We received so many new roof calls this summer, which is surprising because July is usually a slow month for us. While other roofing contractors had been slow this summer, prospects easily found us on Google when they looked up a local roofing contractor. It was satisfying to see firsthand the SEO work Bright Orange Thread is doing for us pay off.
Visit: martiniroofing.com
Our client, GP Martini Roofing Co., came to us wanting to win more jobs from local Google searches.
Gary, the CEO and founder of this family business, described their vision: “If a husband who promised their wife to get the roof fixed two weeks ago to Google ‘roofer near me,’ I want him to find Martini Roofing first.”
The issue was they weren’t showing up before competitors in a local search or on Google Map Pack.
If a local business doesn’t show up before competitors in the first local search, it’s extremely difficult to win the chance to give the estimate that leads to the job.
Martini Roofing needed to “show up first,” or in other words, rank higher on Google than their competition.
To do this, we needed to unlock their roofer expertise and channel it into SEO-optimized content so local homeowners could find it, click it, and convert from it.
We worked with them, chatted about their visions for their small, family-run business, and came up with a marketing goal.
Martini Roofing’s goal was to win 20 new roofing jobs per month by the end of one year of marketing.
Our plan revolved around three key areas for improving their website’s performance:
Our first step was to build Martini Roofing an Answer Vault.
The Answer Vault is a collection of 50 blogs that answer your ideal customers’ questions. It’s built on the foundation of giving away SEO-optimized expertise to encourage trust and win conversions.
To formulate an Answer Vault for Martini Roofing’s ideal customers, we had to understand what made Martini Roofing’s ideal customers tick—who they were and what they were searching for in a roofer.
So, we developed a buyer persona, a fictional representation of a business’s ideal customer, to help Martini Roofing understand their target audience.
We developed Martini Roofing’s persona, Homeowner Harper, through customer research to discover:
With this research in hand, we went about creating Martini Roofing’s Answer Vault.
Over 12 months, we published 50 articulately written blog posts that appealed to Homeowner Harper and included:
To amplify the SEO impact of the blogs, we created 5 new pillar pages to give the blog links another home in an expertise-rich piece on the front end of the site.
A pillar page is a long, expertise-rich webpage that establishes a website’s authority on a subject with search engines and serves as a complete guide for visitors. It provides an overview of a broad topic and links to pages that provide more information.
The content included appealed to Martini Roofing’s prospects, in whatever stage of the buyer’s journey they were in, whether it was:
As we published and optimized more and more blogs, Google’s algorithm took notice.
Martini Roofing’s expertise won 2 Google snippets.
From June 2023 to May 2024, search visibility increased by 27.73%, and the number of ranking keywords increased from 77 to 144.
When a business’s service area expands beyond one or two cities, its chances of appearing on Google Map Pack before competitors are slim.
But that doesn’t mean you can’t rank above them in the Google search results.
To better Martini Roofing’s chances at doing just that, we created 32 local pages focused on the cities in Martini Roofing’s service area.
We used targeted keywords in the web pages that those prospects would use in Google searches and included:
Regardless of the Google Map Pack results, Martini Roofing was the #1 search result for local searches.
As of June 2024, they ranked #1 for 15 localized keywords, with 71 other keywords ranking in the top 50.
As people read the content and begin to trust the source that brought them this expertise, they often are unsure of their next steps.
By adding CTAs, we encourage prospects to take clear, specific action.
We placed special Calls to Action (CTAs) offers on Martini Roofing’s web pages and blog posts that made the conversion as easy as possible for visitors.
Those who clicked the CTA submitted their contact information and became new leads in Martini Roofing’s pipeline.
In one year of marketing, we took Martini Roofing’s expertise that no one could find and turned it into:
They resulted in 2 featured snippets and 257 website leads between June 2023 and May 2024.
As we move forward with Martini Roofing’s online marketing strategy, we expect their growth to continue.
The expertise-filled Answer Vault and local SEO are evergreen, future-oriented strategies.
This library of content will keep driving targeted traffic and generating leads across the web and is ready and primed to be utilized across other marketing channels as well.