Giving SiteCal a modern home for 40 years of calibration work

SiteCal has been a trusted calibration partner across the Upper Midwest for decades — but its website didn't reflect the precision or credibility of the work. We redesigned and rebuilt the entire site in Framer alongside a parallel brand refresh, giving Jerry and his team a modern home that finally matches the quality of their lab.

At a glance

The client

SiteCal is a calibration and validation lab serving medical device, pharmaceutical, biotech, and testing-lab customers across the Upper Midwest. Founded as a calibration shop and grown through word of mouth and long-term customer relationships, the company offers IQ/OQ/PQ validation, physical and lab equipment calibration, electronic and dimensional calibration, and equipment manufacturer support.

Jerry Flor — SiteCal's president — runs the business on a simple promise: show up, respond fast, and get it right. The website needed to live up to that.

The challenge

For a company that audits and certifies precision instruments for regulated industries, the existing site was working against the brand:

• Outdated presentation that didn't reflect 40+ years of operating credibility or the technical depth of the services.

• Service offering buried — validation, physical, lab equipment, electronic, dimensional, and equipment manufacturer work all collapsed into a single, confusing flow.

• No clear lead path for the regulated buyers SiteCal actually wins with (quality managers, lab directors, validation engineers).

• Google Ads spend that was hard to justify because the destination wasn't converting.

• A parallel brand refresh happening with Eric Hungerford meant the site needed to launch in lockstep with the new identity.

The approach

Strategy-first discovery

We opened with a working session with Jerry to map SiteCal's real buyers, the regulated industries they sell into, and the service categories that needed their own dedicated real estate. From there we built a focused sitemap rather than carrying forward the old structure.

Brand + web in parallel

Because Eric Hungerford was already refreshing the SiteCal brand, we ran the web project in lockstep — sharing typography, color, and imagery direction so the new identity launched on a site built to carry it. Jerry coordinated headshot sessions, lab interiors, and team photography to give the new design real, on-site visuals instead of stock imagery.

Clean, minimal design system

The homepage set the tone: clean, minimal, technical — built to communicate competence without shouting. Once Jerry approved the homepage direction, the same system rolled out across every internal page.

Service pages built for the way SiteCal actually sells

Each service got its own dedicated page with a consistent structure — hero, what we offer, equipment list, 3-step process, CTA — so buyers can quickly recognize whether SiteCal handles their specific instrument or workflow.

What we delivered

• A full multi-page Framer build: Home, About, Validation Services, Physical Calibration, Lab Equipment Calibration, Electronic Calibration, Dimensional Calibration, Equipment Manufacturers, and Resources.

• Custom copy across the entire site, written to speak to quality managers, lab directors, and validation engineers.

• A clean, minimal design system built to scale with new service lines.

• Responsive design across desktop, tablet, and mobile.

• Basic SEO setup (titles, meta, alt text, favicon) and GA4 tracking.

• Testimonial integration and team photography sourced and placed.

• Coordination with Eric Hungerford's brand refresh for a unified launch.

• A training session so Jerry's team can maintain the site themselves post-launch.

Outcome

SiteCal launched a modern, credible site that finally reflects the precision of the lab behind it. Jerry and his team can now point prospects, partners, and ad traffic to a destination that pulls its weight — and the engagement has rolled into ongoing maintenance and updates so the site stays current as services evolve.