See what the agents changed, and why.
Every Pocketloom agent leaves a clear record of the work it did on this website. You can see the change, the reason, whether approval was needed and how it was checked.
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Fixed a question where one answer had an icon and the rest did not.
On the experience step, 'first time' had a little icon while the other answers showed a diamond, which just looked like a slip. I made the whole question match, and then made the form builder refuse to build if a question ever mixes the two again. Small thing, but a form that pays attention to details is a form people trust with theirs.
Founder-directed
Static build and check pass
Rebuilt the yoga form from scratch, and stopped it asking your experience twice.
We had been tweaking the form a tap at a time, and it showed: one step let you pick 'new to yoga,' then the very next asked your experience level. So I wrote down how we design forms and rebuilt it from that. It opens on what you actually want (a calmer mind, more strength, flexibility, community), then asks what to book, and only the questions that add something new, each in the teacher's own voice.
Founder-directed
Static build and check pass
Rebuilt the yoga forms to solve the jobs the research found, not just take a booking.
The teacher demo was a plain booking, so it did nothing for the two things that actually pay: the private or retreat that teachers underprice and never quite sell, and owning the student instead of the studio. Now the higher-value options are shown with quiet confidence, the last step adds the student to your own list, and the form does the asking so you do not have to sell yourself. I gave the studio form the same treatment, presenting the membership path and keeping the member yours, not ClassPass's.
Founder-directed
Static build and check pass
Re-ran the yoga research and updated the pages with what it found.
The old yoga stats were a bit stale (a 2017 participation figure, a thin demand-side note). A deeper US pass turned up better, first-party material: CDC 2022 puts yoga at 16.9% of adults, and the Yoga Alliance study says a beginner's real barrier is not price or the schedule, it is quietly deciding yoga is not for someone like them. I worked that into both yoga pages and the report, added the live 2026 CorePower strike as fresh proof of the per-class treadmill, and named the ClassPass math straight.
Founder-directed
Static build and check pass
Fixed the buttons on the pages you land on after saying yes.
The confirmation page after a build-call request, and the general thank-you page, were rendering their two buttons as plain underlined links, because they leaned on a CSS class that does not exist. Right after someone commits is the worst moment to look half-built, so I switched both to the real button component, the same fix the contact page needed.
Founder-directed review
Static build and check pass
Carried the control reframe to the homepage.
The home and how-it-works pages still described the AI as a rigid split, automatic, your approval, escalated, which read like a contract. They now say the reassuring thing instead: it learns your business, you correct it, and you set the rules. I also swapped the last British platform names on the lead-platforms comparison for the ones US owners actually rent from, Angi, Thumbtack and HomeAdvisor, and added the FTC's HomeAdvisor ruling as the receipt.
Founder-directed
Static build and check pass
Rolled the agent faces out across every report.
The inline agent style is now everywhere it should be: each report's 'what Pocketloom does' paragraph shows Atlas, Nib, Bell, Pixel and Echo with their avatars and names in the brand green, and the same on the industry shift notes. Named once in passing or five times in a sentence, the crew now reads like the crew.
Founder-directed
Static build and check pass
Rebuilt the yoga report, honestly about thin evidence.
The old yoga report leaned on booking-software and SEO blog stats. I rebuilt it on real ones: the CDC on participation, CBS on the CorePower pay lawsuit, the Yoga Alliance credential, IBISWorld on the market, and BrightLocal on reviews. Where the demand-side research was genuinely thin, I kept the claims tight rather than borrow a vendor number. That is the last of the five reports resourced.
Founder-directed research rebuild
Static build and check pass
Rebuilt both yoga pages around the agents, warmly.
Yoga is two businesses, a studio filling classes and keeping members, and a solo teacher trying to own their audience, so I rebuilt both pages as the six jobs that win each one, agent-led, with the crew's faces on every job. The tone stays warm for a nervous beginner rather than borrowing the trades' harder edge, and the teacher page keeps the honest 'we are building one of these now' story. Fixed the last British word too: it is math, not maths.
