02 / Strategic Website Design for a Construction Tech Consultancy

Project Summary

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

The Challenge

As a new division, the organization needed a website that could do multiple things at once: communicate its unique identity, showcase ongoing innovation initiatives, and act as a marketing tool for potential partners and recruits. The site needed to be flexible, easy to update, and scalable as the business matured.

Additionally, the digital presence had to reflect the division’s forward-thinking mindset without straying too far from its parent company’s professional tone. There was also a need for 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 clients, collaborators, and prospective team members
• 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 KPIs
• Conducted a competitive audit of similar tech/product teams within the construction sector
• Built the website with a modular structure and anchor navigation to control narrative flow
• 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 semantic structure
• 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 behavioir and site engagement
• Embedded Spotify podcast episodes directly into the site with a branded player
• Ensured all embedded content remained responsive and accessible across devices

Collaboration & Delivery

• Worked with internal stakeholders to refine messaging and content strategy
• Delivered Figma files, responsive prototypes, and a dev-ready handoff package
• 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, and scalability required close collaboration and strategic alignment. I'm proud to have created a system that not only reflects Building Digital’s values but also supports their growth and engagement goals.