
Caliber Commercial Roofing
A commercial, industrial, and multifamily roofing contractor based in Middlebury, working across Northern Indiana.
The Challenge
Almost every roofing search is residential, and almost every roofing site is built for a homeowner with a leak. Caliber does not touch houses. Their buyer is a plant manager with production running under a metal roof, a property manager with tenants living underneath it, or a facilities lead deciding whether this year's budget covers a coating or a full tear-off. Those buyers ask different questions on a much longer timeline, and none of them are served by a site organized around roofing products.
Our Solution
We built the site from scratch around building types instead of materials. Manufacturing, warehouse and distribution, multifamily, retail and office, churches and schools, and agricultural each got their own path, so a visitor lands on language about their own building on the first screen. Underneath that we mapped the service lines, single-ply, coatings and restoration, metal, and shingles, and built out county and city coverage across the Northern Indiana market the crews actually drive to. A short qualifier routes visitors into a free roof inspection instead of a generic contact form.
Key Results
- 1Full website built from scratch for a commercial-only contractor, with no residential dilution
- 2Site architecture organized by building type across six commercial and industrial markets
- 3Dedicated coverage for single-ply, coatings and restoration, metal, and shingle systems
- 4Five-question roof qualifier feeding the free inspection funnel, with tap-to-call on every screen
- 5Local SEO buildout across Elkhart, LaGrange, St. Joseph, Kosciusko, and Noble counties
- 6Scroll-reveal and parallax motion tuned to how the work photographs, mobile-first, deployed on Cloudflare


