Before the redesign, TJ Roofing’s website was holding the business back. It was outdated, hard to navigate, not mobile-friendly, and lacked the tools needed to generate quality leads. The client—an experienced and busy tradesman—was constantly receiving enquiries across various platforms, from texts to emails, often about small, low-value jobs.While he was still happy to take on smaller tasks, the main goal of the redesign was to position TJ Roofing as a specialist in re-roofing—the most profitable side of the business. The new website needed to make that clear from the outset, directing attention to high-value re-roofing services while guiding leads to his preferred method of contact: mobile.My role was to create a clean, modern visual identity and design a user-friendly website that not only showcased the company’s expertise in re-roofing, but also attracted the right kind of clients. With re-roofing being the core revenue driver, SEO was a key focus—targeting homeowners aged 40–50+, who are more likely to require full roof replacements.
My approach focused on creating a cleaner, more strategic user experience—one that prioritised high-value re-roofing jobs while still keeping smaller services accessible.Previously, the homepage was cluttered with every service displayed equally, each with its own photo, taking up the full page and creating visual overload. There was no clear hierarchy, which made it hard for users to understand what the business truly specialised in.To solve this, I redesigned the layout using three prominent service cards to highlight the main offerings—placing re-roofing front and centre. This immediately communicated TJ Roofing’s expertise and helped guide users toward the most profitable work. A “See More Services” link was added to house the smaller jobs, reducing visual noise and keeping the layout clean and focused.I also introduced a calm, trustworthy colour palette of blue, grey, and white to reflect the professionalism of the brand and build confidence with users—particularly the target audience of homeowners aged 40–50+. The new visual identity, paired with a mobile-optimised layout and clear call-to-actions, created a more intuitive browsing experience.Overall, the redesign gave TJ Roofing a professional digital presence that better represents their strengths and drives the right kind of leads.
Every section of the site is designed with conversion in mind—guiding users to book an appointment and get in direct contact with the client. I made sure that calls to action and contact information were always easily accessible, no matter where users were on the page. This ensures a smooth user journey toward making a booking or phone call. Additionally, the site’s technical performance supports fast, seamless navigation—even on mobile devices, where the majority of traffic comes from.