For Nicholas, Jayleen and David
Three directions. Same site underneath.
You said the format and concept work. This is the part where you choose how it looks. Each of these is the real home page with the real content — only the token layer changes, which is exactly why picking one is an afternoon rather than a rebuild.
Design A
Warm Editorial
The build as it stands
Cream paper, a serif with real personality, and one confident red. Reads like a company that has been here twenty years and does not need to shout. Highest contrast with everything else in the market — every competitor in MetroWest is blue-and-white or grey-and-orange.
Best if the positioning is craft, longevity and premium pricing.
Open Design A →Design B
Contractor Bold
Closest to the site you liked
Charcoal and warm tan, heavy condensed headlines, photography running edge to edge. This is the direction Tino's is pointing at — but executed with the type and spacing discipline their build does not have. Loud, high-contrast, reads as capable and busy.
Best if the plan is volume: more jobs, faster close, heavy paid traffic.
Open Design B →Design C
Clean Modern
The quiet, expensive-looking one
White, deep navy, one signal color and a great deal of air. Geometric sans throughout, generous spacing, photography given room to breathe. Looks like an architecture practice rather than a trade — which is exactly the point in Weston and Concord.
Best if the target is higher-value work: whole-house exteriors, historic homes, design-led interiors.
Open Design C →How to look at these
Ignore the words — they are identical on all three. Look at four things instead:
- What does it say about price? B reads busier and more competitive. C reads more expensive. A reads established. Your website should agree with what you charge.
- Who is it talking to? A Weston whole-house exterior and a Framingham two-room interior are not the same customer, and the two do not respond to the same design.
- Does it look like everyone else in MetroWest? We looked at eighteen competing sites. They are overwhelmingly blue-and-white or grey-and-orange. All three of these avoid that, but A avoids it hardest.
- Will it still look right in three years? This is the one people forget. The last site was rebuilt because it aged, not because it broke.
Mixing is allowed
These are not sealed packages. “C’s spacing and roundness with A’s colors” is a perfectly good answer, and so is “B, but drop the uppercase headlines.” Tell us what you want in whatever words you have and we will show it to you rather than debate it.
What is not changing
Whichever direction you pick, the substance stays: the estimate tool, the published prices, the 30 town pages, the guides, the Color Studio, the reviews page with the criticism on it, the accessibility record and the page speed. The design is a layer over that, not the thing itself.
A note on fonts: all three variants self-host and subset their type the same way — Archivo for B at 19 KB, Manrope for C at 21 KB, against 34 KB and 24 KB unsubset. Nothing here calls out to Google. That discipline is worth about 60 KB on every first visit and it is a large part of why this site scores 99 on Google’s own speed test rather than 92.
Everything else on the list
From your note, plus Jayleen’s:
- Color visualiser — built, and it is here. Free, no email gate, real Benjamin Moore and Sherwin-Williams colors.
- Videos on the landing page — done, using your own YouTube channel. On the home page and the reviews page.
- Multiple calls to action as you scroll — eighteen on the home page, plus a header that follows you down with the phone number in it.
- Lead-safe certificate — Jayleen’s answer changed a page. See what and why.
- Pricing — answered on the pricing page.
Walking through page by page
You mentioned wanting to go through each page and make edits. That is the right next step and it is quick — every page is editable in the normal WordPress editor, and we can sit on a call and do a dozen in an hour.