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Case Study #3 — Roofing
Metropolitan Roofing (Roof Boss USA)
SeaTac, WA · roofbossusa.com · 18458 8th Ave S, SeaTac, WA 98148
🏠
DIGITAL GAP RATING
CRITICAL
4,500+
Projects Completed
34yr
Since 1991
$16,000
Avg Full Replacement
COMPANY INTELLIGENCE
Key ContactsClint (Operations) · Charmayne (Operations) · Gwen (Operations)
Phone[publicly listed]
Brand NoteRebranding from “Metropolitan Roofing” → “Roof Boss USA” — in transition
ServicesComposite, metal, flat/torch-down, solar, skylights, gutters, drywall repair around skylights
Model100% employees (no subs) · All materials pre-paid · Debt-free company · A+ BBB
ReputationNextdoor Neighborhood Favorite 2021 & 2023 · 5-star customer base from 34 years
Key WeaknessBrand transition (Met Roofing → Roof Boss) created digital confusion — two websites, split SEO authority
12-POINT DIGITAL AUDIT
FAIL
Website Design & UX
Split identity — two active domains creating confusion and diluting SEO
CRITICAL
Chatbot / Live Chat
Zero. A 34-year company with 4,500+ projects has no digital intake.
FAIL
Online Booking / Estimates
Emergency line only. No online estimate request, no instant quote
CRITICAL
Brand Consolidation
Metropolitan Roofing vs. Roof Boss USA — two brands, two websites, confused customers
FAIR
Mobile Responsiveness
Functional but not conversion-optimized
FAIR
Page Speed
Average performance
FAIL
Local SEO
Split domain authority between two sites hurts both rankings
FAIL
Review Volume & Automation
Manual review collection after 34 years — volume too low for company size
FAIR
Social Media
Facebook active (family feel) but not generating leads
FAIL
Lead Nurturing / CRM
No email automation, no follow-up for estimates not closed
FAIL
Skylight / Solar Upsell Funnel
Specialty services not prominently marketed — huge revenue opportunity
FAIL
Call-to-Action Clarity
No consistent CTA — visitors do not know what to do next
$16,000
Avg full roof replacement
10–15
After-hours leads lost/month
$160K–$240K
Revenue recovered/month
45×–67×
ROI on AvioneX services
RECOMMENDED APPROACH & SERVICES
Recommended Package: Growth/Domination — $2,000–$4,500/mo + $7,500 setup
- → Brand consolidation strategy — migrate authority to Roof Boss USA cleanly
- → New Roof Boss website — modern, fast, conversion-optimized with full chatbot
- → AI instant estimate chatbot — roof type, size, urgency → lead captured in 90 seconds
- → Local SEO consolidation — all 34 years of authority pointed at one domain
- → Skylight + solar upsell landing pages with dedicated chatbot flows
- → Review automation — systematize 34 years of happy customers into reviews
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