This is Ironline, working. Not a picture of a layout, the layout itself, rendered by the templates a real build uses, in both colour schemes, at whatever width you are reading on. Ridgeway Plumbing and Gas is invented and does not exist; every price and number on it was written to show the layout.
Blocked drains, hot water and gas fitting across the Redlands.
Ridgeway Plumbing and Gas
Licensed, insured and on the road seven days. If it is leaking, backing up or cold when it should be hot, ring and you will speak to the person who will be doing the work.
What we do
Blocked drains
Camera located, cleared, and you get the footage so you can see what caused it.
Hot water
Repairs and replacements, electric, gas and heat pump, with the running cost of each explained before you choose.
Gas fitting
Cooktops, heaters and bayonets, certified and lodged.
Leak detection
Found without opening the whole slab, then repaired.
Backflow testing
Annual testing and council lodgement for commercial sites.
Burst pipes
Isolated the same day. After hours has a call-out fee and it is stated before we come out.
Where we go
Written out rather than drawn on a map, because a suburb name on a page is what somebody searching for that suburb actually finds.
What people say
Turned up when he said, showed me the camera footage, and the price at the end was the price at the start.
Hot water gone on a Sunday. Back on by lunchtime and he told me what the after hours fee was before he left the yard.
These are invented for the demonstration. On a real build this section carries your own customers’ words, collected with their permission, or it is removed.
How it works
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Ring or send a photo
A photo of the problem saves a visit more often than not.
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Get a price before the work
Fixed where it can be fixed, hourly where it honestly cannot, and you are told which.
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Booked in
A two hour window, not a day. You get a message when the van leaves.
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Done and certified
Paperwork lodged, site left clean, invoice the same day.
Ring, or send a photo of the problem
Seven days. After hours attracts a call-out fee and you are told what it is before anyone leaves the yard.
This form is switched off in the demonstration. On a real build it goes to your inbox and is recorded a second time, so a lost email is visible rather than silent.
The decisions already made
What you are choosing when you choose Ironline
A kit is not a colour scheme. It is every decision that would otherwise be made on your time, which is the only reason $495 plus GST is a real number rather than an optimistic one.
Typography
- Display
- Archivo, expanded to 125 and set at 800
- Body
- Archivo at its normal width
- Weight on the page
- 88 KB, self-hosted, no third-party request
One variable family carries both voices. The width axis gives a headline that reads like stencilled plant machinery and a body that stays quiet, which is two typefaces of contrast at one typeface of weight.
The signature
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 is the conversion and everything else on the page is support for it.
Who it talks to
Speaks to a homeowner or site manager with a problem and no patience. Reads plain and hard-wearing, which most trade customers read as competence.
Suits
- Plumbing and gas
- Electrical
- Building and carpentry
- Landscaping
- Earthworks
- Roofing
- Fencing
- Concreting
Colourways
- Amber on steel, as shown
- Signal red on steel
- Hi-vis yellow on charcoal
Pick one. A fourth is a design decision and a design decision is not two hours.
Showing prices
Trade prices here are shown as the amount a customer pays, GST included, because the customer is a household. Quoting a homeowner a figure that grows by ten per cent at the invoice is the fastest complaint there is.
Which route
Ironline is the quick route, and there is a slower one
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.
A design made for you is the other one, from $5,000 plus GST: 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. 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.
Yours on an Ironline 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
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.
What the price buys
Six sections at $495 plus GST, five pages at $990 plus GST
The demonstration at the top is an Express Landing: one page, 6 sections from this kit’s own set. Starter Five is the same kit across five pages.
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
The five pages, for this kit
| Page | What it holds |
|---|---|
| Home | The call bar, what you do, where you go, and one line of proof |
| Services | Every service as its own block, so a search for one of them lands somewhere real |
| Service areas | The suburbs you cover, written out rather than drawn on a map nobody can read |
| About | Licence numbers, how long you have been going, who turns up |
| Contact | The form, the number, the hours, and what an after-hours call costs |
You can rename these or swap one for another. What you cannot do is add a sixth, because the fourth hour is already spent.
The honest part
What is never in this 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
And what moves you off it
Any one of these makes a two hour job something else. The estimator asks about all of them, tells you which one applies to you, and shows what the price would be with it cleared.
- Your words are not written yet
- Your photographs need choosing, cropping or fixing
- There is an existing site to move across
- Anything beyond one enquiry form: bookings, payments, memberships
- The form collects health, financial or identity information
- You want to edit the pages yourself, which means a content management system
- Accounts have to be created or recovered on your behalf
- A second person has to approve the work
- There is no logo yet, or the only copy is a photograph of a sign
- Analytics that needs a consent banner
- Social profiles or an email list to set up
Paying accepts the terms of service, version 1.0. They cover what is supplied, what is needed from you, how a change is quoted and how a refund works. The version in force on the day you pay is the one that governs the job.