Roofing website design
Roofing website design: Kingpin Construction
A one-day roofer, with a website that works as hard.
This roofing website design case study follows Kingpin Construction, a Geneva, Ohio roofing, gutter and siding company with 337 five-star Google reviews. Their old Wix site undersold a crew that finishes most roofs in a single day. We rebuilt it on WordPress around real job photos, four clear promises and pages built to rank. It now ranks for 48 keywords, the most in the site’s history.
CLIENT
LOCATION
SERVICES
PLATFORM
CREDENTIALS
WHAT WE DID
kingpin-construction.com, live in October 2026
337
48
25
#1
Where it started
A great roofer with a forgettable website.
Kingpin Construction is the kind of roofer homeowners tell their neighbors about. Four crews, eight to ten roofs a week, most of them torn off and finished in a single day. An Owens Corning Preferred Contractor with 337 Google reviews, every one of them five stars.
None of that came through online. The business ran on a Wix site with generic stock photography, and for more than two years Semrush never counted more than 16 ranking keywords for it. The reputation was real. The website just was not telling the story.
The brief was clear: move to WordPress, show the real crews and the real roofs, put the reviews everywhere, and build pages that rank across four counties.
Apr 2024
Dec 2025
Jun 2026
Jul 2026
Jul 2026
Summer 2026
Sept 2026
Today
The build
Real crews. Real roofs. Real reviews.
A homeowner choosing a roofer is choosing who gets to tear the roof off their house. The site had to earn that trust in seconds, then make it easy to ask for a quote.
A homepage built on proof
The headline says what makes Kingpin different: one-day roof replacement. Right under it sit the Owens Corning, BBB and VELUX credentials, then the numbers that back it up. One day for most installs, a 50 year manufacturer’s warranty, eight to ten roofs every week.
From there the page walks through the services, the four promises, a full install day from tear-off at seven to the final walk at four thirty, the complete exterior package, metal roofing and storm damage help. Every section ends with a way to get a quote or call.
- Real job photos from Kingpin's own crews in place of stock images.
- Phone in text and a sticky call bar on every mobile page.
The pages we built
6
4
3
1,250
92
25
The full build, delivered as native Elementor templates the team can edit.
Four promises, no fine print
Kingpin already stood behind its work. We turned that into four promises that show up across the site: the one-day install, a spotless property with a magnetic nail sweep and full haul-away, a 10 year workmanship warranty on top of the Owens Corning warranty, and a make-it-right promise.
Just as important was what the site does not say. No promises of financing, round-the-clock emergency service or same-day repairs, because Kingpin does not offer them. Every claim on the site is one the crews deliver.
Built to rank, built to track
Each service, roof replacement, roof repair, roof inspection, gutters and leafguard, siding and metal roofing, got its own page with at least 1,250 words of real, local copy. County pages for Lake, Ashtabula, Geauga and Cuyahoga connect the business to every town it serves, with Geneva as the consistent home address.
Behind the scenes, the quote form feeds Kingpin’s Roofr account, a dedicated thank-you page fires Google Ads conversions, and head scripts handle analytics and call tracking. Every lead can be traced back to the page and the ad that produced it.
Where it ranks on Google, US
#1
#2
#13
#17
Ubersuggest organic positions, US, October 2026.
The playbook
Roofing website design that closes the gap.
When a roofer’s reputation is stronger than its website, the fix is not a prettier template. It is a site that tells the true story and makes it easy to act on.
Real photography
Job photos from Kingpin's own Facebook gallery in every section, never stock.
Reviews everywhere
337 five-star Google reviews shown live on the home, reviews and thank-you pages.
Service depth
Six service pages and a hub, each with 1,250 or more words of local copy.
Four counties
Lake, Ashtabula, Geauga and Cuyahoga service area pages with consistent Geneva details.
Mobile first contact
Tap-to-call links everywhere and a sticky call bar on every phone screen.
Tracked leads
Roofr quote form, a thank-you redirect for Ads conversions and call tracking.
The results
Two years flat. Now a new high.
For more than two years the old site sat between 3 and 16 ranking keywords. Through summer 2026 that changed: 23 keywords in June, 46 in July and 48 by September, the most the domain has ever ranked for. Semrush now estimates 149 organic visits a month, the brand ranks #1 for its own name and #2 for its reviews, and the new county pages are starting to show for searches like roofers in Ashtabula. With the rebuilt site live since late summer, most of its growth is still ahead.
Ranking organic keywords, US
Source: Semrush, Apr 2024 to Sept 2026
48
149
36
5.0
After launch
A site that keeps growing.
Launch was not the finish line. After Kingpin’s team reviewed the live site, we added a full warranty page that explains both warranties and how to keep them valid, a garage builds and small additions page, a metal roofing section and an insurance help section on the homepage.
The services hub was rebuilt into a compact grid of photo tiles, each using the real hero photo from its service page, because the client loves seeing their own work. That is how a website should evolve: from what the business actually does and what its customers respond to.
What it proves
Your reputation belongs on your website.
Kingpin did not need a new story. It needed a website that told the one it already had: real crews, real roofs, one-day installs and a wall of five-star reviews. Now the site matches the business, and search is starting to follow.
If your work is better than your website, the same rebuild is open to you.
337
1 day
25
48
15 minutes. A plan, not a pitch.
Is your website as good as your work?
Tell us about your business and where you want it to go. We will show you what it takes, whether or not you hire us.