Sundance Kitchen faced stagnant visibility, seasonal fluctuations, and challenges in lead generation for both residential and commercial roofing. Redefine Web implemented an end-to-end strategy that included SEO, website redesign, seasonal campaigns, and educational content, resulting in 531% organic growth, a 276% increase in emergency calls, and an 89% revenue boost.
Sundance Kitchen is a mid-sized roofing and home exterior company serving both residential homeowners and commercial property managers. Known for providing expert storm damage repair, roof replacements, and ongoing maintenance, they had already established a trusted word-of-mouth reputation. Still, they lacked the digital authority to match their offline brand. With a diverse service catalog spanning emergency repairs, scheduled roof replacements, and commercial contract projects, they faced clear obstacles in achieving consistent demand. Redefine Web partnered with them to reimagine their online strategy. Our mission was to boost digital visibility, enhance lead generation, and position them as the go-to roofing experts in their region. Through a combination of local SEO, content development, social engagement, and seasonal strategies, the company shifted from a referral-dependent contractor to a digitally dominant, lead-generating machine with consistent year-round demand.
Before partnering with Redefine Web, Sundance Kitchen faced significant growth barriers. Their online visibility was low, causing potential customers to find competitors first. Revenue fluctuated heavily between storm seasons and slower months, making income unpredictable.
Their marketing failed to showcase the full range of services, leaving both homeowners and commercial clients unsure of what they offered. A lack of structured content meant that customers received little educational support, while poor positioning led commercial project managers to overlook their value.
The outdated website lacked essential conversion tools, such as online quote requests or simple consultations, which discouraged urgent inquiries. Despite emergency repairs being highly profitable, no dedicated campaigns targeted homeowners in need of immediate help.
Social media activity was inconsistent, weakening authority and trust. Meanwhile, limited brand visibility made commercial bidding especially difficult.
In short, Sundance had a strong local reputation but lacked the digital systems, funnels, and campaigns needed for reliable growth, lead generation, and retention.
Redefine Web implemented a comprehensive digital marketing strategy tailored to roofing and exterior services, addressing both the residential and commercial sectors.
Key Actions Taken:
Through our multi-channel approach, Sundance Kitchen transformed its growth trajectory. Lead generation increased dramatically across residential and commercial roofing, emergency calls surged with highly targeted campaigns, and seasonal campaigns stabilized annual demand. With improved visibility, stronger branding, and advanced lead systems, Sundance Kitchen experienced sustained growth with 89% higher annual revenues.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
