Allen Roofing

Overview

Allen Roofing had strong word-of-mouth, but their site made it hard to believe. It was slow, outdated, and buried key actions. I led a full redesign—rebuilding the experience from scratch with a focus on speed, clarity, and lead generation.

Key problems

• Site felt outdated and didn’t reflect brand trust
• Quote and contact flows were unclear
• SEO was weak—poor local visibility
• Nav was confusing, mobile was slow

What I did

• Rebuilt site on custom WordPress stack
• Designed new visual identity to boost trust and position Allen as market leader
• Refactored key user flows to drive conversions (quote, contact)
• Wrote semantic HTML and structured metadata to lift SEO
• Created modular content system the client could update easily post-launch

Results

• Quote form completions increased
• Page speed improved dramatically—site now loads clean on all devices
• SEO rankings climbed across core service keywords
• Client saw measurable bump in engagement

My responsibilities

• UX + IA
• Visual design
• SEO strategy
• Dev handoff
• Client direction