Trades and site work
Ironline
Built to be read on a phone, in the sun, with one hand.
Trades and contractors whose next job starts with a phone call.
- Typefaces
- Archivo, expanded to 125 and set at 800 with Archivo at its normal width
Layout kits
Eight kits. Pick one, and that is the design conversation finished.
These are the two express builds, Express Landing at $495 plus GST and Starter Five at $990 plus GST. The reason those prices are real and not optimistic is that the design was done once, here, in advance, and is not done again on your time. Every kit below is finished: two typefaces already licensed and self-hosted, both colour schemes already tested for contrast, and a set of sections already built.
If you would rather have a site designed around you from a blank page, that exists too, and it is a different product at a different price. The next section says exactly what changes between the two, so you can pick before you read any further.
Each kit has a working demonstration, not a picture of one. Open it on your phone, turn on dark mode, make the window narrow. It behaves the way your site will behave, because it is the same code.
Which route
Two ways to get a website, and this page is one of them
A kit is not a cheaper version of a designed site. It is a different product, made a different way, for a different job, and the difference is worth two minutes before you look at the eight.
$495 plus GST and $990 plus GST
A kit build
The quick route, and the one most small businesses actually want
The design decisions were made once, here, in advance. You choose the kit, the colourway and the order, and I fill it with your business. Live in days rather than months.
Right for you if
- You want to be online properly, soon, without a project
- Your words are written, or nearly, and you have photographs or are happy with the drawn artwork until you do
- One of the eight suits how your customers buy
If one of these is right for you, take it. Paying five times more for a design you did not need is not an upgrade.
From $5,000 plus GST
A design made for you
The route when the kit is genuinely the wrong shape
Starts at a blank page and a conversation about your business, not at a set of layouts. Every layout is drawn around your content and your brand, and there is no kit involved at any point.
Right for you if
- Nothing in the eight fits the way you sell, or you sell something these were not built for
- You have brand rules, a designed identity or a look you have to hold to
- The site has to do something a kit build never does: a shop, a login, bookings, a content management system, a migration
This is the honest answer for some businesses and the wrong answer for most, and I will tell you which you are before you pay for either.
Both routes end the same way: every account in your name, paid on your card, and the whole site yours to take elsewhere. Nothing is rented from me, so starting on a kit locks you into nothing. If you outgrow it, the next build replaces it and you keep the domain, the address, the content and the search history.
Is my site a template
What is yours on a kit build, and what is not
This is the question everybody asks and almost nobody gets a straight answer to, so here is the straight answer. A kit build is customised, in these specific ways and not in the others. Two sites on the same kit do not look like each other, because almost everything a visitor actually reads is yours.
Yours, and different on every build
- Your colourway, chosen from the three this kit was built and contrast tested in
- Your words, everywhere, in your own voice rather than the invented business in the demonstration
- Your photographs, placed and sized; until they exist the kit's own drawn artwork stands in, so a launch never waits on a photographer
- Which sections appear and in what order, chosen from this kit's own set
- Which pages exist and what they are called, on the five page build
- Your logo, your enquiry form, your phone number, your hours, your service list, your prices
Fixed, and that is what you are buying
- The two typefaces, because they are licensed, subsetted and already loading in under a tenth of a second
- The layout of each section, because drawing a new one is a design decision and a design decision is not two hours
- The set of sections available, which is this kit's set rather than all eight kits' sets
- The page count: one, or five. Not six
Every one of these is a decision that costs hours to make. Not making them again is the whole saving, and it is passed on to you rather than kept.
How to choose
Choose by who is buying, not by who is selling
A kit is a set of decisions about the person reading the page: how much they already trust you, what they came to find out, and how fast they need to find it. That is why the trades kit puts the phone number everywhere and the portfolio kit has no headline at all.
None of these belongs to a gender or a person. A woman running an excavation business is well served by Ironline and a man running a skin studio is well served by Bloom, because both kits are built around the customer at the other end, not the owner.
The eight
Each card below is rendered in its own kit, so what you are looking at is the real typeface and the real palette rather than a description of them.
Beauty, skin and wellness
Bloom
The price list is the page, because that is what people came for.
Studios and practitioners whose customer wants the price and the next free appointment.
- Typefaces
- Cormorant Garamond at 300 for size, 600 for small with Jost at 400 and 500
Professional practice
Ledger
Credentials above the fold, because that is the only question being asked.
Practices that are hired on judgement, where the visitor is checking whether you are real.
- Typefaces
- Lora at 500 and 600 with Manrope at 400 and 700
Health and allied health
Clinic
The most readable kit here, and the one that will not print a testimonial.
Practitioners whose patients arrive in discomfort, often on a phone, sometimes not at their best.
- Typefaces
- Bitter at 500 and 600 with Karla at 400 and 600, one step larger than the other kits
Hospitality and venues
Counter
Hours, address and menu. In that order, on every screen.
Places people physically come to, where the three questions are always the same.
- Typefaces
- DM Serif Display at 400 with DM Sans at 400 and 500
Makers and boutique product
Atelier
A catalogue, honestly. Not a shop, and it says so.
Makers and small brands who need to be seen and enquired about before they need a checkout.
- Typefaces
- Instrument Serif at 400 with Karla at 400 and 600
Creative and portfolio
Frame
The work opens the page. The words are captions.
People hired on the strength of what they have already made.
- Typefaces
- Space Grotesk at 500 and 700 with Space Grotesk at 400, with tabular figures for specifications
Fitness and performance
Forge
Dark by default, and the timetable is the whole argument.
Gyms, coaches and clubs where the question is what time and how much.
