JSM Electrical: company and site brief

From the live site https://jsmelectrical.com.au/ (read 2026-10-22); its full copy is in docs/content/, one file per page. Facts marked (FB) and (IG) are from JSM's Facebook and Instagram (read 2026-10-22; everything they showed, and how far to trust them: docs/facebook.html, docs/instagram.html). [gap: …] = not on the live site: ask the user, never guess.

Business

• Name: JSM Electrical. Legal name: JSM Electrical Pty Ltd (IG display name). ABN: [gap: not on the site; ABR searches for "JSM Electrical" and "JSM Electrical Pty Ltd" (2026-10-22) show no Geelong match].
• Founded 2023. Electrical maintenance and service repair company based in Geelong, Victoria.
• REC 34685 (IG bio; not on the site or Facebook). [gap: verify on Energy Safe Victoria's register; insurance and accreditations]
• Testing: a Fluke 1672 multifunction tester since June 2026, for digital test and commissioning reports (IG).
• Owner and team: "Jack", named in both Facebook reviews and the Instagram bio; the email is jack@. Cooper works the NT community jobs, and Tom was a first-year apprentice in August 2024 (IG). Hiring an A-grade electrician and a 3rd/4th-year apprentice (IG, May 2026). [gap: full names, roles, team size]
• Phone: 0429 400 287. Email: jack@jsmelectrical.com.au. Address: the site shows only "Geelong, Victoria"; Facebook lists 6 Cameron Court, Clifton Springs VIC 3222, on the Bellarine (FB). [gap: OK to show the street address on the site? It may be a home address]
• Hours: [gap: none stated on the site or Facebook; the contact form offers call-back windows 9am–7pm].
• Emergency or after-hours: [gap: "emergency repairs" is listed for business and commercial only; no after-hours terms].
• Service area: Geelong, the Bellarine Peninsula (Portarlington named) and the Surf Coast; also rural and remote jobs across Australia.
• Remote work (FIFO), mostly community telecommunications (IG, FB):
  • Mornington Island, QLD (Aug 2024): internet and phone to every home;
  • Hope Vale and Wujal Wujal, Cape York, QLD (June 2025): a 15m radio tower and service calls;
  • Elcho Island (Galiwinku), NT (Aug 2025): wireless access points;
  • Groote Eylandt, NT (Nov 2025): communication booths, solar and maintenance.
  Instagram story highlights also name NSW and WA.
• Vehicle: a white Toyota Hilux single-cab ute with a roof rack. Door: the chrome "HILUX 2.7 VVT-i" badge, the JSM Electrical logo and "0429 400 287" (from the user, 2026-10-22). Facebook also shows a white van with the logo (cover photo) and a white tray-back ute with the door logo.

Services

Live menu order; priority: [gap]. Copy for each: docs/content/<file>.

• Business and Commercial: business-and-commercial.md
• Industrial: industrial.md
• Homes: homes.md
• Renovations: renovations.md
• Underground: underground.md

Facebook posts (May 2025) also push LED lighting and signage for shops and commercial spaces: "Electrical and Lighting Services for Businesses" (FB).

Instagram shows work the site never names (IG):

• new builds with builders (temporary poles, fit-outs);
• pools and garden lighting;
• gate motors;
• sports, billboard and feature lighting;
• office LED fit-outs;
• sheds, farms and equine work (horse walkers, paddock light towers);
• tiny homes.

The revamp regroups all of this into five services named after the customer: Homes; Renovations & new builds; Business & commercial; Rural & industrial; Remote & telecommunications. The groups, their web addresses and redirects are in docs/design.md, "Services". [gap: JSM to confirm the grouping]

Positioning and voice

• Tagline, values and "why choose us": docs/content/home.md, docs/content/about-us.md.
• Customers: homeowners and renovators, businesses and shops, industrial sites, telecommunications and public infrastructure. Also builders: OneBuild Geelong, Prebble Constructions and Mittabuild tag JSM in their posts (IG).
• Voice: professional, safety- and quality-led, Australian English. Words to use or avoid: [gap].
• Testimonials and reviews: none on the site. Facebook has two recommendations, both praising Jack (FB):
  • Liam D. (about 2024–25): professional, accommodating and knowledgeable;
  • Jamie N., "the Zuri Team" (1 April 2025): professional, detailed and friendly, left everything clean and tidy, highly recommends.
  [gap: the reviewers' OK to quote them on the site, and how to name them]

Site

• Pages: one file each in docs/content/, with the live URL, title tag and meta description; keep or redirect those URLs, and any redirects the live site already has. Header and footer: docs/content/site-wide.md.
• Main call to action: a free project consultation, by the contact form (docs/content/contact-us.md), email or phone.
• Brand: monochrome. #000000 primary and accent, #373737 secondary, #555555 text, greys #AAAAAA #CCCCCC, white. Headings Electrolize (500/600), body Poppins (400; 500 accent, 700 display).
• Logo: two-colour, black with grey #9F9F9F on the J's tick and the M's diagonal (as on the ute door). Live header: wp-content/uploads/2026/10/jsm-logo-reversed-400.png (400×170, white and grey, alt "JSM Electrical"); site icon wp-content/uploads/2026/10/favicon.png (also the home-screen icon). Source files: [gap]. Our rebuilt set, with every variant: docs/assets/logo/, overview docs/logo.html.
• Social: the live site links Facebook and Instagram. Facebook: https://www.facebook.com/profile.php?id=61574767686775 (131 followers; links only to the website). Instagram: https://www.instagram.com/jsm.electrical_/ (367 followers, 25 posts; no website link in the bio).
• Photos on Facebook (FB): about 19, a dozen of real work: the Cape York radio tower, a solar and comms cabinet, the team in hi-vis, a shop fit-out with track lighting, a shed and a garage with hexagon LED lighting, rooftop antenna work, and the vehicles. Instagram has about 20 jobs with places and dates: docs/instagram.html. [gap: full-size originals from JSM; these could replace the stock service images]
• Live stack: WordPress with Elementor Pro on a Hello Elementor child theme, Site Kit (Google Analytics), Cloudflare; built by Global Webforce.

Meta descriptions

Weak on Home, About Us and the five service pages: four service pages end "installation, wiring, repairs etc.", and the homepage's never mentions homes. Strong ones are part of our SEO package, not a free fix: the proposal lists them as a finding, and neither offers to rewrite them nor names the package. Replacements were drafted on 2026-10-22.