Five Star Home Services
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client
Five Star Home Services
project type
WordPress CMS Architecture (Custom Post Types & ACF), Figma
year
2020 - 2025
project overview
Before Five Star unified its brand, the company operated dozens of separate HVAC websites across multiple Ohio markets, resulting in fragmented content and inconsistent structure. As Lead Web Developer, I consolidated this ecosystem into a scalable WordPress CMS network of 60+ structured, SEO-optimized sites. I standardized templates, content models, and publishing workflows while leading a small dev team through rapid expansion. This foundation supported a full rebrand and the launch of a new flagship site in 2025 — streamlined, maintainable, and built for long-term growth.
the problem
As Five Star grew, each child company kept its own branding, weakening trust and making the family connection unclear. We needed a unified brand identity so the online experience matched what customers saw in person. Meanwhile, our separate websites competed against each other in search results, creating internal SEO conflicts that made it harder for customers to find the right local company.
the process
I helped define a unified brand direction, a new design for the parent site, and translated it into wireframes that improved hierarchy, flow, and conversion. I then built a scalable web style system for dozens of sites, guided by user behavior and SEO needs. Throughout, I optimized for performance and Web Vitals, delivering a fast, cohesive digital experience built for growth.
the solution
Using Wordpress and Bricks' component system to build a 100+ page site under a tight timeline. I translated the Figma design system into reusable layouts and templates, ensuring consistent branding and efficient development. The result was a fast, scalable, and unified experience built for continued growth.
