SEO Case Study: How a Roofing Company Increased Service Calls by 190%
In February 2025, a roofing company in Tampa, Florida partnered with Goforaeo after noticing their phone was quiet unless they ran ads. They were doing solid work, but local homeowners were finding competitors first, especially for urgent roof repair searches.
This case study explains what we changed from February 3, 2025 to October 20, 2025, and how the results improved month by month. For privacy, the company name is not shared, but the dates, actions, and numbers reflect the real campaign structure used in Tampa.
Campaign snapshot: Dates, timeframe, location, and core result
This project ran in Tampa, Florida with a focus on local SEO, service page improvements, Google Business Profile growth, and call tracking. The main success metric was service calls from organic search and local map visibility, counted through call tracking and confirmed call logs.
Before vs after proof: In February 2025, the company averaged 30 service calls per month from SEO sources. By October 2025, they reached 87 service calls per month from SEO sources. That change equals a 190% increase, based on the jump from 30 to 87.
Key supporting metrics also moved in the same direction, which made the result easy to trust:
- Organic website sessions: 1,280 to 4,260 per month
- Google Business Profile actions: 540 to 1,980 per month
- Quote request forms from organic: 8 to 22 per month
- Map visibility: stronger coverage for roof repair and roof replacement searches in Tampa
Starting point: What we saw in early February 2025
When we started, the company had a working website and an active Google Business Profile, but the setup was not built for local intent. Several pages were thin, the service offerings were not explained clearly, and the website was not helping Google understand the best pages to rank.
They had some branded searches, but they were missing out on the big opportunity: people searching for roof repair, roof leak, storm damage, and roof replacement in Tampa. Their competitors were appearing in the map results, and the company was often not visible.
Baseline tracking period: February 3 to February 28, 2025. During this period, we used clean call tracking and conversion events to get a clear starting line.
Baseline numbers for February 2025:
- Organic sessions: 1,280
- Service calls from SEO sources: 30
- Quote request forms from organic: 8
- Google Business Profile actions: 540
- Many priority keywords: outside the top 10, especially non branded searches
How we measured service calls: Keeping the numbers genuine
Roofing campaigns can look better than they really are if you count every click as a lead. We tracked calls with source data and reviewed call quality to make sure calls were real homeowner requests, not spam or vendor calls.
We used a simple rule: a service call was counted when it matched the service intent and came from organic search or Google Business Profile. This made the numbers honest and repeatable.
Tools used in this campaign:
- Google Search Console: queries, impressions, clicks, indexing, page level performance
- Google Analytics 4: organic landing pages, conversion tracking, user behavior
- CallRail: call tracking, recording review, source attribution, call quality checks
- Screaming Frog: technical crawl, metadata issues, internal link structure, broken links
- Ahrefs and Semrush: keyword research, competitor gaps, ranking checks
- Google Business Profile: posts, services, photos, map visibility actions
- PageSpeed Insights and Lighthouse: speed checks, Core Web Vitals fixes
- Looker Studio: monthly reporting dashboard for calls, sessions, GBP actions, and leads
Strategy overview: The plan we followed from February to October 2025
This campaign worked because we followed a clear order. First, we fixed tracking and site basics so we could prove results. Next, we improved technical health and page clarity so Google could crawl and trust the site. Then we rebuilt service pages and local signals so Tampa homeowners could find the company for urgent needs.
We also published content that matched real roofing searches in Tampa, especially storm and leak related topics. Over time, the compounding effect turned into more calls each month.
Main focus areas:
- Tracking and call attribution that the team could trust
- Technical cleanup for crawl and speed
- Strong service pages for roof repair, replacement, and storm damage
- Local SEO through Google Business Profile and consistent business info
- Content built around real homeowner questions and seasonal demand
- Trust building through reviews, photos, and proof
Phase 1: Tracking and quick fixes in February 2025
In the first two weeks, we focused on measurement and easy wins. Roofing leads are call heavy, so call tracking had to be clean before anything else. We also improved page titles and internal links to reduce obvious waste.
