CASE STUDY / ROOFING · FRANKLIN
Three Stone Roofing: the baseline before the rebuild went live.
Franklin’s most-reviewed roofer — 4.9 stars on 558 Google reviews — signed in August 2026 for a new site and the search work. The new site went live on September 23, 2026. This is what the measurements said the week before, and what the next ones are measured against.
What they came with
A WordPress site that Google could not see: every page carried the “discourage search engines” tag, so a site: search returned nothing and the home page was missing from the firm’s own brand results. Our scanner scored it 56 of 100 with eleven failures — a 158-character title, no meta description, no H1, no structured data, no sitemap, a 22-second largest contentful paint. 104 domains linked to it, several with the shape of bought links. Underneath all of that, one of the strongest businesses in the market: 558 reviews at 4.9, 37 new ones a month, #1 on the map at its own address.
What was built and run
The work.
- A rebuild to the client’s seven-page brief — roofing first, credibility first: a home page “Built to a Higher Standard”, About with the team and six stat boxes, residential and commercial pages with their own maps, two consolidated trade pages, and a gallery of 46 projects and 213 photos
- Service-area pages for seventeen Middle Tennessee cities and six North Alabama communities, each with something specific to say
- Structured data, answer-first copy, FAQ blocks and an llms.txt on every page; crawl access for the AI agents; a scanner score that passes on launch day
- The pre-cutover SEO report, the backlink audit and the first Visibility Snapshot — the baseline everything after the cutover is measured against
- A traffic dashboard on the client’s own domain, counting visits, AI referrals and leads at the edge from day one
- The go-live on September 23, 2026: the domain’s mail, payment-link and verification records carried across one for one, all 119 of the old site’s addresses answering, the two ad landing pages rebuilt on their own addresses with every Google Ads and Meta tag checked live, and the forms saving each lead before it is emailed
What the tools measured / Every number dated and sourced
The numbers.
Read from the client’s own systems and from our tools on the dates shown. Nothing here is estimated.
- Asked who to hire in Franklin
- Named in 3 of 20 answers across five engines, the site cited in 3; asked by name, recognized in 9 of 9. On 2026-09-20 ChatGPT named it first — “If you want one company to call first, I’d start with Three Stone Roofing and Exteriors” — and Google AI Mode listed it first the same dayVisibility Snapshot · 2026-09-20
- Map pack, “roofing contractor”
- In the top three at 12 of 25 points across a twelve-mile square, #1 at the business’s own pin, fading to the east toward Brentwood and NolensvilleVisibility Snapshot · 2026-09-19
- Reviews
- 4.9 stars · 558 reviews 37.5 new a month, 19% answered, median reply 38 days — 282 reviews ahead of the next business in the packThe Business Profile, read by the snapshot · 2026-09-19
- On page one of Google
- 0 of 6 phrasings about 90 searches a month across them — the site was noindexedVisibility Snapshot · 2026-09-19
- Listings
- On 8 of 17 directories two showing a different phone or addressVisibility Snapshot · 2026-09-19
- The old site, on our scanner
- 56 of 100 eleven failures, including a 22-second largest contentful paint and no structured data at allThe free scan · 2026-09-19
What happens next
The same measurements ninety days after the go-live, read against this baseline. Alongside them, the two things that never waited for the site: answering the reviews (the assistant we install drafts them the same day) and claiming the nine missing listings with the exact profile name, address and phone.
The layers that did this work: web design, local SEO, AI SEO.
FAQ / Answers
Three Stone Roofing & Exterior Services — questions
When did the new site go live?
On September 23, 2026, when the client moved the domain. Its mail and payment records came across one for one, so the company’s email and its payment link carried on unchanged; all 119 of the old site’s addresses answer on the new one; and the landing pages the ads point to were rebuilt on the same addresses with the same tracking, checked live the same day.
What changed at the go-live?
Google got a site it can index for the first time — the old one asked not to be — with a page for each service and each town, structured data on every page, and every old URL answering. The measurements above are the baseline; the map grid, the AI answers and the search positions are re-run monthly from the go-live.
Do the reviews move with the site?
The reviews live on the Google Business Profile, not on the website, so nothing about them changes. What the new site adds is the same rating, stated in structured data and on the page, where the engines can read it as a fact rather than infer it.
More of the work
The other case studies.
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