Rafa’s Auto Repair
Honest work. Fair prices. No runaround.
- Sector
- Independent auto repair
- Place
- Santa Fe, NM
- Year
- 2026
- Status
- Launching this month
Live composition — real type, real layout, rendered in your browser. Not an image.
The problem
What was not workingEighteen years, a 4.9 average, and not one negative review — with no front door for any of it. His old Google business page returned a 404. Yelp, YellowPages and Roadtrippers still listed an address he had moved out of. One directory pointed his website link at a completely different company. A reputation that good was doing almost none of the work it should have been doing.
The position
Who this has to reachNot the cheapest shop in Santa Fe. The one people send their friends to. And a second group hiding inside his own reviews: nine of them are travellers who broke down mid-trip, sent over by tow drivers and parts counters. Nobody else in town is talking to them.
The idea
The creative directionLet the customers do the talking. Twenty-five of them had independently used the word “honest”, twenty said “fair”, twelve mentioned speed — so the homepage counts those words instead of claiming them. The second section on the page is a customer describing the engine job two other shops quoted at five thousand dollars, which Rafa did for six hundred. Rafa cannot say that about himself. His customer already did.
The system
The rules that make it hold together- Typography
- Archivo at weight 800, set uppercase and tracked tight for anything that has to be read from a phone held at arm’s length in a parking lot. Instrument Serif italic for the customer quotes, so their words look like speech rather than marketing.
- Colour
- Near-black, warm paper white, and one red — the red already on his sign. It appears on the call button, the star ratings and nothing else.
- Photography
- His bays, his lifts, his customers’ cars. No stock photography of a stranger in clean coveralls holding a wrench.
- Structure
- Thirteen pages. Eight of them are service pages written around the symptom rather than the repair — a grinding noise, a light on the dash — because that is what somebody actually types in.
- Motion
- Almost none. Content arrives, nothing performs. A shop website that showboats undercuts the exact thing it is selling.
- Engineering
- Static HTML, no database, no CMS, no monthly software. It costs about twenty dollars a year to keep online, and he owns every part of it.
Honest work. Fair prices. No runaround.
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The experience
Click a moment to load it into the pageThe numbers
All of them his, none of them oursRafa’s Auto Repair is a real business and a real client — the only project on this site that is. The website goes live this month, so there are no traffic or enquiry figures here yet. When there are, they will be the shop’s actual numbers and they will be dated.