Stop building 40-page mega-sites. Five pages, done right, beat every one of them.

Your home page has one job: convince the right prospect to stay, and convince the wrong prospect to leave. That's it. Not tell your story. Not list every service. Not showcase every logo.

The hero section needs to answer three questions before the prospect scrolls: What do you do? Who do you do it for? What makes you different from Best Buy? If a $5k soundbar buyer sees your homepage and thinks "this isn't for me," that's a win — you just saved yourself a discovery call.

The biggest mistake on integrator sites is a single Services page that lists every service in bullet-point form. Instead, you need one dedicated page per project archetype: Home Theater, Whole-Home Automation, Lighting Control, Outdoor AV, New Construction Pre-Wire.

Each page follows the same template: what the project typically includes, what it typically costs, who we build this for, a walkthrough of a recent example, and an FAQ that handles the objections specific to that project type. This is also your ranking surface for long-tail search — you'll rank for "whole-home automation [city]" much better with a dedicated page than with a bullet on a generic Services page.

One generic portfolio gallery is worth less than a single well-written case study. Luxury clients don't want to see photos of "recent work" — they want to see the specific project that looks like theirs, with the specific problems they're worried about already solved.

Every case study page needs: the client archetype, the problem, the approach (broken into phases), the deliverables, the technologies used, and — where possible — a result (improved response time, pre-wire timeline met, zero post-installation service calls, etc.). Build these with a structured content schema so you can launch new ones quickly.

Luxury clients hire people, not companies. The About page needs to feel like you could hit "reply" to it and get a real human. Photos of the founders on actual jobsites. A paragraph on why you started doing this work. The specific trades/brands you're dealer-certified in and why.

Avoid: stock photography, "Since 2005 we've been committed to excellence...", mission statements that could belong to any company. Include: founder photo, specific origin story, named team members with roles, the certifications that matter (CEDIA, Control4, Crestron, Savant, Lutron), and one quirky detail that makes you memorable.

Most integrator contact pages are just a form. That's a missed opportunity. The prospect is already interested — the contact page needs to lower the perceived commitment of the next step, not raise it.

We recommend a hybrid contact page with three paths: (1) Book a strategy call directly on a calendar, (2) Request a free site audit if they're not ready to talk, and (3) Call/text us with the actual phone number. Add an FAQ below the form answering the common "is this going to be a sales pitch?" and "how long is the call?" objections.

Most integrator sites are bloated with pages that don't help: a blog nobody reads, a team page, a press page, a partners page, a showroom page. These aren't useless — they're just not foundational. Build the five foundation pages first, prove they convert, then add supporting pages where they genuinely help (a Trade Partners page, a specific city landing page for your top two markets, a case-study hub).

Five-page discipline is the hardest thing to maintain and the most valuable thing to get right.