PICO is a Derby, Kansas-based luxury home builder and remodeling company specializing in high-end renovations and custom home construction. Despite their strong reputation, their website lacked clear positioning, resulting in search visibility issues and attracting lower-value residential leads.
They came to Balefire with a clear vision: attract more discerning homeowners, secure higher-end projects, and generate stronger returns. We helped them bring that vision to life.
The Problem
Despite offering high-end remodeling and home construction services, PICO’s website wasn’t delivering the right kind of leads. Most incoming inquiries were for small-scale work and projects that didn’t reflect the company’s capabilities or revenue goals.
The problem wasn’t just visibility. It was how the brand was coming across. The website didn’t clearly explain what PICO offered, and it lacked the polish and focus needed to position them as a true luxury builder. The gray and yellow color scheme felt more like a budget contractor than a high-end remodeler.
What PICO really needed wasn’t just more traffic. They really needed more of the right kind of leads: homeowners who valued quality and were ready to invest. Getting there meant rethinking their entire approach.
Project Scope
We started by reframing the conversation. What kind of client did PICO want to attract? What kind of story did the brand need to tell?
Then, we overhauled their brand identity, updating color palette, messaging, and visuals to appeal to a more affluent audience. The new website was built from the ground up for lead generation, with better UX, navigation, SEO-informed copywriting, and CTAs rooted in conversion strategy.
To support the website, we rolled out a full digital marketing plan that included paid ads, reputation management, and ongoing creative support. All of our work tied to one overarching goal: drive higher-value leads at a lower cost.
Visit WebsiteProject Results
PICO’s redesigned brand and website brought immediate and measurable improvements. The site not only attracted significantly more traffic, but the quality of that traffic improved — driving longer engagement times, better conversion behavior, and higher-value project leads. PICO saw 330% more users & $400K+ in sales 12 months after the launch of their new website. With SEO, paid ads, and strategic positioning all working in sync, PICO quickly turned their website into a true business development tool.
Examples of our work
