Website as a Lead Engine
AB Roofing
A WordPress site built in 2022 brought in 59 real estimate and call-back requests in the 12 months ending September 2026, with the pace rising through the year. No SEO program or maintenance retainer has run on it since launch.
A roofing contractor that needed leads without an ongoing budget
AB Roofing is a residential/commercial roofing contractor running on a WordPress site built by Exclusive Image and launched several years ago.
The brief was straightforward: a site that could generate estimate requests and calls on its own, without ongoing paid campaigns — and without assuming an SEO or maintenance retainer would be doing the work behind the scenes.
What we built
Three distinct ways to reach out instead of one generic contact form — built once years ago, with no SEO engagement or maintenance retainer since.
- WordPress site with three separate ways to reach out: estimate requests (primary), call-back requests, and general service inquiries
- Every inquiry is tracked, and we check each one by hand so the lead count excludes spam
- No SEO engagement or maintenance retainer has ever run on this account — everything here reflects the original build converting on its own, years later
Results
Real leads from the most recent 12 months, and traffic from year three compared with year one.
How we counted the leads
Contractor forms attract a lot of junk. We read all 174 form submissions from the 12 months and kept only genuine requests from homeowners and property managers. 111 were spam or vendor pitches, and 4 were repeats. That leaves 59 real leads, 36 estimate requests and 23 call-backs. Part of the jump from 13 to 46 between the two halves of the year is likely seasonal, so we will check the same window next year before calling it a trend. Traffic figures come from Google Analytics visits and are not affected by form spam.