Friendly. Professional. Informative. Effective. Efficient.Cleared my flue effectively and without mess or drama.
Royal Chimney NJ — design kit
Design system
Soot & Ember
Two hue buckets. Every neutral is tinted with the logo's own hue, so there is no pure grey anywhere on the site.
Ember — the logo hue, sampled from the logo file
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Soot — neutrals, tinted 8–12% with that same hue
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Zinc — split-complement, and the real colour of galvanised duct
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Typography
Big Shoulders Display + Public Sans
Display 88px against 17px body — a 5.2× ratio. Weight 900 against 400 — a 500 delta.
Creosote doesn't wait
Chimney sweeping in North Jersey
What the camera actually finds
Level 1 and Level 2 inspection
Serving 19 towns · 8 counties
The subheadline explains the mechanism of delivery — never a second benefit.
Body copy at 17px, line-height 1.65, held to a 62-character measure so a paragraph never runs wider than the eye can track. Curly quotes and real apostrophes: “that's the flue liner talking.”
Small text at 15px — captions, meta, the review date. Nothing on this site goes below 14px.
Components
Button — five states, not four
Default, hover, active, focus-visible and disabled. Plus busy, which is what stops a double tap on a phone creating two records.
Hover, active and focus-visible are captured separately in the QA screenshots — a screenshot never triggers hover on its own.
Components
Card — the border is a mortar joint
Separation ladder: space, then a ground shift, then a token shadow. A visible border is last, and here it is drawn as the 1px joint between bricks.
Chimney sweeping
Soot and creosote out, drop cloths down, and photographs of the hearth before we leave.
Chimney inspection
A camera up the flue and a written report, not a verbal “looks fine”.
Dryer vent cleaning
The lint that makes a dryer run three cycles is the lint we clear from the whole run.
Components
One icon set, one stroke weight
1.75px, square caps, drawn here rather than pulled from a library — the whole JS budget is 50KB. Emoji are banned as icons and everywhere else.
chimney
brush
camera
duct
dryer
flame
shield
phone
clock
pin
check
chevron
arrow
star
droplet
wrench
mail
Components
Form field
Errors say what went wrong and how to fix it. They never apologise.
Add your town so we can tell you the next open slot.
Signature moment
The running bond
The logo's brick coursing, rebuilt as a layout surface: every other row offset half a brick. Hero and one section only — anywhere else it becomes wallpaper.
Text over a photo, the one treatment
A full-coverage scrim under the whole text area, plus a text-shadow on headings as backup. Identical on every hero, banner and CTA.
Real job photography from the client's own Google listing — phone-shot, a little rough, and worth more than any stock image.
Motion
One entrance vocabulary, reused everywhere
opacity 0→1 plus translateY 18px, 560ms, 80ms between siblings. Above the fold never animates in. Feedback stays at 180ms — a different scale, never mixed.
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Delay 0ms
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Delay 80ms
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Delay 160ms
Scroll this page: each row arrives on entry, on a timer — never tied to scroll progress, which resolves instantly on a fast scroll and shows nothing.
Components
Google reviews — the same block on every page
Rating and count as Google publishes them, with the date read. The bars are counts recounted from the saved raw review set, never percentages derived from the average.
5.0
59 reviews on Google
Read on
Google publishes 59; we counted the 60 the listing returned.
There was a lot of shaking in the chimney at night because the cap had come loose. They took it out and replaced it with a safe locking model, fixed the broken tile below, cleaned up the mess, and checked the…
The formation of water stains around the fireplace was prevented by repairing the flashing. The sealing seems to be well-done and secure. At last, weatherproofing feels solid. Thorough focus on detail.
FAQ accordion
How often does a chimney need sweeping?
It depends on how you burn, not on the calendar. Most North Jersey homes that use a wood fireplace through the winter need a sweep once a year; a gas insert usually needs an inspection rather than a sweep.
Do I need to be home for the appointment?
Yes, for the first visit. We need access to the firebox and to the roof, and the report is worth more when we can walk you through what the camera found.
Will you make a mess in my living room?
No. Drop cloths go down before anything else, the vacuum runs the whole time, and we photograph the hearth before we leave so you can see what you are getting back.
Grounds
Ember is a block, never a lone accent
A single orange dot on a near-black page is one of the banned AI-default clusters. Here the ember has its own floor.
Elevation
Five steps, two layers each, tinted with the ember hue
Never plain black. Small for buttons, medium for dropdowns, large for modals.
sh-1
sh-2
sh-3
sh-4
sh-5
Radius — the complete set
8px
14px
22px · cards
32px · photos
buttons, chips
Credibility
Above the fold, never below it
5.0from 59 reviews on Google