Industry playbooks

Three industries.
Three specialised playbooks.

Generic templates lose customers. Every site I build comes with industry-specific widgets, schema, and conversion patterns drawn from what's actually working in 2026.

Trades & Home Services

Plumbers, electricians, HVAC, contractors, landscapers — built around emergency calls and quote requests.

  • Floating click-to-call on mobile
  • Service-area pages for local SEO
  • Before/after project gallery
  • Quote-request multi-step form
  • Booking via Workiz / Jobber / Housecall
  • Trust signals: licence, insurance, WSIB, TSSA/ECRA
  • HVACBusiness / Plumber / Electrician schema

Salons, Spas & Barbershops

Hair, nails, brows, lashes, barbering — designed around online booking and stylist personality.

  • Fresha / Vagaro / Booksy embed
  • Stylist profile pages
  • Service menu with live pricing
  • Instagram Reels feed
  • Gift cards & SMS chat widget
  • Live Google Reviews widget
  • HairSalon / BeautySalon / DaySpa schema

Restaurants & Cafés

HTML menus that index, reservations that fill seats, and direct ordering that protects your margins.

  • Native restaurant menu (CSV import)
  • OpenTable / Resy / Tock booking
  • Direct ordering via UpMenu / ChowNow
  • Multilingual (EN + FR / ZH / KO)
  • Events calendar & dietary tags
  • Hours, holidays, & patio-season banners
  • Restaurant / Café / Bakery schema
Trades deep-dive

What works for trades in the GTA right now

Local-search rankings for "plumber [your city]" or "HVAC [neighbourhood]" are won on three things: a service-area page per city you cover, a Google Business Profile that matches your site's primary category exactly, and trust signals visible above the fold (licence number, insurance, years in business). The site is the conversion mechanism. GBP is the discovery mechanism. They have to align.

Conversion pattern

Floating "Call Now" + "Get Quote" buttons that follow the scroll. Industry data shows ~25–30% lift on quote conversions vs static buttons.

Local SEO

Service-area pages with geo-modified URLs (e.g. /emergency-plumbing-markham). Each one is a separate landing page indexed by Google.

Bookings & jobs

If you already use Workiz, Jobber, or Housecall Pro for dispatch, I'll embed the booking widget so leads flow straight into your existing workflow.

Salon deep-dive

Beauty & barber sites that fill the chair

A salon site has one job: get the booking. Every other section (stylist bios, gallery, services, reviews) is in service of getting the visitor to tap "Book." We embed the booking widget you already use (Fresha, Vagaro, Booksy, vcita) so clients book without leaving the site, and we surface live Google Reviews so social proof is visible the moment they land.

Stylist personality

Each stylist gets a bio, headshot, and Instagram link. People book the person, not the salon. Especially for chair-rental shops.

Pricing transparency

Live service menu with current pricing reduces "what does it cost" emails by ~80% and pre-qualifies the lead before they book.

Reviews + IG feed

Live Google Reviews widget + Instagram Reels feed = social proof + portfolio in one. Both update automatically, no maintenance.

Restaurant deep-dive

Menus that index, reservations that fill

PDF menus are a search-engine dead end. Google can't read them, customers won't download them on mobile, and they break the moment you change a price. I build native HTML menus with structured data so Google can show your dishes in search results, and I integrate OpenTable / Resy / Tock so reservations land in your existing system. For takeout-heavy spots, direct ordering through UpMenu or ChowNow protects margins from third-party fees.

Multilingual matters

EN + FR for francophone clients, EN + ZH or EN + KO for diverse neighbourhoods. One-time setup, low ongoing cost. Big SEO wins.

Dietary tags

Vegan, gluten-free, nut-free flags on each menu item. Filters dietary searches in your favour and reduces order errors.

Hours that auto-update

Holiday closures and patio season banners that I schedule once and they fire on the right date. No "is the patio open?" calls.

Talk about your industry →