Homeowners are one in ten of your roofs today. Let's make them one in three.
A two-stage plan that gives Professional Sunshine Roofing a residential lead channel it owns: first a conversion-focused website built around repair and replacement, then local visibility and campaigns across eight Florida markets.
Prepared for
Professional Sunshine RoofingRoofing contractor since 2006. Residential repair and replacement, new construction, and a service warranty department, across Central and Northeast Florida.
Prepared by
Just Web AgencyDigital growth since 2007. 34 specialists under one roof. Orlando, Florida and Toronto, Canada.
Nine of every ten roofs you sell depend on someone else's pipeline.
New-construction contractor work built this company. It also sets your volume, your pricing, and your calendar — and every time a development finishes, the search for the next one starts over. Residential repair and replacement is about 10% of revenue today.
Each tab is 1% of revenue. Ten are homeowner work today. This plan is built to fill twenty to thirty.
The development treadmill
Every completed development has to be replaced with another large project. When new construction slows, the whole business slows with it.
The margin question
Contractor work is bid against other contractors. Homeowner work is won on trust, reviews, and how easy you are to find and to call.
Residential at 20–30% of revenue, supporting roughly $2M a year in repair and replacement.
This is the number the whole proposal is built around. If we agree on it now, everything after this slide is simply the method.
A homeowner channel does two things at once: it takes weight off the builder calendar, and it feeds the repeat, referral, and warranty work that compounds year after year instead of ending when a development does.
Eight markets. Two corridors. One coverage story worth telling.
Your service areas aren't scattered. Four sit on I-95 between Jacksonville and Daytona; four sit on I-4 between Daytona and Davenport. That is a coherent, defensible footprint — and local search rewards exactly this shape, one page per market, when each page is actually built.
What each market page carries
- Its own title tag and meta description
- One clear heading, written for that market
- Local project photos or reviews where available
- The same repair, replacement, and inspection calls-to-action
The searches they compete for
Meta targeting is weighted by location and household signals toward the middle- and upper-income homeowners you want — the ones buying full replacements, not just patch repairs.
One established competitor, and a wave of first-year price-cutters.
You're being compared against both, on the same search results page, by homeowners who have no way to tell twenty years of work from a company founded last spring.
Professional Sunshine Roofing
- In business since 2006 — knowledge and experience no first-year company can claim
- A service warranty department customers can actually reach after the job
- A reputation built on completed work across eight markets
- Almost invisible to a homeowner searching online or asking an AI assistant
- Residential leads arrive by word of mouth only
Noland Roofing
- Already competing for the residential shingle searches you want
- Similar credibility story on paper to a homeowner comparing two sites
- Beatable on depth of experience and on warranty service — if a homeowner ever sees it
First-year price-cutters
- Cutting price on residential shingle work purely to get their name out
- No track record, no reputation, no warranty department behind the job
- Compete on one axis only — price — and can't hold it
You can't out-price a first-year company, and you shouldn't try. You can out-rank them, out-answer them, and out-trust them. Experience, reputation, and a real warranty department are decisive advantages — but only where a homeowner can see them. This plan puts all three in front of them.
Homeowners are already searching. The site isn't built to be found or to convert them.
None of this is a criticism of the roofs you install. It's a description of what a homeowner runs into between a leaking roof and your phone number.
Reads as a contractor's site
A homeowner comparing roofers can't quickly tell that repair and replacement is work you actively want and are built to support.
Thin location relevance
Eight service areas, no dedicated pages. "Roof replacement Palm Coast" goes to whichever roofer bothered to build the page.
Missed conversion moments
No inspection offer above the fold, no click-to-call at the moment of intent, and no tracking to show which pages actually produce calls.
Invisible to AI answers
You've already flagged this one. Homeowners now ask AI tools who to call and whether to repair or replace — and those answers are assembled from structured content you don't have yet.
Every one of these is fixable in Stage 1, and every one of them is a gap a competitor is currently occupying by default rather than by effort.
Two assets you already own and aren't using
Before adding anything new, it's worth naming what's already there and idle. Both of these are cheaper to fix than to replace.
An ad budget spread too thin to learn anything
Google and Meta have been running at roughly $100–$250 every three weeks — under $400 a month, split across two platforms. In a market where a single replacement is a five-figure job, that isn't enough spend for either platform to find out who converts. The campaigns never left the learning phase.
A focused Meta budget of $1,000–$3,000 a month on one platform, aimed at homeowners in eight named markets, is the difference between testing and guessing.
A database of homeowners you've already roofed
Twenty years of new construction put your roofs on thousands of homes — and contact went quiet after handover. Those homeowners are exactly who needs repairs, warranty service, and eventually a replacement. Right now they have no reason to remember your name.
At kickoff we connect the new site's lead capture to Levitate, so from launch forward every homeowner inquiry lands somewhere you can follow up from instead of going quiet the same way.
Re-engaging the existing Levitate database is an opportunity we've flagged, not a line item in this quote. Worth a separate conversation once the foundation is live and the tracking is in place.
Two stages, in this order, for a reason.
Traffic sent to a site that can't convert is money spent teaching homeowners to call someone else. We fix the destination first, then drive demand to it.
Foundation — website redesign
- Complete redesign built around residential repair and replacement
- Service and location page structure, conversion paths, free-inspection calls-to-action
- SEO and AEO foundations: titles, meta, headings, internal links, schema-ready structure, sitemap
- Google Business Profile optimization and local SEO groundwork
- Tracking, lead capture, and CRM connection live before any campaign runs
Momentum — the growth plan
- Get found on Google and on AI answer engines
- 10 pages optimised for search and AI, including LLM fixes
- 15 keywords, 20 citations, and 10 brand mentions every month
- GEO on core pages and llms.txt setup
- 2 SEO/AEO content pieces every month
- Quarterly AI visibility report
Scope of work: website redesign and Google Business Profile
Five deliverables. Each one exists to make a homeowner more likely to call you instead of the next roofer on the results page.
