1. What business do we actually want more of?

  • If I could bring you 10 qualified leads next week, what type of jobs would you want them to be?

  • Full roof replacements, roof repairs, siding, gutters, storm damage, insurance work, commercial roofing?

  • Which jobs are the most profitable?

  • Which jobs are easiest for your crews to execute?

  • Are there jobs you currently advertise but would actually rather not receive?

  • What is your ideal project size?

  • Do you want roofing and siding promoted equally, or should roofing remain the primary lead generator?

  • Are there services you perform that aren't currently represented well on the website?

This gives us the SEO hierarchy. We shouldn't try to rank equally for everything.

2. Where do we want R&R to dominate?

Rather than vaguely targeting "Hampton Roads," I would get very specific.

  • What are your top five geographic markets?

  • Smithfield?

  • Carrollton?

  • Isle of Wight County?

  • Suffolk?

  • Chesapeake?

  • Newport News?

  • Windsor?

  • Franklin?

  • Which communities produce your best customers?

  • How far are you willing to travel for a roof replacement?

  • Are there neighborhoods or subdivisions where you've already completed several roofs?

  • Where would you like to become the neighborhood roofer?

This could become a major SEO strategy.

Instead of one generic service-area paragraph, we can eventually build legitimate local content such as Roofing in Smithfield, VA, Roof Replacement in Suffolk, VA, Roofing in Carrollton, VA, etc., provided R&R actually serves those areas and we have useful localized information for them.

3. Why does someone really choose R&R?

I'd push beyond answers like "quality," "service," and "competitive pricing." Every roofer says those things.

"When you're sitting at someone's kitchen table and you win the job even though you're not the cheapest bid, why did they choose you?"

  • What does R&R do that competitors don't?

  • What do customers compliment most often?

  • What are you obsessive about?

  • What mistakes do you see other roofers making?

  • Why does nearly 50 years of experience matter to the homeowner?

  • How involved is the owner or management in each project?

  • What warranties do you provide?

  • What certifications or manufacturer relationships do you have?

  • What materials/brands do you recommend and why?

  • What happens if something goes wrong after the job?

  • What specifically does the Equipter allow you to do better?

  • How clean is the property when you leave?

  • What is R&R unwilling to compromise on?

That's where the next version of the brand lives.

4. What are customers afraid of?

This is classic Brandiscover/StoryBrand territory and also terrific SEO fuel.

"What questions do homeowners ask you over and over again?"

  • How much will a new roof cost?

  • Do I actually need a new roof?

  • Can you repair it instead?

  • How long will the job take?

  • What happens if it rains?

  • Will my landscaping get damaged?

  • What happens to all the nails?

  • How disruptive will this be?

  • Will insurance pay for it?

  • How long should my roof last?

  • What type of shingles should I buy?

  • How do I know whether a roofing contractor is reputable?

  • Do you offer financing?

  • What warranties are included?

Every good question can become a website section, FAQ, Google Business Profile post, short video, social post, or SEO article.

Their sales conversations should become our content strategy.

5. Tell me everything about Evan.

I think Evan could become much more important to the marketing.

The current site already introduces Evan Richardson as the "Neighborhood Roofing Expert." R&R Roofing and Siding

  • What's Evan's official role?

  • What's his background?

  • Is he from the area?

  • Where does he live?

  • How long has he been in roofing?

  • Why does he do this work?

  • What does he enjoy about working with homeowners?

  • Is Evan comfortable appearing in videos?

  • Would he answer roofing questions on camera?

  • Could he do 30–60 second "Ask Evan" videos?

  • Could we photograph him at actual jobs around Smithfield?

  • Is he willing to become a recognizable public face of R&R?

There's a potentially powerful strategy here:

ASK EVAN

Roofing questions? Ask Evan.

That could become a recurring website feature, video series, social campaign, FAQ format and even a lead-generation form.

It gives a fairly anonymous service category a human face.

6. What proof do we already have?

  • How many roofs has R&R installed?

  • How many customers have you served?

  • How many years exactly has the company operated?

  • Do you have repeat or second-generation customers?

  • What's the oldest roof you installed that is still performing?

  • How many Google reviews do you have?

  • Where else do customers review you?

  • Do you have before-and-after photos?

  • Do you have drone footage?

  • Do you have customer video testimonials?

  • Which completed projects would make great case studies?

  • Can we identify projects by community, such as "Smithfield homeowner," without creating privacy issues?

I'd especially hunt for legacy stories. Nearly 50 years is far more compelling when you can say something like:

"We replaced their parents' roof 25 years ago. This year, they called us to replace theirs."

That's marketing gold if those stories exist.

Shift the meeting specifically to search

I'd tell them I need answers to these questions before deciding what we're trying to rank for:

What would your ideal customer type into Google right before calling you?

  • "roofer near me"

  • "roof repair Smithfield VA"

  • "roof replacement Smithfield"

  • "best roofing company near me"

  • "storm damage roof repair"

  • "roof leak repair"

  • "siding contractor Smithfield VA"

Don't worry about whether they're technically the best keywords yet. Their answers reveal how they think their customers search. We can validate the actual search opportunities afterward.

One immediate issue I noticed is that the current site uses both "over 40 years" and "nearly 50 years" messaging. R&R Roofing and Siding I'd nail down the actual founding year and standardize that language everywhere. Consistency makes the brand story cleaner.

The final question

I'd save this one for the end: "Three years from now, if our marketing has worked exactly the way you want it to, what is R&R known for?"

Don't let them answer with revenue.

Do they want to be:

  • Smithfield's roofer?

  • The most trusted roofing company in Western Hampton Roads?

  • The cleanest roofing experience in the market?

  • The local roofing company that's been protecting families for generations?

  • The exterior company homeowners call for roofing AND siding?

That answer becomes the North Star for the Brandiscover, website, SEO, Google strategy, content and advertising.

One thing I'd change strategically

I wouldn't approach this as an "SEO project."

I'd approach it as: Brandiscover → Local Authority → Search Visibility → Lead Generation

  • The nearly 50-year history gives us authority.

  • Evan gives us a personality.

  • The Equipter gives us a differentiator.

  • Smithfield gives us a home turf.

  • Roofing + siding gives us searchable services.

  • Customer questions give us an ongoing content engine.

These pieces are already sitting on the table. Uncover enough detail to turn them into a lead-generation system rather than simply adding more pages to the website.