AllertonFox Construction has been doing top-tier construction work in the New York metropolitan area for decades. Their portfolio includes healthcare facilities, commercial interiors, data center construction, hospitality projects with high-profile clients like Vera Wang and Montefiore Health System. Their reputation among clients is one of trust, precision and personal involvement from their principals that is rare in the commercial construction industry.
The website they were operating didn’t reflect any of that. Built on a GoDaddy design services template, it was a basic, low-impact placeholder that listed their services without showcasing the caliber of work or the people behind it, and gave prospective clients no compelling reason to explore or reach out. In a market where general contractors compete for high-value projects often sourced through referrals and online research, the website was a huge missed opportunity every time someone looked them up.
AllertonFox needed a website that matched the reputation and quality of the firm it represented.
Commercial construction is a relationship-driven business. Before a client signs a contract, they want to know “can this firm do the work?” and “are these the right people to trust with it?” The entire website architecture was built to answer these questions as quickly and clearly as possible.
The project portfolio is the focal point with each project page showcasing context, project photography, and scope, to give prospective clients a view into what AllertonFox actually delivers across all industries. Our goal was for a visitor to come away understanding not just that the firm had done similar projects, but their entire process and successes.
In a firm where the principals are personally involved in every project, relationships and first impressions matter. Dedicated pages for Terry Allerton, Jamie Fox, and the broader leadership team provide a human-centric foundation. When a prospective client or partner visits the site, they know that this is the team they’re going to be working with.
The result is a website that earns credibility on the first visit and rewards deeper exploration, exactly the behavior that generates an inquiry from a qualified prospect. Without a pre-launch baseline to compare against, the story the data tells is about the quality of engagement the new site is generating. And it is the right kind of engagement for a commercial construction firm operating in one of the most competitive markets in the country.
New York City accounts for 18.5% of all US visitors, with strong representation from across the Tri-state area, confirming the firm’s core geographic market is finding them. The team pages, where prospective clients research the people they’ll working with, have an 82% engagement rate, meaning the vast majority of visitors who land there continue exploring their team. The healthcare-specific pages show some of the highest engagement on the site, reflecting the highly qualified nature of the audience seeking AllertonFox’s specialized industry expertise.
On Google, AllertonFox ranks #1 for every branded search: their name, their principals’ names and their full company name. In commercial construction, where most new business begins with a referral and a quick search, owning that first result completely is a huge win. Now every prospect who hears the name AllertonFox and looks them up immediately finds a professional, credible presence.
Let’s talk about what’s next for your website and how we can help you get there.
