Roofing Craftsmen

Challenge

Roofing Craftsmen had been in business in California’s Bay area for many years and had a solid reputation as a reliable, high quality roofer. But new competitors were constantly starting up. And what they lacked in roofing experience, they made up for with flashy websites, pushy sales tactics and aggressive advertising. Roofing Craftsmen knew it was time to step up their game.

Solution

Owner Jose Escalante contacted Susan Greene to rewrite his website’s copy. His priority was to let prospective customers know how Roofing Craftsmen, with its long roofing history, was different than most of the other local roofers. It used proven materials and had an experienced roofing team.

Jose also prided himself on being honest, a quality that can be in short supply among fly-by-night roofers. Those were the key thoughts Jose wanted to convey. Susan wrote the following home page:

Jose also asked Susan to include critical information that would educate consumers. He wanted to explain that not all roofers were the same. Who you chose to install the roof was just as important as the roofing materials. He wanted to encourage prospects to get multiple quotes from roofing companies and then accurately evaluate those bids before making a choice.

Result

Susan created content that almost read like a personal letter to the prospect. The new web copy helped Roofing Craftsmen improve its ranking on Google as well as convert more visitors to their website into qualified prospects who requested a free quote on their roof.

Here's what the client said about the copy: