Oak & Hammer has the reviews to compete in Raleigh. Now Google needs a website it can rank.
A repair-first plan to win Google Maps, organic search and AI answers in the Raleigh market: a 90-day foundation and a 12-month roadmap.
What is holding the current site back
Oak & Hammer has stellar craftsmanship and real customer trust. But search engines rely on indexable text, local page architecture, and accurate metadata.
The site loads in the browser as a single app, so Google and AI tools like ChatGPT and Perplexity get almost no text to read.
Rebuild as a fast, server-rendered site where every page arrives as full text.
Only 2 pages exist. Leading Raleigh roofers have 30 to 100 or more.
About 20 pages at launch, led by a repair hub.
No sitemap, and the meta tags say 'Roof & Hammer'.
Clean brand data, sitemap submitted, structured business markup on every page.
Google profile has only 14 photos and a generic secondary category.
Full profile buildout, correct categories, 75 or more real job photos.
Raleigh homeowners search for roof repair about 1,100 times a month. Today, none of those searches find Oak & Hammer.
The Raleigh Maps pack is winnable in 9 to 12 months.
The roofers holding the top 3 spots on Google Maps today have 44, 23 and 53 reviews. Oak & Hammer already has 62.
They win on relevance and activity: a website with real service pages, matching Google categories, and steady posts and photos.
That is exactly what this plan builds.
Raleigh Maps today
Can Oak & Hammer win Raleigh?
Yes, neighborhood by neighborhood. Raleigh roofing is crowded, but no one owns the whole city, and the organic bar is lower than it looks.
Maps is crowded but local
We searched "roof repair" on Maps from 7 points across the market. 125 different roofers showed up, and the top 3 changed at every point. The typical roofer has 38 reviews. Oak & Hammer has 62.
Organic page 1 is beatable
The roofing sites on page 1 have modest link profiles: honourroofing.com ranks #1 with 79 linking sites, roofdawgs.com with 29, roofpuppy.com with 7. The rest of page 1 is directories, Facebook and Reddit. Dozens of real local links, not thousands, put Oak & Hammer in range.
The hard part is the city-wide pack
When Google reads a search as "Raleigh" in general, the pack goes to the biggest review counts (219 to 840). At 15 new reviews a month, Oak & Hammer reaches about 240 by month 12.
Top 10 on Maps near the business, first page-1 rankings for specific repair searches.
Top 3 near the business, spreading outward one neighborhood at a time.
The city-wide Raleigh pack for head terms.
Maps measures distance from the address on the Google profile, even when it is hidden. We confirm it in week 1 and start the rollout from the neighborhoods closest to it.
What Raleigh homeowners search every month
Repair searches are highlighted. Together they total about 1,100 a month.
The ad cost of each click is what a page-1 ranking is worth. A top organic spot for 'roof repair raleigh nc' earns clicks that would cost $85 each in ads.
Be the roofer Raleigh calls first for a repair.
Repair is where the most searches, the most urgency and the most review-producing jobs are. A repair done well wins the replacement later.
Repair demand is more than 3 times replacement demand, and repair clicks cost up to 5 times more. Owning repair organically is the single biggest ad-savings opportunity.
More demand, more urgency.
Repair searches outnumber replacement more than 3 to 1, and a leaking roof cannot wait. The first roofer who answers usually gets the job.
More jobs, more Maps signals.
Every repair adds a review, a job post and a new neighborhood, which is what moves Maps rankings across the city.
Repair customers become replacement customers.
An honest repair and a clear photo report earn the replacement when that roof's time comes, plus referrals to neighbors.
Repair clicks cost the most.
At $85 to $149 a click, ranking organically for repair saves more ad money than any other roofing term.
Every repair starts a customer relationship that ends in a replacement. The repair earns a review and a job post, follow-up keeps Oak & Hammer the roofer they trust, and when the roof is due, the replacement and the referrals that follow bring in the next round of repair calls.
