Case study / Roofing · Storm & Insurance Programmatic SEO
Liberty Roofing Company.
Replaced a dated Duda template with a 308-URL roofing platform — 189 city × service pages, a NOAA storm record, and a FORTIFIED insurance cluster no competitor publishes.
fig. 01 — Homepage — Gulf Coast roofing that stands up to the storms
What the build
actually covers.
Measurement window pending — see §08 for the 30/60/90 reporting plan.
What the project
needed to do.
Liberty Roofing Company has worked Baldwin and Mobile County roofs for more than thirty years — BBB accredited since 1988 — and until September 2026 ran on a Duda template that never once used the word hurricane. The rebuild is a 308-URL Next.js platform live at libertyroofingcompany.com: a 189-page city × service matrix across 27 Gulf Coast communities, a NOAA-sourced storm record for the two counties, a seven-page FORTIFIED cluster covering the wind discount Alabama insurers are required to give, a seven-page insurance-claims library, and 38 homeowner guides. Every call, text, and form is stamped with its source and logged, so the business can see which page produced which lead.
Liberty Roofing had the trust and none of the surface area. BBB A+ accredited since 1988, 4.5 stars across 117 Google reviews, thirty-plus years on Gulf Coast roofs — running on a Duda template that never once said hurricane, in a market where the roof decision is a storm decision. The competitive picture split cleanly: the trust leaders in Baldwin and Mobile County publish almost nothing, and the operators running big page matrices have thin content and weak reviews. Nobody held both. The business also arrived with a fragmented NAP — three phone numbers and three addresses across its own verified listings — which had to be resolved with the owner before any of it was worth ranking.
Every community the crews work has its own findable page — 27 cities across both sides of Mobile Bay, 189 city × service combinationsWhat moved the needle
What it looks like,
on screen.
The deliverables,
line by line.
A 308-URL Next.js platform live at libertyroofingcompany.com since September 2026. Underneath it, a 189-page city × service matrix across 27 Baldwin and Mobile County communities, where each city page carries its own Census, climate, and drive-time data with the source linked rather than templated prose. On top of it, the content no competitor in the market publishes: a seven-page FORTIFIED cluster on the wind discount Alabama law requires insurers to give, a seven-page insurance-claims library, a Gulf Coast storm center built from the real NOAA record, Alabama grant and assistance pages, and 38 homeowner guides. Around all of it, the measurement layer — a call, text, and form attribution ledger that stamps every lead with its source, landing page, and edge geography, split so the client's copy stays clean and the studio's copy carries the tracking.
- 308 live URLs — verified on the live sitemap, 2026-10-05 (replacing a Duda template)
- 189-page city × service matrix — 27 Baldwin and Mobile County communities × 7 roofing services, each page written against that city's own data
- Per-city facts carried with their sources — median home build year and owner-occupancy from Census ACS 2022, annual rainfall from Open-Meteo, and verified drive time from the nearest office via OSRM, each rendered with a link back to the source
- FORTIFIED cluster — seven pages on the wind-discount Alabama insurers are required to give, what the designation requires, cost, carrier-by-carrier discounts, and how to verify a roofer's credential
- Roof insurance claims library — seven pages covering ACV vs RCV, roof age and insurance, the adjuster visit, wind and hail claims, and water damage from a leak
- Gulf Coast storm center — the real NOAA record for the two counties: 52 named storms within 100 miles since 1950, 14 at hurricane strength, 27 landfalls, plus federal disaster declarations by county
- Alabama grant and assistance pages — Strengthen Alabama Homes, roof tax credit, permits, financing, and assistance programs
- 38 homeowner guides on a drip, each written to a single question a Gulf Coast homeowner actually asks
- Call, text, and form attribution ledger — every tel: tap, sms: tap, and form submission logged with its traffic source, landing page, and edge geography
- Split lead notification — the client inbox receives the lead clean, the studio copy carries the tracking card, so telemetry never leaks into the customer conversation
- Cloudflare Turnstile on the quote form, Resend delivery, and a server-side spam read on every submission
- Build gates that fail the deploy — no-fabrication scan, schema policy, crawl depth, OG-image coverage, and an SEO-mirror check that holds titles, meta descriptions, and JSON-LD to one source of truth
- Anti-fabrication architecture — unverified claims sit in a pendingFields registry and cannot render until the owner confirms them
- Live Google rating rendered from one source of truth (4.5★, 117 reviews) with BBB A+ accreditation since 1988 and the Alabama license number, never rounded up
How the build
earns the call.
The matrix targets the searches a Gulf Coast homeowner actually runs — city plus service, storm damage, insurance claim, FORTIFIED — and each cell is authored against that city's own data rather than rendered from a template, with Census, Open-Meteo, and OSRM figures shown with their sources. An SEO-mirror gate holds every page's title, meta description, and JSON-LD to one source of truth so metadata and structured data cannot drift apart, and a crawl-depth gate keeps the whole 308-URL tree reachable. Conversion is deliberately phone-first: a tap-to-call and a text line on every page, a quote form behind Turnstile, and an attribution ledger that records which page produced each one.
Gives a thirty-year-old roofing company the digital surface area its reputation already earned — a page for every city its crews work, and the storm, insurance, and FORTIFIED content that answers what Gulf Coast homeowners are actually searching after a storm. The lead instrumentation is the part that compounds: because every call, text, and form is stamped with its source and landing page, the studio reports monthly on which pages produce real work rather than guessing, and the content roadmap follows the evidence. Launched September 2026; the attribution ledger has been the complete record of conversions since day one.
A Gulf Coast roof is an insurance decision before it is a construction decision. The homeowner searching after a storm wants to know what their policy covers, what FORTIFIED is, and whether the wind discount is real — and almost no roofing site answers any of it. Liberty's platform is built around that gap: a 308-URL architecture where the storm record, the claims process, and the FORTIFIED program get the same depth as the city × service matrix underneath them.Studio rationale
Metrics, captured
at 30 / 60 / 90 days.
Tracking dashboard captures GSC + GA4 at 30 / 60 / 90 days. Report publishes here on day 90 — view tracking spec