HP Roofing, a Dublin-based roofing leader, struggled to gain consistent leads through outdated marketing strategies. After partnering with Redefine Web, they gained 20–30 qualified monthly leads, secured a €120K commercial project, and are now experiencing scalable ROI through SEO, Google Ads, and conversion-focused web design.
HP Roofing, a Dublin-based roofing company established in 1969, has been a trusted provider of roofing solutions for both domestic and commercial clients across Ireland. With over five decades of industry expertise, their skilled team of 25 roofers has maintained a reputation for quality artistry and long-term reliability. However, while their offline presence had earned them recognition, their online visibility lacked the strength to compete in a digital-first marketplace. Traditional methods such as word-of-mouth referrals and print advertising were proving less effective against competitors who had heavily invested in SEO and paid advertising. With limited leads coming from their outdated website, HP Roofing recognized the need for a robust and modern digital approach to ensure continued growth. Redefine Web partnered with them to create a streamlined online strategy, combining SEO, local visibility, website optimization, and targeted digital ads to generate measurable ROI while building long-term scalability quickly.
HP Roofing, despite its strong reputation and decades of experience, faced significant challenges with its digital presence. Their outdated website lacked SEO and conversion optimization, making it nearly impossible to track online leads.
Relying only on print ads, referrals, and offline methods, they struggled against competitors who were investing in digital strategies. Their poor Google visibility meant they missed out on valuable roofing-related searches and leads.
With no systems to track or measure results, founder John McEvoy had little confidence in digital tools. Investing in marketing felt risky without proof of ROI.
At the same time, growth became harder without scalable lead generation. HP Roofing risked losing ground in both residential and commercial markets, making it clear they needed a system to generate leads quickly while building a sustainable local digital presence.
Redefine Web executed a structured digital growth program for HP Roofing, beginning with a complete digital audit and strategy. We redesigned their website with a conversion-first approach, launched a Google Ads campaign to generate immediate leads, and optimized SEO to rank for competitive keywords. Their Google My Business profile was updated to consistently appear in the top map results. Lead tracking systems were implemented to ensure visibility into conversions from forms and calls, linking all results back to marketing performance.
Key steps included:
Through website redesign, targeted SEO, Google Ads, and improved business listings, HP Roofing generated a steady stream of consistent leads, converting online visibility into tangible revenue. Their first commercial project alone generated € 120,000, and ongoing SEO improvements continue to drive long-term pipeline growth.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
