We rebuilt a Dallas roofing company's website to show how more of its quote requests could turn into booked inspections.
Homeowners who found the old site had no way to tell whether the company did their kind of job, what it might cost or when someone could come out. Here is the journey a buyer takes on the old site, what we changed and why.
Follow one homeowner, Maria, through the old site after a hailstorm.
Maria is an illustrative buyer, but every step below is something the old site does today. Each one is a point where a good job can slip away.
- STEP 1
She searches for hail damage roof repair in Plano and lands on the homepage.
WHERE IT LEAKSThe homepage says “Quality roofing since 1998”. Nothing on it mentions hail, insurance or Plano, so she is not sure she is in the right place.
- STEP 2
She looks for a rough price.
WHERE IT LEAKSThere is no price anywhere on the site, so she cannot tell whether this company is in her budget.
- STEP 3
She fills in the contact form.
WHERE IT LEAKSThe form asks for her name, email and a message. The company learns nothing about the roof, the damage or her insurance claim.
- STEP 4
She waits for a reply.
WHERE IT LEAKSThe page says someone will be in touch. Meanwhile she fills in two other roofers' forms, and the first one to call books the inspection.
- STEP 5
She gets a quote and says she will think about it.
WHERE IT LEAKSNobody follows up, so when her insurance payout arrives she calls whichever roofer is in front of her.
We changed six things, and each one closes a step where Maria could slip away.
None of it needs a bigger marketing budget. It changes what the site says, what it asks and what happens after someone asks for a price.
- CHANGE 1 OF 6 · MESSAGING
Name the job on the first screen
BEFOREQuality roofing since 1998.
AFTERHail or storm damage on your roof? See a fair price range and book a free inspection.
WHYPeople arrive with a specific problem. The first line should name it, so they know straight away that they are in the right place.
- CHANGE 2 OF 6 · PRICE STEP
Show a price range before asking for details
BEFOREContact us for a quote.
AFTERFour questions about the roof, then a price range for a job like hers.
WHYMost homeowners want to know whether a roofer is in their budget before they give a phone number. A range answers that without tying the company to a final price.
- CHANGE 3 OF 6 · QUALIFYING
Ask the three questions that decide who to call first
BEFOREName, email and a message.
AFTERDo you own the home? Is an insurance claim open? When do you need it done?
WHYA homeowner with an open claim and a deadline is worth a call today. The answers put her at the top of the list.
- CHANGE 4 OF 6 · BOOKING
Let her book the inspection herself
BEFORESomeone will be in touch.
AFTERPick a time for a free inspection, such as Thursday at 9:00 AM or Friday at 10:00 AM.
WHYOnce she has a time booked, she stops filling in other roofers' forms.
- CHANGE 5 OF 6 · FOLLOW-UP
Keep in touch after the quote
BEFORENothing after the quote is sent.
AFTERDay 2: photos of a similar roof. Day 7: what insurance usually covers. Day 21: two open start dates.
WHYRoof jobs often wait on an insurance payout. Short, useful notes keep the company in front of her when the money arrives.
- CHANGE 6 OF 6 · SMART PAGES
Write a page for each service and each suburb
BEFOREOne services page for everything.
AFTERHail damage repair in Plano, roof replacement in Frisco, metal roofs in Garland, and so on.
WHYPeople search for the job and the place. A page written for each answers the search directly and leads to the same price step.
We have not run this on their site, because they are not a client. Here is what we would measure if we did.
We would watch three numbers: how many visitors finish the price step, how many of them book an inspection, and how many inspections turn into signed jobs. On a client's site, these are the numbers we report every month.
Start with the free test.
Ten questions about how your leads come in and what happens next. You get a free result straight away, and a full plan with a review of your own site if you want it.
Get the same teardown on your site.
In a Leak Audit we record a walk through your site as a buyer, then send a ranked list of what to change and why. You can make the changes yourself, or have us rebuild it with you.
A full rebuild is part of the website overhaul, priced after a short conversation.