SEO & Bespoke Development Propel Guardrail Supplier's Growth

Roofco required a meticulously planned and rigorously executed SEO strategy to transform their digital presence.

The core objectives of this campaign were to significantly enhance their online visibility, improve their search engine rankings, and ensure that their website consistently reached and resonated with their target audience.

By leveraging both on-page and off-page optimisation techniques, alongside a data-driven content strategy and technical improvements, the strategy was created to position Roofco as a prominent brand within their industry, to drive higher-quality traffic and increase conversion opportunities.

Our specialist teams have undertaken extensive and ongoing research to uncover the most relevant keywords for Roofco’s digital strategy. This strategy includes regular competitor analysis to ensure Roofco remains ahead in a highly competitive market. By closely monitoring competitor movements and adapting accordingly, we’re able to help Roofco maintain an edge in search visibility.

Crucial to our efforts is continuous website optimisation. We consistently track performance data and analyse changes over time to fine-tune our approach and achieve the best possible outcomes. Our team remains focused on key technical and content-related areas, refining metadata, improving site speed, and enhancing on-page content to elevate Roofco’s online presence.

In addition to the evolving SEO strategy, our web development team designed and built a bespoke add-on quote manager system to streamline Roofco’s internal quoting process and support growth. This custom system provides a comprehensive dashboard showing the latest quotes and top clients, alongside a flexible client and company management tool with the ability to move clients between companies and apply a clear traffic light system to indicate the probability of winning each quote.

The system also gives Roofco detailed company quote statistics, such as the number of jobs quoted and won, overall win rates, and pricing information for full and discounted rates for each company. It includes categorised product listings, an admin user system for secure logins, password resets, user status, and role management, plus an advanced quotation function that allows users to manage all, live, won, lost, or expired quotes - with automatic expiration after a set period.

Users can duplicate and preview quotes, add product sections to separate areas clearly, add both listed and custom one-off products, toggle product features, and auto-calculate pricing based on quantities. The system calculates total prices, additional feature prices (PPC), and weights for each quote. Internal and customer notes can be added, and files, images, and diagrams attached for full project detail. Version control, PDF generation, and the option to email fully detailed quotes directly to clients all help Roofco’s team manage and present complex quotations quickly and professionally.

The results of this project genuinely raised the roof!

Thanks to the targeted efforts of our SEO services to optimise Roofco's website, we've achieved exceptional results. Year on year, we've seen a remarkable 36.03% increase in organic search traffic, while enquiries from potential customers have soared by an impressive 56.90%.

Visitors to the Roofco website spend more time on the site, with an average session duration of over two minutes - a clear indication that they're engaged and finding what they need. These positive outcomes have translated into increased business for Roofco, cementing their position as a leading player in the industry.

The introduction of the bespoke quote manager system has also made a tangible difference to Roofco’s day-to-day operations - enabling the team to get accurate, detailed quotes out to clients much more quickly and efficiently. This has streamlined the entire quoting process, made it smoother for both staff and customers, and given Roofco more control and confidence when handling new opportunities.