Website
Thaw
Answering homeowners’ questions before the first call
Client
Thaw
Year
2026
Timeline
6 weeks
Role
Design and build
Services
Website design · Information architecture · Build
The brief
Thaw installs heat pumps in older homes across New York and New England. Their site was a single page with a phone number, so homeowners called with the same questions: what it costs, whether it works in January, how loud it is, and which rebates apply. The founders wanted those answers on the site, and a way for people to book a home assessment.
What I did
Maeve’s team forwarded a month of customer emails, and we sorted them into the pages the site needed: how it works, cost and rebates, installation day, and service areas. I designed the site around one action, booking an assessment, and kept prices as ranges the team could stand behind. Then I built it, set up service areas as pages the team can add without me, and recorded a walkthrough for anyone who edits the site.
After launch
Homeowners now arrive at the assessment having read the cost page, so the conversation starts with their house, not the basics.
Maeve Rutter · Co-founder and CEO, Thaw
“The site answers the questions homeowners used to call us about. We launched on the date in Juno’s proposal, and we add new service areas ourselves.”
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