Valley Cap Roofing Website Redesign
Valley Cap Roofing, a residential construction company based in Barry's Bay, northeastern Ontario, specializes in roof repair and installation, as well as services for siding, soffit and fascia, and eavestroughs. Initially, the owners set up the website themselves in 2021. However, recognizing the need to enhance its legitimacy among potential customers, they sought a redesign to improve sales conversion rates.
Role: UX/UI Designer, Research, Information Architect
Tasks Completed: Heuristic audit; Research; Redesign of icons, screens and calls to action; Prioritized changes; Presentation design; Delivered presentation.
Implement Simple Calls to Action
The redesigned website prioritizes clear and straightforward calls to action, encouraging potential leads to connect with the company for inquiries or quote estimates.
Build Trust through Education
A key focus was on educating potential customers about Valley Cap's services and outlining the company's process. By providing detailed insights into the services offered and the company's unique approach, trust and confidence in Valley Cap are cultivated.
Highlight Local Family-Owned Identity
The redesign emphasizes Valley Cap's status as a local, family-owned business. Through authentic storytelling and prominent branding, the website showcases the personalized care and commitment to quality that set Valley Cap apart within the community. This strengthens trust among users who value local relationships and reliability.
Project Goals
The primary goal of the Valley Cap website redesign was to streamline the user experience and drive higher conversion rates.
Project Highlights
Stakeholder Alignment and Streamlined Engagement
My discovery process prioritized stakeholder alignment, particularly with the business owner, focusing on simplicity and effective calls to action to engage leads. By understanding the owner's goals and vision, we crafted a user experience that resonates with their objectives, driving clear pathways for lead engagement. Through collaborative discussions and feedback loops, we ensured that every design decision aligned with the overarching goal of driving business growth and maximizing lead conversion.
Educational Content for Trust-Building
We strategically integrated educational resources throughout the website to foster trust with potential customers. By offering detailed insights into Valley Cap’s various services, including materials used and associated risks, we empower users to make informed decisions. Additionally, we illuminate the company's process, providing transparency and clarity to instil confidence in their approach.
Local Family-Owned Identity
Emphasizing Valley Cap’s local, family-owned status, we showcased personalized care and quality. Through authentic storytelling and branding, we highlight the company’s community roots, resonating with users who value local relationships and trust.
Streamlined Navigation
The redesign tackles the challenge of organizing vast roofing materials and services into a user-friendly navigation system. By conducting secondary research of the competition and other construction and development companies, I crafted intuitive pathways and clear categorization for easy access to information like services, trade education, testimonials, and contact details.
Branded Visual Design
We revamped the website's visuals to resonate with Valley Cap’s brand identity. Employing cohesive colour schemes, consistent typography, and imagery, we established a clear visual hierarchy that guides users' attention towards important elements such as calls-to-action and relevant information that highlights the company’s expertise, fostering brand recognition and trust.
Mobile-Friendly Accessibility
Prioritizing mobile responsiveness and accessibility, the redesign ensures seamless user experience across devices.
High Fidelity Website Redesign
Home Page
"Hero Image": Anchored by a promotional image, the hero section sets the tone for the user journey.
"Primary CTA Banner": This section features calls to action to drive user engagement and interaction.
"Benefits Showcase with CTAs": Encouraging users to delve deeper into Valley Cap's team and service offerings, this section highlights key benefits with clear calls to action.
"Services Overview" (Scannable): A concise layout allows for easy scanning, providing quick insights into the company’s service offerings.
"Customer Testimonials": Leveraging a Google Review plug-in bolsters credibility and fosters ongoing trust with customers.
"Quote Request": Facilitating swift engagement with the company, we've streamlined access to initiating inquiries. We've minimized form fields to mitigate bounce rates.
About Page
"Hero Banner": A captivating image paired with a header (to support navigation) and a subheader emphasizing Valley Cap's expertise.
"Founder's Insight": Building trust by spotlighting the company’s beginnings as a locally owned family business.
"Our Company Banner": Reinforcing trust by highlighting Valley Cap’s identity as a locally owned family business deeply rooted in the community and showcasing their business ethos.
Services Home Page
"Services Hero Banner": Featuring a header and footer to support user navigation, accompanied by a primary call to action prompting engagement through inquiries.
"Service Offering Section": Valley Cap's services presented with concise headers and descriptive paragraphs, followed by clear calls to action directing users to the educational pages for each service.
Shingles Page
"Shingles Page Hero Section": Offering a concise description of shingles to aid informed decisions, complemented by a relevant image.
"Shingles Overview Banner Section": Providing a basic overview of shingles, covering materials, colours, and functions.
"Benefits of Shingles Section": A succinct, scannable section highlighting the advantages of using shingles, accompanied by an image.
"Risks of Using Shingles Section": A scannable section paired with an image, outlining potential risks that can damage shingles.
"Shingles Materials List Section": Presenting a list of shingle materials used by Valley Cap, each accompanied by a small image for visual reference. Each material is identified with a header and briefly described, outlining its associated risks and benefits.
Contact Page
"Contact Us Hero Banner": An inviting header encouraging users to leverage Valley Cap's expertise and services by reaching out.
"Contact Form Section": A straightforward inquiry contact form, supplemented by the company's location, phone number, email, and social media links.
"Map Section": An interactive map pinpointing the company's location.
Blog Page
"Blog Page": A platform for the business owner to foster engagement opportunities with users through blog posts.
"Blog Post Page": Upon selecting a blog post, users are directed to articles authored by the business owner. This section serves as an educational FAQ to enlighten customers. Users have the option to refine their search for blog posts based on the types of services provided by the company.
Navigation - Header and Footer
"Header Section with Navigation": Valley Cap aimed to highlight brand colors and ensure navigation simplicity in this section. Additionally, relevant calls to action were strategically placed in the top right corner to prompt users to contact the company via telephone, email, or social media.
"Footer Section": This section contains links to all website pages, a list of cities serviced by Valley Cap, information about their partners, and links to their social media profiles.