- One clear promise across site, Google profile and ads, built on same-day response and a photo report
- A repair hub with pages for leak repair, storm damage repair, shingle repair, flashing and chimney repair, emergency tarping and gutter repair
- A Google profile that leads with repair
- A fast path to book with click-to-call and missed-call text-back
- A written repair warranty stated the same way everywhere
- Follow-up after every repair
- A repair partner program with realtors, home inspectors and property managers
How we do it
Eight workstreams, every month. Each tied to a ranking factor Google uses. Cadences cover one market (Raleigh).
Ranks on relevance, distance, reviews and activity.
Ranks on pages that fully answer the search, real experience, speed and local links.
Ranks on readable text, clear facts and mentions on trusted sites.
Swap-the-city-name pages. Directory blasts and paid link packages. Photo geotagging tricks. Blog volume for its own sake.
One real Raleigh link beats hundreds of automated ones.
We earn 1 to 2 local links a month in each market and never buy link packages. Oak & Hammer has 31 linking sites today, mostly automated directory and SEO-tool pages that carry little weight.
The links we go after
Five types, in priority order. Each one comes from a real relationship, earned once and kept.
Business citations
About 40, built in month 2.Why it matters: Confirms name, phone and service area, which Google Maps relies on.
Partner links
6 to 10.Why it matters: Local and relevant, and the same partners send repair referrals.
Industry links
1 to 3.Why it matters: The most relevant links a roofer can earn.
Community links
2 to 4.Why it matters: Hyper-local links in the neighborhoods Oak & Hammer works.
Press and expert links
1 to 3.Why it matters: Authority from trusted news sites.
Optional: Memberships
Target: 0 to 4.BBB accreditation, Home Builders Association of Raleigh-Wake, Raleigh Chamber. Trust badges plus a local link. Oak & Hammer's choice and cost.
Who does what
We build, verify and audit every listing.
You approve the business details once.
We build the partner page and referral kit, write the outreach, and place the links on both sites.
You introduce the realtors and inspectors you already know, and answer partner repair calls fast.
We find the programs, prepare the applications, and get each listing linked to your site.
You hold or work toward a manufacturer certification and share supplier contacts.
We find the opportunities, write the story, and get the coverage and links.
You pick the project and provide the crew or materials.
We write the press releases and pitches, send them on the newswire, find expert-quote requests and draft the answers.
Owner shares company news, approves each release and quote, and gives about 15 minutes a month for interviews.
We provide the Field Rank software, install it on your site, and it geotags job photos and posts each job to your Google profile.
Your crews tap to check in at each job, which posts it automatically.
We recommend which are worth it and set up the profile and link.
You pay the dues.
We name every new link in the monthly report.
You review it on the monthly call.
About 40 citations plus 12 to 20 quality local linking sites in year one for the Raleigh market.
12 to 15 without paid memberships, up to 20 with them. Each one named in the monthly report.
The first 90 days
The main site goes live by day 30. Maps moves more slowly: for a 6-month-old domain, reviews, job posts and links usually take 6 to 12 months to reach the top 3, so day 90 measures early movement, not the finish line.
Foundation
- Tracking live (GA4, Search Console, call and form tracking into the CRM).
- Site rebuilt with about 20 pages led by a repair hub (Home; Roof Repair with leak, storm damage, shingle, flashing and chimney, and emergency tarping pages; Roof Replacement; Storm and Hail Damage; Insurance Claims; Commercial Roofing; Gutters; Siding; Roof Inspections; Raleigh; About; Warranty; Reviews; Contact).
- Google profile rebuilt.
- Automated review requests.
- Missed-call text-back.
Maps push
- Field Rank job check-ins: your crews tap to check in at each job, which turns it into a Google profile post automatically.
- Core citations.
- Manufacturer listings.
- First 4 supporting city pages (Cary, Wake Forest, Garner, Apex) built from real jobs.
- Repair partner program launched.
- Answers to the top 20 homeowner questions.
Authority and proof
- 'Roof replacement cost in Raleigh' guide.
- NC insurance claim guide.
- First local links.
- 3 project case studies with before and after photos.
- Day-90 review.
Today vs Day 90
Early-movement targets after 90 days of execution.
Year one: foundation first, then storm season, then compounding
Raleigh market, assuming work starts in November 2026.
