From a dated site to a homepage that earns the call.
Blacksmith reads the website a local service business already has and reforges it into a modern, mobile-first homepage in seconds. Built by people who got tired of watching good operators lose work to a tired website.
Give every local service business a website as good as their work — without an agency contract.
Big companies win online by looking the part the moment a customer lands on the page. Local builders, plumbers, and electricians win the same way — if their site keeps up. Software should give every operator a modern, mobile-first homepage in seconds, then get out of the way.
Built by someone who rebuilt these sites by hand.
Joshua spent years rebuilding websites for local service businesses one at a time. Blacksmith is what that perspective ships — at the speed operators actually need.
Joshua spent years building and rebuilding websites for local trades and service businesses — and kept hitting the same wall: great operators with dated sites, and rebuilds that cost too much and took too long. Blacksmith is the tool he wished he could hand them, and a small team of operators he trusts is building it with him.
Three principles, hard-wired into the product.
If you've used the dashboard for an hour, you've already felt all three. We try to make them legible in every shipping decision.
Earn the call
A homepage has one job: turn a visitor into a phone call or a quote request. We add to a page only when it makes that job easier — never busier.
Specific over scaleable
We build for local service businesses — builders, plumbers, electricians, HVAC. Not generic "SMBs." That specificity informs the copy, the layouts, and the trust rules we ship.
Operator-built, operator-tested
We’ve rebuilt sites for trades businesses ourselves. Customer feedback ships into the product the same week it arrives, because the people who wrote it are using it the next morning.
Tired sites → agency sticker shock → start from what they have → the tool we wished we had.
Great work, tired websites
Local service businesses do excellent work, then lose enquiries to a homepage that’s hard to read on a phone and a pain to update. The quality of the site rarely matched the quality of the work.
Agencies priced for someone else
A proper rebuild meant an agency, a brief, a month of back-and-forth, and a bill that only made sense for bigger companies. Most operators made do with what they had.
Start from the site they already have
The content already exists on the current site. Read it, understand the business, and reforge it into a modern, mobile-first homepage in seconds — no blank-page briefing.
Blacksmith
A private preview of your modern site in seconds. You only pay if you decide to keep it — no setup fee, no agency contract, no surprises.
Bootstrapped by operators who still ship sites this quarter.
Blacksmith is funded by a small group of operators we respect. No board, no quarterly shareholder deck, no pressure to ship something other than what the Founding 250 actually need. If you're an operator who'd like to influence the roadmap, the easiest way is still to join the waitlist.
Help us build the version of this you deserve.
The Founding 250 is how we ship — with the local service businesses who would actually use this. 50% off year one, 25 seats to Austin.
Summit seats are limited and allocated to qualifying founding members. Perks subject to final terms.