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November 27, 2023 Three Bird Creative

The Critical Importance of Website Maintenance for Roofing Companies: A Cautionary Tale

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In the today’s digital marketplace, your website serves as the front door to your business. It’s not just about having an online presence; it’s about maintaining it to ensure it remains effective, secure, and user-friendly. For roofing companies, regular website maintenance is not just a recommendation; it’s a necessity. This post will explore the importance of website maintenance, illustrated by a real-life example of a local roofing company that experienced a drastic 96% traffic loss over six months due to neglected maintenance.

Why Website Maintenance Matters:

Website maintenance encompasses various activities, including updating content, fixing broken links, optimizing for search engines, and ensuring overall site health. These tasks are crucial for several reasons:

  1. Security: Regular updates protect your site from vulnerabilities.
  2. User Experience: A well-maintained website offers a better experience, encouraging visitors to stay longer and engage more.
  3. SEO Ranking: Search engines favor websites that are frequently updated and free from technical issues.

Case Study: Local Roofing Company’s Traffic Plunge:

Recently, a local roofing company in Fort Lauderdale, Florida faced a severe online setback. Over six months, they lost 95% of their website traffic from 300 monthly visitors to 10. This drastic decline wasn’t due to a change in market conditions but a series of neglected website issues, particularly broken links and images.

Broken Links and Images – The Silent Traffic Killers:

Broken links and missing images are not just minor inconveniences. They can severely damage the credibility and usability of your website. In the case of the roofing company, these issues led to:

  • Poor User Experience: Customers faced frustration, leading to a higher bounce rate.
  • Diminished SEO Performance: Search engines penalized the site for these errors, resulting in a lower ranking.

The Consequences:

The implications of this negligence were stark:

  • Loss of Online Visibility: With decreased traffic, the company’s online visibility plummeted.
  • Reduced Lead Generation and Sales: Fewer visitors meant fewer inquiries and sales.
  • Brand Reputation Damage: Existing and potential customers questioned the company’s professionalism and credibility.

Preventive Measures and Regular Maintenance:

This situation could have been avoided with regular website maintenance. By routinely checking and fixing issues, the company would have sustained its online health and traffic. Regular maintenance tasks include:

  • Checking and fixing broken links and images.
  • Updating content for relevance and accuracy.
  • Monitoring website performance and speed.


The story of the local roofing company serves as a powerful reminder of the importance of website maintenance for small businesses. In the digital world, your website’s health directly impacts your business success. Regular maintenance is not just about fixing what’s broken; it’s about proactively ensuring your online presence remains robust, secure, and efficient.

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