Hawthorn Roofing Co.

The problem

Roofing is bought in a hurry, usually while something is actively getting wet, and half the trade's reputation problem is that the customer cannot tell a real diagnosis from an upsell.

What we built

• A hero with two routes out of it — free survey, or call the emergency line
• A triage panel: send photos, get told what is urgent, what can wait and the sensible next step
• Six service pages covering repairs, replacement, flat roofing, leadwork, roofline and surveys
• A projects page, because this trade is judged on finished work

Where it landed

The demo that shows how to earn trust in a distress purchase: it leads with triage rather than a quote, and the copy repeatedly declines to sell work the customer may not need.