Meet Our Client
Mills Roofing is Your Family-Owned Experts in Mountain Roofing
With over 40 years of exceptional service in the local community, Mills Roofing has become a trusted name in the Reno/Tahoe area, providing expert roofing solutions while skillfully navigating the unique challenges of our Tahoe weather. With a focus on solving roofing problems caused by snow, ice, and a high-altitude mountain environment, we’ve become the go-to experts in the region.
The Mills Roofing family is growing, with a second shop location in Sparks, Nevada. With our passion for quality workmanship and a mission to serve every customer we meet with excellence, we strive to continue thriving and growing while keeping our family values at the heart of our operations.
The Marketing Challenge
Mills Roofing came to Beacon with some very specific web challenges that they knew when corrected, would bring in the customer traffic they were looking to target.
Mills Roofing specializes in the installment, renewal, and maintenance of residential and commercial roofs in the Lake Tahoe region. They are well known in the affluent communities and needed the right partner to expand their territory to middle-class regions surrounding the lake.
Mills Roofing recognized that maximizing the performance of their website would assist them in achieving the potential to dominate the residential roofing market and exponentially grow their ability to recruit new employees.
How We Got Results
Mills, faced with a website that presented navigation challenges and an outdated user experience, recognized the need to streamline and enhance the UX/UI aspects. To address this, Beacon’s UX designer embarked on a comprehensive revamp, aligning the site with industry best practices in UX and UI design. This overhaul brought about remarkable improvements in contrast, navigation, and sitemap structure, resulting in a substantial surge in web traffic within a month following the relaunch.
Goal 1: Establish Seamless User Experience and Effortless Navigation
In addressing the shortcomings of their previous website, Mills aimed to provide a seamless user journey, enabling a fluid transition through the buyer’s path while facilitating both appointment booking and education on the Roof Maxx product. Recognizing that slow loading times had been a deterrent, Beacon’s team concluded that a complete overhaul of the information architecture and a polished user interface were imperative. Consequently, Beacon implemented a series of strategic changes to enhance website navigation, restructured the photo gallery, and revitalized the website Careers page.
Goal 2: Enhance Careers Page Visibility for Recruitment
Mills Roofing was eager to bolster its recruitment efforts but was concerned about the effectiveness of its Careers page. Beacon undertook the task of creating a dynamic recruitment page to fulfill Mills’ hiring objectives. Navigation to the Careers page was strategically positioned alongside contact information, eliminating any ambiguity for individuals seeking information about joining the team.
Goal 3: Craft a Robust Paid Ads Campaign Targeting the Desired Demographic
Recognizing the significance of engaging the newest demographic in their service area, Beacon devised a comprehensive Paid Ads strategy. The primary aim was to disseminate Roof Maxx education in middle-class areas where they sought to establish a presence. Beyond marketing, Paid Ads also served as a recruitment tool, attracting the right talent in a fiercely competitive job market. Beacon’s Paid Ads strategy was meticulously designed to address both marketing and recruitment goals, aligning with the client’s multifaceted needs.
The mills roofing project was an exciting design challenge. How can we make a traditional brand feel modern and still maintain the level of trust with the community? I find that their new site was the perfect solution!Summer VanPay, UX Designer Beacon Media + Marketing
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