Refreshing Roofline Design’s outdated website into a conversion-focused build with PPC and SEO in mind
Roofline Design came to us with a website that no longer reflected the current direction of their business growth. Their existing site felt dated and difficult to navigate, and it wasn’t supporting the customer journey or generating new enquiries as effectively as it could.
We redesigned and rebuilt their WordPress site to align with their updated branding and logo. This included introducing a clear structure and a more streamlined user journey to support long-term SEO and PPC performance while improving accessibility.
The final result is a high-performance and scalable website that supports Roofline’s growth.
A more modern digital experience
The new Roofline Design website was designed to have a strong visual impact. By making strategic user experience (UX) decisions, such as the considered use of colour across key elements, including CTAs, we designed a website that subtly guides users through key journeys.
We introduced a more structured layout , clear calls to action and a simplified navigation to help users quickly find the services they need.
The homepage was redesigned to better communicate Roofline’s core services upon landing, while individual service pages were structured to support both organic visibility and paid-traffic user journeys.
The process
Throughout the project, we worked closely with the Roofline Design team to ensure the website reflected both the business and the people behind it. From early wireframes through to launch, the project evolved collaboratively, balancing design improvements with practical considerations around content, usability and future marketing goals.
Alongside the build, we kept the wider marketing strategy in mind at every stage. Working closely with our performance marketing team, we ensured that service page structures, calls to action, and content hierarchy were reviewed through a UX and PPC lens. This collaboration helped protect and strengthen their paid ad strategy going forward as they continue to invest in PPC and rely on the site for consistent lead generation.
The website was also built with future SEO growth in mind, using flexible content blocks that allow the team to easily add imagery, FAQs, and other content elements.
Designed around real customer journeys
One of the key focuses throughout the project was reducing friction in the enquiry process, which customers had repeatedly highlighted as an issue.
We streamlined user journeys by utilising a clear, more intuitive structure. This has helped users better understand Roofline’s core services and browse the site with ease.
We also needed to consider how Roofline’s customers were interacting with the site more broadly. With over 80% of users accessing the site on mobile, the website was designed mobile-first, ensuring users could easily browse services, request quotes and contact the team regardless of device.
What we delivered
During the project, our team carried out:
- Discovery workshops to better understand Roofline Design’s services, customers and long-term goals
- Site architecture and user journey mapping to create a clearer structure, ensuring users can navigate the site more intuitively and find information quickly
- Wireframing and UX planning to simplify navigation, improve calls to action and strengthen conversion pathways
- Full website design using a refreshed visual identity, aligned with UX best practice and improved usability across all devices
- Content migration and refinement to better fit the new layouts and improve clarity for users arriving via Google ad campaigns
- Ongoing testing, internal quality assurance and pre-launch checks to ensure a smooth launch and a polished final experience
The final result is a website that feels significantly more modern and easy to navigate. The website now provides a strong foundation for Roofline’s ongoing PPC marketing activity, which we continue to manage following the website project.
“We’re all really happy with how the new site looks and how easy it is to navigate. It feels really modern and a huge improvement on what we had before, so well done to everyone involved.”
Roofline Design
Is your website supporting your future marketing growth?
Whether you need a complete redesign, a stronger user journey or a better platform for SEO and PPC activity, we’ll help create a website built around your goals.
