CASE STUDY
A regional roofing contractor had a strong local reputation but struggled to turn that credibility into online visibility and consistent inquiries.
Built-Right Digital rebuilt the company’s website, simplified its quote-request process, and launched a hyperlocal SEO and paid search strategy designed to reach homeowners actively searching for roofing services.
The Challenge
During the initial 90-day assessment, the contractor’s website generated only 903 sessions, averaging approximately 10 visits per day.
Organic search produced just 148 sessions, and the website generated only 12 form submissions during the quarter.
Several important roofing searches were buried on Pages 5 through 8 of Google, including:
- Roofing contractor searches around position 50
- Roof replacement searches around position 62
- Roof inspection searches around position 71
The website also lacked localized service pages and clear click-to-call options, making it difficult for mobile visitors to contact the company quickly.
The Strategy
Built-Right Digital implemented a three-part growth strategy.
A Complete Website Rebuild
The existing website was replaced with a faster, mobile-friendly design featuring clearer navigation, stronger service messaging, and improved page-loading performance.
The new website was designed to establish trust quickly and guide homeowners toward taking action.
Simplified Quote Requests
We introduced easier estimate-request paths that allowed visitors to call directly or submit project details without navigating lengthy forms or dense website content.
These conversion improvements were especially important for homeowners searching from mobile devices.
Hyperlocal SEO and Paid Search
Localized service pages were created for priority communities, while geographically segmented Google Ads campaigns targeted homeowners across Brazoria, Fort Bend, and Galveston Counties.
Google Business Profile and local directory visibility were also strengthened to capture more traffic from Maps and location-based searches.
Website Traffic Increased by 142.7%
Following the website rebuild and campaign launch, total website sessions increased from 903 to 2,192.
Traffic growth included:
- Google Search Ads: 288 to 641 visits
- Organic search: 148 to 286 visits
- Direct traffic: 354 to 394 visits
- Referral traffic: 77 to 131 visits
The largest increase came from paid search, while organic and referral traffic also showed substantial improvement.
More Calls and Quote Requests
The new website and local search strategy helped increase inbound call volume from 38 calls to more than 200 calls.
The primary call sources included:
- Google Business Profile and Maps
- Google Local Services Ads
- Local directory listings
- Google Search Ads
Website form submissions also increased from 12 to 33, representing a 175% improvement.
The simplified roof-quote experience became a primary conversion path for homeowners requesting residential roofing estimates.
Priority Keywords Reached Page 1
The contractor also achieved significant improvements in organic search rankings:
| Search term | Previous position | New position |
|---|---|---|
| Residential roofing services | 14.00 | 3.17 |
| Roof inspection | 71.12 | 4.47 |
| Roof maintenance | 64.10 | 4.83 |
| Roof replacement | 62.50 | 7.47 |
All four priority searches moved onto the first page of Google, helping the business become visible when local homeowners were actively researching roofing services.
The Outcome
Built-Right Digital transformed an underperforming website into a stronger local customer-acquisition platform.
By combining a faster website, simplified quote tools, targeted advertising, local SEO, and improved Google Maps visibility, the contractor established a more reliable pipeline of calls and estimate requests.
Instead of depending primarily on offline word of mouth, the business gained a measurable digital system designed to generate roofing opportunities month after month.
Build a Stronger Lead Pipeline for Your Roofing Company
Built-Right Digital helps roofing contractors generate more qualified calls and estimate requests through conversion-focused websites, local SEO, Google Ads, and measurable lead tracking.
