WALKTHRU LABS
01
The challenge
When we measured the old site on 17 Aug 2026, it already ranked 2nd to 5th in Google for the main Provo roofing searches. The real risk in a rebuild was losing those positions. A new site that drops old URLs can lose them outright.
The same audit found no analytics of any kind: no GA4, no tag manager, no ad pixel. We checked the method against a competitor's site, which returned nine hits. Nobody could say where a lead came from.
The quote form lived inside a third-party frame, so a submission was invisible to the page around it. Forty-five thin town pages ranked for almost nothing, and six different URLs competed for the same Provo search.
02
Keyword research
Before we write a page, we find the searches that bring Cascade Roofing work. These are the terms from our research, with the monthly search volume, how hard each one is to rank for, and what an ad click costs.
| Keyword | Searches / mo | Difficulty | Ad cost / click | Rank now |
|---|---|---|---|---|
| roofing salt lake city | 720 | 22 Easy | $31.18 | Not in top 100 |
| roof repair salt lake city | 590 | 36 Possible | $29.95 | Not in top 100 |
| roofing companies utah | 390 | 25 Easy | $15.96 | Not in top 100 |
| metal roofing utah | 320 | 26 Easy | $8.82 | #48 |
| roof replacement utah | 260 | 46 Possible | $24.47 | #39 |
| roof replacement provo | 170 | 9 Very easy | $8.77 | #13 |
| roofing orem ut | 170 | 9 Very easy | $0.00 | #23 |
| roof replacement cost utah | 170 | 5 Very easy | $10.55 | Not in top 100 |
| roofers provo | 140 | 11 Very easy | $19.38 | #3 |
| park city roofing | 140 | 10 Very easy | $0.00 | #22 |
| roofing companies utah county | 110 | 45 Possible | $22.83 | #12 |
| roof repair utah county | 110 | 16 Easy | $0.00 | #24 |
| commercial roofing utah | 110 | 15 Easy | $27.11 | Not in top 100 |
| roof repair provo | 110 | 9 Very easy | $0.00 | #6 |
| roofers orem | 50 | 0 Very easy | $0.00 | #9 |
03
The plan
Measure
We audited the old site, the tracking, and the search data before we wrote a line of the new one. The Semrush baseline is dated 17 Aug 2026.
Build on their own material
Every photo, project and award on the site comes from Cascade's own files and plaque wall. We published no rating or review count we could not check.
Map every old URL
We wrote a redirect for each old address and folded the thin town pages into 15 stronger city pages.
Launch without touching mail
We changed one DNS record and left the mail records alone. A script then checked every redirect, page and mail record against the live domain.
Hand them their numbers
We set up GA4 in Cascade's own Google account, so the data belongs to them.
04
What we built
- New website
- 38 pages generated from one build script: services, five roof types, 15 city pages, projects, reviews and a cost calculator.
- Redirect map
- 68 old addresses point to the right new page, so links and rankings from the old site have somewhere to land.
- Project map
- A coverage map drawn from their own export of 451 past projects, with photos and reviews. It replaced a paid map widget they planned to drop.
- Quote form to CRM
- The site's own quote form posts each lead straight into ProLine, their CRM. ProLine then emails the customer a link to book an inspection within seconds.
- GA4 in their account
- A new web stream on all 38 pages, filtered by hostname so our staging traffic never enters their reports. Event data retention is set to 14 months.
- Matching email domain
- We added cascaderoofing.net to their Google Workspace, so staff email now matches the website.
05
Where search stands
Semrush US database, 18 September 2026. Semrush estimates traffic from rankings; Google Search Console is the exact count.
Show the numbers
| Month | Keywords | Visits |
|---|---|---|
| Sep 25 | 157 | 45 |
| Oct 25 | 156 | 44 |
| Nov 25 | 168 | 143 |
| Dec 25 | 224 | 181 |
| Jan 26 | 330 | 129 |
| Feb 26 | 340 | 156 |
| Mar 26 | 358 | 121 |
| Apr 26 | 392 | 116 |
| May 26 | 374 | 98 |
| Jun 26 | 380 | 71 |
| Jul 26 | 433 | 109 |
| Aug 26 | 438 | 112 |
| Keyword | Position | Searches / mo |
|---|---|---|
| roofers provo utah | #1 | 70 |
| roofers in provo | #2 | 70 |
| roofers provo | #3 | 210 |
| roof repair provo utah | #3 | 70 |
| provo roofers | #4 | 110 |
| provo roofer | #5 | 170 |
| roof repair provo | #6 | 110 |
| roofing utah county | #7 | 140 |
| roofing contractor provo | #8 | 110 |
| cascade roofing | #6 | 170 |
06
Who they compete with in search
| Competitor | Shared keywords | Their keywords | Their visits / mo |
|---|---|---|---|
| libertyroofingutah.com | 45 | 265 | 220 |
| a1roofingutah.com | 53 | 893 | 3,618 |
| allstarroofpros.com | 41 | 345 | 787 |
| fluxroofing.com | 38 | 166 | 648 |
| epicroofingutah.com | 37 | 204 | 56 |