STORYSTAK · Case Studies for Kind Home Painting
Real client results · 3 rebuilds, 3 different outcomes
Prepared for meeting with Corey & Kendall
How We Work

Principles That Show Up on Every Rebuild

Before the case studies, here's the short version of the playbook. These are the tactics we bring to every project, including the rebuild for Kind Home if we move forward.

★ Featured Tactic

A Visible CTA for Every Level of Awareness

Every visitor arrives at a different point on the awareness ladder. The site has to have an obvious next step for each of them, on every page, without making them scroll to find it.

COLD · Researching
"I'm comparing options"
Needs a low-commitment next step. Pricing guide, service page, case study, or a quick calculator. Not ready for a quote form yet.
WARM · Evaluating
"I'm narrowing it down"
Needs proof and specificity. Reviews, warranty detail, project gallery, and a "talk to someone" path that feels human instead of high-pressure.
HOT · Ready to Buy
"Book me in"
Needs the direct path. Free estimate, schedule a call, start the quote. The primary CTA. Always one click away, no matter where they are on the page.
The Rule
No matter what page a visitor lands on, no matter how far they've scrolled, and no matter where they are on the awareness ladder, the right next step should always be visible. That means sticky nav CTAs, in-section CTAs matched to the content around them, and softer secondary CTAs (like a resource or a call) for people who aren't ready yet.
Why this matters for Kind Home
Right now, every CTA on the site routes to Apptoto, which means cold researchers and ready buyers get the same experience. That's a mismatch. Some visitors need time to trust you before they'll book. Others are ready right now and shouldn't have to click around to find the button. A rebuild gives every page CTAs that match the visitor's stage, not just the company's default funnel.
The Rest of the Playbook

Other Principles We Bring to Every Project

Speed Is a Feature
A page that loads slowly erodes trust before the content can even land. Core Web Vitals aren't a nice-to-have. They're the foundation every other conversion tactic is built on.
Trust Signals On the Path
Reviews, warranty language, case studies, and credibility markers belong on the landing pages that paid traffic hits. Not buried on an About page three clicks deep.
Brand Carries Through to Conversion
The moment a visitor clicks "Get a Quote" and the experience changes tone, font, or feel, trust drops. Conversion paths should look and feel like the rest of the brand.
Ad Traffic Deserves Its Own Pages
Paid traffic converts best on dedicated landing pages with no navigation, one CTA, and trust signals front and center. Sending ads to service pages wastes ad spend.

★ How to use this live

"Before I walk you through what we've done for other clients, I want to flag the one tactic that shows up on every project: every page has to have a visible CTA for every level of awareness the visitor might be at. Cold researcher, warm evaluator, ready buyer. They all need a next step that matches where they are, without scrolling to find it. Right now on your site, every button points at Apptoto. That's one CTA for three very different visitors. A rebuild fixes that on day one."
Case Study · Park City, UT

A Full Rebuild & Domain Migration
Viotell Metal Concepts → Viotell

Dark, cluttered Divi site on a 12-syllable URL, rebuilt from the ground up. GTmetrix went from E (41%) to A (100%), page weight dropped 87%, and we migrated the domain with no downtime and only a brief dip before rankings climbed past the old site.

E / 41%
A / 100%
GTmetrix Grade
+59% performance
3.7s
458ms
Largest Contentful Paint
−3.2s · 8× faster
10.9MB
1.38MB
Total Page Weight
−87% lighter
364
23
Network Requests
−341 requests
Side-by-Side

Homepage: Before & After

Same business, same services, same reviews. A different front door, and one that converts.

⟵ Beforeviotellmetalconcepts.com
Old Viotell Metal Concepts homepage
  • Dark, dated Divi template. Feels like a 2017 WordPress site
  • Small hero logo floating over a roof video. No clear value prop above the fold
  • Generic "Thinking About Re-Roofing?" wall of text, no hierarchy
  • Tiny 5-star reviews, partner logos treated like an afterthought
  • Loads heavy assets and sliders that nobody reads
After ⟶viotell.com
New Viotell homepage
  • Editorial hero: "Park City Roofing & Metal Fabrication Experts." Instant clarity
  • Clean typography, mountain home imagery that matches the premium offer
  • Service cards (Fabrication · Roofing · Wall Panels · Ornamental) one click from hero
  • Trust stack: logos, testimonial, case study, 4-step process, all on a fast page
  • Strong CTA structure: "Get a Quote" in nav + inline CTAs throughout
Deeper Pages Matter Too

Service & Partner Pages

Rebuilds aren't just a homepage coat of paint. Every page a lead lands on has to carry the brand and the conversion logic.

