# Redesign Summary — Alps Tree Services

## Business
**Name:** Alps Tree Services (ALPS group for Tree Cutting)  
**URL:** https://alpstreeservice.com.au/  
**Industry:** Tree Care / Arborist Services (source site was misclassified as "restaurant" at 0.65 confidence; actual business is a professional tree service)  
**Location:** 52 Mittagong Rd, Bowral NSW 2576  
**Phone:** 0402 622 211  
**Hours:** Mon–Sat 7:00 AM – 5:00 PM (24/7 emergency available)  
**Experience:** 20+ years (since 1999)

## Design Direction
- **Family:** warm-hospitality (adapted from the restaurant/s hospitable design for a service business)
- **Palette:** Deep forest green, warm tan accents, cream, warm white, espresso
- **Typography:** Playfair Display (headings) + Inter (body) — serif for warmth, sans-serif for clarity
- **Mood:** Trustworthy, professional, neighbourhood-scale, approachable

## What Changed

### Content Rebuild
| Section | Source | Redesign |
|---|---|---|
| Hero | "We are ALPS" — short, generic | Full trust-driven hero with badges (20yr, certified, 24/7), clearer headline, dual CTAs |
| Trust Strip | Buried in marquee banners | Prominent strip of service tags right below hero |
| About | Generic "Your Trusted Experts" | Reframed with story (since '99), certifications, dual-image layout |
| Services | Template-driven cards with "View Details" links | 4 service cards with descriptive copy, direct booking intent, no dead links |
| Why Choose Us | Unclear hierarchy, repeated logo icons | 4 pillars with distinct icons: experience, certification, wildlife practices, machinery |
| Reviews | Carousel with Google review cards | 3 real reviews from named customers (Delphi Taylor, Cheryl Yates, Kim Orchard) in clean card grid |
| Gallery | Inline scroll + modal, gradient text | Clean grid gallery with lightbox, descriptive alt text, no gradient text |
| Contact | Form-heavy with recaptcha | Location-first: address, hours, phone, email, Google Maps embed, directions |

### Specific Fixes
- **Facts preserved:** All services, certifications (Cert 3 & 5), hollow hog for wildlife, real customer reviews, actual address/phone/hours
- **Facts omitted:** "850+ Happy Customers" and "5 out of 5" rating (not verifiable, omitted per proof policy)
- **No fabricated:** testimonials, ratings, awards, or trust signals
- **No source navigation or external menu links preserved**
- **No gradient text** (removed from gallery heading)
- **Contrast:** All body text and CTAs have strong contrast ratios against their backgrounds
- **Mobile:** Full responsive nav with hamburger menu, stacked layouts, tap-friendly CTA buttons
- **SEO:** Descriptive title, 155-char meta description, canonical URL, OG/Twitter tags, JSON-LD LocalBusiness schema
- **Map:** Real Google Maps embed for Bowral NSW location

## Assets
- All images referenced from original source (`alpstreeservice.com.au/images/...`) for zero-copy reuse
- Google Fonts (Inter + Playfair Display) loaded externally
- Font Awesome 6 for icons

## Section Flow
1. Nav → 2. Hero (badges + dual CTA) → 3. Trust Strip → 4. About → 5. Services → 6. Why Choose Us → 7. Reviews → 8. Gallery → 9. Contact/Map → 10. Footer

## Conversion Priority
1. **Call Now** — persistent in nav and hero
2. **Location confidence** — full address, hours, map embed
3. **Trust** — real reviews, certifications, 20yr experience