- Typefaces
- Anton at 400 with Archivo at 400 and 600
Side by side
What actually differs
Eight kits that differ only in colour are one template wearing eight hats, and anybody can see that in four seconds. These differ in structure.
| Kit | Sells | The structural difference | Typical trades |
|---|---|---|---|
| Ironline | A service | The phone number never leaves the screen. A call bar is pinned to the bottom on a phone and to the header on a desktop, because for this trade a call | Plumbing and gas, Electrical, Building and carpentry, Landscaping, Earthworks, Roofing, Fencing, Concreting |
| Bloom | A service | The price list is the hero, not a page she has to hunt for. Most studios in this trade bury pricing, and the ones that publish it win the booking from | Brow and lash, Skin and facials, Nails, Hair, Massage and remedial, Waxing, Cosmetic tattoo, Day spa |
| Ledger | A service | A credentials strip sits directly under the headline: registrations, memberships, years, and the things a visitor would otherwise have to go and | Accounting and bookkeeping, Financial planning, Legal, Buyers agents, Business broking, Consulting, Insurance broking, Migration agents |
| Clinic | A service | Two things no other kit does. The conditions you treat are an index, so a person searching their symptom finds their own words on your page. And there | Physiotherapy, Chiropractic, Podiatry, Dental, Psychology and counselling, Speech pathology, Occupational therapy, Exercise physiology |
| Counter | A place | Opening hours and the address are pinned in the header on every screen size, and today's hours are stated in words rather than in a table you have to | Cafés, Restaurants, Bakeries, Bars, Food trucks, Breweries, Venues and function rooms, Providores |
| Atelier | A product | It is a catalogue, not a store, and the kit is built to say that out loud. Each piece has a price and an enquiry, plus a stockists list, because for | Ceramics and homewares, Jewellery, Candles and skincare, Florists, Furniture and joinery, Textiles, Art and print, Small batch food |
| Frame | A product | There is no hero sentence. The page opens directly on the work at full width, and the studio name sits in the corner at the size of a caption. Every | Photography, Videography, Architecture, Interior design, Graphic design, Illustration, Landscape design, Styling |
| Forge | A service | The only dark first kit in the set, and the timetable is the centre of the page rather than a link. Most gym sites hide the timetable and the price | Gyms and strength, CrossFit and functional, Martial arts and boxing, Personal training, Pilates and yoga, Running and cycling clubs, Sports academies, Swim schools |
The price
What a kit build includes, and what it never does
The same on every kit, because the hours are the same on every kit. $495 plus GST is 2 hours and $990 plus GST is 4, at the same rate, which is the only part of this catalogue where the price is exactly proportional to the time.
Express Landing, $495 plus GST
- One page, one kit, one of that kit's three prepared colourways
- Up to six sections chosen from the kit's own set, arranged in the order that suits your job
- Your logo placed, your words placed, up to eight of your images placed
- One enquiry form, delivered to your inbox and recorded in a second place so a lost email is visible
- Mobile, dark mode, keyboard access and colour contrast, because they are already built into the kit
- Your domain connected, hosting and certificate set up in accounts held in your name and paid on your own card, never mine
- One consolidated round of changes inside 48 hours of the preview
- Submitted and verified in Google Search Console, sitemap lodged, and indexing CONFIRMED rather than assumed before I call the job done. The account is yours and I am a guest in it
- A recorded handover walkthrough of your own site, and seven days of hypercare
Starter Five, $990 plus GST
- Everything in Express Landing, plus four more pages
- Two layouts, a home layout and an inner page layout, so the site can grow without a redesign
- Navigation and footer structure, built from the kit's five page map or your own
- Up to twenty of your images placed
- Titles and descriptions written for every page, and structured data generated from what is visible so the two cannot disagree. What the search engines then do with it is their decision, not a deliverable
- Fourteen days of hypercare instead of seven
Never in either price
- Writing your copy, which is the single biggest cost in a website and is charged as its own thing
- Photography, retouching, or preparing images that are not already web ready
- Designing a logo, or redrawing one from a photograph of a sign
- Moving an existing site, its content or its search history
- A content management system, a login, or anything a customer signs into
- Payments, bookings, memberships or a shop
Questions
What people ask about the kits
Is my site going to look like everybody else's?
It will share a skeleton with other sites on the same kit, in the way two houses on the same floor plan share a skeleton. What differs is your words, your photographs, your logo, your colourway and which sections you use in which order. What is identical is the part nobody looks at: the grid, the type scale and the accessibility. If looking unlike anything else is the actual requirement, that is a designed build under Marketing Foundation rather than an express one, and the pricing page shows the gap between them.
Can I change the colours?
You pick one of the kit's three prepared colourways. Each one has been tested for contrast in both light and dark mode, which is the part that takes the time. A fourth colourway is a design decision, and a design decision is not two hours.
What if none of the eight suit me?
Then say so and do not buy one. Two honest options: the closest kit with your own photographs carrying the difference, which works more often than people expect, or a Marketing Foundation build where the design is made for you. I will tell you which one I think you need, including when it is the cheaper one.
Can I start with a landing page and grow into five?
Yes, and it is the common path. The five page version is the same kit, so moving up later costs the difference plus the hours for the extra pages, not a rebuild. Going past five pages, or wanting to edit them yourself, is a different product and the page for it says so.
Do the demonstrations use stock photography?
There is not a photograph on any of them. Every image is drawn at build time from the kit's own geometry in the kit's own palette. On a real build these hold the positions until your photographs arrive, so a launch is never waiting on a photographer.
Why does the health kit have no testimonials section?
Because testimonials about regulated health services are prohibited in advertising under the Health Practitioner Regulation National Law. A layout that offers a slot for one is a layout that invites a breach, so the kit does not have the slot.