Website Development | Search Engine Optimisation (SEO) | Logo Design
Casey and Sons Roofing Contractors is a roofing contractor based in Dublin, providing roofing services across Dublin, Kildare, Wicklow, and Meath. As a brand-new business entering a competitive market, establishing a strong digital presence from day one was critical to supporting lead generation and long-term growth.
At the outset of the project, Casey and Sons Roofing Contractors had no existing website, no defined brand identity, and no online foundations in place. Unlike a rebuild or redesign, this project required creating everything from scratch, branding, website design, development, and SEO, within a very tight timeframe.
The client had a strict deadline of approximately one and a half weeks. Their objective was to enter the market before Christmas, positioning the business to capture demand and build momentum heading into the new year. This meant there was no margin for delays or iteration-heavy processes. Every stage of the project needed to be executed efficiently without compromising on quality.
The primary goal was to deliver a fully curated, professional website that could begin generating enquiries immediately. The site needed to be clear, trustworthy, and easy to navigate, while also performing strongly across desktop and mobile devices. From the outset, the website was designed to act as a lead-generation tool rather than a simple online brochure.
Alongside the website build, full SEO best practices were implemented from day one. This included setting up a clean site structure, optimised page content, fast-loading performance, and mobile-first usability, ensuring the business launched with strong technical foundations rather than having to retrofit SEO later.
Branding was also a key part of the project. A complete brand palette and logo were designed as part of the build, giving the business a cohesive visual identity across the website. To further increase user engagement and interaction, animated elements were introduced throughout the site, using the newly created brand colours to add subtle movement and visual interest without distracting from usability.
Despite the tight timeline, the end result was a polished, modern website that clearly communicates services, builds trust with potential customers, and is designed to convert visitors into enquiries from the outset.
The approach to building the Casey and Sons Roofing Contractors website was shaped by two critical factors: speed of delivery and performance from day one. With a tight launch deadline and no existing digital presence, every decision needed to support fast execution without compromising quality, usability, or SEO foundations.
From the outset, website speed was treated as a priority rather than an afterthought. Only essential plugins were used throughout the build, ensuring unnecessary bloat was avoided entirely. All imagery was carefully compressed to reduce file sizes while maintaining visual quality, supporting fast load times across both desktop and mobile devices.
The website is hosted on a dedicated server based in Ireland, helping minimise latency for local users and improving real-world performance for the client’s target service areas. To further optimise speed, WP Rocket was implemented and configured in detail, focusing on caching, file optimisation, and performance best practices suited to the specific setup of the site.
Before launch, multiple GTmetrix tests were run to verify performance across key metrics. This ensured the website met modern speed expectations and delivered a smooth, responsive experience before going live.
Given the tight timeline, a clear design direction was essential. Drawing on years of experience in website design and conversion-focused layouts, a tailored mock-up was created early in the process to define the structure, visual style, and user journey of the site.
This approach removed unnecessary back-and-forth during development. Once the mock-up was presented, the client approved the design immediately, allowing development to move forward without delays. This streamlined workflow was key to delivering a high-quality website within the required timeframe.
As part of the project, a complete brand identity was developed, including the logo and brand colour palette. These elements were carried consistently throughout the website to create a professional and recognisable look from launch.
To enhance user engagement and interaction, animated elements were introduced across selected sections of the site. These animations were designed using the brand colours and applied purposefully to add movement and visual interest, encouraging users to engage with the content without distracting from clarity or usability.
Even with the fast turnaround, SEO best practices were embedded into the build from the beginning. Once the website was ready to launch, Google Search Console and Google Analytics were fully set up to allow for accurate monitoring, performance tracking, and future optimisation.
The website was submitted to Google Search Console immediately after launch, ensuring it could begin indexing and ranking as quickly as possible. This proactive setup meant the site was not only visually complete but technically ready to grow from day one.
The results following the launch of the Casey and Sons Roofing Contractors website exceeded expectations, particularly given that this was a brand-new business with no prior online presence, no existing domain authority, and no social media activity supporting the launch.
Within just five days of the website going live, the client received a significant inbound enquiry for a commercial roofing project in Dublin. This was a high-value lead and an immediate validation of the strategy behind the build. For a new website entering a competitive market, generating a commercial lead at such an early stage highlighted the effectiveness of the site’s structure, messaging, performance, and SEO foundations.
From a client perspective, the response has been extremely positive. The client is delighted with the final result, not only from a visual and branding standpoint but also because the website is already delivering tangible business results. The primary objective, launching a professional, user-friendly website capable of generating leads quickly, was achieved almost immediately.
From a technical standpoint, ongoing testing and monitoring show the website performing at an excellent standard across all key metrics. The site is fast, stable, and fully responsive, with no performance or usability issues identified post-launch. This provides a strong foundation for both user experience and long-term search visibility.
Importantly, the website was also built with growth in mind. The client can easily add new project content to the site, allowing them to showcase completed work and continuously expand the site’s content footprint. This creates ongoing opportunities for improved organic reach on Google, helping to support sustained lead generation over time rather than relying solely on short-term gains.
Overall, this project demonstrates how a well-executed website launch, even under tight time constraints, can deliver immediate results when performance, SEO best practices, and user experience are prioritised
