The site was filtering out the good jobs.

The business was six years old, well reviewed, and running a website built by a relative in an afternoon. It worked in the narrow sense. It loaded, it had a phone number, and it had a photograph of a lawn that wasn't theirs.

The owner's actual complaint wasn't about looks. It was the calls. Most enquiries were for jobs outside the service radius or for work the crew had stopped taking two seasons earlier. Every one of those still cost fifteen minutes on the phone.

The first thing was to say where they work. Not a vague region, the actual towns, listed. The second was to say plainly which jobs they take and which they don't, which felt uncomfortable to write and turned out to be the single most valuable thing on the site.

After that it was ordinary craft. Real photographs of their own work, taken on a phone and better for it. Prices given as ranges rather than hidden behind an enquiry. A page that loads in under a second on a truck's data connection.

Two emails of questions, then I built the whole thing on a temporary address and sent it over. Nothing had been invoiced at that point. The owner went through it on a phone in a truck and sent back a list of eleven corrections, most of them wording, all of them right.

Revisions took four days. Then the domain got pointed at the new site with the email kept intact, which is the step that usually breaks when it's handled by someone who does it rarely.