Booking the whole hail season
A trade site rebuilt around the two questions every hail-damaged homeowner asks first: can you come out, and when.
- Client
- Ridgeline Roofing & Exteriors
- Sector
- Roofing and exteriors
- Service
- Website
Ridgeline Roofing & Exteriors
01 · Overview
Ridgeline had eleven years of five-star reviews and a website that loaded in nine seconds on mobile. During hail season their phone rang constantly, but the estimate requests arriving through the site were a trickle, and most of them were missing the details the office needed to schedule anything.
They came to us in February with a hard deadline: everything live before the first storm warning in June.
02 · Goals
- 01Cut the mobile load time so a homeowner standing in their driveway does not give up
- 02Capture enough detail in the first form to skip the qualifying phone call
- 03Make insurance-claim support obvious, because it is the thing competitors bury
- 04Give the office team a way to post job photos without touching a developer
03 · What we did
- 01
We rode along on estimates
Two mornings in the truck with Ridgeline estimators told us more than any survey would have. Homeowners asked about insurance deductibles before they asked about shingles, so that moved to the top of the page.
- 02
Rebuilt the request form around scheduling
The old form asked for a name and a message. The new one asks for the roof age, whether a claim is open and which quadrant of the city the property is in, so estimates get routed to the closest crew automatically.
- 03
Set a strict performance budget
Every image is served in a modern format at the size it is actually displayed. We capped the page weight before design started rather than trying to claw it back at the end.
- 04
Built a job gallery the office runs
Crews already photographed completed roofs for their own records. Now the office uploads those photos into a neighbourhood-tagged gallery, which doubles as local search coverage.
04 · Deliverables
- Fourteen-page custom website with a neighbourhood-tagged job gallery
- Multi-step estimate request form with automatic crew routing
- Insurance claim guidance section written with their office manager
- Content management training and a recorded walkthrough for three staff
- Local search setup across service-area pages and structured data
- Performance budget documentation for future content additions
05 · Results
The first storm warning came through on 12 June. Ridgeline booked out their estimate calendar eight days ahead of it, which had never happened before. The number they care about most is the last one on this list: nine months in, they have not needed to call us to change anything.
- Mobile load time
- 1.4s
- Down from 9.2 seconds, measured on a throttled 4G connection.
- Estimate requests
- 3.1x
- 52 requests in June 2025 against 17 in June 2024, the previous hail season.
- Fewer qualifying calls
- 68%
- The office reported most requests arrived complete enough to schedule directly.
- Developer tickets
- 0
- Across nine months, every content change was made by Ridgeline staff.
“They spent two mornings in a truck with my guys before they drew anything. That is the reason the website works and the last one did not.”
Owner, Ridgeline Roofing & Exteriors
We will walk you through this project in full, including the parts that did not work first time.
Book a session and we will take you through the Ridgeline Roofing & Exteriors build properly: the decisions, the trade-offs and what we would do differently. Then we will tell you honestly whether the same approach fits your business.
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Every one of these began with one honest conversation.
Tell us what is happening in your business right now. We will tell you whether we can help, what it would cost and how long it would take, in writing, before you commit to anything.
- Emailhello@harwoodmedia.ca
- Phone(403) 555-0182
- Response timeEvery enquiry answered by the next business day.