Fixing the enquiries was only the first job.
This started as a website rebuild. It became advertising, SEO, new services, hiring and local awareness — each one chosen because it was what was holding the business back at that moment.
- ANNUAL REVENUE
- From around ¥15M to roughly ¥150M
- MONTHLY ENQUIRIES
- From 1–2 to nearly 170–180 at peak
CHALLENGE
Traffic was arriving. Enquiries were not.
The company already ran its own online advertising, so people were reaching the site. But what a worried homeowner wanted to know and what the site actually said were two different things. The range of work, the reasons to trust the company, and what happens after you get in touch were all unclear — so the ad spend rarely turned into a conversation. The first thing to increase was not the budget. It was the site’s ability to convert the visits it already had.
APPROACH
One bottleneck at a time, over several years.
- 01 Rebuilt the website around the enquiry
We restructured it so someone with a roof problem could find what they needed without hunting, understand why this company could be trusted, and see what would happen after they made contact. Running the same ads to the new site took enquiries from roughly 1–2 a month to around 10–15.
- 02 Took over the advertising
About six months in, the increase in work meant nobody had time to manage the ads. We took that on and kept adjusting against traffic, enquiries and jobs won.
- 03 Built organic search over a year
To stop the business depending entirely on paid traffic, we wrote articles around the roof problems local people actually search for. After roughly a year, organic visits and enquiries were both contributing, which made the whole pipeline steadier.
- 04 Added higher-value services
Alongside leak repair, the company moved into full re-roofing and galvalume work. Each service got its own landing page so the search intent and the offer lined up, and larger jobs started arriving consistently.
- 05 Turned to hiring and retention
Growth created a staffing problem. Posting about the workplace and the people on YouTube and Instagram gave applicants a sense of the company before they applied, which improved both the fit and how long people stayed.
- 06 Joined the online and the offline
Alongside search and video, roadside signage went up on the main routes. Found in search, seen in town, and visible at work in the videos — the company became the one people think of locally for roofing.
RESULT
Repeat work, not just new customers.
Monthly enquiries passed 100 in some months and reached nearly 170–180 at the peak. Annual revenue grew from around ¥15 million to roughly ¥150 million. Because more of that came from repeat customers, the cost of winning each job fell and profit improved alongside revenue. Google reviews accumulated on their own, and the company now stands out locally in its trade for the number of them.
Not every campaign worked. Some produced nothing. What made the difference was reviewing the results together and moving to the next move rather than stopping — treating it as one team growing one business.