Hood Doctors is a Southern California fire protection company. After 16 years in the field, most of their revenue comes from suppression systems, extinguishers, and emergency lighting. Retail facilities make up about half of the work. Their old Wix site and brand still read as kitchen hood cleaning for restaurants.
Endertech rebuilt the website as a B2B lead engine: persona-led messaging, a nine-page information architecture, a new wordmark, and a Next.js + Plasmic build with serious on-page SEO. The live site puts compliance and uptime first under the line Stay Open, Compliant, Protected.
Challenge
A brand that undersold the business
The archived homepage was thin on crawlable structure and heavy on kitchen exhaust hoods. It spoke to restaurants, not to the facilities directors and franchise operators who buy multi-location fire protection. The wordmark reinforced the hood-only read. Decision makers who needed inspection-ready documentation and 24/7 response had little reason to trust the site.
Solution
Personas, then pages
Kickoff opened with a stakeholder persona workshop. We mapped restaurant and retail buyers, buying triggers (failed inspections, insurance pressure, emergency outages), and proof points such as clean crews, scheduled notifications, and compliance certificates. That research drove the sitemap:
Home
Kitchen Hood Cleaning
Fire Suppression Systems
Fire Extinguisher Service
Emergency Lighting and Exit Signs
Who We Serve
Why Hood Doctors
FAQ
Contact
Wireframes kept a shared service-page template (safety and compliance, process, credibility). Contact leads through one quote form. A persistent 24/7 emergency CTA stays in the header.
A sharper mark and message
Design refreshed the wordmark so the brand no longer reads as hood cleaning only. Homepage sections lead with speed and compliance: Rapid Response, Inspection-Ready, Multi-Location Expertise, and Clean Professional Execution. Restaurant and retail client strips sit above role-based testimonials. The visual system is dark, high-contrast, and mobile-first.
Structure built for search and for buyers
Copy and IA started from a keyword map of about 200 terms: service intents, urgent failure queries, compliance questions, and service-by-city combinations across Southern California. Each page received a hand-written title and meta description in Plasmic (for example, Fire Suppression Systems in Los Angeles). Navigation and internal links were designed for both users and crawlers.
Compliance content that supports local SEO
After launch we added a Southern California fire-safety regulations hub with CMS-generated county pages and a Long Beach local page, plus an XML sitemap that includes CMS routes. Tracking was wired for growth: GA4 in the initial HTML for Search Console verification, generate_lead on form submit, and later Google Ads and Ryze tags.
Built on Next.js and Plasmic
The front end is Next.js with Plasmic-driven layouts so Hood Doctors can edit content without a deploy for every copy change. Implementation included a mobile menu that works without JavaScript, form notifications, and performance-minded technical SEO. Hosting moved to DigitalOcean. DNS left Wix for Network Solutions at cutover.
Results
A site that matches the real business
The redesigned site launched in July 2026. It presents Hood Doctors as a full fire protection partner for restaurants and multi-location retail, with clear service pages, regional SEO foundations, and a measurable lead form. Endertech now also runs their retained performance marketing on top of that foundation.