A North Richland Hills commercial roofing and waterproofing contractor with 205 combined years of leadership and field supervision, $300M+ installed over their leadership's careers, and a client roster that includes Macy's, Pfizer, Wells Fargo, and Ben E. Keith. The site had to speak to the people who sign commercial roofing contracts — facility directors, property managers, and GCs — not homeowners. Built the brand strategy, wrote all 59 pages, and structured the site around 14 services, 8 industries, and a service area spanning 10 DFW counties and 13 states.
Strategic Approach
Position AVID as the accountable choice in commercial roofing: manufacturer-certified crews, a named project manager on every job who reports daily, and leadership that has personally installed more roofing than most competitors' entire companies. Every page answers the question a commercial buyer actually asks — who is responsible when something goes wrong?
Brand Positioning
- Large-envelope commercial and industrial roofing: TPO, PVC, EPDM, modified bitumen, standing seam metal
- Manufacturer-certified installer for
Sika Sarnafil, Siplast, Garland, Johns Manville, and FiberTite — warranties that hold in year 18
- Dedicated project manager on every project,
answering to the client by name with a written daily report
- Same-hour emergency response
on active leaks over inventory and operations
- Honest candidacy assessment on coatings and restoration —
no coating over a failing roof; 13+ state service footprint anchored in DFW
Core Deliverables
Website Content Development
- 14 commercial service pages: emergency service, design-build reroof, architectural sheet metal, roof asset management, coating, waterproofing, and more
- 8 industry pages with 48 targeted FAQs covering retail, medical, industrial, hospitality, office, restaurant, and specialty facilities
- Project portfolio with four waterproofing case studies: The Shops at La Cantera (130,000 sq ft Sarnafil PVC reroof), Good Shepherd Longview (56,000 sq ft acrylic coating), Macy's, and Ben E. Keith
- Leadership, safety, and suppliers pages built from the prequalification statement of record
- Legal suite: Terms, Privacy Policy, Disclaimer
- Marketing copy that reads like a contractor who has been on the roof, not an agency that hasn't
SEO Implementation
- Keyword targeting for commercial roofing, roof coating, waterproofing, and design-build terms across DFW
- Service-area architecture: 10 county pages, 10 Tarrant County city pages, 14 state pages
- Complete URL architecture with 301 redirect map from the legacy site
- 59-page metadata set with H1/H2 strategy targeting commercial buyer searches
- FAQPage schema across industry pages; Google Analytics, Search Console, and Tag Manager integration
Brand Messaging Framework
- Direct, trade-literate tone that respects the buyer's technical knowledge
- Messaging pillars: Manufacturer certification, Named accountability, Leadership tenure
- Strong CTAs for emergency dispatch, roof assessments, and project inquiries
Print & Collateral
- Roof Asset Assessment trifold (print-ready, duplex) with Emergency Leak Response Triage Agreement on the reverse
- Fleet vehicle render template for the F-350 service trucks
- Pre-launch brand strategy document with five custom charts
Target Audience
Primary:
Facility managers, commercial property owners, and property management firms across DFW and the 13-state service area
Secondary:
General contractors, architects, and roof consultants specifying reroofs and waterproofing scopes
Expected Outcomes
- Top organic rankings for commercial roofing and waterproofing terms across DFW counties and cities
- Qualified inquiries from facility decision-makers via assessment and emergency forms
- Elevated perception as a manufacturer-certified, accountable commercial contractor
- Clear paths from service or industry discovery to a scheduled assessment
Success Metrics
- Organic traffic growth 30%+ in first 6 months post-launch
- Assessment inquiry conversion >3% of targeted visitors
- Bounce rate <40%, session duration >2:30 on service and industry pages
- Trackable ROI through form submissions, emergency dispatch calls, and analytics
Results
- Site launched June 2026 on Duda with 100% uptime since launch
- 59 pages, 14 services, 8 industries, 34 service-area pages delivered as a single principal-led engagement
- Three interactive homepage directions built as full 11-page sites before design selection
