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Website Design & Development

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Summary

For nearly 30 years, Balken Roofing has built a trusted family name throughout the Asheville market. With approximately 390 Google reviews, a 4.8-star rating, GAF Master Elite status, and multiple generations of the Balken family involved in the business, Balken already has something newer competitors cannot easily recreate: reputation, recognition, and history.

The current Surefire Local website does not reflect that reputation or support where Balken wants to go next. Our review uncovered slow mobile performance, broken and outdated pages, technical issues affecting how content appears in Google, and an experience that does little to showcase the people, reviews, credentials, and expertise that differentiate Balken.

Balken currently has 394 pages indexed by Google, including 100+ broken or restricted URLs and outdated content. Blog posts are also appearing in search under the generic title "Blog," limiting the value of content Balken has already created.

At the same time, the organic opportunity is significant. During the last 90 days, Balken generated nearly 158,000 organic search impressions but only 568 organic clicks, with approximately 70% coming from people already searching for Balken by name. One roof repair versus replacement page alone appeared more than 56,000 times while generating only one click.

The demand is already there. The opportunity is to capture more of it.

DynamiX recommends replacing the existing Surefire site with a completely custom Octane website built to generate qualified leads, regain organic visibility, support iHeart's paid media efforts, and better communicate why homeowners should choose Balken.

Balken will retain ownership of its content and data, full administrative access to its Octane website, the ability to export its content and data if ever needed, and direct access to named DynamiX contacts.

Site Goals

Generate more qualified leads with a faster, conversion-focused website that supports Balken's highest-priority services and paid campaigns.
Restore and grow organic visibility by fixing the technical, structural, and content issues preventing Balken from capturing the search demand it has already earned.
Make the Balken family name a competitive advantage by putting the company's people, reputation, history, reviews, and credentials at the center of the experience.

The Big Goal:

Build a website that helps Balken win more of the homeowners already searching for what they do, while making it easier for those customers to understand why Balken is the right choice.

The Big Challenges We Plan To Solve For

Website performance audit showing low performance score of 40 with metrics like speed index and contentful paint times.

Site Speed and Codebase

Balken Roofing's current mobile performance score of 40/100 creates a significant challenge for both search visibility and user experience, making it harder for potential customers to quickly access the site, engage with key content, and convert into qualified leads.

Modernizing the Look & Feel

An outdated website can quietly undermine credibility, even when the underlying business is strong. As part of our work together, we will modernize the look and feel of the site to better reflect the quality, professionalism, and relevance of Balken Roofing today. This includes updating visual patterns, layout systems, and interactions to create a cleaner, more confident experience that aligns with current user expectations while remaining flexible enough to evolve over time.

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Pages Indexed By Google

Balken Roofing currently has 394 pages indexed by Google. During pre-development, our team will use the completed content audit as the migration roadmap and validate it against the broader indexed site before launch.

Based on the current migration roadmap, approximately 142 pages will be kept and improved, 108 will be consolidated into stronger pages, and 32 will be removed. Remaining indexed URLs will be reviewed to determine the appropriate path forward, with valuable content and search equity preserved through updates or redirects where appropriate. Low-value content such as tag pages, category pages, outdated filler content, and poorly tailored local pages will be consolidated, redirected, or removed from the new site experience.

Octane Platform Capabilities

"What We Think About So You Don't Have To"

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SEO Explorer

Confident SEO Optimization Without Guesswork

The Octane SEO explorer lets you know where you stand in real time, pointing out issues on pages across the website. It not only validates that you and your team are doing the right thing, but identifies areas to take you to the next level and makes it easy to execute on those.

Website performance report showing 99 score with fast paint times and zero blocking for high SEO efficiency.

Site Speed

Blazing Fast & Always Improving, Automatically

Octane is designed to allow for lightning fast page loads and optimization at scale, ensuring your site loads quickly for visitors at all times. As we find speed optimizations, they are deployed at scale across our infrastructure, meaning your site gets faster over time!

OctaneAI

Your Full-Time Brand & Content Writing Expert

Leveraging the latest in technology, OctaneAI embeds intelligent, page-level content assistance directly into Octane, allowing you to create, refine, and improve content in context, reducing reliance on external tools, back-and-forth revisions, and ongoing content bottlenecks. And best of all, it writes and thinks like you do!

