Client Spotlight: Lifeline Children’s Services
Rewriting every page of FM Exteriors’ website to clearly communicate value, build trust, and convert more homeowners into leads.
Engagement at a Glance
FM Exteriors is a St. Louis-based remodeling company serving homeowners with roofing, siding, and exterior solutions. While their craftsmanship and referrals were strong, their website was no longer doing the heavy lifting their growth required.
A few of the outcomes from our engagement:
- Revenue grew from $700K to $1.7M within the first year after launching the rewritten site
- Fully rewrote every core website page to improve clarity and conversion
- Created a website foundation strong enough to support hiring an internal marketing director
- Entered record-breaking growth years, on pace to exceed $4M in revenue
The Challenge
FM Exteriors didn’t come to us needing more traffic. What they really needed was a website that worked.
They were navigating:
- Website copy that didn’t clearly explain what made them different
- Pages written from an internal perspective instead of the homeowner’s
- Missed opportunities to build trust and guide visitors to take action
- A growing company that had outpaced its existing website content and design
Like many established contractors, FM Exteriors had a solid reputation offline, but their website wasn’t telling the story clearly or confidently enough to support their next stage of growth.
The Solution
Our engagement focused exclusively on rewriting and redesigning the entire FM Exteriors website page by page.
Using StoryBrand-informed messaging principles, we:
- Rewrote all core service pages (roofing, siding, and exterior services)
- Clarified FM Exteriors’ positioning so homeowners immediately understood why to choose them
- Simplified language to focus on customer problems and outcomes
- Strengthened calls to action across the site to guide visitors toward the next step
- Ensured consistency in tone, structure, and message across every page
- Redesigned the site to make it fast and easy to navigate
The result was a website that clearly communicated trust and value, without overcomplicating the message.
The Results
The impact of a clear, customer-focused website was immediate and compounding.
Highlight wins include:
- Revenue growth from $700,000 to $1.7M in the first year after launch
- A website that consistently converts traffic into qualified homeowner and commercial property leads
- Confidence to hire an internal marketing director to scale marketing efforts
- Continued momentum with multiple record-breaking years following the rewrite
- On track to surpass $4M in annual revenue
By relaunching their website and adding 4 robust sales funnels, FM Exteriors gained a digital foundation that could scale alongside the business.
Quick Website Tip
If your website only reads like a resume, your ideal audience will leave.
The highest-converting service-based websites:
- Speak directly to the customer’s problem
- Clearly explain the solution
- Make the next step obvious
Clarity (rather than cleverness) is what drives growth.
Meet Our Client, FM Exteriors
FM Exteriors is a St. Louis–based exterior remodeling company specializing in roofing, siding, and exterior solutions. They help homeowners protect and enhance their homes through quality craftsmanship, clear communication, and dependable service.
They helped move us from $700k to $1.7M in 12 months
“We love our website and sales funnels. They’ve been key to our growth over the past year. They helped move us from $700k to $1.7M.”
— DJ Ficken, FM Exteriors
Let’s Talk
Your website should be your hardest-working salesperson.
Our partnership with FM Exteriors shows what can happen when every page of your website clearly communicates value and guides customers to take action.
If your site has outgrown your business, it might be time for a rewrite.
