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Strategy Lab / Website Transformation
From Website Audit to a Whole New Beginning
How I analyzed an existing roofing company's website, identified conversion and user-experience opportunities, and built a replacement experience designed around those findings.
7887
+9 POINT IMPROVEMENT
Audit-based website performance score
The +9-point improvement is not a claim that the company generated 9% more leads or revenue. It represents the improvement in the website's score under the same 50-criteria evaluation framework.
The Website I Started With
Before building anything, I needed to understand what already existed.
I didn't start by asking, “How can I make this website look better?” I started by asking, “Where is this website losing potential customers, and what could be done differently?”
Qualis already had a legitimate, established website with strong foundations. The audit revealed that it had significant opportunities to become a stronger conversion-oriented digital experience.
- Professional branding
- Strong company identity
- Certifications and credentials
- Reviews and testimonials
- Service information
- Location targeting
- Emergency roofing messaging
- Contact and quote pathways
- Financing information
- Strong trust signals
The website wasn't bad. It wasn't finished.
The opportunity was not simply to make the site prettier. It was to make the customer journey clearer, reduce friction, strengthen lead capture, address homeowner objections, and introduce more advanced conversion mechanisms.
https://qualisgc.com
78/ 100
B+, Existing Website
Existing Website
78 / 100
The original website had a strong foundation, but its biggest opportunities were concentrated around lead capture, conversion psychology, homeowner education, and advanced growth functionality.
The 50-Criteria Audit
I evaluated the website using a 50-criteria Contractor Growth Score framework covering brand trust, conversion, lead capture, social proof, structure, mobile experience, SEO, and advanced growth features.
This is an audit-based assessment of the website experience and its conversion potential. It is not a measurement of actual company revenue, traffic, or lead volume.
Original website, category breakdown
Expand any category to see the criteria.
- 1Professional first impression9/10
- 2Clear company identity9/10
- 3Professional branding consistency8/10
- 4Visual credibility8/10
- 5Differentiation from competitors7/10
The Website Had a Foundation. The Opportunity Was Conversion.
Roof Photo Upload
Give homeowners a way to provide useful information before speaking with the company.
Before / After Proof
Make the quality of completed work more tangible.
Meet the Project Manager
Humanize the process and reduce uncertainty about who the homeowner will work with.
Storm Damage Landing Experience
Create stronger pathways for homeowners responding to urgent weather-related problems.
Financing Experience
Make financing easier to understand and connect it directly to the decision-making journey.
Stronger Hero Messaging
Communicate the value proposition and next action more clearly.
Roof Replacement Education
Help homeowners understand what happens after they submit an inquiry.
Interactive Service Area Experience
Make location coverage easier to understand.
Lead Follow-Up Opportunities
Design the experience with the next stage of the customer journey in mind.
I Didn't Just Redesign It. I Re-Thought the Customer Journey.
The redesign was built around reducing uncertainty and making the next step easier.
- 1Visitor
- 2Understands the Problem
- 3Sees Why Qualis Is Different
- 4Builds Trust
- 5Gets an Estimate
- 6Books an Inspection
- 7Understands the Process
- 8Feels Comfortable Taking Action
Problem
The original experience had several strong elements, but important conversion opportunities were fragmented.
Strategy
Create a more intentional journey from awareness → trust → estimate → inspection.
Execution
Build clear pathways for estimates, inspections, storm damage, insurance, financing, reviews, projects, and FAQs.
Goal
Create a digital experience that is easier for homeowners to understand and easier for them to act on.
Qualis Roofing - Whole New Beginning
The replacement website I built.
This is the website I designed and built as a replacement concept based on the findings from the original website audit.
https://stellar-roof-guide.lovable.app/
What the replacement includes
Instant Roof Estimate
Five-step guided estimate experience.
Book Inspection
Dedicated inspection pathway with service selection and scheduling-oriented flow.
Storm Damage
Dedicated emergency pathway for hail, wind, leaks, and other storm-related issues.
Insurance Process
Clear explanation of the inspection, documentation, adjuster, and restoration process.
Before / After
Interactive project proof.
Reviews
Prominent social proof and customer testimonials.
Financing
Dedicated financing experience.
Meet the Owner
Human connection and leadership credibility.
Local Projects
Project examples across DFW and Austin.
Service Area
Dedicated geographic coverage experience.
FAQ
Answers to common homeowner objections and questions.
Multiple Conversion Paths
Phone, estimate, inspection, storm damage, financing, and other pathways.
87/ 100
A-, Replacement Website
Replacement Website
87 / 100
+9 POINT IMPROVEMENT
A Nine-Point Improvement Is More Than a Bigger Number
The original website scored 78/100. The replacement scored 87/100. That is a +9-point improvement under the same evaluation framework.
The significance isn't that the number went up. The significance is where it went up.
I didn't improve the score simply by adding visual polish. The redesign concentrated effort on the areas where the original website had the largest gaps.
