A website that wins commercial work and recruits the people to do it
Chill Merchants is a commercial HVAC and refrigeration contractor in South East Queensland. Pinecone Agency rebuilt its website to win commercial work and recruit tradespeople, with a page for each of its 11 services and 14 industries, a projects library and a careers path. Live from 19 June 2026.
Overview
The challenge
Chill Merchants installs, upgrades and maintains air conditioning, ventilation, exhaust and refrigeration for commercial buildings across South East Queensland, in schools, offices, warehouses and cold rooms.
The business has two audiences. It needed to win commercial work from builders, facility managers and engineers, and to be the place tradespeople want to work.
Commercial buyers look for what they need and where they need it: cold room installation, ventilation compliance, HVAC for an aged care facility. Each of those needs a page of its own.
Our approach
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Strategy
The structure follows how commercial clients buy: by service, and by the kind of building they run.
- Eleven service pages, from air conditioning installation and ventilation to commissioning, compliance audits and cold rooms
- Fourteen industry pages, from education and healthcare to defence facilities, data rooms and aged care
- Healthcare and aged care split into separate pages, each with its own FAQs supplied by the Chill Merchants team
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Design
A dark and light design, bold but readable, with the phone number on every page.
- Request a quote and call buttons repeated through every page
- Black as the anchor colour, with sky blue reserved for the main actions
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Development
Each service and industry has its own designed page, and new projects and news articles are CMS entries rather than developer jobs.
- Eleven service pages and fourteen industry pages, each built as its own page
- CMS collections for projects and news
- A homepage form with two tabs, one for quote requests and one for job applications
- A careers page with its own application form, covering role, experience and start date
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Launch
The site went live on 19 June 2026.
A facility manager can go straight to their sector, a builder can see comparable projects, and a tradesperson can apply from the homepage.
Technical deep-dive
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Projects as proof
Commercial buyers want to see comparable jobs, so the projects library sits in the main navigation as Our Work.
- Six project write-ups at the time of writing, including the Energex training facility at Rocklea and John Paul College at Daisy Hill
- Seven news articles, from school ventilation and UV light in HVAC-R systems to company culture
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Two enquiry paths, one form
The homepage form asks first whether the visitor wants a quote or a job, so both audiences have a direct route from the first screen.
- Quote requests collect the service needed and the site location
- Job applications collect role, years of experience and availability
Key takeaway
A commercial contractor's website has to win clients and recruit crews. Put both into the structure, with a page for every service and sector and a job tab beside the quote tab, and neither one gets squeezed out.
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