Roaming Empire Media
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Commercial roofing contractor

How we rebuilt and grew a commercial roofing contractor's website

Brazos Urethane, a commercial roofing contractor, had the same WordPress site from at least 2019. We rebuilt it in July 2025, and we have kept working on it since April 2026.

Business
Commercial roofing contractor
What we did
The website rebuild, then search and site work
When
Since July 2025

What we found

An old site, and no numbers left to compare

Before the rebuild, the site was an older WordPress theme set up for an online store. Every readable capture in the Internet Archive from 2019 to 19 June 2025 shows the same site. Google's Search Console no longer holds the old site's months, so the results below start after the rebuild, and the rebuild's own effect cannot be shown.

The old site, as the Internet Archive captured it on 19 June 2025
The rebuilt site's first capture, 8 August 2025. Most images were not archived, so only the layout shows.

What we did

The work, in three steps

  1. We looked at where they show up

    We checked who mentions and links to the business. From April 2026, we read which searches it showed up in and which to fix first.

  2. We built new pages

    Alongside that, we added city pages and structured data, and reworked nine service and company pages in July 2026.

  3. We monitor it and keep improving

    We check its Search Console every month and keep working on what it shows. The next steps are below.

Problems and fixes

What went wrong, what we did, what's next

  • Some searches slipped

    Found
    Some searches moved down in average position: waterproofing for commercial and residential, 8.1 to 15.8; commercial spray foam roofing systems, 25.7 to 29.1; polyurethane foam roofing, 35.8 to 40.6.
    Done
    We found them by comparing average positions across the two periods.
    Next
    Next, we rework the pages those searches land on.

  • Seen, but rarely clicked

    Found
    The searches that gained the most visibility brought very few clicks.
    Done
    A review of the site's data found much of that visibility is low-value, so this page leads with clicks.
    Next
    Next, we rewrite the titles and descriptions those searches show, aiming to earn the click.

  • Slow on phones

    Found
    In a lab test on 4 October 2026, the three pages we measure took 10.5 to 12.5 seconds to show their main content on a phone.
    Done
    Page caching and image compression have been in place since April 2026.
    Next
    Next, we shrink more of the media those pages load.

Page speed is a lab reading: Lighthouse, on a phone, the median of three runs.

What changed

What changed in Google search

20.8%

More clicks from Google search

What this means Clicks from Google to the site rose in the six months of ongoing work, against the six months before.

8.3

Average position for commercial polyurethane services, from 20.1

What this means In these six months the site showed on Google's first page for this search, on average, with no clicks.

14.1

Average position for commercial waterproofing, from 33.2

What this means On average, this search went from the fourth page of Google's results to the second.

Most of these clicks come from searches for the company's name. Next, we go after more searches from people who don't know it.

A lower position is better: the top result is position one.

See the numbers

Two periods of 181 days each, both after Google changed its reporting in September 2025. Before the ongoing work: 3 October 2025 to 1 April 2026. During it: 2 April to 29 September 2026.

20.8%

More clicks from Google search during ongoing work: 1,172 against 970

Search Console, read 4 October 2026

Three searches moved up, by average position: commercial waterproofing, 33.2 to 14.1; spf roofing, 45.0 to 18.7; commercial polyurethane services, 20.1 to 8.3. Between them, one click in the second period.

11.0%

More clicks in the 111 days from 12 May 2026 than the 111 before

Quoted from the business's own review of Search Console

Most clicks Google ties to a search come from people searching for the company by name. Clicks on other named searches stay close to zero; the rest are tied to no search, and those grew. In the business's own review, every click not on a search for its name, untied ones included, rose 10.4%.

The highest month is August 2025, before Google's reporting change. Since October 2025, monthly clicks have ranged from 108 in December 2025 to 236 in August 2026. July 2025 has 15 days of data and September 2026 has 29.

Clicks from Google search by month, 17 July 2025 to 29 September 2026. Google changed its reporting in September 2025. Search Console.

These are this business's figures over these dates, not a promise for yours. Search results move for reasons outside any site, Google's own reporting included.