A Melbourne builder with three very different clients
01 — The brief
Three build types, three buying decisions
A family building a custom home, a developer planning a four or six pack of townhouses, and an investor or support coordinator delivering SDA housing are all valid clients for the same team.
They share nothing else. One is an emotional, once-in-a-lifetime decision. One is a yield calculation. One is governed by NDIS design categories and compliance requirements that most builders cannot meet.
The brief was a site that treats each as its own proposition, with enough depth on SDA in particular to prove genuine expertise, while holding one confident brand across all three.
One team, three fields of expertise Custom home builds, multi-unit developments, SDA builds and project management each get a full service page rather than a paragraph on a shared list.
By the numbers
Built around the buyer
Feature
The SDA section does the heaviest lifting. It explains what Specialist Disability Accommodation is, walks through the four design categories, and speaks to participants, support coordinators and investors separately, because all three are involved in one build.
- SDA design categories explained in plain language
- Separate framing for participants, coordinators and investors
- Multi-unit content aimed at yield and site planning
- Custom home content aimed at lifestyle and design
- Video-led homepage showing finished work
- Builder registration number published in the footer
Projects as proof
A gallery filtered by what you are building
Nobody looking at an SDA build wants to scroll past kitchens.
The projects section filters by custom homes, multi-unit developments and SDA builds, so each visitor sees the work relevant to the decision they are making.
Each project is a record with its own imagery and detail, added by the team as builds complete, which keeps the gallery growing without a developer.
02 — The process
How we got there
- 01
Separating the three propositions
Custom homes, multi-unit and SDA were mapped as distinct journeys with their own service pages, project filters and enquiry paths.
- 02
Building the SDA depth
The NDIS content was structured to explain design categories and process properly, since that expertise is the main differentiator.
- 03
Video-led build
The homepage was built around video of completed work, with autoplaying background footage handled so it does not slow the page or hijack a phone.
- 04
Projects and insights systems
Projects and insight articles were set up as content records the team maintains themselves.
- 05
Launch and handover
The site went live with enquiry and call paths on every page and a projects gallery the team extends as builds finish.
Craft, stated without decoration The about section leads on transparency, on-time delivery and a collaborative process, which is what a client burned by a previous builder is scanning for.
03 — The outcome
Three audiences, none of them compromised
A specialist builder that reads as a specialist in all three of its markets.
Enquiries arrive with the build type identified, and the SDA content qualifies the reader before they ever pick up the phone.
Fuel built and develops the site; the visual design is by Deanna Dragovic.
Ready for a website like this?
Let's build the next one together
Design, build, content and search, handled by one Auckland team.
