WPG Parking Lot Services Redesign
A ground-up redesign of a commercial trades site. The original Squarespace site had generic copy, no service hierarchy, and no clear conversion path. Rebuilt in Astro using an AI-assisted workflow.
The original site looked like every other trades company in Winnipeg. Generic headline, vague service descriptions, no clear reason to call. For a company competing on reliability and local expertise, the site wasn't doing any of the selling.
If you want to charge more than the guy across town, your website has to look like it belongs to a business that charges more. People pay what they believe you're worth.
This is a speculative redesign. WPG Parking Lot Services is a real Winnipeg company; I rebuilt their site as an unpaid portfolio project to show how much a trades business can gain from positioning, structure, and a build that doesn’t fight the reader. Branding details are stripped throughout.
The Problem with the Original Site
The original Squarespace build was functional in the loosest sense. It existed. It had a phone number. But it was doing nothing to differentiate WPG Parking Lot Services from the dozen other companies a property manager would find searching the same terms. Generic headline. Vague service list. No answer to the question a commercial client actually cares about: why you, specifically?
For a trades company, trust and specificity are the entire pitch. The site had neither.
Audit and Architecture
The redesign started with a structured audit of the original site using Claude, mapping every page, every content element, and every place where a potential client might drop off. The output was clear: the site was speaking to everyone (residential, commercial, municipal) and converting no one.
Focusing on commercial property managers sharpened every subsequent copy decision. They care about reliability, scope management, and whether you’ll show up when something breaks — not “we do a great job.” The new site addresses those concerns directly.
The Build
Built in Astro, with Claude Code in the loop throughout. Claude handled first-draft copy, reviewed architecture decisions, and caught issues during code review that would have cost time to debug manually — a faster loop than working solo.
The result: a static site that loads faster than the original Squarespace build, with a service hierarchy that makes sense on first scan and a quote request flow with an obvious next step.
Clear service hierarchy with commercial-first positioning, a defined quote request conversion path, and a significantly faster load than the original Squarespace build. The site now reads like a specialist, not a generalist.
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