Lifecycle Roofing works with property owners to extend the service life of their buildings through a variety of roofing services, including inspections, maintenance, restoration and replacement.
Caorda was first introduced to Sheldon and the team through a website redesign we completed for their exterior services division Renewed Exteriors. Fast forward to 2025, and it was time to invest in Lifecycle Roofing’s online presence.
The website was originally built using a free Squarespace template and needed a major design refresh. The site also had a limited amount of content and had never been optimized from an SEO perspective. As a result, it was not performing well in Google searches nor was it producing many quality business leads for the company.
Lifecycle Roofing approached Caorda to not only redesign the website, but to improve placement in Google searches for competitive keywords and phrases. The development of a comprehensive SEO strategy became the primary driver of the project.
The Challenge:
While the existing website had established years of trust with Google, it had never received SEO optimizations. The site was lean on quality content, headings were not highly relevant, and the URL structure was not following best practices. Plus, other valuable SEO indicators, such as metadata and image sizes were in need of improvement. Before work on the new site could begin, Caorda’s digital marketing team needed to better understand the overall SEO health of the website and identify areas for improvement.
The Solution:
To ensure any assets brought over from the old site met modern standards, we completed an SEO Audit which allowed our digital marketing team to fully evaluate the front and back end of the old website. The results of the audit were then used as a guide to help inform every aspect of the design and build of the new site.
During the research phase of the audit, we reviewed Lifecycle Roofing’s placement and engagement for competitive keywords and phrases by creating a series of reports using data from Google Analytics and Google Search Console. Results from the reports shaped the creation of page titles, headings and other smaller content blocks on the site.
One of the biggest challenges Caorda identified was a lack of quality content. While the site did a great job listing many of the roofing services the company offered, the low amount of content on each page was hindering performance as Google struggled to identify relevant keywords and phrases to show the site in relevant searches. Caorda’s copy team got to work and rewrote content for all nine service pages. Using a consistent page template and headings pulled from Google keyword reports, the revamped Services section now provided an abundance of helpful information to both potential customers and Google.
Now that the site’s content had been finalized, our design team stepped in to create a set of custom designed mock-ups built around the new content. Each page was designed with conversion optimization in mind as new CTA buttons and banners were created to guide users toward high-value actions such as completing a quote request form or placing a phone call. Lifecycle Roofing’s colourful logo also created the opportunity for a bold and attractive palette to be applied to the design. Caorda’s development team then built out the custom designs all while using the SEO audit as a guide.
The launch of the new website did not represent the end of SEO investment in the project. After the site launched, our SEO team began writing monthly blog posts, selecting topics based on data provided from Google reports. To complete improvements identified in the SEO Audit, a monthly SEO campaign continued with optimizations to preserve and enhance search positions. To complement an effective SEO strategy, a Google Ads campaign is being planned to increase the number of leads generated through the website.
