Always Busy Shop

Andy handed over a list of about 20 services. Instead of overwhelming visitors with all of them, I had him pick his three biggest moneymakers. Those became the three main service cards, with related work grouped inside each, and I listed the smaller or rarer services in a compact group underneath. A visitor finds their problem fast, and the services that matter most to the business get the emphasis.

I'm proudest of this section: it turns a raw list into a page that communicates every service, spotlights the ones that matter most, and makes Andy's site easier for customers to find when they search for a service they need.

Photo grids get skipped over, and it's often hard to tell what a picture shows. Wherever Andy's photos allowed it, I paired before and after shots in a clean layout, and I built a restoration section that walks a John Deere 3010 from arrival to finished product. A visitor who has never used these services can still see the difference and what Andy can do. For a repair business, this is the highest-converting imagery there is: a customer sees their own broken equipment in the before, and what it could become in the after.

I sifted through nearly every photo the business had, touched up the usable ones in Photoshop, and organized them so the pictures tell a story and add legitimacy to the website.

This was a brand-new business, so the work covered more than a website. I created the logo, chose the company colors, and worked with Andy and Sara to figure out what the site needed to do. Building a brand from scratch takes more effort than restyling an existing one, but it gave the business a foundation to grow on.

The first mockup pointed one direction, friendly on its own, and the conversation after it showed they wanted friendly mixed with professional and premium. Colors and fonts shifted to match.

The copy carries Andy's voice throughout. He enjoys fixing things and learning new skills when a job calls for it. Lines like "we take on just about any job, even when it means learning something new" tell customers to bring him any problem, because he figures out what he doesn't already know.

From the start, Andy and I agreed that phone calls turn into better leads than emails, and he's available every day into the evening. The call button appears throughout the site instead of funneling everyone through a form. The contact form is still there for people who prefer it, and receiving those emails costs the business nothing.

Every image on the site carries descriptive alt text. Search engines can't see pictures, so labeled images tell Google and AI tools what the business does, and that lifts where it shows up. The site also names the 30+ towns in the coverage area: when someone searches "tractor repair Watertown," having that service and that town on the page puts the business in the top results.

The hero leads with mobile service, because "we come to you" is the part of the business customers look for. Within the first 10 seconds on the homepage, a visitor can tell what the business does, where it works, and why to trust it.

Andy also sells refurbished equipment, but it isn't a flagship part of the business. Building a full store into the site would have taken far more time and money, so instead the site links the listings to his Facebook Marketplace page, where buyers already shop. Testimonials round out the trust story: people buy from businesses other people vouch for, the same reason you skip the 3.6-star product on Amazon and buy the 4.4.