Frye Roofing
Serving Virginia and West Virginia, Frye Roofing is a trusted name in residential and commercial roofing, with an incredible 124-year legacy...read case study
Industry: Roofing
When Frye Roofing partnered with Marketing 360® two and a half years ago, they wanted to develop their digital presence.
About the Business
Frye Roofing, serving Virginia and West Virginia, is a trusted name in residential and commercial roofing, with an incredible 124-year legacy. Built on a foundation of word-of-mouth and community reputation, Frye Roofing initially partnered with Marketing 360® back in 2014 for a website redesign. Nearly a decade later, they returned, this time, not just for a website, but to take on digital marketing in full. Their goal: expand their reach and grow brand recognition in service areas where they weren’t yet well known.
Challenge & Objectives
When Frye Roofing partnered with Marketing 360® two and a half years ago, they wanted to develop their digital presence. Their goals were clear:
- Build an effective website
- Develop a strong online presence
- Generate new leads, especially in outer service areas where awareness was low
Another major hurdle was finding strategies to reach these outer service areas, particularly since the client had primarily relied on word-of-mouth marketing, which limited their growth potential in those regions.
Strategy & Execution
- Multi-Channel Digital Strategy Focused on LSA, SEO, and Email Marketing:
- After launching their new website, the marketing strategy was designed to diversify their lead sources and build sustainable growth:
- Local Services Ads (LSA): Once approved, LSA became the core driver of verified, high-quality leads.
- Content-Driven SEO: Blitz campaigns of blogs and optimized service pages drove significant growth in organic search visibility.
- Email Marketing: Nurtured leads and maintained client engagement, achieving open rates of over 37%.
- Remarketing Campaigns: Facebook and Google Search ads provided additional lead support.
Creative Asset Development: Marketing 360® developed engaging infographics (see infographic here) and ad creatives (see ad creative here) that told Frye Roofing’s incredible story, highlighting their long-standing history, reliability, and quality of service.
Platform Use: The Marketing 360® platform is used to manage their website, track intelligence data, and drive email marketing performance.
Results & Impact
Lead Growth
- 416 true leads from LSA over 19 months (approx. 22 leads/month)
- 124 leads through organic search
- 173 leads through additional paid ad sources
Organic Growth
- 152.19% increase in organic impressions
- 47.06% increase in organic clicks
Business Expansion
- 60–70 more residential jobs compared to the previous year
- On track for a record-breaking commercial year
- Added new estimators and adopted a call answering service to handle lead volume
What Sets Us Apart
Marketing 360® helped Frye Roofing break into digital marketing in a way that set them apart from competitors, many of whom still aren’t leveraging digital channels effectively.
Key strengths included:
- Early adoption and expert management of LSAs
- Highlighting Frye Roofing’s 124-year history and strong value propositions
- Responsive, proactive communication that helped spot and solve challenges quickly
- Consistent lead flow from multiple digital sources
What the Business Has to Say
"Partnering with Marketing 360® has played a huge role in our growth. Their team’s responsiveness, expertise, and dedication have helped us expand into new areas, win more jobs, and build even stronger brand recognition. We’re excited for what the future holds."
- Henry Malkin, Vice President
Final Takeaway
Frye Roofing’s success story proves that even a century-old company can thrive in today’s digital landscape with the right marketing partner. Through Local Services Ads, strong SEO, strategic content, and consistent, proactive support, Frye Roofing has transformed their digital presence and set new records for growth.
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