OVERVIEW: A-BEST ROOFING

OVERVIEW:
EVALENCE RENEWABLES

A-Best Roofing is a Tulsa-based contractor with a 35-year legacy and 35,000+ installs. Despite their reputation, the company was struggling with marketing profitability; I was commissioned to lead a digital overhaul to increase ROI. By modernising their digital presence and simplifying the user journey, I aligned their traditional craftsmanship with high-performance marketing to drive measurable commercial growth.

CLIENT

A-Best Roofing

PERIOD

2025-Present

ROLE

Lead Conversion Designer

SCOPE

End-to-End CRO Strategy, High-Performance Landing Pages, A/B & Multivariate Roadmaps, Scalable Frameworks, Integration Logic, Q&Q Research, Multi-Channel Marketing Collateral

TOOLS

Instapage, HTML/CSS/JS, Figma, Adobe CC, Affinity Suite, Basecamp, Gsuite, Zapier, Gemini

THE PROBLEM

A-Best Roofing was caught in a common industry "growth rut": despite a stellar local reputation and 35 years of expertise, their self-managed marketing had hit a performance ceiling. The brand struggled with a fragmented digital presence and a user journey that failed to convert high-intent traffic, resulting in stagnant marketing ROI. To break through this plateau and achieve sustainable scale, the company required a transition from "reactive" marketing to a professional, data-led conversion engine.

A-Best Roofing was caught in a common industry "growth rut": despite a stellar local reputation and 35 years of expertise, their self-managed marketing had hit a performance ceiling. The brand struggled with a fragmented digital presence and a user journey that failed to convert high-intent traffic, resulting in stagnant marketing ROI. To break through this plateau and achieve sustainable scale, the company required a transition from "reactive" marketing to a professional, data-led conversion engine.

01. Brand Fragmentation

A disjointed digital presence created a "trust gap" for new users. The online brand didn't reflect their 35 years of local expertise, making the company appear reactive rather than authoritative.

01. Brand Fragmentation

A disjointed digital presence created a "trust gap" for new users. The online brand didn't reflect their 35 years of local expertise, making the company appear reactive rather than authoritative.

02. Performance Ceiling

Self-managed marketing hit a stagnant ROI. The existing strategy lacked the technical infrastructure and data-led insights required to scale spend or break through the regional market plateau.

02. Performance Ceiling

Self-managed marketing hit a stagnant ROI. The existing strategy lacked the technical infrastructure and data-led insights required to scale spend or break through the regional market plateau.

03. "Reactive" Lead Flow

The user journey functioned as a digital brochure rather than a conversion funnel. Without intentional UX, high-intent traffic was failing to navigate from initial interest to a final quote.

03. "Reactive" Lead Flow

The user journey functioned as a digital brochure rather than a conversion funnel. Without intentional UX, high-intent traffic was failing to navigate from initial interest to a final quote.

04. Static User Experience

A lack of psychological triggers and clear conversion paths meant the site was failing to capture and nurture leads. The experience was static, leading to high drop-off rates at critical decision points.

04. Static User Experience

THE SOLUTION

Our strategy moved A-Best from a slow, cluttered WordPress site to a streamlined conversion engine. We replaced generic traffic routing with a suite of high-performance landing pages tailored to specific service lines with a scope beyond just roofing. By shifting the focus to user intent and psychological triggers, we achieved a consistent 7-11% conversion rate on ~10k monthly visitors. By focusing on what worked for the account, not universal best practices, we thrived. This success transformed their marketing from a cost centre into a profit driver, directly justifying a 540% increase in ad spend and earning the trust to handle their full website redesign and physical brand collateral.

WHAT WORKS, NOT WHAT SHOULD

This account was nothing if not counter-intuitive! Through extensive multivariate testing I discovered all kinds of oddities that worked for them that defied best practices. For example, I was able to quantifiably show that placing the form at the bottom of the page rather than above the fold was more effective. This worked here because we were able to force users to engage with their 35-year history, awards, accreditations and reputation first. This was more effective at warming up leads, and by the time they reached the form, they were more prepared to commit than trying to push them into it immediately.

AUTOMATED URGENCY

To balance "hands-off" efficiency with "hands-on" strategy, I developed an array of dynamic scripts. These automatically updated offer expiry dates and years in business, creating a persistent sense of urgency and social proof without requiring manual updates. This was supplemented by seasonal pop-up modules that refreshed the brand’s value proposition throughout the year, preventing fatigue and keeping the user experience "active." Most importantly, by having the more menial, repetitive tasks wrapped up, I was free to focus on more meaningful testing to drive the conversion rate up.

VERTICAL SCALING

As a result of our success on their first few campaigns, we massively expanded which verticals we're advertising for. We went beyond roofing and onto skylights, gutters, insulation, etc. Rather than copying and pasting formula, I modified each page to serve the clientele. What resonates residentially can fall flat commercially, so making sure we got it right in each department ensured we could take more on.

OMNICHANNEL FIDELITY

Our campaigns were thriving and we were growing excellently, with trust built and proven with the client. This opened the door to new opportunities to get involved with their branding outside of landing pages. This meant all kinds of fun, real-world projects like truck wraps, door-hangers, a rebuilt website, and custom email campaigns. This extended their visibility and consistency to make a seamless loop of reliable, high-quality brand recognition and trust.

THE RESULT

The transformation of A-Best Roofing's digital ecosystem directly facilitated a scale from a $5,000 to a $27,000 monthly ad spend, underpinned by a consistent 7-11% conversion rate. By delivering undeniable ROI through high-performance landing pages and automated urgency systems, we moved the relationship from a trial-basis project to one of the agency's most vital and enduring partnerships. Live, evolving testament to how data-led iteration and brand fidelity can turn a traditional local contractor into a modern, market-leading enterprise.