Spicer Bros
Spicer Bros came to us with a unique challenge—they were actually getting plenty of calls, but way too many were for jobs they didn't want. Tire shops calling about commercial work, homeowners expecting bargain prices, people wanting quick patches when they specialize in full replacements. Their website wasn't filtering the right customers, which meant they were spending tons of time on estimates that went nowhere.
Date
2025
Client
Spicer Bros
Category
Strategic Website Redesign
What Was Wrong
Spicer Bros had the opposite problem of most contractors—too much of the wrong kind of businesses reaching out. Their generic website attracted anyone with a roof issue, but didn’t communicate that they’re premium specialists who focus on high-end residential and select commercial projects. They were drowning in low-value inquiries while their ideal customers couldn’t figure out if they were the right fit.
How Aesthetics Fixed It
We completely flipped their messaging strategy. Instead of trying to appeal to everyone, we got specific about who Spicer Bros serves best and why they're worth the investment.
Strategic Updates
- Premium positioning that weeds out bargain hunters from day one
- Project minimums clearly stated so people self-qualify before calling
- Specialty showcase highlighting complex jobs other contractors won’t touch
- Process transparency that explains exactly how they work and why it costs more
Results
Spicer Bros now gets fewer calls overall, but every conversation is with someone who actually wants what they offer. Their closing rate went through the roof because prospects arrive pre-educated about their value. They stopped wasting time on $500 patch jobs and started landing $15k+ projects consistently. The brothers can finally focus on the challenging, profitable work they love doing instead of explaining why quality costs more to people who’ll never get it.