The roofer nobody could find.
An excellent roofer. The website was doing none of the work. The phone rang when it rained.
The problem
Six people, twenty years of good work, a full calendar every time it stormed and a quiet one every time it didn't. The website explained nothing, loaded slowly on a phone, and its contact form asked for a fax number. Word of mouth was carrying the whole business, and word of mouth does not scale on demand.
The owner did not need a brand campaign. He needed the site to do a job: explain, reassure, and get a quote request into his hands with enough detail to price it.
What we decided
- BuyA template site would have been cheaper for a week and more expensive forever. The form is the product here, and templates have bad forms.
- ConnectQuote requests go straight into the calendar and the quoting spreadsheet he already trusts.
- AutomateAn instant "we got it" text to the homeowner, and a reminder to the owner if a quote sits for two days.
- BuildThree pages and one quote form that asks the right five questions, with photo upload, in under a minute on a phone.
What we didn't build
Kept, on purpose
His quoting spreadsheet is good. It stayed. His review profiles stayed. We linked to them instead of rebuilding a "testimonials" page that says less than the real reviews do.
The system
Everything that floats in above used to be a separate place to look.
Roof type, rough size, the problem, photos, and the best time to visit. That is the whole form. The owner opens the request on his phone, on a roof, and can price most jobs before he climbs down.
Results
- 2.4×
- inquiry rate, same traffic
- 1
- quote form that asks the right five questions
- <1 s
- to load, on a phone, on a roof
The fax number field was not migrated. It has not been missed.
What we'd do next
A simple job-status page for homeowners ("materials ordered", "crew scheduled Thursday") to cut the "any update?" phone calls. Only if the calls turn out to be a real cost. Sometimes they are the relationship.
This is an illustrative engagement. The company, people and numbers describe the kind of problem we take on and the result we design for. Not a real client claim.