Company Description
Local Lead Generation for a Building and Roofing Business
I’m Yer Man Building & Roofing is a local construction business operating in a competitive, trust-driven market.
The business relied heavily on referrals and word of mouth. Online visibility was limited and inconsistent.
The goal was to create a clear digital presence that supported local lead generation.
The focus was not rapid growth. It was steady, reliable inquiries from the right type of customer.
This case study explains how that structure was put in place.
Client Context
The business offers building and roofing services to homeowners in a defined local area.
Customers typically search when they have an immediate problem. Trust and clarity are critical at the point of decision.
Before the project began, the business had no strong digital foundation.
Search visibility was weak. Messaging did not clearly explain services or service areas.
Our role was to introduce structure without over-complication.
Strategic Focus
The strategy centred on three priorities.
Local visibility came first. Clarity of services followed. Lead quality mattered more than volume.
This sequencing was deliberate. Without trust and relevance, traffic would not convert.
This sequencing reflects how we build marketing systems for SMEs, where structure supports consistent local lead generation.
1. Establishing Clear Foundations
The first step was to define how the business should appear online. This included service scope, service areas and expectations.
Language was simplified and made specific. Pages were written to match how local customers search. This reduced ambiguity and increased relevance.
This early work aligned closely with brand development work, ensuring the business appeared professional and credible from the outset.
2. Website Structure and Messaging
A new website was developed to support local discovery. The structure was designed to be simple and direct.
Each service was clearly explained. Location signals were built into the content naturally. Navigation was kept minimal to reduce friction.
The site was designed to support decision-making, not browsing.
“I got in touch with 360 Marketing Consultancy with the purpose of having a website designed. Although I had a domain name, I didn’t have anywhere to showcase some of the work that we have completed. We now have a strong online presence and have relevant content that we are able to publish across our social media channels. Soon after this was delivered we received an inquiry to quote for work with a value of €200,000. I would have no hesitation recommending 360 Marketing Consultancy to anyone who is interested in developing their business”
Tony Hall, Owner of ‘I’m Yer Man’ Building and Roofing Contractor
3. Supporting Local Search Visibility
Search visibility was addressed through foundational SEO work. This focused on local intent rather than broad keywords.
Service pages were optimised for specific locations. Technical SEO basics were implemented correctly. The goal was discoverability at the moment of need.
This work followed a marketing architecture approach, where visibility supported structure rather than driving it.
Results
The business began receiving more consistent local inquiries. Website traffic became more relevant. Calls and contact requests increased in quality.
The site now supports the business rather than sitting idle. Marketing activity became predictable and easier to manage.
Outcome
This project was not about scale or expansion. It was about creating a reliable system for local lead generation.
By focusing on clarity, structure and trust, the business gained a digital presence that works quietly in the background.
The result was a website platform that visitors could easily navigate and also view engaging content. It was integrated with existing social media channels. For example Facebook, YouTube and Twitter to publish relevant content and drive traffic to the website again.
The project successfully increased brand awareness, improved engagement levels with potential customers and well as developing a targeted marketing strategy.
Similar principles have been applied across other structured growth projects, including this jewellery brand case study.
