Why UsServicesHow It WorksAboutOur WorkFAQContactCall [(000) 000-0000]
0 · Header — logo, 7 links, phone, the gold ask
What
White fixed bar: logo left, seven links, phone in gold, a gold "Free Estimate" button.
Why
Wayfinding plus an ask that never leaves the screen. White so the full-color logo pops on a dark site.
Grade
Weak. Formula says 4–6 links. Under 880 px the phone is hidden (.nav .phone{display:none}) — phone visitors get no tap-to-call until ~805 px down.
Tech
position:fixed + backdrop-filter blur; burger toggles header.open.
[Town] · [Town] · [County], [ST]

[Service] in [City], [ST]. [Legal name] · [ST] contractor license #[000000]

[Company] is a locally owned [trade] company serving [town] and the surrounding [county] area. [Service list] — [the promise in plain words].

Or call us directly at [(000) 000-0000]

Licensed #[000000]
Insured
Locally Owned
1 · Hero — where am I, who are you, start here
What
Area eyebrow · H1 of service + city with the license line inside it · 63-word company paragraph · address-only form · call line · three ✓ badges · photo rotator.
Why
A local searcher confirms "right trade, right town" in one glance; the address field is a one-box first yes before the full form.
Grade
Weak. Headline is service + place, not the END RESULT; license line competes inside the H1; subhead describes the company, not how. On phones the rotator rendered 0×0 (fixed here — see Tech).
Tech
Rotator = absolutely-positioned slides, opacity crossfade every 4 s. Live bug: under 900 px .hero-carousel{margin:0 auto} with no width shrinks to 0 (all children absolute) → 4:3 ratio makes it 0 tall. Fix: width:100%. Address submits to /estimate?address= (CONFIG).
Sound Familiar?

[What a bad contractor really costs you — in one line.]

[Two sentences: the problem left alone isn't an inconvenience, it's stress, wasted money, and a home that still isn't safe.]

✕

[Fear 1 — the low quote that doubles.]

✕

[Fear 2 — the crew that disappears.]

✕

[Fear 3 — work that fails within a year.]

2 · Negative stakes — the fear, named
What
Black band, "Sound familiar?" eyebrow, a cost headline, three red ✕ pains.
Why
Every remodel buyer has been burned or knows someone who was. Naming it first makes every later promise land as relief.
Grade
Present — the best section on the page. The one most contractors skip.
Tech
Two-column grid → one column under 880 px; glassy cards on black.
Why Us

Three reasons homeowners across [area] choose us

01

[Reason 1]

[Written as what the homeowner gets, with a number if it's true.]

02

[Reason 2]

[Outcome, not trait.]

03

[Reason 3]

[Outcome, not trait.]

3 · Value proposition — why you over the next quote
What
Three numbered cream cards.
Why
Answers the stakes one-for-one: licensed (vs. the fly-by-night), shows up (vs. the no-show), one crew (vs. five contractors).
Grade
Present, could be sharper. Written as company traits; nothing quantified. The real outcomes ("same-day visit," "within budget") live in the reviews — move them up here.
What We Do

[Full-service line]

[One sentence on range.]

4 · Services — the range, and the missing doors
What
Eight cards, seven trades + a free-estimate card. Live site: emoji icons, cards don't link anywhere.
Why
Shows "one crew, every trade." It's also where Google expects a door to a page per service.
Grade
Not a formula slot; it's the page map's Services. The gap: no service pages exist (/foundation-repair → 404). Here every card is a link, waiting for CONFIG.servicePages.
How It Works

From first call to finished project

01

[You reach out]

[Call, text, or request online.]

02

[Free estimate]

[In person, a straight number.]

03

[We get to work]

[On the timeline we agreed.]

04

[Walkthrough & done]

[No loose ends.]

Start With Step 1 — Free Estimate

5 · How it works — hiring made to look easy
What
Four outlined-number steps on black.
Why
Takes the unknown out of hiring; step 4 (the walkthrough) quietly answers "will they leave a mess?"
Grade
Present, missing its button. The live section ends with no CTA; the formula says every section ends ready to act. Added here.
Tech
Hollow numerals: -webkit-text-stroke in gold.
[Owners photo]
[Owner names][Title]
About [Company]

[A local crew line.]

[Where you're based, who you serve, founded [year], [n]+ years.]

[How you treat a home.]

[Badge][Badge][Badge]
6 · About — real people behind the truck
What
Owner photo with a caption, founding year, years of experience, three pills.
Why
People hire people for work inside their home. The reviews name the owners — this puts faces to the names.
Grade
Doubles as a weak Detailed overview (formula 7): no single passage of frustration → solution → three outcomes → proof → ask naming services and towns together.
Reviews

[4.8] ★ · [n] reviews on Google

[n] recommend us on Facebook

★★★★★
[A review that tells a story: the problem, what the crew did, how it turned out.]
— [Name] · Google · [Month Year]
★★★★★
[A repeat customer: "multiple projects, always within budget."]
— [Name] · Google · [Month Year]
★★★★★
[Speed: "came out the same day."]
— [Name] · Google · [Month Year]
8 · Credibility — story-shaped reviews
What
Rating line, then full reviews with first name, initial, source and month. Live site pulls them from a nightly sync and hides the band when empty.
Why
Neighbors' words beat the company's. These name the owners and the outcome — exactly the formula's challenge → result.
Grade
Present, thin. 6 Google reviews; no faces, no video; sits 8 sections down. A review ask after every closing is the cheapest fix on the page.
FAQ

Common questions homeowners ask

[Are you licensed and insured?]
[Yes — license number, insurance.]
[What areas do you serve?]
[Every town, by name.]
[Do you offer free estimates?]
[Yes — in person, no obligation.]
[What services do you offer?]
[The list.]
[How long have you been in business?]
[Founded year, years of experience.]
[What are your hours?]
[Hours + phone.]
9 · FAQ — objections, and answers for Google and AI
What
Six native <details> accordions, mirrored in FAQPage schema.
Why
Handles the pre-call questions AND gives search and AI answer engines quotable answers.
Grade
The formula has no slot; the page is right. Keep it, and add the service-specific questions to each service page.
Get Started

[Closing line that answers the stakes.]

[Tell us what you need — a straight answer, no pressure.]

Get Your Free Estimate
Free, No-Obligation
Fast Response
Licensed #[000000]
10 · The close — the stakes answered
What
Dark gold-glow band, one button to the estimate page, three badges.
Why
Callbacks to the stakes ("a crew that actually shows up") close the loop the page opened.
Grade
Strong. The formula's Lead magnet (8) is missing: nothing for the homeowner who's months away — a "[warning signs]" checklist or a "[what it costs in [county]]" guide.
Find Us on Google

[Company] on the map

[Google map embed — CONFIG.mapEmbed]
11 · Map — ties the site to the Google listing
What
The business's own Google map, embedded by listing ID.
Why
A local trust signal and a link between the website and the profile.
Gap
The site and its schema show only "[Town], [ST]" — no street address. The Oct 7 review found every business in the local map pack shows one.