When Finish Line Roofing & Exteriors reached out, they had no website, no Google presence, and no way for homeowners to find them. In a market dominated by established competitors with hundreds of reviews, they needed to establish credibility fast—or risk staying invisible.
Finish Line Roofing & Exteriors is a new roofing company serving the Indianapolis area. Despite quality work and proper certifications, they were practically invisible online with only a Facebook page to their name. They came to me wanting a website in order to drive more leads online but also to build up credibility for their business.
Rather than just building a "brochure site," the goal was to create a marketing foundation that would position Finish Line as a credible local authority and generate inbound leads organically. This was done through optimizing the site for SEO, providing real, genuine and helpful content on the site and making sure the page load speeds were very fast.
This is how I approached their website.
I analyzed three top-ranking local competitors to identify what was working in the Indianapolis roofing market and where gaps existed. This revealed opportunities in site speed, local targeting, and content structure that we could exploit.
Through keyword research, I identified the exact search phrases homeowners use like "roof replacement Indianapolis" and "roof leak repair near me." The site architecture was built around these terms, with dedicated service and location pages that signal relevance to both Google and potential customers. By creating all of these pages, we set up a solid foundation for Finish Line Roofing and Exteriors to build their business on.
I designed a conversion-focused homepage that prioritized clarity over flash. Every element serves a purpose: prominent "Free Estimate" CTAs, clear service navigation, and trust signals placed strategically throughout the user journey. This designed was delivered to Finish Line Roofing to review before beginning the work to develop the new website. They were kept up-to-date with each step in the process so that they could have their say on any necessary changes as they were being made instead of having to wait until the end.
The site was built for speed and performance, ensuring it loads faster than competitor sites. This improves both user experience and search rankings, a critical advantage when homeowners are comparing multiple roofers. By helping them stand out in this area, they had something that helped them build credibility even before they had the number of reviews needed to compete.
I built a fast-loading, SEO-optimized website on Webflow that established immediate credibility even without reviews or an extensive portfolio. This website was setup in a way that Kyle could easily add new projects as his team completed them. Every paragraph and image was also easily updatable without needing me. This gives him full control over his website.
Within two weeks, Finish Line went from zero online presence to a professional digital footprint ready to compete.
With a 90+ score (out of 100) using Google's Lighthouse tool, Finish Line Roofing's new website is outperforming all local competitors in page load speed performance giving them a technical edge in search rankings.
Faster than 95% of roofing websites in the Indianapolis market, Finish Line Roofing is setup to reduce bounce rates, leading to capturing more leads and improving the overall user experience for their prospective customers.
The website is fully optimized for all devices, creating a mobile-optimized experience ensuring that homeowners can request estimates from any device.
The new website has clear CTAs, a professional design, and a simple way to navigate to the information the website visitor needs. This gives customers confidence in the brand that Finish Line Roofing is building, even without extensive reviews yet.
With pages for every service they offer and pages for every location that they do work in, Finish Line Roofing is positioned to capture organic traffic as their review profile grows. By creating relevancy in the industry but also in the local area, Google and their prospective customers know exactly what they do and where exactly they do it which is incredibly important for local roofing companies.
With a professionally designed website, Finish Line Roofing gets an immediate credibility boost against competitors with either no website at all or a website with messy and confusing design that makes it difficult on prospetive customers. By avoiding this, Finish Line Roofing is setup to make significant strides over their competitors.
Individual service pages for roof replacement, repair, and inspection define the common roofing services that Finish Line Roofing offers, but there are also pages for the exterior service and weather repair. Finish Line Roofing wants to be known as a "one stop shop" for weather repair home exterior repairs while still emphasizing the roofing services. The site structure reflects this and helps them reach this goal.
By having optimized landing pages for each service and town, Finish Line Roofing and Exteriors could now run paid ad campaigns for these pages. Each page has a clear call-to-action so that users who land on those pages can reach out to them.
The content structure remains scalable, adding new pages is easy and helps "future proof" the website as the business expands, no matter how Finish Line Roofing might pivot in the future, the website can handle those changes with ease.
The site gave Finish Line exactly what they needed: immediate credibility, a way to compete with established companies, and a foundation to convert search traffic into qualified leads from day one. They're no longer invisible, now they're competitive.
In a competitive local home services market, a fast and well organized website can outperform companies spending far more on marketing.
Before investing in ads, having a credible digital home base is essential for converting any traffic that you generate. This is done by having clear call-to-actions but also making sure the content on the page is setup to convert website visitors into customers. Build trust and relevancy to the visitors problems.
Local SEO is earned through relevancy and authority. By clearly defining services and locations through dedicated pages and good internal linking between the pages, Finish Line Roofing has built relevancy in the area and in the industry. By show casing the companies knowledge and certifications, they are building authority in the area and industry as well. This sets them up perfectly to begin attracting more customers online.
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