Custom Builder Website Teardown: What AFT Construction Gets Right

I love finding custom builders who nail their marketing. AFT Construction in Scottsdale is one of them.

I spent time clicking through their site the way buyers do. Here's what stood out.

Talk to the buyer, not about yourself

Their copy says "you" far more than "we." That matters. It frames the page around the buyer's ideal outcome and pains to avoid.

Bring proof early

They surface trust quickly—third-party signals, testimonials, recognizable names. Good choice. Most visitors scan, then jump back up to sections that signal credibility.

Lead magnets move real numbers

They use a tasteful pop-up with a free download. It fits the brand and gives value without noise.

Why this matters: According to the 2025 State of Residential Construction Industry report (SORCI, 2,240 builders), typical builder sites convert about 0.5% of visitors into leads. A well-designed guide can push that toward 1%+—a quiet but meaningful lift for a custom builder.

Your portfolio is a trust engine, not just a gallery

Their portfolio pages don't just dump photos. They add short copy to set context, and the navigation invites more exploration.

Contact form: capture the relationship first

Their main CTA is consistent: "Start your build." The form is solid and filters budget. One change I'd test:

• Make the form two steps. First screen: name and email. Second screen: phone, budget, location, notes.
• Why: If someone bounces later, you still keep the relationship and can nurture them. Budget filters still do their job—just later.

Social proof beyond the site

They're strong on TikTok and Instagram, and they even post on LinkedIn. For luxury custom homes, LinkedIn is underrated. Ideal buyers often live there professionally—and check it daily.

Bottom line

AFT Construction gets the fundamentals right. They lead with the buyer's perspective, surface trust signals early, and use a lead magnet that fits their brand. Their portfolio pages tell stories instead of just showcasing photos, and they're active on social channels where their buyers actually spend time.

If you want a quick teardown of your site, send me your URL or connect on LinkedIn. I'm happy to offer a few targeted fixes.