Bike shop owner came to me needing a new website. Logo + branding were already in place, but their website looked like it was hobbled together during the post-war era. Removed the drabness and made sure the branding style was utilized better. The initial page had too many CTA buttons. This was improved by reducing it to one (Book service). Focused on bold italic type, as it made the site feel more fast-paced and fun (Bikes are fast and fun). Made the product page more intuitive. Tested with real users and iterated accordingly. End result: a site that makes it easier to book service appointments and highlights their products.