Calgary Roofing Pro
From invisible trade business to the most-booked roofer in Calgary — top-3 Google ranking and 300+ qualified leads per month.
Measurable Results
The Challenge
Calgary Roofing Pro was an established roofing business with solid references but nearly invisible online. The old site hadn't been touched since 2017, sat on page 3 of Google, and converted under 1 % of visitors. Seventy percent of new customers came from word of mouth — which doesn't scale organically.
Our Solution
We ran a full repositioning: new branding focused on trust and craftsmanship, a performance-optimized website with a clear lead path, and an SEO strategy around local terms like 'roofing Calgary' and 'emergency roof repair.' Schema markup and a structured FAQ system made the business visible to AI search as well.
The Outcome
Within nine months, monthly leads went from under 30 to over 300. Top-3 rankings for the core local keywords have held steady since, and site conversion stays above 12 %. The business hired two new crews in 2024 to keep up with demand.
Note: Metrics illustrate typical project outcomes. Concrete numbers vary by starting point and target market.
Starting point: Solid work, invisible in the market
Calgary Roofing Pro is a family-run roofing company operating in the Calgary region since 2011. The team is technically strong — average Google and HomeStars ratings around 4.8 stars. But that strength didn’t show up in the digital footprint. The original site was a classic mid-2010s trade template: blurry photos, no mobile optimization, contact forms that routinely landed in spam filters.
The result was the pattern you see across the industry: great reputation offline, broken online funnel. With 4.9 stars in the reviews, the business should have been at the top of local search. Instead, competitors with half the rating occupied position 1.
Strategy: translating trust into digital
Our approach ran on three parallel workstreams.
Branding. We rebuilt the visual identity — not as a cosmetic refresh but as strategic positioning. The core message became clear: “Calgary’s most-booked roofer for a reason.” Color palette, typography, and imagery were aligned on trust, craftsmanship, and Canadian down-to-earth character.
Web design. The new site was optimized for speed and lead conversion. Core Web Vitals in the green, mobile-first, with a focused hero section, trust signals (Google reviews, certifications, warranty badges), and multiple contextual CTAs. Every subpage was built to attract a specific lead type: emergency repair, full replacement, new construction.
SEO & GEO. The SEO foundation included technical optimization, a local keyword strategy spanning 80+ terms, and Google Business Profile work. In parallel, we prepared the content for generative search: schema markup for LocalBusiness, Service, and FAQPage, consistent entity signals, and the kind of depth both Google and ChatGPT recognize as authoritative.
Outcome: from exception to default
The first measurable effects appeared after about 10 weeks — unusually fast, because the business’s underlying authority (reviews, local reputation, backlinks from partner companies) was strong. After nine months, the key numbers had moved into a new regime: top-3 positions on the majority of money keywords, over 300 qualified leads per month, a site conversion rate of 12.4 %, and an overall ROI of 3.2× on the investment.
The important side effect: the dependence on word of mouth stayed — but as an amplifier, not the only channel. The business now has a predictable lead base they can use to plan capacity, hiring, and seasonal peaks seriously.
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