Here is what actually exists. Each thing labelled for what it is.

A project of mine. Not a client’s site.

01 — Something I built, and still run today.

Around fifty-nine pieces, each one a picture with a voice reading over it. I made it, I keep it running, and it is the clearest proof I can hand you of how I lay work out: images first, words second, nothing shouting.

It is mine, not a customer’s. I show it because there is nobody I would have to ask before showing it to you.

An example I built. Not a real business.

02 — What a $150 site actually looks like.

There is a real problem with being new: I cannot show you ten local businesses I have already done. So I built one properly instead, and I am telling you straight that it is made up.

Ridgeway Plumbing does not exist. I invented the business, the name, and the jobs. There are no reviews on it, because inventing praise for an invented company would tell you nothing. What is real is the work: the layout, how it behaves on a phone, and how the form reaches the owner.

A real client. In progress, and private.

03 — For an artist here in Los Angeles.

That is all I am going to say about it, and that is the point.

It is not finished and it is not public. There is no name here, no pictures, and no link. Whether it ever appears on this page is their decision, not mine, and they have not made it.

When your site is being built, the same rule covers you. Nothing of yours goes on this page unless you tell me it can.

The walk-through below uses made-up example content.

04 — From first draft to live, you can see it.

Some builders call this a client portal. It is a private page you reach by signing in with your email, so nobody else can open it. Here is what is on it, in the order you meet it.

Your site — Ridgeway Plumbingin progress · day 4

Check what we haveYour site so far, and every word written for it.

Add what’s missing2 GAPSThe things only you can tell me.

Michael is handling itWhat changed since you last looked.

An example. Not a real business.

RIDGEWAY PLUMBING☎ (213) 555-0142

A plumber who shows up when he said he would.

Drains, water heaters, leaks. Echo Park, Highland Park, Eagle Rock, and Glendale.

1

1A note on the van photo

Ray: “That’s the old van — I’ll send a photo of the new one this weekend.”

Michael: “Swap it the day the photo arrives. Everything else stays put.”

Add what’s missing · 2 gaps

Your license numberThe page shows a gap until you fill it — I do not invent it.

Photos of 2–3 finished jobsPhone shots are fine. I will tell you which angles the page needs.

Michael is handling it

TODAYSecond draft of your one page is up — the note on the van photo is answered.

TUEPrices section added from your list. Waiting on: license number, job photos.

MONFirst draft up. Wrote the headline and services from our chat.

You never have to learn a design word. If it feels wrong, that is reason enough.