⟵ Before: Partner page
Old American Hydrotech page
  • Product-brochure vibe, more about the vendor than Viotell
  • Mixed type sizes, cramped grid of icons
  • No clear CTA path back to Viotell services or quote flow
After ⟶ Roofing Services page
New Park City Roofing Services page
  • Dedicated service page with sidebar nav routing to every service
  • SEO-ready content blocks (metal roofing benefits, FAQ, materials)
  • Inline "Get a Free Quote" CTAs + a sticky partner call-to-action
  • Page structure mirrors how buyers actually research
Hard Numbers

GTmetrix: Side-by-Side Performance

Same test location. Same browser. Only the site changed.

Viotell GTmetrix comparison
MetricOld Site
viotellmetalconcepts.com		New Site
viotell.com		Improvement
GTmetrix GradeE (57%)A (100%)+43 points
Performance Score41%100%+59%
Structure Score82%99%+17%
Largest Contentful Paint3.7s458ms−3.2s (8× faster)
Total Blocking Time1.3s0ms−1.3s (eliminated)
Cumulative Layout Shift0.050.01−0.04
Total Page Size10.9 MB1.38 MB−9.5 MB (87% lighter)
Total # of Requests36423−341 requests
↗

Domain Migration: No Downtime, No Rankings Lost

Viotell's original domain was a mouthful. We moved them from viotellmetalconcepts.com to a clean, memorable viotell.com, with zero downtime during the cutover and only a minimal, temporary dip in rankings before they climbed back above where the old domain was sitting.

viotellmetalconcepts.com → viotell.com

Kind Home parallel: authority currently split between kindhomepainting.com and kindhomesolutions.com. Domain migrations without traffic loss are a specific muscle we've flexed twice.

Why Viotell Matters for Kind Home Painting

Parallel 1 · Speed

E → A (41% → 100%)
Kind Home is at 12/100 mobile with a 23.3s LCP. Viotell proves what a proper rebuild does to those numbers.

Parallel 2 · Brand Mismatch

Domain migration without losing rank
Viotell had a long, bad URL. Kind Home has two competing domains. Solved problem.

Parallel 3 · Conversion Assets

Trust signals moved onto the path
Viotell's reviews, case study, warranty, and process now live on the conversion path, not buried.

★ How to use this live

"Same kind of business. Park City roofing, custom metal fabrication, similar review count. Before: dark, slow, cluttered. After: clean, fast, ranked. GTmetrix went from E to A. Page weight dropped 87%. LCP went from 3.7 seconds to under half a second. And we migrated their domain from viotellmetalconcepts.com to viotell.com with no downtime and a quick return to, and past, their previous rankings. That's the playbook for Kind Home."
Case Study · In-Home Medical Care

Unlocking a National Brand
Medical House Calls TN → Medical House Calls

A trusted regional practice locked into a Tennessee-only URL. We rebuilt the site and migrated the domain, shedding the state-specific handle, reinforcing brand continuity, and taking performance from C (71%) to A (100%) so their hard-won trust could actually reach the visitors who needed it.

C / 59%
A / 100%
GTmetrix Grade
+41% performance
1.8s
0.6s
Largest Contentful Paint
−1.2s (3× faster)
2.38MB
629KB
Total Page Weight
−74% lighter
880ms
0ms
Total Blocking Time
Eliminated
Side-by-Side

Homepage: Before & After

Regional practice pivoting to a national identity. The site had to carry the weight.

⟵ Beforemedicalhousecallstn.com
Old Medical House Calls TN homepage
  • Geographic handcuff. "TN" in the URL limits brand to a single state
  • Cluttered hero with multiple competing messages
  • Slower load (1.8s LCP, 880ms blocking) erodes trust before the content lands
  • 2.38MB page weight for a content-focused practice site
  • C-grade performance (59%), a poor mobile experience for elderly patient demographic
After ⟶medicalhousecalls.com
New Medical House Calls homepage
  • Clean, warm editorial hero: "The Nearest Clinic is Where You Are"
  • National-ready identity, no geographic ceiling
  • Perfect Core Web Vitals (LCP 0.6s, TBT 0ms, CLS 0)
  • Lean 629KB page with only 25 requests
  • Performance lets the brand's trust-building actually reach visitors
Hard Numbers

GTmetrix: Side-by-Side Performance

Medical House Calls GTmetrix comparison
MetricOld Site
medicalhousecallstn.com		New Site
medicalhousecalls.com		Improvement
GTmetrix GradeC (71%)A (100%)+29 points
Performance Score59%100%+41%
Structure Score88%100%+12%
Largest Contentful Paint1.8s0.6s−1.2s (3× faster)
Total Blocking Time880ms0msEliminated
Cumulative Layout Shift0.0990Perfect
Total Page Size2.38 MB629 KB−74% lighter
Total # of Requests12425−99 requests
↗

Domain Migration: Brand Unlocked, Continuity Preserved

The original domain locked them into a single state. We migrated to the cleaner, nationally-scalable medicalhousecalls.com. The move increased visibility, brand awareness, and continuity. Performance gains let the practice's reputation actually land with visitors instead of losing them on a slow page.

medicalhousecallstn.com → medicalhousecalls.com

Kind Home parallel: same exact situation. You've built years of trust under two different URLs. Consolidating behind one clean brand is how we reinforce what you've already earned.

