Roofworks
Custom Web Design and Development
Project Overview
Roofworks is a full-service roofing company specializing in residential and commercial roof installation, repair, and maintenance. With decades of combined experience and a reputation built on craftsmanship and reliability, their team helps homeowners and businesses protect what matters most—their property.
The goal of this project was simple: transform an outdated website into a high-converting digital presence that reflects the quality of their work and drives consistent inbound leads.
How I brought this project to life
For Roofworks, I began by digging into three key areas:
- What customers actually care about (trust, speed, reliability)
- What competitors were doing (and more importantly, what they were not doing)
- Where the current website was losing conversions
From there, I built a strategy focused on clarity, trust, and conversion.
1. Discovery & Strategy
Roofing isn’t a “browse and think about it later” service. People need help now. The site needed to immediately communicate:
- What they do
- Where they operate
- Why they’re trustworthy
2. Conversion-Focused Structure
Instead of a generic “brochure site,” I designed a layout that guides users toward action:
- Clear above-the-fold messaging
- Strategic call-to-actions throughout
- Service-specific pages targeting high-intent searches
3. Trust-Driven Design
In industries like roofing, trust is everything. I emphasized:
- Strong visual hierarchy
- Clean, professional layout
- Social proof and credibility signals
4. SEO Foundation
The site was built with local SEO in mind, targeting searches like:
- “roof repair near me”
- “roof replacement [city]”
This ensures the site doesn’t just look good, it also gets found.
The Results
The new Roofworks website is built to do one thing: generate leads.
Since launch, the site is positioned to:
- Convert more visitors into calls and form submissions
- Rank for high-intent local roofing searches
- Clearly communicate services and value within seconds
Most importantly, Roofworks now has a website that reflects the quality of their work—something their previous site failed to do.