Actions completed in February:
- GA4 conversion events for call clicks, form submissions, and quote requests
- CallRail setup with correct source tracking for organic and GBP calls
- Search Console cleanup: sitemap checks, indexing review, coverage fixes
- Quick updates to top page titles and meta descriptions for Tampa intent
- Internal linking improvements pointing to the main roof repair and replacement pages
This phase helped immediately because better tracking showed what was already working. It also helped Google understand the site’s key service pages faster.
Phase 2: Technical SEO and speed improvements in late February to March 2025
After tracking, we improved site health so pages could rank more reliably. Many roofing websites have heavy images, slow mobile load times, and messy page structures. Those issues quietly reduce conversions because homeowners want fast answers.
Technical work completed:
- Image compression and lazy loading updates for faster mobile experience
- Fixing broken links, redirect chains, and outdated URLs
- Improved crawl structure so important pages were not buried
- Sitemap updates and canonical checks to reduce duplicate signals
- Basic schema added where accurate: LocalBusiness and service related markup
These changes helped both ranking and conversion. When the site loaded faster and pages were easier to scan, more visitors stayed long enough to call.
Phase 3: Service page rebuild for Tampa intent in March to May 2025
This was the biggest growth lever. We rebuilt the pages that drive revenue using simple language that matches how homeowners search. Each page was updated to answer urgent questions clearly and guide visitors to an easy next step.
We focused on these core services:
- Roof repair in Tampa
- Roof replacement in Tampa
- Roof leak repair and emergency response
- Storm damage roof inspection
- Shingle roofing and metal roofing pages, based on the company’s real work
What changed on each main service page:
- Clear opening section: problem, signs, and what to do next
- Short explanation of the process: inspection, estimate, repair or replacement steps
- FAQs pulled from real calls: pricing range factors, timelines, permits, warranty basics
- Strong calls to action: click to call buttons and simple quote form placement
- Trust signals: license and insurance mention, service area clarity, review highlights
This improved rankings because pages matched search intent, and it improved calls because homeowners felt confident faster.
Phase 4: Local SEO through Google Business Profile in April to October 2025
Google Business Profile is often the fastest call driver for roofing in a city like Tampa. Many homeowners choose from map results, especially after storms. We treated GBP like a weekly marketing channel, not a one time setup.
Google Business Profile work included:
- Category and service updates to match what people search
- Weekly posts: tips, seasonal reminders, inspection availability, storm response updates
- Photo uploads twice per month: trucks, team, completed work, signage, before and after where allowed
- Review process: simple ask flow after completed jobs, plus consistent review responses
- Q and A section cleanup with clear, helpful answers
As this stayed consistent, map actions increased month after month. More map actions meant more calls without needing more ad spend.
Phase 5: Content that brings high intent searches in May to October 2025
Roofing content works best when it matches real problems. We avoided generic articles and focused on searches that show high intent. We also kept content connected to service pages through internal links, so it supported rankings instead of sitting alone.
Content themes we published and updated:
- How to spot a roof leak and what to do in Tampa weather
- Storm damage signs and when to schedule an inspection
- Roof replacement timing and what affects the final quote
- Shingle vs metal roofing: simple pros and cons for Florida conditions
- Insurance claim basics explained carefully, without making promises
Each piece linked to a related service page and ended with a clear next step, usually calling for an inspection or requesting a quote.
Monthly breakdown: Work done and performance data in 2025
Below is the month by month view showing what was done and how calls grew. Each month includes the main actions and the key numbers so the improvement is easy to follow.
February 2025: Baseline month, tracking, and quick wins
In February, we set up tracking, verified call sources, and fixed easy on page issues. We also improved internal links so the main service pages were supported. This month was about building a clean starting point and removing obvious blockers.
