Word of mouth is a powerful thing. For a lot of tradespeople in South Wales, it's how they built their business — and for a long time, it's enough. But relying entirely on referrals has a ceiling. When a good customer moves away, retires, or simply stops recommending you, there's nothing else feeding work into the pipeline.
That's the situation M&J Roofing found themselves in when they came to NC Digital. A well-established roofing contractor based in Merthyr Tydfil with a solid local reputation — but no website, no Google presence, and no way for new customers to find them unless someone passed on a number.
The Brief
M&J Roofing needed a website that would do what referrals couldn't: generate enquiries from people who didn't already know them. Someone in South Wales searching for a roofer on Google should find M&J — not a competitor.
The site needed to build trust quickly. In roofing, where customers are often dealing with urgent problems and significant costs, credibility matters enormously. A website that looked unprofessional or generic wasn't going to convert.
What We Built
A fast, professional website structured around how roofing customers actually search. Clear service pages gave each offering a genuine chance to rank in Google for specific local search terms, rather than burying everything on a single page that tells Google nothing useful.
The design prioritised trust: a gallery of completed jobs, a prominent call to action, and a contact journey that made it easy for a potential customer to get in touch without friction.
Page speed and mobile optimisation were treated as essentials — both because of how Google weighs them in rankings, and because most local searches happen on a phone.
Local SEO was built in from day one, not added as an afterthought. Every page was structured to signal clearly to Google what M&J do and where they do it.
The Results
In the three months following launch, M&J Roofing's website generated:
- +101% increase in clicks from Google (121 → 243)
- +745% increase in search impressions (4.66K → 39.4K)
- 24 qualified leads generated
The site now ranks for roofing searches across South Wales. Inbound enquiries come in consistently, and the reliance on referrals alone has been replaced by a predictable flow of customers finding M&J through search.
For a trade business, that's exactly what a website should do. Not exist. Generate work.
If you run a trade business in South Wales and you're still relying entirely on word of mouth, get in touch and we'll show you what a properly built website could do for you. See the full M&J Roofing project in our portfolio, or take a look at how we approach web design for tradespeople.