Capturing High-Intent Emergency and Contract Roofing Leads
Increased monthly organic leads from 6 to 34, while achieving a top-3 position in the Google Map Pack for all primary service areas.
01. The Problem Isolation
02. Strategic Diagnosis
Zero local relevance signals. The site lacked location pages, had no consistent citations, and the Google Business Profile was 80% incomplete.
03. Performance Pulse
04. Time-Phased Execution
Local Presence Build
- Full GBP optimisation and photo strategy
- Citation building on regional trade directories
- Implementation of locally-targeted service pages
Trust Signal Building
- Review acquisition framework with field staff
- On-site trust badges and safety accreditation
- Content guides for "How to choose a roofer"
Authenticity Audit: Friction Points
An experiment with "city-specific" satellite sites was a total failure. We consolidated all domains back into a single, high-reputation brand site which worked 10x better.
To protect the competitive advantage and strategic market position of our clients, this report has been anonymised. While brand identifiers and sensitive niche data are redacted, all performance metrics, strategic methodologies, and commercial outcomes are 100% factual.
Commercial Thinking
The business was able to shut down its primary paid search campaign, saving £1,800 per month in ad spend while generating significantly higher quality leads.
Competitive Context
The search results were cluttered with low-quality "lead gen" sites that provide a poor user experience.
Constraints
Minimal budget for professional photography required creative use of project transformation documenting by on-site teams.
Strategic Takeaway
"Local SEO for trades is about proximity + proof. If you can show you are nearby and that people trust you, you win the click."
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