03 / Strategic Website Design for a Construction Tech Consulting Group

Project Summary

This project involved designing and launching a responsive, CMS-powered website for a newly established construction tech consulting group. The goal was to establish the organization’s digital presence, build credibility in the tech innovation space, and support lead generation.

The Challenge

This organization needed a website that could do multiple things at once: communicate their unique identity, showcase ongoing innovation initiatives, and act as a marketing tool for potential partners and clients. The site needed to be flexible, easy to update, and scalable as the business continues to mature.

Additionally, the digital presence had to reflect the division’s thought leadership with a podcast integration and marketing lead capture to align with the group’s broader engagement strategy.

Scope

With no existing website, Building Digital needed a digital home that would:

• Establish credibility with prospective clients and partners
• Reflect their people-first, tech-forward approach to solving problems in construction
• Serve as a lead generation tool by integrating marketing tools and analytics
• Showcase thought leadership—including their podcast series—in a discoverable, digestible format
• Communicate the mission and value proposition of Building Digital
• Support ongoing marketing efforts through lead capture and content distribution
• Ensure a cohesive, responsive, and accessible user experience

UX Design & Strategy

• Led a kickoff workshop to align on site purpose, core messaging, and establish KPIs
• Conducted a competitive audit of similar tech/product teams within the construction sector
• Built the website with clear site architecture and site navigation
• Prioritized sections that communicate more about the brand, their unique service offering and how embedded they are in the market
• Integrated sign-up CTAs and dynamic email subscription points throughout the site
• Embedded the Spotify podcast feed directly on the page for discoverability and retention
• Optimized the mobile experience to support scroll-based storytelling and quick interactions

Visual & UI Design

• Created a clean, modern aesthetic with strong typography, white space, and scalable components
• Used subtle animation and hover effects to make the site feel alive without distracting from the content
• Ensured AODA/WCAG compliance through contrast checks, accessible navigation, and prioritize design for screen readers
• Designed components with future CMS flexibility and modular content updates in mind

Marketing, Analytics & Integrations

• Connected Google Analytics and custom event tracking to monitor user behaviour and site engagement
• Embedded Spotify podcast episodes directly into the site
• Built a categorized blog article hub
• Ensured all embedded content remained responsive and accessible across devices

Collaboration & Delivery

• Worked with business' stakeholders to refine messaging and content strategy
• Delivered Figma files, responsive prototypes and copy content
• Provided guidance on marketing workflows, accessibility, and long-term scalability

Outcome

The new website launched successfully and now serves as a key touchpoint for the division’s storytelling and recruitment efforts. With its modular design system and CMS backend, the team continues to grow and adapt the content with minimal external support. The integrated lead-gen features and content strategy helped lay the foundation for ongoing digital engagement.

Reflection

This project was a strong example of UX thinking applied beyond just interface design. Balancing storytelling, conversion rate optimization, and scalability we created a website reflects Building Digital’s values but also supports their growth and engagement goals.

Looking for more projects like this?

This project was part of my time at Highlighter Studio, where we partnered with small teams to bring their digital ideas to life. Explore more of our studio’s work here.