Work / Brightline Concept project
Designing for the moment a pipe bursts.
When there's water on the floor, people don't browse. They call the first plumber who looks trustworthy and can come now. We built Brightline's brand and website around that moment.
The challenge
What wasn't working
Brightline's phone number was buried in the footer, the site didn't mention emergency availability and there were no prices anywhere.
Stressed visitors on their phones left within seconds, and the planned jobs that did come in were often lost to competitors who showed prices up front.
"I just need someone here in the next hour."
Homeowners in urgent situations, almost always on mobile and under stress, plus homeowners planning jobs like a new water heater who compare prices before calling.
Goals
What the new brand and website had to do
More calls from mobile
Make calling the easiest thing to do on every screen.
Win planned jobs
Use transparent pricing to beat competitors on trust.
Show speed and reliability
Prove Brightline will arrive fast and do it right.
What we learned
Insights that shaped the design
Everything else is secondary to one tap.
Being overcharged is the most common worry about plumbers.
A specific average arrival time is more convincing than "fast service".
Brand solution
Urgent and dependable
Aa Bb 123
Colour palette
Voice and tone
Short, bold and reassuring. Says exactly what will happen and when.
- Bold
- Fast
- Honest
- Calm under pressure
Website solution
Key design decisions
Each decision is linked to the goal it supports.
Emergency banner and phone number in the header
24/7 availability and the number are visible before anything else.
Goal 1: More calls from mobileCall bar fixed to the bottom on mobile
"Call now" is always one tap away, wherever the visitor scrolls.
Goal 1: More calls from mobileUpfront price list in tabs
Repairs, water heaters and drains, with starting prices and what's included.
Goal 2: Win planned jobsAverage arrival time and guarantees
"58 min average arrival" and an on-time guarantee make speed specific.
Goal 3: Show speed and reliabilityBold, high-contrast type
Easy to read in a hurry, on a small screen, in bad light.
Goal 1: More calls from mobileGoal 3: Show speed and reliability
Desktop and mobile
Designed for the phone first
Measuring success
How we'd know it's working
| What we track | Target | Design decision that supports it |
|---|---|---|
| Mobile visitors who tap to call | Over 8% | Fixed call bar and phone number in header |
| Calls from the website per month | Clear growth over baseline | Emergency banner and repeated call buttons |
| Price page visitors who call | Above 10% | Transparent starting prices |
| Bounce rate on mobile | Lower than baseline | Fast, focused first screen |
This is a concept project based on a fictional brief, so these are the targets the design is built to reach, not reported results. For client projects, we agree targets like these at kickoff and report against them after launch.
Try it yourself
See the live concept website
Open the working site and try it on your phone.
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