Fictional demo · not a real business
Hollow Oak Tree Care
A tree service site that shows, step by step, how a big tree comes down without touching the house.
The business problem
A homeowner with a big tree leaning toward the house is worried about one thing: will it land on the roof? Most tree service sites list services and stop there, so the homeowner still can’t picture the job or tell whether the crew knows what it’s doing.
The approach
Draw the job out. As you scroll, one tree beside a house comes down the way a careful crew does it: limbs lowered on a rope, the trunk in sections, the last piece, then the stump ground out. The services follow in plain words, a big call button stays on screen, and a no-send form shows how a customer could text a photo of their tree instead of leaving a voicemail. The business, its 555 phone number and every drawing are made up for the demo.
What this proves
Evidence before inference.
- Fictional business, labeled on every screen of the demo and in this portfolio
- No reviews, ratings, history or photos invented; the proof chapter explains what a real business would show
- The demo sends nothing and collects nothing
- Browser QA: 84 of 84 checks across desktop, phone, 320 px and reduced motion on the live demo
Julian's role
Concept, scroll-drawn removal sequence, homeowner-first copy, phone-first layout, no-send text preview, QA, publishing.
- Local service website
- Scroll-drawn explainer
- Phone-first layout
- Photo-text preview