Roof Masters Plus

01 — Project details

Roof Masters Plus, a roofing company based in West Point, IN, approached me with a website that didn’t reflect the personality of its owner or team. The owner, known for his humor and warm demeanor, wanted a website that was approachable, funny, and trustworthy—qualities that resonated with his blue-collar clientele. With little competition in town and no need for SEO, the primary goal was to create a site that captured his unique personality and built an immediate connection with potential customers.

02 — Creative process

I embraced the challenge of crafting a website in the “jester” archetype, infusing humor and warmth into every element. The content was conversational and lighthearted, building trust while showcasing the team’s approachable nature. Fun taglines, engaging visuals, and witty copy made the site a reflection of the owner’s jovial personality. By focusing on storytelling and authenticity, the site invited customers to feel at ease while reinforcing the team’s reliability and craftsmanship.

03 — Results

The revamped website became a true extension of Roof Masters Plus’s identity, delighting both new and returning customers. The approachable tone and humor resonated strongly with the local community, contributing to a boom in business. In fact, the company’s schedule filled so quickly that, when I later needed roof repairs for my own home, the owner was booked out for three months—a testament to the site’s success in building trust and demand.