From Houzz to Squarespace: A Miami General Contractor Website Redesign Case Study
When a Miami-based general contractor reached out to me, he was frustrated.
He was spending $300–$400 per month on Houzz — a popular marketing platform for the trades — and wasn’t seeing meaningful results.
No consistent leads.
No control over the platform.
Limited flexibility in how he could tell his story.
It was time to build something he actually owned.
This is the story of how we rebuilt his online presence on Squarespace — and why that shift matters for service-based businesses.
Watch the Video 👇
The Problem: Renting Visibility Instead of Owning It
Platforms like Houzz can be helpful early on. They provide exposure, reviews, and a built-in audience.
But they come with trade-offs:
You don’t own the platform
You’re competing side-by-side with dozens of similar contractors
You’re limited in how deeply you can explain your process
Monthly fees add up quickly
Lead quality is unpredictable
For this client, the biggest issue wasn’t just lead volume — it was messaging.
His differentiator is that he manages everything under one roof:
Design & planning
Architecture & engineering
Permitting & approvals
Materials & finishes
Construction & project management
Final walkthrough & completion
But none of that was clearly communicated on his existing platform profile.
And when you don’t control the narrative, you lose opportunities before the conversation even starts.
The Strategy: Build a Website That Educates and Filters
The goal wasn’t simply to “make a beautiful website.”
It was to create a digital experience that:
Answers common client questions before they’re asked
Demonstrates expertise through detailed project breakdowns
Showcases before, during, and after transformations
Builds trust through testimonials
Makes it easy to get in touch
Most homeowners considering renovations are overwhelmed. They don’t just want inspiration — they want clarity.
So we designed the website to function as both:
A visual portfolio
A pre-qualification tool
The Build: Key Features of the New Squarespace Website
1. Photography-Driven Homepage with Parallax Scrolling
Because this is a renovation-focused business, imagery does the heavy lifting.
We used full-bleed banner images with subtle parallax scrolling to create movement and depth — especially effective for kitchen remodels, living rooms, and outdoor spaces.
We incorporated Montserrat (matching his brand typography) and added thin 1px inset image borders for a subtle layer of elegance.
Small details matter.
2. Portfolio Pages That Go Beyond “Pretty Pictures”
Each project page walks site visitors through:
The original condition
During-construction photos
Layout changes
Final reveal
Exterior and outdoor spaces
Every section includes contextual copy explaining the transformation.
This is critical.
Instead of simply showing a finished kitchen, the site demonstrates the scope of work — permitting, structural changes, finishes, coordination.
The result?
Fewer repetitive questions during discovery calls and more informed prospects.
3. A Clear, Step-by-Step Process Page
One of the most valuable additions was a detailed process breakdown, including:
Initial consultation
Design & planning
Architecture & engineering
Permitting & approvals
Materials & finishes
Construction management
Final walkthrough
This page alone reduces friction and builds trust.
When homeowners understand what happens next, they feel more confident reaching out.
4. Service Overview That Emphasizes “Under One Roof”
Many contractors outsource different pieces.
This builder handles it all.
So the services page was designed to reinforce that unique positioning — from design through final completion.
Clarity converts.
5. Testimonials as a Dedicated Experience
Instead of scattering testimonials randomly, we created a clean scrolling testimonial section that highlights client experiences in a focused, intentional way.
Social proof works best when it’s organized and visible.
6. A Streamlined Contact Page
No clutter.
No confusion.
Just:
A simple form
Phone number
Email
Location information
When someone is ready to reach out, friction should be minimal.
The Bigger Shift: From Marketplace Dependency to Digital Ownership
The most important transformation wasn’t visual.
It was strategic.
Instead of paying a third-party platform every month and competing inside their ecosystem, this contractor now:
Owns his website
Controls his messaging
Adds new projects anytime
Optimizes content over time
Builds long-term SEO equity
Your website should be an asset — not a rental.
Who This Approach Is For
This strategy works especially well for:
General contractors
Remodelers
Builders
Architects
Interior designers
Service-based businesses with visual work
If your differentiator is your process, craftsmanship, or communication — your website needs to reflect that depth.
A single profile page on a marketplace platform won’t do it justice.
Final Thoughts
A well-built Squarespace website can:
Educate prospects
Filter leads
Reduce repetitive emails
Showcase expertise
And support your long-term marketing strategy
If you’re currently relying solely on Houzz or another directory platform and wondering whether it’s time to build something you own — it might be.
I’ve spent 11+ years on the Squarespace platform (including 7 years as a Squarespace employee) and have built 150+ websites for service-based businesses.
If you'd like to talk through your situation, I’m always happy to have a conversation.
Need Professional Help With Your Squarespace Site?
If this update has you thinking about refreshing your site, improving your mobile experience, or tightening your brand storytelling, I’d love to help.
I’m Travis Vance, a Squarespace Circle Platinum Partner and Marketplace Expert who has built 125+ custom Squarespace sites across industries—from nonprofits and creatives to e-commerce and high-growth service businesses.
👉 See my portfolio: https://www.coyotemooncreative.com
👉 Book a strategy call: https://www.coyotemooncreative.com/contact
Let’s take your site from a yip to a howl. 🐺
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