Northline Electrical

A homeowner searching for a panel upgrade and a site superintendent sourcing new-construction wiring want different things from the same website. The homeowner wants reassurance and a phone number. The superintendent wants scope, capacity, and a way to send drawings.

Most contractor sites resolve this by listing every service in one long column, which serves neither. The design exercise here was to split the paths early enough to be useful without duplicating the whole site.

The homepage makes one decision for the visitor immediately: residential or commercial. Everything below that point is written for whichever track they chose, and the two service pages share a layout but not a tone.

Emergency service sits in a fixed band above the fold rather than in a banner that competes with the main headline — visible on every page, never the loudest element on any of them.

Each service page follows the same skeleton so the site can grow without redesign: what the work covers, who it is for, what happens on a typical visit, what the customer should have ready, and a request form scoped to that service.

The Projects page is organized by category — panel upgrades, lighting, renovation wiring, new construction — with each category described in words. Photography slots into that structure later without changing the layout.

The identity avoids the black-and-yellow shorthand the trade defaults to. Instead it uses a warm oxide accent against a stone-coloured page, with a strict column measure and tabular figures that reference an electrical schedule.

Headings are sized down and set tight rather than blown up, which leaves the accent colour free to mark only the two actions that matter: call now, and request an estimate.

Estimate requests are the primary conversion. The form asks for property type, the nature of the work, and the postal area first — the three answers that let a contractor triage a request without a callback.

Phone remains the secondary path and is never more than one tap away on mobile. Commercial visitors get a third option: an upload field for drawings and scope documents.

The mobile layout keeps a persistent call bar pinned to the bottom of the viewport, sized for a gloved thumb and clear of the on-screen keyboard when a form is open.

Service categories collapse into a single-column list with the residential and commercial choice preserved at the top, so the two-track structure survives the smallest screen.