What the owner needed
One person does all the work. He mows, edges, trims and clears snow across seven towns, with no office and no crew. He had no reviews online yet and no numbers to show. What he needed was simple. A homeowner finds the site on a phone and sees that he is local and real. Then they call, or leave an address so he can come look at the yard. That set the rules. Two working pages, one job, and nothing on them he couldn't back up.
What's above the fold and why
The header has the logo, four links (Services, About, Service Area, Contact) and his phone number in the top right as a tap to call link. The header stays fixed while you scroll, so the number never leaves the screen.
The hero opens with a short line, "Est. 2026 · Sheboygan, WI", so the first thing a visitor reads is the town. The headline is "Quietly kept lawns & landscapes." Under it, one paragraph in his own voice says what he does and that he mows forty properties a season by hand. Two buttons follow: "Request an estimate" jumps down to the short form, and "See what I do" scrolls to the services.
On desktop the hero background is a looping video of fresh mower stripes. On a phone the video is hidden and a still photo loads instead. The phone visitor is the one most likely to be on a weak signal.
How the homepage is organized
- Services: four cards for Lawn Care, Landscaping & Install, Mulch & Cleanups and Snow Removal. Each card's "Learn more" link goes to the contact page with that service already checked, since there are no service pages to send people to yet.
- About: "Your neighbor who takes lawns seriously." Two short paragraphs written as "I", signed "DB" in a handwriting face. The portrait is a labeled placeholder until he has a real photo taken. We don't put a stock photo or an AI face where a real person belongs.
- Process: three steps, Request, Quote, Schedule, with his promise of a price within one business day.
- Service area: the seven towns he covers, listed by name, next to a drawn map of Sheboygan County with a 20 minute radius around the city.
- Estimate form: three fields, right on the homepage.
- Final call to action: a full width lawn photo and one button, "Get your custom quote".
- Footer: phone, email, the services, the towns, a privacy link and the line "Locally Owned & Operated · Free Estimates".
The contact path
There are two ways to ask for an estimate, and they land in the same inbox. The short form on the homepage asks for name, property address and phone, because that is all he needs to drive by and quote. The full form at /contact adds email, best time to reach you, checkboxes for which services you want, and a notes box. Next to the form sit his phone number and hours, Mon to Sat, 7 a.m. to 7 p.m., for anyone who would rather call.
Both forms post to one route. It checks a hidden honeypot field that only bots fill in, verifies a Cloudflare Turnstile token and validates every field. Then it sends one email through Resend to his inbox, with the subject "New lead from dblawnlandscape.com" and the sender's email set as reply to. If sending ever fails, the error shows his phone number so the visitor still has a way through.
What we left out on purpose
- A trust strip with "500+ lawns" and "5 star rated". The design had one. He didn't have those numbers, so it isn't on the site.
- A photo gallery. It waits until there are at least four real before and after photos. A gallery of stock images reads as abandoned.
- Reviews. Same rule: they go up when there are real ones.
- Service detail pages and a page per town. Both are planned, and both need content he doesn't have yet.
- An email follow up sequence. Planned for later.
Type and color
Headlines are set in Bodoni Moda, body text in Source Serif 4, buttons and labels in Inter Tight, all hosted on the site itself. The page sits on a cream background with one hedge green used for buttons, links and the map pin. The look is meant to read like a well kept yard: quiet and tidy.
See what we build for other home service businesses Websites for home services.