How E.T. Roofing Tripled Their Organic Traffic With a Next.js Migration and Local SEO Strategy

About E.T. Roofing

E.T. Roofing is a Melbourne-based roof repair and restoration company specialising in cement and terracotta roofs for residential and commercial properties. With over a decade of experience and a 100% satisfaction rate across hundreds of completed projects, they've earned a reputation for exceptional workmanship and honest service.

Based in Mount Waverley, E.T. Roofing provides a complete range of roofing services including roof restoration and painting, leak repairs, re-bedding and repointing, gutter replacement, pressure washing, valley iron replacement, and sarking installation. They back every job with a 10-year warranty and comprehensive insurance coverage.

The Challenge

E.T. Roofing had built their business primarily through word-of-mouth referrals and their excellent reputation. However, their existing WordPress website was severely underperforming — loading in 4–6 seconds on mobile with a PageSpeed score below 50, losing potential customers before they even saw the content.

The site lacked suburb-specific landing pages, had minimal content on service pages, no structured data, and a poor mobile experience. Despite glowing customer reviews mentioning their professionalism and quality, these trust signals weren't being leveraged effectively online. Competitors with inferior services but better websites were outranking them for valuable keywords like “roof restoration Melbourne” and “roof leak repair near me.”

E.T. Roofing needed a complete platform migration that would preserve their existing rankings while dramatically improving performance, expanding their content footprint, and capturing suburb-level search traffic across Melbourne's eastern and south-eastern suburbs.

Our Strategy

SimptechAI executed a full website migration from WordPress to Next.js 14, combined with a comprehensive local SEO expansion strategy targeting Melbourne's eastern suburbs.

• Next.js 14 Migration: Rebuilt the entire site on Next.js with App Router, Tailwind CSS, and Framer Motion. Maintained exact URL structure with proper 301 redirects where needed. Achieved 95+ PageSpeed mobile score (from below 50) with sub-1-second load times on Vercel's edge network.
• Service Page Overhaul: Expanded thin service pages into comprehensive, keyword-rich content covering roof restoration, re-bedding and repointing, leak repairs, gutter replacement, pressure washing, valley iron replacement, roof painting, and sarking installation. Each page includes detailed process descriptions, FAQ schema, and clear CTAs.
• Suburb Landing Pages: Created dedicated area pages for high-value suburbs: Glen Iris, Camberwell, Hawthorn, Kew, Malvern, Box Hill, Glen Waverley, Mount Waverley, Doncaster, Ringwood, Bayswater, and more. Each page is uniquely written with local context and targets “roof repairs [suburb]” keywords.
• Schema & Technical SEO: Implemented LocalBusiness, RoofingContractor, Service, and FAQ schema markup. Fixed all crawlability issues, added proper sitemap, robots.txt, and canonical tags. Ensured zero 404 errors during migration.
• Review Leverage Strategy: Integrated their excellent Google reviews into the website with AggregateRating schema, featured testimonials on service pages, and implemented a systematic review generation process to maintain their stellar rating.

The Results

The migration was executed with zero ranking drops — and within 4 months, E.T. Roofing saw dramatic improvements across every metric.

• +260% organic traffic — from modest monthly visitors to a consistent stream of high-intent homeowners searching for roof repairs in their service area.
• PageSpeed score: below 50 → 95+ on mobile — the site now loads in under 1 second, eliminating visitor drop-off from slow load times.
• +180% increase in lead enquiries — more phone calls and form submissions from homeowners actively searching for roof repairs and restoration services.
• Zero ranking drops during migration — careful URL preservation and redirect strategy ensured no existing rankings were lost in the platform switch.
• Suburb pages indexed within 2 weeks — new area pages were crawled, indexed, and generating impressions faster than projected.
• 10-year warranty messaging improved conversion — prominently featuring their guarantee and reviews in the new design increased quote request conversion by 45%.

E.T. Roofing now has a digital presence that matches the quality of their workmanship. The site continues to grow organically, with new suburb pages being added as the business expands its service area further across Melbourne.

Client Testimonial

“The new website is incredible — it's fast, professional, and actually brings in customers. SimptechAI handled the entire migration without us losing any rankings, and within a few months we were getting more enquiries than we've ever had. The suburb pages are a game-changer for reaching homeowners in specific areas.”

— E.T. Roofing

About E.T. Roofing's Services

If you need professional roof restoration or repairs in Melbourne's eastern suburbs, we highly recommend E.T. Roofing. Their services include:

• Roof restoration and painting
• Roof re-bedding and repointing
• Roof leak repairs
• Gutter replacement and cleaning
• Pressure washing
• Valley iron replacement
• Sarking installation
• Gable repairs and scotia replacement

They service Ashburton, Balwyn North, Bayswater, Box Hill, Burwood, Camberwell, Canterbury, Caulfield, Doncaster, Glen Iris, Glen Waverley, Hawthorn, Kew, Malvern, Mount Waverley, Ringwood, Surrey Hills, and all surrounding Melbourne suburbs. Call 0424 829 056 for a free inspection and quote.