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Geekly Media | Home Services Marketing
Home Services Marketing Case Study: How a Roofing Contractor Grew Revenue From $426K to $1.065M in Eight Months
A residential and commercial roofer was getting about 8 leads a month from its website. Geekly Media rebuilt its search presence around the services it sells and the towns it serves. Eight months later, the site was bringing in about 28 leads a month.
- Revenue
- $1.065M
- up from $426K
- Client
- Residential and commercial roofing contractor
- Industry
- Home services
- Services
- SEO, local SEO, location-based landing pages, inbound marketing, sales automation
- Timeline
- 8 months (2023)
Summary
From 8 leads a month to about 28
A residential and commercial roofing contractor hired Geekly Media to turn its website into a steady source of new jobs. Over eight months of SEO, local content and inbound marketing, ranking keywords grew from 69 to 529, organic search sessions tripled, and monthly leads went from about 8 to about 28. Revenue grew from $426K to $1.065M over the same stretch.
The conversion rates are what make this a model for other home services companies. The site turned about 4% of visitors into contacts, roughly four times the industry standard of about 1%, and about 4% of those contacts became customers. Both numbers exclude door-knocking and direct mail, so they reflect what the website and inbound program produced on their own.
- Client
- Residential and commercial roofing contractor
- Focus
- Organic search, local SEO, lead generation and conversion
- Revenue
- $426K to $1.065M
- Leads per month
- About 8 to about 28
- Ranking keywords
- 69 to 529 (February to November 2023)
- Session-to-contact rate
- About 4% (industry standard about 1%)
- Contact-to-customer rate
- About 4% (inbound norm about 3%)
- Timeline
- 8 months
$1.065M
Revenue, up from $426K
3.5x
Monthly leads, from about 8 to about 28
529
Ranking keywords, up from 69
The client
A busy crew with a quiet website
A roofing contractor serving both residential and commercial customers. Like a lot of home services companies, it already had grassroots channels working, including door-knocking and direct mail. Those channels depend on people and postage, and they stop producing the moment the crew or the budget moves somewhere else.
The website was not pulling its weight. In February 2023 it ranked for 69 keywords in any position and brought in about 8 leads a month. Homeowners and property managers were searching for things like "roofing contractor near me" every day, and the company was not showing up for most of them.
Why home services is different
Every company and every market is local
A roofer, an HVAC company and a plumber in the same metro area can have completely different competitors, service areas and best customers. Generic marketing plans miss that. A search for "roof repair" in one town returns a different set of companies than the same search ten miles away, and the company that wins is usually the one with a page that answers that exact search for that exact place.
For that reason, Geekly Media spends time up front understanding the business and its local competition before building anything. The goal is a website that works as a lead magnet for the specific services and towns that matter most to the company’s revenue.
What we did
Research first, then build, then grow
-
Phase 1
Understand the business and the market
We documented what made this roofer different, who it competed with in each part of its service area, and where it wanted to be in one, three and five years.
- Competitor analysis
- Service mapping
- SWOT
- Company vision and goals
- SEO audit and keyword research
- Brand guide development
-
Phase 2
Turn the website into a lead magnet
We rebuilt the site’s search foundation so it could rank for the services and towns the company wanted to win, and gave every visitor a clear next step.
- Location-based landing pages
- Technical SEO
- Local SEO
- Search-optimized content campaigns
- Testimonials
-
Phase 3
Keep leads coming and closing
With traffic growing, we added the programs that bring people back, turn contacts into estimates and keep past customers referring new ones.
- Inbound and email marketing
- Sales enablement and automation
- Maintenance program
- Referral programs
- Targeted advertising and social media
- Geo-specific direct mail and promotional materials
The results
What changed in eight months
-
RevenueBefore and after Geekly
Before$426KAfter$1.065M -
Leads per monthFrom the website
BeforeAbout 8AfterAbout 28 -
Ranking keywordsAny position
Feb 202369Nov 2023529
| Measure | Typical | This client |
|---|---|---|
| Session-to-contact rate | About 1% (roofing industry standard); 2% to 5% with ongoing inbound marketing | About 4% |
| Contact-to-customer rate | About 3% with inbound marketing; 4% to 11% is possible with conversion rate optimization | About 4% |
| Organic search sessions | Pre-Geekly baseline | Tripled |
Conversion rates exclude door-knocking, direct mail and other grassroots marketing.
Why it worked
The site answered real local searches
Most of the growth came from showing up where buyers were already looking. Location-based landing pages and local SEO put the company in front of people searching for a roofer in a specific town, and the content campaigns gave Google (and the homeowners reading) a reason to trust it.
Traffic alone would not have produced these numbers. The site converted about 4% of visitors into contacts because every page gave people an easy way to ask for help, and the follow-up programs (email, sales automation, testimonials and referrals) kept those contacts moving toward a signed job. That combination, of course, works for any home services company with a defined service area.
FAQ
Frequently Asked Questions
How long does SEO take for a home services company?
It depends on the market and the competition, but this roofing contractor saw meaningful results within eight months. Ranking keywords grew from 69 in February 2023 to 529 by November 2023, organic search sessions tripled, and monthly leads went from about 8 to about 28.
What is a good website conversion rate for a home services company?
The roofing industry standard for session-to-contact conversion is about 1%. With ongoing inbound marketing, 2% to 5% is realistic. This client reached about 4%, excluding door-knocking and direct mail.
What percentage of leads should become customers?
With inbound marketing, a contact-to-customer rate of about 3% is normal, and 4% to 11% is possible with conversion rate optimization. This client converted about 4% of its contacts into customers.
Do location-based landing pages help contractors get more leads?
They were a core part of this build. Homeowners search for help in a specific place, and a page built for a specific service and town gives search engines a clear match for that search. Combined with local SEO, they helped this roofer grow from 69 to 529 ranking keywords.
Should home services companies keep door-knocking and direct mail?
Yes, if they work for you. This roofer kept its grassroots channels, and Geekly added geo-specific direct mail to the mix. The website results in this case study exclude those channels, so the growth shown here came on top of them.
Does this approach work for HVAC, plumbing and other home services?
The same process applies to any home services company with a defined service area: research the local competition, build pages for the services and towns that matter most, and follow up with every contact until they book.
Home services
Marketing for roofing, HVAC, plumbing and more
See how Geekly Media helps home services companies show up in local search and turn more visitors into booked jobs.
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