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Users

Homeowners (and some small commercial property owners) in Dalton GA and the surrounding 25-mile radius — Whitfield, Murray, Catoosa, and Walker counties. They arrive mostly on their phones, from a Google search, a Facebook/Meta ad, or a local referral, while deciding whether to pay someone to clean a driveway, roof, house exterior, deck, or fence. They are price-aware, a little skeptical of contractors, and short on patience. Their job-to-be-done: "find a local pro I can trust, get a sense of the price, and reach out without a hassle."

The quote tool (quote-tool.html) and the admin quote builder (/admin/quote-builder/) are product sub-surfaces inside this brand site: the quote tool is customer-facing (address → satellite measure → lead capture); the admin builder is the operator's internal tool for assembling and sending quotes.

Product Purpose

The marketing website and lead engine for Dalton Pressure Washing, a locally operated exterior-cleaning business. Built as an Eleventy static site on Netlify, it spans home, services (driveway/concrete, house wash, roof soft-wash, deck & fence, commercial), service-area landing pages, a blog, reviews, gallery, FAQ, and legal pages, all tuned for local SEO (LocalBusiness/FAQ/Service schema).

Its purpose is to win local exterior-cleaning jobs: rank for "pressure washing near me," convince a skeptical homeowner that this is a real, trustworthy local operator, and convert that visit into a captured lead or a sent quote. Success is a homeowner who lands from search or an ad, trusts what they see, and either gets an instant quote or submits the contact form.

Brand Personality

A local owner/operator who does great work and stands behind it — confident and hardworking, never corporate. The site's visual voice is deliberately bold (heavy Anton display type, strong orange, big poster headings), but that boldness must read as credible and dependable, not as hype.

• Three words: trustworthy, hardworking, local.
• Voice: plain-spoken, direct, regional pride. States the work and the price honestly; no jargon, no upsell pressure.
• Emotional goal: confidence and reassurance — "these folks are real, they're local, they know what they're doing, and I'm not going to get nickel-and-dimed."

Anti-references

• Corporate / franchise portal. No faceless national-chain or big-business SaaS feel. This is one local operator and must read that way. Primary thing to avoid.
• Cheap / gimmicky. No discount-coupon clutter, neon, fake countdowns, or "too good to be true" spam energy. They undercut the trust the site is building.
• Cluttered / complicated. No overloaded forms or busy pages. Getting a quote or making contact must never feel like work, especially on a phone.
• Generic AI template. Avoid the cookie-cutter "AI made this" landing look (identical icon-card grids, tracked eyebrow on every section, hero-metric template).

Design Principles

1. Bold in service of trust. The loud type and color exist to project a confident, capable local operator — not to shout. Every bold move should make the business feel more credible, never more salesy.
2. A person, not a portal. Real local proof (service areas, reviews, plain language, a real phone number) over corporate polish. Premium means well-made and dependable, not impersonal.
3. Mobile-first, low-friction conversion. Most visitors are on a phone from an ad or search. The path to "get a quote" or "call/contact" is short, obvious, and thumb-friendly on every page.
4. Earn the number's trust. In the quote tool, show the work (the real property, the measured area) so the estimate feels accurate rather than invented.
5. Local SEO is a design constraint, not an afterthought. Service-area and service pages must stay fast, crawlable, schema-rich, and genuinely useful, not thin doorway pages.

Accessibility & Inclusion

No special requirements stated. Hold to sensible baseline practice anyway: WCAG AA color contrast (watch muted text and orange-on-paper / text-on-orange), legible body sizes, visible focus states, adequate mobile touch targets, and a reduced-motion fallback for animation. Note: quote-tool.html currently sets maximum-scale=1.0, user-scalable=no, which blocks pinch-zoom — an accessibility trade-off for the drawing canvas that is worth revisiting.