The situation
Laurelstone has built custom homes around Greenville for over twenty-five years, from Paris Mountain to the coves of Lake Keowee. Their buyers come by referral and their homes speak for themselves. Their website didn’t. It was a 2009 template with a scrolling red banner, a tiny photo, a visitor counter and a gallery hidden behind a link.
The approach
Someone about to spend a few million dollars on a home isn’t looking for a bargain. They’re looking for taste, trust and a builder who’ll pick up the phone. So the new site leads with the homes, in big, warm photography, then calmly answers the questions a careful buyer has: who builds it, how long it takes, and what happens first.
The copy trades the generic slogan for something only this builder can say: a small book of work, a founder on every site, and a first meeting on your land, not in an office.
What it’s built to do
This is a concept redesign, so I’m not inventing numbers. It’s built to make a high-end buyer feel they’ve found the right builder before they’ve made a call, to keep the firm’s waiting list full of the right projects, and to look as considered as the homes do.