Novaway — a conversion redesign for a Chicago remodelling company

Novaway (novawayusa.com) is a Chicago and Naperville remodelling company: bathrooms, basements, water-damage repairs and insurance-claim work. The old site was just a business card, and the owner needed pages that convince people to request an estimate. We redesigned it for conversion: designed the layout in Figma, built the Bathrooms and Basements landing pages and the home page, wrote a custom WordPress theme, put together project galleries from the owner’s photos and moved everything to his hosting.

Technology stack

WordPress with a custom theme replacing the old ACF Pro one: page blocks are edited through our own fields engine, each block can be switched on separately, and the header and footer are configured once. Projects are a separate post type with a gallery and lightbox. Forms run on Contact Form 7 with photo uploads, SEO on Rank Math as before. The site runs on GoDaddy Managed WordPress behind Cloudflare.

Page logic

Someone planning a bathroom remodel compares several contractors and worries about hidden extras. So the landing page answers their questions in order: what the work includes, what sets contractors apart, what an estimate should spell out, how the work goes from first call to a written scope, real projects, reviews, service areas and a form. We built Bathrooms to the design within ±2 px and made Basements on the same template with the client’s copy.

The home page

The home page routes to the two main lines and shows proof straight away: why homeowners choose Novaway, real projects, Google reviews, an insurance-claim block, the cities the company covers and the estimate form.

Project galleries

From the owner’s photos we put together 10 project galleries, grouping shots by job and room and giving each a descriptive name. Every project has its own page with a description and lightbox, and selected work appears on the home and landing pages.

The estimate form

In remodelling the easiest thing for a customer is to send a few photos, so the form is just name, phone, a comment and a photo upload button. Basements have their own form with a ZIP code and a styled project-type dropdown.

Launch

We built the new site on a copy of the old one on our server, moved the old pages across into the new design, and then moved everything to the client’s hosting. After launch we worked through the client’s list of fixes: phone number, company name, menu.

The mobile version

The layout is checked at every width from 1920 down to 320 px with no horizontal scrolling: on phones the estimate button runs full width right under the headline, and the trust points become a compact grid.

Summary

We delivered the Figma design, the landing pages and home page, a custom WordPress theme replacing the old one, project galleries from the owner’s photos, forms with photo upload, the move to the client’s hosting and post-launch fixes.