It's broken now
“I need someone today.”
The button “Call · Text · Book”
After the hero, a Call · Text · Book bar stays at the bottom of the phone. The first stop has today's open windows, a big call button and "text a photo of your unit".
HVAC · Palm Desert, CA
Deep Shade Air Co.: how an HVAC site wins jobs
One technician's route across the Coachella Valley on a 116-degree afternoon. The company's service van speeds onto a Palm Desert street, brakes hard and settles at the curb of a white mid-century house with its AC condenser in view. The offer, service area, phone number and booking button sit in the pale sky above.
The business is fictional. The site and its tools are real and working.
Four ways in
Four kinds of visitor, and the exact button each one would press. The outline is measured from the live page.
Still comparing
“What's wrong, and what will it cost?”
The button “The thermal camera”
Point a thermal camera at a bedroom that won't cool and find where the heat gets in, with the fix and price for each spot, then book a comfort audit with the findings.
Ready to book
“OK, let's do this.”
The button “Book today's visit”
Four taps in a text thread with dispatch: what's going on, a window today or tomorrow, the ZIP, then a mobile to text. Tools on the page pre-fill it.
Not yet
“Maybe later. Keep me posted.”
The button “RSVP”
The fall events drawn as a thermostat's program: a heat pump and rebate night, a snowbird start-up clinic, a casita mini-split workshop and a filter swap morning, each with a two-tap RSVP. Also a text reminder before you're back for the season.
The signature tool
The thermal camera
A thermal-camera lens over a real room photo. Wherever you point it, the room turns infrared and reads the temperature under the crosshair from a real heat map. Six hot spots log as findings, from a 79-degree supply register that should blow 58 to can lights at 122, each with the cause, the fix and the price. Scrolling sweeps the lens for you, and "Scan the whole room" shows everything. The findings carry into a comfort-audit booking.
What makes it different
Each line beside the same line from one of the other four sites. Pick which one.
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First screen
Deep Shade Air
The company's service van speeds onto a Palm Desert street, brakes hard and settles at the curb of a white mid-century house with its AC condenser in view. The offer, service area, phone number and booking button sit in the pale sky above.
A house with its garage door closed. Scroll and the door rolls up to show a tech already at work inside.
A layered photo of a finished home on a ridge, its name set in the sky and sinking behind the roofline.
A primed living room mid-job, a painter on a ladder and three sample boards on the wall. The first coat is masking film that slides up over it.
A finished garden photographed as a cutaway, with the soil, roots and irrigation pipe under it. The headline sits in the dirt, and scrolling lowers the camera below ground as the soil face rises over the garden.
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Getting around
Deep Shade Air
A route line along the bottom of the screen, like a transit map, with the day's stops as links and a little van that parks on the one you're reading.
A loud yellow van-livery bar. The phone number is as big as the company name.
No bar. A quiet "Now viewing" plate names what's on screen and opens an index of every home.
Strips of painter's tape in the top corners with the wordmark and the coat you're on. At the end the tape peels off.
A soil core down the left edge, marked in inches, with a pink ring showing how deep you are. Every layer is a link.
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The customer tool
Deep Shade Air
The thermal camera. Move a lens over a Palm Springs bedroom and the heat shows up in infrared with a live temperature: the leaky duct, the can lights, the attic hatch, the west glass. Each find comes with its fix and price, and they book a comfort audit.
The diagnostic door. Tap what your door is doing; a drawing of the door acts it out, lights the broken part and prints a work ticket with a price range and the next opening.
Staking the lot. Drag and rotate a house on a hillside lot; grading, walls, septic, fire code and months recompute for that exact spot.
The light test. Drag the sun across the room and watch three real paint colors change; turn the window, pick your bulbs, swap a color.
The meter. Hold the valve and the sprinklers run while water rises up the screen past a bathtub, a hot tub, a water truck and a backyard pool: one year of your lawn. Then your water bill, the rebate and what a swap would cost.
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How it ends
Deep Shade Air
The next stop is you: booking happens as a text thread with dispatch, and the lettered van is parked and ready to roll.
A four-step booking form on full yellow, beside a giant phone number.
An empty frame on the wall. Its blank label is the form, and it fills in as you answer.
The same room finished at dusk. The tape comes off and a four-step booking form sits on the wall.
Back at the surface after dark, with the yard's lights on. The core is pulled out of the ground showing what you picked at each depth, next to a four-step booking form.
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How it moves
Deep Shade Air
One technician's route across the Coachella Valley on a 116-degree afternoon. Every section is a stop, stamped with the time, town, temperature and job, joined by drive legs, from the first house call to the visitor's own house.
Twelve short, punchy sections that snap from one to the next. It moves like a service van going by.
Eight slower rooms. You walk a collection of finished homes sideways.
Nine coats of paint. Each section rolls up over the last like a new coat, and the page only gets its color at the peak.
One dig straight down through a yard. Ten soil horizons in depth order, each with its own ground and a hard, ragged edge, going dark to red clay to pale sandstone, then back up to the surface at night.
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The look
Deep Shade Air
Documentary Coachella Valley houses at noon: white stucco, breeze block, gravel and bare mountains in heat haze.
Hard-sun Inland Empire photography and ink technical drawings.
Golden-hour wine-country architecture on limewash plaster, museum labels.
Documentary Orange, CA interiors and houses on masking-film white, primer gray and plum.
Documentary Thousand Oaks yards, oaks and a soil cross-section, on humus brown, red clay and pale sandstone.
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Type
Deep Shade Air
Archivo and DM Mono
Barlow Condensed and Barlow
Newsreader and Hanken Grotesk
Red Hat Display and Red Hat Text
Young Serif and Public Sans
Measured
Our own Lighthouse run on the production build, September 29, 2026. Lighthouse 12.8.2 mobile, simulated slow 4G, production build behind a gzip server. Homepage, 3 runs.
Performance
98–99
Accessibility
100
Best practices
100
SEO
69
The only failed SEO check is the noindex tag we put on every demo so it never competes with a real business. Every other SEO check passes.
Largest paint (LCP)
2.0–2.4 s
Layout shift (CLS)
0
Text contrast. Every hero line at least 5.2:1 at 1440×900 and 1280×720 and 8.3:1 at 390×844, 360×640 and 844×390, measured on the composited page, including while the van is arriving.
Other pages. AC repair: Performance 100, LCP 1.8 s, CLS 0. Heat pumps: Performance 99, LCP 1.9 s, CLS 0. Palm Desert: Performance 99, LCP 1.8 s, CLS 0. Total blocking time on the homepage: 0–2 ms.
Source: our own test run. Ranges are the spread across repeated runs.
Pages and search
Homepage plus two service pages and a city page, each with its own title, FAQ and structured data. Search engines read it as an HVAC business, and every price on the site (tools, FAQ, search listing) comes from one price list, so they always match.
Structured data
Every page is marked noindex because the business is fictional. The markup is there to show, not to rank.
Want a site like Deep Shade Air?
Three ways in. This site is already picked for you.
Got it.
We'll reach out within [response time] to talk about your site.
Request received.
This is a request, not a booked time yet. We'll text you to lock in a time.
Teardown requested.
We'll send your teardown [delivery method and time].