Concept study. Eastman Roofing is a real business, not a client, and didn’t commission or endorse this redesign. The photos are AI-generated placeholders. No results are claimed.
Raising Eastman Roofing’s website to the level of its own roofs.
A San Jose family roofer since 1979, redesigned to let its craftsmanship speak for itself.
the client
Eastman Roofing & Waterproofing has been family-run in San Jose since 1979. The company has inspected, repaired, or replaced roofs for 40,000 homeowners and businesses, holds 4.9 stars on Google, and has been BBB accredited since 1991.
the problem
Eastman’s site had grown to more than 80 pages, which made it hard to keep the message focused and consistent. The company’s age appeared five different ways, from “more than 35 years” to “over 47 years.” The business hours weren’t listed anywhere, and the “Emergency Leak Help” button opened a form that promised a reply within the next business day. The design worked, but it didn’t match the craftsmanship of Eastman’s roofs, and it didn’t put those roofs front and center, where homeowners could judge the company by its work.
the one job
Show Eastman’s craftsmanship and professionalism, and make the free roof assessment the clear next step.
design decisions
Lead with the finished roof
The home page and each service page open on a finished roof, because the quality of Eastman’s work is its best argument. The details come after. Through a few iterations, I narrowed the look down to one that suits a careful, family-run company. The headings use a sturdy slab serif, and the layout keeps clean lines and plenty of breathing room. One oxide red on cool grays gives the site an assured tone, and a few details slanted like a roofline add a touch of artistry.
Their best line, put into practice
Eastman’s best line is “We will never sell you a roof you don’t need,” and it answers the worry most people have when they call a roofer. The redesign backs it up with three written promises on the home page, a section that answers “Do I actually need a new roof?” and a Repair page titled “Repair, when repair is the right call.” The home page headline sticks to their record: “Silicon Valley’s roofer of choice since 1979.”
Every claim links to its source
The rating, the license, the BBB accreditation, and the CertainTeed certification each appear as a plain line of text, linked to the place where a visitor can check it. The state license board’s lookup can’t be linked to directly, so the site copies the record onto its own page, with the date it was checked and a button to copy the license number. Reviews are quoted word for word and link to Google.
Leaks and planned work, handled separately
The home page asks “What brings you here?” and gives two answers. “Something’s leaking” shows the phone number and the three steps that follow the call. “Planning ahead” leads to the free assessment. Eastman doesn’t offer round-the-clock service, and nothing on the site suggests it does. A contact button on every page shows the office hours with a live “Open now” or “Closed now” status. Outside those hours, the emergency section explains how to limit the damage and lets visitors send the details for a call the next business day.
Show what’s under the shingles
Most of a new roof ends up under the shingles, where the homeowner never sees it. On the home page, a 3D render of a ranch house with one corner of the roof peeled back labels the nine parts underneath, and each label opens a short explanation in Eastman’s own words, taken from their materials page. The labels are plain links placed over the image, so everyone can use them, including people on a keyboard or a screen reader.
Published prices, and a section for realtors
The Inspections page sets out the prices Eastman already publishes: $240, $280, or $340 depending on the ZIP code, with reports in one to four business days. The same page has a section for real estate agents, “reports that hold up in escrow,” because homes here change hands often and every sale needs a roof report quickly. An agent who gets one good report will ask for the next, and each inspection introduces Eastman to a new homeowner.
the build
Eastman’s office can add a finished job, a review, or a guide without me, because each has its own Webflow CMS collection. The current 81 pages fold into nine main ones, and every old address redirects to its new page, so existing links keep working and search engines follow the move. The assessment form takes three steps and checks the ZIP code against Eastman’s service area. The project map loads only when someone opens it, which keeps pages quick on a phone. The site was built to be accessible from the start, following the WCAG 2.1 AA guidelines in both light and dark mode.
what I’d measure
Tracking the assessment form step by step shows where people give up, so that step can be shortened or reworded. Counting bookings by the page they started on shows which pages bring in work and which can be improved. Phone taps, split between leaks and planned work and by time of day, show whether after-hours leak calls are common enough to justify an answering service. If realtors book inspections through their section, the next step is reaching out to more local agents. Folding 81 pages into nine should help in search, but I’d still check search traffic topic by topic after launch to make sure no service loses visitors.
what this means for your business
If you run a contracting or trade business, I’ll build you a website that looks as professional as your work, shows visitors why they can trust you, and wins you the job before they call anyone else.