A Denver General Contractor Rebuilds Their Website and Doubles Their Average Project Size.
Ridgeline Contracting was getting leads — but the wrong ones. Their old website was bringing in small-ticket inquiries and turning away the remodel and addition clients they wanted. A positioning-first rebuild changed both.
The Challenge
Ridgeline's website showed every type of job they'd ever done — from small repairs to full additions — with no hierarchy. There was nothing on the site that communicated they were positioned for higher-ticket remodel and addition projects. Their copy read like a generic contractor directory listing.
They were getting leads, but the calls were consistently for $500 repairs when they wanted $30,000 remodels. The website wasn't filtering for the right customer — it was just letting everyone in and hoping for the best.
The Strategy
Positioning first, then technical execution:
- Reoriented the homepage entirely around remodel, addition, and renovation projects — with completed project galleries front and center
- Individual service pages for each high-ticket offering: kitchen remodel, bathroom remodel, home addition, basement finish
- Project portfolio with before/after photos positioned at the top of the homepage — qualifying visitors before they contact
- Professional copywriting for all 15 pages — focused on the homeowner who's investing $20k+, not the one looking for a handyman
Project Details
The Solution
A 15-page Forge Elite build in 15 business days, including professional copywriting for every page. The homepage leads with a gallery of completed remodel and addition projects. Four individual service pages for the highest-value offerings. Project portfolio page with before/after photography. Google reviews integrated throughout.
Screenshot 1
Homepage gallery leads with kitchen remodels, additions, and full renovations — immediately communicating the scale of work Ridgeline pursues. Contact form asks for project scope and timeline, pre-qualifying inquiries before the first call.
Screenshot 2
Individual service pages for kitchen remodel, bathroom remodel, home addition, and basement finishing — each with project galleries, typical scope details, and a specific lead form for that service type.
Before & After
Generic contractor site, all jobs equal
Forge Elite · 15 days
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