“G-SITE’s Sales-First System is next-level. They helped us build a predictable pipeline, automate follow-ups, and dominate local search. It’s marketing that actually drives revenue, not just clicks.”
Client Overview
Founded in 1986 by Hans Philippo, Holland Roofing started with just ten employees and $1.8M in its first year. Today, it’s one of the top ten roofing contractors in the U.S., employing 500+ people, operating 30 offices across 35 states, and generating $100M+ in annual revenue.
Headquartered in Florence, Kentucky, Holland Roofing focuses exclusively on commercial and industrial roofing, including:
- Roof installation, replacement, and repair
- Metal and flat roofing systems
- Custom sheet metal fabrication
- Preventive maintenance through its RMM (Roof Maintenance & Management) division
With over 350 million square feet of roofing installed, Holland is trusted by major corporations and property groups across the U.S.
The Challenge
Even as one of the nation’s top commercial roofers, Holland faced a modern marketing problem:
- Its website wasn’t converting visitors into leads.
- Local branches lacked a unified system for digital ads and SEO.
- Lead tracking was inconsistent, making ROI difficult to measure.
- Competitors were ranking higher on Google and capturing search demand in key markets.
Holland needed a centralized, scalable digital system to fill its sales pipeline with consistent, qualified commercial leads and prove ROI across every branch.
The Solution: G-Site’s Sales-First System
1. Websites That Build Trust and Drive Sales
G-Site redesigned Holland’s web experience into a multi-location sales hub:
- Branch-specific pages optimized for local SEO and service keywords.
- Case studies, certifications, and trust signals embedded sitewide.
- Smart forms that routed inquiries directly to the nearest sales team.
2. Local Ads - Get Seen First on Google. Get More Calls.
- AI-optimized Google Ads for “commercial roofing contractors,” “flat roof replacement,” and “roof maintenance.”
- Targeted radius campaigns for every service region.
- Dynamic call tracking tied to CRM to measure revenue per ad dollar.
3. SEO - Rank Higher. Reach Customers.
- Full SEO overhaul with state-by-state optimization for 35+ markets.
- Structured data and schema markup for every location.
- AI-powered content creation to capture long-tail B2B search intent.
4. AI & A/B Testing - Auto-Optimize to Boost Sales.
- Ongoing tests on landing page CTAs, contact forms, and headlines.
- G-Site’s AI automatically replaced underperforming variants weekly.
- Result: Conversion rates up 42% within the first 90 days.
5. 24/7 AI Chat & Booking
- Always-on AI chat system that instantly qualified leads and scheduled calls.
- Converted after-hours visitors into booked estimates.
- Provided instant support and improved lead response time by 70%.
Results
- +39% increase in jobs booked each month
- 42% higher conversion rate from website traffic
- 30% reduction in cost per lead
- SEO visibility up 3× across 25 markets
- 24/7 AI Chat captured 19% of new job leads after hours
- More predictable sales pipeline across all locations
“The difference was night and day. Before G-Site, our marketing was just noise. Now, it’s a measurable system that keeps our crews busy year-round.”
Adam Bultman, VP of Sales, Holland Roofing
Conclusion
Holland Roofing transformed decades of brand reputation into a modern digital growth engine.
By partnering with G-Site, they shifted from scattered marketing efforts to a Sales-First System that drives measurable, compounding ROI.
Today, Holland ranks higher, books faster, and grows smarter proving that even a legacy brand can scale nationally when technology, tracking, and strategy align.
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