11/11/2025: How Project Pages Turn Traffic Into Trust

In our recent Growth Workshop, we dove into a crucial topic that can significantly impact the conversion rates for deck builders: Project Pages. This session, explored how optimizing your project pages with high-quality images, testimonials, and detailed descriptions can help build trust with potential customers and elevate your brand’s online presence.

Key Takeaways from the Session:

The Power of Project Pages:

Project pages play a vital role in showcasing your craftsmanship. When potential clients visit your site, the first thing they notice are the visuals and details of past projects. Quality images and thoughtful project descriptions not only help your visitors envision their own dreams, but they also build authority and trust, setting you apart from competitors.

Optimizing Photos:

Lighting and angles can make or break the quality of your images. For projects with lighting features, shooting at dusk or using natural light during the golden hour can elevate your photos. These simple adjustments can result in visually compelling content that resonates with potential clients.

Incorporating Client Testimonials:

Video testimonials, particularly those showcasing clients enjoying their new space, are a powerful tool for building trust and emotional connection with potential customers. Encouraging clients to record a short video review after project completion can significantly enhance the credibility of your project pages. Offering an incentive, such as a discount or a small gift, can help motivate clients to participate. These authentic, relatable testimonials not only humanize your brand but also provide social proof that can influence prospective clients' decision-making.

SEO Benefits:

Your project pages don’t just serve as a sales tool—they can also boost your SEO rankings. Including location-specific details and using materials and price ranges will make your pages more relevant to local searches, improving visibility on Google.
We heard from Pat, one of our dedicated clients, who shared his experience of regularly revisiting sites post-project completion. This allows clients to fill the space with furniture, which enhances the lifestyle imagery and ensures photos reflect the home’s true potential.

Next Steps: How to Implement This for Your Business

  1. Start with the Basics: Ensure that your project pages feature high-quality images, detailed descriptions, and testimonials from satisfied customers.
  2. Focus on Lighting and Angles: Invest in capturing images during the golden hour or post-project when the space is fully staged.
  3. Ask for Video Testimonials: Encourage clients to record a short testimonial. Simple, authentic video clips resonate with viewers more than professional productions.
    1. Pro Tip: Can't get a video testimonial? Share the corresponding Google Review that the client gave you so it can be incorporated onto the project page!
  4. Stay Consistent: Regularly update your project pages with fresh content and continue to optimize based on what resonates with your audience.
  5. Notify Your Account Manager: Ready to get a project page on your website? Notify your Account Manager!

Project Page Checklist

  1. Location: Adds local trust (“This builder works in my area.”)
  2. Materials Used: Primes the prospect for Sales conversations.
  3. Price Range: Sets clear expectations and attracts qualified leads.
  4. Stellar Images: Bright, high-quality photos in natural light; before/after if possible.
  5. Testimonial Video or Google Review: Adds real human credibility and helps your SEO.
  6. Project Description: Tell a story: what problem you solved, how you approached it, and the result.

Additional Resources:

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