Squarespace Web Design for Apex Exteriors in Minnesota, United States
Estimated Completion: Approximately 2 weeks
Live Website Link: https://www.apexexteriorsmn.com/
Scroll through the homepage below:
Home Page
Introduction
Establishing a strong digital presence in the home exteriors industry is essential for building trust, attracting customers, and showcasing expertise. APEX Exteriors, a Minnesota-based company specializing in storm damage restoration, roofing, siding, and windows, recognized the need to refresh their website to highlight their status as one of the highest-quality exterior companies in the Twin Cities Metro area. Co-founded by Cole and Eddie, APEX Exteriors has built its reputation on quality workmanship, responsive service, and delivering lasting value to homeowners.
The mission was clear: create a redesigned Squarespace website that conveys the company’s credibility, expertise, and commitment to customer satisfaction. The new site needed to engage visitors from the moment they land on the homepage, offering intuitive navigation, visually appealing sections, and strategic calls-to-action (CTAs) that guide users toward requesting inspections or learning more about services. Additionally, adhering to brand guidelines, improving layout consistency, and integrating new recommended elements were key aspects of the project.
This case study explores how we approached the APEX Exteriors website redesign—implementing client-approved suggestions, optimizing the homepage, services pages, navigation, and contact forms to deliver a cohesive, user-friendly experience. The end result is a website that not only enhances the brand’s online presence but also sets a high standard for what customers can expect when working with APEX Exteriors.
Our Client’s Background
APEX Exteriors is dedicated to providing high-quality roofing, siding, and window solutions, with a distinct specialization in storm damage restoration. Serving the Twin Cities Metro area, the company leverages Cole’s construction and production expertise and Eddie’s sales and operational acumen to deliver top-tier results. Their approach prioritizes careful project management, proactive issue resolution, and meticulous attention to detail—values that have earned them recognition in the industry.
By working closely with homeowners affected by Minnesota’s often harsh weather conditions, APEX Exteriors excels in restoring homes to their optimal state. Their long-term vision is to become the region’s premier external contractor, focusing on meaningful client relationships, lasting value, and consistently high standards of workmanship.
Project Goals and Objectives
Our primary goal was to update APEX Exteriors’ existing Squarespace website by implementing previously approved suggestions and improvements. Specific objectives included:
Improve User Experience and Navigation:
Introduce a clear navigation structure that includes an About page, a reorganized main menu, and intuitive access to key service areas. Ensure the new layout encourages visitors to explore the brand’s background, services, learning resources, and contact options.Strengthen Branding and Visual Hierarchy:
Redesign the homepage hero section to highlight APEX Exteriors’ unique value proposition—“Minnesota’s trusted storm damage experts”—and visually represent the company’s capabilities. Update background colors, fonts, and section layouts to align with the company’s brand identity.Showcase Services and Expertise More Effectively:
Enhance service pages for Storm Damage, Roofing, Siding and Window Installation with better imagery, improved headings, and reorganized content. Emphasize APEX Exteriors’ breadth of offerings and expertise in dealing with different types of storm damage.Encourage User Engagement and Conversion:
Utilize clear CTAs such as “Learn More About Us” or “Book a Free Inspection” to prompt visitors to request inspections, contact the team, or learn more about the company. Include scroller elements and reorganize content to make the website more engaging.Optimize Content Presentation:
Incorporate a Learning Center, About section, improved FAQs, and a more thorough homepage narrative. Use headings, subheadings, and well-structured sections to enhance readability.Refine Contact and Services Sections:
Adjust forms, remove duplicates, and ensure the Contact page’s single form is prominent and user-friendly. Introduce new visual elements, like split layouts and image placements, to convey professionalism and reliability.
Services Page
Project Scope and Requirements
The redesign encompassed key pages—Home, About, Services (including Storm Damage, Roofing, Siding, Windows), Learning Center, and Contact—as well as navigation and footer adjustments. All suggestions had already been approved by the client, and our task was to implement them on the Squarespace platform.