Why Medical House Calls Matters for Kind Home Painting

Parallel 1 · Trust-Heavy Brand

Reviews + reputation = lifeblood
MHC's patients pick based on trust. Kind Home's customers do too: 800+ reviews, no-exclusions warranty. The site has to do that trust justice.

Parallel 2 · Domain Consolidation

TN-locked → national brand
Same mechanics as consolidating kindhomepainting.com and kindhomesolutions.com. Migrated cleanly, visibility improved.

Parallel 3 · Speed Unlocks Trust

C → A, TBT eliminated
You can't build trust on a page that stalls. Kind Home's 12/100 score is actively wasting trust you've already earned.

★ How to use this live

"Medical House Calls is probably the closest parallel to your situation. They had all the trust already built (reviews, reputation, established patient base), but their URL handcuffed them to Tennessee and their site was a C-grade performer. We rebuilt the site and migrated them to medicalhousecalls.com. Brand continuity went up, performance went from C to A, and now their trust actually reaches visitors. That's your situation with the painting vs solutions domains."
Case Study · Timeshare Exit · Financial Services

The One With the $2.5M Revenue Lift
Wesley Financial Group

A three-year downward trend in conversions and revenue, reversed. +2% conversion lift, +23% revenue, $2.5M annualized, delivered while traffic was down 30%. Proof that the site, not the top of the funnel, was the leak.

+2%
Conversion Rate Lift
On lower traffic
+23%
Revenue Growth
Reversed 3-yr decline
$2.5M
Annualized Revenue Impact
From CRO work alone
−30%
Traffic Over Same Period
Revenue still grew 23%
The Headline

The Story the Numbers Tell

This isn't a performance case study. This is a revenue case study.

−30%
Traffic
Organic + paid traffic declined during the same period the work was done
+2%
Conversion Rate
Absolute percentage-point lift. A massive swing in this industry
+23%
Revenue Growth
On less traffic. The site did more with fewer visitors
$2.5M
Annualized Impact
Stopped a three-year downward trend in revenue & conversions
!

The number that matters most

Traffic went down 30%. Revenue went up 23%. That's the definition of a site that's now pulling its weight. Every visitor is worth more than they used to be. This is exactly the leverage point for a paid-traffic business: the site is either multiplying your ad spend or dividing it.

Side-by-Side

Homepage: Before & After

Sixteen years of business crammed into a cluttered hero. Rebuilt to focus on one story: relief.

⟵ Beforewesleyfinancialgroup.com
Old Wesley Financial Group homepage
  • Busy hero competing for attention, no clear emotional hook
  • Multiple CTAs diluting action
  • Conversion path obscured. Prospects weren't landing on the right message
  • Three years of declining conversions and revenue
  • Industry already skeptical (timeshare exit). Site wasn't earning trust fast enough
After ⟶wesleyfinancialgroup.com
New Wesley Financial Group homepage
  • Emotionally-anchored hero speaking directly to timeshare owners
  • Single clear CTA path with survey-validated lead flow
  • Trust signals (case studies, press, team) on the conversion path, not buried
  • Compliance-aware copy that converts without inflating claims
  • Immediate revenue lift that reversed a 3-year decline
Hard Numbers

GTmetrix Performance (Supporting Metric)

Performance gains helped, but the real story here is what the copy, flow, and trust stack did to conversion rate.

Wesley GTmetrix comparison

Why Wesley Matters for Kind Home Painting

Parallel 1 · Revenue Math

Site = revenue multiplier
Kind Home is $7M behind on a $26M goal. If our work contributes 5% of that gap, that's $350K. Wesley shows the model works.

Parallel 2 · Conversion Over Traffic

+23% revenue on −30% traffic
You're already spending on ads. The fastest lever isn't more traffic. It's making every dollar Stephen spends hit a better page.

Parallel 3 · Stephen Was There

He ran the ads on this project
The same paid-ads manager you already trust. He saw the conversion lift firsthand, and his ad spend looked more effective overnight.

★ How to use this live

"This is the one Stephen was running ads on. Wesley Financial was three years into a downward trend in conversions and revenue. During the project we delivered a 2% conversion rate lift and 23% revenue growth, which works out to $2.5 million annualized. And here's the important part: traffic actually went down 30% during that same period. So the revenue growth didn't come from more visitors. It came from a site that finally pulled its weight. That's exactly what your situation looks like. You're spending money on ads, and the site is the leak."
Storystak · 3 Client Case Studies · Prepared for Kind Home Painting · April 2026