A third-generation builder whose website didn’t match the work.
Roselawn doesn’t advertise — work arrives by referral, and the website’s only job is to not lose the referral. The brief: when a neighbor says “ask Roselawn,” the site that person finds at 9pm should look like the houses do — plumb, square, and finished. No stock crews in clean hardhats, no “dream home journey.” Five pages, short sentences, photographs of real joinery.
- Site
- roselawnbuild.com
- Industry
- Construction
- Location
- Beverly, MA
- Palette
- Pages
- 5 pages + 3 project profiles
- Scope
- Studio — $249/mo
- Build range
- 5–10 days — kickoff to launch
- In the build
- Project profiles built as one-page spec sheets
- Three-field project-intake form
- Wordmark set in one confident serif
A concept build — the business is fictional, the craft is not. Scope and build range are quoted from our plans, the same way we’d quote yours.
How it came together.
Confidence as design
Big serifs, big numbers, no marketing fluff. The site looks the way Roselawn talks at a job site: short, sure, finished.
Project pages that read like spec sheets
Each completed home gets a one-page profile with materials, square footage, foreman, and 6 photos. No “luxury experience” language anywhere.
A real intake form
The “Start a project” form asks the questions a builder actually needs answers to before quoting. Owner answers it himself, by Monday.
Every page has a job.
The sheet index — what we’d walk you through, page by page, on the review call.
Home
A finished house, the wordmark, and one line — custom homes on the North Shore since 1978. The confidence is the design.
Projects
The ledger of completed homes — name, town, year. Each row opens a one-page profile that reads like a spec sheet: materials, square footage, foreman, six photos.
Process
How a build actually goes, phase by phase, including the part where it’s loud and muddy. Setting expectations in writing is a courtesy.
Crew
The foremen and the office, by name, with years on the crew. People hire the builder, not the brand.
Contact
Three fields — name, town, what you’re building. Short enough to finish from a truck, specific enough to answer well.
Why the profiles read like spec sheets
Builders are judged on specifics. Materials and square footage say more than adjectives, so each project page is assembled from the job folder, not a copywriter’s imagination.
Why only three fields
Every extra field costs a nervous first message. Name, town, and the project — enough for the owner to call back already knowing what to ask.
Why “luxury” appears nowhere
The houses are expensive; the word is cheap. Cutting it from every page was the single biggest brand decision in the build.
The other artboards.
Want one of your own?
We’d build yours with the same care. Studio scope is $249/month — live in 5–10 days.