The Situation
The business had operated for 30 years without a website. All leads came from Checkatrade, local newspaper ads, and referrals. When Checkatrade changed their ranking algorithm in early 2024, the company dropped from the first page of results to the third. Monthly leads fell from 20 to 8. Tom was considering letting go of his longest-serving employee.
The Turning Point
A customer mentioned finding a competitor through Google Maps and showed Tom how prominent that competitor appeared. Tom searched for 'roofer Manchester' and his company was nowhere. He realized the business did not exist in the place where most people now look for tradespeople.
What We Did — And Why
We started from zero — domain, hosting, and a purpose-built website targeting every borough in Greater Manchester. Each location page included area-specific content, recent project photos, and testimonials from customers in that area. The emergency repairs page was designed for mobile-first urgent searches. We built the Google Business Profile into a showcase of completed work with before/after photos of every job.
Our Approach
- 1.Built a service-area focused website with dedicated pages for each Manchester borough and surrounding towns, targeting hyper-local keywords like 'roofer Stockport' and 'flat roof repair Salford'.
- 2.Created an emergency repairs landing page with click-to-call functionality and 24/7 availability messaging, capturing urgent high-value leads.
- 3.Established Google Business Profile with photo documentation of completed projects, response templates for reviews, and weekly Google Posts showing recent work.
The Results
The Google Business Profile started generating calls within the first month. By month 5, the company was receiving 42 qualified enquiries per month — more than double what Checkatrade had ever delivered at its peak. Tom cancelled his Checkatrade subscription and hired two additional roofers. The business now has a 9-month waiting list.
In Their Own Words
“Tom said: 'I used to think websites were just for big companies. Turns out, our website is now the best employee I have — it works 24/7, never takes a sick day, and brings in better leads than anything we have ever tried.'”