Jobson Roofing
A referral-only roofer in a crowded market. We built the local pages and content that got them found, and engagement climbed 39%.
Measured in GA4 and Google Search Console, 2023–24. Organic search only.
A Grand Rapids roofer built on referrals
Jobson Roofing provides roof replacements and repairs in the Greater Grand Rapids area. Until they started SEO, most of their leads came from referrals.
Referrals are a good problem to have, until you want to grow. They needed organic visibility to compete in a crowded market, local visibility above all, and a website that made homeowners call or fill out a form.
✓ We delivered.
Quality work, no search presence
Roofing is one of the most competitive local markets there is. Jobson had the reputation. They didn't have the pages, the local signals, or the calls to action to turn searches into leads.
Before — the problem
- ✕Referral-dependent. Nearly every lead came by word of mouth, which caps how fast you can grow.
- ✕Invisible locally. No pages for the individual cities and towns they actually serve.
- ✕Content not built for intent. Nothing targeting what homeowners type when they need a roof.
- ✕ Weak calls to action. The site did not push visitors to call or fill out a form.
After — the fix
- ✓Keyword research first. How people search for roofing services, turned into a high-intent target list.
- ✓12+ pieces of content. Added or edited to answer those searches and lead to a call or form.
- ✓Location landing pages. One for each area they serve, backed by citations and an optimized Google Business Profile.
- ✓Technical and on-page SEO. Better visibility and easier navigation, plus a portfolio page that shows the work.
Research, write, localize, convert
Start with how homeowners search, then build the pages that answer them in every town Jobson serves.
Research the searches
Keyword research into what people type when they need a roof repaired or replaced, filtered down to high-intent terms.
Write the content
Over 12 pieces of content added or edited against the keyword list, each with a clear path to call or submit a form.
Show up in every town
Location landing pages for each area they serve, local citations cleaned up, and the Google Business Profile optimized.
Tighten the site
Technical and on-page SEO for visibility and navigation, plus a backlink campaign. Engagement rate up 39% by January 2024.
Visitors who stay, read, and fill out the form
By January 2024 the total engagement rate was up 39%. In November, 83.3% of organic conversions were form submissions. That is the difference between traffic and leads.
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What this took, in plain terms
What was Jobson Roofing trying to accomplish?
Leads that don't depend on referrals.
They wanted organic visibility to compete in a crowded roofing market, local visibility above all, and a website that motivated homeowners to call or fill out a form.
What did you actually do?
Research first, then build:
- •Keyword research into how homeowners search for roofing services
- •Over 12 pieces of content added or edited, plus location landing pages for every area served and a portfolio page
- •Technical and on-page SEO, local citation management, Google Business Profile optimization, and a backlink campaign
What were the results?
17% more organic traffic in six months.
July through December 2023. In November, impressions were up 107% over the previous period and 83.3% of organic conversions were form submissions. By January 2024 the engagement rate was up 39%. All organic, all measured in GA4 and Search Console.
Would a roofer in another market see the same numbers?
Not identical ones.
Competition and service area change the math. What transfers is the sequence: research how homeowners search, build a page for each service and each location, make it easy to call or submit a form, and keep the Google Business Profile active.
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