Perma Jack

A Modern, Audience-First Site for a 50-Year-Old Brand

Founded in 1974, Perma Jack is a pioneer in foundation repair, but its existing website didn’t reflect that history. It was held back by a bloated sidebar, dense text blocks, and a dealer directory that required scrolling through every state. My goal was to make 50 years of credibility easy to find, easy to trust, and easy to act on.

The Problem

Visitors with two different needs—homeowners with a cracking foundation and contractors looking to become dealers—had to find their way through walls of text.

The Approach

I separated the audiences, shortened the path for each, and established credibility visually instead of through paragraphs of company history.

For homeowners, that meant building a searchable dealer map, replacing a long text list.

For prospective dealers, it meant a dedicated page with a clear value pitch and a direct inquiry form, rather than burying the franchise opportunity inside a block of copy.

Two visual moments now do credibility work that paragraphs used to carry. A cutaway illustration shows the system in place—steel piers driven straight through the soil to bedrock—making the mechanics of the repair legible at a glance. Below it, a simple four-quadrant grid replaces what was previously a “Top 10 Reasons” list, each point reduced to a single sentence.

The founder’s story—George Langenbach inventing the system in his garage, his son John running the company today—stayed in the new design, but as a visual moment rather than a block of biography. Archival photos and a clean pull-quote replace several paragraphs of company history. That’s the throughline of the project: keep the substance, cut the density, and let visual hierarchy carry the weight.

Outcome

A 50-year-old company now has a site that matches its reputation—giving two different audiences a faster, clearer path to what they need.