Four Twelve Roofing

Roofers Making an Impact.

Web Design, SEO, and Content

about Four Twelve

Roofing for Baltimore

Four Twelve is a local roofing company based out of Baltimore. The team at Urban Ignite was put in contact with the co-owners of the company in December 2018. Initially, they were seeking out social media services to help increase their web presence and to create a unified brand identity across different social media platforms. However, the Urban Ignite team assessed their website and available content and determined that a serious content push and rollout could be hugely beneficial to Four Twelve as a growing company. Eventually, this content push also evolved into a full-scale website redesign. Working with Four Twelve has been an exemplary experience in how close collaboration with a small business allows us to create more quality content that reinforces a very clear brand identity.

The Challenge

When we began working with Four Twelve, they were still a relatively new company who had quickly made a new for themselves in the Baltimore roofing industry. Despite their rapid growth, their social media and website were both suffering from a lack of original content to set them apart from the competition. Additionally, their website was lacking more original content that would help them rank higher for high-volume keywords.

The Solution

From the very start, working with Four Twelve has been an incredibly collaborative process, which is beneficial both to us and the client we work with. Collaboration allows us to rapidly get up to speed on the needs of a business, and quickly adapt to being able to speak in their voice and communicate their brand through the content we create. Our work with Four Twelve has included a full suite of content creation services and web design.

Full-Scale Web Design

One of the largest projects we collaborated with Four Twelve on was a full-scale website redesign. This was primarily to accommodate their need for expanding the number of pages and quality of content on these pages, as well as updating the aesthetic. This project brought the website from roughly 10 individual pages to over 30 pages. Each was carefully crafted to address individual services. Utilizing our original video content, Urban Ignite also created custom video banners for a variety of different pages.


Original video content is incredibly important to cultivating brand identity, and it has been a hugely beneficial means of communicating the work Four Twelve does to potential clients. Drone footage of in-progress and completed projects helps showoff the fantastic quality of work Four Twelve completes. Recently, Urban Ignite video footage has helped document the founding of the Baltimore Roof Trust, a foundation established by Four Twelve to deliver one free roof to Baltimore locals in need each year. Video content has allowed us to communicate the values of Four Twelve as a company.

Blog Writing

Four Twelve as a company has always had a strong story, as well as valuable information not easily accessible to home and business owners across Baltimore. Prior to working with Urban Ignite, the team at Four Twelve had written several of their own blogs. However, they wanted our assistance to produce blogs more frequently, with content more consistent in tone and crafted around boosting SEO. Working hand-in-hand with Urban Ignite’s copywriter, a variety of blogs have been written engaging with diverse topics, from those more personal to the story of Four Twelve to those providing practical roofing information about replacements, upkeep, and material selection among other things.


Part of our push for original content was to upgrade the quality of job site photos available to Four Twelve, as well as content that lets clients familiarize themselves with the fantastic team at Four Twelve. Our photographers were able to provide high-quality photos to be used both for website content and to supply posts for social media. Original photography is a huge boost for small businesses because it helps provide positive SEO impacts as opposed to simply using stock across your website.

The Results

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Ranking Keywords
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Organic Site Traffic
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Organic Leads

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