Armfield Builders

Where they started

Armfield Builders is a real, established shop — David and Matthew Armfield, father and son, 20-plus years and 140 homes in Davidson County. That kind of track record is rare, and it wasn’t showing up anywhere online. The existing site undersold the business: dated, generic, and not built to carry the weight of two decades of real work.

We know this one from the inside — it’s not a client engagement, it’s the family business, run through the same process we use for our own.

How we approached it

A builder’s site has one job: make a homeowner believe this crew can be trusted with the biggest purchase of their life. That trust comes from specifics — real projects, real numbers, real people — not stock photography and a contact form.

• Lead with the real portfolio. Six real projects (Avenue K, Cameo, Hillside, Belcrest, Hepler, Overbrook), real photos, presented like what they actually are — a set of finished jobs, not a generic gallery.
• Borrow the trade’s own visual language. The logo’s roofline became a signature stroke-drawn line motif, reused for icons, dividers, and the portfolio index — treated like a construction drawing set (sheet numbers and all) instead of a template grid.
• Make the site work as hard as the crew does. Full SEO and structured data so search engines and AI answer engines alike understand exactly who Armfield Builders is and where they build.

What we built

• A fast, static site in Astro and SCSS — zero JS by default, nothing for David and Matthew to maintain.
• A brand system built around the real logo and a real navy-and-brick palette, with the elevation-line motif as the one deliberate signature choice.
• A project index for all six homes, each with its own page, photos, and story.
• A contact form with a real backend — a Cloudflare Pages Function relaying to Mailgun, spam-filtered with a honeypot field, so a lead lands in an inbox instead of a void.
• A full SEO and GEO pass: sitemap, canonical URLs, OG/Twitter tags, HomeAndConstructionBusiness and per-project JSON-LD, and an llms.txt — all sourced from one file of business facts so nothing drifts out of sync.
• A design audit pass, fixing real accessibility issues before launch: low-contrast label text, an inaccessible slider control, and a mobile nav rebuilt as a proper off-canvas menu.

Where it stands

The site is built and ready — every page, the contact form, and the full SEO layer are in place. What’s left isn’t code: standing up a Google Business Profile, a professional real-estate shoot to replace the rougher jobsite phone shots, and cutting the domain over.

Once that happens, every page is already instrumented to track what matters — quote submissions and calls — from day one.