Through search demand analysis and competitor research, we examined how higher-income homeowners in the Atlanta area search for porch construction services, what factors influence their decision-making, and what emotional and functional needs drive their investment in outdoor spaces. Additionally, we reviewed industry trends and customer testimonials to understand the expectations of luxury home improvement clients.

We developed detailed user personas representing affluent homeowners in their late 30s-60s who value functionality, craftsmanship, and effective project management. We mapped their decision-making process, from initial inspiration to hiring a contractor, identifying key friction points—such as difficulty finding licensed, high-end builders and frustration with disjointed design and construction teams.

Using insights from user personas, search behavior, and competitive gaps, we brainstormed and prioritized content and design elements that would establish trust, exclusivity, and high-end appeal. We focused on visual storytelling, enhanced navigation, and persuasive messaging that highlights the design-to-build advantage, eliminating the common frustration of managing multiple contractors.

We structured the landing page to evoke elegance and expertise, featuring high-quality imagery, engaging storytelling, and clear CTAs that encourage users to schedule a consultation. The layout balances SEO best practices with a visually immersive experience, ensuring homeowners feel inspired and confident in their decision to invest in a custom outdoor living space.

Before launch, we conducted A/B testing on headlines, CTAs, and messaging to optimize for engagement and conversions through cross-team collaboration. We also gathered feedback from industry professionals and potential clients to ensure the page aligns with user expectations and reinforces Atlanta Porch & Patio’s premium brand identity.