RoofNStop is a well-established roofing supplies and materials company in Ireland, primarily serving professional roofers while also supporting a wide range of other trades who rely on high-quality roofing products and building materials. With a strong reputation in the industry and a large product catalogue, the website plays a critical role in both product discovery and online sales.
Prior to this project, the RoofNStop website had last been built in 2014–2015. While it had performed reasonably well over the years in terms of search rankings, the site had become significantly outdated from both a technical and user-experience perspective. The design no longer reflected the scale or professionalism of the business, and the underlying codebase was built on older standards that limited performance, flexibility, and future growth.
One of the most immediate issues was the mobile experience. The site was not properly optimised for modern mobile devices, with elements breaking outside the natural viewport and legacy code causing layout inconsistencies across screen sizes. As mobile traffic continued to increase, this created friction for users browsing products on site, directly impacting usability and conversions.
From an SEO standpoint, RoofNStop had solid rankings, but the structural and technical SEO foundations were weak. A detailed audit using tools such as Sitebulb highlighted issues including inefficient site structure, technical errors, and limitations that made it difficult to scale SEO effectively as the product catalogue continued to grow. Rather than patching these problems incrementally, a full rebuild provided the opportunity to address them properly at their core.
Performance was another key consideration. Although the old site performed adequately, it was built on slower, outdated code that struggled to keep pace with modern expectations, particularly for an e-commerce website with 1,800+ products. The rebuild focused on improving load times, optimising code, and ensuring the site could handle a large catalogue without sacrificing speed or stability.
The overarching goal of the project was a full website rebuild, not a cosmetic redesign. The aim was to modernise the website, resolve long-standing technical and structural SEO issues, improve performance, and deliver a significantly better user experience for trade customers and other users alike. Importantly, the rebuild also focused on conversion optimisation, ensuring that users could find products faster, navigate categories more intuitively, and complete purchases with less friction.
Since the relaunch of the new RoofNStop website, the impact has been clear. While the backend systems remain consistent, the improvements in structure, speed, and usability have contributed to a sales increase of over 40%, demonstrating the value of investing in a technically sound, performance-focused rebuild rather than short-term fixes.
The approach to rebuilding the RoofNStop website was rooted in technical analysis, SEO preservation, and long-term scalability, rather than visual changes alone. Given the age of the previous site and the scale of the product catalogue, a methodical and data-driven process was essential to ensure improvements were made without risking existing performance.
Before any development work began, a full technical audit was carried out using Sitebulb to identify structural SEO issues, crawl inefficiencies, and legacy technical problems that had built up over time. This allowed us to clearly map out priority fixes and understand how search engines were currently interpreting the site.
Performance was also reviewed using GTmetrix, highlighting opportunities to improve load times by addressing outdated code, unnecessary scripts, and inefficient asset loading. These insights shaped the technical direction of the rebuild from the outset.
One of the most critical elements of the rebuild was restructuring the site’s URLs to be clean, descriptive, and search-engine friendly. The previous setup relied heavily on outdated formats such as /category/SKU, which offered little SEO value and failed to communicate product relevance to search engines or users.
As part of the rebuild, URLs were redesigned to follow a clear, logical structure that included:
The brand name where relevant (leveraging strong global manufacturers)
The full product name
Consistency across categories and products
For example, product URLs were rebuilt to formats such as:/freund-tools/freund-ultravision-seaming-pliers
This approach ensures that:
Major brands are clearly highlighted
Primary keywords are present in the URL, SEO title, and meta description
Products are immediately understandable to both users and search engines
Protecting existing rankings was a non-negotiable part of the project. Wherever URL changes were required, 301 redirects were carefully implemented to preserve link equity and prevent traffic loss.
No valuable content was removed during the rebuild. Instead, existing pages were enhanced and expanded based on current keyword rankings, ensuring relevance was maintained while improving overall quality. This SEO-first approach meant the new site launched without any drop in rankings or traffic.
In fact, the opposite occurred. Traffic increased immediately following launch, and the site now ranks on the first page of Google for over 600+ keywords, demonstrating the effectiveness of rebuilding with SEO foundations in mind.
Rather than copying competitors within the same industry, we analysed high-performing websites across a range of industries to understand what structures, layouts, and user journeys consistently performed well. These insights were then aligned with RoofNStop’s specific audience and business goals.
The resulting design focused on:
Clear navigation for large product categories
Faster product discovery for trade users
Clean layouts that prioritise information and ease of use
Reducing friction between landing on the site and completing a purchase
Every design decision was made with usability, clarity, and conversions in mind.
The rebuild was carried out on the same platform, allowing existing backend systems to remain intact while dramatically improving the frontend experience. Unnecessary and legacy code was stripped out, resulting in a faster, cleaner, and more efficient site.
Despite supporting 1,800+ products, the new website delivers significantly improved performance, scalability, and maintainability, creating a strong technical foundation for future SEO growth, content expansion, and feature development.
The outcome of the RoofNStop website rebuild clearly demonstrates the impact of taking a strategic, SEO-led approach to web development rather than focusing solely on design changes. By addressing long-standing technical limitations and modernising the site from the ground up, the new website has delivered measurable improvements across performance, visibility, and revenue.
One of the most important indicators of success was the absence of any negative impact on search performance following launch. Thanks to careful URL restructuring, content preservation, and precise 301 redirect implementation, the website experienced no loss in rankings or traffic.
In fact, traffic increased immediately after the relaunch. The improved site structure, cleaner URLs, and stronger on-page optimisation allowed search engines to better understand the website’s content, products, and hierarchy. As a result, RoofNStop now ranks on the first page of Google for over 600 keywords, significantly expanding its organic search footprint and visibility across both branded and non-branded searches.
Despite supporting a large catalogue of 1,800+ products, the rebuilt website delivers noticeably faster load times and a smoother browsing experience. The removal of outdated and unnecessary code, combined with performance-focused development decisions, has resulted in a website that feels quicker, more stable, and far easier to use, particularly on mobile devices.
These performance gains are critical not only for user experience but also for SEO, as site speed and usability continue to play an increasingly important role in search rankings.
The improved structure, navigation, and product discovery experience have had a direct impact on conversions. Trade users can now find products more quickly, understand specifications more clearly, and move through the purchase process with less friction.
Since the relaunch of the new website, online sales have increased by over 40%, highlighting the commercial value of investing in a properly planned and executed rebuild. Importantly, this growth was achieved without changing backend systems, reinforcing that the gains came from better structure, performance, and user experience rather than operational changes.
Beyond short-term results, the rebuilt RoofNStop website now provides a future-proof foundation for continued growth. The improved technical SEO structure, scalable performance, and cleaner codebase make it far easier to:
Expand the product range
Implement advanced SEO strategies
Introduce new features such as trade accounts
Support ongoing content and marketing initiatives
This project demonstrates how a full website rebuild, when executed with a clear strategy and technical discipline, can protect existing performance while unlocking significant new growth opportunities.