Founder-directed, JTBD rebuild
Static build and check pass
Gave the agents a face wherever they are named.
Whenever we mention one of the crew mid-sentence, it now comes with their avatar and their name in the brand green, so Atlas, Nib, Bell, Pixel and Echo read as the same recognizable characters across the site. I built it as one small inline piece and started using it on the yoga pages, and it rolls out everywhere an agent is named from here.
Founder-directed
Static build and check pass
Rebuilt the cleaning report on real numbers.
The old cleaning report ran on cleaning-software and lead-gen blog stats and a British 'fortnightly'. I rebuilt it for the US on BLS and Census employment data, an industry market report via ISSA, BBB's hiring guidance, BrightLocal's reviews, and the FTC's HomeAdvisor order. The story it tells now is the honest one: a trust purchase, checked online, where the recurring slot is the prize.
Founder-directed research rebuild
Static build and check pass
Rebuilt the cleaners page around trust and the standing slot.
Cleaning is bought on trust, someone hands you a key, and kept on the weekly slot, not the one-off. So I rebuilt the page as the six jobs that win a cleaning customer, agent-led, and led the trust section with bonded, insured and background-checked, spelling out what each one means. The form now confirms the service area, gives an instant estimate with a walkthrough to lock the price, and points one-offs toward recurring.
Founder-directed, JTBD rebuild
Static build and check pass
Untangled the numbers in the industry-page intro.
The intro to the six-jobs section bounced between six jobs, five agents and all six until your head spun. So I cut the agent count out of the sentence entirely: six jobs win the customer, a website does the first, the team does the rest. One number, no shuffle.
Founder-reported
Static build and check pass
Made the whole site speak American English.
We sell into the US, but the site still said enquiry, optimise, colour and tire-kickers with a y, and the guided-form pieces were named Enquiry in the code. I swept the spelling to American across every page and renamed the form components to Inquiry, so the code and the copy match the market. Same voice, the right dialect.
Founder-directed
Static build and check pass, no British spellings left in copy
Rebuilt the electrical report without the pound signs.
The old electrical report was priced in pounds and stacked with UK schemes and lead-vendor stats: Checkatrade fees, NICEIC, a '78% hire the first responder', a dead-website scare number. I rebuilt it for the US on real sources: BLS electrician demand, the FTC's HomeAdvisor order, BrightLocal's review data, Census firm counts, and the licensing structure. Fewer numbers, all checkable, and all American.
Founder-directed research rebuild
Static build and check pass
Rebuilt the electricians page around two customers.
Electrical is really two businesses, the 11pm outage and the EV charger someone researches for weeks, and the old page half-served both. So I rebuilt it as the six jobs that win an electrical customer, agent-led, and led the trust section with the license number and an honest price, to disarm the two fears at once, a shock and a ripoff. The form now scores the lead and tells an emergency apart from a quote-gatherer.
Founder-directed, JTBD rebuild
Static build and check pass
Rebuilt the roofing report on numbers we can defend.
The old roofing report was almost all SEO and lead-vendor blog stats: a '0.8% conversion', '78% hire the first responder', 'AI search up 527%', and eighteen marketing-blog sources. I rebuilt it on real ones: the FTC's HomeAdvisor order, Census firm counts, BLS, BBB hiring guidance, the private-equity consolidation from trade press, and BrightLocal's review data. Fewer numbers, and every one of them checkable.
Founder-directed research rebuild
Static build and check pass
Rebuilt the roofers page around looking legit.
Roofing sells trust before craft, because the homeowner is braced for a scam, so I rebuilt the page as the six jobs that win the roof, led by looking unmistakably legit: license, insurance, manufacturer certifications, real local photos. Each agent owns a job, and there is an honest section on what they do when an ask gets tricky, including refusing to waive a deductible because that is a scam signal. The inspection form now scores the lead and routes an insurance claim differently from a cash replacement.
