This site for a custom-home builder, serves an elite, tight-knit clientele. With its gallery-like presence, it’s neither superfluous nor trendy. It’s a great example of how to use simple and contemporary technology to create a unique experience for a small, niche business. At first glance, Fallonbuilders.com looks like a typical offering of Who We Are and What We Do. But instead of a copy-intensive approach it, like many architectural sites, relies on photography to tell the story of this builder’s work.

• This site’s a great example of how to use simple and contemporary technology to create a unique experience for a small, niche business.

• The focus of the site is a 172-image gallery of notable projects. It’s an easy to update, XML-driven and -tagged compilation of photos with a related hierarchical format that connects project attributes.

• All imagery is unfailingly easy to access via an interface that falls away whenever it’s not in-use. It’s a nice feature, with subtle, familiar interaction cues that allow visitors to focus on this builder’s unparalleled craftsmanship.