Case studies / Website design
Selling a custom build on process and proof.
A custom home builder website for May Construction, Brentwood, Tennessee
May Construction is a design build custom home builder working across Nashville, Brentwood, Franklin, Belle Meade, and Green Hills, with 175 years of combined experience on site and its own architecture and interiors studio in Native Plans Design. JBowman Creative designed and built may.construction for a buyer who spends months deciding, and who wants to know exactly how a home gets from a lot to keys before calling anyone.
- Combined experience
- 175+ years
- Homes documented
- 8
- Build checkpoints
- 7
- Design studio
- In house
The challenge
A custom home at this level is never an impulse. The buyer researches for months, compares three or four builders, and worries about the same two things the whole time: whether the budget will hold, and whether anyone will answer the phone once framing starts. A gallery of beautiful houses settles neither question.
May also had two audiences most builder sites leave out. Owners sitting on a premier lot in Belle Meade or Forest Hills who might sell it quietly, and buyers who already own land and want to build on it. Each needed a front door of its own rather than a line buried in a contact form.
What we built
A site built on process and proof rather than photography. Every home May has built is documented as a spec line, the seven checkpoints of a build are written out in full, and the two lot conversations each get a page of their own.
- A homes portfolio where every project carries its square footage, bed and bath count, street, and status, filterable by current and past
- An individual page for each home, so a prospect can read one project the whole way through
- A process page laying out all seven checkpoints, from discovery to the walkthrough, naming who signs off at each gate
- A plans and design page for Native Plans Design, the in house architecture and interiors studio
- Separate front doors for Build on Your Lot and Sell Your Lot, which are two very different conversations
- Neighborhood pages for Brentwood and Franklin carrying real build ranges rather than a generic service area list
- Articles answering the two questions every custom buyer searches first: what a build costs, and how long it takes
Built for search. The site is built for the long research phase. Neighborhood pages target the towns May builds in, the cost and timeline articles answer the highest intent questions a custom buyer types before they are ready to talk, and every home sits at its own indexable URL. The homepage carries a single H1, a written meta description, a canonical tag, and structured data.
The results
- Live at may.construction
- Twenty seven indexable pages across homes, neighborhoods, process, and articles
- One H1, a written meta description, canonical tag and structured data on the homepage
Questions about the May Construction project
What did JBowman Creative build for May Construction?
A custom home builder site built on process and proof: a documented portfolio where every home carries its real specs, the seven checkpoints of a May build written out, and separate paths for building on a lot and selling one.
How should a custom home builder present pricing online?
Publish a range by neighborhood and explain what moves it. May's neighborhood pages carry real build ranges, which qualifies the inquiry list before anyone picks up the phone and earns trust with buyers who are tired of being told to call for a number.
What makes a custom builder site different from a production builder site?
A production builder sells a plan you choose. A custom builder sells a process you have to trust, so the site has to document how the work happens and who is accountable at each stage, rather than only how the finished rooms look.
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.
Talk to us about your website Next case study: Maker Construction