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About

One trade, one deliverable, no retainers.

A roofing-only web practice for established U.S. contractors. One trade, so the research compounds instead of restarting on every client.

Start Paid Discovery Roofing Read the FAQ

Why the practice is this narrow.

I build websites for roofing companies and nothing else. Not because roofing is glamorous, but because a re-roof is a five-figure decision a homeowner researches for weeks and a facility manager researches for months. That is long enough for the answer they are given to decide who gets the job, and expensive enough that the site is worth building properly.

Staying in one trade means the query research, the entity model, and the schema work carry forward. The fourth roofing build starts where the third one ended. A generalist agency restarts that on every client and charges you for the learning curve.

What we refuse to sell.

No retainers, no lead resale, no ranking guarantees, and no rebuild we cannot justify from the audit. We take one roofing company per market at a time, which means accepting a client is turning down their competitor, and we decline applications in writing rather than take a fee we do not believe in.

What we are accountable for.

Shipping the build the blueprint specified, proving it with a post-launch crawl, and reporting citation coverage against a query set fixed before the work started. Four engagements are published as case studies on this site, client names withheld, every figure approved in writing by the company it belongs to. Read the case studies

D
Dan Founder, Roof-Rank
Why roofing only

Specialization is a technical advantage, not a positioning trick.

The reasons we do not take work outside roofing are the same reasons the work is good inside it.

The query set compounds

Every roofing engagement deepens the same query research: replacement cost, storm claims, material comparisons, commercial re-roof cycles. A generalist restarts that research on every project.

QUERY LIBRARY, CUMULATIVE
RESIDENTIAL +48 48
MULTI-MARKET +62 110
STORM CLAIMS +24 134
COMMERCIAL +30 164
SETS FIXED AT AUDIT164 QUERIES

The entity model is reusable

Roof types, materials, warranties, service areas, and claim processes are a stable ontology. We model it once, properly, and refine it.

ENTITY MODEL
ROOF TYPE6
MATERIAL14
WARRANTY9
CLAIM PROCESS5
MODELLED ONCEREFINED PER BUILD

The economics justify the build

High-ticket replacement work supports an asset at this price. Most trades do not, which is exactly why most trades get template sites.

ONE JOB AGAINST THE BUILD
RE-ROOF $50K
BUILD $15K
MOST TRADES $3K
WHY THEY GET TEMPLATESTHE TICKET

We can write like we know the trade

Answer-shaped copy only works if the answers are correct. Staying in one trade means the copy is written by people who know what a drip edge is and why a homeowner is asking.

ANSWER-FIRST PARAGRAPH
A drip edge is the metal flashing at the roof's edge that directs water into the gutter.
SENTENCE ONE ANSWERS THE QUERY
TRADE-CHECKED SOURCED CLIENT SIGN-OFF
Why this matters

The lead source decides the close rate.

LEAD SOURCE
ORGANIC / REFERRAL50–70%
COLD PAID ADS8–15%
SAME LEAD COUNT, DIFFERENT BUSINESS
50–70%
CLOSED

Organic closes better than paid

Leads that arrive through organic search and referral close at 50–70%. Cold paid-ad leads close at 8–15%. The same lead count is not the same business.

8–15%
COLD PAID
SPEND
CLOSES

The cold-traffic baseline

That is the close rate on cold paid traffic. It is why buying more clicks rarely fixes a roofing company's revenue problem, and why the structure of the site matters more than the media spend.

How it runs

Two phases, in this order, every time.

01 / DISCOVER

Paid Discovery Roofing

A paid, fixed-scope audit of your site, your market, and the questions your buyers ask. Ends in a written rebuild plan.

02 / BUILD

Website Rebuild Roofing

The blueprint gets built. Page architecture, structured data, internal-link model, and copy that answers those questions.

03 / LAUNCH

Launch and submission

Indexing submission, schema validation, llms.txt, and a post-launch crawl confirming every page shipped as specified.

The production stack we build on
EtchWPAutomatic.cssACF ProWS Form
Questions

About Roof-Rank.

Who do you work with?+

Established U.S. roofing contractors, past roughly $1M a year, with a site already live. Residential re-roofs, commercial and industrial systems, storm and claims work, inspections and repairs.

Who does the work?+

A small team: audit and query research, build, and copy. The person who runs your audit builds your site. No offshore content mill, no subcontracted rebuild, no account manager layer.

Do you take on competitors in the same market?+

One roofing company per market at a time. Building two sites to beat each other in the same city is not a service.

Can we see proof?+

Four engagements are published as case studies with the numbers in them. Client names are withheld under confidentiality agreements and every figure is approved in writing by the company it belongs to before it appears.

What if we already have an in-house developer?+

Then Paid Discovery Roofing may be all you need from us. The blueprint is written to be executable by anyone competent, and some clients want exactly that.

If you sell roof replacements, we should talk.

If you are not a fit, we say so in the first email.

Read the Paid Discovery letter See pricing