Mint & Fable | Websites for Service Based Businesses

Built to Book: Websites & Copy for Service Pros

A former high-level athlete who helps brands like yours create killer sites and produce copy that converts like a top-line player.

Our Story

Mint & Fable was born in the locker room, not the boardroom.

After playing high-level hockey for most of my life, I swapped the gear bag for a laptop and started helping service brands create sites and write copy that actually converts.

I know what it’s like to chase margins, on the ice and in business. That’s why when I write for athlete-focused brands, it’s never just words on a page.

It’s identity. It’s trust. It’s buying psychology.

Today, Mint & Fable helps growing service brands tell stories that sell through websites and conversion copy that hits harder than a clean open-ice check.

Let's Build Your Playbook

Services

Website Creation

Turn your website into a revenue machine.

Custom-designed websites built specifically for service businesses like trades, salons, and local pros. Mobile-friendly, fast, and built to convert visitors into calls or bookings — your site will finally match the quality of your work.

Conversion-Focused Web Copy

Words that work as hard as your product.

Clear, professional copy written to connect with your ideal customer and drive action. We write every page with purpose — from your homepage to your service descriptions — so your message hits home and brings in more business.

Local SEO Setup

Build hype. Drive action. Sell out.

Get found where it matters most — locally. We handle the essentials: keyword-focused content, proper meta tags, on-page optimization, and Google Business Profile integration so your business ranks higher in local search results.

Gear Up Your Brand

Working With the Best Clients and Partners

Our 3-Step Process

Discover Your Story

Create With Clarity

Deliver & Elevate

We start by understanding your brand, goals, and audience. Through a quick discovery call and questionnaire, we uncover what makes your business distinctive and worth remembering.

From messaging to visuals, we craft strategic, scroll-stopping content and design that reflects your brand’s voice, values, and vision.

Once approved, we deliver polished, ready-to-use assets. Need tweaks or extra support? We’re just a message away. You walk away with brand magic that actually works.

Let's Build Your Playbook

"Cal has something you simply can't teach—incredible instincts. Cal has this natural ability to cut straight to the emotional core of what matters to the reader.

His creativeness feels effortless and authentic because he trusts his gut about what people actually want to hear and what will move them into action. All that to say he can really make an audience click a link."

Natasha - Owner of MomCopy & Coach

"Cal is a chameleon. He can sneak in direct-response/sales-focused language in any brand voice, which is really hard to do. Talented guy, would recommend."

Cardinal Mason - Copywriter & CopyMBA CEO