Roofing Website Case Study: From No Site to $30K in Work Won
Buckeye Exteriors relied on Google reviews and third-party lead platforms without a company website. Routeless built its first company website around roofing, siding and gutter work, and the business reports winning about $30,000 in jobs from organic website leads over four months.
- $30K in work won through organic website leads Four months after launch · Client-reported
- 103 clicks from Google Search Search Console, site history through October 2026 · Google Search Console
- 3,710 times the site appeared in Google Search results (impressions) Search Console, site history through October 2026 · Google Search Console
Why Buckeye needed a company website
Buckeye had a reputation and completed work to show, but no company website bringing those assets together. Prospective customers were arriving through Google reviews and Angi rather than a digital presence the business could control.
Josh Hauman on the work.
We've gotten so many compliments. And in fact, this house right here is one that we got the compliments from the homeowner on. And one of the reasons that we were able to build more trust to actually get this deal done.
Read the full transcript
Hey, this is Josh with Buckeye Exteriors. I'm outside one of our houses, one of our projects that we're working on right here. And just wanted to give a shout out for Eric for developing such a great website and our whole marketing strategy really, helping us with not only the website design and how we can put testimonials and case studies on there, but also with AI integrations and just optimizing everything. We've gotten so many compliments. And in fact, this house right here is one that we got the compliments from the homeowner on. And one of the reasons that we were able to build more trust to actually get this deal done. So just wanted to give a huge shout out to Eric for all your help and everything that you've done for us in that whole process of getting us set up digitally to succeed in this local business for roofing, siding and gutters.
Service pages, project proof and estimate requests
We launched a website organized around roofing, siding, and gutter services. Project examples, photos, reviews, and estimate requests give homeowners one place to judge the work and get in touch. We also added service content and project stories for local search.
Scope
- Before-and-after project galleries with the story behind each job
- A ten-step process page that shows homeowners what happens after they sign
- Real Google reviews on the page
- A same-day estimate request on every page
- A server-side estimate form that sends structured responses into the client's Google Forms workflow
Connected systems
$30K in jobs attributed to website leads
In the four months following the website rollout, Buckeye Exteriors reports winning approximately $30,000 in jobs attributed to organic website leads. The result reflects work won, not necessarily cash collected, and is based on the client's attribution rather than an analytics-only revenue report.
Separately, Google Search Console shows 103 clicks and 3,710 impressions for the site through October 2026. That view covers a different period from the four-month business result, so the two figures should not be read as one funnel.
Lessons for contractor websites
Reviews and finished jobs are already proof. Buckeye had both, but no place it controlled where a homeowner could see them together and ask for an estimate. Giving each service its own page, showing real project photos, and making the estimate request easy to find put that existing reputation to work on the company's own site.
- $30K in work won through organic website leads. Four months after launch. Source: Client-reported. Client-reported value of jobs, approximately $30,000, attributed to organic website leads. Work won, not revenue collected.
- 103 clicks from Google Search. Search Console, site history through October 2026. Source: Google Search Console. A different window from the four-month work-won figure.
- 3,710 times the site appeared in Google Search results (impressions). Search Console, site history through October 2026. Source: Google Search Console. Appearances in results, not visits.
Connected systems documented by this project.
Led by Eric Provencio, founder of Routeless, who previously held data and engineering roles at Nike, Gopuff, Peloton, Hulu, and Disney.
Related research: How AI assistants recommend roofers.