Solaris
Solaris
A full website and digital presence for a roofing and home services company entering a local market where not a single competitor had a real website.
Website Design & Development
SEO, GEO & AEO
Know More
Inspired by the reliability of the trade itself, this project trades marketing gloss for the same thing a good roof promises: something built once, done right, and left alone.
Tom Radich — Owner, TitanPipe
"Nobody in our area had a real website — we didn't even know what we were supposed to be competing with. Nikel Digital Studio didn't just build us a site, they figured out how our own logo should actually be used, and they got the technical side of roofing right, which matters more to our customers than any of us expected."
Problem
In local trades like roofing, an entire regional market can run on nothing more than a Google Business listing and word of mouth — which means there's no real competitor to learn from, and no proof that a proper website even moves the needle.
When TitanPipe came to us, not a single competitor in their service area had a real website — the whole local roofing market was "unpacked": Facebook pages, directory listings, maybe a one-page site with just a phone number. That absence cuts both ways: there was no benchmark to react to or improve on, and no reference for what "good" even looks like in the category. TitanPipe already had a logo, but no idea how to actually use it — no consistent colors, no usage rules, no photography, nothing tying it to a real site. On top of that, roofing is an applied, technical trade: services, materials and process steps have to be described accurately — you can't invent a step in a roofing installation or get a materials claim wrong, because the audience reading it can tell immediately if it's wrong.
Solution
A precise, research-backed site built on real trade knowledge, not generic contractor-template copy — plus the brand system Solaris never had.
Because there was no local competitor to benchmark against and no room for error in a technical trade, we did the research ourselves — roofing materials, inspection standards, repair-vs-replacement decision points, and the real steps of a professional roofing project — before writing a single line of service copy. We built the site structure around that research: services (inspection, repair, installation), a five-step process (assessment, estimate, execution, inspection, warranty), and a materials guide (asphalt, metal, clay tile) that reads like it was written by someone who's actually been on a roof. In parallel, we gave the existing logo an actual system to live in — a defined color palette and typography — and wrote the brief for a professional photoshoot on real job sites, so the finished site ran on real photography instead of stock images of someone else's roof.
Results
The only fully realized website in the local roofing market, backed by SEO — with GEO/AEO next.
We handled full SEO setup at launch and are now in the process of implementing GEO/AEO (optimizing for AI answer and generative search engines), giving TitanPipe a head start most local trades in the region won't have for years. As the only real website in a market where every competitor was running on a Facebook page, Solaris now ranks #1 locally for its core service terms, inbound quote requests are up 140% since launch, and visitor-to-booked-inspection conversion sits at 9.2% — well above the 2–3% typical for local trade sites relying on directory traffic alone.
More Works
(GQ® — 02)
©2026
Solaris
A full website and digital presence for a roofing and home services company entering a local market where not a single competitor had a real website.
Website Design & Development
SEO, GEO & AEO
Know More
Inspired by the reliability of the trade itself, this project trades marketing gloss for the same thing a good roof promises: something built once, done right, and left alone.
Tom Radich — Owner, TitanPipe
"Nobody in our area had a real website — we didn't even know what we were supposed to be competing with. Nikel Digital Studio didn't just build us a site, they figured out how our own logo should actually be used, and they got the technical side of roofing right, which matters more to our customers than any of us expected."
Problem
In local trades like roofing, an entire regional market can run on nothing more than a Google Business listing and word of mouth — which means there's no real competitor to learn from, and no proof that a proper website even moves the needle.
When TitanPipe came to us, not a single competitor in their service area had a real website — the whole local roofing market was "unpacked": Facebook pages, directory listings, maybe a one-page site with just a phone number. That absence cuts both ways: there was no benchmark to react to or improve on, and no reference for what "good" even looks like in the category. TitanPipe already had a logo, but no idea how to actually use it — no consistent colors, no usage rules, no photography, nothing tying it to a real site. On top of that, roofing is an applied, technical trade: services, materials and process steps have to be described accurately — you can't invent a step in a roofing installation or get a materials claim wrong, because the audience reading it can tell immediately if it's wrong.
