Demonstration builds · rungs 01–03
All three demos are live · click into any one
Built, not mocked up. Open any one.
Three demonstration builds you can click into right now, one for each tier, laid out as a ladder from a single presence page up to a full premium showcase. Every rung designed, written and built by me. The trades are where this standard got proven. Whatever you run, it is the standard you get.
03 Alder & Oak
02 Northline
01 TrueLine
Real screenshots · the three builds below
Drag to compare
The site you're replacing, and the one that replaces it.
Pull the handle across. On the left, the shape of what I keep finding when I pull a local trades site apart. On the right, the TrueLine demo from the ladder below — a build you can open in a second.
- Drain Cleaning
- Water Heaters
- Sump Pumps
- Faucet Repair
- Free Estimates
- Photo Gallery
- Coupons
- Sign Our Guestbook
Welcome to our website!
Thank you for visiting Acme Plumbing & Drain Co. We have proudly served residential and commercial customers throughout the region for over thirty years. Please feel free to browse our site and learn about the many services that we are able to offer you. For a free estimate, kindly telephone our office during regular business hours and one of our friendly staff members will be happy to assist you.
Call: (555) 010-0148
Office hours: Mon–Fri, 9:00am to 5:00pm
*** NOW HIRING — APPLY IN PERSON ***
The left half is an illustration, not anybody's website. I built it here out of the things a teardown actually turns up on a dated trades site: type sized for a desktop monitor, a banner stretched out of shape, a phone number printed as plain text, and a copyright that stopped updating in 2011. The business, the number and the visitor count are invented. The right half is the TrueLine demo — invented business, real build, live on this site.
What changes isn't the styling. It's that the phone number is a link, so a thumb taps it instead of copying it onto the back of an envelope. The page opens at a readable size on a phone, so nobody gives up halfway to your number. And the first thing anyone reads is what you do and what it costs, instead of a welcome message.
That's the whole gap: someone calling you, or someone going back to the search results and calling the next name down.
Ask me what I'd change on yoursThe gallery · three rungs
Climb it, and picture your business on the rung that fits.
One demo per rung, from a single presence page to the full editorial showcase. Open any one and click through it exactly like a customer would.
Every one hand-built and shipped by one person. The businesses behind them are invented, so nothing here is a real client or a real result — the sites themselves are real, live and clickable.
- Business
- Emergency plumber
- Built as
- One-page presence site
- It now
- Turns a 2am panic into a booked call
- Business
- HVAC contractor
- Built as
- Multipage working site
- It now
- Explains the rebate, books the estimate
- Business
- Design-build renovation
- Built as
- Premium showcase site
- It now
- Sells the craft with a before/after
Every site on this page was built the same way as everything I make: by hand, one piece at a time.
Whatever you run
These three are trades. What carries over to your business.
A plumber, an HVAC shop, a renovator. Different worlds, same four things under the hood. Whatever kind of business you run, this is what every build gets.
- 01 Speed Loads before they leave Hand-built and lean, so it opens fast on a phone in a driveway rather than crawling like a template stuffed with plugins.
- 02 Booking Books the job, built in A call, a quote request or a booking on every rung. The point of the site is the next customer, not a brochure.
- 03 Mobile Built for the thumb first Most of your customers arrive on a phone. Every build is designed there first and then scaled up, never the other way.
- 04 Approve-first You sign off on it all Nothing ships without your yes, and the operator who built it is the one who answers when you call.
Three build sizes
How the work above maps to a price.
You pay once to build it, then a small monthly to keep it hosted, secure and edited when you ask. Every size is designed, written and looked after by me. What changes is how many pages you need, and whether the site should answer questions and take bookings on its own.
then $70/mo care plan
A single page that says what you do, who it is for, and how to reach you. The TrueLine demo is this size.
- One polished page, custom built
- Contact rows to your phone and email
- Hosting, DNS and SSL handled
- Domain registered in your name
- No AI chat and no booking form at this size
then $90/mo care plan
Up to eight pages that answer questions and take bookings while you are on a job. Northline and Alder & Oak are this size.
- Up to eight pages, custom branded
- AI chat assistant included, in writing only
- Booking or quote request flow
- Review request engine
- Every reply waits for your approval
then $90/mo care plan
The whole thing, for a business where the way it looks is part of what it sells. Alder & Oak is this size.
- Everything in the working site
- Every visual variant and the signature motion
- More pages, laid out editorially
- Launch kit: logo and social assets
- Restaurants get menu, hours and reservations
Rung 04 · not built yet
The fourth rung is empty.
The three above are invented businesses, and the page says so wherever they appear. This rung is reserved for the first real one. Tell me about yours and I'll tell you, honestly, which size fits and what I'd build first. No pressure, no contract to start.
04/ Your business here