Round one missed the brief. Cory named two sites he likes, and they share exactly one device: a heavy bold-caps word with a handwritten script word overlapping it. ITOWN does it with REACH, CONNECT, GROW, GO. Easy Peazy does it six times down the page. His own tagline splits on it perfectly. All three directions below are built on that device, plus the moves that the strongest of his six named competitors actually use.
The Easy Peazy recipe rebuilt properly for an Indiana contractor. Sunburst hero, caps over script both rotated, the shield used as the recurring character bleeding off edges, SVG wave dividers, tone on tone watermarks in every band, circular blue icon discs, and the dashed coupon card with the shield overhanging it.
Built to beat the two market leaders on their own ground. HomeStar and Mattingly both run a dark navy hero, one warm accent and a stat bar inside the fold, so this does that and adds the thing neither publishes: how the price is actually arrived at, as a comparison table.
The truck wrap as the design system. A diagonal livery sweep behind the hero, a blue gold and red stripe under the header, a red decal plate crossing the shield, and services capped like door panels. Cory says he is wrapping his truck, so the site and the truck ship as one identity.