CRO breakdown of Xterior's solar roofing services lead generation. Design analysis and conversion insights 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.
Xterior provides roofing and solar installation services to homeowners. This is a category where national brands fail and local operators win — homeowners want to know that the company is from their area, has worked on homes like theirs, and has neighbours who can vouch for them.
The page brief was: make Xterior feel unmistakably local, evidently expert, and easy to contact.
The full-width hero with aerial roofing photography establishes immediate product relevance — the visitor sees a roof being installed, not a generic house photo. The accompanying stats overlay — “3,847 Roofs Installed,” “5,243 Happy Customers,” “4.8 Star Google Rating” — provides the numbers that the visitor’s risk assessment requires before they’ll give their contact details.
The sticky header with phone number and “Get Free Estimate” CTA ensures that the conversion path is always visible. For a home services business, the average visitor is on mobile and may be browsing while at home looking at their roof. A persistent header means they can call the moment they decide — which could happen at the hero, or after the testimonials, or after the FAQ. The header catches all of them.
The Google Reviews integration — showing the aggregate rating and pulling individual reviews — provides third-party validation that the company’s own testimonials cannot. Google verifies that the reviewer used the business; the visitor knows this. A page with 200 Google reviews is more trustworthy than a page with 200 self-selected testimonials.
The “Frequently Asked Questions” accordion near the bottom of the page addresses the specific objections that prevent home service conversions: “How long does installation take?”, “Do I need to be home?”, “What happens if it rains?”, “What warranty is included?” Each answered question removes a reason to delay the call or form fill.
The service area map is the most powerful local trust signal on the page. A visitor who sees their town listed in the service area is immediately more qualified and more willing to submit their contact details. Without a service area confirmation, every visitor carries the latent question “do they cover my area?” — which is cognitively expensive and conversion-suppressing.
Call tracking on this page enables attribution that form tracking alone misses. For a business where 40–50% of conversions happen via phone call, a page without call tracking is flying blind on its most common conversion type. Every campaign's true performance is only visible when phone and form conversions are measured together.
Xterior’s trust is built on four pillars: volume of completed jobs (the installation count in the hero), independent Google reviews (the rating and review integration), industry certifications and manufacturer accreditations (shown as logo badges), and before-and-after project photos in the slider. Each pillar addresses a different aspect of the homeowner’s risk assessment.
"For home services, the testimonial format that converts best isn't a star rating and a quote — it's a before-and-after. 'My roof had been leaking for two years and was damaging the ceiling below. Xterior fixed it in one day and I haven't had a problem since.' That's a problem-to-solution story in two sentences. It mirrors the visitor's situation and shows the resolution."
Read more about trust in home services pages in our guide to B2B Landing Page Examples.
The form asks for property address and job type alongside the standard name and contact fields. Collecting property address at enquiry stage allows the sales team to pull satellite imagery and prepare an informed quote before the first call — which significantly improves close rates because the salesperson arrives knowing the job scope.
The page generates leads via two parallel paths: the embedded form (which captures systematic data for CRM routing) and the click-to-call phone number (which captures immediate-intent callers). Go High Level’s automation triggers an SMS and email follow-up within 5 minutes of form submission — because in home services, the first responder often wins the job.
"In home services, speed-to-lead is as important as the landing page itself. A page that converts well but feeds leads into a 48-hour response queue loses to a competitor with a worse page but a 5-minute call-back system. We always configure the GHL automation as part of the page build — the conversion doesn't end when the visitor submits the form."
Go High Level handles the complete lead lifecycle — form capture, CRM entry, automated follow-up sequences, and appointment booking. For Xterior, this means every lead is automatically assigned to a local rep, triggered for a callback, and entered into a nurture sequence if they don’t convert on the first contact. The platform turns a landing page lead into a managed pipeline.
Over 40% of Xterior’s visitors arrive on mobile. On mobile, the click-to-call phone number in the header is a tap-to-call link — one tap starts the call without manual dialling. The form is reduced to five fields on mobile (name, phone, address, job type, timeline) with the least essential questions deferred to a follow-up. The Google Reviews section is touch-scrollable with swipe gesture navigation.
We run speed tests on every page we build because a slow landing page is a leaking bucket. You can spend thousands driving traffic, but every additional second of load time costs conversions. We treat PageSpeed results as a to-do list, not just a score.
Three improvements for the next iteration:
Xterior scores 85 on our ConvertScore framework. The page is strong on local trust signals, the call tracking infrastructure is excellent, and the FAQ section handles pre-conversion objections well. The gap to 90+ is a solar-specific savings calculator and video testimonials from real homeowners.
Browse our full collection of landing page examples or read our guide to Landing Page Form Design Best Practices.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
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.
Local trust is the primary conversion driver for roofing and solar. The visitor is allowing a crew onto their property, often spending £10,000–£30,000. The page needs to establish local presence and community proof first — Google reviews, service area coverage, and a local phone number. Product and feature details come after the visitor is confident they're dealing with a legitimate, local operator.
High-ticket home services generate phone calls, not just form fills. Many homeowners in the 45–65 demographic — the primary solar and roofing buyer — prefer to call. A click-to-call phone number in the hero and a persistent sticky header phone number means the visitor can convert at any scroll depth, on any device, at any moment of readiness. Hiding the phone number in the footer loses a significant percentage of high-intent callers.
A map showing your Google Business profile with reviews does three things: it proves you're a real local business with a verified address, it shows the geographic spread of your customers (validating coverage), and it displays your aggregate rating in a format the visitor already trusts from Google Maps. It's more persuasive than a self-managed testimonial section because it pulls data Google has verified.
A Go High Level solar or roofing landing page takes 1.5–2 weeks. GHL's native lead routing means the lead form connects directly to the client's CRM and follow-up automation — a critical capability for service businesses where speed-to-lead response time directly impacts close rate. We configure the automation as part of the build, not as an afterthought.
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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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"Roofing and solar pages live or die on local trust. A homeowner who sees their suburb mentioned in the hero, their neighbours in the reviews, and the company's local address in the header doesn't need to be convinced. They need to be nudged to pick up the phone. Every design decision should serve that nudge."