The desired outcome is a descriptive graphic, showing animal characters that are explaining in three steps how our website works. A possible example is here: http://www.myhammer.co.uk (do not create a copy but rather a unique alternative to this example).
*Style of Characters*
As already mentioned, use for the characters 'web animal mascotes': web 2.0'ish, cool, modern. Characters of mailchimp.com or twitter are a good example.
Here is a list comprehensive list of web animal mascots as an inspiration http://www.hongkiat.com/blog/21-exc…b-mascots/ ...I would prefer a kind of a yogi bear.
*What happens in the particular steps*
Step 1: describe the job and post it on the site
Step 2: receive quotes from tradesman
Step 3: compare and choose the quote
*Target size of the whole graphic*
width: about 900px
height: about 120px
*Create only the graphic*
Create only the graphic, not the text. The graphic can also include arrows, showing from one step to the other. But keep in mind: afterwards, text must be placed by us right to the character, so leave some space there. If you want, you can put text as placeholders.
See in the attached file our website where the graphic will be included. The colors you choose should fit in the page as a whole.