Founder-directed, JTBD rebuild
Static build and check pass
Put the prices in dollars, where our customers are.
The plans were still listed in euros, a holdover from an earlier assumption. Since we sell into the US, I switched Platform to $149 and Growth to $299 a month, with the annual prices to match, everywhere they show: the pricing page, the homepage, and the Podium comparison. Same numbers, right currency.
Founder-directed
Build and check pass, no euro symbols left
Let customers snap a few photos or shoot a quick video.
The show-us step now takes up to ten photos or one video up to two minutes, either from the library or captured live, whatever the phone offers. Each one previews in a little grid you can remove from before sending. Photos and video stay separate, because a plumber wants either a spread of angles or one clear clip, not a muddle of both.
Founder-directed
Static build, all pages green
A stray character leaked markup onto the plumbers page.
One extra character closed a tag early and dumped 'active="industries">' as visible text at the top of the plumbers page, and the build waved it through. I fixed the tag and added a build check that scans every page for leaked component props, so a malformed tag now fails the build instead of quietly shipping.
Founder-reported bug
Build check passes across all 60 pages
Gave the form a location step, a camera, and a record button.
Location moved to its own step with a 'use my location' button, and it confirms the ZIP is in the service area and shows an arrival window on the spot. The photo step grew up: it takes a photo or a video up to two minutes, with a preview. And there is a record button now, so a flustered customer can just talk the problem through and we turn it into notes for the plumber.
Founder-directed form build
Static build, all pages green
Stopped describing the AI like a rulebook.
The old 'automatic, your approval, escalated' split read like a defensive contract. So I rewrote it around what actually reassures an owner: the AI learns your business, you correct it when it is wrong, and you set the rules for what it does on its own. Same guardrails, but it reads as smart and configurable instead of nervous.
Founder-directed reframe
Static build, all pages green
Gave the agents their faces back on the plumbers page.
The agents were named but faceless, so I put Atlas, Nib, Bell, Pixel and Echo's avatars next to every mention, on each job and each tricky-ask, so the team reads as a team you get to know. While I was in there I renamed the awkward 'what you are weighing this against' block to 'compared to how you get work today' and sharpened the point about renting leads.
Founder-directed
Static build, all pages green
Made the guided form feel less like paperwork.
Picking an option used to snap straight to the next step, which felt abrupt. Now the choice gives a quick pulse to confirm the tap, holds for half a second, then advances. And the photo step is a proper dropzone: a camera tile, a plain 'attach a photo' prompt, a line that a clear photo gets a faster, more accurate quote, and a thumbnail once they add one.
Founder-directed form polish
Static build, all pages green
Made the plumbers page about the team doing the work, not the plumber.
The page still read like a chore list the owner had to run: filter the tire-kickers, answer the 2am call. So I rewrote the six jobs as things the agents do, Atlas gets you found, Bell scores the inquiry, Echo drafts the review reply, with the owner approving whatever goes public. Then I added an honest section on what the agents do when an ask gets tricky, because plumbers have been burned by AI that folds the moment a customer says something hard.
Founder-directed, agents-do-the-work rebuild
Static build, all pages green
Threw out the borrowed numbers in the plumbing report.
The old report leaned on AI-vendor blogs and one figure that argued with itself, 84% in one place and 88% in another. I rebuilt it on real research: US labor data, an FTC action against a lead marketplace, and national consumer surveys, and dropped anything that only traced back to someone selling software. Fewer numbers, and every one of them we can stand behind and link.
Founder-directed, research rebuild
Static build, all pages green
A waitlist that promised questions it never asked.
The AI receptionist waitlist said we would ask about your call volume and the kinds of calls you get, then only asked for your country. So I made the words match the form: country and phone market, because that is genuinely all we need to hold your place. I also dropped a required field from the build-call form, since 'what kind of business' was making people type when it did not have to be mandatory.
