HVACFictional heating and cooling contractor · Texas, United States · by Dhruv Mohapatra
Letting homeowners say what’s wrong in one tap
A heating and cooling contractor whose homepage talks about the company’s history when customers arrive thinking about a house that is too hot.
Mock case study. The business is fictional, and its “before” website was built by Loomino to show problems common on local trade websites. Names, logos and phone numbers are placeholders. No real client or results are involved: this shows design judgement, not a client outcome.
01 · The “before” website
Where it started
02 · What gets in the way
Three problems
- 1
The headline describes the company, not the problem
“Quality comfort solutions since 1998” tells the visitor nothing about whether their broken system can be looked at today.
- 2
Booking requires a long generic form
A nine-field form where every field is required, with no indication of when someone will respond, is the only way to get in touch — and it is the same for a breakdown and a tune-up.
- 3
Maintenance plans are hidden
The contractor offers annual maintenance agreements, but they are only mentioned in a PDF linked from the footer.
03 · The redesign
Redesigned hero, desktop and mobile
The redesign opens with three plain choices — no cooling, no heat, routine service — each leading straight to the right contact step.
04 · Design decisions
Why it looks the way it does
Start from the symptom
Three large, labelled choices let homeowners describe their situation in their own terms. Each choice sets the right expectation about response time.
Short form, clear promise
Name, phone and ZIP code only. The button states what happens next, and the reply window sits directly beneath it.
Maintenance plan brought onto the homepage
A calm, separate section explains the plan in three lines, so repeat business isn’t left to a footer link.
05 · Page architecture
Proposed site structure
Home
Triage by symptom
- Hero with symptom choices
- Repair, replace or maintain
- Maintenance plan
- Service area
- Reviews from Google Business Profile
- Financing note
Cooling repair
Urgent summer searches
- Common faults
- What a visit includes
- Book a visit
Heating repair
Urgent winter searches
- Common faults
- What a visit includes
- Book a visit
Maintenance plan
Recurring revenue
- What is covered
- Price and terms
- Sign up
Contact
Every contact method in one place
- Booking form
- Phone and hours
- Service area
06 · Measured results
Performance and accessibility
Lighthouse scores for the concept implementation, not the original site.
mobile
- Performance
- 100
- Accessibility
- 100
- Best practices
- 100
- SEO
- 63
SEO: The only failed SEO check is the noindex tag, set deliberately so concept pages are never mistaken for a real business in search results.
Lighthouse 12.8.2, production build served by Cloudflare Pages dev server, mobile emulation with simulated throttling · 15 September 2026
desktop
- Performance
- 100
- Accessibility
- 100
- Best practices
- 100
- SEO
- 63
SEO: The only failed SEO check is the noindex tag, set deliberately so concept pages are never mistaken for a real business in search results.
Lighthouse 12.8.2, production build served by Cloudflare Pages dev server, desktop preset · 15 September 2026
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