Concept site · Roofing concept · Lehigh Acres, FL
Carrillo Roofing
Roofing concept · Lehigh Acres
The brief
What we built.
A concept rebuild for a family roofer serving Lee, Hendry and Collier counties since 2009, told as the layers of a roof. A concept we built unprompted, to show what the site could be; not affiliated with the business.
- “Every layer, done right”: a section that walks through the layers of a roof, from deck to finish
- Shingle, metal, tile and flat roofing, with a photo grid of the work
- A four-step process and a bold “All of our work is guaranteed” band
- 16 pages with search markup. Google mobile speed 45 to 100
The numbers
Google Lighthouse, mobile, their site before and our concept after. Official Google PageSpeed (mobile) for the scores; local Lighthouse for the detailed metrics · Official Google PageSpeed (mobile), run while the concept was briefly open to search
The business
Who we were dealing with.
Family-owned roofing contractor doing new construction, re-roofs and repairs for homes and commercial buildings.
Their brand as it was
- Rust-brown 'Carrillo' wordmark with earthy browns
- Existing site: big logo on a beige texture, brown bar with a hamburger menu, centered small text
Worth knowing
- Family owned; free estimates; says all of its work is guaranteed and 'we don't take shortcuts'
- Fully licensed and insured, but no licence number is published
- Sponsors a local youth soccer team
- Has a gallery of about 47 photos of its own jobs and real customer testimonials on its site
- Old site says both 'since 2009' and 'over 30 years' (inconsistent)
The research
How we studied the industry, top to bottom.
Why this business
- Picked together with the Aztec Roofs episode from the same roofing search
- Very slow phone site with the worst layout shift measured in the series
The industry
- Roofers are sold on their actual work, so job photos and the roof types offered are what visitors look for
- The estimate is the conversion: a call or free-estimate request should be one tap away on a phone
- Storm damage and re-roof urgency matter in Florida (a customer review mentions a re-shingle after a hurricane)
The local market
- Serves Lee, Hendry and Collier counties: Lehigh Acres, Fort Myers, Cape Coral, Naples
- Lehigh Acres is known for its grid of streets and canals
- The old site had no city pages
- Compared with the Aztec Roofs search results from the same roofing scouting round
What we found
- No roof photo or button above the fold on a phone
- No estimate form on the homepage
- No LocalBusiness schema, so Google cannot read address, hours or phone as data
- No city pages despite a three-county service area
- Dozens of strong job photos buried in a gallery
The audit
What was holding it back.
Tested 2026-10-25 (official PageSpeed 2026-10-26)
- Local Lighthouse mobile performance was 32 (official PageSpeed 45)
- Main content (LCP) 14.7 s; first paint 2.4 s; blocking time 700 ms
- Layout shift 0.463, the worst measured in the series
- Page weight 3.4 MB
- Main content took about 15 s to show on a phone and the page jumped around while loading (layout shift 0.463)
- First phone screen had no photo of a roof and no button except a call bar pinned at the bottom
- No estimate form on the homepage
- None of the 10 homepage images had alt text
- No LocalBusiness schema
- Three H1 headings on the homepage
- Pinch-zoom disabled
- Copy errors (a grammar slip, a misspelt town name in a page title) and 2009 versus 'over 30 years'
- No city pages
Brand & design
Every layer, done right direction.
A cutaway of a Southwest Florida home whose roof builds up layer by layer as you scroll (trusses, deck, underlayment, finished metal). It shows the craft behind a roof, and the mood moves from dusk hero to a calm light middle to a warm sunset finale.
- Dusk navy#0B2545
- Deep blue#12315E
- Burnt orange#C2521F
- Warm cream#F5F1E8
Type
- Bold condensed caps sans for headlines
- Clean readable sans for body
Signature moments
- Roof layers lift apart and rebuild as you scroll, beside a sticky cutaway
- Real job photos in an 'Our work' strip
- Dusk-to-light-to-sunset page arc
Imagery
- Generated photorealistic art for the hero, roof layers, service images, crew-from-behind shot, footer sunset and share image (no text or logos in any image)
- The owner's own gallery photos used for 'Our work' and city pages, pending permission
- Owner's real logo set in code; icons and map drawn in code
5 desktop directions in round 1 (A to E), then a refined v2 of the winner; direction D (layer by layer) won and scored 8.5/10 in round 2.
Under the hood
How it is built.
Built to convert
- Tap-to-call and free-estimate buttons in the hero
- Estimate form that opens a text message (no email is published)
- Sticky call and estimate bar on mobile
- Service pages for shingle, metal, tile, flat, repairs, new construction and commercial
- Gallery page, FAQ and reviews
- Four city pages (Lehigh Acres, Fort Myers, Cape Coral, Naples)
Built to rank
- Concept is hidden from search (noindex) until the owner approves
- City pages added; page count is from the page plan in the art pack
Built to be fast
- A 9:16 mobile hero image variant
- Reached 100 on PageSpeed mobile performance
Good to know
- The live concept is noindex, so SEO reads 69 when measured normally; the 100 was taken with search turned on for the run
- Local Lighthouse after: 90 / 100 / 100 / 69
- Series tracker records 45 to 100 on PageSpeed
- Google rating and review count not checked; no social links added
- 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.
This is one of our Website Rescue concepts. See how every rescue is researched, designed, built and measured →
Your move
Want one
like this?
Book a free 15-minute call and get a fixed quote, or see three AI mockups of your own new site in about a minute.