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Synergy Roofing is a rapidly growing roofing company based in Houston. Their mission is to give unique roofing solutions to homeowners in the Houston area. They required a website due to a growing presence and desire to expand their source of inbound leads. Synergy’s belief is that by increasing their online presence through a website, they will attract more clients. The main challenge for this website was to highlight their work and increase their online presence and lead conversion rate. To do this I focused on the structure of the website to increase conversion rate, optimizing their service pages for SEO through proper copywriting, meta descriptions and structure to allow for their company to be discovered easier and by using only pictures from their projects on their site, to highlight their experience and expertise. The requirements given by the client were a reference website and to replicate the reference site's hero. Keeping the reference site in mind, the hero section has an image as the background along with text and a form. Since the reference site was simple, no complex sections or animations were created.
The color scheme chosen was white, black and red. This came from their current logo, which limited my choice of colors, leaving me only the freedom of choice in the shade. As such I chose #FF5860, a shade of red that’s not too intense on the eyes. Black became my color of choice for the text, footer and header as well as a mask for any images that was too light. With this I had created my primary, secondary and highlight colors of white, black and #FF5860 respectively. When it came to the typeface I knew that with the color scheme I had I couldn’t have a serif font as that would look odd and present an image of the company that didn’t fit their mission. So I chose a sans serif font, something that would look minimal yet clear on the page. From there I decided to go with Inter. The reasoning behind this is because there’s a significant population of people in Houston who need roofing services yet don’t speak English as their first language. To make a service such as this easy for them to understand and read I chose the Inter, the clearest sans serif font.
On the site you will see lots of pictures used differently in each section. This was an intentional design choice I made for two reasons. First, I believe that not everyone who visits a site comes through the homepage. As such it is imperative to show pictures of the company’s work on all pages. The entire site should become a portfolio rather than having just one section dedicated to it, although that is important too. Second, to create contrast between sections on a page. Alternating between the colors white and black would create too much of a visual clash when viewing the page, hurting eyes. By using images as the background instead, the site viewing experience is much better.
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The challenge of this website was to highlight Synergy’s work and increase their online presence and lead conversion rate. This challenge has been tackled through intentional structural choices. When structuring the homepage, after the hero, the company’s services are shown next, to filter out clients who don’t need their services. Then a warm welcome is given followed by a section about the company’s mission and vision. Similarly the structures of the services pages were altered to list out the benefits of each service and why they are needed, again serving as a filter. The services pages are also SEO optimized, being 800 words in length and including diction that anyone can understand. Images from the company's work are used across the entire page, making it so that regardless of where a lead goes, they are shown the expertise and workflow of the company, getting one step closer to a conversion.