The Challenge
A well-established roofing business losing leads to less-experienced competitors
The Roofing Specialist had years of hands-on experience and a solid reputation built through word-of-mouth. They offered the full range of roofing services, flat roof repair, zinc roof installation, skylight fitting, and waterproofing, and their workmanship was consistently better than many rivals in the market. The problem was that almost none of their potential customers could find them online.
The company had an existing website, but it was doing nothing for the business. Traffic was negligible, the site was invisible on Google for any roofing-related searches, and competitors with inferior track records were ranking above them and capturing enquiries that should have been theirs. The owners knew they needed help but were unsure where to turn, until a friend who had worked with Best Web Design recommended they get in touch.
What We Did
Website Rebuild, SEO Strategy, and Content Overhaul
The Best Web Design team began with a complete website redesign. The old site was scrapped and replaced with a purpose-built roofing company website designed to convert visitors into enquiries. Dedicated service pages were created for each roofing type, flat roof repair, zinc roof installation, skylight fitting, and waterproofing, giving each service its own SEO-optimised page rather than lumping everything together. A project gallery was added to showcase completed work, and trust signals including customer testimonials and years-in-business credentials were placed prominently throughout. The site was built for fast mobile load times, since the majority of roofing enquiries in Singapore come from mobile devices.
With the new site in place, the team turned to SEO services. Keyword research identified the highest-value search terms for the roofing sector in Singapore, "roofing Singapore", "roof repair Singapore", "waterproofing contractor Singapore", and related long-tail variations. Technical SEO was addressed across the entire site: clean URL structures, proper canonical tags, sitemap submission, and page speed improvements. On-page SEO was applied to every service page, with optimised title tags, meta descriptions, header structures, and naturally integrated keyword content that matched what customers were actually searching for.
The final layer was content and local SEO. Service area pages were built to target searches across Singapore's different regions. The Google Business Profile was fully optimised, categories, service descriptions, photos, and Q&A, to improve visibility in Google Maps and the local pack. Citation building ensured consistent business information across local directories. Before-and-after project content was published regularly to demonstrate workmanship and build the kind of authoritative, experience-led content that earns rankings and trust simultaneously.
Results
Within months of launching the new roofing company website and SEO campaign, The Roofing Specialist began receiving a steady stream of inbound enquiries through organic search. The results that followed speak for themselves.
The number of customers contacting The Roofing Specialist through their website increased by 20 times compared to the period before engaging Best Web Design. The business went from near-zero online leads to a consistent pipeline of qualified enquiries every month.
Revenue grew by 30 times as the volume and quality of inbound leads improved. With more customers finding The Roofing Specialist directly through Google, the business could take on more projects without increasing its reliance on referrals alone.
As the customer base expanded, so did the review count. The Roofing Specialist accumulated 10 times more positive reviews across Google and other platforms, strengthening their local SEO signals further and reinforcing trust for new visitors landing on the site.
With organic search now driving consistent enquiries, The Roofing Specialist reduced their spend on paid and traditional marketing channels by a factor of four. SEO delivered a far more cost-efficient customer acquisition channel than the advertising methods they had relied on previously.
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