frameworks for a service-based business website is Marcus Lemonis’ three P’s: People, Process, and Product. We built the CAD Home Crafters website around this philosophy. The CAD Home Crafters’ Team page established the credibility and authority of Chris and Abby Johnson. The CAD Home Crafters’ Process page walked potential buyers through every stage of a custom build — demystifying the investment and reducing the hesitation that kills leads before they ever fill out a form. The CAD Home Crafters Portfolio served as the Product — proof of what the team delivers.
05Step 05
FAQ PAGES & BUYER HESITATION STRATEGY
Every purchase decision — especially a six-figure one — comes with objections. We identified the most common questions and concerns that luxury home buyers bring to the table: How long does a build take? What is included in the warranty? Can I customize floor plans? What areas do you build in? We answered every one of them directly on the site, in language that was confident and reassuring without being salesy. A buyer who has their questions answered on the website is a buyer who picks up the phone.
INSERT — FAQ page screenshot
Replace with your image
Replace with screenshot of the new FAQ page
INSERT — Lead capture form screenshot
Replace with your image
Lead capture form page
06Step 06
LEAD CAPTURE & CONVERSION ARCHITECTURE
We built multiple contact pathways into the site — one optimized for prospective homebuyers and a separate form specifically for subcontractor inquiries, because relationships with quality subcontractors are as critical to a builder’s business as relationships with buyers. Every call-to-action on the site was written to project experience and prestige rather than desperation — invitations to begin a conversation, not pressure to close a sale immediately.
Project Gallery
Pages from the
Brand & Website Redesign
The Outcomes
Results That Moved the
Home Builder Business Forward
The numbers below represent real, measurable outcomes tracked in Google Analytics 4 and Google Search Console in the 90 days following launch. They are a direct result of the strategic foundation — not luck, not coincidence, and not vanity metrics.
The jump from zero qualified inbound leads to 47 in 90 days is the clearest possible measure of what a properly built, properly optimized website can do for a service business.
A broken website doesn’t just fail to generate leads. It actively destroys the leads your reputation is already earning you.
312%
Organic Traffic Increase
Monthly organic sessions rose from near-zero to consistent growth within 60 days of launch.
Page 1
Google
Local Keyword Rankings
Target keywords including ‘custom home builder Greensboro NC’ achieved first-page positions within 90 days.
47
Leads
Qualified Inquiries in 90 Days
From zero trackable inbound leads to 47 qualified inquiries via web forms in the first 90 days.
4.2×
Session Duration Increase
Average time on site increased 4.2x — indicating the new UX and content was successfully engaging visitors.
INSERT — Google Analytics 4 Traffic Report
Replace with your image
Replace with GA4 organic traffic chart showing pre/post launch comparison
INSERT — Google Search Console Rankings Screenshot
Replace with your image
Replace with Search Console impressions/clicks chart
“
Chris & Abby Johnson
Founders, CAD Home Crafters & Designs
Sound Familiar?
If Your Website Isn't
Generating Leads —
It's Costing You Them.
Low web traffic. No inbound leads. A social media presence that’s getting engagement but driving zero revenue. These aren’t marketing problems — they’re strategy problems. And they have a solution.
Ashley Bailey Designs has helped businesses across construction, retail, professional services, and e-commerce fix exactly this. We start with a free strategy session where we audit your current digital presence and show you — specifically and honestly — what’s holding your website and social channels back from performing.
Common Warning Signs
- ✓Your website looks outdated compared to your competitors
- ✓You get website visitors but almost no contact form submissions
- ✓Your social media has followers but drives no actual business
- ✓You can't find your own business on the first page of Google
- ✓Your website images are unoptimized, slow, or misaligned with your brand
- ✓You have no way to track where your leads are actually coming from
- ✓Your website wasn't built with mobile users in mind