CONCEPT STUDY. Ridgeline Roofing is a fictional business I created to demonstrate my process on a real-world problem. The research, design, and build are 100% real. The company isn’t. No results are claimed; judge the thinking.
Ridgeline Roofing: turning storm-season searches into qualified estimates
Turning storm-season panic-Googling into qualified estimate requests.
The client
A fictional family-owned roofing company: two crews, twenty years in business, all work from word of mouth. The owner watches newer competitors outrank him with worse workmanship and better websites.
The problem
Roofing is high-ticket and scam-prone, so homeowners research hard. They do it on their phones, often right after a storm. Ridgeline’s old site loaded slowly, buried the phone number, and treated “contact us” as an afterthought. Every lost visitor is a $12,000 job going to the guy with the Google ads.
The one job
Convert anxious homeowners into qualified estimate requests.
Design decisions
One action above the fold. “Get a free roof assessment” with a form AND a tap-to-call button given equal weight. Storm-damage leads call; planned-replacement leads fill forms. Serving both doubles the capture surface.
A trust stack before a photo gallery. License numbers, insurance, manufacturer certifications, and photos of the actual crew, placed before the pretty pictures. In roofing, the buyer’s first question isn’t “is it beautiful” but “will these people rip me off.”
A multi-step estimate form instead of a wall of fields. Step one asks only the easy stuff (job type, zip). Commitment builds; completion rises; the job-type answer qualifies the lead before anyone drives out.
Service-area pages as a CMS collection. One template, one collection, every town gets a page: local SEO structure without maintenance burden.
Before/after sliders over glamour shots. Roofs aren’t pretty; transformations are convincing.
Speed as a feature: target sub-2-second load on 4G, because the searcher has three competitor tabs open.
The build
Webflow CMS collections for service areas, projects, and reviews. Native forms with conditional steps. LocalBusiness schema markup. Compressed, lazy-loaded imagery.
What I’d measure
Estimate-form starts vs. completions, tap-to-call clicks, leads by service area, and, with call tracking, cost per qualified lead. A site like this succeeds or fails on one funnel, so that’s the only funnel I’d watch.
What this means for your business
If your business lives on qualified leads (roofing, HVAC, remodeling, law), this is the playbook I’d adapt to you. Tell me about your project.