West Roofing Systems Journey
West Roofing Systems, a commercial roofing contractor based in Cleveland, Ohio, is celebrating its 40th anniversary this year -- and, like many local contractor businesses, word-of-mouth referrals had been the primary driver of generating new business for West Roofing Systems. They wanted to do something different.
Well, they were until a little over two years ago, when the West Roofing Systems team decided they wanted to set themselves apart from the rest of their competitors by revamping their website so it was dedicated to educating clients on all things commercial roofing.
It Was Time for a Change
“I started to look at our (website’s) organic growth rates, and realized we had a flat line,” explained CEO Jack Moore. “It was concerning considering where we wanted to head in the future.”
Right around the same time Jack was considering ramping up his inbound marketing efforts, he had a frank discussion with IMPACT partner, Marcus Sheridan.
“Marcus grabbed me by the shirt collar and told me, ‘You cannot do this by yourself. Your people are spread too thin as it is.’”
Shortly after, Jack began consulting with IMPACT to train his in-house marketing team how to be successful with inbound marketing.
The first step was to hire a dedicated marketing manager to own the process. They found Aubrey Barto to be the perfect fit with her strong writing skills and familiarity with HubSpot’s marketing software. From there, they began producing two blog articles per week dedicated to answering customers’ most pressing questions on all things commercial roofing.
From problems that lead building owners to consider purchasing a new roof and detailed explanations on the different types of roof systems available to building owners, to ensuring clients know how to best vet potential bidding contractors, they left no question unanswered.