Case study
Three complete sites.
One winner.
Multi-Fab Metals has been fabricating steel in El Campo, Texas since 1982. A family business specializing in grain handling, dust collection, and custom work, they had never had a website.
- Client
- Multi-Fab Metals — El Campo, Texas
- Scope
- 4-page marketing site, design through launch
- Stack
- Astro · Cloudflare Workers · zero client-side bloat
- Live site
- multi-fabmetals.com
The usual way is a gamble
Most small-business sites get built the same way. A designer shows the client one mockup, talks them into it, and hopes everyone still likes it when it finally ships.
We don't like guessing with other people's money. So for Multi-Fab, we wrote the content once—every page, every photo caption, every call to action—and then built three complete, fully working four-page websites on top of it. Each had its own typography, color palette, and personality.
Because the content lived in one place, choosing cost nothing. The design they picked went to production the same day.
Click through the three designs
These are the three real, working sites, not screenshots, plus the chooser page Multi-Fab used to compare them. Click around inside them.
The chooser
The chooser is the private preview page Multi-Fab used to click through all three designs. It's how Multi-Fab found the one that felt like their company.
Variant A — Heavy Industry Dark
Charcoal and safety yellow, condensed type, full-bleed photos. Built for impact.
Variant B — Clean Industrial Light
White and navy, card-based, conventional. The safest pick, closest to what their peers use.
Variant C — Texas Steel Heritage Client's pick
Cream and rust red with a slab-serif face, leaning into the family-business history. This is the one Multi-Fab chose.
What went live
Variant C shipped at multi-fabmetals.com as a fully static site: responsive images, self-hosted fonts, no trackers or page-builder bloat. It loads fast on a phone in a field, which is where Multi-Fab's customers are. It's hosted on Cloudflare at effectively zero monthly cost.
Multi-Fab didn't get a mockup and a prayer. They got three real sites, a clear choice, and a launch that felt inevitable. Well done.
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