A lead generation page for a residential roofing contractor serving the greater metro area. Before/after project galleries, financing info, and a multi-step quote form designed to qualify leads before they hit the sales team.
Here's how the finished page looks in the browser.
This client is a residential roofing contractor that had been running Google Ads for about a year with mediocre results. They were spending a decent amount on clicks, but those clicks were landing on their general website homepage — a page that tried to be everything to everyone and ended up converting almost nobody. The homepage talked about commercial roofing, siding, gutters, and a dozen other services. Someone searching "roof replacement near me" would land there and have no idea where to go next.
The goal was straightforward: build a dedicated landing page for their Google Ads campaigns that speaks directly to homeowners looking for roof repair or replacement. No distractions, no links to other services, just a clear path from "I need a new roof" to "here's my info, call me." We also needed to address the trust problem — roofing is one of those industries where homeowners are naturally skeptical, so the page had to work hard to prove this company was legit.
The result was a focused lead generation page with a multi-step quote form, before/after project photos, financing options displayed upfront, and every trust signal we could pack in without making it feel forced.
The client was paying for Google Ads clicks that landed on a generic homepage. No dedicated landing page, no clear call to action, and a contact form so long it scared people off before they finished.
Their cost per acquisition was way too high, and the leads that did come through were often unqualified — people looking for commercial work, or outside the service area, or just tire-kickers who weren't serious about a project. The existing website had no trust signals beyond a phone number. No license info, no insurance details, no BBB badge, no project photos. For an industry where scams are genuinely common, that's a conversion killer.
On top of that, the contact form asked for everything upfront — name, email, phone, address, roof type, roof age, project description, preferred timeline, and budget range. That's a lot to ask someone who just wants a ballpark quote. People would start filling it out and bail halfway through. Meanwhile, competitors with simpler pages and stronger trust signals were outbidding them and winning the same customers.
The first decision was to build a completely separate landing page that had nothing to do with the main website. No navigation menu linking to 15 other pages. No footer with a sitemap. Just a single-purpose page focused on one thing: getting qualified homeowners to request a quote.
For trust, I added a bar right below the header showing the contractor's license number, proof of insurance, and BBB accreditation. These aren't flashy design elements, but in home services they matter more than anything else on the page. If a homeowner doesn't trust you, they're not filling out a form, period.
The before/after gallery was a big deal for this project. We pulled real photos from completed jobs — the beat-up roof next to the finished product. Nothing sells roofing work like seeing the transformation. Each project included the neighborhood and a brief scope of work so people could find jobs similar to theirs.
The multi-step form was the biggest conversion win. Instead of one long form, step one just asks for roof type and zip code. That's it — two fields. Once someone commits to that, step two asks for their name, phone, and email. The completion rate on a two-step form like this is dramatically higher because people feel like they've already started the process.
I also added a financing section higher up on the page than most people would. Cost is the number one objection in roofing — a new roof isn't cheap. By showing monthly payment options and "as low as $X/month" messaging early on, we take the sticker shock off the table before the visitor even gets to the form. A separate emergency repair CTA near the top catches the urgent leads who need help right now, not next week.
Home services pages need to feel solid and trustworthy, not trendy. The palette sticks to deep navy blues and warm orange accents — navy communicates professionalism, and the orange provides enough contrast for CTAs without feeling aggressive. White and light gray backgrounds keep things clean and readable.
Plus Jakarta Sans at weights 400 through 700. Clean and modern without being fussy — exactly the right tone for a contractor that takes their work seriously.
Within the first 60 days of launching the new landing page, every key metric improved significantly.
Splitting the form into two steps was the single biggest conversion lever on this project. Asking for roof type and zip code first feels low-commitment — almost like a search, not a form. By the time step two appears, people have already invested effort and are far more likely to finish. Long single forms feel like paperwork. Multi-step forms feel like a conversation.
No amount of clever copy beats a side-by-side photo showing a trashed roof next to a beautiful new one. These photos did more for trust and conversion than any testimonial or badge. Homeowners want to see that you've done the work, and they want to see it on houses that look like theirs. We organized the gallery by neighborhood for exactly that reason.
Most roofing pages bury financing info in a FAQ or a separate page. Putting it front and center — with monthly payment estimates — removes the biggest objection before it fully forms in the visitor's mind. People don't abandon because they don't want a new roof. They abandon because they think they can't afford one.
The difference in performance between sending ad traffic to a homepage versus a dedicated landing page was night and day. The homepage had a 2.3% conversion rate. The landing page hit 8.1% within the first month. A focused page with one goal, one audience, and one call to action just works better for paid traffic. The Quality Score improvement from 5 to 8 also meant lower cost per click, which compounded the savings.
If you're running ads to your homepage and wondering why the leads aren't coming in, let's talk. I build dedicated landing pages that turn clicks into customers.
bohdan@example.com