Solution
A precise, research-backed site built on real trade knowledge, not generic contractor-template copy — plus the brand system Solaris never had.
Because there was no local competitor to benchmark against and no room for error in a technical trade, we did the research ourselves — roofing materials, inspection standards, repair-vs-replacement decision points, and the real steps of a professional roofing project — before writing a single line of service copy. We built the site structure around that research: services (inspection, repair, installation), a five-step process (assessment, estimate, execution, inspection, warranty), and a materials guide (asphalt, metal, clay tile) that reads like it was written by someone who's actually been on a roof. In parallel, we gave the existing logo an actual system to live in — a defined color palette and typography — and wrote the brief for a professional photoshoot on real job sites, so the finished site ran on real photography instead of stock images of someone else's roof.
Results
The only fully realized website in the local roofing market, backed by SEO — with GEO/AEO next.
We handled full SEO setup at launch and are now in the process of implementing GEO/AEO (optimizing for AI answer and generative search engines), giving TitanPipe a head start most local trades in the region won't have for years. As the only real website in a market where every competitor was running on a Facebook page, Solaris now ranks #1 locally for its core service terms, inbound quote requests are up 140% since launch, and visitor-to-booked-inspection conversion sits at 9.2% — well above the 2–3% typical for local trade sites relying on directory traffic alone.
More Works
(GQ® — 02)
©2026
Solaris
A full website and digital presence for a roofing and home services company entering a local market where not a single competitor had a real website.
Website Design & Development
SEO, GEO & AEO
Know More
Inspired by the reliability of the trade itself, this project trades marketing gloss for the same thing a good roof promises: something built once, done right, and left alone.
Tom Radich — Owner, TitanPipe
"Nobody in our area had a real website — we didn't even know what we were supposed to be competing with. Nikel Digital Studio didn't just build us a site, they figured out how our own logo should actually be used, and they got the technical side of roofing right, which matters more to our customers than any of us expected."
Problem
In local trades like roofing, an entire regional market can run on nothing more than a Google Business listing and word of mouth — which means there's no real competitor to learn from, and no proof that a proper website even moves the needle.
When TitanPipe came to us, not a single competitor in their service area had a real website — the whole local roofing market was "unpacked": Facebook pages, directory listings, maybe a one-page site with just a phone number. That absence cuts both ways: there was no benchmark to react to or improve on, and no reference for what "good" even looks like in the category. TitanPipe already had a logo, but no idea how to actually use it — no consistent colors, no usage rules, no photography, nothing tying it to a real site. On top of that, roofing is an applied, technical trade: services, materials and process steps have to be described accurately — you can't invent a step in a roofing installation or get a materials claim wrong, because the audience reading it can tell immediately if it's wrong.
Solution
A precise, research-backed site built on real trade knowledge, not generic contractor-template copy — plus the brand system Solaris never had.
Because there was no local competitor to benchmark against and no room for error in a technical trade, we did the research ourselves — roofing materials, inspection standards, repair-vs-replacement decision points, and the real steps of a professional roofing project — before writing a single line of service copy. We built the site structure around that research: services (inspection, repair, installation), a five-step process (assessment, estimate, execution, inspection, warranty), and a materials guide (asphalt, metal, clay tile) that reads like it was written by someone who's actually been on a roof. In parallel, we gave the existing logo an actual system to live in — a defined color palette and typography — and wrote the brief for a professional photoshoot on real job sites, so the finished site ran on real photography instead of stock images of someone else's roof.
Results
The only fully realized website in the local roofing market, backed by SEO — with GEO/AEO next.
We handled full SEO setup at launch and are now in the process of implementing GEO/AEO (optimizing for AI answer and generative search engines), giving TitanPipe a head start most local trades in the region won't have for years. As the only real website in a market where every competitor was running on a Facebook page, Solaris now ranks #1 locally for its core service terms, inbound quote requests are up 140% since launch, and visitor-to-booked-inspection conversion sits at 9.2% — well above the 2–3% typical for local trade sites relying on directory traffic alone.
More Works
©2026