The problem this build solves
The typical roofing website is the same red-and-blue Elementor template every other roofer in the postcode is running. A stock-photo roof under a blue sky, three services, a silent quote form, and a “service areas” page that lists 30 suburbs in a paragraph and ranks for none of them.
Meanwhile a homeowner is on a phone typing “{suburb} re-roof cost” or “storm damage roofer near me” (high-intent, geo-bound, five-figure searches), and Google is sending them whoever looks like the best match for their suburb. Around 42% of all local-service clicks go to the top three results in the Map Pack (Backlinko 2024), and a fast site with a real drone hero is what catches those clicks.
Roofing is also the most expensive trade to buy leads for. A$228 average cost-per-lead on Google Ads, the priciest of any home-service trade, versus A$45 for the cheapest (LocaliQ 2025). When every lead is that expensive, the site has to convert the ones you already get. Most roofing sites don’t, because nothing on the page tells a buyer you’re the specialist, so they shop on price.
What the build looks like
The site (Astro, owned by you):
- 25 suburb pages. Each one a real ranking target with localised content, not one paragraph that name-drops suburb names.
- Drone aerial of your own finished COLORBOND® steel roof as the hero, colour-graded to a single steel accent (Monument is the default). The one asset a competitor running stock photos can’t fake.
- Bone-and-ink palette with that one COLORBOND® accent. It reads as a specialist and kills the red-and-blue template tell without a word.
- Outcome-split service pages: roof restoration, re-roofing and replacement, repairs, guttering. Each one ranks for its own intent.
- Tile-to-Colorbond page and a storm-damage / insurance-claim lane. The two highest-intent searches in the vertical, each with its own page and the right copy.
- “From” price anchors on the page: small repair, single-section re-roof, full re-roof. The visitor qualifies themselves before flipping to whoever publishes a number.
- Tap-to-call bar pinned to the bottom on mobile. The phone is always a thumb-press away.
- RoofingContractor, LocalBusiness, Service, FAQ, and Breadcrumb schema. Validated.
- Sub-2-second mobile LCP. Hand-coded Astro, not a WordPress build.
The reviews and trust layer:
- Trust block that does the selling: ABN, public liability, a written workmanship warranty separated from the product/material warranty, and the asbestos-removal ticket: the things that close a five-figure job, surfaced where the buyer reads them instead of buried in a footer.
- A note on licensing done honestly. In WA, metal roofing and cladding isn’t a separately licensed trade, but the roof-plumbing portion (gutters, downpipes, flashings) is. The build leads with ABN, insurance and a written warranty rather than inventing a “roofing licence” that doesn’t exist.
- Live Google reviews carousel near every CTA, not three hardcoded testimonials from 2022.
- Automated Google review request after every job sign-off. ACL-compliant parallel-path (no masking), with a steady stream of fresh reviews.
- AggregateRating and Review schema validated. Photo reviews prioritised, because Google rewards them with more visibility, and a roof review with the finished job in shot is worth more again.
The visibility layer:
- Google Business Profile setup, weekly posting, monthly photo refreshes. Handled in the retainer.
- Entity seeding across 12+ platforms (Google, Bing, ChatGPT, Perplexity, Claude, AI Overviews) so AI search starts citing the business. Most AU roofers haven’t touched this yet.
- A dynamic /llms.txt so AI crawlers get a clean, current summary of the business to quote.
- Monthly AI-mention check across the major LLMs.
- Map Pack rank tracking on the top 10 suburbs.
What the install gets you
Every lead into a roofing business is expensive: A$228 a head on paid, before a quote is even written. The build is sized so the traffic you already have stops leaking. A real drone hero, a trust stack buyers read, and a “from” price on the page turn browsers who’d otherwise bounce to a price-publisher into calls.
That isn’t a guarantee for any one business. Roofing results move with your photo library, your suburb mix, how the quote is presented, and how fast the owner actually answers the phone. But every component above is wired into the build on day one. No upsells, no extra modules.
What’s included
A productised one-off build plus a month-to-month retainer, quoted to your operation. Site, reviews, GBP, AI visibility, content engine, tracking. Yours from day one. Cancel the retainer any time after 90 days and the site, the suburb pages, the content, and the domain all stay with you.