Key changes included:
Navigation Restructure:
Add a Menu tab, rearrange navigation items to: Services - Learning Center - About - Contact.Homepage Redesign:
Revamp the hero section with a bold heading 1 “Minnesota’s trusted storm damage experts,” a supportive paragraph, and a CTA button. Move existing bullet points to the Storm Damage services page. Add a scroller element with quotations and a background section introducing “Delivering home exterior services at the highest level since 2014.”Services Presentation:
Introduce heading 2 texts with “Services” for better clarity. Improve background colors and use outlined buttons.Footer Redesign:
Incorporate the company’s logo, navigation links, copyright, and contact details (phone number, address) into a cleaner, more cohesive footer.Services Pages Upgrades:
For Storm Damage, add a 50/50 split hero section and clearly present rain damage and hail damage content in a balanced layout. For Roofing Siding and Windows, use high-quality background images in the hero sections.Contact Page Adjustments:
Maintain the form at the top of the page, remove the redundant form at the bottom, and ensure a streamlined approach to inquiries.
By blending these changes, we aimed for a website that feels cohesive, professional, and aligned with APEX Exteriors’ dedication to quality and reliability.
Design and Development Process
Discovery Phase
Reviewing Approved Suggestions: The client’s approved suggestions formed our roadmap. These included navigation restructuring, adding an About page, altering hero sections, and adjusting the homepage’s layout. We confirmed that these changes aligned with APEX Exteriors’ goals of improved aesthetics, usability, and brand representation.
Brand and Visual Identity: APEX Exteriors is known for high-quality work and professional customer service. Thus, the site’s design needed to reflect trust, craftsmanship, and reliability. We considered the company’s color palette (likely blues and teals) to maintain consistency.
User Experience Considerations: Potential clients—homeowners facing storm damage or seeking exterior improvements—need immediate clarity on what APEX Exteriors offers and how to get assistance. Thus, we planned for a straightforward navigation and visible CTAs to encourage users to schedule inspections.
Wireframing and Prototyping
We created wireframes to map out page structures before implementing changes:
Homepage Wireframe:
Hero Section:
Left side: Bold H1 text “Minnesota’s trusted storm damage experts,” brief paragraph, and a “Book a Free Inspection” button.
Right side: An image or images showcasing a beautifully restored home exterior.Our Services Section:
Present roofing, siding, and windows with concise descriptions and either flat or matching curved section styles. Add CTA buttons for each service as outlined versions to reduce visual clutter.Contact Section:
A dedicated, centered section encouraging visitors to contact APEX Exteriors. Followed by a clickable scroller “Reach out now” in teal.
Footer Wireframe:
Logo and branding in the center.
Navigation links and a copyright statement.
Company address and phone number prominently displayed for local credibility.
Visual Design and Branding
Color and Typography: Sticking to the company’s branding, we chose a palette including blues/teals and possibly a neutral white or light gray as backgrounds. Bold headings in a modern sans-serif font ensure readability, while body text remains simple and professional.
Imagery: High-quality images of home exteriors, roofing installations, and storm-damaged to restored transformations help users visualize APEX Exteriors’ expertise. We added stock or company-provided images in hero sections to establish credibility and break up text.
CTAs and Buttons: For greater emphasis on conversion, “Schedule Now” or “Reach Out” buttons stand out in the brand’s accent color (teal), possibly as outlined buttons in service sections. This subtlety differentiates main CTAs from secondary links.
Consistent Layout: Aligning text and images, maintaining balanced white space, and using consistent heading hierarchy ensures a polished, welcoming atmosphere. The redesigned site should feel both sophisticated and approachable.
Homepage Implementation
Based on the approved suggestions:
Hero Section:
Introduced the H1 text “Minnesota’s trusted storm damage experts.”
Below the heading, a brief supporting paragraph: “Delivering home exterior services at the highest level since 2014.”
A “Book an Inspection With Us” button stands out for immediate conversions.Services Section:
A heading 2, such as “Our Services,” followed by three columns highlighting roofing, siding, and windows. Each service gets a short description and a CTA. Changing the background to white and a light blue ensures the service images and outlined buttons pop. Flattening or matching the curved section styles creates a clean, consistent look.Reach Out Section and Scroller:
A central “Reach Out to Us” section with a CTA button encourages contact. Immediately following, a clickable teal scroller “Send” ensures users remember to get in touch, even as they scroll down.
