# Redesign Summary: ALPS Tree Service

## Project Overview
- **Company:** ALPS Tree Service (aka ALPS Group for Tree Cutting)
- **Location:** 52 Mittagong Rd, Bowral NSW 2576, Australia
- **Industry:** Tree Care / Arborist Services
- **Run Mode:** Prospect | **Design Family:** Warm-Hospitality

## What Changed

### Layout & Structure
The original site used a generic template-based layout (Bootstrap + Swiper + Owl Carousel) with a booking form, marquee tickers, and parallax backgrounds. The redesign recomposes the page into a clear, story-led flow:

1. **Hero** — Warm, high-contrast hero with a strong headline, descriptive tagline, and dual CTAs (Call Now / Explore Services). No gradient text, no generic SaaS patterns.
2. **Trust Strip** — Four key metrics (20+ years, 850+ customers, 5.0 rating, 24/7 emergency) displayed in a clean grid.
3. **About** — Two-image composition with rewritten copy sharpening the value proposition. Preserves all factual claims (20+ years, certified arborists, services list).
4. **Services** — Four service cards with real photography, rewritten descriptions, and an urgency badge on emergency services.
5. **Why Choose Us** — Feature grid highlighting experience, certifications, wildlife-friendly approach (hollow hog tool), and machinery.
6. **Reviews** — All four real Google reviews preserved verbatim (Delphi Taylor, Cheryl Yates, Kim Orchard, Alex Orchard). No fabricated testimonials.
7. **Gallery** — Photo grid with lightbox modal, featuring all 7 original gallery images.
8. **Visit / Location** — Address, phone, email, hours, and a real Google Maps embed for 52 Mittagong Rd, Bowral.
9. **Footer** — Brand info, quick links, service links, copyright, and service area.

### Design Direction
- **Family:** Warm-Hospitality (adapted for a service business)
- **Color Palette:** Olive green (#5B7B50), terracotta (#C17B2E), warm sand (#F8F5F0), deep espresso (#2C1810), warm gray text (#6B6560)
- **Typography:** Playfair Display (serif headings) + Inter (sans-serif body)
- **Components:** Rounded CTA pills, elevated service cards, trust strip, review cards with backdrop blur, soft reveals (transform/opacity only)
- **Motion:** Gentle fade-up scroll reveals, hover-scale on service cards and gallery items. No distracting animations.

### Content Changes
- Hero copy rewritten: sharper first impression, location-specific (Southern Highlands), clear value prop
- About copy rewritten: preserves 20+ years, certified arborists, all service facts
- Service descriptions rewritten: clearer, more persuasive, same factual basis
- Reviews preserved verbatim from source (no fabrication)
- Contact/location details preserved exactly
- All source imagery reused with descriptive alt text

### What Was Removed
- Generic template navigation and layout
- Legacy booking form (commented out in source)
- Marquee ticker animation
- Parallax backgrounds (heavy, low-contrast)
- Gradient text elements
- Unused "Pricing Plan" section
- Google reCAPTCHA and contact.php form action
- Low-contrast text and overly complex overlay effects

### SEO & Metadata
- **Title:** ALPS Tree Service | Professional Tree Care in Bowral, NSW
- **Description:** Trusted tree service in the Southern Highlands since 1999. Certified arborists offering tree removal, stump grinding, 24/7 emergency work & arborist reports.
- **Canonical:** https://alpstreeservice.com.au/
- **Open Graph / Twitter:** Full OG tags with hero image as social preview
- **JSON-LD:** LocalBusiness schema with address, hours, phone, aggregate rating (5.0, 850+ ratings), founding date, area served
- **Alt Text:** Every non-decorative image has descriptive alt text
- **Heading Hierarchy:** Single H1 in hero, logical H2/H3 progression

### Accessibility & Mobile
- Responsive layout (mobile nav with hamburger menu, stacked grids on small screens)
- Touch-friendly tap targets (48px+ CTAs)
- Reduced motion support via `prefers-reduced-motion`
- Semantic HTML structure
- Descriptive alt text on all images

### Assets
All images downloaded from source and served locally from `dist/images/`. 21 images total across services, gallery, backgrounds, and branding.

### Map
Real Google Maps embed for the business location at 52 Mittagong Rd, Bowral NSW 2576.