Case Study — Website · GBP Management · Local SEO
JNC. Website, GBP & Local SEO
From 6 Google profile interactions in three months to over 40 in the three months after.
A new roofing business in Amersham, up against firms with a decade’s head start — and now appearing above them.
Overview
Jack Cooper runs JNC Roofing in Amersham. Good work, good reputation with the people who’d used him — and almost nothing online for the people who hadn’t. No website. A Google listing that barely registered: around six interactions across the whole of February, March and April. Meanwhile, established roofing firms in the same town, some with well over 140 reviews, were taking every search in the area.
Results
The numbers, before and after.
| Metric | Before Feb–Apr 2026 | After May–Jul 2026 |
|---|---|---|
| Google profile interactions | ~6 | 40+ |
| Website clicks from the listing | ~0 | 40 |
| Calls direct from the listing | 0 | 4 |
| Ranking for “roofer in Amersham” | Not appearing | Position 2 |
| Map results for “roofing Amersham” | Not appearing | Consistently top |
Figures accurate as of July 2026. Google Business Profile and Search Console data.
Nobody plans a new roof. They search when the ceiling’s wet, they call one of the first names they see, and they’re not scrolling to page two.
01
What we did
Built the website.
A proper site for JNC with dedicated pages for every area Jack covers, so he shows up for “roofer in [town]” and not just his own postcode. SEO built into the structure from the start, not bolted on afterwards.
Created and verified the Google Business Profile.
This is the part most trades either skip or half-finish. Full categories, full services list, description, photos — and verified, which is the bit that takes patience and is the bit that counts.
Weekly posting, every week.
Google rewards profiles that are actually active. Most local businesses post once when they set it up and never again.
Kept an eye on the numbers.
Monitoring what people actually search to find JNC, and adjusting the site to match.
02
What happened
Jack came on board in May. The change shows up in the same month and, crucially, it held — this wasn’t a spike that faded.
His Google profile went from roughly six interactions across three months to over forty in the three months since. That’s 40 clicks through to his website and 4 calls placed directly from the listing, three of them in July alone.
On search, JNC now ranks first or second for every major roofing term in Amersham — “roofer in Amersham”, “Amersham roofing”, “roof repairs Amersham”, “roofing companies Amersham”, “new roofs Amersham” — plus a range of leadwork terms across Buckinghamshire and Hertfordshire.
And in the map results, the bit that sits above everything else on a phone screen, JNC consistently appears top for “roofing Amersham” — above a firm with over 140 reviews that has been established for years.
03
The bit most people miss
Almost all of it is happening on the phone.
JNC’s listing gets seen far more on mobile than desktop, and on mobile the click-through rate is more than ten times higher. That’s the signature of the map pack — the three local businesses Google shows at the top with a map above them.
When someone finds a tradesman there, they tap Call or Directions on the listing itself. They never visit the website. Which means the enquiries don’t show up in most website analytics at all — they only appear in the Google Business Profile data.
It’s the single most common reason a trade says “the website doesn’t do anything.” It usually is doing something. It’s just doing it somewhere nobody’s looking.
04
What this means for your business
If you’re a trade in Buckinghamshire, Hertfordshire or the surrounding areas and you’re relying on word of mouth, this is what the other half looks like — the people who don’t know you yet.
A website reaches the ones who already have your name. Your Google profile and social reach the ones who don’t.
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