MIGRATION · TRADES · OCTOBER 2025
A roofing business that couldn’t change its own phone number.
Kirra and Braeden had a WordPress site they weren’t able to touch. Every update meant an email, a wait and an invoice — so eventually the updates stopped. We moved them to Squarespace, kept their branding exactly as it was, and gave them back the keys.
Locked out of their own website
The site looked alright. They just couldn’t change anything on it. Every edit — a new phone number, a new service, a photo of last week’s job — meant going back to whoever built it, waiting, and paying.
So the edits stopped happening. That’s what a website nobody can get into eventually becomes. Not broken exactly. Just frozen, and drifting further from the business it’s meant to represent.
A brand new look
The branding was theirs, they liked it, and they’d spent years getting the Coffs Coast to recognise it on the side of a ute.
The nerves about changing platforms were never about capability. They were about turning up one morning to a website that no longer looked like their business. So the design came with them — same identity, same feel, new foundations underneath.
WHAT WAS COMPLETED
The same business, on foundations that work
Six service pages where there had been one — repairs and maintenance, replacements, new installations, inspections and reports, insurance and storm damage, improvements and add-ons.
Because nobody searches for “roofing” — they search for roof replacement Coffs Harbour, or storm damage insurance claim, or tile to metal conversion. One page can’t answer all of those. Six can.
A Projects page — in a trade where the work is the sales pitch, showing completed roofs beats any amount of copy.
A Warranty & Assurance page — because in roofing, the warranty is the decision. Lifetime workmanship and manufacturer cover, spelled out and linked from every page.
Page titles and descriptions written properly — service plus location, on every single page.
The original branding carried across intact — a migration shouldn’t cost a business the identity it spent years building.
And a site the owners can edit themselves — which was the entire point of moving.
A YEAR ON
What the first year looked like
Most people arrive on a phone, which for a trade is exactly right — they’re usually standing in the yard looking up at the problem.
Over 100 enquiries through the website in its first year.
From a business that, twelve months earlier, couldn’t update its own contact details without sending an email and waiting.
WHERE THE WORK COMES FROM
A healthy spread, not one fragile channel
Search and direct carry the site almost evenly, with social adding a solid third channel — and direct will include everyone arriving from the Google Business Profile as well. Nothing here depends on a single source staying switched on, which is exactly what you want underneath a trade business.
WHAT THIS SETS UP
Now it’s worth advertising on
Paid advertising is only ever as good as the page it lands on. Send someone who searched “roof replacement Coffs Harbour” to a generic homepage and you pay for the click twice — once to Google, and again in the enquiry you don’t get.
This site now has the pieces that make ad spend work harder, whoever ends up running the campaigns.
If Kirra and Braeden want to take that to a specialist ads agency tomorrow, everything that agency needs is already in place. That’s the job done properly.
A CLOSER LOOK
Inside the site
SERVICES USED
What this involved
A note on this site. Kirra and Braeden can edit their own website — that’s rather the point. Some copy, imagery and layout may have changed since I finished the work. What’s described here is what I built and why.
Locked out of your own website?
If every change means an email, a wait and an invoice, the problem isn’t your website — it’s the platform it’s built on. Moving is less painful than you’d think, and you don’t have to lose your brand to do it.