Dillen Wade runs Pro GC & Restoration out of two SW Florida offices. IICRC-certified, Hurricane Ian veterans, fluent in nine major insurance carriers. The technical work was never the question — Dillen's crew knew restoration cold. The problem was a website that didn't tell either of his two audiences the truth about who he was. Here's what we built, line by line.
Family-owned, IICRC-certified, Hurricane Ian veteran. Dillen's crew has been on the ground in SW Florida for every major storm of the last decade. He came to us with the technical reputation already earned — what he needed was a brand and a website that adjusters and homeowners would both trust at first glance.
[TBD with Dillen — pull-quote on what changed since launch goes here once we run the 30-day debrief call.]
[Founder photo to replace this monogram once Dillen sends one]
[TBD with Dillen on the 30-day debrief: lead-volume lift, adjuster referrals, # post-launch closed jobs, conversion rate. Slot these in when we have them.]
Restoration is one of the few service categories where you're not just selling to homeowners — you're also selling to insurance adjusters. A homeowner googling "water damage Naples" wants speed, empathy, and a fast quote. An insurance adjuster vetting a contractor to add to their preferred-vendor list wants documentation, certifications, claims-process fluency, and IICRC compliance.
Most restoration sites optimize for one audience and lose the other. Dillen had the credentials, the crew, and the Hurricane Ian field experience to win both — but the old site read like a generic template that signaled neither. The adjusters his team had worked with for years had nothing to point new colleagues to. The homeowners landing on the site in a panicked moment couldn't tell if Pro GC was a one-truck operation or a serious firm.
The brand position we wroteThree lines, three audiences. "Built Tough" speaks to the GC side (new construction, additions, post-storm rebuilds). "Repaired Right" speaks to homeowners (water/fire/mold cleanup done correctly the first time, the first time). "Restored Fast" speaks to insurance adjusters (the speed they need to close claims efficiently). All three tied together under one IICRC-certified, family-owned, dual-office brand.
The tag line that anchors the dual-audience play: "Hired by neighbors. Trusted by adjusters." Then the adjuster-facing line that signals documentation discipline: "We document the way claims pay."
What we builtThis wasn't a programmatic-SEO play (we use that pattern when service area is the dominant variable, like Drou Co's 12 NH cities). For Pro GC, the right play was a custom premium brand build, hand-tuned to dual-audience messaging:
The competitors in SW Florida restoration fall into two camps. The franchise giants (SERVPRO, ServiceMaster) look professional but feel corporate. The local independents look DIY and lose credibility with adjusters. Pro GC's positioning splits the difference — local enough to be trusted by neighbors, professional enough to be added to insurance preferred-vendor lists.
Every design choice on the site reinforces both. Premium typography (Cormorant Garamond serif for the brand voice) signals quality without feeling corporate. The IICRC + insurance-carrier strip lands the trust signal in the first 5 seconds. The "When You Call" timeline tells homeowners exactly what's about to happen — reducing anxiety in what's usually a panicked moment.
And the part most agencies miss entirely: adjusters bookmark vendor sites. They scroll the credentials section before they ever pick up the phone to ask for a quote. Dillen's site is now built to win that bookmark-and-route moment — not just the homeowner-in-crisis moment.
We will audit your current setup, show you where leads are leaking, and tell you what we would build first. Zero pressure.
Book Free Strategy Call →