GS Construction — a renovation contractor with a brand you can spot from the driveway
GS Construction renovates kitchens, bathrooms, decks and flooring, converts legal basements and finds water leaks, and its 17 Google reviews are all five stars. The old homepage had the right headline, 'Quality Renovations. Done Right.', over a dark evening photo of a deck, then a wall of paragraphs; the only button was a phone number. We kept the logo, built a carbon-and-signal-yellow system around it, and rebuilt the site as a path to a free estimate: a hero that sells the promise, six services with what's included, a four-step process, a project gallery, real Google reviews on the page and a short project form. Then we added the part that works while the crew is on a ladder: an estimate assistant that asks the right questions, books the on-site visit into a free slot and confirms it with a reference — every request lands as a lead with a notification, from the chat or the form.
The headline was good and the deck photo was real, but nothing under them helped a homeowner act: no service list with links, no estimate form above the fold, no city, no reviews on the page, and a dark hero that turned to grey on a phone. The logo was used at three different sizes on the same page and nowhere else in the business.
Showcase build. Renovation photography is illustrative until the crew's own project photos are supplied; reviews are quoted from the company's Google profile. The estimate assistant and form are live: requests are stored and confirmed through the Lead Key backend.
The website: Quality renovations. Done right.
Same headline, new job. A carbon hero on the real deck at golden hour, 'Get a free estimate' in signal yellow, the phone as a second button and the five-star Google rating in a card. Then a homeowner is walked from services to process to projects to reviews to the form — and never more than one tap from an estimate.
- Hero with the promise, three calls to action (estimate, call, assistant) and four proof points: written quotes, daily updates, clean site, final walkthrough
- Six services with photos and three inclusions each; 'Get an estimate' pre-fills the service in the form
- Four-step process — tell us, on-site estimate and written quote, build with daily photo updates, walkthrough and aftercare
- Project gallery with a lightbox, ready for the crew's own before-and-after photos
- Nine real Google reviews on the page, quoted verbatim, with the 5.0 summary and a link to the profile
- Estimate section: short form on the left, 'what happens next' on the right, the assistant one tap away; sticky call and estimate bar on phones
- Manrope headlines with the yellow full stop, Inter body, one accent colour used only for actions; no design-tool runtime, loads in under a second
Six services as photographed cards with three inclusions each and a 'Get an estimate' link that carries the service into the form.
Four numbered steps on carbon: tell us, on-site estimate with a written quote in two days, build with daily photo updates, walkthrough and aftercare.
A masonry gallery of kitchens, decks, bathrooms, basements, flooring and a fixed leak, each with a one-line caption and a lightbox.
The rating summary with a link to the profile and nine real reviews quoted from Google — Hana, Patricia, Fernanda and the rest.
The form on the left, the four things that happen next on the right, and the assistant card for people who would rather chat.
Desktop and mobile on one board: the direction the final site was built from.
Brand: yellow that means 'we're on site'
The logo stayed — the silhouette with the hammer is recognisable — and got a system: Carbon #151515, Signal Yellow #FFCC00, Warm White and Concrete, Manrope ExtraBold headlines with a yellow full stop, six line icons for the services, and applications from workwear to the van.
GS in heavy block letters, the worker with the hammer, CONSTRUCTION on a plinth with three dots — cleaned up and set on transparent for every use.
Logo variants, palette, typography with the yellow full stop, the six service icons, workwear, signage, stationery and the van in one system.
Black tee, softshell jacket and cap with the logo and yellow piping — the crew is the brand on every job site and in every photo.
Google Business Profile: the cover that says it all
With 17 five-star reviews, the Maps listing is where most homeowners meet GS first. The new cover puts the mark, the promise and the crew in one frame: the logo and 'Quality renovations. Done right.' on warm white, the kitchen they built, and the branded polo with the plans under the arm.
Landscape cover for the Google listing and Facebook: logo, headline with the yellow full stop, the six services in one line, the website address, and the crew member in the black-and-yellow polo holding the drawings — the brand in a single glance.
Instagram: six services, six posts
A grid that reads like the services page: kitchens, bathrooms, decks, flooring, basements and leak detection as highlight covers, and posts that pair one real room with one promise and a yellow full stop.
Bio with the six services and 'Get a free estimate', six highlight covers with the brand icons, and the first six posts: 'A better everyday.', 'Refresh your routine.', 'Take life outside.', 'Start with a solid foundation.', 'Space for more.', 'Find the source.'
AI automations: an estimate assistant that books the visit
A renovation crew answers the phone with one hand on a saw, and every enquiry that waits a day goes to the next contractor. The assistant on the site takes the enquiry, qualifies it and books the on-site estimate — at 11 pm, from a phone, in under two minutes. It is live on the demo: try it.
- Guided intake in the chat: service, scope, budget range, start timing, town, name and mobile — chips for speed, free text when people prefer to type
- Free-text understanding: 'we want to redo our bathroom' or 'probably around 25 thousand' are mapped to the right option; with Claude connected the assistant also answers questions in the company's voice
- Visit booking: the next open estimate slots (weekdays, 9:00, 13:00, 16:00) offered as chips; the chosen slot goes into the request with a reference number
- Every request — chat or form — is stored as a lead in the Lead Key portal and sent to the owner's inbox with the full summary
- Confirmation and reminder: the customer sees the reference and slot immediately; the SMS confirmation and morning-of reminder run through the same lead once the number is connected
- Missed-call text-back and quote follow-ups plug into the same lead record, so nothing lives in a paper notebook
Kitchen, full remodel, $40k–$80k, in 1–3 months, Barrie, a slot on Tuesday at 1 PM — the assistant shows the summary and asks for a yes.
The request is stored, the owner is notified, and the customer gets a reference and the promise of a text confirmation and a reminder.
'We want to redo our bathroom' becomes 'Bathroom renovation' and the next question follows — on a phone, at any hour.
Whichever way a homeowner starts, the same lead record is created with the same reference format, so the crew works from one list.
Other businesses we built this for
Auto ServicesVancouver West Motors — a 1966 VW and Audi specialist with a site built like the cars it services
Fifty-nine years on Fraser Street, factory-level VW and Audi tooling, 118 Google reviews at 4.7, and a website from another era: a dark template with a convertible slider, three ribbon buttons and a printable coupon. We gave the shop a graphite-and-silver identity around its three diagonal bars, a cinematic homepage that says 'Your drive. Our craft.', and a launch set for Google and Instagram.
Service BusinessPoolZenia Ottawa — pool care that finally looks like peace of mind
A franchise pool-care company with a 4.8-star Ottawa location and a website that greeted homeowners with a popup and a postal-code box. We built a navy-and-aqua identity around 'Peace of Mind Pool Care', a calm, editorial Ottawa homepage that leads with 'Just swim', a concierge that books the first visit in two minutes, and carried the brand onto the Google cover, the van and an Instagram grid for every season.
Restaurants & CafésZum Straubinger — a Munich Wirtshaus with a brand as warm as its beer garden
A 4.4-star institution near the Viktualienmarkt was hiding behind a cartoon logo, an orange WordPress bar and a wall of text. We gave it a forest-green identity, a site that leads with schnitzel and a reservation, and the same face on Google Maps, Instagram, the menu and the staff tees.
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One team for the website, the brand, Google, social and the AI that answers. Fifteen minutes on a call and you leave with a plan and one number, in writing.
Same playbook as this case: website, brand, Google profile, social and the AI receptionist, delivered by one team and tracked in one dashboard.