Homepage studio
A sales tool: 54 concept homepages for 18 trades, so an owner sees their new site before the first call.
- For
- Contractors who haven't hired anyone yet
- My role
- Designer and developer.
- When
- Oct 2026 to now
- Built with
- HTML and CSS, GSAP, Lenis, Playwright, axe-core, sharp
The brief
A sales pitch asks an owner to imagine a website. A finished homepage for their trade doesn't.
Show the site, skip the pitch
Owners of small trade businesses are busy and wary of web designers. Describing a site in a sales call rarely lands.
So I build the homepage first. The owner opens a link, sees a site made for their trade, and the call starts from there.
One idea per homepage
Each trade gets three concepts, and each concept is built around one thing from that trade's own world, not a template with the logo swapped.
- Squarecount Roofing prices the job in roofing squares, the unit roofers quote in
- Haint & Harbor Paint Co. is built around a coastal porch-ceiling blue
- Fieldtest Concrete Co. is set like a site test report
Checked by script
The pages are hand-written HTML and CSS, with GSAP and Lenis for motion. Playwright takes screenshots of every page at phone and desktop sizes, axe-core checks each one for accessibility problems, and sharp prepares the images.
A concept only goes live once those checks pass, so 54 pages stay consistent without checking each by hand.
Twelve of the 18 trades
One concept from each, as the owner first sees it.
Plumbing 
Electrical 
Heating and cooling 
Carpentry 
Cleaning 
Landscaping 
Masonry 
Flooring 
Pest control 
Pool service 
Demolition 
Auto repair