01

The Problem

Avallo designed and developed a new website for Esler Construction to reflect their expertise in building high-quality decks and porches—and to better tell the story of their work. As a TrexPro Platinum Partner, Esler builds outdoor spaces that last for decades with minimal maintenance. To emphasize that long-term value, we created the tagline: “Building Outdoor Living Spaces to Enjoy for Years to Come.”

Esler also partners with a professional landscaper, but this important service had never been promoted online. We brought it forward as part of a broader strategy to position Esler as a full-service outdoor living expert. With hundreds of stunning project photos provided by Matt Esler, we built a highly visual, easy-to-navigate site that lets the craftsmanship speak for itself.

02

Full Range of Services

Esler Construction wanted to showcase the full range of their services, so we created a clear split between their primary offering — Trex decks — and their partner landscaping services. For the decks section, we focused on the full range of Trex options, including all available color choices and upgrade accessories like lighting and railing. This provides potential customers with an easy way to explore customization possibilities and envision their ideal outdoor space.

To support the landscaping services offered in partnership with trusted collaborators, we have built a complementary section highlighting services such as plantings, trees, pavers, and stonework. Landscaping is often a natural next step when a client is investing in a new deck or porch. By featuring both, we positioned Esler as a convenient one-stop solution—a strategy that encourages larger projects and has proven successful for their business.

03

Gallery, Ads, Responsive Design

When potential customers are researching home service providers, strong visuals and social proof are essential. Esler Construction had an extensive library of high-quality project photos, so we created a gallery that showcases their work in an organized and user-friendly manner. We separated the gallery by service type, allowing users to browse decks or landscaping projects quickly. Clicking on any image opens a larger view, creating an immersive experience that helps visitors visualize the possibilities for their own homes.

We also prioritized mobile responsiveness, ensuring the site resizes smoothly on all devices with intuitive navigation and optimized photo display — critical features for a mobile-first audience. In addition, we manage a successful Google Ads campaign for Esler Construction. By working directly with Trex, we secured permission to use the Trex brand in ad copy, which has driven high engagement and steady leads. Esler Construction remains fully booked and is thrilled about the ongoing partnership with Avallo to support its growth.

View the website here: https://eslerconstructionllc.com/