Results for February 2025:
- Organic sessions: 1,280
- Service calls from SEO sources: 30
- Quote request forms from organic: 8
- Google Business Profile actions: 540
March 2025: Technical cleanup and first service page upgrades
In March, we improved site speed, fixed broken paths, and cleaned crawl issues. We also rebuilt the first major service pages, focusing on roof repair and leak related intent. Early ranking improvements showed up first in long tail searches.
Results for March 2025:
- Organic sessions: 1,520
- Service calls: 36
- Forms: 9
- GBP actions: 660
April 2025: Google Business Profile push and local relevance updates
In April, we updated GBP categories and services, started weekly posts, and added a steady photo schedule. We also improved local relevance across core pages using natural Tampa language and clearer service area notes. Calls increased as map visibility improved.
Results for April 2025:
- Organic sessions: 1,860
- Service calls: 43
- Forms: 10
- GBP actions: 820
May 2025: More service pages and the start of high intent content
In May, we expanded service coverage and strengthened trust sections on the pages. We also published the first set of high intent content pieces and connected them to service pages with internal links. This started compounding traffic and lead flow.
Results for May 2025:
- Organic sessions: 2,240
- Service calls: 52
- Forms: 12
- GBP actions: 1,020
June 2025: Conversion improvements and stronger call focused layout
In June, we improved page layouts to make calling easy on mobile. We simplified the booking path, added clearer call buttons, and improved the quote form experience. We also expanded FAQs based on real call recordings and common homeowner concerns.
Results for June 2025:
- Organic sessions: 2,720
- Service calls: 60
- Forms: 14
- GBP actions: 1,210
July 2025: Storm season preparation and authority building
In July, we created and improved pages that support storm related searches, including inspection and storm damage topics. We also improved citation consistency across listings and added a few relevant local placements. This improved trust signals and map performance.
Results for July 2025:
- Organic sessions: 3,180
- Service calls: 69
- Forms: 16
- GBP actions: 1,420
August 2025: Content scale and click through rate improvements
In August, we refreshed titles and page openings for queries that had impressions but low clicks. We published more content focused on leak signs and repair timelines, and we kept GBP posting consistent. The site started earning more top 10 positions for service keywords.
Results for August 2025:
- Organic sessions: 3,620
- Service calls: 76
- Forms: 18
- GBP actions: 1,610
September 2025: Strongest compounding month and better lead quality
In September, we expanded proof elements on top landing pages and added clearer service detail sections. We also strengthened internal links from content pages to roof replacement and repair pages. Calls increased, and call quality improved with fewer irrelevant inquiries.
Results for September 2025:
- Organic sessions: 3,980
- Service calls: 82
- Forms: 20
- GBP actions: 1,780
October 2025: Peak performance and final proof of growth
In October, we refined top pages using Search Console data and added more FAQs where homeowners were still hesitating. We also kept reviews, photos, and GBP updates active, which helped the map side stay strong. This month delivered the highest call volume of the campaign.
Results for October 2025:
- Organic sessions: 4,260
- Service calls: 87
- Forms: 22
- GBP actions: 1,980
Why the results happened: The biggest drivers behind the 190% increase
The strongest driver was rebuilding service pages so they matched real Tampa homeowner searches. Once the roof repair and roof replacement pages became clearer and more complete, Google had a better reason to rank them. Visitors also felt more confident, which increased calls.
The second driver was steady Google Business Profile work. Weekly posts, fresh photos, service updates, and review growth improved map visibility and trust. Roofing is urgent, and maps often wins the click when someone needs help fast.
The third driver was content tied to real problems and seasons. Storm and leak topics brought in high intent visitors, and internal links pushed that value into the main service pages. This created compounding growth instead of a one month spike.
Final before vs after proof: Simple and clear
This Tampa roofing company partnered with Goforaeo on February 3, 2025, and by October 20, 2025 SEO became a reliable source of service calls. The growth was tracked through call attribution and confirmed call logs, not guessed.
Final proof:
- February 2025: 30 service calls from SEO sources
- October 2025: 87 service calls from SEO sources
- Increase: 190% growth in service calls through SEO in Tampa