A website designed around how homeowners actually decide.

Overview

This was a digital presence rebuild, not a facelift. The starting question was not what the site should look like but what a homeowner needs in order to request an estimate, and what the business needs in order to respond fast. Everything else, the layout, the navigation, the imagery, the print collateral, followed from that.

The client challenge

Roofing is an urgent, high-consideration purchase, usually researched on a phone, often after a storm or a leak. The company was serving several locations and multiple services under one brand, but visitors had no clear path from their specific problem to a specific next step. Leads arrived inconsistently, the brand looked different in every channel, and there was no repeatable way to turn happy customers into public reviews.

• Multiple locations and service lines with no clear site architecture
• Mostly mobile visitors, often in urgent situations
• No structured lead-capture path for different customer intents
• Inconsistent branding across web, print, and social
• Reviews left to chance rather than routed and requested

Strategy

The site was designed backward from the conversion. Each customer journey, storm damage, a full roof replacement, a remodel, a specific service area, got its own route through the site with its own next step. Design decisions were made in service of that path.

What we built and implemented

The engagement covered the full digital and physical brand surface, delivered and refined over time rather than shipped once and left alone.

• Complete website redesign with a mobile-first, conversion-led UX
• Multi-location and multi-service page architecture
• Lead-capture forms routed to the team for fast follow-up
• Smart Roof Estimate experience for self-serve estimating
• Google review routing to make asking for reviews a habit
• Brand identity, voice, and visual system
• Print collateral: yard signs, door hangers, flyers, folders, mailers, business cards
• Social media content and campaign support
• AI-assisted content and marketing workflows

Business impact

The company moved from a website that described the business to one that runs a process. Over a 90-day window the new site drew 4.7k visitors and 7.7k page views, with visitors spending an average of 1 minute 40 seconds on site. On social, Instagram views increased by more than 6,000, with several Reels reaching 2,000–3,000 views and shares, while TikTok views rose by 4,000 and individual videos reached 1,000–2,000 views. Homeowners now land on a page that matches their location and their problem, choose the level of commitment they are ready for, and reach the team through a tracked path. The Smart Roof Estimate gives researchers a reason to engage before they are ready to talk, review routing turns finished jobs into public proof, and the shared brand system means a sign in a yard, a mailer, a search result, and a social clip all reinforce each other.

Serving Phoenix and the Valley

This work was built for an Arizona home-services company, and the same approach applies to any business selling across several service areas. AT Growth Co. works with businesses in Phoenix, Scottsdale, Tempe, and the wider Valley, as well as clients nationwide.