What the new site is made of
Fast conversion, roofing trust signals, and clear routing to the right service or the right city. The homepage stays the anchor; every other page answers a specific homeowner question.
+ market pages
+ service pages
What runs every month once the foundation is live
AI prompt & keyword research
The questions homeowners actually ask when comparing roofers, pricing repairs, judging storm damage, and deciding repair versus replace.
Answer Engine Optimization
Content structured so AI answer engines can state your services, locations, history, reputation, and warranty support correctly.
Local SEO & service areas
Location content built and optimized across all eight markets so you compete for repair, replacement, and trusted-local-roofer searches.
Google Business Profile
Categories, services, description, service areas, photos, posts, offers, and Q&A kept active and pointed at residential demand.
Competitor gap analysis
Noland Roofing and other residential shingle-focused roofers reviewed for keyword, content, profile, review, and authority gaps you can take.
Content production
Blogs, service pages, and location pages that answer homeowner questions and target high-intent repair and replacement searches.
Meta advertising
Campaigns built on location targeting, homeowner messaging, creative testing, retargeting, and lead-generation pathways.
Backlink & authority building
Local, industry, and community link opportunities that strengthen domain authority against established and low-price competitors alike.
From kickoff to a scaling pipeline in four months
Nine milestones. Every one has a business outcome attached, not just a deliverable.
Three things from you keep this timeline honest
We've kept this list as short as it can be. Missing access and slow approvals are the only two things that reliably push a launch date.
Access, at kickoff
- Website and hosting
- Domain registrar
- Google Business Profile
- Analytics, Google Ads, and Meta accounts
- Levitate
Approvals in 5 business days
Content and design feedback within five business days at each milestone. Delays caused by missing access or approvals extend the timeline by the same amount — it's the one variable we can't absorb for you.
Fast follow-up on leads
We generate the inquiry; your team closes it. Roofing leads go cold fast — the roofer who calls back first usually gets the inspection. Tell us what's converting and we'll aim the campaigns at more of it.
Photos of completed residential projects and recent customer reviews from your service areas make both the site and the location pages measurably stronger. Send whatever you have — we'll handle the rest.
Just Web Agency — results, not promises
Founded in 2007, we've spent almost twenty years on digital strategies measured by what they do to the bottom line. Our team of 34 marketers, designers, developers, strategists, and technical specialists works under one roof — so you get a single turnkey partner instead of coordinating vendors.
Offices in Orlando, Florida and Toronto, Canada. Local accessibility, responsive support, and faster execution — the same reasons a homeowner hires a local roofer.
Rated by the people we work for
Quote summary
You mentioned starting in the $1,000–$2,000 per month range. Momentum runs $1,950 a month, and $2,275 once the free Meta trial ends — deliberately above that range, because eight markets need ten optimised pages, twenty citations, and two content pieces a month to move, not one. Nothing is billed monthly while the site is being built, and ad spend stays entirely under your control. Pricing in USD, excluding applicable taxes. Third-party costs — ad spend, software, hosting, domains, licenses — are billed separately.
What this costs against the number it's aimed at
Worth doing plainly, because it's the question every owner asks right after seeing a price.
$2,600 foundation, plus $1,950 × 12 months of Momentum, plus $325 × 11 months of Meta management after the free 30 days.
The recommended $1,000–$3,000 per month, paid directly to Meta. You control this number and can change it any month.
$41,575 to $65,575 all-in for the first year — between two and three and a half cents of every dollar of the residential revenue this plan is built to support.
An honest note on timing. Meta campaigns can produce inquiries within weeks of launch. SEO and AEO typically need more than 90 days to show meaningful results — time to implement, measure, and optimize before the compounding starts. We'd rather set that expectation now than explain it in month two.
Figures assume both stages run for a full twelve months from kickoff and exclude applicable taxes. Ad spend is paid to Meta, not to Just Web Agency.
What you're not locked into
The terms are written to be easy to say yes to. These are the six that matter most to you.
Month to month
Recurring services continue month to month. No annual contract and no multi-year term.
30 days' notice
Either party can cancel with 30 days' written notice. Services continue through the notice period; the current cycle is non-refundable.
You own the work
On full payment, the content, creative, and on-site optimization are yours. Accounts created in your name stay your property.
Meta free for 30 days
Management of your Meta campaigns is free for the first 30 days after launch. You see how we run them before you pay for them.
Monthly reporting
A monthly report covering rankings, traffic, visibility, campaign performance, and lead volume. No black box.
A realistic commitment
Three months minimum recommended for ad management, and more than 90 days for SEO and AEO to show meaningful movement.
Monthly services are billed in advance, payment due within 7 days of invoice. A "lead" means a unique contact who submits an inquiry through a managed form, call tracking number, or booking flow — duplicates, spam, and existing clients excluded. The full terms and conditions accompany this proposal and govern the engagement.
Three steps to a kickoff on August 24
Start on the 24th, the new site launches October 12, and Meta is running before the end of the year.
Sign below. That confirms scope, phases, pricing, and the accompanying terms.
Services begin once payment is received and onboarding information and account access are in hand.
We confirm goals, access, service areas, Meta, analytics, Google Business Profile, and Levitate — then production starts.