Service Page Copy
for Starlight Exteriors
Website Copy Spec
Starlight Exteriors serves residents and businesses across the tri-state area. They specialize in emergency outdoor inspections, roof repairs, and new-roof installations.
Home and business owners protect their properties at an affordable cost with help from the Starlight Exteriors roofing team. The family-operated business prides itself on carrying out safe and lasting repairs for residents after storms.
For this spec, I challenged myself to develop a website service page that outlined the company’s specific roofing material offers. Prospective customers browsing the site could see which home improvement solutions Starlight provides and when to consider hiring them for the job.
Starlight Exteriors’ Brand Voice:
Neighborly / Hard Working / Warm / Responsive / Industry Knowledgeable
Research & Delivery
Starlight Exteriors is a small contracting company competing against prominent roofers in the Midwest. To level the playing field, I needed to reflect Starlight’s industry knowledge with simple but effective website copy.
I began by familiarizing myself with the construction materials they offer; what they are, how long they last, when installations are recommended, etc. Working with other HVAC contractors and roofing companies in the past gave me an advantage during this initial research phase. It was important not to overload the page with details, but rather, spotlight the company’s BBB credibility and industry knowledge.
Many roofers do not localize their website content, preventing them from enjoying optimal lead generation across wide service areas. For this web page, I implemented localized keywords, underscored unique selling points, and highlighted relevant products without overcomplicating their features.
This project illustrates the line brands must draw between proving trade authority and communicating it to a less informed audience. Simplifying convoluted language and connecting with the reader’s pain points or concerns is the best path to converting. Businesses can deploy this messaging strategy across their website for consistent branding.
Copy to Conversion
Speaking to Starlight’s customers isn’t just about communicating services — it’s also about driving conversions through each website page. In alignment with this strategy, I created a form fill in the margins that allow prospective customers to schedule a consultation after reading. Interlinking also improves website navigation between service pages and contributes to a seamless browsing experience.