Concept site · Roofing concept · Cape Coral, FL
Aztec Roofs
Roofing concept · Cape Coral
The brief
What we built.
A concept rebuild for a Cape Coral and Pine Island roofer: free inspection, then one written final price. A concept we built unprompted, to show what the site could be; not affiliated with the business.
- “Your roof. One price. No surprises.” A written final price as the whole pitch, sealed as a guarantee
- Metal, tile, shingle and flat roof pages, and a three-step process: free inspection, written price, installation and clean-up
- A “Prepared by Aztec Roofs” note, references and a real service-area map
- 15 pages with search markup. Google mobile speed 42 to 99
The numbers
42→99Mobile speed
74→100Accessibility
73→100Best practices
85→100SEO
Google Lighthouse, mobile, their site before and our concept after. Official Google PageSpeed (mobile, 2026-10-26) for scores; local Lighthouse (2026-10-25: 36/74/73/85) for the detailed metrics · Official Google PageSpeed, mobile, 2026-10-26 (two runs, both 99); local Lighthouse also run (96/100/100/69 while hidden)
The business
Who we were dealing with.
A state-certified roofing contractor doing metal, tile, shingle and flat roofs, repairs and storm damage for homes and commercial buildings.
TownCape Coral / Bokeelia (Pine Island), FL
CustomersHomeowners and commercial property owners across Lee and Charlotte counties (Pine Island, Cape Coral, Fort Myers, Lehigh Acres, Bonita Springs, Port Charlotte, Punta Gorda, Naples).
Their brand as it was
- Aztec sun-face mascot in gold/orange
- Condensed red 'AZTEC ROOFS INC.' wordmark
- Deep maroon and yellow bars
- Family-style, friendly tone ('you'll feel like we're family')
Worth knowing
- Price guarantee: the price quoted after a thorough inspection is the final price, no hidden costs or job overruns
- Free phone and on-site consultations
- Crew strikes chalk lines so the work stays straight
- Hours Mon-Sat 8-6
- Site claims BBB accreditation, FRSA membership and Drexel Metals logos (not verified)
- Years in business is contradictory on the old site (30, nearly 40, over 40)
The research
How we studied the industry, top to bottom.
Why this business
- Scored 36 in local Lighthouse mobile, main content 8.1 s, blocking time 2.7 s
- Ranked a strong #2 of 10 Lee County roofers audited: clearly local, dated look, plenty to fix
- Big visual before/after jump possible; picked alongside the top pick as a separate episode
The industry
- Roofing customers want a free estimate fast and a phone number they can tap, especially after storm damage
- The price guarantee is the real selling point, so the concept is styled as a contractor's written estimate
- Trust signals matter: license, insurance, real projects and reviews; the old site had a stock hero instead of local work
- Storm-driven urgency in Southwest Florida (hurricane damage, repairs) shapes the service pages
The local market
- Service area spans Lee, Charlotte and (per footer) Collier counties
- Base is on Pine Island; Cape Coral is canal-front housing
- City pages cover Hurricane Ian 2022 on Pine Island and Hurricane Charley 2004 in Punta Gorda as general local context
- Nine other Lee County roofers were audited; several already looked modern (skipped)
- Competitor candidates audited in the same pass (e.g. a Wix roofer, a Fort Myers general contractor, a Cape Coral sheet-metal roofer with a modern dark site)
What we found
- No call button in the sticky bar
- Stock hero image that is not a Florida home
- Estimate form demands a country pick from a 250-option list
- Existing LocalBusiness/FAQ schema and 7 city pages were worth keeping and making fast
- No real crew or project photos on the homepage
The audit
What was holding it back.
Tested 2026-10-25
- Main content (LCP) 8.1 s (local)
- First paint 3.1 s (local)
- Blocking time 2,690 ms (local)
- Layout shift 0.059
- Page weight 2.96 MB
- 9 of 21 homepage images have no alt text
- Very slow on phones: main content takes about 8 seconds and the page blocks for 2.7 seconds
- Hero is a stock photo of a brick house with a red corrugated roof that does not look like Florida
- Sticky bottom bar shows Hours and Map but no Call button; tap-to-call is only in the top bar
- Free estimate form asks for a full postal address and a country chosen from about 250 options
- Pinch-zoom is disabled, which hurts older visitors and fails accessibility
- H1 is two slogans glued together and headings skip levels
- 9 of 21 homepage images have no alt text and links read 'Learn More' with no description
- Broken icon widgets leave a stray 'Z' and a lone '9' in the text
- Inconsistent claims: 30 years, nearly 40 years and over 40 years in different places
- No real photos of the crew or finished roofs on the homepage; About page switches between 'we' and 'I'
Brand & design
The final-price quote (estimate sheet) direction.
The whole site is styled as a beautifully designed contractor's estimate on cream paper with carbon-copy blue ink, because the price guarantee is the business's real selling point. It keeps the Aztec sun mascot and the red and gold, modernised.
- Paper cream#F3EBDD
- Deep red (headlines)#7A1414
- Ink navy (blueprint line art)#1F2E6B
- Sun gold#D9962B
- Terracotta tile#C8663A
- Sky blue#8FC3E6
- Button red#6E1515
Type
- Anton for headlines
- Barlow 500/600/800 for body
- Courier Prime for typewriter labels and line items
- Yellowtail for the signature
Signature moments
- Gold 'Final Price Guaranteed' rubber stamp that lands on load
- Perforated tear-off strip with punch-holes and paperclip
- Dotted-leader line items that grow in
- Rotating sun watermark driven by CSS scroll animation
- Service-area map built from real county outlines with pins that pop in
- Hero photo card that lands tilted on the estimate sheet
Imagery
- Generated art: hero house, owner-from-behind roof photo (no face), canal sunset band, share image
- Blueprint-style line art for services generated white on black and tinted ink-navy in code
- Sun emblem and price stamp generated; all lettering, signature and map set in code
- Project photos to be replaced with real ones when available
5 desktop directions (A calm sun hero, B editorial premium, C estimate sheet, D pyramid, E generic); C scored 8.5 and won, then refined as v2-C plus a mobile mockup.
Under the hood
How it is built.
Built to convert
- Tap-to-call everywhere plus a sticky mobile Call / Free estimate bar
- Estimate form opens a text message to the shop with fields pre-filled (no email published), with a call fallback note
- FAQ accordion
- Service-area map
- Rewrote the old claims into company voice with no invented quotes, stars or statistics
- Mobile services carousel
Built to rank
- LocalBusiness-type, Service, FAQPage, BreadcrumbList and OpeningHours schema
- City pages for Cape Coral, Pine Island, Fort Myers and Punta Gorda, each with a different layout and local content
- Service pages for metal, tile, shingle, flat and repair/storm
- Sitemap, robots, 404
- Site kept noindex until the owner approves
Built to be fast
- Pure CSS motion (scroll-driven animation) with no animation library
- Self-hosted woff2 fonts with key fonts preloaded
- Responsive image variants and small tinted icons
- All animation uses transform and opacity and is disabled for reduced-motion
Good to know
- Scores measured while search was briefly switched on; the concept is normally noindex (SEO 69 when hidden)
- Local Lighthouse with the site hidden: 96 / 100 / 100 / 69
- No Google rating or review count (not checked); site links to Google instead
- Hero house, roof photo, canal sunset and line drawings are generated art; replace with real project photos
- A concept built unprompted: the business did not commission it, and the details (reviews, photos, prices) would be confirmed with the owner before any launch.
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