Red Rider Roofing · Home Services
Proof of work, not just a promise
A roofing crew with a strong before-and-after portfolio sitting in a phone's camera roll had a website that showed none of it. We built them a site that leads with the work instead of a stock photo of somebody else's house.
The problem
Red Rider had built a real reputation on storm response — the crew that shows up within a day of a hailstorm and actually answers the phone. Word of mouth carried them for years. Their website carried nothing.
It was the same franchise template running under three different local trade names, this one with a roof icon dropped in. There was no photo of an actual Red Rider job anywhere on it, despite the owner having hundreds on his phone. A homeowner comparing quotes after a storm had no way to see the difference between Red Rider and the two other companies bidding.
Inspection requests, the highest-intent action on the site, went to a generic contact form that asked nothing specific — so half the replies were the office calling back just to ask what the actual problem was.
The approach
Three moves, in order.
01
Build an identity around the name people already use
“Red Rider” already had recognition in the neighbourhood; the new mark, a coral roofline, gave it a visual anchor instead of a placeholder icon.
02
Ask the inspection questions up front
The request form now captures roof age and the specific concern — leaks, missing shingles, storm damage — so the crew shows up already knowing what they're looking at.
03
Let the work speak
A before-and-after gallery, built from the owner's own photo library, replaced the stock imagery. It's the single most-viewed page on the new site.
The work
What we built.
The new homepage
Also delivered
A storm-response landing page that can be turned on within hours of a weather event, since that's the 48-hour window when most of Red Rider's inspection requests actually happen.
Results
First two storm seasons on the new site.
+91%
Inspection requests after a storm alert
4.6×
Time spent on the gallery page
+34%
Quote-to-signed-job close rate
1
Site that finally looks like Red Rider's own
“I had hundreds of before-and-afters sitting in my phone doing nothing. Now they're the first thing a homeowner sees, and I can tell in the first call that they've already decided — they just want to book.”
Colton MarshOwner, Red Rider Roofing
Figures are illustrative of the outcomes this engagement was designed to produce and are shown here for portfolio purposes.