Niche Down, Sell Up: A Protection-First Site for a Calgary PPF Shop
Precise Detailing sells the same paint protection film and coatings as every shop in Calgary. We rebuilt the website around the high-ticket work and let the menu do the qualifying.
Same Three Letters as Everyone Else
Precise Detailing is an owner-operated paint protection and correction shop in south Calgary. The install quality was never the problem. The problem is that every shop in the city sells the same three services, PPF, ceramic and graphene coatings, and paint correction, and a buyer comparing four websites at 11pm cannot tell the work apart from photos.
By the owner’s estimate, about 30% of the previous year’s jobs were interior details, the low-ticket end of the market. The shop wanted the four-figure protection work, but nothing on the buyer’s side of the funnel was pointed at it.
Build the Site Around the Work Worth Having
We built the new site around a single decision: lead with protection. Six service cards on the homepage, every one with a listed price, from a $100 motorcycle detail up to a $1,200 graphene coating, with bundles and a full-body PPF option running to $5,500 on the services page. No interior packages anywhere on the site.
Publishing real prices is the part most shops refuse to do. In a hand check of six Calgary PPF and coating shops in August 2026, one of the six showed any price on its homepage. Everyone else made you request a quote. Printing the number sets expectations before the first message and signals confidence to the buyer who is ready to spend.
Protection-First Menu
Six priced service cards leading with PPF, correction and graphene coatings. Interior detailing is off the site entirely, so the menu reads as a specialist rather than a shop that does everything.
Prices on Every Card
Every core service carries a real number. It screens out the buyer the shop no longer wants and pre-sells the one it does, before anyone picks up a phone.
The Form Does Intake
Service and vehicle captured up front, with quote context carried in from the service pages, so most inquiries arrive scoped enough to price on the first reply.
38 Inquiries, and the Mix Is the Story
Across 13 weeks of form activity, May 20 to August 19, 2026, the contact form logged 38 inquiries. The curve moved one direction through the season: 4 in May from the 20th, 9 in June, 18 in July, an exact double, and 7 through August 23.
The mix is what the positioning actually bought. Paint protection film took 13 inquiries at 34%, paint correction 10 at 26%, graphene coatings 4 at 11%, and the PPF and graphene bundle another 4 at 11%. Together, 82% of inquiries named a service listed at $750 or more. Only 2 of 38 asked about the $100 motorcycle detail, and nobody picked either windshield service.
One scope note. Every inquiry count here is a website contact-form submission. Phone calls, texts, Instagram DMs and walk-ins to the shop are not tracked, so these are a floor rather than the full picture.
Business Up, and Booking the Bigger Jobs
Mike, who owns Precise Detailing, reports business at about 1.5x last year, with most customers now booking the more expensive services. His estimate for the previous year: about 30% of jobs were interior details. Those figures are his, not ours. The form data is the part we can prove.
What We Delivered
A protection-first site on a clean, fast build with a client-editable CMS, so the shop can update services and gallery work without calling us.
A six-service priced menu that presents the shop as a protection specialist rather than a general detailer, matched to the work the bay is built for.
A scoped inquiry form that captures the service and the vehicle, so submissions arrive ready to quote instead of starting at "how much for detailing".
Every form submission logged and attributed, which is where the 38 inquiries and the 82% premium mix in this case study come from.
Detailing and PPF shops
Let's build a site that sells your highest-ticket work.
If your site sells everything you do and your inquiries keep asking for the cheapest thing on it, the menu is the problem. Tell us your services and your city, and we will show you what a protection-first build looks like on your numbers.
Talk to us