Fierce Island Web Design
Web Design Based in Boise, Idaho
Websites built for
businesses who are ready to do it right
High-performance websites designed to boost credibility, attract better clients, and support long-term growth.
If your business has outgrown its website, you're not alone.
- Your site doesn't reflect the quality of your work
- You look smaller online than you actually are
- Leads aren't consistent or aren't the right fit
- Competitors feel more credible, even when they're not
We help established companies upgrade from “good enough” to a website built to position and convert.
Our specialty
Built for premium home service companies
We work with landscapers, custom builders, and exterior contractors who are doing high-quality work, but aren't seeing that reflected online.
These businesses don't need more leads. They need better ones. The kind that match the level of their projects.
Our approach is designed to position your work clearly, build trust quickly, and help your website attract and convert higher-value opportunities.
The framework behind every Fierce Island website
Business owners across Idaho have used this framework to transform their online presence and drive real growth.
Strategy & Positioning
We define your positioning, target customer, and offer before a single pixel is designed.
Conversion-Focused Design
Page structure, trust signals, and CTA flow engineered to turn visitors into leads.
Performance Engineering
Fast load times, clean code, and a technical SEO foundation baked into every build.
Growth Support
When you're ready to scale, we layer in SEO and paid media, without adding new vendors.
Recent Projects
Landscaping Contractor
Fine Grade Concrete, Landscapes & More
Fine Grade is a family-owned landscape and concrete company serving Boise and the Treasure Valley. The owner, Dillon, builds at a craftsman level...full backyard installs, stamped concrete patios, retaining walls along the Snake River, custom firepits. The reviews on Google were a sea of five stars. The work was clearly premium. But the website was telling a different story. It was built on a generic template, the hero image was a photo of wet concrete and trowels, and the services page treated snow removal as an equal peer to landscape design. The leads reflected that mismatch. Lots of small jobs. Few of the high-design, high-budget projects Dillon was actually best suited to deliver. The brief was simple: rebuild the site so it attracts the work the team is already doing (and filters out the work it doesn't want). What we changed, and why From industrial to aspirational We shifted the site from showing work to showing outcomes. The old hero was concrete and tools. The new one is a finished patio that actually feels like something you’d want in your backyard. Same company, completely different message. We cleaned up the headline too. Dropped the long legal name and made it simple. Then added a clear line about what they build and where. Now someone lands on the site and instantly gets it. We also repositioned the company. The old site didn’t really say who they were. Now it leads with a simple truth. Family-owned, full-service landscaping across the Treasure Valley. It answers the big questions right away and builds trust without trying too hard. Services got a big upgrade. Instead of three vague buckets, we broke it into eight focused services. No more snow removal dragging things down. Everything now points toward higher-end projects. The portfolio went from a basic gallery to actual case studies. Each project tells a story. What the challenge was, what got built, and why it mattered. This alone changes how people view the company. We added a simple three-step process to make things feel easy. Free consultation, clear plan, expert build. No pressure, no surprises. That goes a long way with higher-end clients. Social proof is stronger too. Real reviews, real projects, and a clear “trusted by homeowners” message instead of just a list of names. We also built out city pages for local SEO. This helps them show up in more searches across the Treasure Valley instead of just Boise. And finally, we cleaned up the contact experience. Fewer fields, clearer expectations, and a simple promise. No sales pressure. Quick response. The visual system: what makes it feel premium Beyond the structural changes, the visual treatment is doing significant work. The new site uses a deep black background with warm tan and gold accents, a refined serif (Cormorant) for headlines, a clean sans-serif for body copy, and generous whitespace throughout. The navigation is a floating black pill with a custom "F" monogram logo. Buttons are pill-shaped, primary CTAs are filled white, secondary CTAs are outlined. None of these choices are arbitrary. The serif signals craftsmanship, not generic contractor. The black background reads as premium hospitality (think high-end restaurants and architect portfolios), not agricultural. The tan accent color picks up the warmth of natural stone and stained concrete, the actual materials Fine Grade works in. The pills feel modern and tactile. The whole site rewards the principle from earlier: a homeowner about to invest five or six figures in their backyard will judge your craft by your website's craft. The new site demonstrates the same care and design sensibility the team brings to a stamped concrete patio. What this means if you run a landscaping company You don't need a brand-new website to apply most of these principles. If you only do three things this quarter, do these: Replace your hero image with a drone shot of finished work. No trowels. No workers. No equipment. Show the life, not the labor. This single change reframes everything. Revisit your services list. Remove anything that's out-dated, or off-season filler. The premium clients are reading your service grid as a positioning statement, whether you mean it that way or not. Add a "case study" section for your three best projects. Name the project. Describe the challenge in two sentences. Describe what was built in two sentences. Add four feature pills. This is the difference between a portfolio and a body of work. The deeper changes (the rebrand, the city pages, the visual system) compound on top of those three. But the three above are free, fast, and do most of the work. What we built for Fine Grade isn't an aesthetic upgrade. It's a filter. The site looks the way Dillon's actual work looks. The leads coming in now match the work going out. That's the whole game. Interested in a free audit of your current website? Book it here: https://link.fierceisland.com/widget/booking/c5k2nVggq0OzkjCtgfSa
