Home/Client work/MacGregor Sprinkler
Case study · Home services
MacGregor Sprinkler is an owner-operated irrigation contractor in Middleburg, Florida, run by Colby MacGregor. It repairs, installs and maintains sprinkler systems, tests and replaces backflow preventers, and fixes yard drainage across Clay, Duval, St. Johns and Nassau counties.
MacGregor Sprinkler · Middleburg, FL
Colby started the company in 2025. The site is built around how he actually works: he answers the phone himself, quotes the job before touching anything, and prices by the job rather than by the hour.
01 The brief
MacGregor Sprinkler opened in 2025. One owner, one truck, a handful of public reviews and no archive of past jobs. The site could not lean on volume or history, so it had to win on what a homeowner with a broken zone actually wants to know: who picks up, when they come, and how the price is set.
It also had to work for the calls that arrive with a deadline attached, like a backflow test letter from the utility, and for a service area that covers four counties in Northeast Florida rather than one town.
02 What we built
01
The homepage asks what the system is doing: a head spraying like a geyser, a zone that will not come on, a water bill that jumped, a letter about a backflow test. Each symptom links to the page that explains the usual cause, because people describe the problem, not the part.
02
Colby answers within the hour, quotes the job and does the work. The copy says so plainly, because for a one-person trade business that is the real advantage over a dispatcher and a rotating crew.
03
No hourly meter, no surprise line items, a quote before any work starts. There is no rate card, so the site explains how a price is reached instead of publishing numbers that would be wrong the first time the ground is opened.
04
Clay, Duval, St. Johns and Nassau each get a page covering the towns, the local utility and the jobs that come up there. A homeowner in Fernandina Beach searches differently from one in Orange Park.
05
Every call to action is the phone number or a text link, with a quote form as the backup. A photo of the wet spot or the utility letter tells Colby more than any form field could.
06
The about section says it is the company’s first year, in those words. A handful of real reviews shown as they were posted reads better than a business pretending to be older than it is.
03 Why we made those calls
A new company has no job photos yet, so some pictures on the site are AI-generated. Each one is marked as illustrative and says so in its alt text, none names a town or a job, and the site’s own AI disclosure page explains why. They are being replaced with the company’s own job photos as those come in.
Reviews are quoted as they were posted on Google and Yelp, trimmed only for length, with the platform and month on each one. None of them were written for him.
The site moved onto the domain the client paid for, macgregorssprinklers.com, rather than staying on a preview address. A local trade business that sends customers to a temporary link is borrowing trust it should own.
We would rather publish a case study with no numbers than one with numbers we cannot stand behind. If you want figures from a prospective agency, ask how they were measured and over what window, the answer is usually more revealing than the figure.
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