Oceanside Roofing has been putting Colorbond, cladding and standing-seam roofs over Mornington Peninsula homes for more than 25 years – real, physical proof of the standard scattered across Rye, Sorrento, Portsea and everywhere in between. None of that showed up online. The old site was a static brochure with no way to browse the work itself, and nothing that worked properly from a phone on a job site. We set out to fix that: build a site that runs on the strength of the portfolio itself, and one the team could keep adding to without calling a developer every time.
AX Digital took on the full build for Oceanside Roofing, a family-run, Australian-owned roofing and cladding business based in Rye. Rather than the usual scope of branding, then design, then build, this project leaned almost entirely on structure and photography – the business already had the reputation and the finished work; what it needed was a fast, well-organised place to put it.
A website that turns 25 years of finished roofing and cladding work into the strongest sales tool the business has, without adding to anyone's workload.
- A growing, searchable gallery of real completed jobs, organised by suburb and roof type
- Fast load times on mobile, since most enquiries start with someone standing on-site
- A gallery the team can update themselves, with no ongoing developer cost
- A direct, low-friction way for builders, architects and homeowners to get in touch
There was no rebrand to do here – Oceanside Roofing’s name and reputation on the Peninsula speak for themselves. The strategy was structural: build the site around the work, not around design flourishes. Every layout decision came back to one question – does this make it easier to see what they’ve actually built?
Web Design
A stripped-back, photography-first layout that gets out of the way of the work itself.
Web Development
A WordPress build tuned for a large, image-heavy gallery that still loads fast on a job-site phone signal.
Website Maintenance & Support
Hands-off upkeep so the site stays fast and secure while the gallery keeps growing.
Web Design
Where the Old Site Fell Short
The previous site treated the roofing work as an afterthought – a couple of small thumbnails buried below a wall of service copy. For a trade built on visible, physical craftsmanship, that’s backwards. We rebuilt the page hierarchy around the gallery itself:
- Full-width, high-resolution project photography as the primary content, not decoration
- Filtering by roofing and cladding type – Colorbond, Klip-Lok, Trimdek, corten steel, standing seam, interlocking panel
- A visual style plain enough that it never competes with the photos
Nothing here was designed to impress on its own terms – it’s designed to disappear behind the work.
Web Development
The Technical Brief
A photo gallery that actually helps conversion has to load fast, or it works against itself. That was the real technical challenge: keep every image sharp enough to show the finish quality, while keeping page speed high enough that nobody bounces on a slow mobile connection. We built on WordPress with:
- Compressed, responsively-served imagery so galleries load quickly on any connection
- A gallery structure indexed by suburb, so new jobs slot in without restructuring the site
- Cloudflare in front of the site for speed and security
- A direct enquiry path – no unnecessary forms between a visitor and a phone call
The team can now publish a finished job themselves within minutes of the photos coming off site.
Website Maintenance & Support
Keeping Pace With a Growing Gallery
A site built to keep growing needs upkeep that keeps pace with it. AX Digital manages core and plugin updates, ongoing performance checks as the gallery gets heavier, security monitoring, and scheduled backups.
In practice, that means the Oceanside Roofing team can add a finished job the same week it’s completed, without ever having to think about what that does to the rest of the site.
Not every website needs a rebrand or a redesign story – sometimes the job is just getting out of the way of work that already speaks for itself. Two and a half decades of roofing and cladding across the Mornington Peninsula is now something people can actually browse, filter and act on, wherever they’re standing when the question comes up: who did that roof?
Oceanside Roofing is based in Rye, on the Mornington Peninsula – one of several Peninsula towns where AX Digital works with real local businesses.