Case studies / Website design
Three generations, made the whole pitch.
A custom home builder website for R Squared Design + Build, Spring Hill, Tennessee
R Squared Design + Build is a family owned custom home builder in Spring Hill, run by Randy Lampley and Robert Counts, both raised in Franklin with fathers in the building industry. JBowman Creative designed and built r-squaredtn.com around the one advantage a national builder can only envy: three generations of knowing which permits, which materials, and which trade partners actually work in Williamson County.
- Generations building
- 3
- Named service areas
- 5
- Stated credentials
- 4
- Named principals
- 2
The challenge
A family builder in a fast growing county competes against firms with far bigger marketing budgets and a lot more polish. Randy and Robert had the better story, three generations of building in the same towns, but a story only works if the site tells it early enough that a homeowner reads it.
The site also had to hold three different products without becoming three different sites. Custom homes, detached accessory dwelling units, and major renovations each attract a different buyer, and all three run through the same team and the same process.
What we built
A local first build. The headline claims Williamson County outright, the founders are named and placed on the page, and the credentials a homeowner wants sit in one row rather than scattered through the copy.
- A hero that claims the market by name, Williamson County's trusted custom home builders, over the finished work
- A section introducing Randy and Robert as neighbors rather than contractors, with the family history that makes the claim credible
- Three services stated simply: design services, custom construction, and project management
- A credentials row covering licensing, local base, family ownership, and multi generational experience
- A process page, because a custom build is a long commitment and buyers want the shape of it before they call
- A service areas list naming Williamson County, Maury County, Franklin, Spring Hill, and Thompson's Station
- A site visit call to action rather than a generic contact form, matching how this business actually starts a job
Built for search. The homepage title and meta description both name the market and the products, Williamson County, custom homes, DADUs, and major renovations, which is close to exactly what a local buyer types. The site carries a single H1, canonical tags, and three structured data blocks.
The results
- Live at r-squaredtn.com
- A single H1, a written meta description, and a market naming title tag
- Canonical tag and three structured data blocks in place, and the build renders responsively on a phone
Questions about the R Squared Design + Build project
What did JBowman Creative build for R Squared Design + Build?
A local first custom builder site that claims Williamson County in the headline, names the two founders and their family history, states the three services plainly, and asks for a site visit rather than a form fill.
How should a family builder compete with a larger firm online?
By making the local history the headline rather than a paragraph on the About page. A national builder can outspend a family firm on advertising and can never claim three generations in the same county, so that belongs where a buyer reads it first.
Can one site sell custom homes, DADUs, and renovations at once?
Yes, when the team and the process are shared. Name the three products plainly, then let the process page carry the detail, so each buyer recognizes their project without the site splitting into three.
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.