A 17-year electrician got a site that shows the work.
MJ Electric is a family-owned San Diego electrical contractor: CA C-10 licensed, in business since 2010, and highly rated. The old site didn't reflect any of that. We refreshed the brand system, wrote copy that highlighted their experience, and shipped a 6-page Squarespace site the team can maintain themselves.
Same crew. Same license. Different first impression.
MJ Electric didn't change. The site did. The old one read like a template. The new one shows the crew, the credentials, and the actual work above the fold.
Template look, generic story
A stock house photo, "Professionals You Can Trust" as the headline, and no real information about the service area, the crew, or how to book.
Real work, real credentials, real proof
Actual electrical work in the hero, a specific headline naming San Diego, the 4.8 Angi rating and C-10 license visible above the fold.
Same brand. Same colors. A completely different story.
The logo and palette were already in place. What was missing was a site that used them well and actually said something. Here's what shifted.
A headline that names San Diego
The homepage leads with "Trusted electricians for every San Diego home." Names the trade, the region, and the customer, so a homeowner Googling "electrician San Diego" lands somewhere that speaks to them.
Real electrical work in the hero
Hero photo is an actual electrical panel with hands on the job. Signals immediately that MJ is a real working electrician, not a template.
Trust proof above the fold
Angi 4.8 rating overlay, C-10 license number, "17 years family-owned," bonded and insured. Every credibility signal sits in the first scroll so a homeowner comparing three quotes sees exactly why to trust MJ.
Depth on every service
Dedicated Services page with 6 services, each showing scope, permit info, timing, and a "what's included" list. Homeowners self-qualify before calling instead of dropping off.
Real projects on display
Projects page shows three featured jobs with photo, scope, timeline, and a "what we did" checklist. Real proof of the actual work MJ has done.
An About page that tells the story
17-year timeline of the business, why Roque got the C-10 in 2010, why it's still owner-operated today. Homeowners hiring an electrician now know who's showing up.
One brand system. Six pages. Zero ongoing dev fees.
Everything is on Squarespace for their internal team to edit. No custom backend, no ongoing invoices.
The existing brand, made consistent
MJ's logo, orange, and navy already existed. They just weren't documented anywhere. We built a proper brand kit so future marketing (invoices, business cards, truck decals) stays consistent.
- Logo files: primary + inverse
- 5-color palette, 3 themes
- Manrope type system
- Favicon set + brand kit PDF
Hero + trust bar + services grid
Homepage pulls the trust proof together and shows the six services in one scroll.
- Hero with real electrical photo
- Angi rating overlay + credential proof strip
- 6-service grid + recent work preview
- Contact CTA with lightning bolt watermark
Six services with real scope
Every service card shows what's included: permit, inspection, timing, so homeowners self-qualify before calling.
- Panel upgrades, EV chargers, lighting
- Rewires, outlets/safety, commercial
- 4-step "how it works" flow
- 7-question FAQ accordion
Real project stories
Larger cards with photo, scope, timeline, and a "what we did" checklist. New jobs can be added by duplicating a block in the visual editor.
- Photo, category tag, description
- "What we did" checklist per project
- Location, timeline, completion date
- Uniform 2x2 grid, responsive
Real reviews and a real About page
Twelve customer quotes from Angi, each tagged with the actual job. Plus an About page that walks through the 17-year story of the business.
- Curated Angi quotes with project context
- Timeline of the business (2010 to today)
- Credentials cards (C-10, bonded, insured)
- "Leave an Angi Review" CTA
Squarespace form + a maintenance manual
Native Squarespace form styled to match, so every submission lives in Roque's dashboard. Plus a written SOP for future maintenance.
- Native form with custom styling
- Contact FAQ accordion
- Written estimate benefits list
- "Creating Client Site" SOP for handoff
A website project is a hundred small choices strung together. These four shaped the site more than any others. Here's why we made each one.
The four decisions that mattered most.
Squarespace over custom code
The team can add a service, swap a photo, or post a new project in the visual editor. No monthly dev retainer, no waiting on a freelancer, no license renewals to forget about.
Angi rating in the hero, not the footer
The 4.8 Angi rating is the single strongest trust signal MJ has. On the old site it was linked from a bottom bar. On the new one it sits in the hero image overlay, visible in the first second.
The About page tells the actual family story
17-year timeline, why Roque got the C-10 in 2010, why the business is still owner-operated today. Homeowners hiring an electrician want to know who's showing up. Now they can.
A written SOP for future maintenance
The site comes with a "Creating Client Site" SOP. Any new person on the team can add a project, swap a review, or update a service without asking anyone how.
"Finally have a site that shows the work the way it actually is. My team can update it, my crew can send project photos to add, and I don't have to pay anyone every month to keep it running."