Building Confidence: Behind the Scenes of BCW Builders’ New Website Design
- jason w nabb
- Oct 9
- 5 min read
As a communication strategist and designer, I believe that a website isn’t just a collection of pages – it’s a conversation with your audience. When BCW Builders approached me to rethink their online presence, they weren’t looking for bells and whistles; they needed clarity. They wanted to show potential homeowners that building a custom home doesn’t have to be overwhelming. They wanted to convey trust, experience and personality. Most of all, they wanted to sound like themselves.
The result is a site that feels like a warm welcome rather than a sales pitch. Here’s how we approached the project and why it looks and reads the way it does.
Putting the message first
Before designing a single page, we started with messaging. BCW’s ideal clients aren’t first‑time buyers who want to pick finishes off a giant menu; they’re families with a vision who want someone to guide them. Together we defined a simple story structure:
The problem: custom building feels intimidating. Many people get lost in endless decisions, delays and rising costs.
The guide: Brett and Crystal Wasko – the husband‑and‑wife team behind BCW Builders – offer decades of construction experience and a knack for making the process feel easy and, as one couple puts it..."comfortable."
The plan: choose from a handful of proven house plans, make them your own with BCW’s design team and enjoy a smooth build with loyal contractors.
The result: a home that fits your life, built on time and within budget.
This narrative shows up everywhere on the site. The home page headline promises a “smooth custom living experience,” and the subhead reassures visitors that BCW “take[s] the stress out of building your dream home”. The next section reinforces the idea that custom shouldn’t be complicated, reminding readers that too many projects get bogged down in delays and unexpected costsbuildwithbcw.com.
Website Design with clarity and trust
We translated this message into a design that feels open and approachable:
Warm photography and real people. Instead of stock photos, we used images of Brett and Crystal meeting with clients and shots of actual BCW homes. This humanizes the brand and builds trust.
Original photography and video. I captured many of the photographs and produced the videos used on the site, ensuring the visuals reflect the authenticity and cohesive feel of BCW’s homes and team.
Simple, repeatable calls to action. Every section ends with a clear next step – usually an invitation to “book a call.” We resisted the urge to add multiple forms or pop‑ups; the goal is to start a conversation, not overwhelm visitors.
Minimal navigation. The primary nav contains just three links: Plans, About and Staging, plus a call‑out button. We wanted users to quickly find the information they need without getting lost.
Story‑driven videos. Scrolling down the home page, visitors encounter client story videos (“BCW builds homes, not houses”) that highlight how Danny and Lynne felt like BCW’s only clients, or how Chris and Sara are thrilled with their custom home. These videos were produced by JWN. Further down, a three‑step process explains how it all works – pick your plan, customize it and enjoy the build.
Focusing on proven plans
One of BCW’s differentiators is their curated set of house plans. Instead of starting from scratch, clients choose from five designs that have been built and refined multiple times. This approach shortens the construction timeline and avoids the “test flight” issues that plague one‑off custom homes. On the Plans page, each home gets its own section with a short description and a “Learn More” link. The names – Zen Haven, Elysian Chalet, Juniper Cottage, Belle Mason and Emerald Meadows – evoke the feel of each plan, and the copy highlights key features (e.g., Zen Haven offers five bedrooms and over 2,600 square feet, while Emerald Meadows offers over 3,400 square feet and four bathrooms) www.buildwithbcw.com. Clicking Learn More opens blueprint thumbnails and a photo gallery rather than long-winded floor‑plan PDFs, giving prospective homeowners a taste of the layout without bogging them down.
Introducing the team
Homebuilding is personal, so we wanted visitors to meet the people behind BCW. The About page features a straight‑talking headline (“Building Your Dreams”) and a short description of the company’s missionbuildwithbcw.com. The three‑step process is repeated here, reminding users how simple BCW makes custom home building. We then introduce the team: Brett Wasko, who brings more than 20 years of construction management experience; Crystal Wasko, who guides clients through design and provides staging services; and Randy Ralston, a seasoned realtor from Nebraska Realty who helps homeowners make smart buying decisions. Each profile includes a tailored call to action – Explore Plans, Check Out Staging or Book a Call – so visitors can engage with whichever part of the business resonates most.
Showcasing staging & interior design
Many builders forget that the way a finished home is presented matters just as much as how it’s built. Crystal’s staging work deserves its own spotlight, so we created a dedicated Staging page. The hero section introduces staging as “elegant staging… exceptional results” and explains that Crystal has staged dozens of homes in the Lincoln, NE area. We highlight her philosophy of using decor to let a buyer visualize a property as their own, and we invite readers to “Contact Crystal.” Further down, we position staging as interior design with marketing in mind, describing how BCW Staging transforms properties into showpieces that command attention and deliver maximum return. A gallery of real staging projects lets visitors scroll through living rooms, kitchens, bedrooms and outdoor spaces.
Writing like a guide, not a salesman
In every headline and paragraph, we made deliberate word choices. We avoided industry jargon and wrote in plain English. Instead of “pre-construction estimation process,” we say “we take the stress out of building your dream home.” Instead of “choose your lot,” we invite readers to “pick from five beautiful, proven layouts." This conversational tone reflects Brett and Crystal’s personalities and reinforces the idea that BCW is a trusted guide.
A portfolio entry with purpose
This website isn’t flashy for the sake of flash. It’s purposeful. It speaks directly to BCW’s audience and mirrors how Brett and Crystal speak in person. As a communicator, I’m proud of how it balances clear messaging, inviting design and strategic calls to action. From the headline on the home page to the final “Book a Call” button, every element is there to build confidence and start a conversation. Check it out at www.buildwithbcw.com.
If you’d like a website or brand story that feels more like you and less like your competitors, let’s talk. Because in a crowded digital world, clarity and authenticity win every time.
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