Site rebuilt with 20 pages and the repair hub first; Google profile rebuilt; review engine; citations; Field Rank job check-ins (your crews tap to check in at each job, which posts it to your Google profile); first city pages; LSA and Search ads live.
Storm, hail and insurance claim pages; repair guides and neighborhood job pages; storm-response ads ready; case studies and 1 to 2 local links a month.
Hurricane season playbook live by June; commercial pages for property managers and HOAs; job walkthrough videos edited from crew footage; ad spend shifts to searches that do not rank yet.
Local PR with Raleigh roof cost and storm data; Maps reach pushed into Cary, Wake Forest, Garner; refresh top pages; year-2 plan for the next market.
Targets are estimates, not guarantees. They depend on both sides holding the commitments below.
Ads bring in repair calls while SEO builds
SEO takes 4 to 9 months to reach full speed on a new domain. Ads produce inspection requests from month one, and the data shows which services and towns book, so SEO knows where to focus.
Booked jobs are sent back to Google Ads so it bids on searches that become signed roofs, not just clicks.
Recommended advertising mix
Suggested monthly ad spend| Channel | What it does | Spend |
|---|---|---|
| Local Services Ads (Google Guaranteed) | Leads with roof repair, top of Google with the Guaranteed badge, pay per lead | $1,500 to $2,500 |
| Google Search | Repair searches first, then replacement and storm, in chosen towns, with landing pages | $2,000 to $3,000 |
| Meta (Facebook and Instagram) | Retargeting, storm-response campaigns, lookalikes of past customers | $750 to $1,500 |
| Storm response (seasonal) | Budget rises within 48 hours of hail or wind damage | Plus $1,000 to $3,000 in storm weeks |
LSA and Google Guaranteed verification, repair-first Search campaigns by service and town, Meta audiences, landing pages, call, form and booked-job tracking.
Search-term review, negative keywords, bids and budgets moved toward the lowest cost per signed job, LSA lead disputes.
New copy and creative from real job photos and video, budget shifted off searches that now rank organically, cost per lead and per signed job report.
Ads live within 48 hours.
Ad management by monthly spend
Management fee only. Ad spend is paid directly to Google and Meta, on top of this.
What this system has done for another Triangle home-service company
from $18,476 to $86,070 in booked jobs from Google, Meta and the website
up from 27
Same playbook: rebuilt site and city pages, conversion tracking tied to booked jobs, every lead routed into the CRM automatically, and ads optimized toward real bookings.
Client name withheld for privacy. Figures from the client's CRM, December 2025 to October 2026. Past results do not guarantee future results.
Choose your engine
Why SEO is priced per market
Google ranks roofers on Maps by distance from the person searching, so ranking in Raleigh does not carry over to Durham or Fuquay-Varina. Each market needs its own city pages built from local jobs, its own reviews and job posts, its own local links and citations, and its own Maps tracking. The monthly fee covers one market: Raleigh, plus supporting pages for Cary, Wake Forest, Garner and Apex.
SEO Engine
- Full Google profile management
- Review engine and missed-call text-back
- 2 new pages or guides a month
- 1 to 2 earned local links a month
- Field Rank job check-ins: your crews tap to check in at each job, which posts it to your Google profile automatically
- Citations and AI search optimization
- Email and SMS
- Monthly report
- Quarterly strategy calls
- 2 press releases a year, tied to real company news
SEO plus Ads
- Google, LSA and Meta ads management on up to $7,500 a month in ad spend
- Landing pages for every campaign
- Advanced email and SMS
- Video editing: up to 4 videos a month from your crew's footage
- Up to 4 press releases a year (one a quarter)
- Live analytics dashboard
- Dedicated team
Video in SCALE means editing. Your crew films on their phones at jobs using a simple shot list we provide: the problem, the fix, the finished roof. We edit up to 4 videos a month, each up to 60 seconds, with captions and branding, and post them to your Google profile, website and ad campaigns. Unused edits do not roll over. On-site filming by a videographer is not included and can be quoted separately.
