Homescapes Website Design
project type
Website Design
year
2025
my role
Designer
client
Homescapes Calgary LTD
project overview
Homescapes is a Calgary-based landscape design and construction company with a strong offline reputation but a weak online presence. Their original site felt like a generic contractor template. It was riddled with vague service descriptions, poor navigation, no social proof, and nothing that conveyed the quality of their work. For a business where clients spend thousands on projects, the site wasn't doing the job of building trust.
The redesign focused on four core fixes: establishing trust earlier in the page flow, breaking services into clear visual categories, improving navigation and hierarchy, and placing calls to action where they'd actually convert. Every decision was made from the customer's perspective... what does someone need to see before hiring a company for a $80,000 backyard project?
The result was a fully rebuilt site with a stronger homepage, a consolidated about page, a service page with full width imagery and real service breakdowns, and a simplified contact page with a single clear form. This was all built to show more information, more social proof which provided clearer and better trust about the company. The site was also more optimized to convert viewers into lead. In practice this site would realistically half their cost per lead and increase their overall sales percentage.
The key takeaways from this project went beyond visual design. Working directly with a real client meant balancing their existing brand identity against what would actually perform better, and learning how to communicate design decisions in terms of business outcomes rather than aesthetics. Producing a video critique early in the process was also valuable... it forced a more structured, articulate analysis of what wasn't working before jumping into solutions. Together, these shaped a more professional and grounded approach to the full redesign process.
Read full case study: https://jenkinsleo.github.io/portfolio/project.html
View loom critique: https://www.loom.com/share/be95cec704514bbfb05734915b5c1f61
View figma file: https://www.figma.com/design/7v63t7zXOvyIMoGxN5bHab/228-site-mockup?node-id=0-1&t=aF3tQdoOZrgnJvFd-1
Homescapes is a Calgary-based landscape design and construction company with a strong offline reputation but a weak online presence. Their original site felt like a generic contractor template. It was riddled with vague service descriptions, poor navigation, no social proof, and nothing that conveyed the quality of their work. For a business where clients spend thousands on projects, the site wasn't doing the job of building trust.
The redesign focused on four core fixes: establishing trust earlier in the page flow, breaking services into clear visual categories, improving navigation and hierarchy, and placing calls to action where they'd actually convert. Every decision was made from the customer's perspective... what does someone need to see before hiring a company for a $80,000 backyard project?
The result was a fully rebuilt site with a stronger homepage, a consolidated about page, a service page with full width imagery and real service breakdowns, and a simplified contact page with a single clear form. This was all built to show more information, more social proof which provided clearer and better trust about the company. The site was also more optimized to convert viewers into lead. In practice this site would realistically half their cost per lead and increase their overall sales percentage.
The key takeaways from this project went beyond visual design. Working directly with a real client meant balancing their existing brand identity against what would actually perform better, and learning how to communicate design decisions in terms of business outcomes rather than aesthetics. Producing a video critique early in the process was also valuable... it forced a more structured, articulate analysis of what wasn't working before jumping into solutions. Together, these shaped a more professional and grounded approach to the full redesign process.
Read full case study: https://jenkinsleo.github.io/portfolio/project.html
View loom critique: https://www.loom.com/share/be95cec704514bbfb05734915b5c1f61
View figma file: https://www.figma.com/design/7v63t7zXOvyIMoGxN5bHab/228-site-mockup?node-id=0-1&t=aF3tQdoOZrgnJvFd-1
