What we focused on
- More professional presence — tightened visuals and layout so the brand reads credible, modern, and ready for high-ticket roofing jobs.
- More leads from the form — simplified the path to contact, reduced noise around the quote flow, and made it obvious where to start.
- Analytics in place — wired up tracking so we can see what people do on the page and keep improving headlines and copy with real behavior, not guesses.
- Clearer free-estimate CTA — brought the offer forward in the hero and repeated it where it matters so visitors always know the next step.
The challenge
Alpine Roofing was getting traffic, but conversion was low relative to the visits — people were landing on the site without a clear, confident path to request an estimate. The page felt busy, the story didn’t snap into focus quickly, and the primary offer for a free estimate wasn’t obvious enough above the fold.
Without a strong first impression and a single obvious action, even good traffic doesn’t turn into enough form fills and calls.
The solution
We started by fixing the biggest leak: a clear CTA right in the hero so the first screen answers “what should I do?” — request a free estimate — before visitors have to hunt.
From there we cleaned up and reorganized the landing page: clearer section order, less visual clutter, and a smoother flow from trust and services down to the quote form. We also swapped in stronger hero photography that immediately feels like professional roofing work and supports the headline instead of fighting it.
We integrated analytics so we can measure scroll depth, engagement, and conversions over time — that gives us a feedback loop to test headlines and on-page copy and double down on what actually moves people to fill out the form.
The outcome
The new experience presents a polished, trustworthy brand, a single dominant story, and a repeatable path from first glance to form submission. Alpine Roofing now has the structure and data to keep refining messaging while the site does more of the heavy lifting for lead generation.