Case Study
How Amor Roofing Built a Lead Engine to Match Its Reputation
How a veteran-owned roofer with a perfect reputation finally got a website and a lead engine worthy of it.
Meet Dylan Johnson
Meet Dylan Johnson. CEO of Amor Roofing out of Snohomish, WA, and a former Navy Corpsman who runs the business the way he served: with discipline and care. The reputation was already there, 5.0 stars across 124 Google reviews. What was missing was a modern way for people to find it.
Overview
From Outdated Website to Digital Authority
Amor Roofing had the part that is hardest to build. A 5.0-star reputation across 124 Google reviews. A veteran-owned company led by a former Navy Corpsman who treats every roof like it matters. The trust was real and it was earned one job at a time.
What Amor did not have was a way for new customers to find any of that. There was no modern web presence, no lead engine, nothing online that reflected the quality of the work. The reputation lived in word of mouth and past customers, and it stopped there.
When we started, the conversation was simple. Amor already does the work and already earns the reviews. Our job was to build the digital side so it finally matched, a website people could trust, forms that actually reached Dylan, and a way to bring in new work on purpose instead of by luck.
That is what we set out to build, one phase at a time.
Challenge
Starting Point
The problem was not reputation. It was reach. A roofer with a perfect 5.0 rating across 124 reviews should be the first call in the area, but without a modern website there was no front door for anyone searching online. Prospects looking for a roofer in Snohomish were finding competitors instead, and even the leads that did come in had no reliable path to reach Dylan quickly.
For a service business, speed matters. A lead that sits unseen for hours is often a job lost to whoever called back first. Amor needed a real website, real lead capture, and a way to know the moment someone reached out.
- No modern web presence to match the reputation
- No lead engine to bring in new work on purpose
- Strong 5.0-star reputation invisible to online searchers
- No fast, reliable way for leads to reach the CEO
- Reliance on word of mouth alone for new customers
Strategy
A Structured Roadmap
We kept the plan grounded in what Amor needed most: a credible website, fast lead capture, and a steady flow of new inquiries. We built the foundation first, then layered in paid search and SEO so the results could compound over time.
Each phase set up the next. The website gave us something worth sending traffic to. The lead forms made sure nothing slipped through. Then Google Ads and SEO opened the door to new customers.
Launch the Website
We delivered an AI-assisted website build a full week ahead of schedule, and with more pages than originally scoped. Fast, modern, and built to reflect a company that earns 5.0-star reviews. This was the credibility foundation everything else would sit on.
Lead Forms and Instant Notifications
We integrated lead forms across the site with instant phone notifications, so the moment someone reaches out, Dylan knows. For a roofer, that speed is the difference between winning the job and losing it to whoever called back first.
Launch Google Ads
With the site converting, we launched Google Ads to put Amor in front of people actively searching for a roofer. Paid search gave us an immediate, controllable source of new leads while the organic side built.
Ongoing SEO
We layered in ongoing SEO to grow visibility that compounds over time. Search impressions climbed 134%, expanding how many people find Amor without paying for every click.
Results
Quantitative Impact
The numbers moved quickly, but the moment that mattered most was smaller than a dashboard. Dylan's phone started going off. The leads were real, they were arriving fast, and for the first time the online side of the business matched the reputation behind it.
Organic Search Performance (GA4)
6 to 31
Monthly Leads
Monthly leads grew from 6 to 31, peaking at 49
+133%
Tracked Conversions
Growth in tracked conversions across the site
+134%
Search Impressions
More people finding Amor in search
Keyword Growth (SE Ranking)
49
Peak Monthly Leads
High point for monthly lead volume
1 Week Early
Website Launch
Delivered ahead of schedule with expanded page scope
Instant
Lead Notifications
Phone notifications the moment a lead comes in
Looking Forward
What Comes Next
The foundation is set. A website that reflects the work, a lead engine that runs every day, and paid and organic channels that keep feeding it. From here it scales: more search visibility, more qualified leads, and a steady partnership that grows with the business.
The reputation was never the question. Now the digital side finally keeps up with it, and the phone keeps ringing.
"The notifications have been blowing up my phone. Looks great. Thank you!"
Dylan Johnson
CEO, Amor Roofing
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