Overview
Client
Cascade & Roofing Exteriors
Industry
Construction
Relationship
2025–Present
Services
Copywriting
Full Website Rebuild
Website Hosting & Maintenance
In early 2025, we were approached by Cascade Roofing & Exteriors, a company based in Chilliwack, BC, serving local customers for fifty years.
They were looking for a push in marketing, including an updated website. As we got to know the owners, Dan Henrotte and Thomas Strahl, we realized that this was indeed a strong company with solid leadership and a long history of satisfied customers, and yet they had certain issues with their website, which was not representing them well.
Challenge
When Thomas and Dan approached us, their business was already doing well. They had built a good reputation in the local construction industry and a strong team of employees, including estimators, project managers, foremen, and installers.
However, the two owners wanted to continue to grow their business, especially among bigger commercial clients and into new product lines. Their chief concern in contacting us was that they wanted to improve their online presence. Their website was older and was encountering certain functionality issues, and they didn’t want to forfeit any business growth due to a substandard digital experience.
Cascade needed a website that matched the quality of their company.
Approach
Getting to know Dan and Thomas inspired us—they cared about their company, their customers, their workmanship, and their people. We learned about their values and what made them unique as a company.
For example, we came to know how important safety was to them. In addition, we learned about how important it was for them to be active members of roofing associations, both provincially and nationally. All these things needed to be clear on their website.
As we set out to upgrade their website, we took over web hosting and fixed the most desperate functionality issues. Then, piece by piece, we began to rewrite their content: the Careers page, the About page, and then the Home page. We added new photos and simplified the user experience. Next, we started writing new Project Profiles about some of their most successful jobs for high profile customers.
As we continued to add the new pieces, it became clear that the framework of the older website still left them with significant vulnerabilities and obstacles in terms of updating and maintenance. At that point, they decided to move forward with a full website rebuild, which allowed us to provide enhanced hosting, maintenance, and security.
During the process, we also helped Cascade reposition their company’s offering in the marketplace by switching from a product-centered focus to service-centered, which was represented well on their updated website.
During the process, we also helped Cascade reposition their company’s offering in the marketplace by switching from a product-centered focus to service-centered, which was represented well on their updated website.
Website Design
Copywriting
Full Website Rebuild
Website Hosting & Maintenance
Certain aspects of Cascade’s brand were not visible on their old website. We helped bring those values and distinctives to the fore, such as their commitment to safety, their membership in various associations, and their resolution to be more service-focused rather than product-focused.
We started with functionality fixes and a partial rebuild, but then moved ahead with a more thorough redesign of the entire website to upgrade all aspects of its navigation and user experience. The new WordPress site was reduced from twenty pages to six, featuring clear calls to action at each juncture of the user experience. We also updated much of the written content and reduced repetition across the various pages, as well as added several new project descriptions with high-quality images.
Impact
Cascade now has a website that aligns with their reputation for professional roofing and exterior services.
The site is not only simpler, but also more modern and user friendly. It fits their brand and reflects the confidence and trust that they have earned with customers. The site also invites viewers to engage and respond to the company’s offers, reinforcing credibility at every touchpoint. Cascade is now well positioned for the growth that they intend.
