A complete digital identity, booking UX, and multi-service local growth strategy for a residential home services company competing against national franchises with the only weapon that matters: showing up and doing it right.

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01 — Brand Background

A Trades Company Built on the Reputation Nobody Writes Down

Groundwork Home Services was founded in 2010 by Marcus Webb, a second-generation tradesman who spent his twenties working as a master electrician before branching into plumbing and general home maintenance. His motivation was simple: he was tired of watching homeowners get overcharged and underserved by a trade industry with no accountability mechanism.

Over fifteen years, Groundwork expanded from a solo electrical service into a full multi-trade operation covering electrical, plumbing, HVAC, carpentry, painting, and handyman services across the Greater Denver Metro area. The company employed 24 technicians, held an A+ BBB rating, and had accumulated over 680 Google reviews averaging 4.8 stars. Word of mouth was Groundwork’s only marketing channel.

But word of mouth had a ceiling. National franchise brands were buying local Google Ads aggressively. Marcus needed a digital presence that could replicate, at scale, what his reputation did in person: communicate reliability and accountability before a single call was made.

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02 — Services

Six Trade Divisions. One Accountable Team.

Electrical Panel upgrades, EV chargers, outlets, safety inspections Licensed	Plumbing Leak repair, water heater, drain clearing, fixtures Licensed	HVAC Seasonal tune-ups, filter replacement, diagnostics Certified	Carpentry Deck repair, door hanging, trim, custom built-ins In-house
Painting Interior & exterior, colour consulting, prep In-house	Handyman Flat-pack assembly, tile, caulking, odd jobs Same-day	Home Plans Monthly subscription — 2 visits, priority booking New	Emergency 24/7 call-out for electrical faults, burst pipes, HVAC 24/7

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03 — Business Challenges

Eight Trucks on the Road. Zero Digital Presence Worth Mentioning.

Challenge 01 A Website Built in 2016 7.2-second mobile load. Non-responsive on modern phones. Last updated 2019. A stock photo of a smiling man holding a wrench. Communicated nothing of Groundwork’s actual standards.	Challenge 02 No Online Booking Every booking required a phone call during business hours. 58% of traffic arrived after 6pm — the exact window competitors with 24/7 online booking captured the decision.
Challenge 03 Scattered Local SEO Four separate Google Business Profile listings existed — two claimed, two unclaimed, all with different addresses and hours. Suppressing local rankings and confusing Google’s algorithm.	Challenge 04 Reviews Not Working 680 five-star reviews existed but none were embedded on the website. No video testimonials, no before/after photography. The most powerful trust asset in the business was entirely absent from the digital touchpoint.
Challenge 05 No Service Area Pages A single website served Denver, Boulder, Colorado Springs, and 40 surrounding suburbs — but no geo-targeted content for any of them. Every location-specific search returned competitors with dedicated city pages.	Root Diagnosis Trust Exists. Digital Proof Doesn’t. Groundwork had earned the trust of every customer who ever used them. The crisis was that this trust was invisible to anyone who hadn’t. Every challenge was a version of the same problem: a business that had never learned to show what it had earned.

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04 — Discovery & Research

15 Years of Five-Star Service, Captured and Quantified

Discovery ran across 16 days and included competitive audits of 14 home service businesses, qualitative interviews with 12 long-term clients, a full local SEO and citation audit, review sentiment analysis across 680 Google reviews, and a 6-month session recording analysis.

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05 — Strategy

Six Pillars. One Positioning: The Home Services Company You Can Trust With Your Keys.

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06 — Creative Direction

The Anti-Contractor Aesthetic. Craft as the Visual Language.

The home services industry is saturated with bold primary colours, tool imagery, and construction fonts. Groundwork’s identity would be built around the same qualities that define its work: precision, warmth, and the quiet confidence that comes from knowing you do it better than anyone.

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07 — Design Process

From Problem to Production-Ready in Five Stages

Stage 01 Discovery & Audit GBP audit, competitor analysis, session recordings, client interviews. All 4 duplicate GBP listings identified.

Stage 02 Wireframes 8 page templates. Booking flow reduced from 6 steps to 3. Service-area template wireframed for 42 instances.

Stage 03 Visual Design Hi-fi Figma across all templates. Technician profile template built week 5. Booking flow approved week 6.

