Unsolicited concept site — not affiliated with or operated by RW Roofing.
The brief
What the site had to do.
Roofing is bought on trust and speed. Someone with water coming through a bedroom ceiling is not reading an About page — they are looking for a number, a sense that you have done this before, and evidence you will turn up. The site had to carry all three above the fold on a phone, in the rain, on 4G.
01 / THE HERO
The job, not a stock photograph
Stock roofing photography is all the same aerial shot of a finished roof, and a finished roof tells a customer nothing about the person who built it. Instead the hero is a drawing of a slope in close-up, cropped off both edges, with the work running as an animation: scaffold, rafters, membrane, battens, then the slates climbing the slope course by course. It shows the order of the work — which is what a roofer is actually selling.
02 / TYPE
A ruled docket, not a brochure
Archivo set tight and heavy against a monospaced label face, on a warm newsprint ground with section numbers in the margin. It reads like a job sheet rather than a marketing page, which suits a firm whose pitch is that they will tell you honestly when a repair will do.
03 / SPEED
93KB, three requests, no images at first paint
The hero is vector, so nothing image-shaped blocks the first paint. Fonts are subset to only the characters the page sets. The whole page is 93KB over the wire in three requests, which matters more than any of the design does when somebody is loading it on one bar of signal from a driveway.
How it was built
The same standard on every one.
Under 100KBthe whole page, over the wire
3 requestsand no images at all on first paint
3–5 daysfrom first call to a link you can open
4.5:1contrast minimum, checked on phone and desktop
Every page is checked for colour contrast, tap-target size, form labelling, heading order and horizontal scrolling at desktop and at 390px before it goes out. The animations stop for anyone whose device asks for reduced motion. More on what we do for trades in Sheffield.
Every site here was drawn from scratch for the trade it belongs to. Tell us yours and we’ll build the thing first — you only pay if you want to keep it.
