Thermal Shop
A rebuild of an insulation contractor's website, organized around how homeowners and builders buy, with forms that send each lead to the right person.
- Client
- Thermal Shop, Cedar Rapids, IA
- Type
- Website redesign
- Status
- In progress, launching fall 2026
- Proves
- Marketing and systems
A full copy of the redesign. Forms are switched off so nothing reaches the client.
The problem
The old Squarespace site sent homeowners and building professionals through the same pages and the same forms. In the redesign, homeowners end at an inspection request and builders end at a bid request.
What I did
- Planned the information architecture, with separate paths for homeowners and building professionals.
- UX, landing-page structure and SEO-informed page design for every service line.
- Shot the photography and video, and built every animation on the site.
- Wrote the requirements, directed AI-assisted development (Claude Code, Codex, GitHub) and tested each release against the specification.
How it works
Discovery
Worked with the owner to define audiences, service priorities and what each page should produce.
Structure
Two audience paths, service pages, project galleries, careers and bid/inspection forms.
Build
Server-rendered React app on Cloudflare's edge, with a lead database and delivery queue behind the forms.
Content
Original photography, video and animation, service copy and local SEO structure for Cedar Rapids and Iowa City.
Built with
TanStack Start, React, TypeScript, Tailwind CSS, Cloudflare Workers, D1, and Sentry