Case study · LM Roofing

Five quote requests in the first week.

Leigh Hardwick runs LM Roofing out of Colchester, covering Ipswich, Suffolk and north Essex. His customers rate him 9.81 out of 10 on Checkatrade. His websites told a different story: two of them, run by an agency that held the domains, and not one quote request between them. The new site went live on 26 October 2026. In its first seven days it brought in five.

Full Launch · Astro on Wix hosting · Quote form into Leigh's inbox · Colchester and Ipswich · October 2026

Visit the live site Drag the before and after

The LM Roofing home page, after — Home page. The old slider and a Call Now button, against a headline that says who, where and how well rated, with the quote form right underneath

The LM Roofing home page, before — Home page. The old slider and a Call Now button, against a headline that says who, where and how well rated, with the quote form right underneath

LM Roofing for Ipswich, after — Ipswich. The old second website for Ipswich, against one Ipswich page on the new site, with the quote form beside the headline

LM Roofing for Ipswich, before — Ipswich. The old second website for Ipswich, against one Ipswich page on the new site, with the quote form beside the headline

Before: the two old sites, still live on 2 November 2026. After: www.lmroofing.co.uk the same day. Same size, same browser.

5quote requests in the first seven days
0from the two old websites
35pages, one for every service and town
1Google profile, back in Leigh's hands

The problem

A trusted roofer locked out of his own online presence.

Leigh came to us stuck in a contract with a web agency. They held his domains and ran two websites for the same business, one for Colchester and one for Ipswich, with different phone numbers and email addresses. The Google Business Profile that put him at the top of the map for "roofers Colchester" sent people to their site, not his. And in all that time, the websites had not produced a single quote request.

Step one

Taking back the Google profile.

The profile is the most valuable thing a local trade has online. LM Roofing's profile already held the top spot on the map for searches like "roofers Colchester" and "roof repairs Colchester", with 90 Google reviews at 4.7. But Leigh did not control it, and it pointed at a website he did not own.

We requested ownership through Google and got it back into Leigh's hands. The new site went on lmroofing.co.uk, a domain in Leigh's own account, and on launch day we switched the profile's website link to it. Every click from the map now lands on a page built to turn it into a quote, and on launch day LM Roofing was still first on the map for "roofers Colchester".

Step two

Built for the quote, not just the search.

A roofing customer usually has water coming in or a quote to compare. They want to say what's wrong and get a price, not hunt for a phone number. So the first thing under the headline is a free quote form.

Four short steps, about 30 seconds, starting with what needs doing.
Big tap targets for roof repairs, emergencies, new roofs, flat roofs, chimneys, fascias and roof windows.
On each service page the form opens with that service already picked.
Every request lands in Leigh's own inbox, not an agency's.
24/7 emergency call-outs one tap away on a phone, plus WhatsApp.

The LM Roofing home page with the free roofing quote form under the headline

Step three

A page for every job and every town.

Two clashing websites became one site with 35 pages. Twelve services from roof repairs to storm damage, Ipswich and Colchester pages, Suffolk and Essex pages, and fourteen town pages from Felixstowe and Woodbridge to Clacton and Frinton.

Each service page explains the signs, how the job is done and what affects the price, with real photos.
49 of Leigh's real Checkatrade reviews, each shown on the service and town it was about.
Every photo is one of his own jobs.
His logo rebuilt from the van livery so it is sharp everywhere.

The LM Roofing roof repairs page, with the quote form beside the headline and roof repair already selected

Old versus new

What changed.

BeforeAfter

Websites

Two near-identical sites, lmroofing.uk and roofingipswich.com, competing with each other for the same searches.

One site on lmroofing.co.uk, with a dedicated Ipswich page and a Colchester page instead of a second website.

Who owned what

The agency held both domains and the sites. Leigh could not move or change them.

lmroofing.co.uk sits in Leigh's own account. The site and the domain are his.

Google Business Profile

Not under Leigh's control, and pointing at the agency's website.

Ownership taken back for Leigh, and the profile now sends every click to the new site.

Where enquiries went

Contact details on agency-set email addresses, with a different landline on each site.

Every quote request goes straight to Leigh's own inbox, with what the job is, where and when.

Asking for a quote

A rotating slider at the top of the page with a "Call Now" button.

A free quote form under the headline: four short steps, about 30 seconds, one tap at a time. On every service page it starts with that service already picked.

Pages for searches

Two sites splitting the same searches. An estimate put them at about 9 visits a month from Google for one and 6 for the other.

12 service pages, Ipswich and Colchester pages, Suffolk and Essex pages and 14 town pages, from Felixstowe to Frinton.

Proof

"200+ Checkatrade reviews" in the page title.

9.81/10 from 220 Checkatrade reviews and 4.7 from 90 Google reviews in the hero, and 49 real reviews matched to the service and town they were about.

The result

Five quote requests in seven days.

The site went live on 26 October 2026. By the end of the first week, Leigh had five quote requests from it. The old websites had not produced one.

That is before the new pages have had time to climb in Google. On launch day the site was not in the top 100 for any of the searches we track, which is normal for a new domain. So the early enquiries are not coming from new rankings. They are people who were already finding LM Roofing on Google, now landing on a page that asks them what they need.

What comes next

LM Roofing is on our monthly search plan. Leigh wants more work in Ipswich, and the map results around Ipswich are where he does not show yet. We check the same searches every week, and this page will get a rankings section once there is movement worth showing. We will not invent any.

Same thing, your business

Great reviews, quiet website?

Websites for trades See the prices The rest of the work

Why it keeps paying

A lead from Google is free. The next one is too.

Leigh paid once. The site is not a cost that stops when the invoice is paid, it is the one thing in the business that goes on bringing people in without being fed. Here is why, in three parts.

Free leads, for as long as the page ranks

An advert stops the moment the budget does. A page that ranks for "mobile hairdresser St Neots" sends the same people, for nothing, every day it stays there, and a well-built page stays there for years. The work is paid for once. Every click after that is a lead you did not buy.

This is the difference between renting attention and owning it. Ads have their place, we run them for clients, but the point of the site is that the searches people already make land on you without a bill attached.

It compounds, because Google remembers

Each service page earns its own searches. Each review makes the listing stronger. Each blog post answers one more question people type and links back to the booking page. None of it is undone by the next one; it stacks. A site that is six months old with thirty reviews and ten honest pages outranks a new one with the same prices, and the gap widens.

That is why the curve on the what-you-get page bends upward rather than running flat. HairBiba took ten perm bookings in a single month through the site. Nida Thai Massage went from no way to book online to ten plus a week. Neither number was there in week one, and neither has needed us to keep it there.

A new client is not one booking

The search brings someone in once. The business brings them back. A perm is redone every couple of months, a Profhilo course is two sessions and a top-up, a good fence gets the gate ordered and the neighbour asking who did it. So the value of one search result is a year of that client, plus the review and the referral, not the first invoice.

Which is the real sum behind "a website that pays for itself": one new client a month, each worth a year of bookings, from pages that cost nothing after the day they went live.

A salon client, found once, for "perm near me"

£100a visit, comes back every eight weeks

6 a yearin the first year

£600from one search result, before she tells a friend

A clinic client, found once, for "Profhilo Norwich"

£250a visit, books the two-session course, then the top-up

3 a yearin the first year

£750and leaves the review that brings the next one

A trade client, found once, for "fencing St Neots"

£420a visit, has the fence done, then the gate, then the neighbour asks

3 jobsin the first year

£1,500+from one page that ranked for one phrase

Get a plan for my business See the payback sums