Seeker Roofing & Air
Roofing & HVAC
A contractor site built for the two states a visitor is ever in: something is broken right now, or they're getting three quotes and deciding who to trust.
This business is invented. It’s a concept build made to show how a site for this kind of business should work — not a real client, and not a real company.
The problem
Home services websites are usually written for the wrong reader. A homeowner with water coming through the ceiling during storm season does not want a mission statement — they want a phone number, confirmation you cover their address, and evidence you can come today. The other half are calmly collecting quotes and are really assessing whether you'll still exist in five years. One site has to serve a panicking reader and a sceptical one, and most serve neither.
What I built
- A phone number that is the most prominent element on every screen, tappable, with current hours and an after-hours emergency path.
- An explicit service-area list by town, so nobody wastes a call finding out they're outside it.
- Licence and insurance numbers displayed plainly rather than buried in a footer — the single cheapest trust signal a contractor has.
- Financing shown as monthly figures, because a roof is a five-figure purchase most people cannot pay outright and won't ask about.
- Reviews with the town attached, which reads as real in a way a star rating alone does not.
What it does now
The emergency reader gets a phone number and a yes-we-cover-you in the first screenful. The comparison shopper gets licensing, financing, and local proof without having to hunt. Neither has to scroll past a paragraph about the family's values.
What this shows
- Designing around the reader's actual state of mind rather than a generic homepage template.
- Treating trust signals — licence, insurance, local reviews — as primary content rather than decoration.
- Restraint: a high-contrast, phone-forward layout that does one job well.