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Stothard Projects

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Company:

Stothard Projects

Location:

Central Coast and Sydney, NSW

Services:

StoryBrand Copywriting, Custom Website Design and Development

Stothard Projects needed a custom website that could carry their range of services without confusing the very different buyers each part of the business attracts.

Challenge

Stothard Projects were capable enough to take on prestigious homes, sophisticated enough to run their own in-house spec developments and personable enough that clients still talk directly to the team building their home. The problem was their previous website didn’t reflect that. Prospective custom home clients couldn’t easily see the calibre of work Stothard delivers, investors couldn’t tell they runs their own spec projects and buyers searching for completed homes for sale weren’t being shown a clear path into the project pipeline.

Layered over the top was a buyer mix unique to their geography, made up of affluent coastal upgraders on the Central Coast and prestige upgraders and duplex investors across Sydney, with a strong culturally diverse client base. Each audience needed to land on the site and immediately see themselves in the story.

The brief was to design and build a custom website that did four jobs at once.

  1. Reflect the premium quality of Stothard’s work.
  2. Make the three service lines (Design, Construction, Development) self-evident to very different audiences.
  3. Showcase a busy and growing project pipeline without becoming unwieldy.
  4. And give the marketing team full control to keep the site moving without going back to a developer every time.
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Strategy and Approach

We started with a discovery workshop to unpack their business. We discovered they had three distinct services, multiple buyer types and a backlog of beautiful project photography and video that wasn’t being showcased properly. There was a clear differentiator we wanted the website to lean into: end-to-end, in-house delivery (design, interior design, tenders and construction) plus CDC expertise that gets eligible projects underway sooner than the council DA route.

From there, our copywriter applied the StoryBrand framework to the home page and service pages. Stothard’s brand manager was also writing and building content as part of a broader push into stronger digital storytelling, so the site was structured to give that content somewhere meaningful to live and feed back into lead generation. The sitemap was designed around audience self-selection. Our Services splits cleanly into Design, Construction and Developments, letting custom home clients, prestige upgraders and investor-developers each find the path that’s relevant to them. The Projects section was built on a custom WordPress data type so the team can add new builds (with location, bed/bath/car stats, sales status, photo galleries and video) without ever touching code. That matters more than usual for Stothard, because their in-house spec builds need to move from ‘Under construction’ to ‘Currently selling’ and ‘Completed’ as projects sell in real time.

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Final Experience

The new Stothard Projects website launched in early 2026 and is now the central hub for everything from initial enquiry through to completed project showcase, team bios and ongoing brand storytelling.

The design leans into a refined aesthetic that suits the Central Coast and Sydney premium market, with strong use of Stothard’s own project photography and video. Credibility cues are woven throughout, giving prospective clients the confidence they need to take the next step on a high-value, long-consideration purchase.

Custom website

The website was designed in Figma and built on WordPress by our in-house development team. Eight unique page templates were created, with responsive handling built in development to ensure the site performs as well on a phone as it does on desktop.

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Custom project showcase

A custom Projects post type was built into the WordPress CMS, with fields for project name, location, type, bed/bath/car stats, sales status, description, optional photo gallery, optional project video and optional link to a dedicated project landing page. 

Both a listing template and a project detail template were designed and developed. Critically for Stothard’s in-house spec build model, the team can update sales status in real time as homes move through the pipeline.

Team and testimonials

Custom data types were also built for staff profiles and testimonials. Testimonials feed dynamically into relevant pages across the site.

Copywriting

Trained in the StoryBrand framework, our copywriter recommended and refined the key messaging across the home page and service pages. The buyer is positioned as the hero. Stothard Projects is the experienced guide. The result is copy that turns a complex three-vertical offer into a clear, confident story that a custom home client, a duplex investor and a coastal upgrader can each see themselves in.

Training and handover

The Stothard team received remote WordPress training so they can manage their website independently, keeping the site fresh as new builds come online and content production ramps up.

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† For marketing and lead gen of a property development, to achieve results, we recommend marketing and advertising budgets between 1–2% of your development's Gross Realisation (GR)