How a Charlotte Roofing Company Turned a $3,200 Website Investment Into Their Busiest Quarter.
Summit Roofing had a website that looked professional — until you opened it on your phone. 78% of their traffic was mobile. Their mobile conversion rate was near zero.
The Challenge
Summit Roofing's website looked reasonable on a desktop — clean layout, decent photos, readable copy. The problem was that 78% of their traffic was on mobile, and on mobile the site was unusable. The phone number required a scroll. The contact form had 11 fields. The page took 2.4 seconds to load at best.
Roofing is a high-urgency, high-ticket trade. When a homeowner has a roof leak after a storm, they need to call someone in the next five minutes — not fill out an 11-field form. Summit was losing those calls to the competitor who'd figured that out.
The Strategy
The mobile experience was the entire problem:
- Full mobile-first rebuild — designed for thumb navigation, not cursor navigation
- Phone number as a sticky element at the top of every mobile page
- Contact form reduced from 11 fields to 3 (name, number, what happened)
- Dedicated storm damage emergency page targeting post-storm search traffic
Project Details
The Solution
A 9-page Forge Standard build in 12 business days. Storm damage emergency page built for speed and urgency — a single CTA above the fold targeting high-intent post-storm searches. Mobile load time cut from 2.4s to 0.9s. Contact form reduced to 3 fields. Tap-to-call pinned to the top on every mobile page.
Screenshot 1
Storm damage emergency page — headline, single-sentence description, tap-to-call. No friction. Targeted at the homeowner standing in their flooded attic at midnight searching for a roofer.
Screenshot 2
Homepage mobile view: sticky phone number, 3-field contact form, photo of recent storm damage work. Load time 0.9s. Previously 2.4s — the difference between a visitor and a bounce.
Before & After
Desktop-designed, mobile-broken
Forge Standard · 12 days
30-Day Post-Launch Data.
If 78% of your visitors are on mobile, your site has to work on mobile.
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