CUSTOM HOME BUILDING · 2025 - ONGOING
Phil Kelleher Homes
25 years of award-winning homes across the South West. Almost none of it visible online.
A premium custom home builder in the South West, trusted for over two decades and recognised with multiple HIA awards, with an online presence that undersold all of it. This is the story of a full website build designed around Phil's portfolio, from project-led case studies to a lead funnel that attracts the right clients, and an ongoing social media strategy that lets the craftsmanship do the talking.
ENGAGEMENT
Strategy + Build + Ongoing
PLATFORM
Squarespace 7.1
ROLE
Strategy · UX · Design · SEO · Content · Social
TIMELINE
2025 · Ongoing
SECTOR
Custom Home Building
01 Background
Phil Kelleher Homes has been building across the South West for 25 years, a custom home builder that locals know delivers craftsmanship you can trust.
Premium new builds, renovations and off-grid rural homes across Dunsborough, Yallingup, Eagle Bay and Margaret River, all built by Phil and his family-run team. The kind of builder whose work wins HIA awards and whose clients come through word of mouth, because the homes speak for themselves. On site and in the community, the reputation was rock solid.
Online was a different story. The business had almost no digital presence, and what existed didn't reflect the calibre of the work. Award-winning projects sat unseen, there was no portfolio to point prospective clients to, and enquiries relied entirely on referrals. One of the South West's most awarded builders was practically invisible online.
02 Our Approach
The strategy came before the design.
Three decisions shaped how the site was built.
01
Positioning
Lead with the work, not the sales pitch.
Phil's clients don't respond to hard selling, they respond to proof. So the site was positioned around the portfolio, with award-winning projects front and centre and every page built to let the craftsmanship do the convincing. No hype, no filler, just the homes and the detail that goes into them.
02
Architecture
Build every project its own stage.
Rather than a single gallery page, each major build got a dedicated project page with full photography, the story behind the design, and the awards it earned. It gives prospective clients a real sense of scope and quality, and gives award judges and industry professionals something worth linking to.
03
Lead Quality
Attract the right enquiries, not the most.
Phil doesn't need volume, he needs the right clients. The contact form pre-qualifies enquiries by budget, project type and timeline, and the calls-to-action guide serious prospects towards a consultation. The result is fewer tyre-kickers and more conversations worth having.
03 How We Delivered It
Launched July 2025, with every award on display.
At a glance
Dedicated project pages for every major build
Award history integrated across the site
Pre-qualifying contact form filtering enquiries by budget and scope
SEO groundwork targeting South West custom build searches
The site was built around Phil's existing professional photography, optimised for fast loading without losing the quality that sells the work. Each major project got its own page with a full gallery, the story behind the build, and key design features. The 2025 HIA wins, including WA Regional Home of the Year, were woven through the portfolio rather than buried on an awards page, so the credibility works everywhere a visitor lands.
Under the hood, the foundations were set for growth. SEO-optimised headings and meta descriptions target the searches that matter in the South West custom build market, Google Analytics tracks enquiry rates and visitor behaviour, and the structure makes adding future projects straightforward. Phil's team was handed a step-by-step training guide, with post-launch support to smooth out the transition.
BEFORE · 2025
AFTER · 2026
From invisible to award-worthy. The old site listed the business but showed almost none of the work: no project pages, no awards, no reason for a premium client to enquire. The rebuild put 25 years of craftsmanship on display and gave the South West's most awarded builder a website that finally holds its own.
04 What is produced
The portfolio now works as hard as the builder.
From the portfolio work
Every project has a home.
Each major build now has its own page: full photography, the story behind the design, and the awards it earned. Prospective clients can see exactly what Phil delivers, and new projects slot straight in as they're completed.
From the positioning work
The awards do the talking.
The 2025 HIA wins, including WA Regional Home of the Year, are woven through the site rather than buried on a trophy page. A visitor can't land anywhere without understanding the calibre of the work.
From the enquiry work
The right clients get through.
The contact form pre-qualifies enquiries by budget, project type and timeline, so Phil spends his time on serious conversations, not tyre-kickers. Word of mouth still does its job, the website just backs it up.
Looking for a more considered approach to your website? If you value clear thinking, thoughtful design, and a site that reflects the professionalism of your business, you should get in touch.
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