A roofing company with twenty service pages can spend a month rewriting all of them and still miss the page that matters most. Start with the services you can actually sell, then check where homeowners already see you in Google Search.
Pick a page and the job it should sell
Choose one high-value service with capacity on the schedule, such as roof leak repair, emergency drain clearing or heat pump installation. In the Search Console Performance report, filter by the exact page URL. Read the queries, clicks and impressions for a recent period, then compare with a similar season or date range. Keep branded searches separate where possible so a rise in people looking for your company doesn’t obscure what’s happening on service searches.
Match the change to the evidence
If the page has impressions for relevant searches but few clicks, review its title and how it appears in search. Make the service and market clear and keep the page promise accurate. If clicks are coming in but few visitors enquire, test the mobile call button and form. Check whether the page explains the problems you solve, what a visit includes and where you work. If two URLs are showing up for the same search, compare their scope before merging anything. A repair page and a replacement page can serve distinct needs.
Track enquiries separately
Record the page URL, comparison dates, clicks and the specific change you made. In your own lead log, record qualified calls, forms and bookings when you can connect them to the page. Search Console is useful for diagnosing search visibility and traffic. The booking record tells you what happened after the visit.
Google’s Search Console Performance report guide · Read the industry case studies