Heidi found me through the Berlin Community Facebook page and asked if I worked with businesses like theirs — a utility and excavating company. What they initially wanted was modest: their website refreshed – drop a few old services, swap in the newer ones, rank #1 on Google.

But once I looked closer, the site itself was the real problem. Template language, confusing navigation, copy that could have belonged to any contractor in the country — burying a business that already had real community trust and 10 five-star Google reviews.

One Brand Refresh Day later: 21 pages of copy written entirely in their voice, a new site structure built around how customers actually arrive — Urgent Work vs. Planned Projects — and an SEO framework baked into every page from the start.

The organizing insight came straight from Heidi: "You don't NEED a new shed but you do NEED to use your toilet."

That's the whole strategy in one sentence.