The Challenge
Elm Street Construction Management, a San Francisco-based commercial construction management firm, had an outdated website that no longer reflected the scope or sophistication of their work. The site was poorly designed, visually limited, and failed to represent new markets Elm Street had expanded into, particularly office and retail projects.
Their existing Projects page consisted of a single scrolling list with one image and one sentence per project, offering little insight into Elm Street’s role, expertise, or the complexity of the work they manage. This made it difficult to demonstrate credibility to prospective clients, support SEO, or differentiate Elm Street in a competitive Northern California market.
Additionally, the site lacked a careers section and provided no scalable way to grow content as new projects were completed.
The Goal
Redesign the website to clearly communicate Elm Street’s expertise as an owner’s representative across healthcare, multifamily, and office & retail construction, while creating a scalable platform for ongoing content growth and SEO.
The new site needed to:
- Reflect Elm Street’s expanded markets and services
- “Show, not just tell” through stronger visuals and project storytelling
- Introduce detailed project pages that highlight scope, challenges, and results
- Improve SEO through expanded, structured content
- Support recruiting with a careers page and application form
- Allow for continuous portfolio growth as new projects are completed
The Result
Masthead Technology delivered a comprehensive website rebuild that positions Elm Street Construction Management as a trusted construction partner across Northern California.
Highlights include:
Modern Website Redesign – Developed a clean, professional design supported by strong photography and refined messaging to clearly communicate Elm Street’s role as an owner’s representative across healthcare, multifamily, and commercial projects.
Market-Specific Positioning – Reworked site structure and copy to highlight Elm Street’s core markets, including healthcare, multifamily, and office & retail, ensuring the website accurately reflects the firm’s current capabilities and focus.
Rebuilt Project Portfolio – Replaced the legacy single-scroll Projects page with a fully rebuilt project archive that highlights each project individually and allows users to explore Elm Street’s work by market and scope.
Detailed Project Pages – Created custom project templates featuring structured sections for project overview, scope of work, project challenges, and results. This expanded content better demonstrates Elm Street’s expertise while adding significant SEO value.
Careers Section & Application Form – Launched a dedicated careers page with an online application form to support hiring and streamline candidate inquiries.
SEO & Content Scalability – Built the site with a strong technical and content foundation that supports ongoing SEO growth. Elm Street continues to send new project content to be added to the portfolio, increasing long-term search visibility and organic traffic.
Website Design & Layout
Old Website
New Website