Toronto BBQ Cleaners.
A brand and booking platform for a premium grill-cleaning service, logo through to the quote-and-book flow. I designed it for a business I also ran, and it generated the leads behind more than 100 bookings and over $40,000 in revenue.
The homepage: the promise stated up front, with the quote request one action away.
Open the prototypeA grimy job, designed to feel premium.
Grill cleaning is dirty work. Booking it should not be. The brand had to carry a premium, hassle-free promise before anyone had met us: a charcoal and warm-metal palette, a wordmark with some weight behind it, and a site built around one job, getting a quote without friction.
I was the owner as well as the designer, which changed how the work got judged. Nothing shipped because it looked good in a file; it shipped if it brought in bookings. Designing something, watching whether strangers actually complete it, and changing it when they did not is the closest thing to product work I have done.
- The brief
- Showing the value of the service. Professional grill cleaning is a niche market, and the people who can afford it do not pick the cheapest option, they pick the one that looks worth paying for. That made the site the main sales argument: it had to convince someone the work was high quality before they had seen any of it, which is why the before and after photography mattered more than anything I could claim in copy.
- What I decided, and why
- Lead with proof instead of claims. Rather than describing the quality of the work, the site shows it, with an interactive before and after on real jobs so a visitor can see the difference for themselves. I built the site on a reusable component library and kept the layouts to WCAG standards, which mattered more than it sounds for a one-person business: I was the person who had to keep adding jobs to the gallery, and it had to stay legible to every customer without me rebuilding anything.
- Where it landed
- The site generated the leads behind more than 100 bookings and over $40,000 in revenue across the two years I ran the business. It is the only project here where I designed the thing and also carried the commercial consequences of whether it worked, which is why I trust the decision to lead with before and afters rather than simply liking it.