Trade services websites have a look. You know the one… stock photo of someone holding a tool, blue and white colour scheme, generic headline, phone number in the footer. Safe. Forgettable. Indistinguishable from the competitor three tabs over.
The Mr Grout website had absolutely no interest in any of that.
The AIIMS design and development team threw out the trade services rulebook entirely and replaced it with a full comic-book universe. Bold panel layouts. Halftone dot textures. Radial burst backgrounds. Comic typography with thick black outlines. A speech-bubble navigation device. A bearded, illustrated Mr Grout character as the hero of every page. The creative vision came from designer Jesse Khoury, whose background hand-painting custom shoes for professional athletes gave him an eye for craft that shows in every shadow and every line weight on this site.
Every element works together not just to look extraordinary, but to convert — persistent call-to-action buttons, problem-first service pages, FAQ content that removes every last hesitation before a visitor can click away.
The client approved it immediately. In six months live, organic keyword rankings went from near-zero to 25+ terms. Qualified leads are up 21% month-on-month. New clients are up 13.5%.
For a family business with 27 years of experience that deserved a website to match — this is it.
