How a Roofing Contractor got over 150K Traffic in One Year through Roofing SEO

24th October 2025
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SEO stands for Search Engine Optimisation, which is a practice that helps rank one website over another. Roofing SEO is the UK’s number one Roofing SEO agency that specialises in helping roofing contractor websites rank better and get more roofing leads.

SEO for roofing websites is not a one-stop solution; we have helped over 170 roofing contractors achieve first-place ranking. Our clients, on average, see a 42% increase in qualified leads within the first 7 months, with a 89% client retention rate over the last 5 years.

Challange

We were approached by a roofing contractor who was struggling with minimal online visibility despite offering quality services for over 11 years. They had a brand new website; however, they were not getting featured locally or regionally. The method of lead generation was word of mouth, and established relationships with a few construction companies. They specialize in roofing repairs and new roof installation.

Their customer acquisition, as a result, was highly dependent on relationships and word of mouth, with no actionable metric.

How a Roofing Contractor got over 150K Traffic in One Year through Roofing SEO
How a Roofing Contractor got over 150K Traffic in One Year through Roofing SEO

How we increased their organic visitors from 11K a year to 154K in one year.

Please note that although we are very proud of our work with this existing client. We would like to make a few things clear.

  1. The number of visitors does not equal leads
  2. All our clients see results; however, results vary.
  3. The client’s website had been live and established for 9 years.

We started working on this site in January 2024, and by June 2024, we began to see traffic, ultimately roofing lead generation with an integrated sales funnel. From 11th June 2024 to 11th June 2025, the site managed to get 154K in purely organic traffic.

Technical SEO

We ensured that the website’s foundations were correct. Technical SEO is a continuous process, and these are the factors that affected this site:-

Site Speed:- Despite a new website, the site was loading slowly, mainly because of large images.

Good Mobile Experience

Information Architecture: A long, complicated URL structure does not help pages rank. We had to change most of the old URL structure and ensure that the new URLs and pages were arranged correctly.

Page Errors:- Deal with 404 errors and put in place appropriate redirects

Structure Data:- The website lacked a schema, which helps search engines understand the site. The absence of this meant that search engines were left guessing.

 

Keywords Research and Content Marketing

Significant time was spent identifying and writing meaningful content to attract customers. This roofing company aspired to become an authority in a subsection of roofing. A lot of content was done to ensure that this website was seen as an expert in this field. This content was then optimized to ensure that it ranked for the chosen keywords

The considerations here were:-

  1. SEO cannibalization. Ensuring that each page was able to target specific keyword/s. That those keywords were not repeated elsewhere.
  2. Ensuring a correct publishing rate. We started by publishing 2 blogs/pages a month, ramped this to 2 a week, and maintained this pace. This is to signal that this site regularly updates content and has relevant information about roofing.
  3. Getting subject experts to author this content

 

Local SEO

Local SEO for roofing companies is crucial and involves several aspects. For this client, the following was important

  1. Uniform Google Business Profile. As they have more than one location, the details of the various locations needed to be updated while maintaining the same look and messaging.
  2. Review Acquisition:- Prospective roofing clients needed two things
  3. Proof that this roofing company can do what it wants
  4. See what other customers have to say about our client.
  1. Business Profile Optimisation to ensure that it ranks highly for the terms that are important locally (branch-specific).

 

Link Building

Link building in SEO can go very wrong, very quickly. There are various aspects to consider when looking for places to get links from. High amongst those considerations are

  1. Relevancy
  2. Domain authority
  3. Editorial oversight

We are experts at building links. We use a wide variety of approaches to build links, including outreach and digital PR. Although we can’t show you our client links, you can see how we managed to get roofingseo.services featured in The Express.

 

Final Take Away

SEO is an involved process and is done with a team of professionals who know what to do. For this client, we increased the number of leads per month by 65%. The client managed 35 top 10 positions and has been featured in Google AI overview 63 times to date.