At the center of every small business is a loyal group of local customers. That’s why Today’s Local Media loves working with local business owners who have a direct impact on their surrounding communities, to help them grow their presence online and build their reputation.

More specifically, we pride ourselves on working with local roofing companies by creating and implementing world class marketing solutions that get them the #1 spot on search engine results pages, like Google. 

Why? Because the roofing industry is expected to reach nearly $20 billion in 2021 and has grown an average of 2.7% each year since 2015. Why else? Because there are over $3,500 roofing contractors in the state of Texas, alone — that’s why we didn’t hesitate when Ferris Roofing came to us for help with driving new leads online in the Fort Worth area.

After working together to determine their core values and goals, our marketing experts at Today’s Local Media created a strategy to enhance their search engine optimization (SEO), expand their content, and update their website.

Interested in learning more? Read below to see what we did to grow their brand in Fort Worth, TX and to see the amazing results we achieved while working with Ferris Roofing!

Search engine optimization

Search Engine Optimization (SEO) is the process of optimizing your website to increase organic traffic from the search engine back to your site. 

It involves making strategic changes to your content, photos, links, etc. so that search engines like Google, increase your rankings and display your site towards the top of the page of a Google search — or even better, on the local map pack at the top of the Google results page, which showcases the companies that are closest to your area and are the most relevant to your search.

Google local map pack

Because people turn to Google when researching roofing contractors in their area, if your website isn’t displaying in the top few results of a Google search, you are losing potential customers.

When it came to helping Ferris Roofing display in their local search results, we focused on improving the keywords used on their website because they are the terms individuals are using to search on Google. For Ferris Roofing, we researched the top keywords for the roofing industry and made sure to create new, keyword-rich content specific to their growth markets in the Fort Worth and Dallas metroplexes.

seo growth chart

Focusing on content and SEO provides longer term ROI and traffic growth, than paid ads and social media.

roofing company keywords

Ferris Roofing is currently ranking in the top 3 spots on Google for search inquiries in Fort Worth, TX.

Website content expansion

When it comes to your website, first impressions matter. That’s why it’s important to have a site that is full of helpful information and content related to your users. Nothing makes a user click off of your site faster than not having enough relevant information they need to determine if you are the right choice for them. 

One area we focused on was their local website and landing pages. Ferris Roofing provides both residential and commercial roofing services in Fort Worth and Dallas. To stand out in these competitive markets, we created landing pages on their website specific to each service and each city. These pages make it easy for users to determine if Ferris Roofing can provide the services they need, in the city they need them in.

website optimization

After getting them to rank # 1 for those services, we worked to create pages for the more-specific niche roofing services they provide, as well. On top of this, we continue to optimize and create content targeting the surrounding cities and neighborhoods nearby, to increase rankings for those search terms, too.

The importance of Google My Business

Google cares about your local ranking. When an individual searches for a roofing company nearby, the results are based primarily on relevance, distance, and prominence, helping find the best match for their search. Adding complete and detailed business information can help Google better understand your business and make sure your website is listed.

Having your company’s name, address, phone number, and hours listed is important for your profile on Google. But it doesn’t end there. It’s equally important to post photos, updates, promotions, and helpful blog articles, as well — all to your Google My Business Page. This helps the user see that you are actively engaging online and that your services fit their needs.

In addition to posting to your profile, it’s important to read and respond to reviews — even the bad ones (if you have any). More than 80% of customers admit to reading reviews before making a decision and  Google loves when you ready and reply to your reviews too. Responding to reviews show that you value your customers and the feedback that they leave about your business. High-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your site.

This is why we made it a priority, and continue to do so, for Ferris Roofing to post to their Google My Business Profile and manage reviews. 

The results

So, how did we do? Ferris Roofing set out with a goal to expand their business and grow their online leads and after working with us, Ferris Roofing has not turned to any other medium to drive new leads.

We succeeded in driving over one million impressions on Google within the last year, and were able to triple their organic traffic.


Total impressions grew to over 1 million from 2020-2021.


Organic traffic nearly tripled from 2020 to 2021.

But the best is not over. As the roofing industry continues to grow and SEO protocol continually evolves, so do our marketing strategies – resulting in a continuous growth of traffic to their website and increase in lead generation.

Contact Today’s Local Media

We started with a simple idea; put customer service first and always deal with local business owners honestly. Since 2012, we have helped hundreds of clients grow their business. We take pride in working with you from day one and building your trust.

Ready to partner with us and grow your marketing presence? We would love to help.

Tina Singe
Tina is a Marketing Specialist at Today's Local Media. She works to help clients achieve their marketing goals and grow their brands and currently lives in Upstate New York where she spends her free time exploring the Adirondack Mountains.

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