Werner Roofing

Construction Case Study

Helping a Roofing Company Continuously Generate Local Leads With Long-Term Digital Marketing Support

Digital marketing has been a buzzword for nearly a decade now, and many agencies have shown the benefits it provides to companies just making the switch from more traditional marketing methods. But, can digital marketing continue to provide solid results and strategic growth, even after years of implementation?

This case study highlights how Evenbound helped one roofing company generate the local leads they needed to drive business growth with a long-term digital marketing strategy that placed an emphasis on targeted content. In our fifth year of partnership with this client, Evenbound’s digital marketing strategy delivered the following results:


Percent Increase
in New Users


Percent Increase
in Conversions


Percent Increase
in Sessions


Werner Roofing is a West Michigan roofing company specializing in residential and commercial asphalt and standing seam metal roofs. As a local construction professional, Werner Roofing faces the same challenge as many local pros — standing out in a crowded, competitive market that’s often dominated by national brands.

When Werner Roofing came to Evenbound years ago, they had a goal of increasing the number of local leads coming into their site, but they weren’t sure how to make it happen.

The Challenge

Drawing in Qualified Leads With Strategic Positioning and Targeted Content

A universal challenge for local construction professionals is standing out in a crowded field that’s dominated not only by your local competition but by national competition as well. We knew that setting Werner Roofing apart from other roofers in the area would take strategic positioning.

When they first approached our team, Werner Roofing didn’t have a functional website, and they weren’t ranking for relevant local terms that could draw in qualified homeowners looking for roof repair, replacement, or installation. At Evenbound, we knew our strategy had to be precise, to avoid competing for space with much larger companies, and we knew it had to be comprehensive so that the new Werner Roofing website could capitalize on new leads coming in from a variety of platforms.

The Evenbound Strategy

Speaking to Local Leads With Helpful Content that Performs Well on Search Engines

  • Inbound Website Design
  • Content Marketing
  • Lead Capture
  • Targeted Paid Search Campaigns
  • Local Search Optimization
  • On-Page & Off-Page SEO

Our team started with an in-depth keyword report that identified low-competition, high search volume keywords that Werner Roofing could rank for organically. We also looked at strategic, long-tail keywords that could produce conversions from paid search campaigns. We then outlined specific buyer personas and developed content for a new, optimized website.

The following digital marketing tactics were implemented:

  • Completed extensive keyword research to identify opportunities for organic, paid, and strategic keywords.
  • Outlined specific buyer personas for each of Werner Roofing’s services.
  • Designed and launched a new, functional website optimized for local search and lead capture.
  • Developed a targeted content marketing strategy designed to speak to new buyer personas, and geared to improve Werner Roofing’s search engine rankings.
  • Ensured quality on-page and off-page search engine optimization.
  • Implemented conversion optimization tools, calls-to-action, and landing pages.
  • Deployed strategic Google AdWords and paid search campaigns designed to draw in leads from low-cost, high-conversion keywords.
  • Implemented marketing automation and workflows.
  • Created strategic blog content answering key buyer persona questions that also worked to draw qualified leads into workflows.

The new website, optimized for local search and strategic keywords, succeeded in placing Werner Roofing ahead of the competition. Evenbound’s content marketing and paid search strategies combined helped Werner Roofing make it to the top of search engine results pages for the keywords their ideal clients were searching. And all of those new site visitors were supported by the new website’s conversion and lead capture tools. Landing pages, content offers, and calls-to-action were delivering the qualified leads Werner Roofing had been looking for.

The Results

A Long-Term Digital Marketing Strategy That’s Still Delivering Local Leads and Serious Growth

In the years following the launch of the new Werner Roofing site, and the implementation of our comprehensive digital marketing strategy, Werner Roofing has seen tremendous growth. Evenbound works continually to implement SEO updates and content marketing changes that draw in the highest volume of qualified leads possible, and even after many years of working with Werner Roofing, our strategy is still providing year over year returns.

In the past year alone our digital marketing strategy produced the following results:

  • 89% – Increase in new users
  • 85% – Increase in sessions
  • 53% – Increase in conversions
  • 600% – Total conversions

Our continuing work with the Werner Roofing team shows that a long-term digital marketing strategy can and does continue to provide results, especially when it’s continuously optimized to produce the best results. The Evenbound team works with Werner Roofing on a regular basis to make changes to their website, optimize content and blogs for new local roofing keywords, and adjust strategic paid search campaigns to attract qualified leads that provide a high return on investment.

Today, Werner Roofing ranks on the first page of Google for a variety of relevant keywords and is seeing the highest influx of traffic to date. It’s clear that our digital marketing and optimization efforts are also working well to convert that qualified traffic into leads that the Werner Roofing team can reach out to and close.

What’s Next?

Expand our content marketing, email marketing, and paid search support services

Recently, we’ve worked with the Werner Roofing team to expand our content marketing, email marketing, and paid search support services. We plan to use this expansion to further Werner Roofing’s digital reach, helping them to keep climbing to the top of search engine rankings, and generating a higher volume of qualified local leads.

Serious Results. Serious Fun.

At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.


(616) 215-0626
41 Washington Ave. #390
Grand Haven, MI 49417

Privacy Policy

Stay Connected

Join the Evenbound Community! Get updates on recent Evenbound news.