Jolly Steel Company

Jolly Steel Company fabricates and installs structural and miscellaneous steel for commercial construction across California and Arizona — offices in Concord and Chandler, a licence in each state, and field work behind the storefronts of Lexus, Dior, Arc'teryx, FedEx and AutoZone. Steve Jolly has run it since 2009. In all that time it had never had a professional website: work arrived through blue-pages listings, through referrals, and through clients who came back.

The brief was a web presence that matched the quality of the field work, that could be found, and that could bring in work word of mouth was never going to reach. Five pages — home, services, work, about, contact — built on Steve's own job-site photography and his own project history. Nothing on it is stock and nothing on it is a rendering.

The identity is a drawing rather than a brochure. Ink-black ground, bone text, one red, corner crosshairs, plate-frame borders, and a drawing-style reference code on every section — W-01, B-02 — with the studio's credit at the foot set as a title-block signature. The site reads the way the shop drawings the work is built from read.

It shipped in June and was overhauled in August for the half of the brief that is not design: being found. Structured data for the business and for each service, metadata per page, a sitemap, a robots file, an llms.txt and a branded share image; the photography was re-encoded and the pages came down about ninety-five per cent in weight. The site's health score went from 41 to 77 across that pass.

The work was already good; what it did not have was anywhere to be seen, and that is the whole of what a website commission is for. What a website design and build includes →