THIS SITE

Fronesis Advert

The site you're on. A one-person agency with no clients yet had to prove it could build, without borrowing anyone's praise.

fronesisadvert.com · running live on this page

See the homepage →

The notesThe challengeWhat I builtTry it live

Fronesis Advert's home page on a phone: "Be the Company Southwest Michigan Calls First." in white and gold on black.

Five notes on this site

The homepage's first screen: a field of gold dots behind the headline, ordered on the left and drifting on the right.

NOTE 1 · Proof you can touch

With no clients to point to, the first screen became something you do: the field falls into order under your hand.

With no clients to point to, the homepage became something you do: on a computer, it tidies itself under your cursor.

Receipt · This site's design record, August 2026: no clients yet, no borrowed praise.

Sweep your pointer across the right half.

This is the homepage's own first-screen code running here, not a recording. On the left, a grid of gold dots holds still; on the right, the dots drift. Move your pointer over the right half and the loose dots near it snap into the grid, then let go about half a second after you move away. The Pause button stops it.

The homepage's first screen: a field of gold dots behind the headline, ordered on the left and drifting on the right.1
— THE OFFER, 4 SCREENS LATER —
— 16 SCREENS LATER —

NOTE 2 · No borrowed praise

No testimonials here, because there aren't any yet. I'd rather show the work than borrow praise.

Receipt · This site's pages, checked 2026-09-25: no testimonials, stats or ratings.

2
— THE OFFER, 4 SCREENS LATER —
— 16 SCREENS LATER —
Room 02 of the offer: a phone booking a sample water-heater job, labeled SAMPLE · MODE: SIMULATION.

NOTE 3 · The gears I threw out

Animated brass gears came first. I threw them out: nothing to do with anything. Each room now shows a part you'd get.

Receipt · The offer section's design record, 2026-08-24.

Tap to book.

This is room 02 of the homepage's offer section, running here: a phone showing a sample plumber's website. Each press of the Book button moves it one step: the thumb taps Book online, scrolls to an open slot and books it, a booking sheet slides up, and a CONFIRMED stamp lands. The customer and the business are samples.

— THE OFFER, 4 SCREENS LATER —
Room 02 of the offer: a phone booking a sample water-heater job, labeled SAMPLE · MODE: SIMULATION.3
— 16 SCREENS LATER —

NOTE 4 · One Tuesday, nine rooms

Nine separate services read like a menu. One sample customer's Tuesday runs through all nine, so they read as one job.

Receipt · The offer section's design record, 2026-08-25.

— THE OFFER, 4 SCREENS LATER —
Room 02 with its STRANGER → BOOKED readout; the customer is a sample.4
— 16 SCREENS LATER —

NOTE 5 · Email only, on purpose

Our texting registration allows one phone sign-up per page: the chat. So every form here, including the one below, asks for email.

Receipt · The site's texting registration, September 2026.

— THE OFFER, 4 SCREENS LATER —
— 16 SCREENS LATER —
The Money Map request form: name, business, trade, town, email and website, and no phone field.5

The challenge

Fronesis Advert is a one-person agency, and when this site was rebuilt in August 2026 it had no clients to point to and no results to borrow. Most agency sites answer that with testimonials, star ratings and big percentages. I didn't have any real ones, and I won't show fake ones. So the homepage had to prove the work could be done by doing it, right there: a first screen you can touch, and an offer that shows every part you'd actually get, each one working, and each one labeled when its data is a sample.

What I built

The first screen is a field of gold dots: the left half is an ordered grid, the right half drifts, and wherever your pointer rests, the loose dots snap into the grid, then let go when you leave. It is the whole pitch, chaos into order, done by the visitor's own hand. The offer is "The Layered World": nine rooms hung at depth, each holding one real part of the system (a ranking table, a phone booking a job, a recorded call turned into written pages, a missed-call text-back, a one-page scoreboard), and one sample customer's Tuesday runs through all nine. On a computer every room carries a SAMPLE label, and the section says "Mode · Simulation". The forms were rebuilt around my texting registration: the chat is the only place on the site that collects a phone number.

My role

All of it: the offer, the copy, the design and the code. The nine rooms were built in parallel against one shared contract, the same way this page was built. The dot field was made affordable first: the old version checked every pair of about 1,300 dots on every frame and never stopped; the rebuild checks only near neighbors and sleeps when it's off-screen.

Role
Everything
Trade
Websites and local marketing
Town
Benton Harbor, Michigan
Status
Live · you're on it
Built
August 2026
Live site
See the homepage →

Honest proof

  • The offer section is 51 files and 11,008 lines of code, with no images or video.
  • The dot field draws 828 dots on a 1440 × 900 screen and locks a patch into the grid in 0.28 s.
  • The homepage's first-load JavaScript is 262 KB compressed, which is heavy, and I say so (measured 2026-09-25).
  • The dot field switches itself off on phones and touch screens, and when you ask your device for less motion.
  • No analytics are installed, so there are no traffic or conversion numbers to show.

Try it live

It's this site. The moving parts on this page are the homepage's own code, running here, not a recording.

See the homepage →

Deleted scenes: what I threw out, and why

Every site starts as several competing plans, drafted and critiqued with AI tools. I pick one, and say why.

  • Animated brass gears, scrubbed as you scrolled. I threw them out: "still pretty static and lazy … the image has absolutely nothing to do with anything." That sentence became my first rule.
  • Four ways to show the offer: through the computer, one customer's day, a control room, and the layered world. The layered world won, and three ideas from the losers are still named in its code.

From this site's design record, August 2026.

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