Case study
Roof Ranger
Quoted $12,000 to replace a website that did not need replacing, now getting nearly double the enquiries.
Web DesignSEORoofing, Penrith and Western Sydney
Results at a glance
A repair, a rebuild, and nearly double the enquiries
It started with a website that kept falling over
Dan Meilak runs Roof Ranger, a licensed roofing business based in Penrith working across Western Sydney, the Blue Mountains, the Hills District and the Hawkesbury. He started it after fifteen years on the tools, and most of the work has always come through referrals and repeat customers.
In August 2025 he got in touch because his website kept crashing. Rather than fix it, the company looking after the site had quoted $12,000 to build a new one.
Dan came to us for a second opinion. In September we found what was actually causing the crashes and fixed it, for a small fraction of what the rebuild had been quoted at.
That was the whole job at the time. There was no retainer, no upsell and no pitch for a rebuild he did not need. Roof Ranger moved their hosting to us shortly afterwards, and we have looked after the site ever since.
The problem
Seen by thousands, clicked by almost nobody
A few months later Dan asked us to look at the bigger problem. The site was being seen by tens of thousands of people a month on Google and almost none of them were clicking through.
Someone else was handling the SEO at the time. We started with a full audit in December 2025 so we could see exactly what was happening rather than guess.
The site was appearing for the right kinds of searches, but almost always too far down the page to be useful. Three search terms make the point.
| Search term | Impressions in six months | Clicks |
|---|---|---|
| roof replacement | 8,125 | 0 |
| roof painting sydney | 3,618 | 0 |
| roof restoration sydney | 3,046 | 0 |
More than 14,000 people saw Roof Ranger in the search results for those three terms alone, and not one of them clicked.
What the audit found
Underneath that sat a long list of fixable problems across a site of more than 150 pages.
| What we found | Count |
|---|---|
| Pages sharing the same meta description, which simply read "Roof Ranger can help" | 100 |
| Pages with no meta description at all | 26 |
| Page titles the wrong length for search results | 150 |
| Pages missing an H1 heading | 76 |
| Images with no alt text | 98 |
| Broken links leading to a page not found error | About 60 |
The Google Business Profile had the same problem. It was listed under the generic category "Contractor", roof replacement was missing from the services entirely, there were 11 reviews, and one post in five months.
None of this is glamorous work. All of it was costing Dan enquiries.
The approach
How the work has run
The order mattered more than anything else. The audit came before the redesign, so the rebuild protected what was already working instead of starting again.
The old home page.
The new home page, with the services and service areas in view from the first screen.
The old about page.
The new about page, built to do the job a roofing customer needs it to do, which is establish that the business is licensed and local.
The old home page on a phone.
The same page on the new site. Most roofing enquiries start on a phone.The audit fixes lifted enquiries before a single page was redesigned. That is the whole argument for doing the SEO first.
The results
Enquiries nearly doubled, and stayed there
This is the measure that matters most, because it counts real form submissions rather than a tracking event.
Website enquiries per month
Average form submissions per month. Higher is better.
| Period | Total enquiries | Average per month |
|---|---|---|
| July to November 2025, before the SEO | 59 | 11.8 |
| December 2025 to April 2026, first five months | 108 | 21.6 |
| May to August 2026, since the new site launched | 72 | 18.0 |
Enquiries rose 83% in the first five months, and they have held. Across the full nine months since December they have averaged 20 a month against 11.8 before, an increase of 70%.
These are website form submissions only. Calls straight to Dan are not counted, so the real number is higher.
The right pages are now doing the work
Every enquiry records the page the form was submitted on, which tells you whether a website is actually built properly.
| Page the enquiry came from | Before the SEO | On the new site |
|---|---|---|
| Location page | 10% | 32% |
| Service page | 25% | 32% |
| Home page | 14% | 25% |
| Contact page | 51% | 11% |
On the old site half of all enquiries came from people who had to go and find the contact page. On the new site 64% come straight off a service or location page. The pages built to rank are now the pages taking the enquiry, which is what a website is supposed to do.
Local search followed
| Google Business Profile | Jul to Nov 2025 | Dec 2025 to Apr 2026 | Change |
|---|---|---|---|
| Profile impressions | 1,725 | 2,224 | +29% |
| Calls from the profile | 40 | 73 | +83% |
| Direction requests | 162 | 290 | +79% |
Comparing March to August this year against the same months last year, profile impressions are up 62% and calls from the profile have doubled, from 38 to 76. Google reviews went from 11 at the December audit to 42 today, at an average of 4.7 stars.
Search visibility
More of the right visibility, less of the wrong kind
| Google Search Console | Jul to Nov 2025 | Dec 2025 to Apr 2026 | Change |
|---|---|---|---|
| Clicks | 883 | 977 | +10.6% |
| Impressions | 477,526 | 294,293 | -38.4% |
| Click-through rate | 0.185% | 0.332% | +79.5% |
Clicks went up while impressions went down, which sounds odd until you understand what it means. The site stopped being shown for broad national searches it was never going to win, and started being shown for the searches that produce work.
March 2026 was the best month the site had ever recorded, at 251 clicks against 132 in December.
Page one for the searches that matter
Roof Ranger’s home market is Penrith and the surrounding suburbs. The number of searches the site ranks on page one for went from 485 in December to 928 in March, an increase of 91%. The number in the top three went from 190 to 389.
Here is where the searches that matter most sat in December, and where they sit now. A lower number is a higher position on the page.
| Search term | December 2025 | Now |
|---|---|---|
| roof painting penrith | 35 | 6 |
| roof restoration penrith | 20 | 9 |
| roof repairs penrith | 20 | 9 |
| roof replacement penrith | 20 | 10 |
| roof restoration blue mountains | 13 | 10 |
| roof restoration | 26 | 14 |
| terracotta roof restoration | 28 | 17 |
| roof repairs | 26 | 17 |
| roof restoration sydney | 46 | 27 |
| roof replacement | 56 | 38 |
Positions are Google Search Console averages for December 2025 and August 2026, rounded to the nearest whole number.
The Penrith terms are the ones to notice. Four searches a Penrith homeowner would actually type moved from the third page of Google to the first.
The new site is still bedding in. Impressions hit an all-time high in August 2026, so Google is showing Roof Ranger for far more searches than before, but a lot of those are still sitting deeper in the results than they should be.
That is normal after a rebuild of this size, and it is the work we are doing now. We ran a fresh audit in August and are working through it month by month.
Enquiries have stayed well above where they started throughout, which is the point. SEO for a trade business is not finished at launch, and it is not finished now.
In Dan’s words
What Dan says
Google review"Jordan and Simone were AMAZING from day 1, they designed our site with absolutely no issues, while ensuring our SEO needs were being met the whole way through."
Google review"We were incredibly lucky to have found JS Website Design, who have always prioritised our business needs, explained things clearly and ensured they captured what our business represents.
Jordan and Simone were AMAZING from day 1, they designed our site with absolutely no issues, while ensuring our SEO needs were being met the whole way through.
It is wonderful to partner with another local Penrith business, and we could not recommend them any higher if you are looking for a Penrith web design service!"
Five star Google review for JS Website Design from Roof Ranger.Why it worked
What made the difference
Three things, and none of them are complicated.
Next step
Is your website doing this for you?
If your website is getting seen on Google but not producing enquiries, the problem is usually specific and fixable.
It is worth finding out what it actually is before anyone talks to you about a rebuild. We will look at your website, your rankings and your Google Business Profile, and tell you plainly what is holding it back.