Admiral Roofing Specialists have been fixing roofs in Hessle, Hull and Beverley since 1992. Paul and Kerry Southwell run the business from St Marys Close in Hessle. They are NFRC members and TrustMark registered, and customers write to thank them by name.
Their old website did not do them justice. Before I touched anything, I measured it properly, so I would have honest numbers to compare against later.
The challenge
- Slow on phones. The main content took between 5.4 and 12.5 seconds to appear on a typical mobile connection. Google's Lighthouse gave the mobile pages 54 to 70 out of 100.
- Heavy. The home page alone weighed about 10 MB on a phone, because the photos were uploaded straight from the camera at full size.
- A cookie banner covered the whole first screen on mobile, before a visitor had seen the firm's name or phone number.
- The phone numbers were muddled. Three different numbers appeared, and the click-to-call link did not match the number shown beside it.
- Not much to read. Five pages, with no room to explain each service, plus heading and accessibility problems that made the site harder to use with a screen reader.
- Out of date. It showed a 2025 copyright, a testimonial that appeared twice, and no security headers.
What I did
- Rebuilt the site from scratch as a fast, hand-built site with no page builder and no tracking.
- Wrote a page for each service. There are now 9 service pages, from roof repairs and slate and tile to fascias, leadwork and Velux windows, each with plain answers to the questions people actually ask. With About, Areas, Our work and Contact, the site grows from 5 pages to 20, including the legal pages.
- Used Admiral's own photos. Their vans and their jobs, compressed into AVIF and sized for each screen.
- Made one phone number the main one. 01482 627895 is the main number everywhere: in the buttons, the sticky Call now bar on phones, and the information Google reads.
- Removed the cookie banner by removing the reason for it. The site does not track visitors, so there is nothing to consent to.
- Put the trust signals up front. NFRC and TrustMark membership, company and VAT numbers, a written workmanship guarantee, and a link to Admiral's Google profile.
- Built it to be accessible. Proper headings, alt text on every image, a skip link, and good colour contrast.
- Moved house carefully. Every old web address redirects permanently, in one step, to its new page, so links and search rankings carry over. I added modern security headers, including HSTS, and a fresh SSL certificate.
The results
Measured with the same tools, the same settings and the same pages. Before is 1 October 2026. After is 19 October 2026. The full reports are the before report, 1 October 2026 (PDF, 6.8 MB) and the after report, 19 October 2026 (PDF, 3.5 MB).
Admiral Roofing website measurements before 1 October 2026 and after 19 October 2026
| Measure |
Before1 October 2026 |
After19 October 2026 |
| Mobile speed score (Google Lighthouse) |
54–70 |
99–100 |
| Desktop speed score |
64–89 |
100 |
| Time for the main content to appear on a phone |
5.4–12.5 seconds |
1.6–1.9 seconds |
| Home page images on a phone |
10.0 MB |
0.08 MB |
| Layout shifting while loading (desktop, Contact page) |
0.839 |
0.006 |
| Accessibility score (Lighthouse) |
91–94 |
100 |
| Serious accessibility issues found by axe |
1–3 per page |
0 |
| Security headers |
0 of 6 |
6 of 6 |
| Pages Google can index |
5 |
20 |
| Cookie banner on first visit |
Covered the whole phone screen |
None needed |
Every page I measured now passes Google's good mark for loading speed, visual stability and responsiveness in lab tests.
Real-visitor data from Google is not available yet, because the site is new. I will add it once there is enough traffic.
The first visit
The same homepage on a desktop, above the fold, before the rebuild and after it.
What is next
- I am helping Admiral gain more Google reviews from recent customers.
- I am setting up the social media accounts, and correcting the old ones.
