DGA Roofing — 3.5× Pageviews & Halved Bounce Rate

DGA Roofing provides residential and commercial roofing services across Melbourne. While they had a strong reputation through word-of-mouth, their online presence wasn't converting. High bounce rates indicated visitors weren't finding what they needed, and critical roofing service terms were buried on page 2 or beyond. This campaign was managed by SEO Melbourne, Melbourne's specialist SEO agency.

In the trades industry, being on page 1 is everything — homeowners searching for a roofer typically contact the first few results they find.

Roofing is searched for by people who have a problem today. A leak, a storm, a quote for a restoration: the homeowner contacts the first few roofers they find, and the search almost always includes a suburb or an area. DGA Roofing provides residential and commercial roofing across Melbourne and had a strong reputation offline that its search visibility did not reflect.

In the trades, page 1 is the whole game. There is very little second-page traffic for a service that people need urgently and locally, which is why the campaign was measured on rankings, engagement and the calls that follow from both.

Two signals were working against the site. A high bounce rate told search engines that visitors were not finding what they came for, which is what happens when a general roofing page receives a search for a specific service in a specific suburb. And the service-area visibility was limited, so DGA was not appearing for the suburb-level searches that make up most of the demand.

Low engagement and few page visits followed from both. The site was not answering the specific question a homeowner had, so the homeowner left and called someone else.

We rebuilt the service pages first: a dedicated page for each roofing service, metal roofing, tile restoration, guttering and roof repairs, each optimised for the terms homeowners use for that job. Location targeting came next, with Melbourne suburb-specific content for the areas DGA services, built to capture "roofer [suburb]" and "roofing [area]" searches.

The user experience work ran alongside: site navigation and content layout were restructured so that a visitor who had searched for a specific service in a specific area landed on relevant information immediately and could take action without hunting for it.

The service page rebuild and location targeting drove pageviews up 3.5× as DGA captured significantly more roofing searches across Melbourne. The bounce rate reduction of 50% showed visitors were finding exactly what they needed.

The combination of increased traffic and improved engagement translated directly to more phone calls and quote requests from qualified homeowners.

Pageviews grew 3.5× as DGA captured significantly more roofing searches across Melbourne, and the bounce rate fell by 50%. Roofing keywords reached page 1. The combination of more traffic and better engagement translated directly into more phone calls and quote requests from qualified homeowners, which is the outcome the Director describes.

The halved bounce rate is the number we would draw attention to. It is the evidence that the service and suburb pages were matching intent, and it is the signal that lets local rankings hold once they have been won.

For a roofing or trades business, the DGA campaign is the standard playbook we would recommend before anything more exotic: one page per service, one page per priority suburb, and a site laid out so that a homeowner with an urgent problem finds the answer and the phone number in the first screen.

The next step for a business like this is to keep extending the suburb coverage outward from the core service area and to add the seasonal content, storm damage and gutter maintenance among it, that roofing demand follows through the year.