Landscape Lighting & Outdoor Audio
After Dark Landscape Lighting
Scott Ruhoff has spent nearly three decades building what is arguably the most respected landscape lighting company in the Treasure Valley. Founded in 1996, After Dark Landscape Lighting had everything going for it: 130+ five-star reviews, consistent rankings in both local and organic search, a loyal client base stretching back 20 years, and a team of professionals who had delivered stunning work across hundreds of Boise-area properties. On paper, everything looked right. But leads were down. When Scott came to Fierce Island, he wasn't sure where the disconnect was. The phones were quieter than they should have been, and he couldn't point to a clear reason why. He knew the work was exceptional. He knew the reviews were outstanding. He just couldn't figure out why more of the right clients weren't calling. What We Found We sat down with Scott and started pulling apart his online presence. The SEO was genuinely strong. Years of consistent effort had earned After Dark solid visibility for the keywords that mattered. The Google Business Profile was well-maintained. The reviews were glowing. But the moment a prospective client landed on the website, something didn't click. After Dark's work is premium by any measure. Their portfolio shows architectural lighting that transforms a home's curb appeal, backyard installations that turn outdoor spaces into evening retreats, and pergola and riverside projects that are simply beautiful. Their ideal client is a Treasure Valley homeowner investing serious money into their property, someone who expects the same level of care and craftsmanship from every vendor they hire. The old website told a different story. It felt dated: not representative of the quality of the photography, not reflective of the caliber of the reviews, and not what a high-end client expects to find when researching a premium outdoor lighting company. The website was leaking leads that decades of SEO work had earned. The gap between what After Dark delivered and what their website communicated was costing them business. What We Built We didn't touch the SEO. It was already doing its job. Our task was to make sure that when the right people arrived, they felt they had found exactly the right company. We redesigned the site from the ground up with After Dark's ideal client in mind. The new site leads with the work: full-width nighttime photography, elegant typography, and a clean layout that lets the quality of the installations speak for itself. Every design decision was made with one question in mind: does this feel like it belongs alongside the kind of home a premium client would own? Service pages were rebuilt to communicate depth of expertise, not just list what they do. Visitors can now understand the design thinking and care that goes into every installation, which builds the confidence that leads to a call. The portfolio was reorganized into clear project categories (architectural lighting, structural lighting, landscape illumination, and step lighting) so prospective clients can immediately find work that matches their own vision. Trust signals were brought front and center: nearly 30 years in business, 130+ five-star reviews, family-owned, registered Idaho contractors, and long-standing members of the Association of Outdoor Lighting Professionals. The credibility was always there, and the new site finally shows it. The Outcome After Dark Landscape Lighting now has a digital presence that matches the business behind it. The website reflects the premium positioning the company has always deserved, and gives the organic traffic Scott has spent three decades earning a proper place to land. For a company built on the quality of its work, the website finally tells that story the right way.
Trades service
Hockema Landscape Design & Build
Kabe Hockema knew his work was premium. The craftsmanship was there. The design vision was there. The clients were investing significantly into custom outdoor spaces. But his digital presence didn’t reflect that level of quality. We partnered with Hockema Landscape Design & Build to create a brand and website that matched the caliber of the work. This included a full logo design and visual identity system, followed by a custom website built to speak directly to discerning homeowners in Boise, Eagle, Meridian, and surrounding areas. The goal wasn’t just a better-looking website. It was strategic positioning. Every element was designed to communicate refinement, process, and trust. Key Challenges Brand identity did not reflect premium positioning Website lacked emotional resonance and design sophistication Needed to attract higher-budget residential clients Competitive Boise luxury landscaping market Required clear differentiation from general contractors Our Approach 1. Full Logo & Brand Identity Designed a refined, timeless logo system Established typography and color palette aligned with premium outdoor design Developed brand elements that conveyed craftsmanship and permanence Positioned Hockema as a design-forward firm, not just a contractor 2. Strategic Website Design Built a custom, mobile-first website Used large-scale project imagery to elevate perception Structured messaging around design philosophy and process Focused on intentional pacing, whitespace, and clarity Created strong conversion pathways for high-value inquiries 3. Premium Client Positioning Refined copy to speak to homeowners investing in long-term outdoor living Highlighted service areas clearly (Boise, Eagle, Meridian, Sun Valley, etc.) Emphasized collaboration and custom design approach Reduced friction for consultation requests
