Roofing / Content planning

A roofing page plan
and writer’s brief

Original demonstration · Roofing content planning · October 14, 2026

This sample shows how I would organize a small roofing website before writing every page. The business is hypothetical. The page map and brief are new demonstration material, not a client deliverable or a claim of measured results.

Inside this sample

01 / The assignment

The assignment

Plan a residential roofing website that helps a homeowner choose the right starting point and gives an agency a clear writing assignment. For this exercise, the proposed services are repair and replacement. The business would need to confirm both before implementation.

02 / Page map

A lean page map

Roofing services

Purpose: help the visitor choose a service. Introduce repair and replacement in plain language, link to each service page, and explain how to request a conversation. Keep detailed service questions on the relevant page.

Roof repair

Purpose: collect a useful repair inquiry. Explain what information the contractor needs, how the request is reviewed and what happens before an appointment is confirmed. Do not promise that every roof can be repaired.

Roof replacement

Purpose: explain the process and invite a project discussion. Cover the assessment, proposal and decisions the homeowner will need to make. Materials, warranties and financing belong here only when verified.

Service area

Purpose: state where the contractor actually works. Start with one accurate coverage page. A separate town page needs useful, verified information about work in that area, not a changed place name in the same copy.

Request a roofing consultation

Purpose: provide one clear contact route. Ask for contact details, the property’s town or ZIP code, the service of interest and a short description. Keep uncertain visitors able to select “Not sure.”

03 / Writer’s brief

Writer’s brief: roof replacement

Reader: a homeowner comparing next steps who has not necessarily decided to replace the roof.
Page objective: help that person understand the proposed process and request a conversation.
Primary action: Request a roofing consultation.

Opening: name the service and verified area, then explain what the visitor can ask about. Avoid unsupported claims such as “best roofer” or “lowest price.”
Assessment: describe how the contractor evaluates a request. Confirm whether a site visit is required, who attends and whether a fee applies.
Proposal: explain the information the actual business includes, such as scope, material choices, exclusions and payment terms. Do not invent a standard package.
Project questions: address scheduling, property access, cleanup and warranty coverage using approved business answers.
Evidence: use authorized project photographs with accurate captions. Testimonials need permission and a traceable source.
Contact: repeat the primary action and explain the next step without promising an unconfirmed response time.

04 / Example opening

Example opening

ILLUSTRATIVE COPY

Planning a roof replacement?

Start with a conversation about your roof, your concerns and what you want to understand before moving forward. Share your location and a short description of the project so we can discuss the next step.

Button copy: Request a roofing consultation

This is sample copy, not an offer of roofing services or a live contractor inquiry form.

05 / SEO handoff

SEO and internal-link handoff

Proposed path: /roof-replacement/
Title pattern: Roof Replacement in [Verified Service Area] | [Business Name]
Description draft: Discuss a roof replacement with [Business Name] in [Verified Service Area]. Ask about the assessment, proposed scope and next steps.
Link to replacement from the roofing-services overview. Link back to repair where a reader may be looking for a different service; leave the diagnosis to the contractor.
Link the service-area reference to the coverage page and the primary action to the same relevant contact form.
Replace every bracketed field before launch. Confirm the final title describes the actual page and business.