Roofs We'd Put on Our Own House
How a St. Peters roofing and construction crew with a 4.9-star, 238-review Google record and a national slate award traded a stock GoDaddy site-builder page for a fast, client-editable 90-page build covering Greater St. Louis city by city.
Same Crew, Start to Finish
Donovan Roofing & Construction handles residential and commercial roofing across the St. Louis area, plus siding and gutters, with the same crew running every job start to finish, storm damage and insurance claims welcome. The new site leads with exactly that. "Roofs we'd put on our own house" sits over a real completed project, the verified 4.9-star Google rating is wired into the page itself, and the 2025 North Country Slate "Slated for Excellence" Project of the Year win and CertainTeed Shingle Master credential finally get told where customers can see them.
An Award-Winning Crew Behind a Site-Builder Template
On Google, Donovan Roofing & Construction looks like what it is: a 4.9-star operation with 238 reviews and a slate restoration that took Project of the Year in North Country Slate's 2025 "Slated for Excellence" awards. On its own domain, it was a stock GoDaddy site-builder page titled "St. Charles Roofing", hauling 86 images in a 582-kilobyte homepage, with the same headline printed twice on one page, both times reading "COnstruction COmpany", typo and all.
Under the hood it was worse. The only structured data on the site was a bare LocalBusiness block pointing at a machine-generated GUID domain, carrying an outdated St. Charles address instead of the St. Peters shop, with no rating, no hours, and no services. Fifty URLs in the sitemap, none of them city pages, meant homeowners searching by suburb had nothing to land on, and nothing told Google, or the AI assistants homeowners increasingly ask, that a 4.9-star, 238-review roofer lived here.
- A stock GoDaddy site-builder template representing a crew that wins national slate awards
- Homepage still titled "St. Charles Roofing" while the shop operates from St. Peters
- The same headline duplicated on one page, both reading "COnstruction COmpany", typo included
- A 582-kilobyte homepage hauling 86 images in a single load
- Schema pointing at a machine-generated GUID domain with an outdated address and no rating
- A 4.9-star, 238-review Google reputation invisible to search engines and AI
Service Pages, City Pages, and a Site the Crew Can Edit
We rebuilt the site the way the crew runs its jobs: one team, start to finish, with a page for every service, a page for every community, and every claim verified against the real business.
A Page for Every Service
Dedicated pages across the full trade, residential and commercial roofing, siding, gutters, storm damage, and insurance claims, each one answering exactly what a St. Louis homeowner types into Google.
Thirty-Two City Pages
Dedicated landing pages for thirty-two Greater St. Louis communities the crew already serves, so a homeowner searching their own suburb lands on a page about their suburb, not a generic homepage.
A Site the Crew Owns
A client-editable WordPress build on WP Engine with a custom theme and widget library, so the team can update projects, photos, and copy themselves, plus a project gallery and an insights section ready to grow with the work.
Verified Proof, Readable by Machines
The real 4.9-star, 238-review Google rating wired into valid, server-rendered RoofingContractor JSON-LD with the correct St. Peters address, plus an AI machine layer, llms.txt and machine-readable page twins, so search engines and AI assistants read verified data, not guesses.
Built to Rank Across Greater St. Louis
A complete service-and-city architecture for a St. Peters crew whose slate work won Project of the Year in the 2025 North Country Slate "Slated for Excellence" awards.
The Assignment vs. The Delivery
The Assignment
- Replace a stock site-builder page with a site worthy of an award-winning crew
- Fix the basics: right city, right address, one consistent identity
- Represent the full trade: roofing, siding, gutters, storm and insurance work
- Cover the Greater St. Louis map city by city
- Make a 4.9-star, 238-review reputation visible to Google and AI search
- Leave the crew a site they can edit themselves
The Delivery
- Fast, client-editable 90-page WordPress build on WP Engine
- Dedicated service pages plus a project gallery and insights section
- Thirty-two city pages across Greater St. Louis
- Correct St. Peters NAP replacing the outdated St. Charles schema address
- Real 4.9-star, 238-review rating in server-rendered RoofingContractor JSON-LD
- AI machine layer: llms.txt and machine-readable page twins for AI search
Engineered Like a Roof They'd Put on Their Own House
A crew that wins national slate awards and holds the CertainTeed Shingle Master credential deserves a site held to the same standard: fast, structured, and built so every search engine and AI assistant can find and recommend it.
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