Metal Roofing Direct
An online shop for a metal roofing maker, with a calculator that turns the size of your roof into the exact sheets to order
About the client
METRAC (Metal Roofing and Cladding) makes metal roofing sheets, flashings and fixings in the UK. For years it sold to the trade by phone and quote. Metal Roofing Direct is its shop for everyone else: homeowners, farmers and small builders who want to order sheets cut to length online, without a sales call.
The challenge
Roofing sheets are not something you pick off a shelf. A buyer knows the size of the roof — not how many 0.7 mm box profile sheets it needs, at what length, with how much overlap, or which flashings and fixings go with them. An ordinary online shop lets them type in a quantity and get it wrong. With a heavy product made to order, a wrong order means a return nobody can afford.
The manufacturer already had a finished design and wanted it built exactly as drawn, on a shop its own team could run day to day. Prices had to follow the way sheets are really made and sold: by profile, finish, thickness and cut length.
The solution
We built the shop to match the approved design precisely, with the catalogue arranged the way the factory thinks — box profile, tile-effect and corrugated sheets, flashings, fixings and galvanised products. Every product page explains profiles, finishes and coatings in words a first-time buyer understands.
The heart of the shop is the calculator we built for it. The buyer types in the roof dimensions, and the calculator works out how many sheets are needed and at what cut length, allowing for cover width and overlap, then prices the order on the spot using the manufacturer's own rules. The result goes into the basket as a normal order, which the team processes as usual.
To bring buyers in, we run Google Ads on the searches that show real intent — specific profiles, colours and "roofing sheets near me". Every ad is tracked through to real orders, so the budget follows what actually sells.
Key features
- ✓ Shop built exactly to the approved design
- ✓ Built-in calculator: roof size in, sheet count, cut lengths and live price out
- ✓ Catalogue by profile, finish, thickness and length, plus flashings and fixings
- ✓ Calculator results go straight into the basket as normal orders
- ✓ Product pages written for homeowners and small builders, not just the trade
- ✓ Google Ads tracked through to real orders
- ✓ Ongoing support and hosting
Tech stack
Screens
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