Au2vision Consulting — Marketing & Technology MVPs
Web development · Lead generation · Social media

Master Roofs

Master Roofs · Grupo A2 Prado · Portugal

An integrated digital ecosystem for a roofing and façade specialist — designed to explain complex services, qualify enquiries and connect the website, technical content and social media.

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Master Roofs website design and responsive interface presentation
The project

Master Roofs is a Portuguese construction company specialising in roofing and façade solutions for residential buildings, commercial properties and condominium organisations. The project required more than a visual website: the company needed a structured digital platform capable of presenting new construction, renovation, cleaning, maintenance, waterproofing and technical systems in a way that different customer profiles could understand quickly.

Au2vision contributed as Web Developer and Social Media Manager, taking responsibility for WordPress and Divi implementation, information architecture, responsive UX/UI, lead generation, hosting configuration, cPanel, DNS, professional email, form delivery, technical maintenance and ongoing content development.

The user journey was organised around service discovery and qualified contact. The customised enquiry form segments private customers, companies and condominium management organisations while collecting service category, project location, acquisition source and relevant project requirements. This gives the commercial team a more useful brief before the first conversation takes place.

Following launch, the platform evolved through technical blog content, on-page SEO, YouTube integrations, exit-intent newsletter capture, continuous interface refinement and coordinated social media communication. Activities were managed in Notion as part of a broader digital ecosystem supporting several companies within Grupo A2 Prado.

UX architecture

Information architecture before visual execution.

Wireframes were used to validate navigation, service hierarchy, blog structure, technical product pages and the contact journey before the final interface was implemented. The objective was to keep complex construction services understandable while making the next action consistently visible.

Master Roofs website wireframe architecture for services blog and technical systems
Service hierarchyRoofing, façade, maintenance and specialist systems are grouped into clear decision paths.
Technical educationBlog and system pages turn specialist construction knowledge into accessible content.
Persistent conversionQuotation and contact actions remain visible throughout the discovery journey.
Reusable modulesDivi structures support new services, articles and technical pages without redesigning the system.
Lead-generation architecture

A contact journey designed to produce better-qualified leads.

The enquiry architecture qualifies opportunities without introducing unnecessary friction. It captures the information the commercial team genuinely needs and makes each request easier to prioritise, route and follow up.

Customer profilePrivate customer, company or condominium management organisation.
Service taxonomyConstruction, renovation, cleaning, maintenance, façade work and specialised requests.
Project contextLocation, contracting type and additional requirements improve commercial preparation.
Data qualityValidation and delivery testing reduce incomplete or misrouted enquiries.
01Discover

The user identifies the relevant service and technical context.

02Qualify

The form captures audience, location, service and project details.

03Route

Structured data helps the team assign and prioritise the opportunity.

04Follow up

The first commercial conversation begins with useful context.

Content, SEO and conversion

Technical content designed as both customer service and search asset.

Service and editorial content was organised around maintenance, insulation, waterproofing, ventilated roofs, façade restoration and BMI construction systems. The same knowledge base supports customer decisions while improving organic discoverability.

01Service pages

Clear pages connect problems, methods, materials and quotation actions.

02Editorial authority

Blog articles educate buyers and support relevant search topics.

03Video learning

Embedded YouTube content explains BMI technologies and roofing systems.

04Exit-intent capture

Visitors not ready for a quotation receive a secondary newsletter path.

05On-page SEO

Metadata, headings, links, URLs and images are maintained as the site evolves.

Social media management

One communication system across website and social channels.

Visual content, campaigns and educational formats were adapted for social media using the same tone, service positioning and calls to action as the website. This creates a coherent path from awareness to technical understanding and qualified contact.

Master Roofs social media visual system and content examples
Editorial planningContent calendars connect projects, maintenance advice, services and seasonal topics.
Visual consistencyReusable formats preserve recognition across posts, stories and campaigns.
Channel coordinationSocial content points audiences towards relevant service pages and blog articles.
Performance refinementCopy, creative and calls to action are adjusted according to audience response.
Technical operations and collaboration

Ongoing digital operations across the company and group ecosystem.

The engagement continued after launch through WordPress and plugin updates, security and performance reviews, form monitoring, SEO, editorial publishing and the coordination of tasks, assets and approvals through Notion across Grupo A2 Prado.

WordPress + DiviModular CMS implementation, responsive layouts and scalable content structures.
cPanel + DNS + EmailDeployment, hosting, domain routing and professional communication infrastructure.
Security and continuityUpdates, backups, compatibility, performance checks and issue resolution.
Compliance touchpointOfficial access to the Portuguese Electronic Complaints Book was integrated.
NotionTasks, deadlines, assets, approvals and cross-company workflows were centralised.
Monthly maintenanceTechnical and content operations keep the website reliable and commercially useful.
Outcome and learning

Specialist construction websites create more value when service architecture, technical education, lead qualification and ongoing communication work as one connected system.

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