Starter designs

Eleven websites for businesses that don't exist.

Every one of these is a real, working website for an invented Orange County business — a burger counter in Santa Ana, an HVAC shop in Ontario, a med spa in Corona del Mar, a law firm in Costa Mesa, a dentist in Tustin, a Tex-Mex counter in Fullerton, a charter boat in Newport Harbor, a home builder in Laguna Beach, a private-jet operator at John Wayne Airport, a donut shop in Costa Mesa, an animal-free dairy brand. They are fictional so that nothing on them has to be exaggerated, and so we could publish the prices, the deadlines and the refusals that a real client would take a month to approve.

  • The Salazar Air Conditioning & Heating starter design, a fictional Ontario business

    Trades — HVAC, plumbing, electrical, roofing

    Salazar Air Conditioning & Heating · HVAC & trades website

    Ontario, California · a business we invented

    Built for the phone call, not the brochure. The page knows the shop's hours, and after they close every button quietly changes what it does.

    The part worth opening it for

    A dispatch strip that reads the clock in Los Angeles: open, and it's a call button; shut, and the same button becomes a text, because nobody answers a phone at 9pm and pretending otherwise costs you the job.

    • Real prices, published
    • Booking that texts the shop
    • The last eight jobs, dated from today
  • The Avenelle — Injectables & Skin starter design, a fictional Corona del Mar business

    Med spa, aesthetics, wellness

    Avenelle — Injectables & Skin · med spa website

    Corona del Mar, California · a business we invented

    The vertical's two best-converting elements are a before-and-after gallery and a photo of the injector. Both are things we won't fake, so the design replaced them with something better — a drawn elevation with ten priced zones on it, and a licence number you can check.

    The part worth opening it for

    A dimensioned drawing of a face with ten numbered zones, each publishing the price, the dose, how long it lasts, the real downtime, what it costs to undo — and what the practice won't do to that part of a face.

    • Every price posted
    • No before-and-afters, and nobody on it is real
    • Booking that refuses you before you spend
  • The Tizón starter design, a fictional Santa Ana business

    Restaurants, burger counters, taquerías, cafés

    Tizón · burger counter website

    Santa Ana, California · a business we invented

    The menu is the product. Most restaurant sites ship it as a PDF that Google can't read and a screen reader can't either — which in California is how you end up defending an accessibility claim.

    The part worth opening it for

    A live menu with two prices on every line: what it costs at the counter, and what the same thing costs on the delivery apps. The chorizo grind counts down through the day and then strikes through with the hour it sold out — and a skeleton in a hat walks across the page while it does.

    • Counter price vs app price, published
    • Fourteen photographs graded to one green
    • Health placard done right for Orange County
  • The Ashlar Law Group starter design, a fictional Costa Mesa business

    Law firms — family, criminal, estate, injury

    Ashlar Law Group · law firm website

    Costa Mesa, California · a business we invented

    A law firm's website is regulated speech in California, and this one carries everything the category advertises — the settlement figures, the partners' faces, the client reviews, the awards — and then declares every single one of them. Nine times: in the title, beside the headline, first in the page, in the footer, and on each band that holds an invention.

    The part worth opening it for

    A bar number that resolves. Tap #000000 in the footer and it opens the State Bar of California's own licensee page for number 0, where the regulator itself tells you nobody is there. On a real firm's site that link returns a licence status, an admission date and every public discipline record — the one check worth running before you hire anyone, and almost no firm invites it.

    • Nine declarations, one per invention
    • Faces generated, and labelled as generated
    • A bar number you can actually check
  • The Fernhill Dental starter design, a fictional Tustin business

    Dentists, orthodontists, health practices

    Fernhill Dental · dentist website

    Tustin, California · a business we invented

    Every patient asks the same question and no practice will print the answer: what will this cost me, with my insurance? This page prints it — and then does the arithmetic.

    The part worth opening it for

    An insurance estimator: pick what your mouth needs and what your plan looks like, and watch the deductible, the percentages and the annual ceiling land on an exact number — with the procedure code on every line.

    • The whole fee schedule, published
    • The $1,500 ceiling, made visible
    • A 2am triage list instead of a fake 24/7 line
  • The Relleno starter design, a fictional Fullerton business

    Fast casual, counter service, food trucks

    Relleno · counter service website

    Fullerton, California · a business we invented

    Everyone's been burned by the $9.95 burrito that rings up $16. This page prints the register receipt while you build your order — every upcharge declared before you tap it.

