How website restructuring helped Roofmaster improve its SEO from 30th position to the top 5

For a project of this scale, creating a separate website for each market and attempting to manage them in parallel is not enough. As the number of domains, languages, and service pages grows, a unified technical architecture and a clear content management system become increasingly important.

Otherwise, the administrative workload increases, along with the risk of services, navigation, metadata, and other essential information being organised inconsistently across different market websites.

Therefore, the goal of the Roofmaster project was not simply to redesign the website. It was to create a scalable web infrastructure that could be managed centrally while still being adapted to the specific needs of each market and language.

Brandsite developed a unified WordPress Multisite solution that brings together:

• Roofmaster.lv
• Roofmaster.lt
• Roofmaster.ee

All three markets use a shared technical and design foundation, while the content can be tailored to each specific country and language.

This approach helps maintain consistent navigation principles, design elements, and page structures across all domains. It also simplifies the implementation of technical improvements, the publication of new content, and the system’s continued development.

From an SEO perspective, what matters is not the Multisite technology itself, but what a properly designed architecture makes possible.

For each market, it is possible to create:

• A relevant page structure
• Content tailored to the target audience
• Unique metadata
• A well-planned internal linking structure
• Clearly separated language versions

This helps search engines understand more precisely what content is available and which audience it is intended for.

In the B2B construction industry, the purchasing process often differs from that of a traditional online store. Project scope, technical requirements, and pricing may depend on the specific situation, so users need a different path towards making a purchase.

Structured enquiry forms were created on the website to collect essential information about each customer and their needs. The submitted data is sent directly to Bitrix CRM, connecting the website with the company’s sales process.

This helps to:

• Reduce manual data entry
• Structure incoming enquiries
• Forward information to the responsible team more quickly
• Make follow-up communication with potential customers more transparent and organised

Search engines need to understand:

• What the company’s main services are
• Which page covers each specific topic
• How the services are related
• The priority of each page
• Which market and language the content is intended for

At the same time, the structure must also be clear and intuitive for users.

When potential customers can quickly find the product or service they need, understand the offer, and see a clear next step, the website structure begins to support both SEO and sales.

Dažādos tirgos var atšķirties: izmantotie meklēšanas termini, pakalpojumu prioritātes, klientu jautājumi, produktu nosaukumi, konkurences situācija un veids, kā lietotāji formulē pieprasījumus.

Roofmaster satura struktūra tika organizēta tā, lai katrai valodu un tirgus versijai varētu veidot atbilstošu saturu un metadatus.

Tas ļauj izvairīties no situācijas, kurā viena tirgus SEO loģika tiek automātiski pārnesta uz citu valsti, lai gan cilvēki tur meklē citādi.

Instead, it was driven by several interconnected elements:

• A unified technical architecture across three domains
• Clear separation of five language versions
• A carefully planned service and content hierarchy
• Content tailored to each market
• Optimised metadata and technical SEO settings
• Logical internal links between key pages
• Integration of the website with the company’s B2B sales process

As a result, Roofmaster gained not only a clearer and more manageable website system but also a stronger foundation for the continued growth of its organic visibility.

The Roofmaster project is particularly relevant to companies operating across multiple countries and languages or offering a broad range of products and services. In projects like these, a website should not be treated as a collection of separate sections or design screens.

The entire system needs to be planned:

1. How do potential customers search for the company’s services?
2. Which pages need to be available in each market?
3. How should those pages be interconnected?
4. How will users be guided towards submitting an enquiry?
5. How will the collected data reach the sales team?
6. How can the content be expanded after the website is launched?

If the design is created before these questions are answered, SEO, content, and integrations often have to be adapted to an already completed structure.

The Roofmaster project followed the opposite approach: business needs, the user journey, content structure, SEO, and the technical solution were planned as interconnected parts of the project. This is what enables a website to become a long-term tool for sales and organic visibility rather than merely a company’s digital business card.