Service trades
Direct Siding
Direct Siding was entering a new chapter - new branding, a new Boise location, and a renewed growth strategy. But there was a major obstacle: their Google Business Profile had been suspended, limiting their visibility in local search at a critical time. We stepped in to solve both the technical and strategic challenges. First, we successfully navigated the Google reinstatement process, restoring their Business Profile and protecting their local search authority. Then, we redesigned their website to align with their new brand identity, elevate perceived professionalism, and position them as a leading siding contractor in Boise and Coeur d’Alene. The result: a stronger digital foundation built for local visibility, credibility, and lead generation. Key Challenges: 1. Suspended Google Business Profile limiting visibility 2. New Boise location needing clear local positioning 3. Rebrand requiring a full visual refresh 4. Outdated website not aligned with current growth goals 5. Competitive local contractor market Our Approach 1. Google Business Profile Reinstatement Identified cause of suspension Compiled documentation for verification Managed communication with Google support Successfully restored profile access and visibility Re-optimized listing for Boise service area 2. Strategic Website Redesign Aligned website design with new brand identity Repositioned company as a premium, certified siding specialist Clarified service areas (Boise & Coeur d’Alene) Improved call-to-action structure Strengthened trust signals and credibility messaging 3. Local SEO Foundation Optimized on-page structure for “Boise siding contractor” Improved heading hierarchy and content clarity Structured service pages for search intent Enhanced performance and mobile responsiveness
Mortgage Brokerage
The Sessions Group Mortgage
The problem Gavin Sessions had been building a mortgage brokerage practice in Boise, Idaho for years. He had genuine expertise, a loyal client base, and a YouTube channel — More Than A Mortgage — where he regularly published mortgage education content for real estate investors and self-employed borrowers. What he didn't have was a website that reflected any of it. His non-existent website wasn't generating leads, wasn't earning trust with cold visitors, and wasn't doing anything to differentiate The Sessions Group in a crowded mortgage market. He was a well-qualified broker operating with an underperforming digital storefront. The specific challenge: Gavin's ideal clients aren't generic homebuyers. They're real estate investors, self-employed borrowers, S-corp owners, and move-up buyers. They are people with complex financial situations who need a broker who understands their world. A generic mortgage website wasn't going to reach them, qualify them, or convert them. He also needed the site to work without him. Gavin is a busy business owner. He can't be on the phone or in meetings and simultaneously be nurturing every prospective lead in real time. The website needed to do some work independently. The approach Strategy before design. Before any visual work began, we defined the site's conversion architecture: who the primary audiences were, what they needed to see and feel at each stage of the page, and what actions the site needed them to take. Every design and development decision that followed served that strategy. Three pages, one mission. Rather than building a sprawling multi-page site, we made a deliberate website architecture decision to concentrate authority and conversion into three highly focused pages. The homepage functions as a complete long-form landing page, awareness, credibility, social proof, objection handling, and call to action, all in a single controlled scroll experience. The lead capture page exists for one purpose only. The trusted wealth partners page extends Gavin's authority by association. This isn't minimalism for its own sake. It's conversion rate optimization. We were after fewer exits, more focused user journeys, and every element pointing toward the same outcome. What we built Brand identity and style guide Before touching a layout, we developed a full visual identity system with Gavin and his associate Amy Rehwald. This included a defined typography system, color palette, spacing scale, button hierarchy, and component library. A cohesive brand identity is the foundation of credibility. It signals to a cold visitor in milliseconds that this is a serious, trustworthy operation. Custom homepage (full-funnel design) The homepage is the core asset. It was built as a conversion-focused landing page that walks a cold visitor through every stage of the buying decision without leaving the page: Hero section with real brand photography of Gavin above the fold, a deliberate choice over stock imagery. In a trust-dependent industry, a real face does more conversion work than any headline. Value proposition section addressing Gavin's core differentiators: independence from any single lender, honesty-first approach, and genuine care for client outcomes. Niche targeting section calling out specific audiences — real estate investors, self-employed borrowers, S-corp owners, move-up buyers — by name, using niche copywriting that makes the right visitor feel immediately seen. Partnership credibility block featuring the Aspire Mortgage Advisors relationship, displayed with hero statistics: 4,000+ households served, $1.4B+ in total lending, 25+ years of combined experience. Quantitative social proof design at a scale that's hard to argue with. Testimonials section linked directly to a verified Google Maps profile, live, third-party, verifiable reviews rather than a curated static quote wall. Custom YouTube integration: a purpose-built UI component coded to the site's visual language that surfaces Gavin's More Than A Mortgage channel content directly on the homepage. Not an off-the-shelf embed. A designed section that