Website names has been redacted to protect client’s confidentiality.

ROOFING COMPANIES SERVICES
Affordable Roofing
We are one of the roofing companies in Libertyville that provides affordable roofing to our customers. We believe that it doesn’t have to be expensive to get the best roof to protect your home.

Roof Replacement
We provide quick and efficient roof replacement service in Libertyville because we understand how important your roof is to protect your home.

Roof Installation
Our roof installation service in Libertyville only uses the highest quality of materials to ensure that your roof can protect you and your family from any weather conditions it may face.

Roof Repair
When you wait on your roof repair, it can cause tremendous damage and will be costly to fix. Our roof company in Libertyville will always be there for you as fast as we can.

Leaking Roof Repair
Roof Repair Company is always here at your beck and call to fix your leak roof repair needs in Libertyville. We are only one call away!

The Challenge

Recently, I had the opportunity to work with a family-owned roofing business in Illinois that was looking to optimize their web presence. The client had established themselves as reliable contractors in their local market, but their website copy wasn’t effectively communicating their unique value proposition or generating the leads they needed.

When I first reviewed their existing copy, I noticed several issues:

  • Keyword stuffing that felt unnatural and disrupted the reading flow
  • Inconsistent messaging about their services
  • Limited emphasis on their unique selling points
  • No clear calls to action
  • Testimonials that weren’t strategically positioned

My Approach

1. Identifying Core Brand Values

Through in-depth conversations with the business owner, I identified their core brand values:

  • Family-owned operation with deep community roots
  • Commitment to affordability without sacrificing quality
  • Full-service approach that includes handling insurance claims
  • Licensed and bonded professionals with years of experience

2. Competitor Analysis

I conducted research on other roofing companies in their service area to identify:

  • Common service offerings in their market
  • Gaps in communication that our client could fill
  • Pricing positioning strategies
  • Content structure on high-performing sites

3. SEO Strategy Development

For this client, I developed an SEO strategy that focused on:

  • Location-specific keywords (their city + roofing services)
  • Long-tail service keywords (like “leaking roof repair” and “asphalt shingle installation”)
  • Natural keyword integration that maintained readability
  • Creating content clusters around their main service offerings

The Transformation

Homepage Overhaul

The homepage needed to immediately establish trust and highlight their comprehensive services. I restructured it to:

  • Lead with their years of experience and licensing credentials
  • Emphasize their family-owned status and community connection
  • Highlight their insurance claim assistance as a unique selling point
  • Create a clear value proposition around affordability and quality

Service Page Optimization

Each service received its own dedicated section with:

  • Clear, benefit-focused descriptions
  • Explanations of their process
  • Quality markers (materials used, techniques employed)
  • Service-specific calls to action

Social Proof Integration

I strategically positioned client testimonials throughout the site to:

  • Support specific service claims
  • Demonstrate their responsiveness (particularly for emergency repairs)
  • Highlight their craftsmanship and attention to detail
  • Build trust through authentic customer language

Results

While I can’t share specific metrics due to client confidentiality, the website transformation led to:

  1. A significant increase in organic search traffic within the first three months
  2. Higher conversion rates from website visitors to inquiry calls
  3. Improved engagement metrics, with visitors spending more time exploring service pages
  4. Multiple new leads specifically mentioning the insurance claim assistance

Key Takeaways from This Project

This case study demonstrates several important principles of effective website copywriting:

1. Balance SEO and Readability

While SEO is crucial, keyword stuffing damages the user experience. The roofing industry is particularly prone to this issue, with many companies cramming location + service keywords unnaturally into their content.

The solution: Create naturally flowing content that integrates keywords in a way that feels organic to the reader.

2. Differentiate Through Details

In a competitive service industry like roofing, the details matter. By highlighting specific credentials, warranties, and processes, we helped this client stand out from competitors offering seemingly identical services.

3. Address Pain Points Directly

For homeowners, roof issues are stressful and potentially expensive. By directly addressing concerns about cost, insurance, and quality, the new copy connected with potential customers on an emotional level.

4. Leverage Social Proof Strategically

Rather than relegating testimonials to a dedicated page where few visitors would see them, we integrated them throughout the site to support specific claims at the moment a potential customer might be experiencing doubt.

Conclusion

This roofing company case study demonstrates how strategic copywriting can transform a service-based business’s web presence. By focusing on the intersection of SEO best practices and compelling, customer-focused messaging, we created website copy that not only ranks better but converts more effectively.

If your service business is struggling to stand out online, the issue might not be what you offer—but how you’re communicating it. The right copy can bridge the gap between your excellent service and potential customers who need to understand why you’re their best choice.

Ready to Transform Your Website Copy?

Is your website working as hard as you do? Most business owners are leaving money on the table with copy that fails to connect with potential customers.

Stop losing leads to competitors with better messaging.

Contact me today for a free 30-minute website copy audit. I’ll identify three key opportunities to improve your conversion rate and provide actionable recommendations you can implement immediately.