This is the site I designed and built for Fin Home Custom Contracting, a Dallas builder and remodeler in business since 2006. The brief was simple: take the people who find them and turn them into booked consultations. Here's how it's put together, with the receipts.
No template. A custom design built around trust and clarity, with the copy, the warranty framing, and the owner's story written to sound like Fin Home and nobody else. Fast on mobile, where most of the traffic is.
The site runs to more than 200 pages: a dedicated landing page for each service in each city Fin Home serves, plus over 120 in-depth cost and planning guides. That breadth is why the site can rank for the long tail of searches a five-page brochure site never touches.
A whole page that answers the real questions a buyer has, including the uncomfortable ones about price and fit. It even says who Fin Home is not right for. That honesty screens out bad-fit leads and builds trust with the good ones, and the question-and-answer structure is exactly what Google and AI search pull quotes from.
Five quick questions, no email, and a visitor sees a realistic price range for their project in seconds. That is the single hardest question a homeowner has, answered up front. Tools like this pull people in early, while they are still dreaming, and give every page a way to raise a hand instead of just read and leave.
The estimator is one of five. There is a mortgage calculator, a remodel-or-move calculator, a project selector, and a style quiz that names a homeowner’s look and shows how Fin Home builds it. Each one turns idle browsing into a real conversation, and none of them ask for an email to get started.
Every click gets tracked with a heatmap, so the design decisions aren't guesses. On the homepage, the single most-clicked element is the "Free Estimate" call to action, right where a visitor's attention should land.
The parts a prospect never sees are the parts Google grades hardest. Here is the site's own report card, straight from the tools that measure it.
Every page ships hand-written structured data so search engines understand the business, its services, and its answers. Run the homepage through Google's own validator and it comes back clean: zero errors, zero warnings, with Service and FAQ markup both eligible for rich results. It even strips a third-party review widget's conflicting markup on its own, so nothing quietly breaks the rich results later.
Also handled, quietly, in the background: an llms.txt so AI tools describe Fin Home accurately, GA4 and Microsoft Clarity analytics on every page, fast static hosting on Cloudflare, and ongoing content updates so the site never goes stale.
The old site ran on WordPress, and on a phone its main content took roughly ten seconds to show up. The rebuild on a lean static stack, right down to loading the hero image first and keeping the tracking scripts off the critical path, brought that down to a couple of seconds. Largest paint on mobile, then and now.
Measured under throttled mobile, where the traffic actually is, not a flattering desktop number.
This is the site behind that growth. A clean, fast, well-structured build is the foundation the SEO stands on.
Tell me about your business and where the gaps are. No pitch deck, no pressure, just a straight look at what's working, what isn't, and what I'd do about it.