The Fortitude Construction team had never *really* loved their website. That’s how Kayleigh (Fortitude Construction co-founder) opened up our initial call.

That broke my heart. 

ESPECIALLY as I heard more about their incredibly cool, collaborative approach to commercial construction management.

When you’re doing things differently in your industry, you want your website to reflect that. You ALSO want to feel proud of what your leads see when they research your brand online.

So, as Kayleigh and I chatted more about their team, approach, and business goals, we really aligned on the big goal of this project: For their team to LOVE their website.

The Project Goals 

Fortitude Construction Management is a trusted commercial construction partner in the Greater Toronto area and beyond.

Their approach is truly collaborative, with a focus on building lasting relationships with every member of the process — from designers to inspectors. 

Fortitude had been using their previous website for years, but it wasn’t telling their story effectively. When we started discussing their vision for the new site, their needs were clear…

Pages showcasing their featured projects, a more elevated website design, and copy that capture their collaborative approach.

Fortitude has an impressive portfolio of projects and have partnered with developers and project managers across Ontario to get businesses BUILT.

What was missing was a website that brings these elements together that they felt proud to have representing their brand.

The project goals for the new website:

• Create a professional, yet approachable design aesthetic
• Organize information to speak directly to their target clients
• Write copy that conveys their expertise while remaining accessible

The Design 

Through the strategy phase, we identified the needs of the site and then started creating a website design that would appeal to developers, franchise brands, and multi-location businesses while remaining approachable.

We chose a ShowIt website template that provided a strong foundation, then customized it fully with Fortitude’s branding, additional sections, and branded imagery. 

Why a template?

Templates make a website more affordable and make the project move a bit faster because the foundations don’t need to be designed custom.

But the big win around templates is having a really good idea of what the site will look like early in the design process. 

Although, with that said, most clients I work with who opt for template customization can barely recognize their site after we’re finished with customization and copy!

Love that.

The styling kept the original branding but we changed up the fonts slightly and focused on more imagery to make the website more appealing and a more balanced light-to-dark palette.

The design turned out beautifully. Super accessible while still being professional. The design isn’t distracting so the messaging, approach, and project highlights are what stand out as you scroll through each page.

The Copy 

The voice of the website needed to convey expertise while remaining approachable and trustworthy.

This led to the powerful homepage statement:

“You Want Your Commercial Construction Project Done Well By People You Trust – That’s What We Want Too”

This messaging immediately addresses what Fortitude’s clients want: expertise AND a good working relationship.

We used a few other examples of SHOWING vs just telling with the web copy. Instead of emphasizing Fortitude’s years of experience, we wrote a headline that showed how long they’ve been supporting clients.

“Building Businesses In Toronto & Beyond Since 2017”

My Favorite Part 

The FAQ section was a game-changer and maybe one of my favorite parts.

By directly addressing important, detailed questions like “Do I need to provide my own design plans?” and “Do you offer warranties on your materials/work?” We built trust before the first conversation even happened.

You don’t always see companies addressing these more niche questions directly on their website and it’s such a great way to stand out and connect with your audience.

We actually put two FAQs on the site. One more general section on the contact page, and a more detailed set of questions and answers on the services page. Then we linked between the two sections for ease of use.

Project Review 

This website project was a perfect blend of elevated design and down-to-earth messaging.

Once we aligned on the professional-yet-approachable direction and the collaborative, experienced voice of the copy, everything really came together.

When the team reviewed the final site, they were thrilled to have a site that they felt confident sharing.

Knowing they loved their website was seriously the biggest highlight for me. I loved seeing their excitement and I just can’t wait to see how their brand grows with a powerful website that really showcases their skill and value.

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Client Testimonial: 

“We absolutely loved our experience working with Belle White Creative on our new company website. She took the lead, was confident in her expertise, and we trusted her the entire way! Thank you for helping us LOVE our website.”

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Looking for a fresh new website, copywriting, or branding? Reach out to me to start the conversation about working together!