Firstfold

Work

Five live sites, one rebuild, three built from nothing.

Our own businesses first, so every number here is one you can check today: five live sites the founder built and runs, a real hotel rebuilt on the pipeline and measured before and after, and three concept builds you can open on your phone. The businesses in the three concepts are invented; the pipeline and the numbers are not.

Rebuild

Al Murjan Palace Hotel

A family-owned 4-star hotel with 34 rooms and five event spaces. The same content, the same photographs, and the same business, rebuilt on the pipeline.

Before

39

Mobile performance

  • 83 on desktop
  • WordPress and Elementor
  • 995 KB of HTML on the homepage alone
The live site ↗

After

99

Mobile performance

  • 100 on desktop
  • Static files on a CDN edge
  • Photographs down from 181 KB to 7–29 KB each
The rebuild ↗

Read the case study: what was found, what changed, and the before-and-after tests you can run yourself.

Found and fixed along the way

  • Three fabricated guest testimonials whose body text was lorem ipsum, under invented names
  • Leftover theme demo text, including a different hotel’s name, on several pages
  • Three different phone numbers across the site, which is what fragments a local listing
  • A room count that disagreed with the confirmed figure
  • Two spellings of the region and a misspelled page address

Speed was the reason for the rebuild. These were the things the rebuild turned up, and several of them cost more than a slow page does.

Concept builds

Three sites, built to be tested.

  • Bauer Heating & Air

    Commercial HVAC, Columbus, Ohio

    Open the site ↗

    An emergency-first contractor site. The response promise is the headline, the phone number is in the header on every page, and the services read like a technician wrote them.

    Archivo, squared corners, rust and cream · 5 pages

  • Reyes & Whitfield

    Workers' compensation law, Philadelphia

    Open the site ↗

    A practice site that has to feel steady rather than slick. Serif headings, a narrow measure, and answers written for someone reading it the week they were injured.

    Fraunces, squared corners, navy and brass · 5 pages

  • Northline Dental

    Dental group, Minneapolis and Saint Paul

    Open the site ↗

    A four-location practice where booking is the only job the page has. Soft shapes, open blues, and the insurance question answered before it is asked.

    Outfit, rounded corners, teal and ice · 5 pages

Measured on every page of every site, mobile and desktop, on 2026-09-22. Run the test yourself with the link on each row. You will see the fourth category, SEO, come back lower: these demos carry a noindex tag on purpose, because invented businesses with invented phone numbers should never appear in search results for someone looking for a real dentist. On a real client site that tag is absent and the fourth 100 is there too, as it is on this site.

Live sites

Five real businesses, measured today.

Built and run by the founder, on stacks that predate the pipeline. They are here because they are real, with real customers, and because the honest score of a live site is the argument for the pipeline: the two under 90 on mobile are the WordPress hotel and the app-heavy print shop, and the hotel is the one rebuilt above. Measured on 2026-09-26 with the same test the build gate uses; run it yourself on each.

Want to see your own?

Four fields and two business days gets you the top of your homepage at a private link, built the same way these were. No card, no call.

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