A roofer's site rebuilt around the phone

Approach

Residential roofers get most of their jobs from hail and windstorm damage, which means their sites have to convert a homeowner in a panic into a scheduled inspection inside of one scroll. The old site buried the phone number under three clicks of corporate copy, and the free-estimate form was eight fields long. We rebuilt the homepage around a single question — "Is your roof damaged?" — put the phone number where the logo used to live, and reduced the inspection form to one input: ZIP code. Insurance-claim help, financing, and the gallery of completed jobs followed in that order, each earning its space. The site is meant to look like a roofer who takes the work seriously and wants to answer your call by the second ring.