Back to Portfolio
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  • Outdated site experience undermining credibility with homeowners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.

Want a Shopify site to built for clarity and estimates?

Built to make services easy to understand—and easy to book.

View all projects Start your project