In-Law Plumbing & Drain: build vs modeled comp
Comp: Anchor Environmental (callanchorenvironmental.com), tournament semifinalist both rounds. Pattern implemented: cert-badge trust row under the CTA plus the single-line dual-path "Request Service or Call" unit. Anchor's public evidence covers its hero, mobile fold, and full homepage; sections our build has that Anchor's homepage does not are scored "Uncontested," not claimed as wins.
Wins: 3
Ties: 3
Losses: 0
Uncontested: 9
Desktop hero
Mobile fold
Full page
Section-by-section scorecard
| Section | Verdict | Why |
|---|---|---|
| Hero (pattern + story) | WIN | Same dual-path CTA unit and badge row as Anchor, plus what Anchor doesn't have: a personality headline ("The In-Laws You Actually Want to Call") and the real owners-with-truck photo as a framed keepsake with a 40+ yrs stamp. Anchor's photo collage is richer photography but generic team imagery. |
| Header / navigation | WIN | Service-grouped hover dropdowns (Plumbing, Drains & Sewers, Remodeling), a branded utility bar with the tagline and hours, phone with label, and the CTA pill. Anchor runs a flat link row. Fit verified programmatically at 1025 to 1440px, no overflow. |
| Mobile fold | TIE | Anchor's split Call/Contact bar directly under the header is genuinely strong. Our fold answers with the same CTA unit, badge row, and a persistent bottom sticky bar (Call + Request Service). Different mechanics, equal conversion coverage. |
| Trust row (comp's signature) | TIE | Anchor's association badges under the CTA are the pattern source. We match it with Google Guaranteed, BBB A+, and a 4.9-star / 470+ review unit, all verified real. Parity, not superiority; it's their move executed with our client's proof. |
| Services presentation | WIN | Six photo cards visible at once (grid on desktop, snap strip on phones with gutter-aligned scroll padding) vs Anchor's carousel that hides all but four. Includes the Hydro Jetting & Camera card their truck advertises but their site never mentions. |
| Lead form | TIE | Both builds have a proper mid-page estimate form. Anchor adds a new-customer qualifier; ours adds four reassurance checkmarks and an honest-hours note. Functionally equal. |
| Stat band (animated counters) | Uncontested | No equivalent on Anchor's homepage. |
| Owners / story section | Uncontested | "Two In-Laws. One Standard." with the verbatim "real life In-Law" Google review. Anchor's homepage has no owner or team story section. |
| Process steps | Uncontested | Not present on Anchor's homepage. |
| Us-vs-Them table | Uncontested | Not present on Anchor's homepage. |
| Specials / coupon | Uncontested | Their real evergreen offer (10% off labor, new customers, Mon-Fri, bid jobs excluded) in a dashed coupon card. Anchor links to Financing instead; no homepage offer. |
| Testimonials | Uncontested | Three verbatim reviews (Joe T., Suzanne, verified customer) with a Google pill linking the real profile. Anchor's homepage shows no review section, only a nav link. |
| FAQ (with FAQPage schema) | Uncontested | Not present on Anchor's homepage. |
| Service-area block | Uncontested | Eight-city pill grid plus home-base address. Not present on Anchor's homepage. |
| Footer | Uncontested | Trust-badge strip, 4-column grid, service-area line, exit CTA in the final band, back-to-top. Anchor's footer not captured in public evidence, so no claim made. |
Honest gaps and provenance (resolve before the pitch)
- Review count: 4.9 / ~470 verified via aggregators on 2026-07-06. Re-verify on GBP the day of the pitch; the page says "470+".
- "40+ years combined experience": their own site's claim, quoted as-is.
- Photography: exactly one real photo exists (owners with truck); it carries the hero and, as a tight truck-panel crop, the story section. Service-card images are the stock photos from their current site. A half-day real shoot is the single biggest upgrade available.
- Logo: built from their 500x57 knockout PNG; request the vector.
- Hours framing: "same-day when the schedule allows," no 24/7 claims (they're closed weekends). Site says 8am-4pm, BBB says 7am-5pm; NAP mismatch to resolve.
- Form: mockup-only, no backend. Production wires to email or GHL.
- Google Guaranteed badge: from their own site (they run LSA); keep only while the LSA account is active.
Method: captures via the pipeline's Playwright venv (desktop 1440, mobile 375 @2x, reveals forced, counters set to final values). Exercised programmatically, all passing: drawer open/close + scroll lock + aria-expanded, drawer and FAQ accordions one-at-a-time, scrollWidth == clientWidth at 1440/1280/1200/1199/1100/1025/768/375. Shared left content edge confirmed by bounding-box measurement at 1440 (168px) and 375 (20px). Em dashes in page source: 0.