SEO for Roofers: How We Increased DroCo Roofing's Clicks by +84% in 30 Days

A Complete Website Redesign. DroCo Roofing's website was incredibly basic in its design, from the UX to the color scheme and lack of quality images. The site looked somewhat dated, using a basic free WordPress theme, one main color, and exactly zero visual appeal. To put it bluntly, the website lacked the necessary oomph it needed to compete with DroCo's competitor's websites. The homepage lacked valuable content and important sections that would improve DroCo's SEO.

David wanted his website to be modernized and have a more impressive-looking design akin to some of his competitors, but without directly ripping off his competitors.

With that in mind, I created a staging site and began hammering away at a design using a child version of the tagdiv Newspaper theme (my personal favorite).

Instead of using the current site's main color (a slate blue), I wanted a bolder color. I ended up focusing on a more true blue/royal blue (that I took from their fleet vehicle) as the main color, and used the slate blue as a secondary color, scattered throughout the site. The new colorway gave DroCo Roofing a much bolder and modernized look.

I Cleaned Up Their Previous Developer's Mess. Upon taking on DroCo Roofing's new site design, it was clear that his previous developer was using old SEO tactics - both in UX/design and content strategy.

You see, even as recent as five years ago, SEO "experts" were able to create what are now referred to as Doorway Pages (pages created with every permutation of a set of target keywords). On local service business websites, you would typically see separate pages for things like 'roofing in akron', 'metal roofing in akron', 'siding in akron', 'roof installation in akron', 'roof repair in akron', etc. And, you would see these permutations for EACH service location (so multiply that by 12 cities). This is an old tactic that used to work very well, but has been treated as spam for the past few years.

The proper way to build out pages on a local service business site is to first create pages dedicated to each service, then create pages dedicated to each location. This is exactly the tactic we implemented in DroCo's new design.

I Improved Technical SEO. Obviously, technical SEO is super important, and when you're hiring a site developer, you want to ensure you have a proper SEO expert take a look at the coding and other technical aspects of the site.

In DroCo's case, there were a lot of technical issues that needed correcting. First, I had to properly implement 301 redirects for any of the 404s created from deleting the site's doorway pages. Then, once the initial new site design was finalized, I implemented pagespeed improvements to ensure the site was passing Core Web Vitals. In DroCo's case, his homepage's pagespeed was greatly reduced by a large video file loading in the background of the top hero section. Not only was the file too large, causing a major delay in loading times and poor user experience, but it was the wrong file type being used. The proper way to implement video above the fold is to have it load with an image facade and only load the video when the user takes action (scrolls or clicks on the page).

We actually moved away from the video background entirely, as it was a stock video that didn't properly showcase DroCo's incredible roofs.

I Fully Optimized Their GBP.

As a local service business, your Google Business Profile is essential for your online success. David had already noted that the GBP was ranking well in the map pack, so I definitely had to be tactful to ensure we didn't lose any of those map pack rankings. With that in mind, I made a point (as I always do!) to optimize their 'From the Business' section so that it uses all available 750 characters. We included super valuable information about the business, as well as some core target keywords.

Then, I made sure the GBP's business categories were properly set and included all of the tags they should. Finally, I made sure to add each service area location to DroCo's profile.

Added 30+ Local Citations.

You can have all of the best on-page SEO implementations you want, but you're still not going to get very far without backlinks and citations. If you're a local service business, local directory listings are what you should start with. Then, get listed in the broader business directories. With DroCo, that's exactly what we did, and now the brand is featured (with proper NAP!) on Houzz, Porch.com, Provenexpert.com, and more!