Four signed jobs.
$312,000
in 90 days.

At Northpoint, the person who walks through a house with the owner also runs the job. On a Monday morning, that might mean reviewing plans at the kitchen table, then heading out to frame an addition in Middleton.

The old site offered a photo gallery and a contact form. In the previous three months, 920 visitors sent nine inquiries. Paul Lindqvist estimated that about half were for handyman repairs, outside the scope of work his family takes on.

Homeowners who called while the saws were running, or after 5:30 p.m., reached voicemail. Northpoint needed a way to find out what those callers wanted and get the right projects onto the calendar.

We rebuilt the portfolio around decisions a homeowner could see. At the Westmorland House, a walnut threshold joins old oak flooring to new. At the Middleton Garden Room, the addition’s lower roof preserves the shape of the original house. At the Lake Monona House, the main room faces the water.

Alongside the project stories, we explained the four steps from first visit to final walkthrough. Homeowners could see what to bring, when to expect a line-item estimate, how fixed costs differ from allowances, and who sends the Friday photo update.

With 960 visitors, the new site drew 23 walkthrough requests, up from nine. Conversion rose from 1.0% to 2.4%. Northpoint traced two signed projects worth $148,000 to those additional requests.

We set up a 24/7 AI receptionist so the family could keep working when the phone rang. It checks the caller’s town and asks whether they’re planning a kitchen or bath remodel, an addition, a whole-home renovation or a custom home.

For projects Northpoint serves, the receptionist books an in-home walkthrough directly into the team’s calendar and texts Paul the call transcript. He can read what the owner has in mind before he arrives.

Over 90 days, the receptionist answered 48 calls during job-site work or after hours. 15 callers booked a walkthrough, or 31%. Two went on to sign contracts totaling $164,000.