In Fall 2025, Builder Funnel partnered with Doxa Custom Homes, a custom home builder newly relocated to Middle Tennessee. With a complete shift in geographic markets and increasing competition in the rapidly growing Gainesboro and Middle Tennessee region, Doxa needed a website that would:
The result: Within just 15 days of launching the new site, Doxa Custom Homes received a high-quality organic lead that converted into a $1,000,000 new custom home project.
This case study outlines the challenge, our approach, and how a strategic combination of localized SEO, UX/UI optimization, and conversion-focused architecture directly contributed to a closed-won custom home build.
LOOKING TO SURPASS YOUR COMPETITORS? LET'S TALK 🗓️When Doxa Custom Homes approached Builder Funnel, their existing website was still targeting keywords, service areas, and user intent from their previous market. They also started on a new URL, which truly meant starting over from scratch. This created several major obstacles:
Doxa wasn’t just trying to improve traffic; they were entering a brand-new market where they had no organic footprint or local brand presence. To generate meaningful lead flow, the new website needed to be built from the ground up with a Tennessee-specific SEO strategy and an intuitive, trust-building user experience tailored to high-end custom home prospects.
Builder Funnel executed a full website rebuild and SEO realignment to position Doxa Custom Homes as a leading custom home builder in Middle Tennessee.
We rebuilt all core pages with Middle Tennessee–specific targeting, including:
Every page was optimized with:
To improve engagement and drive higher conversions, we redesigned the site with:
This ensured that prospects like Colleen could easily understand Doxa’s offering, explore the portfolio, and initiate contact without friction.
The structure was intentionally crafted to guide users from awareness → validation → conversion:
This exact path is reflected throughout the user journey.
Within 15 days of the website launch, the strategy delivered measurable results that immediately impacted revenue.
The new website ranked for Middle Tennessee custom home keywords and began attracting local organic traffic almost immediately. The lead discovered the site through organic search, landing on the homepage before exploring multiple service and company pages.
Because the previous site could not target the Tennessee market, all new sessions represented net-new market visibility. Early organic traffic demonstrated that the new site was being indexed and discovered quickly, validating the SEO foundation.
The lead engaged deeply with the site, submitting the Cost Guide Form, which led to booking a Discovery Call. This created a fully qualified, high-intent lead in a brand-new market.
Within weeks, the site began building local signals for Tennessee custom home searches. The structured content and localized targeting enabled Doxa to immediately compete with established regional builders.
Following multiple touch points, including an initial discovery call, a deeper follow-up conversation, and a detailed email recap outlining next steps, the prospective homeowner continued engaging with the builder. Through consistent communication, timely follow-up, and a clear explanation of the design-build process, the lead progressed smoothly through the pipeline.
After reviewing the information provided, asking questions, and confirming alignment on budget and vision, the prospect moved forward into the pre-construction phase and ultimately signed on for a $1,000,000 custom home project.
This high-value contract, originating from an organic website visit just days after launch, more than covered the cost of the website investment and did so in under a month.
SEO strategies typically take 3–6 months to mature, but with the right foundation and market alignment, meaningful results can appear in weeks.
Highly targeted content and clean UX/UI helped lead to quick validation of Doxa as a top contender.
The structured site architecture guided her through a logical, conversion-driven journey.
A combination of strong SEO, trustworthy UX, and conversion-optimized design created the perfect environment for organic lead generation.
Doxa Custom Homes’ rapid success illustrates the power of a purpose-built, SEO-driven, conversion-focused website, especially when entering a new geographic market. Builder Funnel created a fully optimized digital foundation that attracted the right homeowner, at the right time, through the right search query.
And the outcome speaks for itself:
A $1,000,000 custom home project landed within 15 days of launch.
This is exactly what a strategic home builder website should do: drive real revenue, quickly.
If you’d like help building a marketing and sales machine that attracts high-value projects just like this, reach out to our team.
Ready to create the ultimate marketing and sales machine for your remodeling or custom home building business? Book a call with us today! 👇