A gallery with no context
Forty photographs of finished kitchens with no scope, no timeline and no indication of budget band. Beautiful work that answers none of the questions the visitor actually has.
Websites for general contractors
Three bids.Be the one they trust.
Custom websites for general contractors and remodelers, built for a decision that takes weeks and gets made by two people arguing about money.
Northwind Air is a KustomSite design concept for the hvac company category. It is not a client project and the business is fictional.
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The moment they land
They are planning a kitchen, an addition or a whole-house remodel. It is the largest discretionary purchase they will make this decade, they are collecting three bids, and they are frightened of two specific things: that it will cost far more than quoted, and that it will take far longer than promised. Nothing else on the page matters as much as those two.
What costs you jobs
4 things a template gets wrong here.
Silence about cost
Refusing to indicate any range filters out nobody and reassures nobody. It also guarantees that every enquiry has to be qualified on a call that could have been avoided.
No description of the process
Design, permits, demolition, rough-in, inspection, finish. A homeowner who has never done this has no mental model of it, and the contractor who supplies one is instantly the credible bid.
Licence, insurance and lien position buried
On a project of this size these are decision criteria, not small print. So is who the actual crew is and how much of the work is subcontracted.
What gets built instead
Mechanics, not features.
Projects presented as case studies, not photographs
Scope, duration, what changed during the build and how it was handled. One project described properly is worth thirty images.
Budget bands, stated honestly
Typical ranges by project type with what moves them. It qualifies the enquiries you get and removes the single most common reason a good lead goes cold.
The process, phase by phase
What happens in each phase, how long it usually takes, what you need from the homeowner and when. This is the page that wins comparison shopping.
Credentials and crew, up front
Licence, insurance, how long you have been trading, who is on the crew and what is subcontracted. Specific and verifiable rather than adjectival.
Fair questions
The reasons not to.
“Publishing ranges will scare people off”
It will scare off the people whose budget is a tenth of the project. That is the point — those enquiries cost you time, and the ones that remain arrive already qualified.
“Every job is different, I cannot generalise”
True, and you can still say what moves the number: structural work, permits, finish level, whether the kitchen has to stay usable. That is more useful than a range and more honest than silence.
“I am booked for a year”
Then the site should be selecting, not selling. Being explicit about the work you want, the size you take and your current lead time turns it into a filter instead of a funnel.
Asked often
Before you ask.
Should I publish prices?
Ranges, not prices, and with the factors that move them. It filters unqualified enquiries before they reach you, and it makes you the transparent bid in a set of three — which is usually the one that gets the call.
Can the site show projects properly rather than as a gallery?
Yes, and it is worth the effort. Each project gets scope, duration and what actually happened during the build. It is the difference between admiring the work and believing you could commission it.
Can enquiries tell me the project type and budget band?
Yes. A short intake asks project type, rough timing and budget band, so a conversation starts from something real rather than from "tell me about your project".
Start it.
4 parts, and the trade is already answered when you arrive from here. Nothing is charged and nothing starts until you say so.
Build a brief for general contractor