Concept site · HVAC concept · North Fort Myers, FL
Custom Cooling & Heating
HVAC concept · North Fort Myers
The brief
What we built.
A concept rebuild for an HVAC company that has been family-owned since 1990 and specialises in mobile homes. The site becomes a vintage Florida postcard. A concept we built unprompted, to show what the site could be; not affiliated with the business.
- A postcard hero starring their real mascot: three penguins
- A real review as a timeline: “Called at 1:16. Cool by 2:00.”
- A “We speak mobile home” section for their specialty
- 17 pages with full search markup. Google mobile speed 46 to 99
The numbers
Google Lighthouse, mobile, their site before and our concept after. Official Google PageSpeed Insights (mobile) · Official Google PageSpeed Insights (mobile), live public concept, 2026-10-25
The business
Who we were dealing with.
A locally owned, family-operated HVAC company in North Fort Myers that repairs, installs and maintains air conditioning and heating.
Their brand as it was
- Mascot: three cartoon penguins (beach ball, surfboard, sunglasses) with "Since 1990" in the logo
- Friendly, family-run tone
Worth knowing
- Founded 1990 as a one-person operation; the founder learned the trade from his father; "over 35 years"
- Claims to be a top-selling Bryant dealer with Bryant achievement awards (their claim, not checked)
- 24/7 emergency service and a same-day claim (their claim)
- Mobile and manufactured home HVAC is a real specialty
- Same-as-cash financing
- Real testimonials on their own site, credited by community, including a customer who called at 1:16 PM and was cool by 2:00 PM
The research
How we studied the industry, top to bottom.
Why this business
- Scored 46 on Google's mobile performance test
- The first phone screen is an empty gray box
- Coupons expired in 2022 and structured data carried a template leftover name
- Strong real story (family since 1990, mobile-home specialty, real testimonials) that the site hides
The industry
- AC outages are urgent, so speed of response and a call button are what customers weigh most
- Trust comes from longevity, local ownership, brand-dealer status and real neighbour testimonials
- Specialty segments such as mobile-home owners search for providers who understand their equipment
The local market
- Area pages for North Fort Myers, Fort Myers, Cape Coral and Punta Gorda; also Lee, Collier and Charlotte counties
- Many customers named by community (Raintree, Bayside Estates, Suncoast and others), which the concept uses as postmark labels
- Coastal Southwest Florida waterfront look drives the vintage-postcard idea
What we found
- Lead with the 1990 family story and the 1:16 to 2:00 customer quote
- Replace expired coupons with "call for this month's special"
- Give the mobile-home specialty its own page
- Fix the slow load and the empty hero box
- Clean up structured data and image alt text
The audit
What was holding it back.
Tested 2026-10-25
- First paint 5.4 s
- Main content (LCP) 10.5 s
- Blocking time 620 ms
- The first phone screen is a big empty gray box under the logo where a hero image should be, and the headline does not display
- Main content takes 10.5 seconds on Google's mobile test; performance scores 46
- Every coupon on the specials page says it expires 12/31/2022
- Structured data names the site "AGI Starter Site", a leftover from the website template
- 16 of 21 images have no alt text
- Homepage footer says 2021 while other pages say 2026, and office hours differ between pages
- Best stories are buried: the 1990 family legacy, the mobile-home specialty, a fast-repair testimonial, Bryant dealer status
- To be fair, it already had tap-to-call, city pages, testimonials and a 100 SEO score; the problem was presentation, speed and stale content
Brand & design
Postcards from North Fort Myers (Quiet Edition) direction.
A quiet nod to vintage Florida travel postcards, starring the company's real three-penguin mascot. Only the hero, one penguin surf scene and the night footer are illustrated; the sky shifts from noon to sunset to a neon night as you scroll, and the rest is calm modern layout.
- Cream#FFF6E5
- Paper#FFFCF5
- Coral#FF6F59
- Sunshine yellow#FFC145
- Gulf teal#1BA39C
- Ice blue#8FDDF2
- Navy#0E2A47
Type
- Barlow: heavy condensed headlines and body
- Yellowtail: small retro script for "Greetings from" and "Since 1990"
- Inter: UI text
Signature moments
- Hero postcard "Greetings from North Fort Myers" with the penguins on a dock in parallax layers
- "Called at 1:16. Cool by 2:00." timeline with a service van driving along it, using a real customer quote
- Services as a fan of postcards with stamps
- The three penguins surfing a Gulf wave as you scroll
- Real reviews stamped with postmarks by neighbourhood
- Footer neon phone sign that flickers on, "Open 24/7", over a night scene of mobile homes
Imagery
- Generated flat vintage postcard-style illustrations: hero scene, penguin poses, surf wave, night footer, mobile-home line drawing, AC unit, van
- Service and city images in the same style
- Real mascot recreated as illustration; Bryant set as plain text, not their logo
- Neon sign, postmarks, coupon edges, map and timeline built in code
Five directions across two rounds: v1 "Postcards from North Fort Myers" (felt a little much), then three calmer v2 options (A Postcard Quiet Edition, B Cool Since 1990, C The Family Album). v2A was approved.
Under the hood
How it is built.
Built to convert
- Tap-to-call and a sticky bottom call bar on mobile
- Free estimate form styled as a postcard
- Eight services including a dedicated Mobile Home HVAC page
- City pages for North Fort Myers, Fort Myers, Cape Coral and Punta Gorda, plus a service-area hub
- Specials and financing page with no expired coupons ("call for this month's special")
- FAQ on the homepage and service pages
- Southwest Florida map with real county outlines
- About page with the 1990 family story
Built to rank
- HVACBusiness schema with address, geo, opening hours and offer catalog
- Service, FAQPage, BreadcrumbList and Person schema
- Service and city pages
- Template-leftover structured data name removed
- Image alt text
Built to be fast
- Self-hosted fonts (Barlow, Yellowtail, Inter)
- Static pre-built pages
- Art converted and compressed for speed
- Layered scenes and motion respect reduced-motion settings
Good to know
- Two runs: 98/100/100/100 then 99/100/100/100 (the second was used on camera)
- Their SEO was already 100 before, so the gain is speed, accessibility and content
- A concept built unprompted: the business did not commission it, and the details (reviews, photos, prices) would be confirmed with the owner before any launch.
This is one of our Website Rescue concepts. See how every rescue is researched, designed, built and measured →
Your move
Want one
like this?
Book a free 15-minute call and get a fixed quote, or see three AI mockups of your own new site in about a minute.