We will guide you through each step and provide as many options as possible to
ensure that you get the appropriate new roof for your home. From written estimates to
custom installations, our focus is on the details.
Saunders Roofing serves residential homeowners and commercial property owners across Richmond, Virginia and surrounding areas seeking reliable, experienced roofing installation, replacement, and repair. The audience ranges from homeowners dealing with storm or age-related roof damage to property managers and business owners needing low-slope or flat commercial roofing solutions, all prioritizing a trusted, long-established local contractor over generic national chains.
Despite being in business since 1942 with strong Google reviews and BBB accreditation, the site’s dated design and inconsistent page structure (duplicate nav menus, old and new page versions running simultaneously) undermined the credibility of an otherwise well-established brand. The challenge was modernizing the visual presentation and streamlining navigation while preserving the legacy trust signals that make Saunders stand out in a competitive local roofing market.
Given the scope, service pages for residential, commercial, and repair, along with a gallery, reviews integration, and contact improvements, the project was structured over a 3-week timeline covering audit and redesign planning, WordPress development, and final testing before launch.
The approach focused on modernizing the site’s visual design within WordPress while preserving and prominently featuring Saunders’ strongest trust signals, operating since 1942, BBB accreditation, and Google reviews. Service categories (Slate, Tile, Asphalt, Metal, Copper, Low-Slope) were restructured into clean, scannable sections to help visitors quickly identify the right roofing type for their property. CTAs for free consultations were made more prominent and consistent across all service areas to improve lead generation.
The homepage leads with Saunders’ core positioning, Richmond’s trusted family-owned roofing experts since 1942, paired with a clear “Schedule Now” CTA above the fold. Six roofing material types are showcased in structured sections, followed by the company mission statement, Google reviews, and a project gallery to build trust before visitors reach the contact form.
The mobile layout consolidates the dual navigation issue into a single clean menu, with service sections and the project gallery stacked for easy scrolling on smaller screens. The phone number and free consultation CTA remain consistently visible, allowing Richmond homeowners to reach out quickly without friction on mobile devices.