extends time on page and builds trust through demonstrated expertise. Strategic CTA placement throughout — Apply today, Schedule a chat, and Get your free guide placed according to button hierarchy principles, matching the right ask to the right moment in the scroll. FAQ section addressing common objections proactively, a UX copywriting technique that reduces late-funnel drop-off and, structurally, targets featured snippets and People Also Ask placements in Google Search. Lead capture page sessionsgroupmortgage.com/free-guide A dedicated micro-conversion page offering a free PDF guide — Your Income, Your Strategy — in exchange for a name and email address. Minimal navigation, single conversion goal, clean form design with a frictionless thank-you flow. This page feeds a permission-based email marketing list of self-qualified prospects, people who raised their hand as the exact audience Gavin wants to reach. And all of these submissions go directly into Gavin’s CRM automatically. Performance and technical foundations The site was built with web performance optimization as a core requirement (next-gen image formats, compressed assets, minimal render-blocking resources, and clean front-end development practices targeting strong Core Web Vitals scores). Page speed is both a Google ranking factor and a direct conversion variable. The site is fully responsive, built mobile-first, with layouts that perform across every device and screen size. Local SEO and entity authority With a three-page site, off-page signals carry extra weight. The site was built to reinforce entity-based SEO across every connected platform: consistent NAP data, structured schema markup, verified Google Business Profile integration, and the YouTube channel embedded on the homepage, all connecting the same entity across multiple authoritative platforms. Search engines see one clear, consistent, well-connected business. The result One month after launch, I was leaving a lunch meeting in Boise when Gavin stopped to share the news: a prospective client had just completed a full mortgage application — approximately 30 minutes of form work — without any contact form Gavin. A cold visitor had come to the site, built enough trust to engage deeply, and self-converted into a qualified lead entirely on their own. That is the specific outcome a conversion-optimized website is designed to produce: the right person identifying themselves, the wrong person moving on, and the business owner's time protected. Looking for a mortgage website designer in Boise, or a conversion-focused website for your financial services business? Let's talk about your project.
Estate Planning Attorney
Gardner Law
Jordan Gardner knew something was off. His law firm was growing. His reputation was strong. Clients trusted him. But his website didn’t reflect the level of professionalism, clarity, and care he brings to estate planning. We partnered with Gardner Law to realign the brand digitally, elevating the visual identity, refining messaging, and restructuring the website around clarity and trust. Alongside the redesign, we consulted on local SEO strategy to strengthen visibility in Boise for estate planning and related legal services. The result is a site that feels like the firm itself: confident, straightforward, and approachable. Key Challenges Website design did not reflect the quality of the firm Messaging lacked clarity around services and positioning Limited local SEO structure for Boise-based search terms Needed to balance professionalism with warmth Competitive local legal market Our Approach 1. Website Rebrand & Visual Elevation Modernized overall design system Refined typography and spacing for authority and clarity Elevated photography and visual presentation Created a strong, confident homepage hero Improved user flow and call-to-action placement 2. Messaging & Positioning Clarified value proposition Simplified complex legal language Focused messaging around clarity, care, and local trust Structured service pages for estate planning categories 3. Local SEO Consultation Strategic guidance for Boise-focused search visibility Page structure recommendations for key practice areas On-page optimization guidance (titles, headers, internal linking) Local authority positioning and trust signals
What a Fierce Island website changes
Higher perceived value
A premium website allows you to justify premium pricing.
More trust, more inquiries
Visitors who trust you are far more likely to reach out.
Faster site, lower drop-off
Speed keeps visitors engaged instead of bouncing to competitors.
Clear messaging, better-fit leads
The right words attract the right customers and filter the rest.
Services
You get one lead partner coordinating everything. No vendor juggling.
Our Process
Discovery & Direction
We learn your business, your customers, and your goals, then define the strategy.
Structure & Messaging
Sitemap, wireframes, and copy that positions your business to convert.
Design
Custom visual design that reflects the quality of your business.
Development + SEO Foundations
Built on Next.js for speed and performance, with technical SEO baked in.
Launch + Support
We launch your site and remain available as your growth partner.
Here's what our clients have to say.
Many businesses like yours have seen an increase in customers with our services.
Pricing
Projects typically start at $6,000. Most clients come to us when their business has outgrown DIY or template websites and they're ready for something built properly.
- Custom design
- Next.js build
- SEO foundations
- Launch support
Who we're best for
Best for
- Established businesses with revenue
- A proven offer that needs better positioning online
- Companies ready to upgrade from DIY or outdated websites
Not a fit
- Pre-revenue startups looking for the cheapest option
- "Just need something quick" without a clear direction
- Unlimited revision cycles with no defined goals
Frequently asked questions about web design in Boise
Common questions from businesses exploring website design, SEO, and digital marketing services in Boise, Idaho.