Dakwerken Roofit

Where they stood

Dakwerken Roofit has been laying flat roofs in and around Antwerp since 1992: more than three thousand of them by now. They are our longest-running client: we have worked together since 2020, before Zalm Partners even had that name. The craft was never the problem. The website was. It ran on WordPress, it was slow, and in a market where dozens of roofers compete for the same searches, that means you eventually exist only by word of mouth.

The first analysis turned up more. The site was indexed on two protocols at once: the secure and the insecure version, both ranking, both with their own positions. Two versions of the same company diluting each other's signals. Not an exotic problem, but it appears in no standard report; you only see it when you put the raw data side by side.

The biggest problem was not on the site at all. Someone with a leaking roof today increasingly opens ChatGPT rather than Google and simply asks who to call. That answer contains three or four names. No more. This is not a results page where position eight still counts.

You are in the answer, or you do not exist.

What we did

Build

The site moved from WordPress to Webflow: faster, easier to maintain, and technically readable for search engines and language models alike. The duplicate protocol version was cleaned up. And where most companies settle for one domain, we built three: dakwerken.be, roofit.be and platdakexpert.be: each with its own role in the same market.

The structure is deliberately plain: the homepage highlights the six core services and each service has its own in-depth landing page. That shows Roofit is a specialist in every one of those areas.

Fill

Not chasing "roofer Antwerp", but the way people actually ask. Per municipality: Zoersel, Zandhoven, Halle, Pulle, Berchem, Ekeren, Merksem. And per situation: flat roof repair after a leak, who do I call in Antwerp? Those are not keywords but whole questions, and exactly what someone puts to an AI.

The copy is written for two readers at once: the search engine and the homeowner. No jargon, just plain language.

Convert

The site is built around a single action: requesting a quote. A clear process, references by region, and a form that asks what a roofer needs to know to give an estimate straight away.

What came out

The phone rings more often, and the conversations are better. Eight in ten enquiries are about flat roofs: precisely Roofit's speciality. That is the difference between more traffic and more work.

Perhaps the most important part is what fell away: Roofit no longer has to pay for expensive leads through platforms like Trustoo. The enquiries come in directly and belong to them.

Where we are now

The engagement continues. The three domains are being developed further and reinforce each other in the same market. The question is no longer whether they get found, but how much of the market they can hold.