Why replace their existing page builder?

Page builders load dozens of unused CSS and JavaScript assets, slowing mobile load times to 4+ seconds. Our hand-coded build cut load times by 85%, directly boosting mobile conversion rates.

How quickly did organic traffic begin generating leads?

Within 45 days of deploying local Schema markup and targeted city landing pages, Apex began ranking in the top 3 map pack positions for Surrey and South London.

Construction & Solar / 2026

Case study

Apex Roofing: From 4 Leads to £380k in Qualified Project Pipeline in 90 Days

How a hand-coded WordPress rebuild and local search overhaul took a London & Surrey roofing contractor from 4 monthly leads to £380k in signed pipeline.

Talk about this project

Tech Stack: Custom WordPress Tailwind CSS PHP 8.2 LiteSpeed Edge JSON-LD Schema

Timeline: 3 Weeks Scope: Fixed Quote Ownership: 100% Client Code

Engineering Benchmarks

Before Rebuild vs. After iDesign

Verified real-world PageSpeed & conversion telemetry before and after replacing legacy page builder debt with our hand-coded architecture.

Before: Bloated Page Builder

34/100 Mobile

Mobile Load Time 4.8s (High friction)

DOM Tree Depth 2,640 nodes (Bloated)

Active Plugins 24 third-party plugins

Average Conversion Rate 1.8% (High bounce)

After: Bespoke iDesign Build

99/100 Mobile

Mobile Load Time 0.6s (Sub-second)

DOM Tree Depth 380 nodes (Semantic)

Builder Dependencies 0 plugins (Zero bloat)

Average Conversion Rate 7.4% (3.8x increase)

Key impact

Solving the right problems.

+310%

Qualified Inquiries

From 4 to 17 booked estimates/mo

0.6s

Mobile Load Time

Down from 4.8s on Elementor

Top 3

Local Search Ranks

For 14 high-intent terms

Measurable outcomes focused on removing conversion friction, improving site speed, and driving genuine user inquiries.

Project breakdown

Straightforward by design.

How we framed the problem, streamlined the architecture, and deployed the build.

01 / The Challenge

Identifying friction in the customer journey

Apex was spending over £3,500/month on Google Search Ads driving traffic to a bloated Elementor site with a 78% bounce rate. Mobile visitors couldn't easily request estimates, quote forms were clunky, and the business had zero organic rankings in their primary service territories.

02 / Our Approach

Strategic redesign & technical architecture

We audited their commercial conversion funnel, eliminated all page builder bloat, and designed an interactive 2-step estimate calculator. We built hyper-targeted local service pages for Surrey and South London with structured LocalBusiness Schema.

03 / The Solution

Fast, bespoke execution with zero bloat

A bespoke, hand-coded WordPress theme scoring 99/100 on Google PageSpeed, featuring an instant estimate builder, automated SMS lead routing to project managers, and live Google Review social proof integration.

Client feedback

"We cut our monthly Google Ads spend in half because the new website finally ranks organically and actually converts mobile visitors into signed roofing contracts."

Liam Davies / Managing Director, Apex Prime Roofing & Solar

Project details

Q&A on execution.

Common questions about timelines, technology stack, and how we delivered this build.

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