Introduction
Elementz MFS is a veteran-owned multifamily construction company specializing in in-place renovations for apartment communities across the Southeast.
With over 20 years of combined property management experience, the team serves developers, syndicators, and property owners, delivering everything from full unit renovations to capital improvements and restoration services.
But when it came to their online presence, the website wasn't keeping pace with the quality of their work.
Challenges
But Elementz MFS had a problem. Their existing WordPress site didn't look or feel like a legitimate business — and their own sales team didn't feel comfortable sending prospects to it.
The design was dark and dated, filled with stock photography that had nothing to do with construction. The font was too small to read, the logo was barely visible, and the contact information on the site either went to the wrong person or to an email no one monitored.
Beyond the visuals, the site listed services the company no longer offered, lacked clear messaging about what they actually do, and gave visitors no reason to trust that Elementz MFS was the right partner for their next renovation project.
They needed a complete overhaul; a site that clearly communicated their expertise in multifamily renovations, showcased real projects, and gave potential clients confidence from the very first visit.
Key Deliverables and Results
Migrated the entire site from WordPress to Webflow, rebuilding every page from the ground up with a clean, minimalistic design and a clear content strategy rooted in the StoryBrand messaging framework.
The approach started with a deep discovery process, reviewing competitor sites, understanding the client's services, and identifying the core message that would resonate with property owners and developers.
From there, custom copy was written for every page, a Figma design was built and iterated on based on direct client feedback, and the final site was developed in Webflow with an emphasis on ease of navigation, clear calls to action, and authentic imagery provided by the client.
Key strategic decisions included positioning multifamily services as the primary focus, featuring veteran-owned branding prominently throughout the site, replacing all stock photos with real project and team photography, and building a dedicated portfolio page to showcase completed work.
Elementz MFS now has a modern, strategy-driven website that positions them as a trusted multifamily renovation partner.
Results
Elementz MFS now has a professional online presence that matches the quality of their work. The sales team can confidently send prospects to the site knowing it clearly communicates who they are, what they do, and why property owners should trust them — without the clutter, stock imagery, and broken contact info that held back the old site.
A recap of what was built:
- WordPress to Webflow migration for a modern, maintainable platform the team can grow with
- Custom homepage with StoryBrand messaging to clearly communicate value and drive conversions
- Multifamily Services page highlighting core offerings like in-place renovations, capital improvements, and maintenance
- Private Residential page for secondary services without cluttering the primary focus
- About Us page featuring team leadership, company values, and veteran-owned identity
- Portfolio page to showcase completed projects and build credibility with prospective clients
- Client-provided photography replacing generic stock images throughout the site
- Clear calls to action ("Start Your Project") on every page to drive lead generation
& built
messaging strategy
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