Caliber
www.caliber.coma collision and auto-service chain whose site is a clean, trust-first conversion funnel, with "Online Estimate" and "Book an Appointment" front and centre, a confident dark-on-white system, and a single bold accent.
Design tokens
- display
- Akkurat
- body
- Akkurat
- sans
- Akkurat
- support
- Poppins
- mono
Do / Don't
Reference it for
- Quote-and-book-first navigation: "Online Estimate" and "Book an Appointment" promoted as primary actions for a trade customer who wants to move fast.
- Selling the outcome ("get back on track") rather than the mechanics of the service.
- A calm, competent palette: crisp near-black on white with a single bold accent, signalling trust not grease.
- Clearly-named service lines (Collision, Auto Glass, Fleet) so visitors self-route to their need.
- A locations + why-us + contact trust spine under the conversion actions.
Do not copy
- The purple accent and Akkurat type are caliber's identity; pick the client's own accent and a licensed equivalent.
- caliber's national scale (fleet, many locations) justifies its nav; a single workshop should trim to Estimate / Book / Services / Location.
- "Get back on track" is their line; match the reassuring tone, do not lift the phrasing.
Signature moves
quote-and-book-first nav
"Online Estimate" and "Book an Appointment" are promoted as the primary actions for a trade customer who wants to move fast
calm competent near-black-on-white system
crisp near-black on white with a single bold accent signals trust not grease, on tight 2-5px radii and 0.3s ease motion
self-routing named service lines
clearly-named service lines (Collision, Auto Glass, Fleet) let visitors self-route to their need above a locations + why-us + contact trust spine
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