Form Builder

Easy for users. Powerful for your team.

Octane's Form Builder allows for highly engaging, complex and nimble form creation with the same confidence of any other part of the site. Customize form inputs, make decision matrixes, choose where you want submissions sent, and integrate with webhooks or Google Sheets for easy onramp into other platforms. For complex CRM integrations, we are here to scope as needed!

301 Redirector

Protect Rankings. Preserve Traffic.

Our one-of-a-kind Redirect Explorer is designed to allow your team and ours to ensure that all pages of the original website are fully accounted for in the new experience. This allows you to see with confidence that we have done our jobs for you prior to the site going live, saving time and creating accountability and confidence in the process.

Audit Trail

Complete Visibility. Built-In Accountability.

Octane serves as a single source of truth for how your site is updated and improved over time. Every change is automatically tracked, creating clear visibility into what, when, and who made any updates. The audit trail not only supports better decision-making and easy rollback when needed, but also provides built-in accountability across your organization and beyond!

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Page listing Balken Roofing's trusted service areas across multiple communities in Western North Carolina.

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Website Strategy & Build

Our first priority will be improving the website's ability to generate qualified leads. DynamiX will build a completely custom Octane website for Balken Roofing—not a pre-built roofing template—with clear paths around roof repair, roof replacement, emergency roofing, storm damage and insurance claims, financing, and other high-intent services.

The new website will rebuild Balken's core experience, including the homepage, approximately nine primary service pages, financing, reviews, contact, About and family content, the blog, and priority market pages.

Navigation & User Pathways

The site structure will make it easier for homeowners to move between services, educational content, and the markets Balken serves. Approximately 12 priority Asheville-area market pages will be strengthened, overlapping location content consolidated, and a stronger Swannanoa presence established using real projects, reviews, photos, and local experience where available.

The goal is not to recreate every page currently on Surefire, but to build the right website while preserving content and search equity that still provide value.

Site Design & Storytelling

The homepage will immediately feature Balken's strongest differentiators, including its family, customer reputation, core services, reviews, and GAF Master Elite credentials, while financing remains an important supporting message rather than the primary focus.

The existing Meet the Balkens page is already one of the site's strongest organic performers, reinforcing that homeowners are interested in the people behind the company. DynamiX will work directly with the Balken family to develop that story and organize the content rather than expecting the team to write the website independently.

Conversion & Lead Flow

Dedicated landing pages will support iHeart's emergency repair, storm/insurance, and financing campaigns at launch. The estimate experience will also be improved using clear forms and guided pathways rather than chatbots or automated scheduling, while existing GA4 and Google Tag Manager conversion tracking will be preserved or rebuilt as needed.

DynamiX will provide the website, landing pages, tracking, and content foundation, while iHeart continues managing its ongoing paid search and SEO programs.

Content Migration & Improvement

Based on the current audit, approximately 142 pages will be kept and improved, 108 will be consolidated into stronger pages, and 32 will be removed. Remaining indexed URLs will be reviewed to determine the appropriate path forward, with valuable content and search equity preserved through updates or redirects where appropriate.

Priority will be given to content already earning search visibility but little traffic, including roof repair versus replacement, commercial roofing, gutters, storm damage, and insurance-related topics. The goal is to help Balken regain organic ground in the markets and services where newer competitors have moved ahead.

Educational content will answer common homeowner questions around pricing, repair versus replacement, roofing systems, warranties, financing, insurance claims, storm damage, and the reroofing process. Where appropriate, content will also explain economical versus full-system options, realistic pricing ranges, and the trade-offs between choices to support both traditional and AI-driven search.

Performance & Launch

Balken Roofing's current mobile performance score of 40/100 creates a significant challenge for both search visibility and user experience, making it harder for potential customers to quickly access the site, engage with key content, and convert into qualified leads.

The new site will address broken URLs, outdated and duplicate content, obsolete tag and AMP pages, soft-404 behavior, page titles, metadata, schema, internal linking, sitemap structure, and mobile performance, including correcting blog content currently appearing in Google under the generic title "Blog." Valuable page and media URLs will be preserved or redirected where appropriate.

