From tired website to measurable growth engine.
Ronald Graham Roofing needed more than a redesign. We connected search, paid acquisition, enquiry handling, CRM, estimating and e-sign into one operating system—then measured what changed.
The brief
Build the commercial system behind the site.
The old setup made search performance, enquiries and job outcomes hard to connect. The rebuild needed strong local service pages, useful tools, reliable server-side attribution and an operating layer that could acknowledge, qualify, quote and follow up work.
What shipped
Website, CRM, AI & acquisition working together.
- Hand-coded service site with local roofing content and structured data
- Roof-cost calculator and aerial roof-report lead tools
- Server-side enquiry and advertising attribution
- Immediate AI-assisted enquiry acknowledgement
- Estimator workspace, digital quote packs and e-sign journey
- Rebuilt Google Ads account focused on measurable search demand
Measured result
Organic demand moved materially after launch.
The new site launched on 16 June 2026. In the latest 28-day period, Google Search Console recorded 249 organic clicks, up 174% from the final pre-launch period. Organic website sessions reached 346, up 144%.
Core commercial searches moved towards or onto page one: “Edinburgh roofers” improved from position 12.3 to 7.5; “roofer Edinburgh” from 11.4 to 7.7; and “commercial roofers Edinburgh” from 4.5 to 3.4.
The server-side CRM recorded 37 enquiries. That proves lead generation, not booked revenue: lead stages and won values still need updating before a true return-on-ad-spend claim can be made.
PROPER