What BuildingOnline does

BuildingOnline is a web design and marketing agency founded in 1995 and headquartered in Pensacola, Florida, that specializes in serving building products manufacturers and trade associations. The firm delivers a full-service suite including strategy, art direction and design, custom development, CMS integration, ecommerce, marketing and SEO, email campaigns, and integrated hosting, executed through a proprietary "Five Ds" methodology (Research, Definition, Design/Prototypes, Build, Launch). Notable technical components include industry-specific tooling such as the POWERFUL SOLUTIONS Lumber Span Calculator built for Anthony Forest Products, custom dealer locator and distributor mapping systems, B2B ecommerce with pro-tier login and discounted pricing, and member portals for trade associations. The company is privately held, operates with a 1-10 person team, and runs an industry portal of 14,000+ building-industry links and a 6,000+ subscriber weekly eUpdate newsletter.

The business operates on a project-based professional services revenue model with recurring contributions from integrated hosting and email management, and quote-based pricing with a free initial consultation. Go-to-market is consultative and relationship-led, targeting enterprise building products manufacturers and trade associations; named long-tenure clients include AWCI (20 years), GS Manufacturing (15+ years), Anthony Forest Products, Parex USA, PENOFIN, SPIB, Maze Nails, White River Hardwood, EIMA, and Woodway Products. Leadership consists of Co-Owner and COO Justin Hual and Co-Owner and Chief Creative Director Luke Infinger, who joined in 2023 alongside founder Alan Wickstrom, who remains in client relations. The co-owners separately operate HIP Creative, a healthcare marketing agency, indicating a multi-entity ownership structure beyond the core building products practice.

Name

BuildingOnline

Legal name

BuildingOnline of Florida, Inc.

Website

https://buildingonline.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

BuildingOnline is a Pensacola, Florida-based web design and marketing agency founded in 1995 that serves building products manufacturers and trade associations with custom web development, CMS, ecommerce, SEO, email, and integrated hosting services.

Ownership category

akta.pro rank

Product category

Web Design and Marketing Services

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE)

Keywords

• Web design agency
• Digital marketing services
• Building industry websites
• Custom web development
• Ecommerce web solutions

Headquarters

HQ city

Dana Point

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Web Design and Development Services: Custom web design, development, and CMS integration services. Project-based work with long-term client relationships (20+ years with some clients). Services include strategy, design, development, marketing & SEO, email campaigns, and ecommerce.
2. Integrated Hosting Services: Provides integrated hosting as part of their service offerings, bundled with web development projects.
3. Technical Consultation: Technical consultation services for existing sites and projects, including review and option recommendations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

BuildingOnline is a web design and marketing agency that delivers custom web solutions for the building products industry. It bundles strategy, art direction/design, development, CMS integration, marketing & SEO, email campaigns, ecommerce, technical consultation, and integrated hosting into full-service projects. Clients can engage individual service lines or the complete package, with specialty modules including dealer locators, ecommerce with pro-tier logins, and industry calculators such as lumber span tools.

Product overview

BuildingOnline is a web design and marketing agency offering a unified suite of services rather than a modular software platform. Their portfolio centers on nine interconnected service offerings: Strategy, Art Direction/Design, Development, CMS Integration, Marketing & SEO, Email Campaigns, Ecommerce, Technical Consultation, and Integrated Hosting. These services work together as a full-service agency offering, where clients can engage individual services or the complete package. The agency has specialized expertise in the building products industry since 1995, serving manufacturers with custom web solutions including dealer locators, online catalogs, ecommerce functionality, and marketing campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• Web Design and Development (Strategy / Design / Development / CMS) Custom end-to-end web design and development service combining strategic planning, art direction and visual design, custom web development, and CMS integration. It is delivered to building products manufacturers, trade associations, and other B2B clients seeking custom-built websites and content-managed platforms.
• Marketing & SEO Digital marketing and search engine optimization services focused on driving traffic and improving online visibility for building products industry clients and other B2B customers.
• Email Campaigns Email marketing campaign development and management services for client communication, lead nurturing, and audience marketing.
• Ecommerce Ecommerce solutions enabling online sales, product catalogs, secure transactions, online quotes, shippable products, and pro login systems with discounted pricing, built for building products manufacturers and other B2B sellers.
• Technical Consultation Technical consultation services providing expertise on technology decisions, architecture, and implementation strategies, including review of existing sites and option recommendations for ongoing or new projects.
• Integrated Hosting Integrated web hosting services bundled with web development projects to deliver a seamless client experience and ongoing site availability.

Quantifiable outcome

• 20-year client retention with Association of the Wall and Ceiling Industry (AWCI)
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Coalition Technologies: Large digital marketing and web design agency delivering design, SEO, ecommerce, and development services. Comparable full-service offering but serves a broad set of industries without BuildingOnline's deep building products specialization.
• WebFX: Large performance marketing agency offering web design, SEO, and ecommerce services. Comparable service lines with revenue share and project-based engagement, but operates at significantly larger scale and broader market coverage.
• Razorfish: Large global digital agency (now part of Publicis/SapientRazorfish) offering digital transformation, web design, and marketing services across industries including industrial and B2B segments. Provides overlapping capabilities but at vastly broader portfolio scale than BuildingOnline's vertical focus.

Direct peers

• Sagefrog Marketing Group: B2B marketing agency serving healthcare, industrial, and technology clients with integrated marketing services. Similar project-based engagement model and account-based B2B marketing approach as BuildingOnline.
• Lform Design: Web design agency serving mid-market and B2B industrial clients. Comparable service scope spanning design, development, and inbound marketing with a similar client size profile and project-based engagement model.
• Gorilla 76: Industrial marketing agency serving manufacturers and B2B industrial brands. Comparable focus on vertical depth in industrial verticals and a content-led engagement model that mirrors BuildingOnline's positioning as the building industry's specialist agency.
• Ironpaper: B2B marketing and lead generation agency focused on industrial, manufacturing, and technology clients. Overlaps with BuildingOnline in marketing strategy, digital execution, and demand generation services for B2B industrial customers.
• Velocity Partners: B2B marketing agency specializing in industrial and manufacturing clients. Comparable vertical specialization with content-driven demand generation strategies targeting similar buyer personas in industrial and building-related categories.
• Kula Partners: B2B ecommerce and digital agency serving manufacturers and industrial brands with complex product catalogs and dealer networks. Their work on manufacturer ecommerce and dealer locator functionality directly parallels BuildingOnline's ecommerce and dealer locator offerings for building products.
• Heinz Marketing: B2B marketing agency focused on demand generation and sales enablement for mid-market and enterprise B2B firms. Similar sales-led service model with project-based engagements and similar go-to-market positioning around B2B category expertise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/buildingonline
• Facebookfacebook.com/BuildingOnline

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BuildingOnline