Case study · Roofing Companies · Netherlands
Roofing Case Study Netherlands: +134% Leads
How a roofing company with 2 crews in Eindhoven grew inspection requests 134% and cut cost per lead 54% in 6 months with Email Marketing, UX/UI & CRO and Lead Generation.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Roofing Companies · Netherlands
Roofing
A roofing company with 2 crews based in Eindhoven, serving the wider Eindhoven area and focused on flat roof replacement and pitched roof tile replacement. Before working with us, 62% of enquiries came through Werkspot and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive inspection requests, a lower cost per contract and a pipeline the owner controls.
Results After 6 Months
Leads per month
+134%
Cost per lead
-54%
Marketing-sourced revenue
+207%
Return on marketing spend
25.3x
The challenge
Where the business was stuck
- Roof replacements are high-value but infrequent purchases, so buyers are cautious and compare several quotes.
- Storm and weather events create sudden demand spikes that most roofers aren't set up to capture.
- Roofing has a trust problem. Buyers worry about cowboys, so credibility signals matter more than in most trades.
- Peak season (storm damage peaks in autumn and winter; replacements and insulation are strongest from spring to autumn) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Email Marketing, Website Optimisation (UX/UI & CRO) and Lead Generation Program, the three channels with the best cost per contract for roofing businesses in Eindhoven. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Email Marketing
- Set up SPF, DKIM and DMARC on the sending domain and warmed it up, taking inbox placement from 73% to 98%.
- Segmented 5,900 past customers and quote recipients by job type, area and last service date.
- Built 5 automated flows: welcome, quote nurture, post-job review request, annual service reminder and win-back.
- Sent a monthly campaign with seasonal offers for flat roof replacement and related work, A/B testing subject lines and send times.
Service 2
Website Optimisation (UX/UI & CRO)
- Ran a UX audit using heatmaps and 2,000 session recordings to find where mobile visitors dropped off.
- Rebuilt 5 landing pages with one offer, one call to action and proof (reviews, licences, guarantees) above the fold.
- Cut the enquiry form from 9 fields to 3, added a sticky click-to-call bar and a multi-step quote form on mobile.
- Ran 9 A/B tests on headlines, form placement and offers; the winning variants now carry all traffic.
Service 3
Lead Generation Program
- Added the business to our exclusive lead generation program: one roofer per service area, so leads are never shared or resold.
- Launched dedicated lead capture pages and campaigns for flat roof replacement and pitched roof tile replacement across 6 service areas in the wider Eindhoven region.
- Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
- Replaced paid lead credits on Werkspot with a fixed monthly program and weekly reports on cost per lead and booked jobs.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Inspection requests per month | 32 | 75 | +134% |
| Cost per lead | €118 | €54 | -54% |
| Cost per contract | €582 | €203 | -65% |
| Lead-to-job rate | 20% | 27% | +6 pts |
| Website conversion rate | 3.6% | 8.3% | +130% |
| Marketing-sourced revenue / month | €47k | €145k | +207% |
| Share of leads from paid directories | 62% | 14% | -48 pts |
| Email open rate | 22% | 43% | +21 pts |
| Enquiry form fields | 9 | 3 | -6 |
| Exclusive leads delivered / month | 0 | 27 | new |
Lead growth
Inspection requests per month
Marketing-sourced revenue went from €47k to €145k a month, measured from booked roofing contracts in the CRM.
Optimisations That Moved The Numbers
- 01
Email flows now bring in €26k of repeat and referral work a month from customers who were already on the books.
- 02
Segmented campaigns reach a 43% open rate and 3.6% click rate, compared with 22% for the old one-size newsletter.
- 03
The shorter 3-field form lifted form conversion rate by 53%.
- 04
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 53%.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Email Marketing, UX/UI & CRO and Lead Generation.
Weeks 3 to 6
Build and launch
Email Marketing, UX/UI & CRO and Lead Generation live for flat roof replacement and pitched roof tile replacement.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Tilburg and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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