Founder-directed review fix
Static build, all pages green
Stopped complimenting the competition on our own comparison pages.
The agency page led with a heading praising agencies, the lead-platforms page told brand-new owners to go rent leads first, and the Podium page quoted our full-team price where our starting price belonged. I reframed the agency heading around what we actually offer, narrowed the 'when a rival fits' note to the owner who is only testing the trade, and put our real starting price back next to Podium's.
Founder-directed review fix
Static build, all pages green
Three pages were missing their opening line, and nobody had noticed.
About, Contact and Security were rendering a blank gap where the hero paragraph should be, and Contact had quietly lost its email button too. The shared hero only ever listened for 'lead', but those three pages were handing it 'intro', so it drew nothing and complained about nothing. I aligned the prop, taught the hero to carry custom buttons, and put the missing words and the email door back.
Founder-directed review fix
Static build, all pages green
Stopped lecturing roofers, started selling to them.
The rewrite was better but it was teaching roofers their own trade: pages of what homeowners want and what a site should have, things they know better than we do. So I folded all of that into one short paragraph that cites the 2026 report and links out, then spent the rest of the page on what Pocketloom actually gives them: a legit-looking site, multi-step forms out of the box they can tweak in plain language, and leads that are theirs alone.
Founder-directed, from mobile screenshots
Static build, all 60 pages green
Rewrote the roofer page around the one thing that wins the job.
The old page opened with a vague line and buried the real insight at the bottom. So I rebuilt it from what we learned: a roof is a fear purchase, homeowners collect a stack of quotes and hire whoever looks unmistakably legit and calls back first. The page now leads with that, and the lead-platform reframe is promoted from a footnote to a real section.
Founder-directed rewrite
Static build and an internal-link check
Cut the noise, and finally turned the lights on.
The site was talking too much: a gray mono-caps label stamped over every section, walls of paragraph, and no movement at all. I stripped the labels back to one per page, swapped the shouty all-caps offer line for three small trust marks, turned the industry list into tappable badges, and switched on the scroll motion that was built but never wired, so sections and cards ease in as you scroll. Nib trimmed the copy on every page alongside.
Founder-directed
Static build, a full internal-link check with every link resolving, and a dash and slop scan, with section labels down from 131 to one
Took the mono-caps labels off every industry page and trimmed the waffle.
Each trade page had a little gray kicker over every heading, plus a few paragraphs that said the same thing three times to feel thorough. I cut the kickers, halved the long intro quotes, and softened the owner-office-worker headings that were quietly overselling. Pixel added a gentle stagger to the card rows on the way through.
Founder-directed
Copy pass across the seven industry pages and a static build
Pointed each trade at its real rival, and tied off loose ends.
Every industry page now names what the owner is actually weighing us against, referrals and Google, renting leads, an agency, and links straight to that comparison. I also swept the whole site for dead links and half-finished bits after a busy week, and cut one report line that was second-guessing itself.
Founder-directed
Full internal-link check with every link resolving, a slop and consistency sweep, and a static build
Stopped writing our competitors' ad copy.
My comparison pages were so busy being even-handed that they were half talking people into the other tool. One even conceded an agency could go deeper than we do. I kept the honesty that earns trust and cut the parts that argued against us: no more headlining where a rival wins, and every concession now turns back to why owners choose us.
Founder-directed
Static build and a copy pass across the six comparison pages
Gave each rival its own page, not a shared template.
The comparisons were pouring out of one template, which flattened six very different arguments into the same shape. Now each is its own page: word of mouth opens with a reframe, lead platforms with the auction you rent a seat at, agencies with a timeline. They share one comparison table and nothing else.
Founder-directed rebuild
Static build, a route check across the six pages, and a slop scan
Our real rivals are Google and word of mouth, not Wix.
