Website & search structure
Clear service and product information, focused landing pages, mobile contact paths, and local-search foundations.
Client work / Steel Master Roofing / Goshen, Indiana
From a website rebuild
to a connected lead system.
A contractor's marketing has to do more than generate traffic. It has to show the work, make the next step clear, and give the office something it can follow up.
The assignment
Make the good work
easier to find and choose.
Steel Master needed a clearer online presentation of its roofing work, product information, and quote options. The engagement grew into a connected system covering the website, local search, paid media, lead tracking, follow-up, and content.
The aim was not a prettier brochure. It was a useful path from the first search to a real conversation with the office.
The first 71 days / August 18 to October 27, 2026
Where it stands at day 71.
516Homeowner leads
Online quote requests, Local Services leads and form inquiries.
$398KSigned from 26 jobs
$397,950 signed. Some were returning customers; $346,880 came from new customers.
$1M+Still out in proposals
$1,000,889 with 43 homeowners. Proposals are not signed work.
$33,931Meta and Google ad spend
Paid directly to the platforms, Local Services included. Agency fees are not included.
$11.73Signed per $1 of ad spend
$397,950 divided by $33,931. Signed, not collected.
6Signed jobs that booked themselves
Out of 49 estimate appointments homeowners booked themselves from the follow-up email.
Signed jobs come from the proposal software and the office. Where a homeowner has more than one quote out, the average is used. One client's results, not a promise of yours.
The first 38 days in detail / August 18 to September 25, 2026
What the records showed at day 38.
229Homeowner leads
Online quote requests, Local Services leads and form inquiries in the lead ledger.
40Booked appointments
From the office tracker. 25 came from the online quote, 13 from Google Local Services, 2 with no recorded source.
11Signed jobs
From the office tracker and the proposal software. 2 were returning customers.
$15,040Meta and Google ad spend
Paid directly to the platforms. Agency fees are not included.
2 of 3Quote requests after hours
145 of 217 online quotes came in outside Monday to Friday, 8 to 5.
18Homeowners picked their own time
From the follow-up email, September 6 to 27. These are requests the office then confirms.
How to read these numbers
These figures come from the client's lead ledger, the office appointment tracker, the proposal software and the ad platforms. Leads can include repeat people and are not all qualified. Appointments and signed jobs are counted by the office, not by us.
This is one client and one 38 day window. It is not a promise of the same result for another business. An earlier snapshot on this page covered August 18 to September 11 and has been replaced by this longer window.
What went into the system
Campaigns & quote capture
Google and Meta campaign work, instant-quote pathways, and a clearer distinction between traffic, interactions, and inquiries.
Lead tracking & follow-up
First-party inquiry records, campaign attribution, office notifications, and follow-up workflows connected to the lead record.
Proof close to home
Let the projects
tell the story.
The interactive project map makes completed work easier to explore. Customers can see relevant projects instead of taking a service-area claim on faith.
Inside the project-map service
The people, not just the product
Real content.
A recognizable business.
Owner and crew interviews, job-site material, project photography, and short edits give the website and campaigns something specific to say. The content shows how the business works rather than filling space with stock imagery.
Video & content productionThe services behind it
Each piece,
and where to learn more.
Contractor website design
A fast site built around the jobs they want, with an instant quote on every page.
Paid advertising
Google Local Services, Search and Meta, in the client's own accounts. Watch the Facebook funnel run live.
Contractor SEO
Service pages, Google Business Profile work and local search structure.
Video and photography
One production day on site, cut into short clips for ads, the site and social.
Project maps
Completed jobs on a map, so homeowners can see work near them.
Roofing marketing
How the same approach applies to other roofing companies.
In the client's words · Five-star Google review
“Fast response and answers every question! Once we started with Tin Roof Digital we started getting more reliable leads. Would definitely recommend their services!”
View Tin Roof on Google
Your business needs its own version.
The useful part is the connected approach, not copying a roofing company's exact pages or promising the same numbers.