Summary: This case study examines how Hynes Construction strengthened buyer confidence at the point of decision by making trust more visible on its website. Without changing traffic sources, internal workflows, or service delivery, the business introduced a reputation visibility layer that helped visitors move from consideration to conversation. The result was a measurable shift toward phone calls, the strongest signal of intent for a service-led construction business.
Business Context
Hynes Construction is a residential construction and remodeling company known for craftsmanship, reliability, and hands-on project execution. Their work involves high-consideration decisions. Homeowners are not only evaluating cost and scope, but also trust, communication, and long-term accountability.
Like many established construction businesses, Hynes Construction had built its reputation primarily through offline and online channels. Referrals, repeat clients, and local relationships played an important role in growth. At the same time, customer behavior had evolved. Prospective clients increasingly began their journey online, comparing options and seeking reassurance before initiating contact.
The website had become the first point of evaluation. The question was no longer whether visitors were interested. It was whether they felt confident enough to take the next step.
The Confidence Gap Before the Call
For a construction business, a phone call represents more than interest. It signals readiness to discuss timelines, budgets, and next steps. Yet many website visitors hesitate before calling, even when intent exists.
At Hynes Construction, visitors were spending time across service pages and informational content. Engagement was present. What was missing was a visible confirmation that others had already made the same decision and felt good about it.
This was not a marketing problem. It was not a demand problem. It was a confidence problem at the exact moment of decision.
Introducing Trust Visibility Into the Website Experience
Rather than adding promotional messaging or aggressive calls to action, Hynes Construction implemented the Propel Review Widget as a trust layer within the website.
The intent was not to persuade visitors. It was to reassure them.
The widget surfaced real customer sentiment in a way that felt natural to the browsing experience. It was placed near high-intent areas of the site, including service detail pages and contact sections. It did not interrupt navigation or redirect attention. It existed quietly, allowing visitors to validate their decision on their own terms.
This approach aligned with how people make decisions today. Buyers want proof without pressure. They want to feel confident before they initiate a conversation.
What Changed in Visitor Behavior
Once trust signals became visible during the decision phase, visitor behavior shifted in a measurable way.
A significant share of website visitors interacted with the trust layer while evaluating services. Among those visitors, approximately 16 percent chose to place a phone call, making calling the most common high-intent action on the site.
Lower-commitment actions such as form submissions represented only a small fraction of overall engagement. This imbalance mattered. It showed that once confidence was established, visitors preferred direct conversation over delayed contact.
Put simply, nearly one in six website visitors chose to call, a strong indicator that trust visibility reduced hesitation at the moment of decision.
Importantly, this shift occurred without increasing traffic, changing messaging, or altering internal workflows. The only change was making existing customer trust visible where decisions were being made.
Results at a Glance
- ~16% of website visitors converted into direct phone calls
- Over 40% of visitors engaged with trust signals before taking action
- Phone calls became the dominant conversion behavior, outweighing low-commitment actions
- No changes to traffic, operations, or service delivery were required
Why This Approach Worked
Several factors contributed to the outcome.
- Trust appeared at the right time
Visitors encountered reassurance while actively evaluating services, not after making a decision.
- The experience remained uninterrupted
The trust layer supported decision-making without disrupting the browsing flow.
- The focus stayed on intent, not engagement
Success was measured by calls, not clicks or impressions.
- The website became a confidence builder
Instead of acting as a brochure, the site functioned as a validation layer for real-world credibility.
Strategic Impact Beyond the Numbers
The behavioral shift had broader implications for the business.
Inbound calls reflected higher confidence and readiness to engage. Conversations started with greater clarity and intent. The website became a stronger contributor to the sales process rather than a passive information source.
Most importantly, Hynes Construction did not need to change how it operated. The improvement came from strengthening how trust was presented, not from altering service delivery or increasing marketing effort.
Because the trust layer operates continuously, it also created a durable foundation. Future visitors benefit from the same reassurance without additional work or maintenance.
A Broader Lesson for Service Businesses
Hynes Construction’s experience highlights a critical insight for service-driven companies.
Demand often exists before the call. What is missing is confidence.
When trust is visible at the right moment, behavior changes. Visitors move from consideration to conversation. Browsing turns into intent.
The Propel Review Widget did not create demand. It clarified decisions.
By making confidence easier to access, Hynes Construction helped more visitors feel ready to pick up the phone.
Learn more at:itspropel.com or call us: (215) 518-0953
