Squarespace website for luxury home builder

Like many in the industry, ABC felt the impact of the 2020 downturn and chose to stay lean. Rather than pouring energy into SEO or digital marketing, they focused on what was already working: delivering exceptional projects and building strong referral networks through partnerships with architects and designers.

With projects constantly on the go, redoing the website never made it to the top of the list. Their Wix site technically worked — and had served them well during those tougher years — so it was hard to justify replacing it until it became too limiting to ignore. Plus, without a clear plan or trusted team, the idea of a full redesign felt overwhelming.

Squarespace was the ideal platform for ABC. Its built-in design flexibility made it easy to create a clean, editorial-style layout that places the spotlight on ABC’s stunning project photography. Originally developed with photographers in mind, Squarespace is brilliant for showcasing high-quality visuals — perfect for architects and their clients.

It also offers Fraser a seamless, stress-free way to update the ABC portfolio with new projects, write blog posts and send on-brand email newsletters with minimal effort.

Fraser reached out after a recommendation from Jess at Borgeaud Interiors. With a strong referral and a clear need for someone to take the reins, he was ready to invest in a website that matched ABC’s reputation.

As the numbers guy, Fraser handles quoting, accounts, admin, works closely with architects during the design phase, and still shows up on-site with his tool belt on. With plenty on his plate, he appreciated working with a designer he could trust to run with it — no micromanaging or fuss.

The new site puts ABC’s craftsmanship front and centre — with large, immersive photography used throughout to create impact and build trust. From wide shots of completed homes to artistic captures of the team at work… the visuals do the heavy lifting.

We paired this with a refined monochromatic palette and subtle background transitions to add creative interest without distracting from the work itself. While the project showcases are light on copy, close-up details and behind-the-scenes moments woven throughout the site help tell the story of the care and craft that goes into every home.

Most builder websites are stark, clunky and forgettable. Architect websites, on the other hand, are often visually stunning, but lean heavily on imagery, letting the work "speak for itself".

Allen Brothers Construction sits somewhere in between. As premium home builders who regularly collaborate with architects and designers, they needed a website that met that same creative calibre.

We approached the site with the same level of visual consideration you’d find in an architect’s portfolio, but with room to tell a fuller story — about the builds, yes, but also about the people, the process, and what sets ABC apart.

This project would not have been possible without ABC valuing (and investing in) custom quality photography. A big thank you to photographer, Jack Gibson!

Because ABC are already at capacity with projects, SEO simply wasn’t a priority. Their work flows through trusted partnerships and referrals, not Google search.

Our focus was on preserving any existing search visibility and following best practices behind the scenes. No keyword-stuffed copy or aggressive optimisation, just a clean, well-structured site that’s technically sound.

And while SEO isn’t part of their current strategy, the site has been built in a way that allows for it to be layered in later. If and when the time comes to expand their reach, the foundation is already in place.