Toitures Exemple: a structure designed for residential roof replacement.
A fictional company presented to illustrate the case study format. Published case studies will cover real projects, presented with the clients’ consent.
Residential roofing
Longueuil and Brossard
Web design
Design project (no measured results)
More roof replacement projects, fewer small repairs.
The company has capacity in spring and summer, and prefers roof replacement projects, which are more profitable than small jobs.
Its website didn’t reflect this priority: everything was presented at the same level, and nothing indicated the cities served.
A one-page website
Emergencies and roof replacement presented together
No information on service areas
The phone as the only way to get in touch
Three decisions on structure and content.
Each decision follows from the business priority: growing residential roof replacement in Longueuil and Brossard.
One page per service
Roof replacement and emergencies separated, each with its own timelines, proof and FAQ.
Explicit service areas
Longueuil and Brossard named on the roof replacement pages, with examples of work in those cities.
An easy request
A short form on every page, with the phone number as a complement for emergencies.
The key screens, as wireframes.
Conceptual wireframes: they show how the information is organized, not a final design.
The structure and the visitor journey.
A single page, everything at the same level
Visitors have to read everything to find out whether the company does roof replacement in their city.
One page per service, cities named
Visitors go straight to the service and city that concern them, then submit their request.
What will be measured.
A design project doesn’t present results until they have been measured. Here are the planned indicators, without values, since this is an example.
Visits to roof replacement pages
By city served: Longueuil and Brossard.
Leads received
Forms submitted and calls measured, by service.
Lead quality
Share of roof replacement projects, based on the company’s feedback.
Are you in a similar situation?
Tell us about your priority services: we’ll get back to you to discuss them.
