Website redesign & build (Shopify)
A service-focused Shopify site redesigned to clarify offerings, strengthen credibility, and convert homeowners and property managers into qualified estimate requests.
Project Snapshot
INDUSTRY
Roofing services
PLATFORM
Shopify
SCOPE
Redesign + relaunch
DELIVERABLES
IA, structure, CTAs
Highlights
Clear service-based site structure
Estimate-focused CTAs across key pages
Improved credibility and trust signals
Mobile-first readability for homeowners
The challenge
Outdated site experience undermining credibility with homeowners
Service offerings lacked clear structure and scannable hierarchy
Drive estimate requests more effectively without overwhelming visitors
Strategy & approach
Service-based information architecture
Service-driven navigation (Residential, Commercial, Repairs) Clear pathways to "Get a Free Estimate" Organized around customer intent—not internal operations
Estimate-focused conversion design
Estimate CTAs placed at high-intent decision points Frictionless contact entry on mobile devices Trust signals positioned near conversion points
Scalable service structure
Structure designed to add service lines without redesign Consistent components for future content Shopify CMS leveraged for easy service updates
What we delivered
Deliverables focused on clarity, homeowner trust, and estimate requests.
Service-first homepage — establishes credibility and guides visitors toward estimates
Scannable service navigation — quick access to relevant service information
Mobile-first spacing — optimized for homeowners researching on phones
Clear service hierarchy — organized around how homeowners search
Estimate-focused CTAs — strategically placed to capture leads at decision stages
Homeowner trust signals — work examples, credibility markers, and reassurance content
Key screens
Homepage
Clear hierarchy prioritizes key services and contact pathways.
Services
Structured to support both quick scanning and detailed service review.
Articles
Builds trust with homeowners evaluating service quality and expertise.
Contact
Minimal friction across all devices to convert visitors into qualified estimate requests.
Outcomes
Clearer service discovery
Homeowners can quickly locate the services most relevant to their needs.
Improved homeowner trust
A modern, structured layout reinforces credibility and professionalism.
More estimate requests
High-intent CTAs convert visitors at key decision moments.
Foundation for service growth
The structure supports adding new services and content over time.
Technical considerations
Optional detail on approach and methodology
Service-first content hierarchy
Service websites require customer-focused information architecture rather than internal operational flows. Services were organized by homeowner and property manager intent—residential roofing, commercial roofing, emergency repairs—mirroring how people search for roofing contractors.Mobile readability for homeowner research
Mobile-first design was critical for homeowners researching services from their phones. Spacing, typography, and touch targets were optimized for fast scanning and interaction without sacrificing desktop clarity.Long-term maintainability
The scalable structure supports future service expansion without redesign. Shopify’s CMS allows new service pages, work examples, and content to be added as the business grows.
Want a Shopify site to built for clarity and estimates?
Built to make services easy to understand—and easy to book.
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