CRO breakdown of American Remodel's home siding lead generation page built in Unbounce. Expert conversion analysis by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Home improvement is a seeing-is-believing industry. Homeowners making a siding decision are not buying a service on trust alone — they’re evaluating whether the contractor can match the style, quality, and finish they have in their mind. That’s why the conversion barrier here isn’t price (most people expect to pay for quality work) or even availability. It’s confidence that the contractor can do what they’re imagining.
The American Remodel page solves this by making the visual portfolio the centrepiece of the experience. The hero establishes the brand and the geography (“Siding Companies in Annapolis MD”), and everything below validates the claim with photographic proof: real projects, real homes, real finishes across every siding style the company offers.
American Remodel’s service area in Annapolis creates a specific local trust challenge. Homeowners there want to see local projects — not generic stock imagery of houses that look nothing like their neighbourhood. The page addresses that directly.
The page opens with the headline “Siding Companies in Annapolis MD” — matching the exact search intent of the traffic source — alongside a visible 5-star rating badge and the phone number. To the right, an orange-accented form begins the quote process immediately. The colour choice for both the CTA button and the form header is orange, which creates visual contrast against the darker hero background and guides the eye to the conversion action.
Below the hero, a row of manufacturer certification badges — CertainTeed, Allside, LP Building Solutions, Aldeck — signals that American Remodel is not a general handyman but a certified installer for premium siding brands. Homeowners who have researched brands (and many do before contacting a contractor) respond strongly to seeing their shortlisted brand’s certification logo. It removes the “are they qualified to install this?” objection before it forms.
The photo gallery sections organised by siding type — LP SmartSide, Cement Board, French Provincial, Vinyl Siding — work as both portfolio and product selector. Visitors who came with a specific siding material in mind find their option and see multiple project examples. Those who aren’t sure browse and self-select based on visual appeal. Both paths increase time on page and intent, which feeds higher-quality lead submissions.
Six benefit icons with labels — Competitive Pricing, Local Family-Owned, Customised Craftsmanship, Multi-Brand Access, 5-Year Labour Warranty, Outstanding Communication — are laid out in a 2x3 grid. Each one addresses a specific objection common in home services: cost, trust, quality, choice, guarantee, and process. Icon grids like this let a scanning visitor absorb all six in seconds rather than reading six paragraphs.
The "Other Recent Projects" slider near the bottom of the page is a conversion reinforcement mechanism. By the time a visitor reaches it, they've already seen proof of quality. The slider adds volume — "there are even more examples" — which combats any residual doubt that the high-quality projects shown earlier were cherry-picked one-offs.
Positioned immediately below the hero, these logos leverage brand authority transfer. CertainTeed and LP’s reputations become American Remodel’s credentials before the visitor reads a word of copy.
Three customer testimonials with 5-star ratings and full names appear in the final third of the page. Testimonials in home services carry particular weight because they’re hard to fake convincingly — the specificity of “our siding was installed in two days with no mess” is something AI-generated reviews can’t replicate.
A 5-Year Labour Warranty prominently featured in the benefits grid is one of the highest-trust signals a home services company can offer. It says: we’re confident enough in our work to stand behind it for five years. That commitment converts fence-sitters.
"Local trust signals matter enormously in home services. 'Family-owned' and a local phone number aren't just nice details — they're conversion drivers. Homeowners in a specific city want to know they can walk into an office if something goes wrong. That sense of accountability is what separates a call from a bounce."
The lead form is positioned in the hero and reinforced at the page’s close. The CTA reads “Get Free Siding Estimates” — specific to the service, and “free” removes the financial hesitation of first contact. The form itself collects name, phone, email, and project type, which gives the sales team enough information to prepare a relevant follow-up without overwhelming the visitor with fields.
The sticky header keeps the phone number accessible at all scroll depths. In home services, many high-intent visitors prefer to call rather than fill a form — a visible phone number accommodates that conversion path without requiring additional page real estate.
Unbounce handled the photo galleries and multiple CTA placements cleanly. The drag-and-drop builder let us iterate on the hero layout during QA without dev involvement, and smart traffic tools allow testing of geo-personalised headline variants for different Annapolis zip codes.
Home improvement searches spike on mobile as homeowners stand in front of their property and search for contractors. The page was QA’d on multiple mobile viewports to confirm the gallery images are full-width and visually impactful at small sizes, and the form fields have adequate tap target size for thumb input.
A portfolio page with ten-plus project photos carries significant image weight. We compressed every project image, used WebP where supported, and lazy-loaded all gallery content below the fold. The hero image loads within the first paint window; everything else loads as the visitor scrolls.
Our data since then shows that before/after photo comparisons in home improvement pages outperform standard portfolio grids for time on page and lead submission rate. A slider showing the original condition alongside the finished siding job makes the transformation visceral rather than abstract.
Home siding visitors are often trying to understand ballpark cost before calling. A simple “How much siding do you need?” calculator — based on square footage — would pre-qualify visitors and give them something valuable before they submit their details, increasing form completion intent.
Written testimonials convert, but short video clips of real customers standing next to their finished siding have consistently outperformed text in our home services A/B tests. Even a 30-second clip shot on an iPhone carries significant credibility weight when the homeowner is speaking to camera in front of their own home.
The page scores 79 because the portfolio depth and local trust architecture are strong, but several conversion gaps hold it back from 85+. The main navigation is visible (adding exit paths), some sections feel text-heavy relative to the visual quality of the project photos, and the form in the hero could be simplified. The warranty information is buried in an icon grid rather than given the prominence it deserves as a top conversion driver. Strong foundations; the score reflects a page that would benefit from focused optimisation.
Browse our full collection of landing page examples to see how we apply these principles across industries. For related reading, see our guide on lead generation landing page design.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
This principle influences visitor behaviour and supports the page's conversion goal.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Home services pages convert on three things: visual proof of the work, local credibility, and a low-friction quote request. Homeowners making a siding decision want to see finished projects that look like their neighbourhood, confirm the company is genuinely local, and feel confident they won't be pressured. A page that nails those three elements consistently outperforms one that leads with company history or feature lists.
A dedicated landing page removes the navigation choices that leak conversions from a standard website. When someone searches 'siding companies in Annapolis' and lands on a page with no menu, no blog links, and no About page distraction, their only path forward is requesting a quote. That focus is why landing pages consistently outperform website pages for paid traffic.
Homeowners come to a siding page with a specific style in mind — LP SmartSide, Cement board, French provincial. Showing the range signals that American Remodel can match their vision rather than upsell a standard product. It also extends time on page as visitors browse options, which increases psychological investment before they request a quote.
A home services page at this level of detail — with photo gallery, project types, testimonials, and trust badges — typically takes 2–3 weeks from brief to launch. That covers competitor research, wireframe, visual design, copy, Unbounce build, and our 37-point QA checklist.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Home services is one of the few categories where portfolio imagery directly drives conversion more than copy. We push our clients hard to supply real project photos — not stock. A homeowner in Annapolis scrolling past actual finished homes in their area is far closer to calling than one who sees a generic 'beautiful siding' photo sourced from a photo library."