Coastal Roofing was on page 3 of Google for every search in their service area. We rebuilt their site around storm damage and emergency repair searches, fixed their map listings, and they overtook the local incumbents.
Coastal Roofing was a 12-year-old residential roofing company with 4 crews. Their problem was simple: nobody could find them online. Their main competitor, a national franchise, was dominating page 1 for every search that mattered. Coastal was getting most of their work from word-of-mouth and the occasional referral from an insurance adjuster.
Word-of-mouth doesn't scale. The owner, Sarah, knew that if she ever wanted to add a fifth crew, she needed a real pipeline. She also wanted to stop paying $80 per lead to HomeAdvisor for leads that 4 other roofers also got.
We did a competitor audit before we started. The national franchise had 3,000+ backlinks and a 6-year head start on SEO. Coastal had a 5-page website, 22 Google reviews, and zero meaningful backlinks.
We didn't try to outrank the franchise on national keywords. Instead, we narrowed the entire SEO strategy to a 30-mile radius and focused on three search categories the franchise underweighted: storm damage, emergency repair, and specific neighborhood targeting.
The new site had a page for every neighborhood and town in their service area. Not thin doorway pages, real ones. Each had local content, photos of completed jobs in that area, mentions of local landmarks, and clear pricing ranges for the most common repair types.
We built a storm-tracking content engine. Every time a major storm hit within their service area, we published a post within 24 hours: 'Storm damage roof inspection in [town] after [storm name]'. Those posts ranked fast because they captured search intent during the spike. Insurance claim guides ranked next, capturing the people researching whether to file.
Reviews were the third leg. We installed a system that texted customers a Google review link 24 hours after their job was completed. Review count went from 22 to 89 in 5 months, average rating stayed at 4.9.
By month 6, Coastal was sitting at #1 in the map pack for 'roofing contractor' across most of their service area. Organic leads went from about 8 per month to 23. They added the fifth crew in month 7 and the sixth in month 9. The franchise is now their second-place competitor in their local market.
Let's build a website and strategy that brings you consistent leads.