The current site will remain live throughout development. Redirects will be planned and tested before launch to avoid downtime and minimize migration-related ranking disruption, while domain ownership, tracking numbers, Google Business Profile information, analytics, and other critical assets are verified before cutover.

Ownership, Access & Ongoing Support

Balken will retain ownership of its website content and data, full administrative access through Octane, and the ability to export its content and data if needed. DynamiX will provide training, direct access to named team members, and one hour of website maintenance and support each month following launch.

The engagement will follow a build, launch, and refine approach, with quarterly strategy and storytelling conversations during the first year to identify new projects, customer questions, stories, and opportunities to continue improving the site.

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Ongoing Support, Included

Every Octane site includes ongoing platform support, along with one hour of active support each month at no additional charge. This time can be used for small updates, guidance, or questions—ensuring help is available when needed without the friction of tickets, contracts, or surprise fees. Want more support? We're here for it!

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A Site That Improves Over Time

Octane is not a static system. Performance, infrastructure, and core capabilities continue to improve automatically as the platform evolves, often without requiring any action from your team. Your site benefits from these improvements simply by being on Octane.

Continuous Performance & Stability Enhancements

Behind the scenes, Octane is actively optimized for speed, reliability, and scale. As we refine infrastructure and tooling across the platform, those gains are inherited across our sites, helping ensure long-term performance without rebuilds or maintenance cycles.

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Ongoing AI Advancements

OctaneAI is continuously expanded and refined as new AI capabilities become available. As the platform evolves, your site gains access to improved content assistance, smarter workflows, and more capable tools—without needing reimplementation or retraining.

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Built-In Transparency & Accountability

Every Octane site includes a full audit trail that tracks how the site is updated and improved over time. This provides clarity into what's changing, who's making updates, and how work is progressing—internally or with third-party partners.

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No Plugin Debt. No Forced Rebuilds.

Octane eliminates the plugin sprawl and technical debt common to traditional CMS platforms. New capabilities are added through the platform itself, allowing sites to evolve and expand over time without ever requiring a full rebuild.

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A Long-Term Platform, Not a One-Time Project

Octane is designed to support your site for years, not months. As your business grows, priorities shift, or technology changes, the platform is built to adapt—protecting your investment well beyond launch day.

BETTER

Focused Modernization & Scalable Foundation

The BETTER option is a focused engagement designed to modernize the current experience, improve conversion, and create a more scalable foundation for future growth without overcomplicating the process.

This option delivers a clean, stable Octane-based platform that improves performance, usability, SEO structure, and maintainability while keeping the engagement efficient and streamlined.

Modern Octane-based rebuild that improves performance, stability, mobile usability, and long-term maintainability
Cleaner, more approachable user experience that improves clarity, trust, navigation, and conversion flow
Scalable foundation built to better support future growth and evolving operational needs without unnecessary complexity

Think of this as a disciplined, high-efficiency approach focused on creating a stronger foundation, improving the user experience, and preparing the organization for the next stage of growth.

BEST

Strategic Growth Platform & Long-Term Differentiation

The BEST option is a deeper strategic partnership focused on positioning the organization as a leading, scalable brand in its market.

This option goes beyond modernization and focuses on creating a more distinctive, strategic, and growth-oriented digital experience. It includes deeper strategy, stronger storytelling, more custom design, and a more refined Octane implementation built to support long-term growth, differentiation, and future expansion.

Strategy and brand-driven design that more clearly communicates who the organization is, what makes it different, and why customers should trust them
More custom layouts and experience design to create a more polished, differentiated, and memorable website
Highly refined Octane implementation built for stronger scalability, content flexibility, SEO structure, and long-term growth
Deeper conversion strategy across key user paths, service pages, location pages, and decision-making moments
Stronger foundation for future marketing, recruiting, expansion, acquisition, and content growth

Think of this as the more strategic growth option. It is not just about building a better website. It is about creating a platform that better reflects the organization's value, supports long-term marketing and growth, and gives the team a stronger foundation to build from moving forward.

