The problem
Where it started.
The audit scored the business F, 6 out of 100, because there was nothing to score. No website, a claimed but empty Google listing and five reviews with no way to get more.
Eight years of real project photography sat in one Instagram account with about 7,400 followers and no way to request a consultation except a direct message. Leads lived on the back of a receipt.
Why this approach
The decision behind the work.
This was the one study where everything was recommended, because the diagnosis supported it. A website first, since ads sent to a page that does not exist burn money. A CRM next, since a project that runs through nine stages and several crews cannot live on memory. Ads after both.
Anything not supported by the audit stayed out. That test is applied to every client.
The solution
What was built.
A 19-page site: five service pages, four local pages and four articles, a homepage that opens on a looping golden-hour pool video, and the owner's own habit of three personal walkthroughs as the organising idea.
A CRM with nine pipeline stages, six project-specific fields, crews, estimates and appointments, installable on a phone, plus ten ad creatives across three angles and 15 search headlines, ready and not running.
Design and psychology
Why it looks the way it does
Colour
A committed warm sienna reads as earth, timber and desert dusk, which is how buyers imagine a finished backyard. A teal accent recalls pool water and is used for actions only.
Type
A serif heading face carries craftsmanship and permanence, because the buyer's biggest fear is a builder who does not finish. A clean sans keeps the details readable.
Proof first
The fear is unfinished work, so the page leads with real project photography and a plain risk-removal section instead of adjectives.
Stack of delivery
What it was built and measured with.
What changed
The numbers that moved.
From a 6 out of 100 audit with no site, to 19 live pages
Mobile performance score, homepage
Accessibility score, every page checked
Pipeline stages in the CRM
In their words
“I had eight years of work on Instagram and nowhere to send anyone. Now people see the projects and ask for a consultation.”
Owner, Larkspur Outdoor Living
Next project
Glenrose Animal Hospital
Ready to break ground?
Start with the free audit, or book a 30-minute call. Either way you leave with something useful.