Case studies / Website design
Two audiences, one site that works for both.
A development platform website for GD Living, Nashville
GD Living is Guerrier Development's platform brand, a real estate development and investment business with more than 670 units in the pipeline and 17 active projects across four states. JBowman Creative designed and built gdliving.com to do two jobs at once: make a resident want to live in a GD neighborhood, and make an investor believe the pipeline behind it.
- Units in pipeline
- 670+
- Active projects
- 17
- States
- 4
- Project pages
- 3
The challenge
Most development groups pick one audience and lose the other. A site built for residents reads as marketing to a capital partner. A site built for investors reads as cold to someone deciding where to live. GD needed both readers to feel the site was written for them, from the same homepage.
The portfolio also had to carry projects at completely different stages. A community that is preleasing, one that is completed and selling, and one still in permitting each need to be presented honestly without the early ones looking like guesswork.
What we built
Two front doors from the first screen. Explore Projects and For Investors sit side by side in the hero, and every project carries its status openly, so the pipeline reads as a record rather than a promise.
- A hero with two calls to action, one for residents exploring projects and one for investors
- A platform section stating the pipeline in numbers: units, active projects, states, and full lifecycle capability
- Project pages for Nest at Ellington, The Note Residences, and The Ledger, each carrying its market, unit count, product type, and stage
- Status labels shown openly, from permitting through preleasing to completed and selling
- A dedicated Investors section, so a capital conversation never runs through a general contact form
- A Markets page naming the four states GD operates in, which is the first question an investor asks
- Links out to individual community sites, so a resident can go deeper without leaving the platform story behind
Built for search. The homepage carries a written meta description and a single H1, and each project sits at its own indexable URL with its market and product type in the copy. The Markets page gives the four state footprint a page of its own rather than burying it in a paragraph.
The results
- Live at gdliving.com
- Nine indexable pages across the platform, projects, investors, and markets
- A single H1, a written meta description and a canonical tag, and a build that renders responsively on a phone
Questions about the GD Living project
What did JBowman Creative build for GD Living?
A development platform site that holds two audiences at once, with a resident path and an investor path from the first screen, project pages carrying real stage and unit data, and a markets page for the four state footprint.
How do you build one site for residents and investors?
Give each a front door in the hero and let the shared proof serve both. The pipeline numbers that reassure an investor also tell a resident the company will still be there in five years, so the same section does both jobs.
Should a developer show projects that are still in permitting?
Yes, with the stage labeled. A permitting project shown honestly reads as pipeline, which is exactly what an investor is looking for, and a resident understands the difference between something they can lease now and something coming later.
Want a website that works this hard?
JBowman Creative designs and builds custom websites in Nashville with the SEO foundations built in, then grows them with SEO, Google Ads, video, and social from one team. See more of the work on the website design page.