SBSWI's website redesign is anchored in a set of differentiated messaging pillars developed during the kickoff meeting with Chris Sisinni and Brandon Aman. These pillars should inform homepage copy, service page framing, blog topics, and ad creative.
The core problem the messaging must solve: SBSWI's current site is generic and fails to communicate what makes them meaningfully different from large commercial roofing competitors (e.g., Langer, Schrand). The redesign foregrounds a restoration-first philosophy and a set of credibility signals that larger competitors cannot easily replicate.
The idea: SBSWI's first instinct is never to tear off a roof. They evaluate repair, coatings, and restoration options before recommending replacement — extending roof life, minimizing business disruption, and deferring capital expenditure until a tear-off is truly necessary.
Why it differentiates: Large commercial roofing firms have the infrastructure and incentive to default to tear-off. SBSWI's approach is explicitly the opposite. This resonates with facility managers and building owners managing multi-year capex plans.
Services this covers:
- Roof Repair
- Roof Restoration / Coatings
- Metal Roof Restorations
- Agricultural Roof Coatings
- Maintenance Programs
Messaging angle: "We look for every way to extend the life of your roof before we ever recommend replacing it."
The idea: SBSWI is licensed with multiple manufacturers (e.g., IKO) who inspect completed work and warrant both materials and SBSWI's labor — not just the materials. If SBSWI were to go out of business, the manufacturer warranty still holds.
Why it differentiates: Any contractor can offer their own labor warranty. A manufacturer-backed labor warranty is a third-party endorsement of workmanship quality. This is a meaningful trust signal for commercial buyers who need to justify vendor selection internally.
On-site execution:
- Display manufacturer logos with brief explanation of what the partnership means
- Distinguish "manufacturer-backed labor warranty" from standard contractor-only warranties in copy
- Consider a dedicated callout module or FAQ entry explaining the warranty structure
The idea: SBSWI is an NRCA (National Roofing Contractors Association) member — widely considered the gold standard for commercial roofing contractors. They are also licensed with multiple manufacturers.
Why it differentiates: NRCA membership signals adherence to industry standards and ongoing professional development. Combined with manufacturer licensing, it positions SBSWI as a credentialed partner, not just a vendor.
On-site execution:
- NRCA logo prominently displayed (logo already provided)
- Spell out "NRCA" and explain what membership means — don't assume visitors know
- List all manufacturer affiliations with logos; pursue reciprocal links for SEO benefit
- Spell out IAAP and any other acronym-based affiliations
The idea: Every restoration or coating job diverts roofing material from the landfill. SBSWI should quantify this impact as a running metric — both site-wide (animated counter) and per case study.
Why it differentiates: Sustainability is increasingly a procurement criterion for facility managers and property managers at institutional and corporate accounts. Quantifying landfill diversion makes an abstract value concrete and memorable.
On-site execution:
- Homepage: animated counter showing cumulative square feet saved from landfill
- Case study template: include "sq ft saved from landfill" as a required metric field
- Filter tag: "Sustainability" as a case study category
Data needed from SBSWI: Historical project data to calculate the running total; methodology for estimating sq ft per project type.
The idea: SBSWI donates to St. Jude Children's Research Hospital as their chosen charity. This humanizes the brand and signals values alignment for buyers who care about vendor character.
On-site execution:
- Include on About page and potentially as a footer element
- Brief, authentic copy — not performative; tie to company culture
The idea: SBSWI has been in business for approximately ten years and maintains long-term client relationships through maintenance programs and repeat work across a client's property portfolio.
Messaging angle: "We're not looking for a one-time job. We want to be your roof for the long term."
On-site execution:
- Years in business as a credibility signal in hero or about section
- Maintenance program as a named service (not buried)
- Case studies that show multi-property or multi-year relationships where possible
| Priority | Element | Notes |
|---|---|---|
| 1 | Primary value prop headline | Restoration-first; extend roof life |
| 2 | Form-first CTA | Route to info@sbswi.com; secondary CTA is phone |
| 3 | Credibility bar | NRCA logo, manufacturer logos, years in business |
| 4 | Services overview | Dropdown nav + homepage module |
| 5 | Sustainability counter | Animated sq ft saved |
| 6 | Social proof | Reviews, case study previews |
| 7 | St. Jude / values | Footer or About section |