128 leads in a three-month stretch this year, 79 of them straight from Google search, in Falcon's strongest year of online visibility on record.
Falcon Roofing is a roofing contractor serving residential and commercial customers across the Traverse City area, with services spanning roof repair, installation, and replacement. In a trade like this, the business is only as visible as Google makes it. When someone needs a roofer, they search, they read reviews, and they call whoever earns their trust first. Falcon needed to be that first result, and to get there without paying for every click.
DockSyde rebuilt the website on a fast, modern platform, carrying over old URLs so existing rankings held, then ran a full content overhaul: consolidating competing pages, rewriting weak ones, adding a named expert author, and tightening internal linking. Alongside the site, we managed the Google Business Profile end to end, with optimization, posts, and replies to every one of the 29 reviews, holding a perfect 5.0-star rating.
The payoff showed up where it matters most for a roofing business: the phone and the map. Search impressions roughly tripled to around 181,000, the site now has 88 pages ranking, and the listing generated 406 calls and 584 direction requests over the past year. Of the 128 leads booked in a three-month stretch this year, 79 came straight from organic Google search, the company’s strongest year of online visibility on record, built on a foundation that keeps compounding instead of resetting the moment the spending stops. The next climb is clear: moving the service and area pages onto page one and into the map-pack top three, where the majority of local calls are won.
Challenge & Solution
Falcon Roofing serves residential and commercial clients across the Traverse City area, where nearly every new job starts with a Google search or the map. The previous site was slow, thin on service content, and missing the SEO foundations needed to compete locally. The goal was a fast, modern platform paired with local search work that turns visibility into booked jobs, without leaning on paid clicks.
Our Process
We rebuilt the foundation and worked the two surfaces that drive roofing leads: organic search and the Google Business Profile. Every step was built to win the searches that signal real buying intent and to turn the listing into a steady source of calls and directions.
Result Driven
Search visibility roughly tripled over the year, and it is already producing leads: of the 128 inquiries booked in a three-month stretch this year, 79 came straight from organic Google search. The work ahead is converting more of it, moving service and area pages from page two onto page one, and climbing into the map-pack top three.
- 128 leads in a three-month stretch, 79 of them straight from organic Google search
- 406 phone calls and 584 direction requests from the Google Business Profile in the past 12 months
- Search impressions up roughly 3x year over year, now around 181,000
- 88 pages of the site now ranking, up from a handful
- Average position climbing to #20 from #26 as service and area pages move toward page one
- A perfect 5.0-star rating across 29 reviews, every one replied to