EH Roofing: A Brand & Web Overhaul for a Trusted Local Contractor
EH Roofing is a long-standing roofing contractor based in Edinburgh, with over 23 years of experience serving residential, commercial, and industrial clients across the EH area. Known for their meticulous work—ranging from traditional slating and flat roofs to precision zinc and lead detailing—they approached me for a full-scale digital and branding transformation.
Their goal was simple but ambitious: reflect the same level of professionalism and trust online that they had built in person for over two decades.
Platform: Branding, Web & Mobile
Project: Branding, Collateral, UX/UI, Custom Theme, SEO, Content Development
Results: +28% mobile conversions, #1 in Google search
Role & Responsibilities
I led the entire project from concept to execution—handling the visual identity, UX design, web development, content direction, and SEO. I designed a custom WordPress theme from scratch, ensuring full control over functionality, performance, and long-term scalability.
Key Contributions:
- Defined brand direction and visual identity
- Designed and developed the website with optimized mobile-first experience
- Created marketing collateral including logo, flyers, and banners
- Crafted content structure and developed SEO-ready pages
- Implemented backend solutions for easier client-side content updates
Back Story
Though the company had a strong local reputation, their outdated branding and underwhelming web presence were holding them back. They needed more than a redesign—they needed a reset. This wasn’t just about visuals; it was about creating a digital presence that matched the quality and integrity of their work. I was brought in to lead that transformation.
Project Goals
- Rebuild trust and authority through brand aesthetics
- Improve mobile accessibility and load performance
- Create a simple UX for fast service discovery and booking
- Align the design system with the EH region’s local identity
- Equip the client with a maintainable backend using WordPress CMS
- Optimize SEO and enhance search visibility
Logo & Branding
The “EH” in the company name reflects the Edinburgh postcode region. I used this as the base for the logo, turning the letters into a stylized house and roof—subtle, direct, and symbolic of their core service. The logo anchors the rest of the identity system, used across the site and in print collateral.
Design Process
Wireframing
I mapped out core flows for the homepage, services, testimonials, and coverage areas. Each wireframe focused on reducing user friction and encouraging faster inquiries. Navigation was trimmed down to essentials to guide the user through a seamless funnel.
Design
The UI follows a clean, focused structure. Every element is designed with clarity and purpose, considering the users—primarily homeowners and contractors—who often visit via mobile and want quick answers. The services are front and center, with bold CTAs, logical service segmentation, and smooth scroll behavior.
Style Guide
Primary Color
Royal Blue #4169E1 – used for CTAs and headers
Secondary Colors
Orange #EE8B0D, Navy #002366 – used for accents and structural elements
Typography
I chose Montserrat for its readability and visual professionalism. The type system was crafted to create balance across screen sizes, from large headlines to detailed service descriptions.
Development
This site was fully hand-coded. I built a custom WordPress theme using clean HTML, CSS, and JavaScript. No heavy frameworks—just fast, maintainable code that loads well even in low-bandwidth environments.
I focused on:
- Lazy loading images
- Code-level SEO enhancements
- Responsive grids
- Admin-friendly backend
- Fast Time-to-Interactive performance
Outcome
- 36–41% increase in visitor engagement
- 22–32% boost in service inquiries
- Ranked #1 in Google search results for roofing services in Edinburgh
- Mobile conversion up by over 28% in the first three months
This project was more than a website—it was a complete modernization of a legacy brand. EH Roofing now has a bold, modern identity with a site that earns user trust within seconds. I’m proud to have led this transformation from the ground up, blending design precision with technical execution.
