+1 (910) 262‑5540 Free SEO Audit

Licensed roofing contractor · Florida

Roofing website rebuilt after the platform became the ceiling

We spent several months doing SEO on the site Florida's Best Roofing already had, and nothing moved that the client could see. The ceiling turned out to be the platform underneath: an aging install running a page builder that no longer had anyone maintaining it. We took that diagnosis back with a proposal to rebuild, and the client approved it — new design, our own engine, a chat that answers after hours. They report conversions up 150%.

Web developmentSEOCustom engine
Open the live site See how we ran it
The Florida's Best Roofing home page as it ships today The Florida's Best Roofing home page on a phone

At a glance

The project in one screen

Client
Florida's Best Roofing
Industry
Licensed roofing contractor
Location
Florida
Services
New design, custom engine, on‑site chat, technical and on‑page SEO, link building
Timeline
Several months of SEO on the old build first; live now, SEO and link building ongoing
Platform
Custom in‑house site engine, migrated off an unsupported page builder
Headline result
+150% conversions, calls and forms (client-reported)
Custom in‑house site engineMigration off an unsupported page builderOn‑site AI chatFull technical SEO passOn‑page optimizationLink building (ongoing)Light-mode 1920px design master

The starting point

Months of SEO on a platform that could not carry it

Florida's Best Roofing is a licensed Florida roofing contractor with substantial experience behind it, and it was still losing ground in search visibility. The brief when we started was straightforward: bring in more customers, SEO included. We worked the site they had for several months. Nothing moved that the client could see. What set the ceiling was specific — a page builder that had lost support, sitting on an aging install, deciding the markup and blocking the technical work the site needed. WordPress itself was never the charge here. Continuing to optimize under that build would have been us charging for motion, so we went back with a platform diagnosis and a proposal to rebuild. They approved it.

  • Several months of SEO on that build produced no result visible to the client.
  • The page builder had lost support, so every fix meant working around a dependency nobody was maintaining.
  • The design was dated and the site loaded slowly, both of which the client felt before we said anything.
  • A company with significant experience in the trade was losing positions in search visibility to lighter competitors.

What we built

The engineering behind it

01

A custom engine in place of an unsupported page builder

The old site ran WordPress on a page builder that had lost support, on an install old enough that every fix worked around a dependency with nobody upstream. We proposed replacing the platform with our own engine, and the client approved it. The argument we made was that a purpose-built engine gives this business what a general-purpose CMS or an off‑the-shelf builder cannot hold for it here: a modern, fast site with no plugin stack to keep compatible and no theme update that can break a layout.

02

Full technical optimization and on‑page work

With the new build in place we ran a full technical optimization of the site and then worked it page by page. That was the half of the job the old platform had been blocking. On the builder theme the markup was decided for us, and no amount of on‑page work could reach past it.

03

A chat that answers roof questions at 11pm

The rebuild shipped with an AI chat, sitting on the page alongside the phone number and the request form. Roofing questions arrive at night and during weather, when nobody is at the desk. The chat is there for the visitor who wants an answer before they are ready to fill anything in, at the hour when the alternative is closing the tab.

04

Both contact paths kept on the page

The site converts through two channels, and the client reports growth in both: phone calls and forms submitted on the site. That split matters for a roofer. Some homeowners want to talk to a person the moment they see a stain on the ceiling, and some will type before they will dial. A site that serves only one of them loses the other, so both paths stay visible.

Design and devices

Where the phone number sits, and what moved to make room

The rebuild was drawn as a light-mode design at 1920px, and that design file is what the build was made from. The stated goal of the redesign was usability: remove the steps between a homeowner with a problem and a specific answer. Roofing gets bought under pressure, often after weather, usually from whoever looks most competent in the first thirty seconds. So contact is the easiest thing on the page, and the steps that used to stand in front of it came out.