Footer Redesign
We created a cleaner footer with:
Company’s logo in the center for brand reinforcement.
Navigation links (About, Services, Learning Center, Contact)
Copyright, phone number, and address.
This ensures visitors have multiple ways to connect at the bottom of every page.
Services Pages Overhaul
Storm Damage Page
Hero Section:
Implemented a 50/50 split layout: the left side features H1 text (“Storm Damage Experts”) and the first sentence of the descriptive paragraph, the right side displays a storm damage-related image.Wind Damage Section:
Below the hero, another 50/50 split layout introduces “Hail Damage” as an H2. The paragraph explaining hail damage solutions and the company’s approach is placed alongside a relevant image. This balanced design helps users digest information easily.Hail Damage Section:
Below the hero, another 50/50 split layout introduces “Hail Damage” as an H2. The paragraph explaining hail damage solutions and the company’s approach is placed alongside a relevant image. This balanced design helps users digest information easily.Storm Damage Project Timeline:
The content under “Storm damage project timeline” is spread across two lines or columns, making it easier to follow the step-by-step process. Clear icons or bullet points visually communicate each stage, from inspection to final restoration.
Roofing Page
Hero Section with Background Image:
To differentiate from the navigation bar, we added a high-quality roofing image as the hero background. The H1 text “Our Roofing Services” overlays the image, creating a visually striking introduction.Service Details and Value Proposition:
Below the hero, concise sections highlight roofing materials and energy-efficient options. CTAs prompt visitors to request a consultation or learn about financing if available.
Siding Page
Hero Section with Background Image:
Similar to Roofing, the Siding page hero features a high-quality siding image. The H1 “Siding Services'“ stands out against the backdrop.Expanded Siding Offerings:
The section about various types of home siding now spans the whole section. Bullet points listing options (vinyl, fiber cement, engineered wood, cedar, steel) are spread across two lines for better readability.Encouraging Inquiry:
CTAs direct users to ask for a free quote or discuss their siding project with APEX Exteriors.
Contact Page Adjustments
Top Form Retention:
The form at the top remains, allowing immediate submission of inquiries.Removing Bottom Form:
The redundant form at the bottom was removed to reduce confusion. A single, prominent contact form encourages streamlined inquiries.Clear Contact Information:
Displaying a phone number, email, and office location provides alternate methods of reach-out, instilling trust.
About and Learning Center
About Us:
A short paragraph describing the company’s history, mission and commitment and a form for employment opportunities.Learning Center:
This page housse articles, FAQs, or guides on storm damage prevention, choosing the right siding, or maintaining a roof after harsh weather. For now, linking to the Learning Center helps position APEX Exteriors as an educational resource. Over time, adding blog posts, infographics, or FAQ expansions improves SEO and user trust.
Implementation and Testing
Working within Squarespace, we:
Updated navigation to Services - Learning Center - About - Contact.
Adjusted hero sections, replaced backgrounds, reorganized bullet points, and refined text blocks.
Ensured a responsive design across mobile and desktop.
Tested page load times, form submissions, and CTAs for functionality.
Reviewed alignment, typography, and color consistency, ensuring brand coherence.
We conducted a short usability test, asking a few stakeholders to find specific information (e.g., how to schedule an inspection, details about hail damage restoration). Their successful navigation and positive feedback on clarity confirmed improvements.
Challenges and Solutions
Maintaining Brand Cohesion While Adding New Elements
Solution: Consistently applied brand colors, typography, and image styles throughout. The new scroller elements, hero layouts, and outlined buttons all fit within the brand’s visual language.
Presenting Comprehensive Service Info Without Overcrowding
Solution: Employed 50/50 split layouts, bullet points, and short paragraphs. This balanced visual appeal with informative content, ensuring no single page felt text-heavy or confusing.
Improving User Flows for Conversions
Solution: Placed CTAs at strategic points—hero sections, service intros, and the “Reach Out” segment—making it effortless for users to take the next step. Minimal friction increases leads and inquiries.
