Home Builder Website Redesign Case Study

How a home builder ran a tender, launched a new site and lifted conversions 75%

I was the builder's Head of Digital: I wrote the brief, ran the tender, appointed the agency and owned delivery to launch.

conversion rate uplift post-launch

$250Kestimated saving on agency spend in year one

You'll work with me, AnthonyNot an account manager or a junior. I reply to every enquiry myself.

Client: Large-volume residential home builder, Australia
Role: Head of Digital (client-side, 2024 to 2026)
Scope: Platform strategy, formal market tender, agency appointment, delivery ownership to launch

The situation

For a volume home builder, the website is not a brochure. It's where buyers shortlist designs, compare inclusions, find land, and decide whether to walk into a display centre at all. This builder's website project had been stalled for three years when I came on board: slow to change, expensive to maintain, and shaped by years of vendor decisions nobody on the client side had been positioned to challenge.

My first call was the hard one: stop trying to resuscitate it and start again. Three years of drift had taken the existing build past the point where patching made commercial sense; the honest path was a clean brief and a rebuild. What the business needed was someone to own that entire problem: define what good looked like, run a defensible process to select who would build it, and then carry the delivery through to launch without the drift happening twice.

What I did

Authored the brief. Before any agency saw a document, the requirements were pinned down in writing: platform direction, integration landscape, content operations, measurement, and the commercial shape of the engagement. A tender is only as good as the brief behind it, and most replatform briefs are written by the incumbent vendor. This one wasn't.

Ran a formal $250,000+ market tender. A structured, multi-stage process: market scan, shortlist, staged evaluation, and a scoring framework agreed with leadership before responses arrived, so the decision was made on evidence rather than on the best sales performance. Six agencies responded, all answering the same questions on the same terms. The eventual winner was my wildcard addition to the shortlist: not from the obvious pool, but included because the structures and organisation inside their delivery operation stood out. That's what evidence-based scoring buys you: the best-run agency wins, not the best-known one.

Appointed the agency and owned the relationship. Selection is the start, not the end. I negotiated the engagement structure, set the governance rhythm, and stayed accountable for the relationship through delivery: scope decisions, trade-offs, and the uncomfortable conversations that keep a build on track.

Owned delivery from brief to launch. Sitting client-side with agency-side experience meant estimates got challenged in their own language, change requests got assessed against the brief rather than against goodwill, and quality gates actually gated. The heaviest technical lift was integrating the builder's internal product platform, the single source of truth for every home design, facade and inclusion the website sells, so the site always reflected the live catalogue rather than a copy that drifts.

The results

75% conversion rate uplift post-launch. The new platform converted visitors to enquiries at a rate three quarters higher than the old site.
An estimated $250K saved on agency spend in year one. I brought day-to-day digital work in-house, cut the agency to a minimum retainer, then ended it once the new agency was appointed. Spend went from $25,000 to $30,000 a month down to $5,000, then to nothing.
A governed function. Decisions documented, vendor accountability structured, and a platform the internal team could actually operate.
Three years of stall, ended. A project that had been “nearly there” for three years finally launched, with the product-platform integration that previous attempts never landed.

What this engagement shows

The value wasn't in knowing a better agency. It was in process ownership: a brief the business controlled, a tender that made agencies compete on substance, and delivery oversight from someone who has sat on the agency side of the table and knows where projects actually go wrong.

This is the work behind three of my standing services: website redesign scoping covers the brief, vendor and agency selection covers the tender, and fractional head of digital covers the embedded ownership that carries it through.