Roto-Rooter Alpharetta

The problem

The existing Roto-Rooter Alpharetta site was a standard franchise template — functional but generic in a way that served no one particularly well. The homepage opened with an app download banner above the navigation, then a full-width photo of a technician beside a van, a phone number, and a Schedule Online button that blended into the layout rather than commanding it.

The services section below used seven identical icon cards in a row — Water Damage, Water Heaters, Plumbing and Drains, Emergency Plumbing, and so on — all roughly the same visual weight, with no hierarchy to guide a visitor who had just discovered a burst pipe toward the right action. There was no dedicated emergency path above the fold.

Below that, a text-heavy section led with three sub-headlines and dense paragraph copy — content a panicking homeowner will never read. The experience was built for someone calmly browsing, not someone with water pouring through their ceiling at midnight.

The goal

Redesign the homepage around the emergency use case first — phone number and booking immediately visible, emergency services prominent — while also serving the planned-service customer who is comparison-shopping contractors.

What we built

The redesigned site opens with a dark, high-contrast hero — "THE PLUMBING EXPERTS" in bold uppercase — with a tap-to-call button and an online booking button side by side above the fold. A persistent "CALL NOW" button is fixed to the bottom of the mobile screen throughout scrolling.

The service architecture was rebuilt as "CORE INFRASTRUCTURE" — a grid of category cards covering Emergency Services, Water Heaters, Plumbing & Drains, Water Damage Restoration, and Commercial Maintenance. Each card uses a bold icon and a two-line description, making the full service range scannable in under ten seconds.

A trust bar below the hero shows star rating, review count, and national brand recognition. The bottom of the page includes a statement section — "EXCELLENCE IS NOT JUST A WORD" — that carries the brand positioning through a high-contrast typographic treatment rather than more paragraph text.

“The redesign completely changed how emergency customers find us. The phone rings faster after midnight now.”
— Franchise Operator, Roto-Rooter Alpharetta, GA