Wellingborough Roofing Company SEO Case Study
Roofing · Wellingborough, Northamptonshire
From 9 Calls a Month to a Diary Full of Enquiries
A family-run roofing company in Wellingborough came to Big Ben SEO in May 2025 with a decent reputation and almost no online presence. Eighteen months later it ranks #1 for its core trade searches, takes 40 or more enquiries a month, and has hired two extra roofers to keep up.
- Client
- A roofing company in Wellingborough (name withheld at the client's request)
- SEO started
- May 2025
- Progress review
- November 2026, rankings checked from Wellingborough
#1Reported position for "roofers wellingborough"
40+Enquiries per month, calls and form fills (latest month)
2,650Google Search clicks, trailing 12-month report
96KGoogle Search impressions, trailing 12-month report
The starting point
A Busy Crew With a Quiet Phone
This was a company that had grown entirely on word of mouth. By May 2025 that had stopped being enough. The website had not been touched since 2019, took over ten seconds to load on a phone, and its only service page tried to cover every job the company had ever done. Google Business Profile had 38 reviews and nine calls in a slow month. Two of the newer roofers were sitting idle between jobs.
None of this was unusual. It is the state of most small trades websites we see in Northamptonshire. The company did not need convincing that search mattered. It needed someone to fix the basics and then stay on it.
Fix the Site, Build the Pages, Win the Local Map
We agreed an 18-month plan from the start. No shortcuts, nothing the company could not explain to its own customers.
01
Repair the website before asking Google to trust it
The old theme went. We rebuilt the site on a fast, mobile-first template, fixed the crawl errors, marked up the business with local schema and cut the load time from over ten seconds to under two. This took six weeks and produced no visible result on its own, which we said up front.
02
One page per job, written the way customers ask
Roof repairs, new roofs, flat roofing, guttering and emergency callouts each got their own page with real photos from recent jobs around Wellingborough and Rushden, clear prices where the client could give them, and a phone number at the top. No filler, no blogs about the history of slate.
03
Make the Google Business Profile and reviews do their job
We rebuilt the profile from scratch: correct categories, every service listed, photos added after each job, and a simple review process where the office sends a text with the direct link once the invoice is paid. From 38 reviews in May 2025, the profile passed 120 by the summer of 2026 and now holds a 4.8 average.
04
Reporting the owner actually reads
The monthly report is one page: positions for the ten agreed searches, calls from the profile, form fills, and a note on what we did. The owner does not want charts. He wants to know if the phone rang.
Page One Across the Trade Searches, and a Map Pack to Match
The November 2026 progress review recorded the following point-in-time rankings:
| Search query | Position | Ranking page |
|---|---|---|
| roofers wellingborough | #1 | Homepage (also #1 in the map pack) |
| roof repair wellingborough | #2 | Roof Repairs |
| emergency roofer northamptonshire | #4 | Emergency Roof Repairs |
What the phone did
9Calls from the Google profile, June 2025
→48Calls from the Google profile, October 2026, plus about a dozen form enquiries
Search Console shows 96,000 impressions and 2,650 clicks over the trailing 12 months. Those numbers understate it, because roofers do not get hired through websites. The company now turns away small jobs it would once have chased.
Two caveats we put in every report: roofing demand jumps after autumn storms, so October figures always run hot, and rankings were checked from Wellingborough, where they are strongest. Searches made from Northampton or Kettering show the site a few places lower.
How these results were measured: Google Search Console supplied the 96,000 impressions and 2,650 clicks for a trailing 12-month reporting window. GA4 recorded 410 organic sessions in the latest 28 days. Call and enquiry figures come from the client's Google Business Profile reports and the office enquiry log, which combines calls and form fills. Query positions come from the November 2026 progress review. Rankings vary by date and search location, and roofing is a seasonal trade.
We used to wait for the phone. Now we decide which jobs to take. I have two extra lads on since the summer and we are still booked three weeks out.
Owner, roofing company in Wellingborough
Why this project matters
Small Trades Businesses Need the Phone to Ring
There was no clever strategy here. We fixed a slow website, gave every service its own page, kept the Google profile fed with photos and reviews, and reported in plain English for eighteen months. The result is a Wellingborough roofing company that ranks above national directories for its own trade, and a workforce that no longer sits idle between jobs.
That is what local SEO looks like when it works. Not a viral month. A phone that rings every working day. If you run a roofing business, see how our SEO for roofers works.
Want the Phone to Ring More in Northamptonshire?
Big Ben SEO works with trades and local businesses across Northamptonshire, from Northampton and Wellingborough to Kettering, Corby and Daventry. Tell us what you do and where you do it, and we will tell you honestly whether search can move the needle. Find out more about our SEO services in Northamptonshire.
Frequently Asked Questions
How long did it take to see roofing SEO results?
The first six weeks went on technical fixes and produced no visible result on their own, which we explained at the start. Rankings and calls then built over the following months, once the service pages and the Google Business Profile work were in place.
Does this approach work for emergency roofers?
Yes. Emergency callouts had their own page, and it reached #4 for "emergency roofer northamptonshire" in the November 2026 progress review.
Can the same approach work in other Northamptonshire towns?
Yes, where the work is genuinely there. This client's rankings are strongest in Wellingborough and a few places lower for searches made from Northampton or Kettering, so each town needs its own real proof and reviews.
How were the calls and enquiries measured?
Calls come from the client's Google Business Profile reports. Form fills and other enquiries come from the office enquiry log. Clicks and impressions come from Google Search Console.