“We grew from $1.5M to $6.5M in less than 3 years after working with Alchemy.”
Let’s start with the results
The Results
More website traffic, more leads, and a $5,000,000 increase in annual revenue.
44 more qualified leads per month
226% increase in average call volume
We tracked the number of calls from all advertising sources so we knew which advertising channels were working and which weren’t.
Actual client data. Source: Alchemy Call Tracking – Call tracking allows businesses to pinpoint what advertising channels are working and cut out what isn’t. With Alchemy Call Tracking, you can even see which online sources are driving real customers. Not sure if it’s better to advertise in Google, LinkedIn, or Facebook? With call tracking, you can be sure.
421 more non-paid users per month
300%+ increase in organic traffic from Google
Year over year, Central Homes Roofing saw a 4x increase in ‘organic’ traffic from Google. This is the type of traffic that doesn’t come from paid advertising, but from Google ranking your website higher.
Actual client data. Source: Whitespark Rank Tracker – Whitespark Rank Tracker is a tool for measuring what keywords you are ranking for, and how well you are ranking for them. Ranking higher in Google, often referred to as Search Engine Optimization (SEO), is a gradual process and long-term investment. With best practices, expect to rank for more and more keywords over periods of months and years.
Consistent improvement
Steady growth in online leads, month over month
The dark blue line represents the number of visitors to the website. You see a spike in the dark blue line during a time when we starting running more display advertising
The light blue line represents the total number of website visitors that either called our tracking phone number or submitted a lead form. These leads are our ‘Goal Completions’. We’ve seen steady, reliable improvements in our # of goal completions month over month.
Dark blue = users, Light blue = leads
Actual client data. Source: Google Analytics – Google Analytics is the gold standard for tracking your website’s performance. Learn valuable insights like your traffic volume, where your traffic is coming from, and where your website is bottlenecking new customers.
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Our methods
How We Did It
This is how we helped a local roofing contractor grow by revenue by 333%.
Where We Started
From 0% to 56% of leads generated from online marketing
Central Homes Roofing is a father-son owned roofing contractor that got started back in 1986. The company relied solely on door knocking, mailers & direct referrals from many years of happy customers. When we started, our complete online marketing budget was under $4,000/mo. It has now grown to $35k+/mo.
Our Focus
Be found where people are searching
We used a combination of paid & organic marketing online to ensure that we showed up prominently when people were searching for “roof repairs” or “roofing contractors near me”. Central Homes Roofing has terrific customer service and loyal customers who advocate for them. By getting better visibility in search engines, we were able to connect 700+ customer testimonials with potential customers who are narrowing down the right roofing contractor for their needs.
Where did we market?
Our marketing channels
We prioritized visibility in search engines (like Google, Bing, & Yahoo) where people were searching but also promoted content we had written through display advertising. Most of this content was educational articles on topics like ‘the best roofing types for Florida climate’ or ‘the pros & cons of signing an AOB agreement’.
- Google Analytics
- ahrefs
- Whitespark
- Moz Local
- Visual Website Optimizer
- Alchemy Call Tracking
- GoDaddy
- Sucuri
- Termageddon
- WP Rocket
Mobile-friendly, conversion optimized
A new website that was beautifully designed, but focused on conversions
The Central Homes Roofing website, first created in 2017, has changed and evolved over time. Using A/B testing, we have been able to test many marketing messages gradually to find the ones that resonate most with our customers.
- Strong call-to-action on the website with clear ‘next steps’
- Customer testimonials, years in business, and other social proof
- Our experience and professionalism working with insurance claims
- The affordability of financing a new roof
- Educational content that helps buyers make smarter choices
- Value added Wind Mitigation Report that reduces insurance costs
- Clear communication that focuses on benefits
- Honest communication that builds trust
Search engine optimization
Optimized to rank higher in Google
A lot goes into ranking higher. For years, we’ve been developing a comprehensive checklist of SEO best practices. These best practices are what we used to grow the online organic traffic of Central Homes Roofing. You can view the entire checklist online here or view our consolidated PDF version here. However, better visibility in search engines requires more than what you can put a checklist. We ranked Central Homes Roofing higher by creating content that people actually wanted to read, and then sharing that content with the people who actually wanted to read it. Whether a person was looking for a roof inspection after a hail storm or needed emergency tarping services after a leak, we crafted our landing page messaging to match the intent of our searchers and guide them to the right solution for them.
- Are you a real estate agent? We know you need roofing estimates to negotiate for your clients. We’ll give you one, often in under 10 minutes.
- Are you considering different roofing options? Learn what to expect in your climate.
- Are you worried about filing an insurance claim for your new roof? Here is what you need to know.
Tailored content + better targeting
Content for everyone’s customer journey
Everyone’s roofing problem is different, and so everyone needs a solution unique to them. Using conversion rate optimization, we learned how to promote good content to the people who needed it, exactly when they needed it. How did we do this? We used analytics data to learn what the customers we serve look like, what solutions they care about, and what obstacles are keeping them from making an informed decision. This reduces our cost of advertising and ensures people aren’t seeing ads that don’t serve them.
How we increased leads (without increasing spend):
- Made bid adjustments, A/B tested ads, & added negative keywords in Google Ads & Bing Ads to drive down cost per lead
- Took advantage of Lookalike audiences in Facebook to find more customers who looked like existing customers
- Set up PPC experiments to A/B test large-scale campaign changes
- A/B tested different website layouts, designs, & messaging using Visual Website Optimizer
- Tracked leads from all sources, and continually reallocated budget to what’s working
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Have a few questions?
Frequently asked questions
How much budget?
We started with an advertising budget under $2,000/mo. We have grown that budget to over $20k/mo.
How did we choose where to market?
We track all calls and form leads online. We know where our customers are coming from and we can compare that against our advertising costs. This tells us which marketing channels are working, and which aren’t.
Did you expand into any other markets?
Not yet. When we started in 2017, there was a large pool of customers in Central Florida that weren’t being tapped into. We believe there is still room to grow in the Orlando market before expanding into other service areas.
What other marketing efforts contributed to this growth?
Central Homes Roofing continued direct mail marketing and ‘canvassing’ high-impact areas — door knocking on homes likely affected by recent hail storms. We have also experimented with radio advertising starting in Q3 of 2019. Second to online marketing, continuing to canvassing homes with salespeople has been the biggest support to growth over the last 3 years.
What our client has to say
A final word
“If you hire Alchemy Marketing, be ready to be busy! Justin is super knowledgeable and easy to work with. They will take your business as high as you will allow them to. They build websites, work with Google, SEO, pay per click, facebook and everything else! These guys actually care. If you’re looking to take your business to the next level, I recommend hiring them immediately.”
Owner, Central Homes Roofing
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