Ensuring Future Scalability
Solution: The revised structure and navigation can accommodate additional content, services, or blog posts in the Learning Center. The flexible design and page templates prepare the site for growth.
Key Features and Highlights
Clear Hierarchy on Homepage: A strong H1 quickly communicates APEX Exteriors’ core offering: “Minnesota’s trusted storm damage experts.” Supporting text and an immediate CTA encourage action.
Refined Services Sections: “Our Services” headings, outlined CTAs, and adjusted background colors spotlight roofing, siding, and window solutions. Consistent styling and white or pale-blue backgrounds ensure images and text stand out.
High-Quality Imagery and Layouts: On Storm Damage, Roofing, and Siding pages, improved hero images and balanced split layouts convey expertise and professionalism, helping prospective customers trust APEX Exteriors with their home restoration.
User-Centric Contact Page: A single, prominent form and prominent contact details simplify inquiries. Removing duplicates and streamlining the page focus on conversions.
Stronger Navigation: Introducing an About link and reorganizing navigation clarifies the brand story and directs visitors smoothly across the site’s ecosystem.
More Visual Portfolio
Learning Center Page
About Page
Contact Page
Results and Impact
Though full results unfold over time, immediate benefits include:
Increased User Engagement: Clear calls-to-action, improved visual hierarchy, and educational content in the Learning Center encourage visitors to spend more time on the site.
Higher Conversion Potential: With straightforward navigation and prominent “Book a Free Inspection” CTAs, the website reduces friction for potential customers. Anticipated improvements in inquiry and lead submission rates are expected.
Enhanced Brand Perception: The updated design and messaging reflect APEX Exteriors’ commitment to quality and customer satisfaction. A professional, cohesive site instills confidence and differentiates them from generic contractors.
Future SEO Growth: With a defined Learning Center and structured content, APEX Exteriors can later expand resources, improve search rankings for storm damage, roofing, and siding keywords, and attract more organic traffic.
Foundation for Continual Improvement: The implemented changes establish a stable baseline. APEX Exteriors can refine their content, add blog posts, or integrate case studies over time, further solidifying their reputation and authority.
The APEX Exteriors Squarespace website redesign demonstrates how strategic content organization, refined layouts, and user-focused design transform a site’s effectiveness. By implementing approved suggestions—enhancing the homepage hero section, reorganizing navigation, and adding balanced layouts to service pages—we created a cohesive digital platform that mirrors APEX Exteriors’ quality standards and dedication.
The project’s success highlights the value of aligning aesthetics with usability, ensuring that visitors not only admire the brand’s credibility but also find it effortless to reach out, request inspections, or explore educational resources. As APEX Exteriors continues to grow, this improved online presence sets the stage for sustained engagement, better conversions, and further brand expansion in the Twin Cities Metro area.
Ready to work with Expert Squarespace Designers in the United States to take your organization’s online presence to the next level?
Contact us today to discover how we can transform your website into a powerful tool for your business.
A few Squarespace SEO Best Practices we Implemented
Keyword Integration: Incorporated terms like “storm damage experts,” “roofing,” “siding,” “windows,” and “Twin Cities Metro” throughout headings, meta tags, and content. This ensures search engines can easily identify the site’s relevance to regional customers needing exterior solutions.
Structured Headings and Metadata: Clear hierarchy with H1s, H2s, and H3s helps crawlers understand topic importance. Custom meta titles and descriptions highlight location and services, improving click-through rates from search results.
High-Quality Imagery with Alt Text: Descriptive alt text for images allows search engines to understand visuals, potentially improving image search visibility. It also supports accessibility for visitors with visual impairments.
Responsive, Fast Loading Pages: Streamlined code, image compression, and Squarespace’s robust hosting ensure quick load times and mobile-friendly design—vital for good SEO performance.
Content Depth and Internal Linking: The introduction of a Learning Center and structured service pages allows internal linking and encourages visitors to browse more content. Search engines reward in-depth, topic-relevant pages with better rankings.
Spread the word about Apex Exteriors’ new website!
We'd love to hear your thoughts on this project. Leave a comment below or reach out to us with any questions.
Note: This case study is part of our portfolio showcasing our recent projects. For more examples of our work, visit our portfolio page
