16.6s
Mobile load · old site
Over sixteen seconds before the main content appeared on a phone.
Case Study · Website Rebuild A 50-year Omaha workshop,
A 50-year Omaha workshop,
rebuilt for the web.
Fox Custom Cabinets has designed, built, and installed bespoke cabinetry in Omaha since 1973 — the kind of shop whose work quietly shows up in the metro’s finest homes. Their reputation was built on word of mouth; their website told none of that story. It was slow — over sixteen seconds to load on a phone — and effectively invisible in search. We rebuilt it into a fast, editorial, search-first site that turns homeowners and builders into quote requests.
The problem
Premium craftsmanship, an invisible website.
On the phone where most homeowners find a contractor, the main content took over sixteen seconds to appear, the layout shifted as it loaded, structured data was missing, and there was no clear path from “I’m interested” to “here’s my project.”
67
Mobile performance · old
A failing Google Lighthouse score on the device most visitors use.
0/2
AI-agent readability · old
No structured data — invisible to the new wave of AI search and assistants.
What we did
Make it worthy of the work. Findable. And built to convert.
Three problems solved at once — a premium editorial design, local search baked into the foundation, and every page a funnel to a quote — then engineered to be fast.
01
A brand worthy of the work
Fifty years of premium craftsmanship deserved a premium site. We built a warm, editorial identity around the Fox red and a brushed-brass accent, a refined serif display face, and photography of the shop’s real installs — so it reads like a design magazine, not a contractor brochure. A signature liquid-glass navigation bar keeps the brand and a “Free Quote” button within reach at every scroll.
02
A portfolio that sells
The most persuasive asset a custom builder has is its own work. We built a filterable project gallery — kitchens, baths, built-ins — with a full-screen lightbox showing real photography of real installs, plus a library of 15 door profiles, each with its own page and its own path into a quote.
03
Rebuilt for speed
Hand-coded and static-first, served from a global edge network, with every image recompressed to modern formats and served responsively. Mobile load for the main content dropped from 16.6 seconds to 1.8 — roughly nine times faster — with zero layout shift.
04
Local SEO, built into the foundation
Not bolted on. Geo-targeted, genuinely unique content for Omaha, Elkhorn, Valley, Gretna and the surrounding metro; full structured data for the business, services, service areas, breadcrumbs and FAQs; a hub-and-spoke internal-linking model funneling every page toward a quote; and clean semantic markup plus an llms.txt so AI browsers can read and recommend the business accurately.
05
Lead capture that converts
An effortless quote-request form with smart contact-preference options and a persistent “Call / Get a Quote” bar on mobile. Behind it, a lightweight serverless backend sends the shop an instantly readable, branded email for every lead (one-tap reply to the customer), fires a branded auto-response so no prospect wonders if it went through, BCCs the marketing team, and hardens against spam — all sending from the client’s own verified domain.
06
A cutover that broke nothing
We migrated the domain and email off the legacy provider while preserving the client’s Microsoft 365 email, authentication and deliverability — verified record-by-record, executed cleanly. Visitors and inboxes never noticed; they just woke up to a faster site.
Editorial designStatic-firstEdge-hosted15 door-style pagesLocal-SEO foundationAI-readable (3/3)Serverless lead systemZero-downtime migration
The results
From sixteen seconds to under two.
Same 50-year shop — rebuilt by hand ~9× faster
Old website 16.6s
Rebuilt, static-first 1.8s
99 mobile
Performance 100 desktop
Performance 100
Accessibility 100
SEO Google Lighthouse · mobile 67 → 99 · desktop 82 → 100 (LCP 3.2s → 0.4s) · accessibility 82 → 100 · SEO 85 → 100 · layout shift 0.13 → 0 · AI-agent readability 0/2 → 3/3
Your website should match the quality of your work.
If your craftsmanship is premium but your site makes people wait — or can’t be found — you’re losing jobs you never hear about. We rebuild slow, dated sites into fast, beautiful, search-first ones that turn attention into booked work. Let’s talk.