Trusted by growing brands · 5-star client feedback
Trusted by growing brands · 5-star client feedback
Urban Green Roofs
A conversion-focused Shopify store for Urban Green Roofs, turning a brochure-driven industry into one where customers can actually buy online.
Urban Green Roofs
A conversion-focused Shopify store for Urban Green Roofs, turning a brochure-driven industry into one where customers can actually buy online.
About
Urban Green Roofs needed a new ecommerce store. The green roof market is dominated by brochure websites, where competitors hide pricing behind enquiry forms, and buyers aren't actually able to purchase through their websites. The industry lacked transparent pricing, a clear path to purchase, and content that sells the benefits rather than just the specs. Urban Green Roofs has quality products and there was a gap in the market and opportunity for Urban Green Roofs to be the leader of these specialist types of roofing products. The challenge was to build a green roof store that actually converts, so we built a conversion-focused Shopify store designed around homeowners and home builders, giving them clear prices and a straightforward way to buy.
Year
Sep 21, 2026
Sep 21, 2026
Sep 21, 2026
Sep 21, 2026
Sep 21, 2026
Industry
Home & Garden
Home & Garden
Home & Garden
Home & Garden
Home & Garden
Type of work
New eCommerce Development
New eCommerce Development
New eCommerce Development
New eCommerce Development
New eCommerce Development
Timeline
2 Months
2 Months
2 Months
2 Months
2 Months
Website Link
www.urbangreenroofs.com
2 Months
www.urbangreenroofs.com
2 Months
www.urbangreenroofs.com
Notes
Conversion-focused built store
2 Months
Conversion-focused built store
2 Months
Conversion-focused built store
Challenges
The project started with competitor research and strategic positioning, benchmarking the leading players to find the gap. From there: • Defined five build commitments to guide every decision • Designed a guided buyer journey with visible pricing and direct purchase paths • Built a design system grounded in real green roof materials • Created an interactive cross-section hero showing each layer of the roof • Embedded trust signals and email capture throughout This wasn’t a catalogue online. It was a store built to sell.
Challenges
The project started with competitor research and strategic positioning, benchmarking the leading players to find the gap. From there: • Defined five build commitments to guide every decision • Designed a guided buyer journey with visible pricing and direct purchase paths • Built a design system grounded in real green roof materials • Created an interactive cross-section hero showing each layer of the roof • Embedded trust signals and email capture throughout This wasn’t a catalogue online. It was a store built to sell.
Challenges
The project started with competitor research and strategic positioning, benchmarking the leading players to find the gap. From there: • Defined five build commitments to guide every decision • Designed a guided buyer journey with visible pricing and direct purchase paths • Built a design system grounded in real green roof materials • Created an interactive cross-section hero showing each layer of the roof • Embedded trust signals and email capture throughout This wasn’t a catalogue online. It was a store built to sell.
The process
The project started with competitor research and strategic positioning, benchmarking the leading green roof brands to find the gap in the market. From there: • Defined five build commitments to guide every decision • Designed a guided buyer journey with visible pricing • Created direct purchase paths in place of enquiry forms • Built a design system grounded in real green roof materials • Developed an interactive cross-section hero showing each layer of the roof • Embedded trust signals and email capture throughout This wasn’t a catalogue online. It was: • A store built to educate • A store built to build trust • A store built to sell
The process
The project started with competitor research and strategic positioning, benchmarking the leading green roof brands to find the gap in the market. From there: • Defined five build commitments to guide every decision • Designed a guided buyer journey with visible pricing • Created direct purchase paths in place of enquiry forms • Built a design system grounded in real green roof materials • Developed an interactive cross-section hero showing each layer of the roof • Embedded trust signals and email capture throughout This wasn’t a catalogue online. It was: • A store built to educate • A store built to build trust • A store built to sell
The process
The project started with competitor research and strategic positioning, benchmarking the leading green roof brands to find the gap in the market. From there: • Defined five build commitments to guide every decision • Designed a guided buyer journey with visible pricing • Created direct purchase paths in place of enquiry forms • Built a design system grounded in real green roof materials • Developed an interactive cross-section hero showing each layer of the roof • Embedded trust signals and email capture throughout This wasn’t a catalogue online. It was: • A store built to educate • A store built to build trust • A store built to sell
The outcome
The result is a clear, modern ecommerce experience that positions UGR ahead of a market still stuck in brochure mode. • Transparent pricing and direct purchase paths • A guided journey that makes a technical product easy to buy • Strong, material-led brand presence • Email capture in place to support ongoing growth Urban Green Roofs now has a store that educates, builds trust and drives sales online.
The outcome
The result is a clear, modern ecommerce experience that positions UGR ahead of a market still stuck in brochure mode. • Transparent pricing and direct purchase paths • A guided journey that makes a technical product easy to buy • Strong, material-led brand presence • Email capture in place to support ongoing growth Urban Green Roofs now has a store that educates, builds trust and drives sales online.
The outcome
The result is a clear, modern ecommerce experience that positions UGR ahead of a market still stuck in brochure mode. • Transparent pricing and direct purchase paths • A guided journey that makes a technical product easy to buy • Strong, material-led brand presence • Email capture in place to support ongoing growth Urban Green Roofs now has a store that educates, builds trust and drives sales online.
