Case study
Unsolicited concept, not a client
Dankell Construction
A homepage concept for a two-owner Charlotte contractor, built around what a small firm can promise that a big one can’t: the owners answer the phone.
Location
Greater Charlotte, NC
Year
2026
Scope
Homepage concept
Platform
Framer
Services
Positioning, Copy, Web design, Framer build
Overview
Unsolicited concept. Dankell Construction is not a Sketch & Frame client. This is a homepage we designed to show how we would present a small, owner-run contractor.
Dankell builds new homes, additions, and renovations across Greater Charlotte, with the two owners running estimates and jobs themselves.
Full homepage + key features
Scroll the whole page.
Owner-led positioning · Three-part commitment strip · Recent jobs from Instagram · Owner profiles · Estimate request form
The challenge
Small contractors often try to look bigger than they are. For a two-owner firm, that hides the real reason to hire them: direct access, owner-run jobs, and estimates explained in person.
Design decisions
The headline leads with the owners, and a short strip turns that into three commitments: our own estimates, our own jobs, our own phones. Recent work comes from the company’s Instagram, so the site stays current without extra effort.
A four-step process and an estimate form with service-area detail make the next step obvious, and the phone number stays visible on every screen.