Apex Roofing

The problem

Apex Roofing was a serious commercial contractor — 20+ years in the industry, 5,000+ completed projects, a perfect safety compliance record — competing for enterprise-level clients across multiple markets. Their website looked like a roofing company that had just started.

The existing site used a dark purple and navy template that opened with a blurred stock image of a flat roof and the text "Commercial Roofing Contractors" overlaid on an orange button. The four service categories below — Commercial, Industrial, Multi-Family, Residential — were displayed as small dark image tiles with overlaid text, all roughly the same visual weight, with no differentiation in message or hierarchy.

A large text block in the middle of the page led with the company's logo on a flat white background and three paragraphs of boilerplate copy. The emergency section — arguably the highest-converting page for any commercial contractor — was presented at the bottom as five orange-text buttons in a row, buried after several scroll-lengths of dense content.

The goal

Rebuild the site to communicate Apex's scale, safety record, and operational excellence immediately — and make it easy for facility managers, property developers, and commercial property owners to find the service they need and take the next step.

What we built

The redesigned site opens with a wide hero shot of commercial roofing infrastructure against a clear blue sky — confidence through scale. The headline is direct: "Commercial Roofing Contractors." Below it, a subheading earns credibility immediately: "Engineered precision for America's commercial infrastructure. Delivering systematic, leak-proof protection with architectural integrity."

Four service category cards (Commercial Roofing, Industrial Roofing, Multi-Family Roofing, Residential Roofing) sit below the hero with clear icon differentiators — each linked to a dedicated page. A mid-page section surfaces the numbers that were previously invisible: 20+ years of industrial expertise, 5K+ projects completed, 100% safety compliance — displayed as large stat counters in a two-column layout.

A persistent orange emergency bar runs full-width just below the mid-page section: "24/7 Emergency Service — Rapid response for storm damage and critical leaks." with a prominent call button. This puts the emergency CTA where decision-makers in crisis will actually see it.

“We were winning jobs on reputation, not the website. Now the site does the selling before we even pick up the phone.”
— Director of Business Development, Apex Roofing