Website Design
Conversion-focused websites specifically designed for home improvement companies.
The problem
A homeowner about to spend $20,000 lands on a site built in 2014, on a phone, at 9pm. Nothing on the page tells them this company is the safe choice — so they open three more tabs.
What we do
We rebuild the digital experience around the decision a homeowner is actually making: can I trust these people in my house, with my money, on my timeline.
How it runs
- 01
Audit the current conversion path end to end
- 02
Map the homeowner decision moments
- 03
Design proof-first pages: work, warranty, people, process
- 04
Build fast, mobile-first, tracked from day one
- 05
Test the paths that produce estimates
Mobile load
Under 1.5s
Proof surfaces
Project galleries, reviews, financing
Primary metric
Estimate requests, not clicks
A home improvement website has one job, and it is not to describe your services. It is to move a nervous homeowner from 'these people might be able to do this' to 'I am comfortable letting these people quote my house.' Everything else on the page is decoration.
That distinction changes how the site gets built. Instead of a homepage, an about page and a services list, we design around the sequence of doubts a homeowner works through: is this a real company, have they done my job, what does it cost roughly, what happens if it goes wrong, and how do I take one small step without committing to anything.
We build in the open with your team. You see the conversion path before it is designed, the copy before it is styled, and the tracking before launch — so the site is never a black box you inherited from a vendor.
You probably need this if…
- Traffic looks fine in Analytics but the phone does not reflect it
- The site was built once, years ago, and nobody can edit it without a ticket
- Your best projects live on crew phones, not on the site
- The contact form is the only conversion point, and it asks for eleven fields
- It takes more than three seconds to load on a phone on LTE
- Financing, warranty and licensing are buried on an interior page
Conversion path architecture
A documented map of every route into the business — organic, paid, map pack, referral, retargeting — and the page each one should land on. Written before a single screen is designed.
Proof system
Project galleries structured by trade, home type and neighborhood, with review pull-through, crew photography, licensing, insurance and warranty terms surfaced where the doubt actually occurs.
Service and service-area pages
Real pages with real substance for each service line and each market you serve, not thin city pages cloned with a find-and-replace.
Estimate request path
A short, staged request flow that asks for the minimum up front, plus click-to-call, text and financing entry points tuned for a phone held in one hand.
Performance build
Mobile-first, image-optimized, sub-1.5s target on LTE, accessible contrast and focus states, and clean semantic markup for search engines.
Tracking from day one
Form, call, text and chat events wired into analytics and your CRM before launch, so the first month is already measurable.
- AuditWeek 1
Session recordings, funnel data, speed testing, competitor comparison set, and interviews with whoever answers the phone.
- ArchitectureWeek 2
Conversion path map, page inventory, proof requirements, and the measurement plan signed off before design starts.
- DesignWeeks 3–5
Mobile-first design of the pages that produce estimates first; the rest of the site follows the system.
- BuildWeeks 5–8
Development, content and photography integration, speed budget enforcement, accessibility pass, tracking installation.
- Launch and testOngoing
Redirect mapping, launch monitoring, then a rolling test backlog against the estimate-request rate.
Instead of
Leading with a rotating banner of stock houses
Do this
Lead with one real project photographed near the homeowner's market
Instead of
A single 'Contact Us' form for every intent
Do this
Separate estimate, emergency and general paths with different urgency and fields
Instead of
Hiding pricing entirely
Do this
Publish honest ranges and what moves them; it filters bad fits before your calendar does
Instead of
Redesigning everything at once
Do this
Rebuild the estimate path first, measure, then extend the system outward
How we judge it
- Visitor → estimate request rate, by device
- Estimate requests by service line and market
- Mobile load time at the 75th percentile
- Call and text volume attributable to site pages
- Cost per estimate request from each channel
- Do we have to move off our current platform?
- Not necessarily. If the platform is not the constraint, we rebuild on it. We only recommend a move when the platform itself is capping speed, structure or your ability to edit content without a vendor.
- What happens to our search rankings?
- We inventory existing URLs and traffic before anything changes, then map redirects one to one. Content that ranks is kept and strengthened, not discarded because it looks dated.
- We do not have good project photos. Now what?
- That is the most common starting point. We give your crews a simple capture standard — angles, timing, lighting — so the library builds itself on jobs you are already running, and we schedule one shoot to cover the gap.
- How long before we can tell if it worked?
- Estimate-request rate usually reads within 30 to 60 days because it does not depend on new traffic. Revenue attribution follows your sales cycle.