Brightside Renovation's homepage on a large desktop computer on a wooden desk.

Brightside Renovations

Brightside Renovations logo.

Brightside Renovations is a high-end home renovation company serving the Greater Hamilton Area. Known for delivering exceptional craftsmanship and owner-led service, Brightside had built a strong reputation through word of mouth but lacked a web presence that reflected the quality of their work.

Brightside approached Novella Creative Co. to lead a comprehensive website strategy, design, and development project. The goal was not only to modernize their online presence but also to:

  • Communicate their core values
  • Showcase their extensive portfolio
  • Drive relevant inquiries through organic search.

Thorough Research Leads to a Human-Centred Web Strategy

We began with a deep dive into the home renovation market in Hamilton and surrounding regions, analyzing competitors such as Ferretti Renovations, Chermark Renovations, and Creekside Construction. Most top-ranking competitors used SEO-driven pages focused on specific services and geographic areas, but their content was often generic.

We saw an opportunity to take a dual-track approach: replicate the strategic use of service- and region-specific pages, but add depth and differentiation through content that communicated Brightside’s values, service quality, and owner involvement.

We aimed to build a site that worked hard for SEO, while also building trust and a personal connection with prospective clients.

Hero video for website

Design and Content Strategy

Before starting the design, we storyboarded a custom homepage hero video. This video featured founder Keith on-site and captured the variety and quality of work Brightside delivers. It helped instantly communicate one of Brightside’s biggest differentiators: the founder is directly involved in every project.

We created a clean, modern website layout that allowed the visual storytelling to shine, featuring professional photography, intuitive navigation, and service-first messaging.

The website content was crafted in Keith’s voice, maintaining the honest and transparent tone that clients experience in person and on social media.

Creating an SEO-Focused Architecture

We developed an innovative content architecture that segmented projects by region and service type. This allowed us to create category landing pages like “Bathroom Renovations in Hamilton” and “Kitchen Renovations in Waterdown”, each designed to:

  • Improve rankings for long-tail local keywords
  • Showcase relevant project work from the area
  • Naturally introduce Brightside’s unique approach and philosophy

Each of these pages combined keyword-optimized copy with real client photos, testimonials, and detailed project descriptions.

Results and Business Impact

The new website has positioned Brightside Renovations as a serious player in the local renovation industry. The strategic structure has already led to improved search rankings for key service and region combinations, and the site’s clear messaging and compelling design are driving more qualified inquiries.

Perhaps most importantly, prospective clients now get an accurate first impression of the kind of experience they can expect from Brightside—craftsmanship, clarity, and commitment.

Brightside Renovation work truck with trailer in front of a home in Hamilton, Ontario.
Authors
  • A Hamilton marketing consulting and digital marketing agency founded on honest advice and data-driven strategic planning.

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  • Headshot of Geoffrey Faber, Founder of Novella Creative Co.

    In nine years of marketing, I’ve worked as a content creator, project manager, social media strategist, designer and marketing consultant; I am a jack-of-all-digital-trades, if you will. This experience has prepared me to be a marketing consultant for growing businesses as I understand the various marketing challenges businesses face today and can develop nibble marketing strategies.

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