Cool Hand Luke's: Brand proposal by Crow_Code

10 years of the Orange Van,
the website doesn't champion it yet.

The brand is on the van, not on the screen

Every other window-cleaning website in Melbourne looks like a Wix template a sub-contractor's nephew built. Cool Hand Luke's has the rarest asset in this trade: a recognisable owner-operator brand. Ten years. Same van. Same Luke. The website should look as considered as the orange you can spot from two streets away.

Phone-tag is leaking after-hours leads

Most enquiries come through the phone, which works fine for a one-van crew during business hours. But every quote enquiry that arrives at 9pm Tuesday, every Sunday-night neighbour-recommendation, every same-day-quote button that doesn't lead anywhere — that's a warm lead going cold. A 60-second branded quote flow catches the same lead without phone tag.

Warm referrals end up
Googling generic terms

"Mum had her windows done last week, you should ring them" turns into Googling "window cleaning Brighton" and clicking the first ad. The website needs to anchor a name search: "Cool Hand Luke's" should win the SERP, hold the page above the fold, and convert the warm referral into a booking before the visitor has to think.

Make the website look as considered as the van.

Start from what already works. The orange livery, the ten-year continuity, the 86-suburb coverage, the credentials stack (police checked, WWCC, $20M public liability, OH&S) — these are not features to mention. They are the brand. The website should lead with them, hold them above the fold, and turn every visitor into "this is the one I want."

Then close the conversion leaks. Every page has a 60-second quote path. Every service has its own page that earns Google. Every suburb gets a local anchor. The phone stays as the option for people who want a chat, but it stops being the only path to a booking.

Build for the operator, not the agency. Plain HTML, no CMS, no monthly platform fee. When Luke wants to change a price or add a service, it's an edit, not a ticket. The site stays light, loads instantly, and outlasts every Wix template in the bayside SEO race.

The van's burnt orange, the cream of pure water, the rust of ten years.

Palette

Anchored on the van's burnt orange. Cream and sunlit tints carry the warm domestic feel. Rust holds depth and heritage. Dusty blue is the only cool note — it's the pure-water accent, the colour of work being done.

Typography

Barlow Condensed for headlines, set tight and confident. Public Sans for body, set for screen comfort. Caveat Brush for the hand-painted wordmark cues. JetBrains Mono for the technical receipts (quote numbers, service codes, dates).

Tone

Plain spoken. Owner-operator voice. No marketing-speak. "Won't use anyone else" is the test — every line should sound like something a happy customer would actually say.

Dusty Blue · #5D7E93

Pure-water accent

Cream · #F6ECD9

Paper, surface

Rust · #A84818

Depth, heritage

Burnt Orange · #DE6C2A

Primary livery, CTAs

Ink · #1C1814

Anchor, body text

The wordmark you already have, presented properly.

The Cool Hand Luke's wordmark is already an asset. Hand-brushed, slightly cocky, instantly recognisable on the side of the van. The job is not to redraw it — it's to give it the digital surface it deserves.

Cleaned-up vector, transparent backgrounds, two variants: one for cream and paper surfaces, one for ink and burnt-orange surfaces. No more JPEG halos on coloured sections. The same wordmark, ready for any future touchpoint — invoices, signage, uniforms, the next van.

The brushwork stays. Window cleaning is hand-work; the wordmark should look hand-made.

Original wordmark — the source of the line.

Every credential, on the page, where it converts.

Police Checked

Every crew member, current cert.

WWCC

Working With Children Check for school work.

$20M Public Liability

Fully insured, certificate on request.

OH&S Compliant

SWMS for high-access and commercial jobs.

10+ Years in Melbourne

Same orange van. Same Luke.

86 Suburbs Served

Bayside, Inner SE, Inner East.

The site, restored. Mobile and desktop, side by side.

Plain HTML, lean JavaScript, no CMS overhead. Loads instantly. Operator-editable. Same brand on every device.

chl-demo.lionsedge.tech

Plain HTML + CSS · No framework lock-in · No CMS · Full operator control

A trained assistant on the website. Answers the after-hours quote questions Luke can't take.

Tuned to the Cool Hand Luke's voice, scoped to window cleaning + pressure washing + the 86-suburb area. Hands off to a real quote when the conversation needs Luke.

After-hours quote — East Brighton

Hi, just saw your van go past. We're in East Brighton, one-storey townhouse. How much for all windows in and out?

G'day! Standard one-storey clean is in the $180-$240 range for inside + outside, depending on window count. Luke can lock the firm number once he's seen a couple of photos. Want to send them through here, or book a 60-second walk-around quote tomorrow?

Before Christmas would be ideal if poss

Got it — checking the diary. Luke's got Thursday 18th 10am free in your area. Want me to lock that in?

Pressure wash + listing prep — Hampton

Do you do pressure washing for the driveway and pool surround? We're in Hampton.

Yes — Hampton's on the regular route. Roughly 200sqm of driveway plus paving is a 2-hour pure-water job, $320-$420 range. Pure water means no soap residue near the pool. Want me to send Luke the address for a firm quote?

We're selling the place next month

Ah — pre-listing wash. Luke does these every week. He'll bring the high-pressure trolley and the edge brush for the paving lines. Worth bundling with windows for the same day — comes in 15% cheaper than separate visits. Want me to book the combo?

Live wiring uses Claude (Anthropic AI) with a system prompt tuned to window-cleaning + pressure-washing quote intake. The agent is scoped and the prompt is written. Wiring it is the first retainer task after we close.

If this is the direction, here's how we close it.

Phase 1 — full website rebuild (homepage + services + areas + quote flow + chat agent) at $1,500 upfront. Live in two weeks from sign-off. Then $400 per month covers hosting, updates, the chat agent's API costs, and any small changes you want made along the way.

Quick question?

WhatsApp me

Got a question about anything in here? Want to talk through the brand, the timeline, or the numbers? WhatsApp is the fastest way through.

Open WhatsApp

Ready to move?

Book a 20-min video call

Twenty minutes — walk through the build, confirm the numbers, agree on the timeline. No deck. Just us, the screen, and the decisions.

10 years of the Orange Van,the website doesn't champion it yet.