Nobody sets out to build a complicated website. It just happens. Someone builds it, someone else adds to it, a few more people help along the way, and years later it's held together by more hands than anyone can count. Nobody's holding the whole thing. And you've got roofs to put on.
Sarah Reed, who runs the office at Katz Roofing & Siding, put it simply when we first met: it had started to feel like too many hands. Katz has been earning homeowners' trust in mid-Michigan since 1959. Its website needed to work as hard as its crews do.
So we took it down to one pair of hands. Here's what that looks like now, and what it could look like for you.
Found when homeowners ask AI
More and more homeowners don't scroll through search results. They ask an assistant: who's a good roofer near Hastings? The businesses that come up are the ones the assistant can actually understand.
A reputation like Katz's takes decades to build. It shouldn't be hard to find. So the new site is built for the way people look for a contractor now: search engines and AI assistants can tell exactly who Katz is, what it does and where it works, from Battle Creek to Lansing to Hastings. It's the work at the center of our AI search optimization.
The story only you can tell
Every contractor says quality and service. Homeowners stop hearing it. What they remember is the specific thing nobody else mentions.
Katz has plenty of those, so we put them on the page: a walk through the day the crew is at your house (opens in a new tab), down to the magnets they run across the lawn before they leave; a plain guide to what a roof costs (opens in a new tab) and how to compare two estimates; the people a homeowner will actually work with, in real photographs. Your strengths are already there. We make sure a homeowner sees them before they choose.
One voice, one look, everywhere
When a business has had many hands on it, it starts to sound like many businesses. Our process draws out your voice, the way you'd explain your work to a neighbor, so your website sounds like you, and so does everything else you put your name on. For Katz, that's a family company that's been on Michigan roofs for sixty-seven years, and every page looks and sounds like one.
One partner, the whole picture
Make changes yourself whenever you like, or hand them to us. Some of our clients edit their own sites and publish their own articles; others send every change our way. Either way, one partner knows the whole site, keeps it consistent as it grows, and keeps track of who has access to what. Every change lands with someone who knows the whole thing.
Modern, and built to last
The new site is built on the modern foundation we use for every client: quick on a phone, secure, and easy to grow as Katz adds towns and services. And moving off the old WordPress site didn't cost Katz anything Google already knew, so the new site started ahead, not over. That's part of every move off WordPress we do.
One pair of hands
Your website should be the easiest part of your business: found when people ask, clear about what makes you different, and looked after by someone who knows the whole thing. That's what Katz has now. Take a look at katzroofing.com (opens in a new tab) and our other recent sites on our Work page, then let's talk about yours.
