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 years of playing high-level hockey, I traded in the gear bag for a laptop—and started helping trades and service pros build brands that actually convert.

I know what it’s like to hustle for margins, whether it’s on the ice or on the job site. That’s why when I design a website or write copy, it’s never just pixels or paragraphs.

It’s about trust. Identity. Clear messaging that speaks to real people.

Today, Mint & Fable helps contractors, home service businesses, and trades-based brands stand out online with clean websites and conversion-driven copy that hits harder than an 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 business.

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

Who do we work with?

Home Service businesses such as Plumbers, Electricians, Garage Doors, HVAC, Renovations, Handyman, Cleaning Services, and more.

Construction services such as Demolition, Contractors, Excavation, Drilling, Hauling, Carpentry, Framing, Flooring, and more.

Service Based businesses such as Hair Salons, Photographers, Nail Techs, Tanning, Lash or Brow Techs, Bookkeeping, Event Planner, Yoga Studio, Therapists, and more.

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