Red Line

The challenge

Red Line collects trash for homes and businesses around the Finger Lakes, and the company had recently been sold. Some customers were unsure what the change would mean for their pickups.

The new website had two tasks. It needed to reassure those people that service was in good hands, and it needed to capture new customers who were comparing local haulers and would not dig around for a way to get a price. The team also wanted a quick way to warn every customer when weather changed the schedule.

Our approach

Trust came first. Customer stories describe the new owner turning up and repairing equipment himself. The quote form sits inside the opening banner beside a photo of a red roll-off container and is protected by reCAPTCHA. On a phone the form moves under the heading, keeping the truck photo in view.

A single simple card covers each customer type. Households see weekly cart collection, while businesses see the dumpster sizes on offer. Both lead to their own service pages.

Every photo is in black and white apart from the equipment. Only the bins and the truck keep their red color, which makes the fleet the company's visual identity. A local award badge sits next to the truck image. We also added a severe weather bar that visitors can close, and a coverage section listing the towns served beside a pinned map, laid out in two tappable columns on mobile.

The results

Red Line went public with a footer that collects newsletter signups, reviews that rotate through the page, and a checklist making clear that nobody is locked into a contract. New visitors can ask for a price the moment they arrive, and existing customers can see that the new owner is looking after them. When storms change the schedule, the alert bar gives the team one place to reach everybody.