Fox Contracting
Web Design
Framer
Full Build
6 weeks
Fox Contracting Services is a family-run UK contractor providing tankering, high-pressure jetting and CCTV drain surveys. We support households, contractors and commercial sites with practical on-site services, modern equipment and direct accountability.
Challenge: Fox Contracting served two different audiences: households and B2B contractors, but had no single, trusted place that explained their services clearly for both. At the same time, they couldn’t rely on typical trust shortcuts (certifications, reviews). The website needed to support a more “contractor-grade” positioning to attract higher-value clients, while staying strict, simple, and easy to understand. Many visitors arrive in urgent situations, so key information, especially the phone number had to be immediately visible.
Solution: Build credibility through clear structure, operational clarity, and a professional tone, using capability-led content and process blocks instead of testimonials. Emphasis was placed on service hierarchy, equipment/fleet messaging, and strong visual proof through real photography to communicate reliability and scale.
Before designing, I reviewed a set of direct competitors in the UK drainage/tankering niche to understand how similar companies structure their homepages, what services they prioritise, and which CTAs and trust signals they rely on. Most competitor sites followed a predictable template: broad service lists, heavy reliance on reviews/accreditation badges, and generic “Call now” layouts that often lacked clarity for different audiences.
Key takeaways from the research:
Clear service cards above the fold improve speed of understanding.
Strong, consistent CTAs (call + quote) are essential for urgent visitors, phone number is constantly visible in the menu.
Many competitors overuse “trust shortcuts” (badges/reviews) instead of explaining process and capability.
Fleet/equipment visuals are one of the strongest credibility drivers in this industry.
These insights informed a tankering-first hierarchy and a credibility system based on capability + operational clarity, rather than testimonials or inflated claims.
Wireframes & Structure:
After research, I created wireframes to define the information architecture and page hierarchy before moving into high-fidelity design. The wireframes focused on: Building trust through predictable sections: services → capability/fleet → how we work → contact. Establishing a consistent service-page template (Tankering / Jetting / CCTV Surveying) so each page follows the same logical path.
