Thermal Shop
A ground-up rebuild of an insulation contractor's website — structured around how homeowners and builders actually buy, with lead capture that reaches 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 existing Squarespace site served homeowners and building professionals through the same pages and the same forms. The redesign gives each audience its own path, ending in the request that matters to them — an inspection or a bid.
What I did
- Information architecture: split the site into homeowner and building-professional paths, each ending in the action that matters (inspection or bid request).
- UX, landing-page structure and SEO-informed page design for every service line.
- Shot all of the photography and video myself, and created every animation on the site.
- Wrote the requirements, directed AI-assisted development (Claude Code, Codex, GitHub) and tested each release against the spec.
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