2025
Designed, built and launched for a family-owned Fenland construction company.
Construction · Website Design
A website with heritage at its heart for a family-owned Fenland builder.
Smith Percy — a family construction business whose roots go back to post-war Fenland housebuilding and the late Percy “Knobby” Smith — needed a website that honoured that history, showed the quality of their current work across new builds, groundworks, and renovations, and built the trust that brings in new enquiries. We built a site that tells the story honestly and gives every visitor a clear path to getting in touch.
WordPress
Built on WordPress with Divi for straightforward content management and future updates.
Chatteris
Serving homeowners and commercial clients across Cambridgeshire and the Fenland area.
The Client
About Smith Percy
Smith Percy is a family-owned construction business based in Cambridgeshire, specialising in commercial and domestic construction including new builds, groundworks, and renovations. The company traces its roots back to Percy Smith (Chatteris) Ltd, founded after the Second World War by Percy “Knobby” Smith.
Reopened in honour of the family patriarch, Smith Percy is built on 30 years of accumulated experience, British-sourced materials, and a commitment to quality finished work that customers can be proud of.
The Challenge
A family construction business with a compelling heritage and genuine quality credentials needed a website that communicated both clearly and drove enquiries across their service range.
The family story wasn’t being told
The multi-generational history of the business is a genuine differentiator in a crowded construction market. It builds trust in a way no accreditation can. The previous presence didn’t tell it.
Three service areas with no clear structure
New builds, groundworks, and renovations serve different client needs. Each needed its own page and clear explanation to help prospective clients find what they were looking for.
British materials commitment underused
Sourcing all materials from UK manufacturers is a meaningful value statement that resonates with clients. It was present but not prominent.
Limited enquiry infrastructure
A good word-of-mouth reputation was carrying the business, but the digital enquiry route was not working hard enough to complement it.
The Brief
A clear set of priorities
The new site needed to feel honest, reliable and rooted — reflecting a family business with real history and real standards.
- Tell the family history of the business honestly and prominently
- Separate new builds, groundworks, and renovations with individual service pages
- Communicate the 30 years of experience and British materials commitment clearly
- Create a clear enquiry route with a portfolio of recent work
- Reflect the Fenland roots and local market positioning
The Approach
Built around the people using it
We started with the homeowner or commercial client who wants to be confident they’re hiring builders they can trust with a significant project. The history, the experience, and the quality of the finished work needed to do that job.
/ Structure
A homepage that leads with the business ethos and service overview, with the family heritage introduced as a natural part of the brand story. Individual service pages for new builds, groundworks, and renovations, each with project photography.
/ Design
Clean, solid visual system — confident typography, project photography front and centre, restrained colour — that reflects the quality and straightforwardness of the business.
/ Development
WordPress with Divi, with individual service pages, a project gallery, a heritage timeline section, and a structured contact form.
/ Search optimisation
Homepage targeting builders Cambridgeshire and construction company Fenland. Service pages targeting new build construction Cambridgeshire and groundworks contractor Cambridgeshire.
Key Features
What we delivered
Family heritage section
The post-war origin story and multi-generational history told as a core part of the brand, not a footnote.
Three-service structure
New builds, groundworks, and renovations each given their own page with project photography and scope detail.
Experience and materials positioning
30 years of experience and British-sourced materials communicated clearly as trust signals.
Project gallery
Recent work showcased with photography to demonstrate the quality of the finished product.
Local SEO
Page structure and metadata built for Cambridgeshire, Fenland, and surrounding area construction searches.
Contact and enquiry
A clear, low-friction enquiry form on every key page.
The Outcome
A website built to earn the trust of homeowners and commercial clients who want to know they’re working with builders they can rely on.
The completed site gives Smith Percy a credible, heritage-led digital presence that tells the family story, showcases the quality of the work, and gives Cambridgeshire clients a clear path from first visit to getting in touch.
Designed properly. Built to work.
The Smith Percy project combined heritage-led brand storytelling, clear service architecture, and practical WordPress development to give a family construction business a website as solid and reliable as the work they deliver.
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