Cory's onboarding handed the design to us outright: "I do not need to control this. I need a website that converts." The two sites he named as anchors, itownchurch.com and easypeazyplumbing.com, agree on exactly one thing, which is that neither uses a photograph in the hero. All three directions below are built to work on the asset library that actually exists today and to absorb real project photos later without a redesign.
Editorial builder. A flat two-tone split hero with the headline dark on the light half and the lede light on the dark half, and the shield breaking the seam. The four categories run as a ruled index on deep navy. Confident and quiet.
The loudest and most commercial of the three. Massive grotesk, an exposed hairline grid, a dark process panel crossing the band boundary, and the bid question answered as an actual comparison table. Sells the pricing model, which no competitor publishes.
The warm one. Centred masthead with the nav underneath, a forest hero field with a shield-notch divider, and a dashed ticket carrying the phone number across the seam. Cory's own story does the selling. Closest in spirit to the Easy Peazy anchor, with none of its junk.