RoofingFictional residential roofing business · Queensland, Australia · by Dhruv Mohapatra
Turning a gallery page into a free inspection request
A roofer with years of good work and a homepage that is mostly a photo slider, with no obvious way to ask for an inspection.
Mock case study. The business is fictional, and its “before” website was built by Loomino to show problems common on local trade websites. Names, logos and phone numbers are placeholders. No real client or results are involved: this shows design judgement, not a client outcome.
01 · The “before” website
Where it started
02 · What gets in the way
Three problems
- 1
The first screen is an auto-rotating slider
Five large images rotate every three seconds with short slogans. Nothing on the first screen says what the business offers or how to get in touch.
- 2
No low-commitment first step
The only call to action is “Contact us”. Homeowners who are unsure whether they need a new roof have no easy reason to make contact.
- 3
Credentials are invisible
Licence details, insurance and workmanship warranty appear only in the footer, in low-contrast grey text.
03 · The redesign
Redesigned hero, desktop and mobile
The redesign leads with a free roof inspection offer and moves the project photos to support it, instead of replacing it.
04 · Design decisions
Why it looks the way it does
A single, still hero with one offer
The slider is replaced by a clear headline and a free inspection form. Motion was removed entirely from the first screen.
Credentials next to the call to action
Licence, insurance and warranty are shown as short plain-text facts beside the form, where the decision is actually made.
Storm damage treated as its own path
A distinct link for storm damage and insurance claims serves the most urgent visitors without cluttering the main offer.
05 · Page architecture
Proposed site structure
Home
Book a free inspection
- Hero with inspection form
- Credentials
- Services
- Recent projects
- Storm damage
- Service area
Roof restoration
Explain the main service
- Process
- Materials
- Before-and-after photos
Storm damage
Urgent and insurance-related work
- What to do first
- Insurance claims
- Call now
Projects
Proof of workmanship
- Project gallery by suburb
Contact
Every contact method in one place
- Inspection form
- Phone and hours
- Licence details
06 · Measured results
Performance and accessibility
Lighthouse scores for the concept implementation, not the original site.
mobile
- Performance
- 100
- Accessibility
- 100
- Best practices
- 100
- SEO
- 63
SEO: The only failed SEO check is the noindex tag, set deliberately so concept pages are never mistaken for a real business in search results.
Lighthouse 12.8.2, production build served by Cloudflare Pages dev server, mobile emulation with simulated throttling · 15 September 2026
desktop
- Performance
- 100
- Accessibility
- 100
- Best practices
- 100
- SEO
- 63
SEO: The only failed SEO check is the noindex tag, set deliberately so concept pages are never mistaken for a real business in search results.
Lighthouse 12.8.2, production build served by Cloudflare Pages dev server, desktop preset · 15 September 2026
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