Hayes Homes.
Editorial concept for a premium Brisbane home builder. Built to stand apart from every other builder site, attract $1.5M+ custom-build clients, and filter tyre-kickers before they hit the calendar. The concept we'd build for any AU premium builder that wants to compete on brand, not bottom-of-the-market price.
Every builder site looks the same. Premium clients can't tell quality from quote-and-pray.
Walk through a dozen Australian builder websites and you'll see the same thing on repeat. A hero photo of a finished kitchen, a generic gallery, a contact form that asks for a phone number, and a promise of "your dream home built right". The site for a $400k volume builder reads the same as the site for a $4M custom builder, and the premium client researching their next home has no way to tell which one matches the craft they're actually paying for. The brand doesn't reflect the work, so the leads coming in don't reflect the client the team wants to talk to.
Then the enquiries land. Most are unqualified. People shopping on price, people who haven't bought the block yet, people three years out, people who saw the cheapest display home and assumed every builder is the same number. Sales spends hours on calls that never convert, and the founder has no idea which channel pulls serious buyers versus tyre-kickers. There's no attribution, no qualification, no filter. Just a contact form and hope.
The premium builder stack.
- Editorial brand siteMagazine-style layout, full-bleed project hero photography, typographic restraint. Reads like an architecture publication, not a sales page.
- Project gallery with storyEvery project has a narrative behind it, not just before-and-after photos. Client brief, site constraints, materials, the decisions that made it.
- Premium qualification flowAsks about budget bracket, suburb, build type, and timeline before booking the discovery call. Filters before the diary opens.
- Suburb-based SEO pagesSeparate landing pages for the suburbs the brand targets, New Farm, Hamilton, Ascot, Bulimba. Ranks where the right clients search.
- Brand-aligned ad creativeMeta and Google ads that look like editorial features, not "Get a free quote". Built to attract clients who buy on craft, not price.
- Pipeline + attributionEvery enquiry tracked back to the source. The team knows whether Instagram or Google ads pulls $1.5M+ clients, and where to spend next.
A $2M client researches builders for 4 weeks. Most sites fail in 12 seconds.
Below is the qualification flow that filters serious clients from tyre-kickers. Premium tone, asks the right questions early, books straight to the founder's diary.
Premium clients who arrive already pre-sold on the brand. The team only meets people who can afford the build.
The editorial brand does the heavy lifting up front. It signals craft, restraint, and a price bracket without needing to say a number, so the right client self-selects in. The qualifier handles the rest, filtering by budget, suburb, and timeline before anything hits the founder's diary. Discovery calls stop being prospecting sessions and start being scoping conversations with serious buyers, and the win rate climbs because every lead coming through is already pre-qualified for the work the team wants to do.
Book a 30 min audit. I'll show you what your site is missing.
Free, no pitch. Audit your current site against this editorial concept, find what's keeping premium clients away, tell you what to fix first. If you want us to build it, we quote. If you want to DIY, you keep the audit.
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