A portfolio, not a lead form.

Large properties and long build timelines produce a particular kind of business. The builders and trades working on those houses are rarely competing on price, and almost never on availability. They are competing on whether the last dozen jobs look like the one a homeowner has already half-imagined.

That is a different sales problem from the one a plumber has, and it wants a different website.

Nobody spends six figures off a thumbnail

A homeowner planning a renovation on that scale is not filling in a contact form on a site that shows four cropped images in a gallery component. They are looking for evidence, and the evidence is visual.

The RTHarris build is organised around exactly that. Every project carries its own page and its own address rather than a slot in a grid — a split hero, a strip of build facts, story sections broken by full-width photography, a gallery, and credits. It reads like a feature because the decision it supports is made the way a reader makes one.

What that changes about the build

Three practical consequences, all of which run against the usual advice:

• Fewer and larger pages beat a page per keyword. One properly written project outperforms six thin service pages.
• The photography budget matters more than the search budget. A beautiful site with weak imagery has nothing to sell.
• The contact route is a conversation opener, not a quote calculator. Nobody is pricing a custom home from a form.

The custom home builder service page goes through the whole argument, including where drone and timelapse media fit.

Who this does not suit

A one-truck operation doing repairs and small jobs does not need any of it. That business wants speed, a number in reach, and a page for every service it sells — which is a different lane entirely.

Being honest about which of the two you are saves a month of building the wrong thing. The pricing for both is published.