Carter Roofing: a website to match forty years of heritage roofing
Carter Roofing and Slating is a Wangara roofing and cladding contractor whose work includes Government House, St George's Cathedral and Optus Stadium. Their website had not kept up. It was built in the Flash era and the latest news item on its home page was from 2014. We and our designer built a new one in Webflow around the projects, the products and the quote request. It went live on 31/03/2026.
carterroofing.com.au
25
Pages on the new site, counted on 08/10/2026. Ten are project pages and six are service pages.
134
Questions and answers we wrote for the service and product pages, all editable from the content system.
2
Quote forms, one for a roof and one for metal fabrication, each asking for what the estimator needs.
The situation
The old site did the business no favours. In the copy the Internet Archive kept on 07/11/2025, the home page still loaded a Flash banner, a format browsers stopped playing at the end of 2020. It had no mobile layout, so on a phone it showed as a shrunken desktop page. The latest news item was from 2014, the projects sat in a single gallery, and the products were a row of supplier logos.
None of that matched the business. This is a firm that slates heritage buildings and clads stadiums, and a lot of its work comes from builders and architects who look a contractor up before they call.
The brief from the team was plain. They wanted a site that works properly, looks better than the competition and shows the work. They named three roofing sites they liked and told us what they liked about each. Our job was to beat all three.
The previous carterroofing.com.au, from the Internet Archive copy of 07/11/2025. The panel at the top is the archive's stand in for the Flash banner.
What they asked for
After the first meeting we wrote the scope up as a list and asked the team to mark it up. What came back was specific, down to the fields each quote form needed. The site was built from that page.
What they asked for
What it became
A clean white header and big photography
Full width project photography on every page, with the menu kept light so the roofs do the talking.
Services set out by the kind of job
Six service pages: new build roofing, re-roofing, cladding, heritage, bespoke projects and metal fabrication.
Products explained, not a list of suppliers
14 products, each opening its own panel with a plain description and its own questions and answers.
Two different kinds of quote
One form for a roof quote and one for a metal fabrication order, which takes a drawing with the lengths, folds and quantities.
Enquiries that reach the right person
Contact forms in tabs for general, careers, estimating and accounts, each landing in its own inbox.
A way to hire
A join our team page with an employee spotlight video and a place to send a resume.
Credentials on show
Heritage Skills Association and Master Builders memberships and the 2019 Master Builders Tradesperson of the Year award in the footer, with an Acknowledgement of Country.
What we built
The finished site is 25 pages in Webflow. Ten of them are project pages, including Government House, St George's Cathedral and Optus Stadium, each with its materials, its location, a gallery and its own questions and answers.
carterroofing.com.au as it stands today, captured 08/10/2026.
Almost all of it runs from the content system. Services, projects, products, blog posts and questions are entries, not pages built by hand, so a new project is added once and appears wherever it belongs. We wrote the copy as well, including 134 questions and answers across the service and product pages.
Alongside the site we delivered a brand kit with the logo set, colours and type, a coded email signature for the team, and a training video so they can add projects and posts themselves. The site sits in Carter Roofing's own Webflow account. They own it outright.
25 pages, one system
Service, project, product and blog pages all run from the same content system, so the team can add to the site without touching the design.
The request a quote page, with roof quotes and metal fabrication in separate tabs. Captured 08/10/2026.
A roof built to last a century deserves better than a website that stopped in 2014.
How it ran
The team saw the work at every stage and signed each one off before the next began, twice in person at their premises.
Stage
Date
First meeting at their Wangara premises
14/11/2025
Quote accepted
24/11/2025
Brand kit delivered and approved the same day
11/12/2025
First page designs presented, approved the next day
05/01/2026
First working version of the site to review
09/02/2026
Review meeting in person, change list sent the same day
25/02/2026
Every change from that meeting done
02/03/2026
Site moved into Carter Roofing's own Webflow account
13/03/2026
Launch, with the old site's addresses redirected to the new pages
31/03/2026
Source and method. Our project emails and build records, and the live sitemap for carterroofing.com.au read on 08/10/2026. The description of the previous site comes from the Internet Archive copy dated 07/11/2025. This is a design and build case study. We have not run search or advertising for Carter Roofing, so there are no traffic or enquiry figures on this page.
What made it work
Getting the brief in writing. A marked up scope from the people who run the business is worth more than any amount of guessing, and it meant the first designs were close.
Letting the work carry it. A firm with these projects does not need clever copy. It needs big, honest photographs of its own roofs with the facts beside them.
Building it to be run without us. The site is theirs, in their account, with a video showing how to add a project. We still make changes when they ask, but they are not tied to us to do it.