    The part worth opening it for

    The receipt before you order: five steps, every price on the button itself, the free things printed at $0.00, and the total landing with Fullerton's actual sales tax, to the cent.

    • Hand-drawn identity, credited photographs
    • English on the button, Spanish under it
    • The only red on the page is the hottest salsa
  • The Soundline Charters starter design, a fictional Newport Beach business

    Charters, boat rentals, tours & experiences

    Soundline Charters · charter boat website

    Newport Beach, California · a business we invented

    Charter sites sell “from $340” and a vibe. This one prints the crossing to the minute — against tonight's actual sunset — and the total to the dollar, fuel burn included.

    The part worth opening it for

    The crossing planner: pick a boat and a trip, and the itinerary computes from distance ÷ cruise speed while the ledger prints every line the dock will ever ask of you — including the gratuity nobody warns you about.

    • Sunset computed, not vibed
    • Blue belongs to the sea — the colour law
    • A zeroed USCG licence that links to the real checker
  • The Boardform starter design, a fictional Laguna Beach business

    Builders, remodelers, architects, real estate

    Boardform · home builder website

    Laguna Beach, California · a business we invented

    Builder sites end at “contact us for pricing.” This one prints every project's cost and dollars-per-square-foot on the card, and does the second-meeting arithmetic in the open.

    The part worth opening it for

    The build ledger: size × a printed finish band × a printed site factor, landing as an honest range — with the design-review months every builder's timeline omits on their own line.

    • Cost and $/sqft on every card
    • The months printed, Board included
    • Monochrome by law — colour lives only in the photographs
  • The Halyard Jets starter design, a fictional Orange County · John Wayne Airport business

    Private aviation, charter, luxury services

    Halyard Jets · private jets website

    Orange County · John Wayne Airport, California · a business we invented

    The vertical sells “from $2,500 an hour” and a leather chair, and hides the tax, the minimum, the tail number and the curfew. This one prints the whole quote before it asks your name.

    The part worth opening it for

    The quote that prints itself: pick an aircraft and a destination and it computes the block time from the great-circle distance, adds the two-hour minimum, the 7.5% excise tax, the per-head segment fee, landing and handling — and checks your departure against John Wayne's real night limits, on the Los Angeles clock.

    • Operated or brokered — the quote says which
    • Distances computed, not typed
    • A video hero, and the disc actually plays it
  • The Ring Light Donuts starter design, a fictional Costa Mesa business

    Bakeries, donut shops, coffee, dessert

    Ring Light Donuts · donut shop website

    Costa Mesa, California · a business we invented

    Donut-shop sites hide what a person outside at 6:40 AM wants to know: what's left, what it costs, what a dozen saves, and why the receipt does or doesn't have tax on it. This one prints all four — and it moves.

    The part worth opening it for

    The pink box: fill it from the case and the receipt prints itself — the singles, the dozen rule stated as arithmetic, and the California sales-tax line that reads $0.00 to go and 7.75% at a table, because cold bakery goods sold to go are exempt. The big-order page runs that same receipt at office scale, and a third page dates the pink box itself. Cutout donuts levitate, the builder donut spins with your scroll, and adding throws sprinkles.

    • The case sells out on the Costa Mesa clock
    • Calories on every card, by choice
    • Pink is the box — the colour law
  • The MOOT — Animal-Free Dairy starter design, a fictional Costa Mesa business

    Consumer packaged goods, food & beverage brands

    MOOT — Animal-Free Dairy · food brand website

    Costa Mesa, California · a business we invented

    A CPG brand site where every pack slot takes the photograph or the drawing behind it without moving a pixel, so the shoot can arrive one flavour at a time — the sixth carton went from drawn to photographed in an afternoon. Nothing on it is stock, and what the category hides it prints, starting with the milk allergen warning on the front.

    The part worth opening it for

    The ledger: pick what you pour now — oat, almond or soy, the milks this buyer actually chooses between — and it costs your real cart against their published prices, per glass and per gram of protein, and states who wins each in the same voice whichever way it falls. Dairy gets one honest line of fine print: it's cheaper, and this page is for people who've already left it.

    • Drawn or photographed, the same slot
    • Price per fluid ounce on every card
    • A store finder that computes its miles

Your trade isn't here?

These eleven took the shape they did because each trade has one question its websites refuse to answer. Tell us yours and we'll tell you, on a fifteen-minute call, what that question is for your business — whether or not you hire us.