  • Light palette, 1920px master design, on file as the reference the build was made against.
  • The phone number and the request form both stay in reach, because the client reports the increase arrived through both.
  • Usability was the explicit objective of the redesign, and the client's account of what followed is the measure we have of it: growth in search and more inquiries.
  • The dated, slow-loading old build set the bar the new engine had to clear.
Florida's Best Roofing on a phone screen

Service and location pages

Roofing services page
The services page: what the crews actually do
Roof repair Palm Coast page
A service crossed with a place: roof repair in Palm Coast and northeast Florida

What came of it

Results

After the rebuild the client reports the site began climbing in search and holding leading positions on the terms that matter to them locally. We are repeating their read there, because we have no position export to publish alongside it. The number we put our name to is the one they measured on their end: conversions up 150%, with the increase showing in both channels, phone calls and web forms. The other change they report is newer and matters more over the next two years, which is that the site started appearing inside AI‑generated answers. Link building is running now and is not finished, so the authority side of this story is still being written, and we would rather say that plainly than present it as done.

+150%

conversions, phone calls and site forms togetherClient-reported.

Both

channels up, the phone and the web formClient-reported.

Observed

appearances in AI answers after the rebuildClient-reported.

Showing up in AI answers

One of the changes the client noticed after the rebuild is that the site started appearing inside AI‑generated answers. Assistants can only repeat what they can read, and the old build gave them a slow, dated page assembled by a builder nobody was maintaining. What replaced it is a fast site on our own engine, a full technical optimization pass, on‑page work, and copy written to state plainly what the business does and where it works. We treat AI answer visibility the way we treat any placement we do not control: build the conditions, then report what we observe. No assistant guarantees a citation, and no monitoring tool is tracking these appearances over time.

How we ran it

The work plan, in order

Every project runs on a written plan. This is how this one ran.

  1. 01

    Work the existing site first

    We do not open with a rebuild. We ran SEO on the existing build for several months, because improving a site is cheaper and faster for the client than replacing it. Only when that work produced nothing the client could see did we go back with a platform diagnosis.

  2. 02

    Name the ceiling and get it approved

    We showed the client what the old build was costing them: a page builder that had lost support, an aging install, a dated design and slow loading, on a business that had every reason to be visible. The rebuild proposal was theirs to approve or refuse, with the reasoning on the table. They approved it.

  3. 03

    Design the new site

    A light-mode design drawn at 1920px, made around one goal the client signed off on: usability. Fewer steps between a homeowner with a roof problem and a specific answer, with the contact paths kept in reach throughout.

  4. 04

    Move onto the new platform

    Our own engine replaced the old install and its builder, and the content came across onto it. What the engine buys this business is a stack with no plugin dependencies to keep compatible and no theme update that can break a layout.

  5. 05

    Technical and on‑page optimization

    A full technical optimization pass on the new build, then on‑page work across the site: the half of the job the old platform had been blocking.

  6. 06

    Keep going after launch

    Link building is running now and is not finished. Search positions and appearances in AI answers are watched as part of the same ongoing work.

Straight answers

Questions about this build

Yours is probably close to one of these. If not, ask it directly.

Ask about your project
Why replace the platform instead of fixing it?
Usually you should fix it, and that is what we tried first. We spent several months on SEO against the existing build and the client saw no movement. The thing setting the ceiling here was specific: a page builder that had lost support, on an aging install, deciding the markup and blocking the technical work the site needed, with nobody upstream maintaining it. WordPress itself was never the charge, and we ship WordPress builds where the install is current and the stack is supported. When the platform sets the ceiling, optimizing under it is billable motion. That call is a judgment, and we made it out loud before touching anything.
Does a rebuild put existing rankings at risk?
Yes, if it is handled carelessly. The protection is unglamorous: keep or map every URL, carry the content across, keep the sitemap accurate, and launch with redirects tested. In this project the client reports the site climbed after the rebuild, but we plan for a dip and watch for one every time.
How does a site end up inside an AI answer?
By being readable and worth quoting to a machine, which mostly means the same technical hygiene and plain, direct page copy that search rewards. We shipped a new build with a full technical pass, and the client reports the site started showing up in AI answers afterward. Nobody controls what an assistant says. We build the conditions and report what we see.
Do you only work with contractors in Florida?
No. The pattern in this case, a licensed trade business with real experience losing ground online, repeats in every state. The local parts get rewritten for the market the client actually works in.

Same team, same method

Your project, next

Tell us what you sell and where you sell it. You get a plan like the one above, with the first step priced out and dated before anything starts.

Start your project All case studies
No spam 100% confidential Answer within 24 hours