American Service Roofing
American Service Roofing is a veteran-owned, family-operated roofing company serving the DFW area with integrity and top-tier service. I partnered with them to design and develop a responsive, SEO-optimized website that reflects their values and builds a strong brand presence online. From residential and commercial roofing to fast-response repairs and insurance support, their new digital foundation now supports their mission to serve customers with honesty, quality, and care.
📊 Tools Used
I began by using Figma to design the website’s layout and visual direction. Presenting a full homepage mockup early in the process helped the client immediately visualize their brand online—cutting down the need for endless revisions. Once the visual foundation was approved, I designed the rest of the pages in Figma for clarity and consistency.
From there, I transitioned to Wix Studio for the full build. Wix Studio gave me the flexibility to create a fully responsive site with integrated forms, gallery filters, and fast-loading pages. I also used Semrush for keyword research and SEO planning, ensuring the site could rank well in a competitive Texas roofing market.
👨💼 My Role
As the designer and strategist, I led the project from concept to launch, including:
Website layout and UI design in Figma
Full site development in Wix Studio
Responsive formatting for mobile, tablet, and desktop
Light branding and tone-of-voice refinement
SEO research, keyword targeting, and meta tag writing
Notification setup for lead forms and email routing
Domain transfer and launch coordination
This project allowed me to flex both creative and technical skills—building not just a website, but a digital asset the business could grow with.
🔗 Project Goals
The goal was to create a site that builds trust at a glance, makes it easy for people to request estimates or contact the team, and clearly communicates the company’s core values: honesty, quality work, and veteran-led service.
We also wanted to lay a solid SEO foundation with keyword-targeted service pages, optimized meta content, and streamlined form submissions. With no prior site or brand presence, this was about creating an identity that feels both local and established.
⚡️ Challenges Faced
The roofing space in Texas is highly competitive, so it was important to clearly highlight what makes American Service Roofing different. As a veteran- and family-owned business, they bring integrity and long-term commitment—but that needed to be woven naturally into the copy and structure, without sounding generic.
Another challenge was the domain: they had purchased it through BrandCrowd, and it was previously assigned to a placeholder site. I guided the client through transferring ownership of the site and connecting their domain to Wix Studio, while also helping them select the right hosting plan.
Lastly, the site had to work flawlessly across mobile and tablet sizes. This meant going beyond default breakpoints and refining the layout for different screen widths.
⚖️ Process
We kicked off with a one-on-one session to understand their story and brand personality. Michael, the owner, shared how his background as a Marine and years in customer service shaped the way he approaches business. I used that story to anchor the About Us page and weave trust into every page's copy.
From there, I designed the homepage in Figma and presented it to the client. This hands-on visual process helped them feel confident early on, and it saved time down the line. After approval, I sketched out the remaining pages—Residential Roofing, Commercial Roofing, Projects, FAQ, Repairs, and more—ensuring a consistent layout and tone throughout.
Once the designs were finalized, I moved into Wix Studio and built everything from scratch, including:
A filterable gallery using Dataset logic
Integrated form notifications for estimates
Device-optimized layouts for all screen sizes
Meta descriptions and keyword optimization using Semrush data
Page structure that supports both storytelling and conversion
After final QA, I completed the domain transfer, selected the right Wix plan, and helped guide the client through full ownership of their new website.
🚀 Results & Impact
The finished site gave American Service Roofing a polished, search-ready web presence that reflects their values and attracts the right customers. It’s fully responsive, optimized for local keywords, and structured to drive inquiries.
The new platform helps them stand out in a competitive market while showcasing their work and story with clarity. With SEO, tracking, and structured content in place, the site is ready to scale with their growth.
🤔 Reflection
This was one of the most rewarding projects I’ve done. I was able to lead the client through a full design-to-launch process, while learning how to manage domain transfers, integrate keyword research, and structure a site for SEO success.
Figma helped me communicate vision early, and Wix Studio gave me the tools to bring it to life cleanly and efficiently. The client was thrilled with the outcome—and I walked away with deeper experience in mobile optimization, client education, and end-to-end web strategy.
Thanks for reading!
👉 Visit the live site:
www.americanserviceroofing.com
