Home Services Website Solution
Merging Strategy and Design to Redefine Local Home Service
The digital overhaul for Prime Plumbing required a sophisticated, multi-layered approach to maximize local market acquisition throughout Central Maryland. Serving as the Senior Designer, I led the user experience and design strategy in a tight, highly collaborative partnership with the consultants at Tilted House. The objective was to engineer a responsive, enterprise-grade web platform built specifically to support high-performance conversion rate optimization (CRO), search engine optimization (SEO), and deep marketing attribution tracking. By auditing consumer behavior trends within the home services sector, we restructured the site’s information architecture to remove structural friction and rapidly funnel high-intent emergency traffic into direct, trackable conversion pathways.
From a technical layout perspective, the user interface was designed to cleanly isolate localized service siloes—such as specialized plumbing, drain, and septic offerings—while maintaining a unified brand system. I managed the design end of the project to ensure that complex event-tracking elements, automated booking modals, and analytics scripts were deeply integrated into the layout components without fracturing the visual interface or compromising load performance. The final asset functions as a visually polished, performance-driven lead-generation platform that aligns seamlessly with Tilted House's strategic consulting framework and maximizes Prime Plumbing's digital advertising ROI.
My Role
Design Leadership & Strategy
Stakeholder & Cross-Functional Management
SEO-Centric Information Architecture
SEO-Centric Information Architecture
Advanced UI & Visual Identity Systems
Scope
End-to-End Design Leadership: Managed the visual strategy and UX/UI execution, translating complex marketing consulting objectives into an intuitive digital product.
Cross-Functional Partner Collaboration: Co-led client alignment and strategy conversations in tandem with consulting partners Tilted House to merge business intelligence with design execution.
Conversion Rate Optimization (CRO): Formulated high-impact, mobile-first layouts featuring strategic call-to-action (CTA) placement and optimized emergency intake forms.
SEO-Centric System Architecture: Structured template hierarchies for multi-county localized landing pages, ensuring clean organic scalability across the greater Baltimore region.
Tracking & Attribution Integration: Engineered component layouts designed to seamlessly integrate advanced tracking scripts, dynamic phone number insertion, and user-behavior analytics.
Impact
Optimized High-Velocity Lead Generation: Delivered a fully responsive, mobile-first user experience that removes conversion friction, allowing stressed homeowners to book emergency services within seconds.
Seamless Data & Tracking Integrity: Constructed a clean, component-based layout structure that flawlessly accommodates tracking tags and performance analytics, providing full visibility into marketing attribution.
Cohesive, Premium Brand Positioning: Successfully elevated Prime Plumbing's digital presence above local competitors by replacing industry cliches with a highly sophisticated, trustworthy visual aesthetic.
Scalable Infrastructure for Regional Growth: Engineered a flexible design framework that allows the brand to effortlessly expand into new service lines and geographic markets while maintaining absolute brand equity.
Working alongside Tilted House on the Prime Plumbing project gave us a fantastic opportunity to redefine how a local service brand shows up online. The home services space is notoriously flooded with generic, hyper-aggressive templates that try to shout at the user with bright red banners and intrusive pop-ups. We wanted to take a completely different approach. The goal was to prove that a site designed to aggressively convert leads can still look incredibly premium, clean, and modern. By introducing a refined, high-contrast visual identity that leans into a professional palette, deep blues, and crisp typography, we created an immediate sense of reliability and modern authority the moment a page loads.
We anchored the creative direction heavily in user psychology, knowing that most visitors are arriving on the site while dealing with a stressful, urgent household issue. To counter that stress, the interface acts as a reassuring, intuitive guide. We designed clean, sticky navigation structures, highly visible yet non-obtrusive "Save Time, Call Prime" dynamic call-outs, and transparent, upfront offers like their "Free Second Opinion." By ditching stock-heavy cliches and designing human-centric layouts with deliberate whitespace, the site doesn't just look great—it feels trustworthy. It transforms a standard service transaction into an elevated customer experience from the very first click.