WHAT'S IN THIS CASE STUDY
The Challenge
This Brisbane roofing business was getting decent traffic from local search and word of mouth, but the website itself was quietly costing them the job. Built years earlier on an outdated platform, the site took over 6 seconds to load on mobile, buried the quote request form three clicks deep, and looked dated compared to competitors bidding on the same jobs.
Roofing enquiries are often urgent — storm damage, leaks, insurance claims — and every extra second of load time or confusing navigation meant a potential customer calling a competitor instead.
The Strategy
Rather than a cosmetic refresh, we treated this as a full conversion-focused rebuild, prioritising speed and lead capture above visual polish alone.
Speed-First Rebuild
Rebuilt on a lightweight, modern stack with compressed images and minimal render-blocking scripts, cutting page load time by more than two thirds.
Mobile-First Layout
Redesigned every page mobile-first, since the majority of roofing enquiries come from phones, often searched urgently on-site after storm damage.
Simplified Quote Form
Moved the quote request form above the fold on every key page and cut it down to only the fields genuinely needed to follow up.
Click-to-Call Everywhere
Added a persistent, tap-to-call phone number across the mobile site for customers who'd rather call than fill out a form during an emergency.
Timeline: Week by Week
Audit & Wireframe
Reviewed the existing site's speed, structure, and conversion points, then wireframed a simplified, lead-focused layout.
Design & Build
Designed and built the new site on a lightweight stack, with speed and mobile performance as core requirements, not an afterthought.
Testing & Speed Tuning
Compressed images, minimised scripts, and tested load time across real mobile devices until targets were met.
Launch
New site went live with tracking and call analytics connected from day one.
Results Confirmed
Lead volume and mobile conversion data confirmed the rebuild's impact, with results holding steady past the initial launch spike.
The Results
| Metric | Before | After (10 Weeks) |
|---|---|---|
| Lead Volume | Baseline | 2.1x increase |
| Mobile Page Load Time | ~6.2 seconds | -68% (under 2s) |
| Mobile Conversion Rate | Baseline | +140% |
"Our old site was actively losing us jobs and we didn't even realise it. The new site loads instantly and the quote requests haven't stopped since launch."
Key Takeaways
Speed is a conversion feature, not a technical detail.Cutting load time had a direct, measurable impact on how many visitors became leads.
Urgency-driven industries need frictionless mobile paths.Click-to-call and a short form outperformed a polished but longer signup process.
Above-the-fold placement matters.Moving the quote form higher on the page alone drove a meaningful share of the conversion lift.
Results held steady, not just a launch spike.Lead volume stayed elevated well past the first two weeks post-launch.
Frequently Asked Questions
How much did lead volume improve for this roofing company?
Lead volume increased 2.1x within the first few months after the website rebuild, alongside a 68% reduction in page load time and a 140% increase in mobile conversions.
Why does page speed matter so much for a roofing website?
Roofing leads are often urgent and searched for on mobile, frequently after storm damage. A slow-loading site loses these time-sensitive visitors before they ever see a quote form.
What made the biggest difference in this website rebuild?
Simplifying the quote request form and placing clear calls-to-action above the fold on mobile had the largest measurable impact on conversion rate.