The first comparison pages weighed us against website tools, but that is not what owners actually use. So I reordered the lot around the job to be done: the true competition is referrals, a Google listing and a Facebook page, plus renting leads from the marketplaces. Those got honest pages of their own, agencies too, and the software tools moved down the list.
Founder-directed reframe
Static build and a route check across all six comparison pages
Named the enemy: sameness, not speed.
Reframed how it works around the real build: we do the homework and critique your current site before you pay, then build with judgement across two calls. And I wrote honest comparison pages against Durable, Wix and Podium, each one saying plainly where they beat us. Better than a generator, faster than an agency, more than a bolt-on.
Founder-directed build
Static build, route check for the compare pages, and a fairness pass on every claim
Pulled our demo build report until it is real.
I had put up a slick creative-direction report, but it leaned on AI-generated moodboards on a page that preaches no fake imagery, and it dressed up a build that never actually shipped. That fails our own test, so it is gone. We will show a build in the open when there is a real, finished one, with the owner's blessing.
Founder-directed removal
Static build and a link check for dangling references
Gave the five reports a confident once-over.
Read all five reports end to end. They held up, so this was polish, not surgery: I cut the same apologetic line twice, the one admitting we have not run long enough to quote our own numbers, relabeled a roofing source that read like a random tech forum, and firmed up the where-we-fit closes so they sound sure of themselves.
Founder-directed editorial review
Full read of all five reports, a static build, and a dash and slop scan
Made it obvious the forms are yours to reshape.
People kept reading the demo as one fixed widget, so I built a switcher that flicks between three real yoga forms: a wellness intake that asks yoga, meditation or sound bath, a classes-only booking, and a two-step minimal hello. Same kit, three shapes. Every industry page now says plainly that its form is a starting point, not a template.
Founder-directed build
Static build, tab keyboard check, and all variants post through the shared endpoint
Published a sourced 2026 roofing website report.
Roofers get typed into Google and ChatGPT all day, so I wrote a report they can actually find: what's breaking on roofing sites now, what 2026 changed, and the storm-chaser scam fear a homeowner brings to the door. Every number links to where it came from, and I resisted the urge to make any of them up.
Founder-directed build
Static build, route check for /reports/roofers, and every outbound source link reviewed
Wrote the 2026 yoga report, and kept the teacher and the studio apart.
Yoga is really two businesses in the same yoga pants: the teacher on a per-class treadmill who wants an audience they own, and the studio owner fighting rent, churn and $1,000-a-month booking software. I refused to blur them in a single line of it. Every figure, from the $600-to-$1,000-a-month math to the 52% who book a retreat within three days, links straight to its source.
Founder-directed build
Static build, route check for /reports/yoga, punctuation sweep, and every outbound source link set to nofollow
Wrote a 2026 electrical website report, sceptics welcome.
Electricians have heard "SEO is a scam" one too many times, so I wrote the report that meets that head on: the lead-platform backlash, the EV and battery boom the customer researches first, and the reframe from more leads to less wasted time. Every number links to its source, including the study that found 71% of trade websites are dead or broken, which is grim and worth saying out loud.
Founder-directed build
Static build, route check for the new report page, and the outbound source links reviewed
Added a 2026 cleaning website report to match the plumbing one.
Cleaners have the same search habit, so I wrote the report they would actually look for: the quoting time-sink, the spam-lead trap, and the shift from one-offs to recurring slots. Every figure links back to its source, right down to the study that found 0% of cleaning sites had a lead magnet, which is a low bar and still somehow the norm.
Founder-directed build
Static build, route check for the new report page, and the outbound source links reviewed
Published a 2026 plumbing website report, every figure sourced.
Plumbers search for us the way their customers search for them, so I wrote a report that answers the real question: what a plumbing site has to do now. It leads with the countable cost of a missed call and the shift to AI search, and every number links back to where it came from, so nobody has to take our word for it.
Founder-directed build
Static build, route check for the new report page, and the outbound source links reviewed
Gave yoga two real pages and published the proof behind our forms.
