Context
Why the site had to convert on its own
SD Softwater is a water softener installation business I founded in San Diego. It runs on a deposit-based subcontractor model, with no sales team and no storefront, so the website had to convert visitors into leads on its own.
The visual identity uses a San Diego skyline to signal that the business is local. The type and color are meant to read as professional without looking corporate, and the layout is built for mobile, where most of these searches happen.
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Design Decisions
Why the form is at the top
The San Diego skyline image signals that this is a local business. Customers searching for local services generally prefer a local provider.
Putting the form above the fold runs against the usual pattern of placing it after several sections of copy. Someone searching for this service has already decided they need it, so the form should be the first thing available.
Business Model
How the business model works
The business takes a deposit from the customer upfront, then subcontracts the installation to a licensed plumber. The margin is the difference between what the customer pays and what the subcontractor charges.
Because of that, the conversion rate is the main variable I control. The headline, the form placement, the trust signals, and the mobile layout all feed into it.