Roof Ryders
Roof
Ryders
Project: Website Design and Development, Search Engine Optimization (SEO), Content Writing, Video Production, Photography, Graphic Design, Community Event Marketing, Social Media Management, Paid Social Campaigns, Google Business Profile Management, Citations and Backlink Building, and Weekly Reporting and Strategy.
Roofing · Lufkin, TX · TradeUp client since December 2025Roof Ryders works out of Lufkin, deep in East Texas, where nobody hires a roofer they haven’t heard of. Nobody shops for a roof until they need one — but everybody remembers the company that brought pony rides to town.
So we stopped selling roofs and started promoting the bull bash, the rodeo and the fall festival. The festival signup page became the second most-visited page on their website.
The Challenge
A brand-new website with no search history, in a market of about 35,000 people where roofing is bought on reputation rather than advertising. Roof Ryders needed the town to know the name long before anybody needed a roof.
We built the marketing around the events rather than the roofs. Bull Bash, rodeo, the Ryders Club and the fall festival each got a run of video, a post series and paid campaigns behind them, so the brand showed up in feeds all year rather than only when someone was shopping.
Forty-six videos came out of it — event reels, rodeo shorts, roofing process films and animation — alongside a dedicated festival landing page that went on to out-perform every page on the site except the homepage.
Underneath the visibility we built the site itself: 18 service pages, 15 articles and a Jasper location page, all written and published inside the engagement, on a domain that had never ranked for anything.
Weekly Google Business Profile uploads, citations and backlink work kept the local signals climbing while the content library filled out.
Hear it from Justin
Justin SchlichterOwner, Roof Ryders
Results
Roofing is a trust business. So we sold the trust.
Nobody shops for a roof until they need one. But everybody remembers the company that brought pony rides to town. We shot and cut 46 videos, built a dedicated festival landing page, and ran paid campaigns around every Roof Ryders event.
Event campaigns — people reached
Promoted posts · Facebook & Instagram
The August festival launch alone drove 644 link clicks — more than half the campaign total from a single post.
Since the contract began
| Metric | Total |
|---|---|
| Content views | 295,100 |
| People reached | 80,600 |
| Page visits | 13,400 |
| Content interactions | 4,100 |
| New follows | 518 |
Nearly half of everyone who started a form finished it.
Reach only counts if it turns into contact. The site logged 260 form starts and 123 completed submissions — a completion rate most contractor sites don’t come close to.
Most-visited pages
Page views · Google Analytics 4
The festival signup page is the second most-visited page on the site — an event page out-performing every service page they sell.
What we made
46 videos, plus event assets
| Event | Assets |
|---|---|
| Bull Bash | 4 vertical reels |
| Rodeo | Short-form cuts |
| Fall Festival | Post series + landing page |
| The Ryders Club | 5 graphics + post series |
| Roofing process | Process & animated video |
From zero to page one in six months.
The site had no search history when we started. It picked up its first impressions in March and was pulling 8,000 a month by June — with 246 non-branded queries already ranking in Google’s top three.
Search impressions by month
Google Search Console · 2026
18 service pages, 15 articles and a Jasper location page, all written and published inside the engagement.
Terms they rank top three for
Average position
| Search term | Avg. position |
|---|---|
| roof repair near me | 1.1 |
| roofing | 1.4 |
| roof ryders | 1.7 |
| roofing near me | 2.5 |
| roofing companies near me | 3.0 |
| roofing company lufkin | 3.2 |
Eight months of output.
Everything below is filmed, written, built or maintained by TradeUp, every month, since the contract began.
30 Social posts a month
Written, designed, client-approved and scheduled across both platforms.
18 Service pages written
Residential, commercial, metal, TPO, storm damage, insurance claims and more.
15 Articles published
Texas insurance claim deadlines, hail damage, storm inspection guides.
46 Videos produced
Bull Bash reels, rodeo shorts, roofing process films, animation and event cuts.
Weekly Google Business Profile
Photo uploads every week, plus citations and backlink building.
Weekly Client meetings
A standing weekly call, monthly web reporting and Yelp call monitoring.
TradeUp Marketing engagement began December 31, 2025. Sources: Meta Business Suite, December 31, 2025 – August 31, 2026; event campaign reach is from promoted posts and combines paid and organic delivery. Google Search Console, March – August 2026. Google Analytics 4, Roof Ryders property. Page counts reflect published pages on callroofryders.com.
Website
Roof Ryders came to us with a domain that had never ranked for anything. We built the site from nothing: 18 service pages covering residential, commercial, metal, TPO, storm damage and insurance claims, a Jasper location page, and 15 articles on the questions East Texas homeowners actually search after a storm.
It picked up its first search impressions in March and was pulling 8,000 a month by June — 246 non-branded queries in Google’s top three, and page one for “roof repair near me”, “roofing near me” and “roofing company lufkin”.
The site also does the converting. 260 people started a form and 123 finished one, a 47% completion rate most contractor sites never reach.
And the festival signup page sits second only to the homepage for traffic — an event page out-performing every service page on the site.
Photography
The events are the reason this brand is known, so they are what we photograph. Our crew covers the Bull Bash, the rodeo and the fall festival the way you would cover a town event rather than a marketing activation — the crowd, the animals, the kids on the pony rides, the Roof Ryders team working the gate.
Alongside the events we shoot the work itself: crews on the roof, the wrapped trucks, tear-offs and finished installs, and the detail shots that show a homeowner the job was done properly.
Those stills feed the website and its service pages, the Google Business Profile, the monthly social calendar and every event campaign we put paid budget behind.
Video Production
Forty-six videos in eight months, and most of them are not about roofing. Bull Bash reels, rodeo shorts, event cuts and the Ryders Club series put Roof Ryders in front of Lufkin all year, so the name is already familiar by the time somebody needs a roof.
The rest is the trade itself — roofing process films and an animated explainer that walk a homeowner through what actually happens on their house, which is the part most roofers never bother to show.
The event work earns its place on the numbers. Promoted event posts reached 52,227 people and drew 97,951 views in a metro of about 35,000, and the August festival launch alone drove 644 link clicks.
Everything is cut for social first, then reused on the website, the Google Business Profile and the paid campaigns.
Graphic Design
Not every post can be a film. Between the event reels and the rodeo cuts runs a steady line of designed graphics, built on the Roof Ryders brand — the badge, the rider, the navy and gold — so a post is recognisably theirs before anyone reads a word of it.
They do two jobs. Some sell the season: get your roof ready for fall, we’re ready 24/7, your best roofing solution starts here. Others answer the questions homeowners actually ask — does a roof have to leak to be damaged, do metal roofs get too hot in Texas — which earns the attention that a straight advert never gets.
Every one carries the phone number and the town. In a market the size of Lufkin that is the whole point: someone who has seen the name five times this month already knows who to call.
The same system covers the event work — the Ryders Club series, the fall festival run and the Bull Bash posts — so the graphics, the video and the landing page all arrive looking like one company.
We made the name impossible to miss: event marketing put Roof Ryders in front of a whole town before anyone needed a roof, and a brand-new website was there to catch them when they did.