The business
McDonald Roofing Company is a metal roofing and architectural cladding specialist based in Wangara, WA, trading since 2022. The crew works in genuine BlueScope COLORBOND® steel across concealed-fix profiles, Kliplok 700, Trimdek, Custom Orb, standing seam, plus Prominence Nailstrip wall cladding, and is regularly brought in by Perth custom-home builders, including Giorgi, ORMO Build, Distinctive Homes WA and Imperial Building Services, to cover the roof and cladding package on architect-designed homes. The core of the work sits in Perth’s western and coastal corridor: Dalkeith, Nedlands, Peppermint Grove, Cottesloe, Mosman Park and City Beach.
What they had before
Nothing. The scrape that fed this build recorded zero existing pages, no services section, no area pages, no gallery, no blog, and no domain. The only public presence was an Instagram account, 1,285 followers and 30 posts deep, and a Facebook business page. That’s a genuine trade doing five-figure custom-home work, with proof of it sitting in a phone camera roll and nowhere a homeowner or a builder could search for it.
There are also no public Google reviews on this business yet, which shapes what the site could honestly lean on. Most roofing sites sell on stars; this one had none to show, so the trust argument had to be built a different way.
What we built
An Astro 6 site with React 19 islands, framer-motion and GSAP for motion, Lenis for scroll, Tailwind 4, and a bone-and-ink palette with a single COLORBOND accent, built to read as an architectural-cladding specialist rather than a red-and-blue trade template. Archivo and IBM Plex Sans carry the type.
The page set: a services index plus five individual service pages (COLORBOND metal roofing, architectural wall cladding, re-roofing and replacement, custom-home and new-build roofing, guttering/fascia/flashings), a dedicated cladding page, a portfolio/work page, an areas index plus 12 individual suburb pages grouped into three real regions (Western suburbs: Dalkeith, Nedlands, Claremont, Swanbourne, Floreat; Coastal: Cottesloe, Peppermint Grove, Mosman Park, City Beach; Northern corridor: Wangara, Marmion, Watermans Bay), a guides section with three long-form reference articles (metal roof profiles, architectural cladding, COLORBOND colours for the coast), an FAQ page, about, and contact.
Because there’s no review history to point to, the trust layer is built from what’s actually verifiable: the ABN, the founding year, and, the strongest asset for this business, a named wall of the custom-home builders McDonald works alongside. The portfolio itself runs 20 real photos pulled from the business’s own Instagram feed, drone aerials, named jobs tagged by suburb (a Dalkeith Kliplok job for Giorgi, a Peppermint Grove finish, a Watermans Bay build with ORMO Build), not generic stock. WA licensing is handled honestly on the site: metal roofing and cladding isn’t a separately licensed trade in this state, so the copy leads with ABN, the builder relationships and workmanship rather than inventing a licence that doesn’t exist.
RoofingContractor, LocalBusiness, Service, FAQ and BreadcrumbList JSON-LD are wired in, along with a dynamic llms.txt for AI-search discovery. The sitemap is hand-weighted so services and the cladding/portfolio pages outrank thin area pages in crawl priority, rather than treating every URL as equal.
Where it stands
The site is live on a Vercel preview domain (mcdonald-roofing-company.vercel.app); a custom domain hadn’t been connected as of this write-up. Because there was no prior site, there’s no before/after search data to report, this build’s value is going from invisible to indexable, structured, and carrying a real portfolio, not a ranking-lift story yet. Google Business Profile management, review generation and ongoing content are the next layer once the domain and retainer are in place.
What’s included
A one-off build plus a month-to-month retainer covering GBP setup, reviews, and content. The site, the suburb pages, the portfolio and the domain are the business’s from day one. Cancel the retainer any time after 90 days and everything stays with the business.