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Overview

Crain Construction is a full-service commercial contractor known for its thoughtful approach, strong relationships, and high-quality work across Nashville for nearly a century. From industrial and hospitality projects to mixed-use and retail developments, Crain partners closely with clients to deliver projects that serve communities for years to come. Recently, Crain recognized the need for a digital presence that better reflects its reputation and supports ongoing business development efforts as an industry leader.

Opportunity

Green Apple has partnered with Crain for years. But as the company expanded into new markets and took on increasingly complex projects, its digital needs evolved.

Their existing site had served its purpose well, but over time, third-party tools and plugins created technical complexity that limited flexibility and long-term performance. At the same time, Crain’s leadership and business development teams needed the site to serve as a more effective sales tool. It needed to clearly communicate expertise, showcase projects, and help prospects quickly understand Crain’s strengths and skills. 

Following a full audit and conversations with internal stakeholders, it became clear that a simple visual refresh wouldn’t be enough. Crain needed a stronger, more stable digital foundation.

Green Apple was engaged to lead a strategic rebuild, approaching the project not as a redesign, but as a long-term investment in performance, scalability, and brand credibility.

Key #1: Establishing a Strong, Strategic Foundation

Before design or development began, our team partnered closely with Crain’s leadership and business development teams to understand how the website needed to function in real-world conversations. Crain wanted the website to serve as marketing collateral in meetings with developers, partners, and prospects.

Together, we clarified key messaging and identified content gaps. One major opportunity was to better showcase the industries Crain serves. We introduced a dedicated “Markets Served” section highlighting their work in commercial, industrial, hospitality, and mixed-use/retail sectors. This quickly became a practical tool for business development conversations, allowing prospects to see similar projects Crain had completed. 

From there, we rebuilt the site on a fully custom WordPress framework. Moving away from a restrictive theme eliminated technical debt and created a clean, flexible structure designed for speed, reliability, and SEO performance.

The result was a website that clearly communicated Crain’s approach, capabilities, and differentiation while serving as a polished, conversion-focused resource for both marketing and sales.

Key #2: Built for Today, Designed for What’s Next

Speed and scalability were equally important.

Crain needed a platform that could support immediate marketing and business development efforts while also growing alongside the company over time.

We focused on a foundation-first build. The site architecture, CMS, and content structure were designed to make updates easy, support ongoing SEO efforts, and allow new pages or campaigns to launch without technical headaches.

This approach ensures the website can evolve as Crain enters new markets, adds services, or expands its content strategy. Instead of rebuilding every few years, the platform is built to adapt.

Results

The new site gives Crain a stable, high-performing digital home that better reflects the quality of their work and supports day-to-day business development. In the first three months after launch, Crain: 

  • Experienced zero critical outages or plugin-related disruptions.
  • Gained the #1 search position on Google for the phrase “retail and mixed-use construction.”
  • Ranks on page three of Google’s search results for the phrase “hotel-retail mixed-use developments.”

Performance and traffic metrics will continue to grow as additional content and campaigns roll out, but the biggest impact has already been felt internally: the site now functions as a true business tool, not just an online brochure.

For Green Apple, this project reflects how we approach every partnership. We don’t simply design websites. We work alongside clients to build thoughtful, strategic platforms that support their goals today and position them for whatever comes next.

For Crain, the website now reflects the quality of their work and functions as a long-term asset that supports growth, visibility, and trust.

What We Did

Messaging Strategy, Creative Oversight and Direction, Website Design and Development, Content Strategy, SEO Strategy, Ongoing Website Support through On-Page SEO, Blogging, Project Spotlights, and Case Studies.

crain construction website before redesign
new crain construction website after redesign

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Customer

Testimonials

President & Founder
Green Apple has been a helpful partner as we’ve launched our platform, learned together, and adjusted to help more patients and their families through CaringWays. It’s evident their team cares about our mission, which makes our work together easy and enjoyable.
Kristi Morrow
CaringWays
COO
Green Apple has successfully implemented various strategies and projects that have both increased our brand recognition and directly driven business to our organization. Our dedicated Green Apple team is knowledgeable in what they do, produces quality work on time, and is flexible in pivoting to our ever-changing priorities. We’ve been very happy with the results of our relationship together and would highly recommend their service.
Charlie Kunberger
ATECH
CEO
Samantha and her team at Green Apple Strategy will treat your company like their own. They will take the time to get to know who your Company is, what it stands for, and who you are, personally. I'm very grateful to work with the team, each member specializing in a different marketing and communication segment. I highly recommend partnering with Green Apple Strategy for all marketing strategy
Kathleen Maxwell
Maxwell Roofing
Marketing Manager
The Green Apple team is a trusted partner in our marketing activities and goals. Their team of experts consistently works to exceed our expectations to provide insightful solutions to engage and connect with families. We are grateful for their hard work and dedication.
Joy Haynes
The Gardner School
Practice Leader
Sam and the Green Apple team have worked hard to learn our business and help us develop a strategy to best represent our company to our clients. They are professional, responsive, and creative — the perfect combination for a marketing partner!
Mark Burnette
LBMC Advisory Services