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When Cigna Roofing came to me, they had 24 years of real-world experience but no website capable of explaining the full business. Most work came from referrals and yard signs. The new site needed to make services, project proof, service coverage, and inquiry options understandable online.
Here is how I planned the 30+ page system. Search discoverability informed the architecture, but page count and keywords were never the goal by themselves.
The Strategy: Give Every Important Decision a Useful Page
A five-page website can be entirely appropriate for a focused business. Cigna Roofing needed more because “roofing” covered several materially different situations: planned replacement, urgent repair, storm or fire damage, commercial work, exterior systems, warranties, insurance questions, and free inspections.
The structure gives each important subject enough room to be useful. It also gives customers and search engines clearer relationships between a service, the areas where it is offered, and the proof that supports it. I cover the shared foundation every business site needs separately.
So I built:
9 Service Pages
One dedicated page for each service Cigna offers:
- Roof repair
- Roof replacement
- New roof installation
- Flat roofing
- Siding
- Gutters
- Skylights
- Chimney work
- Storm damage repair
Each page answers the questions that change for that service: warning signs, scope, materials, timing, related work, and the most appropriate next action. The amount of copy follows the subject; there is no minimum word count added merely for SEO.
9 Service Area Pages
One page for each geographic area they serve:
- Babylon
- Islip
- Smithtown
- Huntington
- Brookhaven
- And four more
Each service-area page connects real geographic coverage with applicable services, relevant property or weather context, and nearby project information where available. The pages are not copies with a town name swapped in, and none of them guarantees a search position.
Blog Posts
I set up Astro content collections for their blog, starting with posts targeting questions their customers actually ask: “How do I know if I need a new roof?” and “What does homeowner’s insurance cover for roof damage?”
Useful guidance can demonstrate subject depth, answer questions that do not fit on a service page, and create sensible internal links. Search visibility still depends on relevance, competition, site quality, external signals, and how search engines evaluate the content.
Technical SEO: The Foundation
Structured Data
The site uses JSON-LD where the page and available information support it. The homepage uses RoofingContractor structured data for details such as:
- Business name, address, phone
- Service areas
- Services offered
- Business hours
- Verifiable business and service information
Structured data helps machines interpret the page and can support eligibility for certain search features. It does not make a business rank, and markup is included only when the visible page supports the same information.
Speed
The site is built with Astro, which generates static HTML for the public pages. That removes the need for a database query on every visit and gives the project a lean performance foundation.
Images are served in AVIF and WebP formats with responsive sizing. No full-resolution photos loading on mobile.
Internal Linking
Service pages connect to relevant service-area information, and service-area pages connect back to applicable services. Guidance articles link into those paths when the relationship is genuinely useful. The result helps a visitor move through the subject and gives crawlers a clearer picture of the site hierarchy.
The Design Decisions
Video Hero
The homepage opens with a restrained video background showing roofing work. It is compressed, loaded after critical content, and paired with a poster frame and readable foreground content. The video adds atmosphere while the page remains understandable if it is slow, paused, or unavailable.
Lead Capture Everywhere
There are three separate form types:
- Quote request — detailed form for project estimates
- Free inspection booking — simpler form for scheduling
- Emergency contact — minimal form for urgent situations
Each form uses FormSubmit.co for processing with honeypot fields for spam protection. No server to maintain, no database to manage.
Testimonials
Twelve real customer testimonials appear in relevant parts of the homepage and service journey. This places proof close to the questions it can help answer instead of treating reviews as a disconnected collection.
What I’d Do Differently
If I were beginning the same project today, I would formalize three post-launch responsibilities earlier:
- Confirm Google Business Profile ownership, access, categories, and service-area accuracy before launch
- Build a realistic publishing plan around questions the company can answer from experience, rather than committing to an arbitrary article count
- Record which pages, forms, and search queries deserve review after launch so the first improvements are based on evidence
Results
The site launched with 30+ organized service, location, project, insurance, and guidance pages; appropriate structured data; responsive inquiry paths; and a technical foundation search engines can crawl. The concrete result is a business platform that explains nine service journeys and several high-intent customer situations. Search and lead performance must still be measured after launch.
The Takeaway
A contractor does not automatically need 30 pages. It needs enough structure to explain its real services, coverage, evidence, and customer decisions without repetition. For a focused company, that may be five excellent pages. For Cigna Roofing, the honest structure was substantially larger.
That larger structure requires more research, writing, design, development, and review. It belongs in the higher tier of what small-business websites cost only when the business and customer journey justify the work. A custom build offered direct control over the architecture; a well-chosen platform can also work when its content model and constraints fit the project. I compare those tradeoffs in the custom website versus template guide.
Want to see the live site? Check out Cigna Roofing & Construction. And if you want something similar for your business, let’s talk.