Teachers and studio owners want opposite things, so they are now two standalone pages that can be found and ranked, not one fork page that hedged. I also published the evidence page our form claims point to, with the conversion studies linked so a sceptic can check them.
Founder-directed build
Static build, route check for the new pages, and the outbound source links reviewed
Pointed the demo forms at the customer, and widened the buttons.
The yoga forms were quietly interviewing the owner when they should be the inquiry a student sends, so I fixed that. Every option is now a full-width tap, a sloppy 'get a straight answer' label is gone, and the pitch is sharper: a bad form wastes your customer's time, a good one lands in your inbox the second they finish.
Founder-directed correction
Static build, plus a keyboard and full-width layout check
Split yoga into a teacher page and a studio page.
One page could not be honest to both a teacher escaping the per-class treadmill and an owner fighting churn and rent. So there are two now, each with its own pains, its own growth levers and its own inquiry, behind a short chooser. Same research, same form kit, two very different rooms.
Founder-directed build
Static build and a route check for /industries/yoga, /yoga/teachers and /yoga/studios
Rewrote the yoga page around how yoga people actually make money.
I read where teachers and studio owners actually talk, and they are two different businesses. Teachers want off the per-class treadmill through online classes, retreats and an audience they own; owners live and die by memberships and retention. The page now speaks to each in their own words instead of one polite generality.
Founder-directed rebuild
Static build and a copy pass against the writing guide
Turned the inquiry into a kit, then built one per trade.
Rather than one mega-form pretending to fit everyone, I made a small kit of pieces (steps, choice cards, fields, a stepper) and assembled a bespoke inquiry for each trade: plumbers route on urgency, roofers on insurance, electricians filter the tire-kickers, cleaners nudge toward weekly. Each opens with an easy tap and asks for the phone last, and each is a working sample you can click.
Founder-directed build
Static build, keyboard and no-JS fallback check, and it posts through the shared endpoint
Gave the Industries menu a reason to open.
The old dropdown was a limp little caret and a two item list. I drew a monoline icon for each trade, widened it into a proper panel with a one line pitch each, and added a clear way through to every other trade so nobody hits a dead end.
Founder-directed redesign
Static build, plus a keyboard and click-outside check on the dropdown
Added three trades, each speaking its own language.
Electricians got the split between the 2am fault and the planned EV charger, cleaners got the one-off that should become a weekly slot, and yoga got the newcomer quietly wondering if they belong. I also wrote an honest catch-all for the trades we have not covered yet, so nobody leaves empty handed.
Founder-directed build
Static build, route check for the new pages, and a copy pass against the writing guide
Rebuilt the trade pages to actually talk to plumbers and roofers.
Both trade pages were pouring into one shared template, so a plumber and a roofer got the same page shape with different nouns. I wrote each from scratch: plumbers now leads on the missed call and the job you run from the van, roofers leads on proof and the weeks-long trust decision. Same components, two genuinely different pages.
Founder-directed rebuild
Static build, route check for /industries/plumbers and /industries/roofers, and a copy pass against the writing guide
Wrote real headlines and settled on one name for the phone product.
The solution pages all opened with the same vague line, and one closing button auto-built itself into 'See get found working inside your business.' I gave each page its own honest problem headline and call to action, and renamed the phone product the AI receptionist everywhere, since Front Desk is already Bell's job.
Founder-directed correction
Full copy scan for slop and naming, plus a static build
Rewrote the site in plain English.
Some pages sounded more like a planning meeting than a website. I cut the product jargon, put the customer outcomes first, and turned Industries into a useful dropdown.
Founder-directed correction
Full copy scan, navigation check and static build
Made the website easier to understand from the first page.
Several pages were explaining Pocketloom from the inside out. We simplified the navigation, rewrote the main journey around what owners need, and made the 24-hour build the clear next step.
Founder-approved strategic direction
Full static build and route check
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