Before replacing the roof, change the conversation.
A new roof-preservation brand, three decision tools, and The Preservationist: built to help homeowners ask a better question before replacing their roof.
PSP Coatings started with an unfamiliar idea and no established brand presence: a suitable roof might be worth preserving before replacing. We built pspcoatings.com around that decision, with plain-English explanations, evidence and warranty guidance, 16 city pages, and tools that help homeowners compare real quotes and prepare for an assessment. We also built The Preservationist, PSP's publication on home preservation, building science, and smarter ownership, with its own masthead, searchable reading room, editorial standards, and publisher identity. The service site and publication share one Sonor-backed system for managed content and discovery. This is a new-brand launch case study; search growth and commercial outcomes need a longer measured record.
View live site- Web Development
- SEO And AEO Implementation
- Decision Tool Development
- Editorial Platform Development
- MCP Integration
01HeatAct 1 of 4
Where the heat was.
We gave PSP Coatings a credible way to sell nano roof protection as an alternative to replacement before homeowners had heard of it.
We began with PSP Coatings at zero brand presence, asking homeowners who expected replacement to consider nano roof protection instead. We had to make preservation understandable, useful to assess, and discoverable.
The problem
Four things stood in the way.
What the work had to clear, and how each one was cleared.
Challenge 1: Homeowners knew replacement, not nano roof protection
PSP Coatings needed to introduce a roof preservation alternative to people who may have arrived expecting to replace their roof.
How we cleared it
We structured the site around roof condition, material, repair history, written estimates, and the questions a homeowner needs to answer before considering treatment.
ResultPSP could explain where preservation belongs in a roof decision without presenting treatment as a substitute for needed repairs.
Challenge 2: A new brand needed more than a service page
The business needed its own vocabulary, education, and decision support from the outset, not a thin brochure site.
How we cleared it
We built a full content architecture spanning core service information, evidence resources, comparison guidance, qualification tools, and a publication.
ResultThe site gave homeowners multiple ways to research nano roof protection before starting a conversation.
Challenge 3: Quote comparisons needed to stay grounded in the actual scope
A square-foot estimate alone can't account for roof geometry, slope, repairs, preparation, tax, or the work included in a written quote.
How we cleared it
We built calculators and qualification tools that guide visitors through roof-specific inputs and written quote comparisons.
ResultVisitors could organize the questions and costs behind a preservation-versus-replacement decision.
Challenge 4: Search discovery had to work alongside AI assistants
The site needed structured discovery paths for conventional search and assistants acting on behalf of homeowners.
How we cleared it
We wired the latest site-kit SEO, AEO, and MCP features into the new application, including tools for suitability, quote comparison, roof-area estimation, content discovery, and inquiries.
ResultPSP had an assistant-accessible layer alongside its public homeowner experience.
Feature spotlight
Useful before anyone asks for an email.
The homeowner can compare complete replacement and preservation quotes, estimate a simple roof area from footprint and pitch, or answer six suitability questions. The quote tool starts with the visitor’s own amounts and separates repairs, preparation, other costs, and tax. The area tool states its geometric assumptions. The suitability guide turns known conditions and red flags into questions for an assessment. None approves a roof for treatment, diagnoses damage, supplies PSP pricing, or forecasts a roof’s life. There is no email gate. When someone wants to continue, a separate managed inquiry flow gathers their details without pretending an appointment has been booked. The same calculation logic is available through the site’s assistant tools.
Build history
Project timeline.
How the work unfolded, with the decisions, releases, and deliverables recorded along the way.
01Milestone
Start with the homeowner's decision
The brief began with someone who expected to replace a roof and had never heard of nano treatment. We built the explanation around whether the existing roof is worth preserving, what the treatment is designed to do, and what needs inspection or repair first.
Clearschallenge 01: Homeowners knew replacement, not nano roof protectionchallenge 02: A new brand needed more than a service page
Handed over
- Plain-English service and process pages
- Preservation-versus-replacement comparison
- Product evidence and shingle-warranty guidance
02Milestone
Give the visitor something useful to do
Three planning tools turn a broad product pitch into a practical next step. Visitors can compare their own complete quotes, estimate a simple roof's area, and work through six condition questions before contacting PSP.
Clearschallenge 02: A new brand needed more than a service pagechallenge 03: Quote comparisons needed to stay grounded in the actual scope
Handed over
- Quote comparison with repair, preparation, and tax inputs
- Roof area estimator with stated assumptions
- Suitability guide with no email gate
- Sonor-managed multi-step assessment inquiry
03Milestone
Build local and AI discovery into the structure
City pages, FAQs, local resources, and shared location records give the service area a consistent presence across the website, sitemap, and structured data. Site Kit adds managed SEO, AI-readable context, and MCP access to public content and homeowner tools.
