Please note: the design, functionality and usability may have been changed since the project was completed.
Dowling Construction — a family-run contractor specialising in bespoke new builds, refurbishments and larger developments in West Sussex — approached Carrot Top Marketing looking for a modern digital presence worthy of their reputation. Dowling Construction
The existing site lacked clarity in messaging, user flow and conversion focus. At the same time, the brand felt inconsistent online, with logo usage and visual identity not fully reflecting their quality craftsmanship and professional growth. The objective was clear:
Redesign the Dowling Construction brand identity to better reflect their premium positioning.
Rebuild the website with a user experience that works as a lead-generating sales funnel.
Clarify services and expertise, making it obvious to visitors what Dowling does and how to engage them quickly.
Improve mobile experience and navigation to capture enquiries from developers, homeowners and architects.
The result needed to feel professional, trustworthy and aligned with the company’s commitment to exceptional quality and service.
We designed the new site with clarity and conversion as core pillars, together with a refined brand identity. Our approach included:
Discovery & Planning – Understanding Dowling’s services, audience segments (homeowners, developers, specifiers), and user intent.
Brand Identity Refresh – A modern wordmark and design system that feels both professional and reflective of what Dowling does on site.
UX Strategy – Mapping user journeys that guide visitors from awareness → consideration → contact, rather than aimless browsing.
Page Architecture – Rebuilt site sections with clear service breakdowns (New Builds, Refurbishments & Extensions, Housing Developments & Commercial Spaces). Dowling Construction
Homepage Optimisation – A strong homepage that communicates value quickly with hero imagery, service highlights, trust cues and immediate action prompts.
Conversion Optimisation – Strategic placement of CTAs like “Discuss a Project”, simplified forms and improved mobile UI.
Every design and content choice aimed to reduce friction and guide users toward meaningful enquiries.
Before the redesign, Dowling Construction’s digital presence didn’t consistently reflect a unified brand identity – both in logo application and messaging. Historically, the company utilised a simple text-based logo/wordmark that varied in colour, placement and style across social channels and print assets, lacking a cohesive visual language. (No authoritative prior logo imagery is publicly archived, but internal and informal brand assets indicated inconsistency.)
For the redesign, Carrot Top Marketing developed a refreshed brand identity that:
Introduced a modern, architectural wordmark and icon that reflects precision and build quality.
Standardised typography and colour palette to feel premium, structured and reliable.
Created brand usage guidelines to ensure consistency across digital touchpoints and future print or signage needs.
The new brand identity established a stronger visual foundation for marketing and positioned Dowling Construction as a trusted, premium contractor.
We introduced a structured, modular design system that makes the brand feel both modern and robust:
Hero banners with project imagery to instantly convey quality.
Clear service blocks on landing pages, written in human, client-focused language.
Project portfolio showcases with high-impact visuals to build trust.
Repeated action cues so users always know where to go next.
Responsive, mobile-first layout ensuring performance on all screens.
The build phase focused on speed, accessibility and scalability, using a CMS that allows the Dowling team to easily add new projects, update services and adapt content over time.
Since launch, the new site and brand have delivered:
A more professional and trustworthy brand image aligned with Dowling’s on-site expertise.
Clear user journeys and messaging, reducing visitor confusion and improving engagement.
Improved lead generation with visible, frequent CTAs and streamlined contact flows.
Direct alignment between design and service quality, increasing confidence among prospective clients.
A stronger platform for ongoing SEO, content growth and paid campaign support.
Ready to take your business to the next level? Contact Carrot Top Marketing today to schedule a consultation. Our team is ready to help you unlock the full potential of your marketing efforts, generating leads that turn into growth for your business.
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