Nobody drives past your work on Barnsbury's filtered squares. The site's job is to survive the referral, not generate it.

Traffic management in this part of Islington dates from the 1970s, an early version of what the council now calls its People Friendly Streets programme, and the effect on trade is direct: nobody arrives here by accident. What works is almost entirely invisible from a pavement – builders, joiners, roofers, decorators, sash window and stucco specialists, damp and structural repair, architects, surveyors and planning consultants handling listed and conservation-area stock, alongside the therapists, tutors, designers and consultants working out of converted rooms in the terraces themselves.

That changes what a website has to do. It will rarely generate the first contact – that comes as a name passed over a garden wall or dropped into a square's residents' group – so its job is to survive the check that follows before anyone lets a stranger into a listed house: real photographs of finished work on houses that look like the reader's own, plain wording on how conservation-area and listed-building jobs are actually handled, named trade bodies and insurance, and a phone number a person answers.