Home services — creative brief
The category
Residential trade-services brands — HVAC, locksmith, plumbing, and electrical. The kind of company a homeowner calls when something is broken, hot, cold, leaking, locked, or sparking. One number, one truck, one trusted technician.
The audience
Homeowners with broken or aging systems. They're not shopping the trades for fun — they're stressed and want a fast answer, an honest price, and a technician who doesn't talk down to them. They trust reviews, neighbors, and trucks they've seen around the block.
The voice
- Direct, never pushy
- Reassuring, never patronizing
- Local, never corporate
- Specific about pricing, response times, and warranties — never vague
We talk to homeowners like a neighbor with a license, not a call center.
What we're exploring
Four trade-specific landing pages that share a structural skeleton (sticky nav, full-bleed hero, service-area grid, why-us, stats, services, reviews, financing, footer) but each has its own brand identity:
- HVAC — Heatwave HVAC. Signal red on deep navy. Cloned structurally from nexgenairandplumbing.com and hvacmesa.net.
- Locksmith — Keystone Locksmith. Caution yellow on jet black. Security and trust angle.
- Plumbing — Mainline Plumbing. Cobalt blue on cream. Calm, water-forward.
- Electrical — Voltline Electric. Electric orange on charcoal. Power and energy.
Each template hand-rolls its own _components/ folder with custom section components — no shared blocks across trades. The structural pattern is similar but every visual decision (color, icons, copy, imagery) is trade-specific.
The asks
- Pick a trade and tell us what's working / what isn't.
- Tell us what's missing — pricing, financing, service-area pages, license proof, contact form.
- Tell us if any trade should diverge structurally (different sections, different order).
What stays the same across all four
- Sticky nav with brand wordmark, phone number, and a primary CTA
- Hero with a star-rating trust pill, a poster headline, and two CTAs
- Service-area grid with four neighborhood cards
- Three-column "why us" features
- Four-stat trust strip
- Six-card services grid
- Three-column reviews
- Financing CTA card
- Multi-column footer with locations
- Composed of hand-rolled components in each template's local
_components/ folder
- Archivo Black + Plus Jakarta Sans typography (both Google fonts)
Reference sites