Sample sites
Five trades. Five designs with nothing in common.
A physio clinic calming somebody in pain and a workshop proving it knows what it is doing are opposite jobs. Build both from one template and you have shown the visitor your template. So here are five, each with its own palette, typefaces, layout and voice — and not one line of styling shared between them.
Every business below is made up, including the prices, the staff and the reviews. The phone numbers come from the range reserved for drama, so nothing here can ring a real person.
Mechanic
Hoist & Hammer Automotive
Industrial, heavy and unfussy. Built to say “we know what we are doing” before a word is read.
- Art direction
- Workshop steel. Near-black charcoal, hazard orange, a hard diagonal stripe, condensed type set tight and loud. No rounded corners anywhere — nothing on this page is soft.
- Type
- Archivo Black + Barlow Condensed
- Built to
- Get a booking for a logbook service without a phone call.
Physiotherapy clinic
Elmwood Physiotherapy
Quiet, airy and slow. Built to lower the heart rate of somebody in pain who is deciding whether to ring.
- Art direction
- Clinical calm. Sage and bone, a serif that reads as careful rather than clever, generous whitespace, soft rounded cards, and not one exclamation mark on the page.
- Type
- Lora + Karla
- Built to
- Get an appointment booked by somebody in pain, with no friction.
Café and roastery
Ninth Street Roasters
Editorial and warm. Built like a food magazine, because that is what people want from a café before 9am.
- Art direction
- Food editorial. Cream paper, terracotta and olive, a high-contrast display serif at magazine scale, asymmetric photo blocks, and the menu set as typography rather than a table.
- Type
- Playfair Display + Work Sans
- Built to
- Get somebody in the door this morning, and sell beans to the ones who cannot come in.
Hair salon
Maison Verrier
Fashion-editorial and expensive. Built so the price feels like the point rather than the obstacle.
- Art direction
- High fashion. Near-black and blush, a thin high-contrast serif with wide letterspacing, an asymmetric editorial grid, oversized imagery and almost no interface — the restraint is the product.
- Type
- Cormorant Garamond + Jost
- Built to
- Get a new client to book a colour appointment at full price.
Electrician
Verity Electrical
Utilitarian and reassuring. Built around the two things an emergency caller needs: licence number and phone number.
- Art direction
- Trade utility. Deep navy and high-visibility yellow, a condensed sans doing all the work, hard-edged badge blocks, a licence number in the header, and the phone number never further than a thumb away.
- Type
- Anton + Barlow
- Built to
- Get the phone to ring inside thirty seconds of the page loading.
What would yours look like?
Not like any of these. The free audit comes back with a direction for your trade specifically — what the site needs to do, who it is talking to, and what that should feel like.
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