How a Roofing Company Repositioned for Commercial Projects With a New Website
Core Web Vitals passed
repositioned for commercial
enquiry funnel with pre-qualification
The Challenge
SH Metal Roofing had outgrown their website. The business started as a one-man operation but had since grown into a full team with employees and the capacity for large-scale work. The old site was outdated and partially broken — some pages and features had stopped working entirely — and it still positioned the company as a small residential outfit.
The real problem: they wanted to move into commercial projects — bigger contracts, builders, property managers — but their online presence didn't reflect a company capable of handling that kind of work. Potential commercial clients would visit the site and bounce.
The Solution
We built a completely new website designed to position SH Metal Roofing as a serious commercial roofing contractor — not just another local tradie. Every design decision, from layout to copy to imagery, was made with B2B decision-makers in mind.
Brand repositioning
Shifted the entire online positioning from 'local roofer' to 'commercial metal roofing specialist'. Updated messaging, tone, and visual identity to speak directly to builders, project managers, and commercial property owners.
Commercial-focused website build
Built a fast, professional site structured around commercial capabilities — clear service breakdowns, project galleries showcasing large-scale work, and content written for builders and project managers, not homeowners.
Trust and credibility signals
Added project showcases, licensing and insurance details, team profiles, and safety certifications — everything a commercial client checks before sending an RFQ.
Lead funnel for B2B
Designed the enquiry flow specifically for commercial leads — project type selection, estimated scope, timeline fields. Filters out tyre-kickers and pre-qualifies serious enquiries.
The Results
Core Web Vitals passed
repositioned for commercial
enquiry funnel with pre-qualification
The new website completely changed how SH Metal Roofing presents to the market. Where the old site positioned them as a small residential outfit, the new site speaks directly to builders, project managers, and commercial property owners. The enquiry funnel pre-qualifies leads by project type and scope, filtering out small residential requests.
The website gave SH Metal Roofing the credibility they needed to compete for contracts they previously wouldn't have been considered for.
“I used to answer the phone mid-haircut just to not lose a booking. Now customers book themselves online and I can actually focus on the job — and enjoy my days off.
Bells Barbershop
Connor Bell
appointments per week
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