Clearschallenge 04: Search discovery had to work alongside AI assistants
Handed over
- 16 individual city pages plus a Georgia overview
- Page-specific canonical and structured metadata
- llms.txt and llms-full.txt
- MCP discovery and permission-aware inquiry tools
04Milestone
Give preservation its own editorial home
The Preservationist broadens the conversation beyond a roof-treatment sales page. Its masthead, serif typography, warm paper palette, and three editorial desks support practical reading on materials, moisture, maintenance, and renovation decisions.
Clearschallenge 02: A new brand needed more than a service page
Handed over
- Home Preservation, Building Science, and Smarter Ownership desks
- Searchable reading room with topic, format, and service filters
- Original roof guides retained and older article routes redirected
- Publisher disclosure, source standards, corrections contact, and RSS
- Sonor-managed articles and private saved-revision previews
Feature spotlight
A publication for the home you plan to keep.
The Preservationist gives PSP a broader editorial voice: protecting what matters and preserving what lasts. Its three desks cover Home Preservation, Building Science, and Smarter Ownership, with a searchable reading room, topic and format filters, RSS, and a distinct masthead and paper-and-serif design. The original roof guides remain available, while new coverage can explore moisture, maintenance, materials, and responsible renovation. Ownership and commercial interests are disclosed; source standards, bylines, and a corrections contact help readers judge what they are reading. Sonor manages article content and private saved-revision previews. The public site merges published stories with reviewed local guide fallbacks, and older article URLs redirect to the new publication. It is an editorial platform built for sustained education, with links back to practical tools and an assessment when the reader needs one.
The materials
Six tools in the build.
What the finished site runs on, and what each piece is there to do.
- NNext.jsFramework
Server-rendered service, location, and publication routes.
- RReact and TypeScriptInterface
Interactive homeowner tools with shared calculation logic.
- SSonor Site KitBusiness integration
Managed metadata, FAQs, structured data, forms, analytics, and assistant discovery.
- SSonor Press KitPublication
Managed article content and private saved-revision previews for The Preservationist.
- MMCP and WebMCPAssistant access
Public content and homeowner tools, with explicit consent before an inquiry shares details.
- SSonorContent and operations
Project-managed business data, publication branding, articles, and inquiry configuration.
The design system
The visual language we set for the site.
Colour, type and the rules that hold them together, so every page we add later is unmistakably theirs.
Palette
Typography
HeadingsManrope
Inter
Every page we add later is unmistakably theirs.
The quick brown fox jumps over the lazy dog. Clean, readable type that puts content first.
Manrope for headings, Inter for body copy.
The checks
Measured on the finished build.
Mobile Lighthouse, single mobile lab run; category scores, not field data or ranking results, measured October 14, 2026 on pspcoatings.com.
Core Web Vitals
The outcome
What the finished work is doing.
The outcomes the project produced, with the source of each number beside it.
The handover
Four things we delivered.
The work that went into the finished build, and what each part of it covered.
- 01
Website strategy and Next.js development
A new PSP service site built around education, comparison, and an assessment request, with server-rendered content and deferred client integrations.
- Next.js and React
- Responsive service and evidence pages
- Managed multi-step inquiry flow
- 02
Homeowner tools
Useful calculations and qualification guidance without a forced lead capture. Results remain tied to the visitor's assumptions and the actual work being compared.
- Upfront quote comparison
- Roof area estimator
- Six-question suitability guide
- No preset PSP prices or promised lifetime savings
- 03
Local search and AI discovery
Shared content and location records support consistent public pages, structured information, and assistant access.
- 16 city pages and municipal resources
- Managed metadata, FAQs, and schemas
- Sitemap and AI-readable context
- MCP content and roof tools with explicit inquiry consent
- 04
The Preservationist publication
A distinct editorial experience owned and published by PSP, covering the useful life of a home as well as roofing decisions.
- Custom masthead and publication identity
- Three editorial desks
- Search and taxonomy filters
- Sonor-managed articles with local guide fallbacks
- Publisher, evidence, byline, and corrections policies
- RSS and private article previews
The record
The project, on one sheet.
The facts of the engagement, for the record.
- Industry
- Roof preservation and nano roof protection
- Location
- Atlanta area, Georgia
- Website
- pspcoatings.com
Give homeowners a clearer way to weigh roof work
We build practical websites and decision tools for businesses that need to explain complex property choices before the estimate.
