Case study / Website
Live product / 2026
AND Roofing
A contractor site built to win the search and the phone call.
A complete rebuild of and-roofing.com for AND Roofing LLC of St. Joseph, Missouri — local-SEO landing pages, real project photography, lead capture wired to the sales inbox, and a custom WordPress theme the crew can run themselves.
AN
WhiteSteed / AND Roofing
01 / The constraint
What needed to change
AND Roofing's old site wasn't earning its keep: thin pages, no local search footprint, and no reliable path from visitor to estimate. In roofing, the website's job is blunt — show up when a homeowner searches after a hailstorm, look more credible than the next three contractors, and convert that click into a phone call.
02 / The response
How I solved it
I started with competitor research, then rebuilt the site around what wins locally: dedicated pages for all five services and for each Northwest Missouri city served, real project photography with attributed five-star customer reviews, an interactive service-area map, LocalBusiness and FAQ structured data, and two estimate forms that deliver formatted, spam-filtered leads straight to the sales inbox with reply-to set to the homeowner.
03 / Build note
How it came together
This project shipped twice, on purpose. I built it first as a modern React app with prerendered per-route SEO, then ported the finished design pixel-for-pixel into a custom WordPress theme — with custom post types for projects, service areas, and stored leads — so the client owns a site on a platform their team already knows. A companion build, StormCheck, extends it with an AI-powered hail-damage lookup funnel that turns storm-season anxiety into qualified leads.
04 / Measured outcome
5
Service pages
4
City landing pages