7887
+9 POINT IMPROVEMENT
Same 50-Criteria Framework
Advanced Growth Features
31/100 → 68/100
Lead Capture System
28/50 → 47/50
Conversion Psychology
37/50 → 46/50
Website Structure
40/50 → 48/50
Mobile Experience
41/50 → 48/50
Trust & Social Proof
41/50 → 47/50
Above-the-Fold Conversion
39/50 → 44/50
First Impression & Brand Trust
41/50 → 44/50
SEO Foundation
39/50 → 41/50
What the +9 does, and does not, mean
The +9-point improvement represents the difference between two audit scores using the same website evaluation framework.
It does not mean Qualis generated 9% more leads, 9% more traffic, or 9% more revenue.
No actual business-performance analytics were available for the replacement website, so no real-world conversion, traffic, or revenue improvements are being claimed.
The score represents the website's audit-based performance profile and potential effectiveness.
Replacement Website, 50-Criteria Breakdown
The same framework, applied to the website I built. The audit evaluates what is visible and reasonably inferable from the website experience, unverifiable backend functionality is scored conservatively.
- 1Professional first impression9/10
- 2Clear company identity9/10
- 3Professional branding consistency9/10
- 4Visual credibility9/10
- 5Differentiation from competitors8/10
Before vs. After
| Category | Existing | Replacement | Change |
|---|---|---|---|
| First Impression & Brand Trust | 41/50 | 44/50 | +3 |
| Above-the-Fold Conversion | 39/50 | 44/50 | +5 |
| Lead Capture System | 28/50 | 47/50 | +19 |
| Trust & Social Proof | 41/50 | 47/50 | +6 |
| Website Structure | 40/50 | 48/50 | +8 |
| Conversion Psychology | 37/50 | 46/50 | +9 |
| Mobile Experience | 41/50 | 48/50 | +7 |
| SEO Foundation | 39/50 | 41/50 | +2 |
| Advanced Growth Features | 31/100 | 68/100 | +37 |
| Overall | 78/100 | 87/100 | +9 |
The Customer Journey Transformation
Existing Website
- 1Visitor
- 2Browse Services
- 3Contact / Quote
- 4Potentially Leave
Replacement
- 1Visitor
- 2Understand Their Problem
- 3Build Trust
- 4Get Instant Estimate
- 5Explore Insurance / Financing
- 6Review Projects
- 7Book Inspection
- 8Speak With Qualis
Audit-Based Performance Profile
Overall Score
78 → 87
Lead Capture
28 → 47
Conversion Psychology
37 → 46
Website Structure
40 → 48
Mobile Experience
41 → 48
Advanced Growth
31 → 68
Category profile (normalized %)
Improvement map (normalized %)
These visualizations represent audit scores, not measured website traffic, leads, revenue, or conversion rates.
What This Project Says About How I Work
01
Analyze
I can examine an existing digital product and identify strengths, weaknesses, and opportunities.
02
Diagnose
I can distinguish between cosmetic problems and problems that may affect the customer journey.
03
Strategize
I can turn observations into a structured plan rather than redesigning randomly.
04
Execute
I can take the strategy and actually build the proposed solution.
05
Evaluate
I can return to the same framework and determine whether the proposed solution represents a meaningful improvement.
Analyze → Diagnose → Strategize → Execute → Evaluate
This Was More Than a Design Exercise
Problem Definition
What was the existing website trying to accomplish?
Requirements
What did the customer journey need?
Prioritization
Which weaknesses represented the biggest opportunities?
Solution Design
How should the replacement experience address those opportunities?
Execution
How could the proposed experience actually be built?
Evaluation
Did the replacement score better under the same framework?
The Score Wasn't the Goal. Better Decisions Were.
A website score is useful only if it helps explain what should be improved.
The value of this project wasn't simply moving a number from 78 to 87. The value was identifying why the original website scored the way it did, determining which areas deserved attention, and then designing a replacement around those findings.
The +9-point overall improvement is evidence that the redesign addressed multiple weaknesses under the same evaluation framework.
The larger category improvements, particularly Lead Capture and Advanced Growth Features, show where the redesign created the greatest structural change.
The Biggest Lesson
Don't build prettier websites. Build better digital experiences.
A website can look professional and still leave opportunities on the table.
The strongest websites don't simply communicate who a company is. They help the visitor understand:
- What should I do?
- Why should I trust this company?
- What happens next?
- How much risk is involved?
- How quickly can I get help?
- Why should I choose them instead of someone else?
This project changed the way I think about websites. I don't see them simply as pages anymore. I see them as systems designed to move people toward a decision.
From Audit to Action
I started with an existing website.
I analyzed it.
I found the gaps.
I prioritized the opportunities.
I built a replacement.
Then I evaluated the replacement against the same framework.
7887
+9 POINT IMPROVEMENT
Audit-based website performance score
The point wasn't to build a prettier website. The point was to build a better digital experience.
Analyze the problem. Find the opportunity. Build the solution. Measure the difference.