A new roof is decided over weeks, not minutes. The site is built for those weeks.
Concept project. Self-initiated work for a fictional brand, not a client engagement.
The brief
Apex Roofing Group is an imagined roofing company. It handles full roof replacements, and its workmanship is strong.
Its imagined website looks like every other contractor's: stock imagery, a list of services and a quote form. On a purchase this large, looking the same as the lowest bidder is expensive.
The challenge
Nobody replaces a roof on impulse. The buyer compares companies over weeks, reads closely and worries about choosing wrong.
A site that pushes a free quote at every turn treats a major decision like a quick sale. Apex has to earn confidence first, and ask second.
Lead with finished work. Explain materials, process and warranty in plain terms. Then ask for one thing only: an inspection.
Direction
Slate, concrete gray and a single signal color. A condensed, structural typeface, set large.
The imagery shows buildings, not people. Rooflines against open sky. Aerial views. Material seen up close. The layout takes its manners from architecture publications: wide, quiet and exact.
- Slate#14181B
- Concrete#A9ADAE
- Signal#FF5A1F
Project files show the building, the material and the scope of each job. A materials section sets out the options without jargon. Process and warranty each get a full page, because those are the questions that stall a decision of this size.
Key features
- 01A project gallery, with a file for each project
- 02A guide to materials
- 03The process, stage by stage
- 04The warranty, explained in plain terms
- 05An inspection request form
Sample content. Projects, prices and warranties shown in this concept are fictional.
Motion
Slow and heavy. Wide pans across aerial imagery. Large reveals that take their time. The pace says nothing here is rushed, the work included.
Galleries become full-width swipes. Long pages gain a section index. Request an inspection stays within reach, without following the reader down the page.
For a real roofing company, we would track:
- Inspection requests
- Requests that include full property details
- Time spent on project files, materials and warranty
- How far visitors read on the long pages
- Return visits before a request
- Requests made after viewing at least one project file