Case № 27
Real answers.
Stratton Termite and Roofing Solutions handles termite work and roofing across Orange County and Los Angeles. The old site made people fill out a form and wait for a price. I rebuilt it around an instant quote.
Termite and roofing company website design.
Stratton Termite and Roofing Solutions covers Orange County and the Los Angeles area, handling termite work and roofing under one roof. Solid crew, real reviews, busy trucks. The website worked, but it made people do too much just to get a price.
To get an estimate, a visitor had to fill out a five-field form, name, email, phone, subject, and a message, then wait for someone to call back. For a homeowner staring at a leaking roof or a termite problem, that is a lot of steps and a lot of waiting before they know anything at all. Most people do not fill out long forms. They bounce and call the next company.
I rebuilt the site around two things. Getting people a price fast, and making Stratton look like the established local company they are. The centerpiece is an instant quote tool that lives right in the main navigation. This case study walks through where the site started, what I rebuilt, and what moved after launch.
What was broken.
The old site looked fine. The problem was the one thing every visitor actually wants to do, which is get a price. A homeowner with water coming through the ceiling or mud tubes on the foundation does not want to write a message in a subject field. They want a number. The five-field form put a wall between the visitor and that number, and the wait for a callback gave them plenty of time to call a competitor instead.
The second problem was the company's own story. Stratton's edge is that they handle termite damage and roofing as one team, which matters because the two problems often show up together. A re-roof uncovers chewed framing, and a termite repair touches the roofline. The old site did not make that case clearly, and it did not say plainly which towns the crews actually cover, so a visitor in Cerritos or Los Alamitos had no page that spoke to them.
The third problem was proof. Stratton has real reviews, a real crew, and a steady stream of finished jobs, but none of it was working for them on the site. A visitor who could not see the evidence, and could not get their everyday questions answered on the page, did the natural thing. They left to go call around.
How it got fixed.
The big move was the instant quote tool. Instead of a long form and a wait, a visitor can get a quote right on the site, and the tool sits in the main navigation where nobody can miss it. Less friction, faster answer, and a lot more people who actually finish instead of giving up. Every other decision on the site feeds that one path.
The second move was a clearer brand. A video hero, the bulldog mascot, and a simple promise up top. Inspect, recommend, guarantee. I paced the page with angled orange bands and aerial home photography so the site carries energy and says "we see the whole property" before a single word is read. Condensed display type keeps the voice confident without going corporate.
The third move was structure. Termite and roofing each get proper service pages, with the inspection, treatment, repair, and installation work broken out underneath. Every town they serve gets its own page, from Anaheim to Los Alamitos, so the site says clearly what they do and where. Then I put the proof up front. Real reviews, an Instagram feed showing actual jobs and the actual crew, and a clean answers section that handles the questions people actually ask, so fewer of them bounce to go call around.
An instant quote instead of a form and a wait
This is the big one. The five-field form and the callback wait got replaced with an instant quote tool that lives at /instant-quote, right in the main navigation. A visitor gets a price on the site, fast, and a lot more of them finish instead of giving up.
A brand that leads with the guarantee
A video hero, the bulldog mascot, and a simple promise up top. Inspect, recommend, guarantee. The first screen tells a homeowner exactly what working with Stratton feels like before they scroll an inch.
Real pages for two trades
Termite and roofing each get proper service pages, with inspections, treatments, repairs, installations, and rain gutters broken out underneath. The dual-trade story, one team for termite damage and the roof above it, finally reads as the advantage it is.
A page for every town they serve
Orange County, Los Angeles, Cerritos, Anaheim, Orange, and Los Alamitos each get their own service-area page. A homeowner searching from any of those towns lands on a page that names their town and speaks to them directly.
Proof and answers on the page
Real reviews and an Instagram feed showing actual jobs and the actual crew sit right on the home page. A clean answers section handles the questions people actually ask, so fewer visitors bounce to go call around.
What I actually shipped.
Not a services list. The real work streams, in the order I ran them.
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№ 01
Instant quote tool
The centerpiece. A visitor gets a price right on the site instead of filling out a five-field form and waiting for a callback. Live in the main navigation at /instant-quote, one click from every page on the site.
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№ 02
Brand and video hero
A video hero, the bulldog mascot, and the promise in plain words up top. Inspect, recommend, guarantee. The first screen establishes who Stratton is before the visitor scrolls.
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№ 03
Dual-trade service pages
Termite and roofing each get a full section, with inspections, treatments, prevention, repairs, installations, and rain gutters broken out underneath. One team for the bugs and the roof above them, told as the advantage it is.
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№ 04
Service-area pages
A dedicated page for every town Stratton covers, Orange County, Los Angeles, Cerritos, Anaheim, Orange, and Los Alamitos. Each one names the town and the work so local homeowners land on their own answer.
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№ 05
Social proof integration
Real reviews pulled into a dedicated band on the home page, plus a live Instagram feed showing actual jobs and the actual crew. Evidence from real neighbors instead of stock photos.
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№ 06
On-page answers
A clean answers section covering the questions homeowners actually ask, how to spot termites, when a roof needs replacing instead of repairs, and why one team beats two contractors. Fewer visitors bounce to go call around.
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№ 07
Responsive build
Most of Stratton's visitors arrive from a phone with an urgent problem. Every page was built mobile-first, with the quote path and the call button always within a thumb's reach.
What shipped.
The termite side gets its own full section, inspections, treatments, prevention, and wood repairs.
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The phone version opens on the video hero and the promise. Inspect, recommend, guarantee. -
One tap to call, one tap to an estimate. A homeowner with a leak never hunts for the next step. -
The roofing gallery shows the actual crews on actual roofs, from tear-off to finished work.
Six surfaces of one dual-trade local brand.
Where it landed.
Making it easy to get a price did exactly what it should. Lead flow is up 27 percent since the instant quote tool went live, straight from Stratton's own lead records. More visitors are finishing instead of bouncing off a long form. Bookings have been climbing about 12 percent month over month since launch, per their booking records, and the leads come in warmer. They already know the price before they call, so more of them turn into real jobs.
The takeaway is the whole playbook. When someone has a roof leak or termites, they are not in the mood to fill out a five-field form and wait for a callback. They want a price, and they want it now. Give them that, and more of them stick around long enough to become customers. For a home services site, that is the whole game.
This is the kind of rebuild I do for home services companies. Find the spot where the site is making people work too hard, take the work away, and watch more of them turn into booked jobs.
More from the book.
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