Ridgeback Roofing

A roofer cannot quote from a phone call alone, and a homeowner cannot see their own roof. This design closes that gap: send a photo first, then see what a finished job looks like.

This is an in-house design for a fictional business, not a client site.

The brief

Ridgeback Roofing is an invented roofing contractor covering repairs, full re-roofs, flat roofs, chimneys and leadwork for homeowners.

Target: repair enquiries that arrive with a photo of the problem, so fewer site visits are wasted.

Pages designed

  • Home (shown here)
  • Roof repairs
  • Re-roofing
  • Flat roofs
  • Chimneys and leadwork
  • Contact

Design choices

  1. Send a photo before anything else

    The main form opens with a photo upload and one line about the problem. People with a drip in the bedroom can do that in a minute, and the roofer sees what they are walking into.

  2. A roof, not a roofer

    The hero is a photo of rows of dark tiles under a slate-grey wash, so the headline stays readable and the page is about the roof. There are no pictures of people posing as the team; the crew appear as names, roles and monograms.

  3. Before and after, side by side

    One panel shows a tired, mossy roof, the other a finished one, with the job type, house type and area written underneath. Below it, each service gets its own photo card, from ridge repairs to flat roofs and chimneys.

  4. Condensed type that reads from the pavement

    Barlow Condensed for headings, in capitals, like lettering on a scaffold banner. Barlow at normal width keeps longer text comfortable.

  5. Colours from the roof itself

    Slate grey and stone, with moss green kept for the buttons. Nothing on the page competes with the call to action.

  6. Guarantees in plain words

    A short panel says what the written guarantee covers and what it does not: ten years on new roofs and re-roofs, two years on repairs, and nothing on parts of the roof the firm did not touch.

Palette and type

  • Slate #23282d
  • Moss #5f7d3c
  • Stone #ecebe4
  • Lead #8a9096

Headings in Barlow Condensed, with Barlow.

The same homepage on a phone.

Want the phone to ring from your own website?

Tell us your trade and where you work. We will come back with a straight answer on what would help and what it costs.

  • Free, written quote
  • Reply within one working day
  • Meetings on Zoom or Google Meet

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