Driving Local Calls for a UK Roofing Company: A Local SEO Success Story
Industry
Roofing Company
Scope
Website & Google Business profile
Duration
6 Months
Introduction
For this project, I partnered with a UK-based roofing company to elevate their local online presence and drive more customer enquiries via phone. By focusing on Local SEO—particularly Google Business Profile optimisation and targeted local keyword strategy—I was able to meaningfully increase the number of calls generated from organic search. The chart above reflects the performance for April 2025, showing a total of 226 calls made directly from the company’s Business Profile—a 23.5% increase versus April 2024.
Challenge
Prior to engagement, the roofing company struggled with limited visibility in local search results. Key challenges included:
Poor Google Business Profile visibility: The client’s GBP was under-optimised, with incomplete categories, inconsistent business information, and a lack of regular posts.
Low call volume: Despite offering a full range of roofing services (repairs, installations, inspections) throughout their service area, the client was not ranking well for local search terms such as “roofing services near me” or “roofers in [Town/City].”
Competitive local market: The roofing sector in the UK is highly competitive, with many established contractors already ranking prominently for local keywords.
Limited trust signals: Customer reviews were sparse, and there was minimal engagement on local citations (directories, industry listings). Consequently, potential customers were less likely to click “Call” on the Business Profile.
Approach
Google Business Profile Optimisation
Local Keyword Research & On-Page SEO
Citation Building & NAP Consistency
Review Management & Social Proof
Performance Tracking & Iteration