Stage 04 Prototype & Test Tested with 6 users. Service selector redesigned. Emergency CTA moved to navigation after testing.

Stage 05 Build & Launch Webflow + Jobber integration. Lighthouse 96/100. GBP consolidated. Phased launch across 3 weeks.

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08 — Trust Architecture

Trust Signals Built Into Every Page, Every Interaction

Background checked Every technician verified before their first job. Badge shown on each profile.

4.8★ · 680+ reviews Google Reviews embedded live on homepage and every service page.

Named technician Know who’s coming before they arrive. Photo, name, and rating in confirmation SMS.

30-min arrival SMS Automated text when technician is en route. No more waiting all morning.

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09 — Deliverables

Twenty-Two Deliverables. The Complete Operational Stack.

Logo suite (primary, reversed, monogram, vehicle lockup), colour system, typography scale, brand voice guide, 32-page brand standards PDF. Vehicle livery specification for 8-truck fleet. Workwear embroidery brief.

Home, About, Meet the Team, 8 service division pages, 42 service-area landing pages (6 services × 7 Metro suburbs), Blog, Reviews, Home Plans subscription, Emergency, and Contact. Webflow CMS.

3-step booking flow integrated with Jobber. Service selector, date/time picker, technician auto-assignment, SMS confirmation with technician profile, 30-min arrival notification. Available 24/7.

Individual pages for all 24 technicians: portrait photography brief, service specialisms, certifications, years with Groundwork, and a personal quote. Background check verified badge on each profile.

6 service types × 7 key Denver Metro suburbs. Each 1,800+ words with local context, service pricing range, local review quotes, and area-specific schema markup.

4 duplicate listings merged into 1 verified, optimised profile. Service area radius set. All service categories populated. 60 project photos uploaded. Q&A seeded with 30 common questions.

Jobber-triggered SMS sent 2 hours post-completion with personalised message and direct Google Review link. Monthly review velocity report for Marcus.

12-month editorial calendar targeting homeowner question searches. 10 foundational articles (1,500–2,200 words), each written to convert readers into booking enquiries.

Facebook and Nextdoor as primary platforms. 64 Canva templates across 4 content archetypes. 90-day launch calendar. Nextdoor Business Page for all 7 service suburbs.

Facebook and Nextdoor as primary platforms. 64 Canva templates across 4 content archetypes. 90-day launch calendar. Nextdoor Business Page for all 7 service suburbs.

GA4 with full goal tracking, Google Search Console, Looker Studio dashboard, and CallRail call-tracking integration to measure offline conversion from organic traffic.

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10 — SEO Optimisation Assets

Local Search Architecture Built to Own Every Suburb

Home services SEO is won at the hyper-local level. A homeowner searching “plumber Aurora CO” at 9pm is 40× more likely to book than one searching “plumbing services”. Every page in the Groundwork architecture targets that specific, conversion-ready intent.

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 11 — Expected Outcomes

Projected Impact — 3 to 12 Months Post-Launch

All projections are estimates based on published benchmarks for comparable home services digital transformation projects in competitive US metro markets. These are expected outcomes — not actual results.

“Angi and HomeAdvisor can buy the lead. Groundwork can earn the relationship — if homeowners can actually find them when they search.”
— Creative Strategy Brief, Groundwork Home Services

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A Business That Did the Work. Now the World Can Find It.

Groundwork Home Services represented one of the most common and most addressable briefs in local business: a company that had earned an exceptional reputation through fifteen years of excellent work, but had never built the digital infrastructure needed to turn that reputation into a scalable acquisition engine.

The project demonstrates the defining challenge for established trades businesses competing in the digital era. National franchise brands have one structural advantage: digital visibility. They have no advantage in quality, accountability, or local knowledge. The only way a business like Groundwork loses is if a homeowner searches at 9pm, can’t find them, and books whoever appears in the local pack instead.

The identity system, online booking infrastructure, 42-page local SEO architecture, review automation, and social content strategy built for Groundwork address that vulnerability directly — creating a digital presence as reliable and accountable as the technicians who deliver the work.

Portfolio disclosure: Groundwork Home Services is a fictional brand created for concept portfolio purposes. All personas, data, SEO assets, and expected outcomes are illustrative projections — not actual results.