An owned lead generation system for an established home exteriors business
A family-owned exterior renovation contractor in Greater Atlanta, topping up agency-generated leads with leads bought from third-party providers. A new Webflow website, lead tracking through to sales and full-funnel marketing gave it more leads from channels it owns.
Website traffic from organic and AI search.
Leads from automated email follow-up.
About Keystone Siding & Windows
Keystone Siding & Windows is a local, family-owned exterior renovation contractor based in Cumming, Georgia, serving homeowners across Greater Atlanta. It installs James Hardie fibre cement siding, replaces windows and doors, removes stucco and provides exterior painting and gutter services.
Homeowners start with a free design consultation or an instant online cost estimate.
25+ years
Of experience in home exteriors.
5-star rating
Across more than 100 Google reviews.
Greater Atlanta
Including Alpharetta, Cumming, Marietta and Roswell.
High-ticket projects
Siding, windows, doors and exterior painting.
A steady flow of leads it could rely on
As an established business selling a high-ticket service, Keystone needed a steady flow of homeowner enquiries it could rely on.
It had worked with a series of agencies on monthly retainers, but none produced the lead volume the business needed. To keep its crews busy, Keystone was paying a premium for leads from third-party lead providers.
The goal was a marketing setup Keystone owned, that generated enough leads on its own and showed which activity turned into sales.
A lead generation system Keystone owns
Three ways I helped Keystone Siding & Windows win more of the right enquiries
A website built for search and experimentation
I migrated Keystone's website to Webflow to resolve the SEO issues holding it back. The new site gave Google a clear structure for each service, and supported Keystone's Google Business Profile in the towns and cities it serves.
Webflow also made it quick to build and test new pages, offers and lead magnets, so marketing ideas could go live without waiting on a developer.
Paid ads tracked through to sales
Phone calls are a major enquiry route for a home improvement business. I set up CallRail to track every call alongside web form enquiries, giving a full picture of lead volume from each campaign.
Gordon then shared the outcome of each individual lead. That meant we could measure lead quality and sales by campaign and keyword, and direct ad spend towards the searches that produced work.
Full-funnel marketing from research to purchase
Homeowners researching new siding want an idea of cost before they speak to a contractor. Using Keystone's project knowledge, I built an interactive pricing calculator that gives an instant estimate. It answers one of the most common questions homeowners search for, and gives search engines and AI tools a useful page to show and cite.
After someone enquires, an automated email sequence keeps in touch with them while they decide, so fewer enquiries go cold.
More leads from channels Keystone owns
- A faster website. Migrated to Webflow, resolving SEO issues and making marketing experiments quicker to launch.
- Greater local visibility. Stronger Google Business Profile presence across multiple towns and cities in Greater Atlanta.
- Every lead tracked. Phone calls and web forms tracked with CallRail and matched to their sales outcome.
Want similar results?
Answers to the questions I hear most from home improvement and local service businesses that want more of their own leads.
Book a free 30-minute call and I'll talk through what I'd look at first.
Book a discovery callHow can a home improvement business get more leads without buying them?
Build the channels you own: a website that ranks for the services and towns you cover, a well-maintained Google Business Profile, and content that answers the questions homeowners ask before they get quotes. Paid ads can add volume on top, as long as you can see which campaigns bring in work. Over time, owned channels bring in leads without paying for each one.
Why move a website to Webflow?
Webflow produces clean, fast pages and gives you control over the things search engines read, such as page titles, headings, redirects and structured data. It also makes it quick to build and test new pages without a developer. That means SEO fixes and new marketing ideas can go live in days.
How do I track which ads produce sales, not just leads?
Track every enquiry, including phone calls, with a tool such as CallRail alongside your web forms, so each lead is tied to the campaign and keyword it came from. Then record the outcome of each lead, whether it became a quote, a sale or nothing. Put the two together and you can see the cost of a sale from each campaign, and move budget towards the ones that produce work.
How does a pricing calculator help with SEO and AI search?
Cost is one of the first things homeowners search for, and a calculator answers that question directly on your website. It gives search engines and AI tools a useful page to show and cite, and gives visitors a reason to stay and get in touch. It can also capture details from people who are not ready to call yet.
What should happen after someone enquires?
Reply quickly, then keep in touch while they decide. An automated email sequence can share recent projects, reviews, financing options and answers to common questions, so your business stays front of mind. For high-ticket work, where homeowners often compare several contractors, that follow-up helps fewer enquiries go cold.
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