A conversion-led redesign of Install Pros' web presence, turning a list of services into a credible system that moves visitors from search to booked install.
The challenge
Install Pros sells trust: a stranger entering your home. The old site listed services but didn't carry credibility or direct intent; visitors arrived from search and stalled.
My role
Strategy through execution: positioning, information architecture, conversion design, UI, and SEO-aware implementation.
The outcome
A scalable web system of homepage, service pages, and campaign landings, built around intent paths and proof, extensible to new offers like Amazon LEO without redesign.
Install Pros competes in local-service search, where the buying decision is fast and trust-driven: customers compare a handful of providers and choose the one that looks most credibly professional. The website isn't a brochure; it's the storefront where that comparison happens.
The service mix was also widening, with Starlink, home automation, and the upcoming Amazon LEO offer, which the old structure could not present without burying each offer.
Two intent states drive nearly all traffic. The urgent buyer ("I need Starlink installed this week") needs the fastest path to coverage confirmation and contact. The comparison shopper needs proof: who you are, what you've installed, why you're the safe choice.
Designing for both means one structure with two speeds, immediate action paths layered over deeper credibility content, instead of one homepage trying to do both jobs in a single scroll.
Message hierarchy was settled before layout: lead with what the company does and where (service plus coverage), prove it (installs, reviews, certifications), then ask (booking). Each page makes one claim and supports it, rather than every page repeating the whole pitch.
Positioning leaned into specialization, the installation professionals rather than generic handyman breadth, because in trust businesses the specialist premium is the conversion strategy.
The site was restructured from one stretched homepage into a system of page roles: the homepage routes intent, service pages own their offer and its search terms, and campaign landings run product-specific stories without disturbing the core structure. Grouping follows how customers name the need: by service, not by internal business unit. This is also where SEO stops being a separate project: page roles and search intent are the same map.
Decision 01 · Where does the primary CTA earn its place?
After proof, then repeated at decision points, not stacked at every scroll stop.
In a trust purchase, a contact form ahead of credibility converts nobody and signals pushiness. Calls to action follow trust moments: after coverage confirmation, after proof sections, and on exit paths.
Trade-off accepted: Fewer CTA instances means some impatient visitors scroll past a conversion moment. The bet is that qualified leads outweigh raw clicks.
Decision 02 · How does a new offer launch without rebuilding the site?
A campaign-landing pattern with its own narrative arc inside the shared system.
Amazon LEO needed a product-specific story for a product nobody knows yet: education before conversion. The landing pattern allows a tailored message hierarchy while reusing the system's components, so new offers launch without new design cycles.
Trade-off accepted: A constrained landing pattern limits how exotic a campaign can look. We traded maximal campaign creativity for launch speed and coherence.
The visual language borrows from product companies rather than local-service sites: restrained palette, structured layout, real work over stock metaphors. Looking like a serious operation is the trust signal. One rule governed every screen: nothing decorative that doesn't support credibility.
Service communication now scales: new offers get a launch-ready landing pattern instead of a fight for homepage space.
Each service page owns its search intent, aligning information architecture with SEO instead of treating them as separate projects.
The brand reads like a professional operation at the moment of comparison, which is the conversion event in this market.
Reflection
The system is built to be measured: paths, CTAs, and pages map to funnel stages. The next step is closing the loop with analytics on booked installs per intent path, not just traffic.
Next project
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