DEMONSTRATION REPORT · FICTIONAL BUSINESS

Lead Leak Fix Pack

Sample site: Northstar Roofing (fictional)
Primary action: Request an estimate
Review scope: Homepage and estimate path

Fast diagnosis: The site looks credible, but the first screen describes the company instead of helping a worried homeowner decide what to do next. The estimate button competes with three other actions.

Priority findings

HIGH IMPACT · FIX FIRSTThe headline does not name the customer’s urgent outcome.

“Quality Roofing Solutions” could belong to any contractor. Name the job, location, and response expectation.

HIGH IMPACTFour calls to action create hesitation.

Use “Get a roof estimate” as the single primary action. Keep the phone number visible but secondary.

MEDIUM IMPACTProof arrives after the first scroll.

Move the license, service area, review rating, and workmanship warranty directly below the primary action.

Replacement hero copy

Before

Quality Roofing Solutions You Can Trust

Recommended

Roof damage? Get a clear estimate from a local crew within one business day.

Licensed roofing repairs and replacements across North County, backed by a 10-year workmanship warranty.

Primary button: Get my roof estimate

Trust line: Licensed & insured · 4.9★ local rating · Financing available

FAQ copy block

How quickly can you inspect my roof?
Most North County inspections are scheduled within one business day. Storm periods may take longer; we will confirm timing when you request an estimate.

Do you help with insurance claims?
We document visible damage and provide a written estimate you can share with your insurer. Coverage decisions remain with your insurance company.

Implementation order

  1. Replace headline, subhead, and primary button.
  2. Reduce first-screen actions to one primary path.
  3. Move license, rating, and warranty beside the CTA.
  4. Add the FAQ block near the estimate form.
  5. Measure estimate-form starts and completions for 30 days.

This sample demonstrates format and specificity. It is not an audit of a real company and makes no performance guarantee.