Gordon College
A student-first, editor-friendly Craft CMS experience for a complex higher-education organization.
Choate Construction
One website for Choate’s many relationships
Prospective clients, trade partners, and future employee-owners each get a clearer path.
Stakeholder research shaped an audience-first experience supported by a flexible Craft CMS.
Our role
- Marketing Strategy + Planning
- Web Design + Development
- Craft CMS Websites
Stakeholder input set the direction
Choate Construction is a 100% employee-owned general contractor with seven offices across the Southeast and work across the country. Mostly Serious used stakeholder surveys and a planning session to turn perspectives from across the organization into a focused website strategy.
01: Listen
Hear from the organization
- marketing stakeholders
- 6
- cross-functional colleagues
- 15
We gathered perspectives from marketing, sales, business development, and related functions.
02: Prioritize
Define what each audience needs
- core audience journeys
- 3
Mostly Serious synthesized the findings into the questions, proof, and next steps the new experience needed to address.
03: Build
Carry the priorities into the site
- office experiences
- 7
We translated those priorities into the site structure, content hierarchy, and regional storytelling.
One brand. Three clearer paths.
Each audience can move from its questions to relevant proof and next steps.
Clients, slide 1 of 3
01 / 03
Prospective clients
Project Partnership explains Choate’s approach. Market Sector and Attribute filters help prospective clients and business-development teams narrow a deep project archive to relevant experience.
02 / 03
Future employee-owners
Careers connects open roles with Choate’s culture, growth opportunities, community involvement, and employee ownership. Current opportunities continue in Workday.
03 / 03
Trade partners
The Partnership & Onboarding Hub and Safety Hub bring prequalification, active-project resources, electronic billing, and safety guidance into a dedicated destination.
Making Choate’s culture visible
Choate’s employee-owned model, community involvement, and people are central to its brand story.
Bold photography, motion, and people-focused stories connect relationships, community, purpose, and ownership to the scale of the work.
A Craft CMS built for Choate’s team
Craft CMS 5 gives Choate’s marketing team the flexibility to compose distinct pages inside one consistent system, supported by a governed review and publishing workflow.
Structured WordPress content and assets moved into Craft CMS 5, supported by documentation and team training.
One system. Many stories.
Reusable modules support distinct page compositions across Choate’s portfolio, offices, culture, and employee-ownership content.
Portfolio, slide 1 of 4
- Reusable page modules
- Responsive previews
- Drafts and revisions
- Stakeholder preview links
- Role-based permissions
- Documentation and training
01 / 04
A portfolio built for exploration
Market Sector and Attribute filters turn a deep project archive into relevant proof visitors can explore.
02 / 04
Regional presence, clearly expressed
Seven office pages connect Choate’s Southeast presence with work across the country.
03 / 04
Culture woven through the experience
People-focused stories bring Choate’s relationships, community, and purpose into the site experience.
04 / 04
Ownership as part of the brand
Dedicated storytelling makes Choate’s employee-owned model part of the digital brand experience.
One connected experience, carried through launch
The result is one digital experience serving prospective clients, trade partners, future employee-owners, and the marketing team behind it.
Mostly Serious carried the work from strategy and design through Craft development, WordPress migration, training, redirect import, DNS coordination, hosting, and ongoing support. Launch planning preserved much of Choate’s existing URL structure.
The August 2026 public launch marked the latest milestone in a multi-phase partnership.
Does your website need to serve several audiences at once?
If you are aligning stakeholders, organizing a deep portfolio, or replacing a CMS your team has outgrown, we can help turn that complexity into a clear plan and a site your team can run.
