Web design for DeTray’s
DeTray’s Custom Housing is a family-owned business rooted in the values of craftsmanship, community, and trust. The DeTray family legacy began in 1962 with Paul and Phyllis DeTray, who built some of the most beloved housing communities across the Pacific Northwest. In 2002, Dana and Diane DeTray took over the business, continuing their family’s tradition of helping other families find homes they love.
When Dana and Diane approached Fingerprint Marketing, they sought more than just a website redesign – they wanted to differentiate their business from the broader DeTray family brand, modernize their identity, and position themselves as a leader in model home building in Seattle.
The Task Ahead
The existing website and brand presented several obstacles:
- Outdated Design & Layout: The site featured old-fashioned sidebars and a cluttered layout that didn’t reflect the company’s expertise or modern home-building approach.
- Brand Identity Blending: DeTray’s Custom Housing needed to establish its own identity, distinct from other DeTray’s brands in the property and housing industries.
- Limited Growth Potential: The outdated site structure and branding left little room for evolution, making it difficult to showcase their full range of services and model homes.
- Lack of User Engagement: Without clear calls to action or compelling lead generation tools, although performing adequately, the site wasn’t effectively converting visitors into leads to get the results to scale..
- Location of the Blog: The existing blog was located on an antiquated WordPress blog platform that wasn’t serving the website’s SEO as effectively as it could be.
The Solution
Fingerprint Marketing approached this project in phases, ensuring a seamless transition from an outdated brand to a fresh, modern identity:
- Brand Refresh: We updated DeTray’s Custom Housing’s branding with a bright new color palette evoking sunshine, trust, and longevity. A refined typography system modernized their look while maintaining their heritage and symbolism.
- Complete Website Overhaul: We restructured the site with both SEO optimizations and an intuitive user journey in mind. The new design prioritized:
- Trust-Building Elements: Emphasizing their rich family history and dedication to quality.
- Dedicated Service Pages: Clearly outlining their offerings and process.
- Showcase of Model Homes: Stunning project galleries featuring each model home with detailed descriptions.
- Bold Lead Magnet Functionality: Encouraging visitors to download floor plans, explore hotspot maps, and engage with interactive elements.
- Clear Calls to Action: Strategically placed prompts guiding users toward inquiries, service offerings, and model home showcases.
What made DeTray’s their new website?
DeTray’s Custom Housing was very happy with the transformation. Their updated website now:
- Reflects their expertise and leadership in the model home industry.
- Engages visitors with a bright, welcoming aesthetic that aligns with their brand values.
- Differentiates them from other DeTray’s brands while maintaining the family legacy.
- Provides a streamlined, user-friendly experience that encourages inquiries and downloads.
With their new digital presence, DeTray’s Custom Housing is well-equipped to attract more homeowners and continue their tradition of helping families find their perfect home.
My client in the Seattle area needed a fresh logo/branding update along with a new web design that would be user-friendly and customer-focused. Fingerprint absolutely hit the mark on all fronts! Not only did they deliver a vibrant, meaningful logo that perfectly represents the client’s brand, but the new website started generating results immediately. Within the first month of launching, we saw more than double the number of website leads—a huge win for the business. The entire process was smooth, well-organized, on budget, and on time. I highly recommend Fingerprint.