Buy the house it could be.
INSIDEA designed this homepage for a renovation and construction lender. Lathcourt Home Loans is a fictional brand, so the names, people and numbers on the page are invented.
- Industry
- Local professionals
- Typeface
- Caudex
A Rochester lender for renovation and construction-to-permanent loans on fixer-uppers, with a homepage that explains draws and books project consults: plaster white, dark ink, slate blue and tan, a sturdy bookish serif and a magazine-plate photo of a half-renovated kitchen.
The brief
Buyers of old houses can't see what the whole project will cost, or when their contractor gets paid, until it is too late to walk away. The page must price the house and the work together, explain how draws follow inspections, and book a free project consult.
The direction
Editorial and practical, like a home magazine feature, with a large serif on a plaster-white page. The first screen shows a standard top bar, a small kicker and the headline with one Book a project consult button, and a large photo of a kitchen with one wall stripped to the studs, captioned as Plate 1.
The detail
The planner's $215,000 house, $74,500 of kitchen and systems work and $7,450 contingency make $296,950, and the five draws of $14,900, $18,625, $18,625, $14,900 and $7,450 add back to the $74,500. The page shows no rates at all, saying a rate on a homepage would mislead.
- Display
- Caudex
- Text
- Work Sans
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