Peak Pro Home Services Case Study: Accessible Webflow Rebuild for Higher Conversions

From $300/Month Website Lease… to an Accessible, High-Performing Webflow Website Built for Real Results

Project Overview

Josh Shoemaker, owner of Peak Pro Home Services, approached me about six weeks ago with a common problem: he was paying $300 per month to lease a mediocre website from a national template-based provider—and wasn’t getting any real value for the investment.

No calls.
No form submissions.
No conversions.
No ROI.

His business was growing, but his website wasn’t supporting that growth. It wasn’t attracting homeowners, realtors, or families who needed his services, and it wasn’t positioned to showcase his expertise or certifications.

That’s where Graceful Web Studio stepped in.

The Problem

After a full review of his previous Duda-built website, several issues became immediately clear:

1. No measurable return on investment

Despite paying $300/month, the website produced no qualified leads.

2. Poor accessibility + weak SEO foundation

Basic audits showed:

• Missing and incorrect heading structure
• Low-contrast text
• Missing alt text
• Inaccurate blog content
• Thin SEO efforts that did not reflect industry standards

The site was not WCAG-conformant, and SEO was present but only in the most minimal, check-the-box sense.

3. Outdated design + poor user experience

The site suffered from:

• Generic boilerplate template with no branding personality
• Poor imagery and visual imbalance
• Broken content hierarchy
• No social proof
• No trust markers
• No values or benefits
• No certification highlights
• Missing or unclear calls-to-action

Critical services were either misrepresented or missing entirely. Several blogs even referenced services Josh didn’t offer.

4. No strategy and no scalability

Everything about the original website was static—nothing built for growth, optimization, or modern conversion funnels.

This is a pattern I see often: non-local companies locking business owners into expensive “SEO” plans that are in reality just website hosting. No strategy. No optimization. No forward movement.

Josh knew it was time for a real solution.

The Solution: A Fully Accessible, SEO-Optimized Webflow Rebuild

Josh hired Graceful Web Studio to rebuild his website from the ground up—this time with real strategy, real accessibility, and real conversion pathways.

Discovery + Strategy

Together, we mapped his:

• True service offerings
• Ideal client profiles
• Service priorities
• Long-term business goals
• Geographic service areas
• Content gaps
• Authority markers
• Competitive opportunities

I conducted competitor research, alignment audits, and a complete UX plan to ensure the new site attracted exactly the right clientele—homeowners, realtors, sellers, buyers, senior citizens, and families.

The Build: Modern, Accessible, and Strategically Designed

The new Peak Pro website is built entirely on Webflow—clean, accessible, fast, and designed with intention.

1. Accessibility + WCAG alignment

• Clear and consistent headings
• High-contrast color palette
• Descriptive alt text
• Keyboard-friendly navigation
• Accessible form structure
• Semantic HTML throughout
• Visible focus indicators
• Skip-to-content functionality

2. SEO + AEO Optimization

Every page now includes:

• Custom page titles
• Metadata written for high-intent keywords
• Local SEO enhancements
• Schema markup on every service page
• Optimized images + alt text
• Accurate service descriptions
• Strategic link structure
• Blog optimization

I also corrected several of his old blog posts and created a full set of brand-aligned, high-quality, SEO-rich new blogs.

3. Clear, compelling content

We rewrote and reorganized his entire content structure to:

• Highlight his certifications
• Showcase his expertise
• Build trust with social proof
• Create strong calls-to-action
• Streamline user pathways

4. Conversion-focused contact process

A major highlight of this project was the new contact form system, which includes:

• A file upload field for home inspection reports
• A promise of 24-hour estimate turnaround
• Multiple CTAs throughout the site funneling users to the form
• A Cal.com scheduling integration beneath the form for easy appointment booking

This positions Peak Pro Home Services as responsive, reliable, and easy to work with—exactly what realtors and homeowners want.

5. Strategic interactive lead magnet

On the Home Services for Seniors page, we built an interactive, accessible checklist:

Senior Home Safety & Maintenance Checklist
Visitors can request the PDF version through a lead-capture form that collects their name, phone number, and email.

This accomplishes:

• Lead generation
• Resource building
• Authority development
• Increased conversion opportunities

It also beautifully showcases Josh’s Aging-in-Place Specialist certification.

The Results

Josh now has:

• A professional, modern, accessible Webflow website
• A clear brand identity
• Strong SEO and AEO foundations
• A high-converting contact system
• Trust-centered content
• A visual design that matches the quality of his work
• A strategic digital presence built to scale with him

Most importantly—he now owns his website outright.
No more monthly leasing.
No more empty SEO promises.
No more contracts.

Just a real website that works.

Ongoing Partnership

Josh has signed up for a monthly Webflow maintenance plan with Graceful Web Studio.

Together, we will continue to:

• Publish new service area pages
• Add new blog posts
• Update his content
• Add new reviews
• Refresh imagery
• Expand SEO
• Enhance AEO
• Improve conversion pathways
• Partner with his marketing manager, A/F Business Solutions

This is the type of long-term, strategic collaboration that actually moves a business forward.

You can see what a plan like this includes on our monthly website support and maintenance page.

Client Experience

Josh was an absolute pleasure to work with—kind, responsive, professional, and invested in the process. His clarity and trust made this project a joy to build, and the final product reflects the strength of our partnership.

Final Thoughts

Peak Pro Home Services now has a website that matches the excellence and integrity of its owner. It is accessible, optimized, scalable, and strategically engineered to bring in leads—something the previous site simply couldn’t do.

This project reflects what Graceful Web Studio does best:
accessible, high-performing Webflow websites that convert.

Crystal Scott, CPWA and certified Section 508 Trusted Tester, founder of Graceful Web Studio.