THE CONTEXT
The Initial Challenge
Milback Custom Homes has built a stellar, long-standing reputation for quality craftsmanship across Central New York. However, their existing online presence had not kept pace with the evolution of their brand, creating a significant opportunity to better connect with and impress modern homebuyers.
How can we create a digital experience that builds client trust?
imagery (milback home image, arrow, pic on website)
OUR STRATEGY
Building Credibility Through Design
The strategic challenge was to bridge the gap between Milback's superior construction and their dated digital presentation. Our goal was to create a website that could convert already-interested buyers by proactively establishing trust and confidence.
We focused on large, inspiring, aspirational imagery and high-end video to immediately match the quality of Milback's custom homes.
We reduced heavy text in favor of visual breakdowns of information, transforming the site into a professional showroom rather than a static brochure.
We implemented a clear, intuitive User Experience (UX) and modern design that simplifies the buyer's journey from browsing to scheduling a consultation.
KEY PILLARS
Crafting the Custom Showcase
To achieve the goal of establishing trust and simplifying the buyer journey, our execution focused on three critical areas:
01.
Visual Immersion
We leveraged imagery of past custom builds, combined with a new creative style guide, to instantly convey luxury and superior quality.
02.
Smooth UX
We streamlined navigation and integrated visible Calls-to-Action on every page, pushing buyers directly toward scheduling a consultation.
03.
Process Transparency
We integrated critical buyer information into interactive visuals, establishing transparency and managing expectations directly on the site.
DESIGN HIGHLIGHTS
Explore the Digital Transformation
By targeting key pain points in the old site, we crafted a high-impact digital showroom designed to secure the client's final commitment.
ASPIRATIONAL HOMEPAGE DESIGN
Large imagery and typography instantly convey luxury and quality, setting the new benchmark for the brand.
CLEAR CONSULTATION PATHWAY
Strategically placed CTAs drive buyers directly to the scheduler, prioritizing frictionless lead conversion.
TRANSPARENT BUYER ROADMAP
Complex process details are transformed into an easy-to-follow visual guide, proactively building client trust.
SIMPLIFIED WARRANTY ACCESS
Replaced dense text with a clean, user-friendly layout, ensuring post-sale confidence and easy access to support.
**SAMPLE**
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Ron Milback
President & Senior Construction Project Manager, Milback Custom Homes LLC
