The situation
Nobody wants a new roof. They want the leak to stop and they want to know what it costs. Every roofing site asks them to fill out a form and wait for a callback to find out, which is a fine way to lose the homeowner who is comparing three companies at once on a Saturday.
LV Homes sells on financing, so the real objection is not the total. It is the down payment. That has to be answered above the fold or it never gets answered.
What we built
A site built around one number and one sentence.
- An instant estimate tool that gives a real range in about a minute, with no signup, so the homeowner leaves with the number instead of leaving to get it somewhere else
- The financing terms stated plainly and early: no money down, monthly payments, no prepayment penalties, and the starting monthly figure right in the headline area rather than in a footnote
- A Spanish version of the whole site, and Hablamos Español said in the trust row where a Spanish-speaking homeowner will actually see it
- Call and estimate buttons side by side on every screen, because some people want the number and some people want a person, and forcing either one loses the other
- The proof line kept to what can be verified: roofs completed, licensed and insured
- An FAQ that handles the questions that come up on the phone anyway, so the phone call starts further along
What it does now
A homeowner comparing companies gets a price and terms from LV Homes before the other two have returned a call. On the crew side, quoting runs on the roof measurement report.