Case Study
Cliff's Construction, LLC
Family-owned Indianapolis remodeler since 1995 — and the Kitchen Remodeling button on their homepage links to a 404
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The Evidence
The 'Kitchen Remodeling' service card — the first tile visitors see on the homepage — links to /outdoor-living-spaces/. That page returns a 404. A homeowner who came specifically looking for a kitchen remodel hits a dead page the moment they click.
The hero CTA — the most prominent button on the homepage — is labeled 'Get Started' and links to #. It scrolls nowhere and produces no action. A homeowner who sees the hero and decides they're interested clicks the button and stays exactly where they are.
The most popular service card on the site routes to a dead page for outdoor living spaces — which doesn't exist either.
The Business
Cliff's Construction has been remodeling Indianapolis homes since 1995. Founded by Dwight Cliff Sr. and now run alongside his son Dwight Jr., the company offers kitchen, bathroom, basement, and whole-home remodeling, plus ADUs and garage builds.
They've developed a 12-step client-centered process and describe their work as transforming houses into homes for Indianapolis families. With 30 years in the market, they have real roots and a genuine generational story.
Thirty years. Father and son. A 12-step process. The kind of story that earns referrals — but only if customers can actually get to the service page they're looking for.
The Problem
Here's what we found when we audited cliffsconstruction.com:
Kitchen Remodeling Links to a 404
The “Kitchen Remodeling” service card — the first one visitors see on the homepage — links to /outdoor-living-spaces/. That page returns a 404:
“The page can't be found.”
Kitchen remodeling is one of the highest-intent searches for a contractor website. A homeowner who comes specifically looking for a kitchen remodel clicks the obvious tile and hits a dead page. That's the moment the lead is lost.
The “Get Started” Button Does Nothing
The hero section CTA — the button labeled “Get Started” — links to #. It's a JavaScript anchor that scrolls nowhere. A homeowner who sees the hero, decides they're interested, and clicks “Get Started” stays exactly where they are. The most visible CTA on the site produces no action.
No Phone Number Above the Fold
The phone number doesn't appear on the homepage without significant scrolling. A homeowner ready to call for an estimate shouldn't have to hunt for a number. Every extra click is a drop-off.
Duplicated Services Section
The services section appears twice on the homepage in succession. The duplication looks unfinished, makes the page feel padded, and dilutes the clean contractor image the site is trying to project.
What We'd Build
Pitchcraft built a spec concept for what Cliff's Construction could look like. Here's the vision:
Every Link Verified Before Launch
Kitchen Remodeling goes to /kitchen-remodeling/. “Get Started” goes to the quote form. Every service tile goes to the correct page. A site where every link works is table stakes — and it's something the current site doesn't offer.
Phone Number Above the Fold
(317) 638-2563 visible immediately on the homepage — in the header, in the hero, and sticky on mobile. A homeowner who's ready to call should be able to in one tap.
The Cliff Family Story
30 years. Father and son. A 12-step client-centered process. These are the elements that differentiate a generational remodeler from a fly-by-night contractor. An About section and homepage copy that tells the story instead of defaulting to boilerplate service descriptions.
A Clean Services Grid
One services section — not two — with clear tiles for Kitchen, Bathroom, Basement, Whole-Home, ADUs, and Garage Builds. Each with a working link, a brief description, and a direct quote request CTA. No duplicates, no dead links, no confusion about what they offer.
Project Gallery
Before-and-after photos from real Indianapolis remodels. Homeowners hire contractors based on past work — a visible, well-organized gallery converts browsers into leads better than any service description.
Spec Redesign Deliverables
- ✓Rebuilt homepage services grid with all links verified — Kitchen Remodeling routes to /kitchen-remodeling/
- ✓Fixed “Get Started” CTA to link to the contact/quote form (not
#) - ✓Added phone number (317) 638-2563 above the fold on homepage
- ✓Eliminated duplicate services sections — one clean grid, one clear story
The Opportunity
Kitchen remodeling is one of the most competitive — and most profitable — search categories for a contractor. A homeowner who searches “Indianapolis kitchen remodeling contractor” and clicks through to Cliff's hits a 404 on the very page they're looking for.
That's not a marketing problem. It's a technical problem with a straightforward fix. But until it's fixed, every motivated kitchen remodeling lead that lands on this site bounces to a competitor with a working website.
Cliff's Construction has 30 years and a generational story. Their website just needs to work.
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