Empowering seamless roof sales for contractors
Empowering seamless roof sales for contractors
Co-creation
App Design
Website Design
UX/UI Design
Full-cycle product creation
After the success of Roofle’s homeowner quote tool [check out Case #1], the product pivoted into RoofQuotePROTM — a B2B platform for roofing contractors. The new solution expanded beyond online quoting to support website integration, sales workflows, financing, and lead management in one scalable ecosystem.
Hofman Weber Construction is one of the larger family-owned roofing and exteriors contractors in the US.
Roofle.com evolved from a consumer-facing e-commerce website into a growth engine for RoofQuotePro®.
The new landing experience communicates the platform’s core value: empowering roofing companies to deliver accurate, real-time quotes 24/7 through an online shopping-like experience embedded directly on their websites.
* The current live landing page differs slightly from this case study, as the project has evolved and been updated over time since the original design was created.
Seamlessly integrated quoting tool that contractors can embed directly on their websites.
The Rep Quote widget is fully customizable to match brand identity. Contractors are able to set it up to blend perfectly with their website by using brand colors, fonts, and control the look and feel of buttons, call out text, and more.
RoofQuotePro® widget customized, embedded and operating across live contractor websites.
The Rep Quote widget in the RoofQuotePro® platform allows Company Admins, Contractors, Sales Reps, and Production Reps to use the tool and provide fast, accurate roof estimates to homeowners.
Unlike the embedded widget, this version gives users access to more settings, such as additional costs or discounts that affect the total roof price.
RoofQuotePro® platform offers contractors extensive lead capture experience to boost their conversion rates, track views, and detailed form interactions metrics.
RoofQuotePro® provides contractors with the ability to set up loan or financing options and apply them to specific markets (based on contractors zoning rules and US state regulations).
1.8k
Contractors Registered
with 70% of those being active accounts.
500+
Contracts In Progress
across the US, while still building the core product.
Up to 6x
More Leads
from websites with up to 80% close rate.
7+%
Returns On Investment (ROI)
since implementing RoofQuotePro®.
The product has proved to be a profitable pivot for Hofman Weber Construction and an enabling platform for other businesses. We continue to collaborate and enhance the platform with ongoing features, integrations, and improvements, ensuring it remains a game-changer in the industry.
With user focus shifting from homeowners to roofing professionals, we started with reviewing contractors’ requests and scripts from the Customer Success team. In the meantime, Roofle products owners have continued the interviews with professionals they spoke with during the International Roofing Expo IRE.
Alongside new feature rollouts, Roofle gathered direct feedback from roofing professionals at industry conferences. These conversations revealed a stronger B2B opportunity: the product could create more value — and scale more profitably — as a solution for contractors, not only homeowners.
The result of these research efforts has given The Norm team a solid basis to start turning a previously B2C targeted product into a fully operational and customizable widget to be embedded on 3rd party websites.
Through research, we uncovered the main friction points in the contractors journey: unclear pricing configuration and complex billing process.
As a result, we designed a user flow that turns a complex process into a seamless, transparent, and conversion-focused experience.
The flow was optimized to help contractors generate estimates quickly and with minimal friction.
A streamlined flow for managing customer billing details and completing payments via different methods (cards, Stripe, Hubspot).
The MVP focused on revenue-critical features: widget setup, pricing customization, lead management, and subscription billing.
Advanced customization and extended analytics were planned for Phase 2 to reduce risk, accelerate time-to-market, and validate the business model. This phased approach enabled faster delivery while keeping the system scalable for future growth.
Both RoofQuotePro® platform and widget were built as mobile-first tool ensuring smooth processes for both homeowners and contractors.
7+ years
Hofman Weber Construction and Coherent Solutions have grown this collaboration through multiple stages, transforming an early engagement into a long-term strategic partnership.
Explore our first case study where it all started.
View Roofle case study #11 UX Designer
2 Software Developers
1 Software Architect
Duration: 5 months
