Concept site · HVAC concept · Cape Coral, FL
Mr. Cool Air
HVAC concept · Cape Coral
The brief
What we built.
A concept rebuild for a family-owned Cape Coral AC company. Their old site scored 37 on Google mobile speed and had no tap-to-call button; the rebuild scores 100 and freezes as you scroll. A concept we built unprompted, to show what the site could be; not affiliated with the business.
- A page that cools as you scroll: a thermometer drops from 97° to 68°
- Services as blocks of ice that arrive with “Here comes the cold front”
- Tap-to-call everywhere and a 60-second free replacement estimate
- 17 pages covering every service and city, with full search markup. Google mobile speed 37 to 100
The numbers
Google Lighthouse, mobile, their site before and our concept after. Official Google PageSpeed Insights (mobile); local Lighthouse 13.5 runs also recorded · Official Google PageSpeed Insights (mobile), live concept, 2026-10-25
The business
Who we were dealing with.
A locally owned air conditioning and heating company serving Cape Coral and the surrounding Lee and Collier county area.
Their brand as it was
- Tagline "Stay Cool"
- Mascot: a snowman in a blue Mr. Cool cap, sunglasses and a gold chain
- Blue branding with a large snowman logo that dominated the old phone homepage
Worth knowing
- Almost 20 years in local HVAC, owner-led
- Already had a good 2-step "free AC replacement estimate" quiz
- Serves Cape Coral, Fort Myers, Sanibel, Lehigh Acres and Lee and Collier counties
The research
How we studied the industry, top to bottom.
Why this business
- Scored 37 on Google's mobile performance test
- No phone number or tap-to-call on the homepage
- Weak local SEO: no business schema, no city or service pages
The industry
- AC failures are urgent and happen in hot weather, so a visible call button matters most on a phone
- Customers search by service and by city, so service and city pages are how a provider gets found
- Reviews and trust badges are expected before a homeowner calls
The local market
- Service area: Cape Coral, Fort Myers, Sanibel, Lehigh Acres, Lee and Collier counties
- The concept leans on Cape Coral canal-home scenery and a hot-summer angle (a 97 degree headline)
What we found
- Add tap-to-call everywhere
- Lead with the problem (AC broken) instead of a founder bio
- Show reviews or trust cues
- Give every service and city its own page
- Fix SEO basics: alt text, local business schema, headings
The audit
What was holding it back.
Tested 2026-10-24
- Local Lighthouse: performance 32, best practices 73
- Main content loaded in 23.1 s on one local run and 4.8 s on another; first paint 5.2 s
- Blocking time 1,310 ms; page weight 3.8 MB
- Layout shift 0.521 on a second local run
- No tap-to-call anywhere: zero phone links on the homepage, and the number is not tappable even on the Contact page
- The first phone screen is a giant snowman logo with no phone number, button or hint of what they do
- The headline breaks into one word per line on a phone
- The homepage leads with a founder bio paragraph instead of an offer to fix the AC
- No reviews, stars or trust badges on the homepage
- Only 3 services shown; duct cleaning, pool heaters and maintenance plans are buried in a paragraph
- Mobile performance score of 37, with a slow, jumpy load
- 6 of 7 images have no alt text, only a basic WebPage schema (no local business markup), 4 headings in total, no city or service-area pages
- Copyright line still says 2023
Brand & design
The Freeze direction.
The page starts in a scorching Cape Coral afternoon and freezes over as you scroll, while a thermometer on the edge drops from 97 to 68 degrees. It keeps the snowman mascot but gives him a job (skating across a frozen canal) instead of a giant logo.
- Orange#FF6A13
- Amber#FFB23E
- Sand#FFF4D6
- Teal#1FB5C9
- Ice blue#3EC5FF
- Frost#EEF8FF
- Royal blue#123A9C
- Navy#071233
- Ink#0B1633
Type
- Anton: massive condensed all-caps display headlines
- Inter: clean body text
Signature moments
- Scroll-linked thermometer dropping from 97 to 68 degrees
- Hero headline "It's 97 in Cape Coral. We'll fix that." over a canal-home scene
- Services as translucent ice blocks that slide in and settle
- The snowman mascot skating across a frozen canal with "Stay Cool" in ice letters
- Estimate dial for the 2-step quiz, a drawn Lee County map and a giant ice-textured footer phone number
- Falling snow in the footer; frost creeping in from section edges
Imagery
- Generated art: canal-home hero, frozen canal scene, snowman mascot poses (skating, thumbs up, head), ice letters, ice blocks, frost, service van, AC condenser
- Service-page and city-page images generated in the same style
- Owner photo is a placeholder (technician seen from behind); no AI face of a real person
- Thermometer, icons, map, review cards and OG images built in code
Four design rounds on one concept: v1 (superseded plain layout), v2 "The Freeze", v3 dialed back about 40 percent for trust, and v4 with four added sections. v4 desktop plus a v1 mobile were approved.
Under the hood
How it is built.
Built to convert
- Tap-to-call in the header, hero, sticky bottom bar, footer and contact page
- 2-step free estimate quiz as a frosted thermostat dial
- Contact form that emails the business
- Six service pages, four city pages, About, Reviews, Financing and Contact
- FAQ on the homepage and service pages
- Lee County map with real county outlines
- Sticky bottom call bar on mobile
Built to rank
- HVACBusiness schema with address, geo and offer catalog
- Service, FAQPage, BreadcrumbList and Person schema
- Per-service and per-city pages (Cape Coral, Fort Myers, Sanibel, Lehigh Acres)
- Hidden from Google (noindex) while it is a concept
Built to be fast
- Self-hosted fonts (Anton, Inter)
- Static pre-built pages
- Art converted and compressed for speed
- Animations respect reduced-motion settings
Good to know
- The concept is normally noindex, which caps SEO at 69; it was made indexable for about two minutes for the scored run, then switched back
- A run 30 seconds earlier scored 98 performance, so scores vary a point or two
- Tap-to-call links went from 0 to every screen
- Reviews are promise cards, not real Google reviews; the Google rating and review count were not checked
- Owner photo is a placeholder; a real photo is needed
- 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.
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