+218%
Inbound calls (90 days)
47
Inspections booked · first month
$340K
Attributed revenue (6 mo)
-42%
Cost per qualified lead
The Challenge
What we walked into
Faircloth had been doing honest roofing work in eastern North Carolina since 1977. The reputation was rock-solid — the website was not. Visitors landed on a generic services page that looked like every other roofer’s, with no clear path to a call and no signal that this was a 49-year family business that could handle commercial, government, and homeowner work.
Inbound calls were arriving by referral and word-of-mouth, not from search. When homeowners actually compared roofers online, Faircloth was losing the click to less-experienced shops with better-built sites. The team knew the marketing was holding the brand back — they just needed an agency that understood the trades.
- Generic services page with no clear next step
- No Map Pack visibility outside Fayetteville core
- Commercial and government work not visible to the right buyers
- Phone calls arriving but not from search
The Approach
What we did
We rebuilt the site around how roofing buyers actually shop — service-area clarity, real project photos, separate paths for residential repairs, full replacement, insurance work, and commercial bids. Every page got tightened around a single intent and a single next step.
Local SEO got a full reset: Google Business Profile rebuilt with real categories, NAP consistency across 40+ directories, and city/neighborhood content that answered the questions homeowners type into search. Google Ads launched in parallel with separate campaigns for storm work, replacement, and commercial bids — each with a landing page built for that exact intent.
- New site with intent-separated service pages
- Map Pack rebuild + 40+ directory citation cleanup
- Google Ads with intent-matched landing pages
- Call tracking wired to a live dashboard
The Outcome
What changed
Within 90 days, inbound calls more than tripled and the inspection schedule was booking out 6 weeks ahead. Cost-per-qualified-lead dropped 42% versus the prior agency, and the dashboard finally showed Faircloth what was actually generating revenue — not just clicks and impressions.
By month six, Faircloth had attributed $340K in revenue directly to organic and paid traffic, with the homeowner, business, and government buyer paths each producing their own measurable pipeline. The team stopped wondering whether marketing was working and started planning around it.
After nearly 50 years of honest work, we finally have a website that matches our reputation. Figgle didn’t dress us up like some big corporation — they told our real story and put us in front of the homeowners, businesses, and government buyers who actually need us. Phones are booked out.
What we built
Want results like this?
If you are stuck where Faircloth was — site that does not convert, ads that do not pay back, no clear picture of what is working — Figgle can map a free plan for your business.
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