Redline Construction is the brainchild of Thomas Nicolosi, a contractor in the New York Metro area. The company specializes in luxury condos, estates and from time to time has been known to do work on high-end commercial properties as well. Their work is well known – as they were given the Award of Excellence by the Staten Island Chamber of Commerce in 2011. Does their website live up to their outstanding reputation? Let’s find out!
The site seems to be going for plain, but bold. Using the color red for the design makes some sense – as the company’s name is Redline, after all – but I can’t help but think they might have been able to do more here. The whole idea is that they’re selling luxury condo construction and frankly, the site feels like a workshop more than it feels luxurious.
Marketing 101 is that you always want to make things about the customer, not the other way around, so taking more of a luxury-driven approach probably would have been the better way to go.
That being said, the site is very easy to navigate and seamlessly shuttles you from page to page. No complaints there.
The first thing that hits you on the site is the very powerful, professional photos of Redline’s work. They do an awesome job of not only showcasing what they can do – but the way they’re presented and staggered really makes them jump off the page.
That being said there are a few things that could be improved here, too; first of which is more of a call to action. On one hand, the call doesn’t need to create a sense of urgency because, well – you’re dealing with luxury construction here, not wristwatches. It’s not exactly the kind of decision someone’s going to make on a whim.
That being said – simply having a ‘contact us’ bit just doesn’t cut it in 2014. When you think luxury, you also think ‘convenience’ and the fact that there’s no contact form on every page hurts the site as a whole. The wording could also use some help – as ‘request a quote’ or ‘request a consultation’ pages usually lap ‘contact us’ pages; so the content and some of the site’s verbiage could use a boost as well.
The second major flaw is the lack of content on all the pages. If it was just put up, then at least there’s a small reason for the lack of completeness; but this page seems like it’s been up for a while. Tisk, tisk.
The third and the fourth problems aren’t ‘problems’ as much as they’re simple corrections. The first is that the site could use some testimonials. Especially in the world of contracting, where your reputation is everything – it’s important to have others vouch for your work. That holds doubly true in the world of luxury construction where the name value of some of their customers could certainly lend credence to their brand.
The only other piece is featuring the award that they won a little bit more. Awards mean a lot to people! Don’t be afraid to showcase them!
From a social standpoint, there isn’t much to talk about here. The buttons on the front page simply don’t work or go anywhere.
The problem here is that the page is only optimized to the company’s name. Unfortunately, that’s kind of redundant. If people already know your business and are actively searching it out, the chances are you already have that business. It’s more important – insofar as SEO is concerned – that people find you that don’t know who you are. That happens through local search optimization, service specialty optimization, etc. This site certainly needs more of that.
Overall verdict: Overall, we’re looking at an overall average site with some fantastic strengths and some glaring weaknesses. A lack of social hurts, but not taking advantage of some of the smaller things it could do quickly – like testimonials and bringing some pieces forward, hurt it more. On the other hand, the site is simple to navigate and the photos are really captivating – which for a construction site, is incredibly important. All things considered, this site isn’t far off from being really good – so long as they take care of some of those issues.
