Websites for builders and developers: what to include

Someone buying an apartment off-plan is paying for something that doesn't exist yet. Before handing over the down payment, they want to know three things: whether the builder delivers, whether construction is moving and whether the project is properly registered. Most of that checking now happens on a phone, long before the visit to the sales office. And the builder's website is the only place where the builder controls the answer.

Even so, most sites in the industry are a gallery of renderings with a form in the footer. Pretty, but with nothing that helps the buyer decide. This guide lists what a homebuilder or developer website needs in 2026, with market data and what I see in the website projects we build at the Studio.

Buyers reach your site better informed and with more options

The market is selling, but there is also plenty of supply. According to the CBIC survey with Brain Inteligência Estratégica, released on August 24, 2026, 113,600 new homes were sold in the second quarter, up 5.3% from the same period in 2025. In the same quarter, 107,200 units were launched.

Inventory is the other side of the equation. According to the Mercado&Consumo summary of the same survey, at the current sales pace it would take 9.5 months to sell every new home available. In other words: buyers have an alternative in the next neighborhood over, and they compare.

And more and more, they compare with the help of AI. An OLX survey of about 1,000 ZAP, Viva Real and OLX users, released in October 2025, found that 40% have already used AI to search for a home to buy or rent. Among those who did, 60% consider the technology important or very important to their search. If ChatGPT can't find the floor plan, neighborhood and construction stage on your site, it answers with your competitor's project.

The pages every builder website needs

A complete page for each project

It is the most important page on the site, and the one that receives ad traffic. It needs:

• Floor plans for each unit type, with private area and number of bedrooms and parking spaces.
• The real location, with a map and what is within walking distance: schools, grocery stores, transit.
• Construction stage and expected delivery, with a date.
• Shared amenities and finishes, with what is included and what is optional.
• Development registration, with the number and registry office.
• A direct contact: WhatsApp for the sales team or the assigned broker, not a ten-field form.

Pricing is a business decision, but a "starting at" price or down payment terms help filter out people the product doesn't fit. Builders who hide everything get lots of leads and few sales.

Completed buildings as proof

The biggest fear of an off-plan buyer is that construction will stall. The best answer is a page showing what the builder has already delivered: name, neighborhood, delivery year, number of units and photos of the finished building, not the render. If delivery was on time, give the planned date and the actual date. That data point is more convincing than any line about tradition and reliability.

Construction progress

For each project under construction, a page with dated photos and the percentage of each stage: foundation, structure, masonry, finishes. Updated every month. It also cuts calls from people who already bought and want to know how the building is coming along.

Short company page and client portal

Who the company is, how long it has operated, tax ID, address and engineer of record. And if the builder already has a client base, a login for payment slips, documents and after-sales service. It can start as a link to the system the company already uses.

Builders that bid for contracts need a different site

Not every builder sells apartments. Firms that do commercial or industrial construction sell to a manager comparing bids. That buyer wants numbers, not pretty pictures.

That was the case with Tactik, a commercial builder in Melbourne, Australia, that bids on offices, warehouses, student housing and childcare centers. Clients compare builders on value, schedule and delivery, and sites in the industry tend to hide those numbers. In the site we designed, each project appears as evidence: value, schedule and what happened at handover, in the same format, so they can be compared side by side. The projects page is a record filterable by sector, region and value, and there is a single action on every screen: get in touch to discuss a tender.

The lesson applies to any B2B builder. Show your projects with the data clients use to decide, and keep the path to a bid request short.

The legal point your site can't forget

Your site is sales material, and the development law applies to it. In June 2026, Registro de Imóveis do Brasil reported the conviction of a developer in Itapema, Santa Catarina, under article 65 of Law 4,591/1964. He advertised units for sale between 2019 and 2022 but only registered the development in April 2023. The sentence included a monetary penalty and R$100k in damages for collective moral harm.

In practice, for your site:

• The launch page only opens for sales after the development is registered.
• The registration number and registry office appear on the project page.
• Illustrative images carry a notice saying they are illustrative.
• Forms collect only what is necessary and have a privacy policy, because of the LGPD (Brazil's data protection law).

Before publishing, have the company's legal team review the page. It takes a day and prevents a problem that lasts for years.

Launch landing page or full website?

Both, at different times. During pre-launch and the campaign, a landing page focused on one project converts paid traffic better, because it has one offer and one action. The criteria are in our guide to a landing page that converts.

The builder's website is what stays: it brings together every project, the completed buildings and the company's reputation. It is what shows up when someone searches for the builder's name after seeing the ad. If you are weighing the investment, our guide on how much a professional website costs shows what drives the price.

Google and AI: how buyers find your project

Buyers type the property type and the neighborhood: "3-bedroom apartment in Aldeota", "off-plan launch in Eusébio". To show up in those searches and in AI answers, the site needs:

• One URL and one title per project, with unit type and neighborhood.
• Real text on the page, not just images. Area, bedrooms and location written out.
• Structured data, so Google and AI tools understand what each page is.
• Mobile speed. A page with dozens of heavy renders is slow to load on 4G and loses the visit.
• The same data as the portals, so buyers comparing don't get confused.

Images are the trickiest part. Renders and model unit photos need to be compressed and lazy-loaded. Without that, the best-looking site in the industry becomes the slowest.

Common mistakes on builder websites

• A gallery of renders with no floor plan, area or delivery date.
• Completed projects that disappear from the site, taking the company's best proof with them.
• A long form instead of direct WhatsApp.
• A site built for one launch and abandoned after the sale, with the domain in the agency's name.
• Different information on the site, the portal and the broker's materials.

How we do it at the Studio

Studio Responsivo was founded in 2014 in Fortaleza. We have delivered more than 600 projects in 13 countries, and websites and landing pages are what we ship most. A builder website follows the same method:

• Discovery first. We figure out whether the site needs to sell units, win tenders or both.
• Fixed price and deadline in the contract. After discovery, you get the price and date in writing.
• Everything in the builder's name. Code, domain, files and logins belong to your company.
• SEO and GEO from day one. Structured data, a sitemap, llms.txt and robots rules that let AI crawlers in are ready at launch.
• Our in-house team. The people who design and code are from the Studio, using Figma and Claude Code for design and build.

If your company needs a site that shows what it has delivered and takes buyers straight to sales, check out our websites and landing pages service and book your discovery.