D&L Building Services
the builder's website we designed and built
D&L Building Services is a building company working out of Croydon across South East London, run by two partners with more than twenty years in the trade between them. Our team designed and built a five page site that puts their finished work and their rating in front of a homeowner inside the first few seconds, and handed it over so they can add each new job themselves as it completes.
See it live at dlbuildingservices.co.uk
What the client needed
D&L already had the answer to that. A 10 out of 10 rating on Checkatrade, a construction management degree behind the company, and years of finished extensions, lofts and kitchens sitting on two phones. None of it was anywhere a customer could find it. Our job was to get the evidence off the phones and onto a page.
Every builder's website says the same three things. Quality, reliability, attention to detail. A homeowner comparing three companies reads that paragraph three times and then decides on something else entirely, which is whether these people will turn up, finish the job and still be answering the phone in March.
Two colours and a drawing board
The site runs on a blue and orange house mark. We held the palette to those two, navy for the headings and the structure, orange used once per screen so it still carries weight when a visitor reaches it. Everything else stays white, which leaves the photographs to do the talking.
Architectural line drawings run through the pages, a block of flats on the services page and a house frame on the homepage. They earn their place. A company that takes on structural work, steel fabrication and building control sign off should look like people who read a drawing, not people who turn up with a van and a rough idea.
We set serif headings against a plain sans for the reading text. The serif gives a small building company the weight of an established one without dressing it up as something it is not.
Before and after, under the visitor's thumb
Nothing sells building work like the state of the room before anyone touched it. We built the before and after transformations on the homepage as sliders, so the old kitchen and the tired front elevation disappear as the visitor drags across them. It holds people on the page longer than any paragraph we could have written.
Every photograph on the site is a job the team actually did, in Beckenham, Forest Hill, Upper Dulwich and Purley. No stock photography anywhere. A homeowner in SE23 looking at an extension two streets away is a stronger argument than a rendered kitchen that could be in any country.
How our designers worked through it
01
We started from the question a homeowner actually asks, which is whether this company has done the job before, done it nearby and done it properly. Every page answers one part of that and then gets out of the way.
03
On Services we built four blocks with a photograph from a real job beside each one, so nobody has to read a list to find out whether D&L do loft conversions. The specialist work sits in there too, the steel fabrication, the wall tie replacements, the diamond drilling and the listed building jobs. Most builders bury that. It is the work that separates a company with engineers from a company with a van, so we gave it a section.
02
Five pages. Home carries the proof, with the Checkatrade rating, the before and after sliders and the customer scores. About introduces the two partners, the twenty years and the qualifications. Services covers what the company takes on. Our Work is the finished jobs with the areas named. Contact holds the numbers and the form.
Builders get chosen over the phone. We put both mobile numbers on the contact page with a WhatsApp button beside each, because a homeowner with a crack in a wall wants to send a photograph of it, not compose an email and wait.
Two numbers, a WhatsApp button and a form
The form sits beside them for anyone who would rather write, and reaches the team with a name, a number and a description of the job, which is enough to price a visit without a second round of emails.
The client updates it without writing code
A building company finishes a job every few weeks, and each one is a reason for somebody to call. The team adds the photographs and the description to Our Work themselves in the editor and publishes it, with no ticket to us and no invoice for an afternoon's work.
We build every site this way. The difficult part stays with our team. The daily running goes to the owner, with training so they can use it from the first week.
What the site does now
A visitor lands, drags a slider, reads a customer score, then taps WhatsApp or the number. The work on the page is local enough that people recognise the streets, which is the whole argument for a builder working one borough at a time.
The next stage is depth. We are breaking the services into their own pages, one for extensions, one for loft and garage conversions, one for refurbishment, so each can answer a search on its own. The finished projects follow the same route, a page each for the Upper Dulwich loft and the Beckenham kitchen, named by the job and the place. Somebody in Dulwich typing a loft conversion into Google should land on the loft D&L built in Dulwich.
Your last ten jobs are your best argument
We design and build websites for builders and trade companies across London, and we hand them over so you can add each job yourself as it finishes. Book a free 30 minute consultation, tell us what you build and where you work, and we will show you what your site needs to do.
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