The situation
The business had been operating profitably for 11 years, mostly on referrals and word of mouth. Leadership wanted to scale to two crews but discovered the digital presence couldn’t support growth:
- Google Business Profile was unclaimed for 3 years and had outdated hours, a wrong category, and no photos.
- Website was a DIY Wix build from 2019 with a 4.1-second load time on mobile and no structured data.
- Reviews were collected ad-hoc — 23 total across 11 years of operation despite serving 2,000+ customers.
- Paid ads were spending $4,200/month for 8-10 leads with 24% close rate.
The owner’s instinct was “we need a new website.” Our audit showed the website wasn’t the bottleneck — discoverability was.
What we did
We sequenced the work to surface quick wins while building the long-term foundation.
Week 1-2: Foundations
- Claimed and fully optimized the Google Business Profile (correct primary category, 8 services, 24 geotagged photos, weekly Google Posts).
- Rebuilt the homepage on Astro with service-specific landing pages for the top 4 roof types and top 3 service areas.
- Deployed structured data (LocalBusiness, Service, Review, FAQ schemas).
- Mobile load time: 4.1s → 1.2s.
Week 3-6: Review engine
- Built an automated review request flow triggered 48 hours after job completion via SMS.
- Gave the foreman a one-tap “send review link” from the field.
- Added a review-showcase block on every landing page with real Google reviews pulled via API.
Week 4-8: Local SEO
- Built out 12 neighborhood-specific landing pages (Westshore, Carrollwood, South Tampa, etc.).
- Created a Google Business Profile Q&A seeded with the 15 most common customer questions.
- Earned 8 citation placements on industry directories.
Results
Within the 60-day window, inbound qualified lead volume tripled. More importantly, the mix shifted:
- Before: 70% from paid ads, 20% from referrals, 10% from organic.
- After: 35% organic search, 30% Google Business Profile (maps), 20% referrals, 15% paid.
Paid ad spend was cut in half because organic was filling the calendar. The cost per booked job dropped from $180 to $47.
The review engine alone added 66 new 5-star reviews in 60 days — more than the business had accumulated in its prior 11 years combined.
What mattered most
The foundations fix is unglamorous but it’s where the leverage lived. No amount of clever marketing fixes an unclaimed profile, wrong category, and no reviews. Once those were handled, everything else compounded.
The owner is now opening a second crew and has a 3-week job backlog.