DynamiX BETTER Build

"A Roof That Doesn’t Leak"

Timeline Of A DynamiX BETTER Build

Taking a Build, Launch Refine Approach

Based on our discussion and the current state of your site, our aim is to rapidly create an experience that is similar in content to your current website, but that can be quickly moved forward as new content is created between our two teams.

This process is outlined below, and is optimal for search engine efficacy.

Build

Typical Timeline: 2 Weeks

Our aim is to create a core site experience designed for both today and the future, adding the ability to create additional layouts over time via our Layout Store. We will be leveraging native features to keep costs and timeline as brief as possible.

Launch

Typical Timeline: 2 Weeks

As soon as the site is in a place where we have content equivalence, we will launch the new site experience so that Google has time to re-index, and to allow search engines to see your new content as it is added to the site experience.

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Refine

If And As Needed

Now that the site is live, we can optionally focus on adding additional concepts to the site experience, such as a deeper home page story, additional photography/videography from your team and deeper details on what makes your business stand out.

**DynamiX BEST Build**

"The Full System"

Taking Your Site Even Further

For organizations that want more than a modernized website, the DynamiX engagement unlocks advanced capabilities and deeper strategic work designed to elevate the experience, differentiate the brand, and turn the site into a long-term growth asset.

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Strategic Storytelling & Brand Narrative

Development of a clear, intentional content narrative that guides messaging and calls-to-action, ensuring the site communicates your value in a way that resonates with users and builds confidence quickly.

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Advanced Content Experiences

Creation and inclusion of richer, more interactive content layouts that elevate storytelling and allow key messages, media, and calls-to-action to stand out more intentionally across the site.

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Conversion-Focused Page Enhancements

Strategic refinement of key pages to improve clarity, flow, and calls-to-action, helping guide visitors from interest to action more effectively.

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Enhanced Filtering/Navigation

Implementation of deeper navigation patterns and filtering tools to help users quickly find relevant content, products, or information as the site grows.

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Deeper Design & Interaction

Custom visual components and interactions that go beyond the norm, reinforcing brand differentiation and creating a more memorable experience.

Deep OctaneAI Customization

Creation of a tailored OctaneAI company profile that reflects Balken Roofing's voice, tone, and positioning, ensuring the best content creation with ease.

Storytelling & Brand Clarity Session

A successful website isn't just about design or technology, it's about telling the right story, clearly and consistently. DynamiX will lead a focused storytelling and brand clarity session designed to sharpen how Balken Roofing communicates value to customers. This aligns internal perspective with customer expectations, ensuring the new site speaks in a way that is simple, compelling, and easy to understand.

The outcome is a clear narrative framework that guides site structure, messaging, and calls-to-action, so visitors immediately understand who Balken Roofing is, what problems you solve, and why you're the right choice. This ensures the website isn't just visually impressive, but strategically effective, turning clarity into confidence and traffic into action. Leaving this, your site will be ready to speak in your voice with just a button press.

**Timeline Of A DynamiX BEST Build**

Taking It To The Next Level

The DynamiX process is built to move beyond replication, establishing a strong foundation and then intentionally evolving the site through collaborative iteration, storytelling, and strategic enhancements as content develops.

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Discovery & Strategic Alignment

Typical Timeline: 2 Weeks

We begin with an in-depth discovery phase that goes beyond surface needs. This includes stakeholder interviews, business goals clarification, audience insights, competitive review, and success metrics definition. This ensures every decision supports your long-term objectives, not just immediate fixes.

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Storytelling Session

Typical Timeline: 1 Week

Before design work begins, we lead a focused storytelling session to clarify how your brand should communicate online. This shapes messaging, page flows, and structural hierarchy so the site doesn't just look great, it says the right thing in the right way.

Brand-Driven Design Review

Typical Timeline: 3 Weeks

Our senior design team develops a high-fidelity prototype system unique to your brand, integrating visual identity, interactive elements, and conversion logic. You'll review and refine these directionally before anything gets built, ensuring alignment early and minimizing rework.

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Development & Feature Enablement

Typical Timeline: 4 Weeks

Where appropriate, we implement custom layouts, advanced interactions, and strategic components that go beyond a standard build. This includes unique design elements, dynamic content experiences, and filters/navigation systems that support your business goals now and into the future.