Case Study · Rockford, IL
HMG Dynasty LLC
A custom single-page site that positions a Rockford multi-trade company as far more than an HVAC shop.
The Brief
More than an HVAC company
HMG Dynasty is a multi-trade residential company covering everything from repairs and remodels to heating and cooling, decks, flooring, painting, and hauling. The owner needed a web presence that matched the real range of the business, presenting it as a residential home repair and remodeling company that also handles HVAC, rather than an HVAC company alone.
The company arrived with strong brand assets already in hand: a distinctive split-face wolf mark, a settled tagline ("One Call That's All"), and a monthly membership offering. What it lacked was a professional home online that pulled all of it together and gave prospective customers a single, credible place to learn about the company and reach out.
The Approach
Three directions, one decisive choice
I started with concept exploration instead of jumping to a single design. Three full homepage directions were built and compared, moving from an early palette pulled from the company's flyer branding to a refined navy-and-ice scheme drawn directly from the wolf logo. That process let the client make decisions against real, rendered options instead of descriptions, and it kept the final look distinct from everything else in my portfolio.
From there the build was deliberate and detail-driven:
- A custom single-page architecture with eight trades presented as service cards, residential repairs and remodels featured as the anchor offering, and heating and cooling positioned as one equal card among them.
- The monthly membership plan given prominent placement, with a call to action that pre-selects the service in the contact form.
- A navy two-column FAQ accordion, a service-area section, and a contact form wired to deliver submissions straight to the client's inbox.
- The client's actual wolf logo embedded exactly as provided, never recreated or altered.
Beyond the Surface
Built to the standard I hold my own site to
WCAG AA from the start
Contrast measured and documented against WCAG AA through the design, not eyeballed after the fact.
Schema Google can read
Local business, services, FAQ, and site schema, giving search engines a clear, accurate picture of the company.
Correct under the hood
Explicit image dimensions across every image, cross-browser backdrop-filter prefixes, and a complete favicon and web-manifest set.
Findable by design
Social sharing images, a sitemap, and robots configuration in place at launch.
Honest claims only
Credential and certification content held to what could be verified. No fabricated licenses, no overstated qualifications.
One Call That's All.
HMG Dynasty brand line, carried through the whole build
The Result
As capable online as they are in the field
HMG Dynasty launched with a fast, accessible, single-page site that reflects the full breadth of the business and gives customers one clear path to get in touch. The engagement was structured so that on final payment I migrate all files to the client's own domain and servers, followed by a 60-day support window to keep everything running cleanly after launch.
The finished product does what a small-business site should do. It makes the company look as capable online as it is in the field, and it gives one credible answer to anyone searching for home services in the Rockford area.
Positioning over decoration
The design work solved a business problem first: reframing a multi-trade company so it reads as more than the one trade people assume.
Decisions against real options
Three rendered directions let the client choose with their eyes, not against a verbal description.
Depth buyers never see
Schema, accessibility, and performance handled to the same standard as the visible design.