Clean & play

The client

A company that cleans and revitalises artificial pitches, tartan tracks and paving for councils, schools and sports clubs across Czechia. Scroll the window above, it is the live site.

Hero: the price question, answered first

The buyer is a caretaker with a tired pitch and a budget. Their first question is what it costs, so the hero asks four things instead of showing a contact form. Surface, size, location, contact, and the quote comes back. The rating and the free slots for next season sit above the headline, so the first thing read is proof rather than a claim.

Proof before persuasion

Three numbers carry this band: lower running cost, longer fibre life, less water. They come before any argument, because a number survives scepticism better than an adjective. The quote next to them is signed by a named person and their club, not by a satisfied customer.

Split by who is buying

Councils, schools, clubs and tennis courts each get their own count. A school caretaker does not want a total, they want to see schools. Splitting the same number four ways lets every visitor find themselves in it.

Services with the price on them

Every service carries a price per square metre and a plain sentence about when it is the right one. This is the section that replaced the phone call: the old site made you write an e mail to find out, and most people did not.

Objections as tiles

Area cleaned, jobs done, nine services in one visit, price from, confirmed within 24 hours, gentle on the fibres. Each tile answers one objection. A grid lets someone scan straight to theirs instead of reading a paragraph that argues all six at once.

A wall of names

The references are not a carousel of logos. They are named people with their organisation and region, shown many at a time, because here the volume is the argument. One quote reads as a testimonial, twelve read as a track record.

Last season, in the open

The season summary is dated and broken down by segment. It says the company is working now, not that it once was good, and it gives the reader a number they can check against their own kind of site.

One promise, one field

The closing band makes a single promise and asks for one thing, an e mail. After a page of proof, the smallest possible commitment is the right ask.

Result

Enquiries arrive already knowing the surface, the size and the price.