Each release is tied to real company news, such as the repair warranty launch, the repair partner program, a donated roof, a manufacturer certification or storm-season inspection data. We write it, get the owner's approval, send it on a newswire (distribution cost included), and pitch it directly to local outlets such as WRAL, The News & Observer and Triangle Business Journal. Any coverage it earns is posted on your site and Google profile and counted in your monthly link report. Unused releases do not roll over.
A newswire posting is not guaranteed news coverage. The direct pitch to local reporters is what earns real stories and links.
We recommend adding the first market around month 6, once Raleigh is in the Maps top 10 near the business and repair leads are coming in steadily.
Add 3 markets and the total is discounted. The exact discount is set when you sign, based on which markets you add and when they start.
If an average roof is about $12,000, one extra job a month brings in four times the SCALE fee in revenue.
Your first week
Kickoff call
We confirm goals, service area, warranty details and average job value.
Access
Owner access to the Google Business Profile, domain, Google Ads and Meta. We confirm the address on the Google profile, which sets where the Maps rollout starts.
Quick wins
Google profile categories and services fixed, tracking installed, missed-call text-back live.
Review push and build start
Review requests go to past customers, and the site rebuild begins with the repair hub.
The new site goes live by day 30.
Results depend on both sides
Scale Local guarantees the engine, not the rankings. We ship every page, post, link, review request and report on schedule. Oak & Hammer supplies the field inputs that turn that work into rankings and booked jobs. Every target in this plan is an estimate, not a guarantee, and assumes both sides hold up their end.
Scale Local commits to
- ✓Site rebuild live by day 30
- ✓2 new pages or guides a month
- ✓1 to 2 earned local links a month, each named in the report
- ✓Weekly Google profile posts and a reply to every review
- ✓An automated review request after every job marked complete
- ✓2 press releases a year on PRO, up to 4 on SCALE
- ✓On SCALE: ads managed every week and up to 4 edited videos a month
- ✓Monthly report by the 5th and a monthly strategy call
If anything on our side slips, it shows in that month's report.
Oak & Hammer commits to
- ✓Crew asks every customer for a Google review at job completion (target: about 15 a month).
- ✓Owner follows up with anyone who has not left one within 7 days.
- ✓Crew checks in with a photo at every job.
- ✓Repair calls and forms answered within 1 hour during business hours and the same day otherwise.
- ✓Job status updated in the CRM after every inspection and quote.
- ✓Drafts approved within 48 hours.
- ✓Owner gives about 15 minutes a month for interviews and quotes.
- ✓Job photos sent within 7 days of job close.
- ✓On SCALE, crew films job clips using our shot list.
- ✓Owner access to the Google profile, domain, Google Ads and Meta in week 1.
- ✓Accurate license, insurance and warranty details.
- ✓Past customer list for the first review push.
- ✓Owner or a delegate at the monthly strategy call.
- ✓Changes to services, crew, capacity or pricing flagged within 7 days.
"We cannot earn reviews Oak & Hammer does not ask for, rank neighborhoods without job check-ins, or book a repair call nobody answers. Field inputs are the strategy, not fine print."
The day-90 check
Day 90 is too early to judge rankings, which take 6 to 12 months on a new domain. It is the right time to judge whether the engine is running.
Pages, posts and links shipped on schedule
New site crawled and indexed in Search Console
Review requests going out after every job, about 15 new reviews a month
Field Rank check-ins happening at every job
Repair calls and forms answered inside the response window
If a field input is missing, we name the gap and fix it before recommending more spend, such as a bigger ad budget or a new market.
What could slow this
This plan does not guarantee rankings, leads or revenue. It guarantees the work: on schedule, measured, and reported in the open.
How we measure success
We report booked inspections and signed jobs by source, not traffic.
What we report
- ✓Leads by source
- ✓Booked inspections and signed jobs
- ✓Maps grid rank across the Raleigh market
- ✓40 tracked keywords
- ✓Reviews per month
- ✓Pages indexed and speed
- ✓AI search visibility (quarterly)
- ✓Cost per lead and per signed job
Your next repair call is searching right now.
Let's make Oak & Hammer the first roofer Raleigh calls.