A Charlotte landscape design and build company that creates patios, outdoor kitchens, planting, lighting and drainage for homes in Myers Park, Dilworth, Eastover, Ballantyne, Cotswold and SouthPark.
Landscape design and build, Charlotte, North CarolinaStoneleaf's customers are homeowners in established Charlotte neighborhoods planning a $25,000 to $150,000 outdoor project. They compare several companies, look hard at finished work, and want to know the money and the timeline before they call. The site had to show the quality of past projects, quietly steer small jobs elsewhere, and bring the right homeowners to a design consultation request.
The headline comes first, and the photograph sits underneath it
A landscape company is judged on how its work looks, so the finished patio gets a full-width strip of its own instead of being dimmed behind text. The headline and a short intro sit above it, with the consultation button next to them, so a visitor reads who Stoneleaf is and sees the work within the same first screen. On a phone the photo is cropped taller so the fire pit and the house stay in view.
Every project shows its neighborhood, budget and build time
The gallery uses a mixed-size layout, like a magazine spread, and each project carries a short caption with the neighborhood, a budget range and the number of weeks it took. Homeowners can match their own street and their own budget to a real job. The same figures also do the filtering: someone planning a $5,000 job sees right away that this is not the company for them, and nobody has to say so rudely.
A quiet way to filter small jobs, and a clear way to start
The consultation is $450, credited to the project, and the page says that near the top, in the process section and in the form. The form asks for a budget range and a timeline before anything else, with the lowest option at $25k to $50k, and a short note under the button explains that smaller jobs will be pointed to a good local crew. Serious buyers get a clear next step. Everyone else gets a polite answer without a sales call.
Fraunces and Karla, limestone and forest green
Fraunces is a soft, slightly old-fashioned serif that suits stone, planting and craft without feeling stuffy, and it is set at a moderate size so it stays calm in long headings. Karla keeps the body text plain and easy to read on a phone. The colors come from the work itself: deep forest green, moss, a cool limestone grey instead of cream, and one small terracotta mark used only as a detail. Corners are square, and the process runs along a horizontal timeline with no numbers, which collapses into a simple vertical line on phones.
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Typefaces: Fraunces and Karla.
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Nick reads every message himself and replies by email to work out the next step.