Digital platform excellence. Always on Plumb.

Who we are

Plumbline is a senior team built specifically around what Adair needs right now: strategy, content and information architecture, technical build and migration, search, and design, working as one accountable group of expert builders.

We are AI-native. We use AI on every project, from discovery and through the build. We see AI as a tool, not the answer and believe its true value is unlocked when built around real human workflows. We hire developers and experts first. Then, we hand them AI for research, automation, removing roadblocks, and testing. A person reviews and signs off on every piece of work before it moves forward. We see this as our differentiator: we build the right solution, make it faster, and work through challenges quickly and effectively.

Plumbline isn’t an agency or vendor looking for its next client. We’re a team built around a single brief: turn the front door of the Adair Homes business into a revenue asset, and leave Adair able to run it, and eventually grow it, in-house.

Why a built-for-purpose partner

A built-for-purpose partner specialist identifies the unique need of the brand and shapes a solution to meet and exceed those needs. We never follow the “rinse and repeat” approach of a generalist web shop or agency. Our success is a direct result of your success.

Real-time partnership

We work inside the business rather than across a vendor wall. We work directly with your marketing, development and SEO teams to ensure expectations and understanding are met at every level.

The day-to-day team is named at the outset, works on the Pacific time zone and remains on the project after launch.

A métier is a field in which one excels — the intersection between what the market values and what an organization is uniquely equipped to deliver. It is your source of competitive advantage and the foundation for what the new site is built to say.

The Métier System · five steps

1. 01 Investigate external forces Market signals, target market, competitive landscape.
2. 02 Examine internal forces Brand essence, capabilities, purpose.
3. 03 Synthesize Three evidence-based strategic territories.
4. 04 Assess Each territory through the lens of distinctiveness, relevance and authenticity.
5. 05 Pressure-test The preferred territory against the evidence and proof points.

Strategy and brand

Discovery validated with real buyers before scope locks · Differentiation and brand story grounded in your métier · Buyer journey and information architecture · Messaging structure that page-level copy is written from

Architecture and build

Open-source CMS integration with full code ownership by the brand and no licensing lock-in · Modern headless frontend architecture built for speed and flexibility · Predictive and faceted site-wide search · Cost calculators and e-commerce tooling · Native video and gallery patterns · WCAG 2.2 AA compliance

Search and performance

Full URL inventory and permanent 301 map, no chains · Index gap reconciled, highest-value pages tracked by name · Written benchmark and a documented rollback plan · LCP under 2.5s, page weight under 2.5MB, Lighthouse 90+ · Third-party scripts rationalized and tag-managed · AI search visibility built in, not bolted on

Integration and measurement

Bi-directional ERP (Kova, NetSuite) integration · CRM (HubSpot, Salesforce, Lasso) implementation and customization including forms, chat, analytics and ads pixel · CallRail, Calendly, Google Business Profiles · Session, market and channel preservation and optimization through to scheduled appointment · Post-launch testing and optimization

Measured to qualified appointments per month, by market — not sessions, not form fills.