Web Design

As a professional web designer, copywriter, and SEO expert with over a decade of experience helping small businesses establish a strong online presence, I had the pleasure of partnering with ML Fix All—a trusted provider of professional handyman services in Orlando, Florida. This case study details the redesign of their website, transforming a basic, underoptimized site into a modern, user-centric platform that drives local leads and boosts search visibility for home and commercial repair needs.

The Challenge

ML Fix All specializes in affordable, licensed, and insured handyman services, tackling everything from residential chores like plumbing tweaks and drywall repairs to commercial maintenance such as fixture installations and general upkeep. Serving busy homeowners, renters, and business owners in Orlando who are overwhelmed by endless to-do lists, the company had been in operation since around 2012 but relied on a rudimentary website that hadn’t been updated in years.

Key pain points included:

• Outdated Design: Minimalist but cluttered layout with placeholder stats, generic stock images of tools and homes, and a bland color scheme dominated by neutrals that failed to evoke reliability or warmth.
• Poor User Experience (UX): Limited mobile responsiveness (critical for local searches on the go), slow load times from uncompressed images, and simplistic navigation that didn’t guide users to service details or booking options effectively.
• Weak Copy and SEO: Basic content lacking engaging storytelling or local SEO optimization for terms like “handyman services Orlando” or “affordable repairs Florida.” The site had low visibility in local searches, resulting in sparse organic traffic and few inquiries.
• Lead Generation Gaps: No integrated booking forms, prominent CTAs, or trust elements like testimonials, contributing to high bounce rates and missed opportunities in a competitive local market.

The goal was to craft a professional, approachable site that highlighted their 10+ years of expertise, improved local conversions by 40%, and elevated SEO rankings within six months.

My Approach

I kicked off with a detailed discovery phase tailored to local service businesses:

• Research and Audits: Benchmarked against competitors (e.g., sites like Angi and local Orlando handymen) using tools like Google Analytics, SEMrush, and Ahrefs. A site audit uncovered 20+ technical issues, including missing schema for local business and unoptimized images.
• Stakeholder Interviews: Worked closely with the client to refine their brand voice—reliable, friendly, and no-nonsense—and key messaging around “crossing off your to-do list fast and affordably.”
• Wireframing and Strategy: Created low-fidelity wireframes in Figma, emphasizing a clean, service-focused flow. Built an SEO roadmap targeting 12 local keywords and developed copy that wove in relatable scenarios for Orlando residents.
• Tech Stack Selection: Opted for WordPress for easy updates, Elementor for intuitive design, and plugins like Yoast SEO, WP Rocket, and a local schema tool for optimization.

The project unfolded over eight weeks: two for planning, three for design and build, two for testing, and one for launch.

The Solution: Key Design and Development Highlights

The redesigned site prioritizes local appeal, speed, and ease of booking, using visual cues to build trust in the handyman trade.

Design Elements

• Layout and Navigation: Homepage opens with a compelling hero section featuring a local Orlando skyline backdrop and a bold “Get Your Repairs Done Today” headline. Sticky navigation includes dropdowns for services, with sections like a services grid, client stats carousel, and a step-by-step “How It Works” guide.
• Color Scheme and Typography: Introduced a trustworthy palette: Earthy greens (#4CAF50) for growth and reliability, accented with warm oranges (#FF9800) for energy, and clean whites. Used Google Fonts—Roboto for readable body text (16px base) and Montserrat for bold headings—to keep it modern and accessible.
• Imagery and Visuals: Swapped generics for custom photos of real Orlando jobs (e.g., kitchen fixes, office setups) and simple icons for services. Added smooth scroll animations via CSS to highlight interactive elements without slowing the site.

User Experience Improvements

• Mobile-First Responsiveness: Ensured full adaptability with Google’s Mobile-Friendly Test, featuring swipeable service carousels and one-tap contact buttons for on-site quotes.
• Performance Optimization: Optimized images to under 80KB, enabled lazy loading, and cleaned up code—slashing load times from 4.5s to 1.5s (confirmed by PageSpeed Insights).
• Accessibility: Adhered to WCAG 2.1, with descriptive alt text (e.g., “Orlando handyman installing shelf”), 4.5:1 contrast ratios, and ARIA labels for forms.

Copywriting and SEO Integration

• Persuasive Content: Revamped pages with story-driven copy, like “Tired of leaky faucets ruining your Orlando evenings? Our licensed pros fix it in a flash—affordable and insured.” The About page spotlights their 10+ years and 100+ satisfied clients.
• On-Page SEO: Fine-tuned titles (e.g., “Affordable Handyman Services in Orlando, FL | ML Fix All”), meta descriptions, and headers with local intent. Added local business schema for Google Maps visibility and internal links to service pages.
• Conversion Features: Embedded “Book Now” CTAs with Calendly for free estimates, a user-friendly contact form via Gravity Forms, and badges like “Licensed & Insured” plus geo-targeted testimonials.

The outcome: A 6-page site (Home, About, Services, How It Works, Testimonials, Contact) that’s straightforward, scalable, and primed for local dominance.

Results and Impact

Three months post-launch (tracked via Google Analytics, Search Console, and Google My Business), the metrics show a clear win for local lead gen:

Client feedback: “Jason made our site a real game-changer for Orlando jobs. The local SEO has us booking steady, and the design screams ‘trust us with your home.'” The project delivered beyond expectations, with projected ROI at 6x in the first year.

Conclusion

This redesign for ML Fix All illustrates how thoughtful web design, targeted copy, and local SEO can supercharge a service-based business like handyman pros. By centering on user pain points and regional relevance, we built a site that turns browsers into booked appointments. Ready to fix your online presence? Let’s discuss your project.

For more case studies or to collaborate, visit my freelance site at https://jsn.xyz. Reach me at 2114 N Flamingo Road #688, Pembroke Pines, FL 33028, or by phone at 888-280-0488.

Jason Litson
Professional Web Designer, Copywriter, and SEO Expert