Background Information
Distinctive Metal Roofing is a specialty metal roofing contractor based in Avon, Ohio, serving homeowners and commercial property owners across Ohio, Western Pennsylvania, and surrounding regions. Since 2010, the company has focused on premium metal roofing backed by lifetime warranties, a BBB A+ rating, and over 15 years of installation experience.
Initial Situation
When Distinctive Metal Roofing partnered with us, despite having a strong product and reputation, their digital presence wasn’t keeping pace with their business goals. They were struggling to be found in search results, and they wanted to meaningfully expand their visibility across Ohio and Pennsylvania markets to grow lead volume across both regions.
The challenge was that metal roofing is a competitive, high-consideration purchase. They needed an agency that could:
- Help them rank in Ohio and the surrounding suburbs they serve
- Build out a second market presence in Western Pennsylvania
- Capture high-intent buyers across both organic and paid channels
- Turn more of the traffic they were already getting into actual estimate requests
What We Did to Help
With knowledge of both the Cleveland and Pittsburgh regions, we built an integrated, multi-channel digital marketing strategy that combined organic search, local SEO, content, conversion rate optimization, and paid advertising. Our team focused on the following:
Local SEO Across Multiple Service Areas
Because Distinctive Metal Roofing serves dozens of communities across Ohio and Western Pennsylvania, specialized roofing SEO services were central to their success. We optimized the site to rank for the metal roofing terms buyers in both markets were actively searching for, covering core service pages, product/style pages (standing seam, slate, shake, etc.), and the cities and suburbs Distinctive Metal Roofing serves. We also optimized their Google Business Profiles, built out location-specific content, and worked to surface Distinctive in local map and “near me” searches across both markets.
Content Writing and Optimization
Metal roofing is a high-consideration, often unfamiliar purchase for homeowners. We built out content that answered the real questions buyers ask before requesting an estimate, comparing metal roofing styles, walking through cost considerations, addressing common myths, and helping homeowners understand the long-term value of a metal roof. This content both drives organic traffic and supports conversion further down the funnel.
Conversion Rate Optimization
Driving traffic is only half the equation. We worked through the site to improve how it converts visitors into estimate requests, tightening calls-to-action, improving form placement, sharpening the messaging on key landing pages, and removing friction in the path to contact. The result was a higher percentage of visitors actually requesting an estimate.
Pay-Per-Click Marketing
We launched and managed roofing-centric PPC campaigns to capture buyers in both Ohio and Pennsylvania who were ready to act, supplementing the organic strategy and accelerating lead volume in the newer Western PA market while the SEO compounded over time.
Results of Our Work
Our custom combination of digital marketing services delivered significant ROI across both markets in 2024:
- 6x ROI on PPC
- 31x ROI on SEO
- 16x overall ROI