About
A small studio with one specialty.
FrontSail Sites builds websites for trade businesses. That’s the entire scope, and it’s deliberate.
Why only trades
Most web studios are generalists, which means every project starts from zero. We took the opposite bet: pick one kind of customer, learn their buying behaviour properly, and reuse that knowledge instead of reusing a template.
So we know that a plumbing emergency is decided in ninety seconds on a phone and a roof replacement takes three weeks and two other quotes. We know which claims are legally loaded in Ontario, which credentials are worth showing on the page, and what a customer actually types into Google when their furnace dies. None of that transfers to a dentist, which is why we don’t take dentists.
How we work
Every site is built and checked against a written playbook, one we keep adding to after every project, including the parts where we got something wrong. It covers the things that are easy to skip and expensive to skip: mobile layouts verified at real phone widths rather than a squeezed desktop window, structured data, page-speed budgets, and a release gate that refuses to publish a claim nobody confirmed.
That last one matters more than it sounds. We don’t invent testimonials, certifications or availability. If a fact on your site isn’t one you confirmed, the build fails and never ships. Your licence and your reputation aren’t ours to speculate with.
Every site has to look like nobody else's
The failure mode of a studio that specializes is that all its work starts to look the same. We treat that as a defect, not a house style: a new site that resembles one we have already built doesn’t ship. You’re buying a website for your business, not a subscription to our taste.
Part of FrontSail AI
FrontSail Sites is the website studio from FrontSail Labs Inc., the Waterloo, Ontario company behind the FrontSail AI assistant. The assistant ↗runs the office side of a service business — it answers calls, chat and messages, and handles the paperwork that follows, from bookings to invoices. The two products fit together for an obvious reason: a website that works produces phone calls, and phone calls arrive while you are under a truck. Every site we build comes with a year of the assistant, free.
A complete trade business website from FrontSail Sites costs $590 USD (CA$830) as a single one-time payment, with hosting included and no monthly fee. If you want to talk to a person, that is support@frontsail.ai.
Straight answers
The questions everyone asks.
Minutes? Really?
The first version of your site is built in minutes, with real content, real structure, your services and your city. That part really is fast, and you can watch it happen by asking for a mockup.
Getting it exactly right takes longer, because you have to look at it and tell us what’s wrong. Most sites go live within a couple of days of that first conversation.
Why not just use Lovable, Replit or Wix myself?
You can, and you’ll probably end up with something that looks good. The question is whether anyone finds it.
What those tools don’t do is the part that takes expertise: local schema markup, crawlable service pages, page-speed budgets, review provenance, the structure that makes an answer engine willing to quote you. That’s most of the work and none of the fun. It’s also the difference between a site that looks like an asset and one that behaves like one.
My nephew said he could do it cheaper.
He probably can, and if he’s good you should let him. Ask him three questions first. Where will it be hosted, and what does that cost per year? What happens to your Google ranking? And who fixes it when it breaks in February?
The cheap part of a website is building it. The expensive part is the eighteen months afterwards.
What do I get for $590?
The $590 price from FrontSail Sites covers a complete multi-page website, secure HTTPS hosting on AWS with a free auto-renewing certificate, local SEO, AI-search optimization, content migrated from an existing site, a connected domain, and one year of the FrontSail AI assistant. One payment, and no monthly fee after it.
I already have a website. Can you use it?
Yes. That’s the most common way we start. We take the content off your current site, keep what’s working, and rebuild around it so you’re not retyping your own services at midnight. You’ll see both side by side before anything changes.
Do I own the site?
Yes. It’s your content, your domain, and a plain set of static files. If you ever want to leave, you can take it with you. We’re not holding your business hostage in a proprietary builder.
Is the site secure?
Yes, and without you doing anything. Every page is served over HTTPS, so your customers see the padlock, and the certificate behind it is free and renews itself. You will never get the email saying your site is "not secure" because somebody forgot to renew something.
The site is a set of static files on AWS infrastructure: no database to break into, no admin login to guess, and no plugins to keep patched. There is nothing for you to renew, patch or update.
What is the FrontSail AI assistant?
The FrontSail AI assistant is our other product: a business operations assistant that answers your phone, web chat and WhatsApp, takes the details from the customer, flags the urgent ones, and handles the office work that follows — bookings, job records, invoice prep. It’s what makes a working website survivable. The site generates calls, and calls arrive while you’re under a truck.
It normally starts at $49/month. It comes free for a year with every site we build.
Do you only work with trades?
Yes, and that’s deliberate. Knowing exactly what a furnace-repair customer types into Google at 11pm in February is worth more than being able to build anything for anyone.
See what we would build for you.
We will build you a real mockup of your site for free. If you like it, it is $590 USD and it goes live. If you do not, you have lost nothing but the time it took to type your business name.