A new website for an architectural metal roofing company, with its search traffic carried over

• The site did not show the craftCopper, zinc and double-lock work looked like any other roofing company online
• One path for every visitorA homeowner and an architect landed on the same pages and had to find their own way
• Search traffic tied to a few old postsMost search visitors came through four old blog posts, and a careless move would have sent them to dead pages
• Enquiries tied to the old formsAd conversions and past enquiries lived inside the old site and its database

• Pages by materialProblemVisitors could not tell standing seam from copper or zinc work.What we didSeparate pages for standing seam, copper, zinc and metal cladding, each with real projects and the details that matter to that material.
• Real projects onlyProblemStock or generated photos would undercut a company that sells craft.What we didA portfolio built only from the company's own job photos, with each project named by place and material.
• A page for architects and buildersProblemProfessionals had nothing written for them.What we didA separate page for architects and builders, alongside the homeowner path from the first screen.
• An estimate that sends a leadProblemPrice questions came in with no project details.What we didA step-by-step estimate that explains what changes the price and sends every answer, with name and phone, straight to the company inbox.
• Search traffic carried overProblemOld addresses would have broken in the move.What we didThe four old posts that brought search visitors kept their addresses, every other old address redirects to its new page, and five new articles answer questions buyers ask before they call.
• Tracking carried overProblemAd conversions depended on the old forms.What we didThe new forms send the same conversion events, so Google Ads and Analytics kept counting enquiries from launch day. Search Console set up with the new sitemap.

The live website

• A site that matches the workCopper, zinc and double-lock roofs are shown the way the company builds them
• Enquiries with detailsThe estimate arrives with location, material and project answers, so the first call starts further along
• Search visitors keptThe pages people already found on Google still work at the same addresses
• Ads still measuredGoogle Ads and Analytics kept counting form enquiries through the switch