00Showroom
We built six complete websites. Open the one closest to yours.
None of the six companies are real. We invented an emergency plumber, a private dental practice, a roofer, a sales consultancy, a solar installer and an aesthetics studio, then designed and built each one's website in full. Everything on them works: fill in the forms, move the sliders, read the prices.
Most agencies show you screenshots of somebody else's site, or a wall of logos you cannot check. We would rather you spent five minutes using a finished website in a trade like yours and judged it yourself. Client work is either not ours to publish or not there yet, so we built the proof instead and label it honestly.
What these are
- Six finished websites, designed and built by us.
- Working, not pictures. The forms, maps and calculators all run.
- Six different designs. Not one template with the colours swapped.
What these are not
- Client work. No real company appears anywhere in the set.
- Real prices, real reviews or real customer records. All of it is invented.
- Proof of a result. We are not claiming these won anybody a single job.
- 06Websites built
- 06Sectors
- 06Separate designs
- 00Templates reused
01The set
Someone with a burst pipe needs a different page from someone buying a roof.
So no two of these share a layout. A template shop builds the same page every time and changes the colours and the photographs. We start from what the visitor is trying to do, and let the page follow that.
01AQUA/01aqua01.co.uk
At 2am nobody reads your homepage. They want a price and a time.
When a pipe bursts at midnight, nobody reads an About Us page. They want to know somebody will come, roughly when, and roughly what it will cost. So this site opens with the job form instead of a headline, puts the call-out rates in public, and tells you when to ring the gas emergency line instead of a plumber.
- Layout
- A job form at the top, then the answers underneath it.
- Try this
- Choose what has gone wrong and type in a postcode. The page works out how urgent it is, whether the area is covered and when someone could get there.
Precision PlumbingGreater London
02LUMA DENTALlumadental.co.uk
Nervous patients do not need a sales page. They need their questions answered.
A private practice does not lose patients to the practice down the road. It loses them to another year of putting it off, because of the money and the fear. So this site is written as the letter a nervous patient wishes they could read first: fees in a plain table, and the embarrassing questions answered before anyone has to ask them.
- Layout
- Written as a letter, with a contents list you can jump around.
- Try this
- Read the fees table and the awkward questions. Both say the things a practice website normally leaves for the phone call.
Private DentistryMarylebone, London
03NORTH/ROOFnorthroof.co.uk
Nobody can judge roofing work from the ground, so the site shows the working.
Somebody spending five figures on a roof is buying something they cannot see and cannot check, usually with two other quotes on the table. So this site is built like the survey report the winning contractor hands over: everything drawn and labelled, including a record of the jobs that went wrong and what was done about them.
- Layout
- Bound like a survey report: contents down the spine, numbered pages.
- Try this
- Open the roof cutaway and the exposure map. Both are drawn and labelled, which is something a photograph cannot be.
Roofing & ExteriorsNorth West
04CLOSER/COcloser.co
You cannot out-pitch someone who sells for a living. Let them run the numbers.
This buyer sells for a living and has already sat through the same pitch from three other firms. So the site does not pitch. It hands them a model of their own sales figures, shows which stage is actually losing the money, and lets them argue with the arithmetic instead of with us.
- Layout
- A numbered working paper with a calculator running through it.
- Try this
- Type your own sales figures into the box at the top. Everything below recalculates, including where the model says the money is being lost.
Revenue ConsultancyUK & remote
05HELIO HOUSEheliohouse.co.uk
Everyone advertises a savings figure, so nobody believes any of them.
Every installer advertises a savings number, which is why the numbers have stopped meaning anything. This site shows its working instead: five inputs, a chart of what the roof makes against what the house uses during a day, a payback figure that moves as you change things, and a full list of every assumption it made to get there.
- Layout
- A quote sheet that stays beside you and recalculates as you read.
- Try this
- Change the roof, the direction it faces, the electricity you use and the tariff. The savings, the payback and the kit list all move. Then read the list of assumptions at the end.
Solar InstallationNationwide
06FORM/STUDIOformstudio.london
What this studio refuses to do sells better than any gallery of results.
This market is full of before-and-after grids and instant booking, and both work against the thing a practitioner-led studio is actually selling: an opinion about what not to do. So this site opens with a question, publishes the work the studio turns away, and never shows another person's face.
- Layout
- Laid out like a magazine spread, with a lot of space in it.
- Try this
- Pick a concern at the top, then read the list of work the studio declines. The refusals are the argument.
Aesthetics StudioChelsea, London
02The limits
What these six cannot show you.
They show that we can design and build. They cannot show the half of the job that only exists once a real business is plugged into it, so they do not pretend to. Here is exactly where the demonstration stops.
- The information
- Made up for the page
- Your own jobs, customers and prices
- Enquiries
- Nothing is sent anywhere
- Lands in your inbox, your CRM and your diary, with a name against it
- Your other software
- Nothing is connected
- Connected to what you already pay for, permissions agreed first
- The words
- Written by us to make a point
- Written with you, about what you actually do
- Reporting
- None
- Enquiries, calls and jobs, against numbers agreed before we start
The right-hand column is where most of the time and most of the cost goes. It is also the part that stops enquiries getting lost. See how a job runs, stage by stage.
03Next