Overview
Clinique Pro Toiture is the trading name of a roofing craftsman based in Caudan, in Brittany. A slate specialist, he works across the Lorient area and southern Brittany: roofing, renovation, moss removal, waterproofing, zinc work, skylights, insulation, and a 24/7 call-out for leaks and storms. Real craftsmanship, a solid local reputation, and an online presence he did not own.
The problem
At the outset, the site ran on a directory solution that left little control over content or SEO. The towns actually covered and the craftsman's ten trades did not yet exist as dedicated pages, and contact measurement was still to be set up. In a trade where customers search "roofer + their town" and call straight away, there was real local-visibility potential to build.
There was also a field constraint: the craftsman is not comfortable with digital tools. Anything requiring a CMS to administer, updates to run or an interface to learn would have been abandoned.
Objectives
- Give the business a site it genuinely owns, built for local search
- Cover the trades and towns actually served, with no filler pages
- Turn visits into direct contact: phone and WhatsApp first
- Measure every conversion, and run Google Ads against a real landing page
What I did
- Built a static HTML site of 58 pages: home, 10 service pages, 25 town pages, 12 service-by-town pages, a dedicated ad landing page and the global pages. No CMS to administer, so nothing for the craftsman to maintain.
- Local SEO architecture across 25 towns (Lorient area, southern Morbihan, southern Finistère), plus one landing page aggregating the ten coastal towns for campaigns, without spawning empty satellite pages.
- Rich structured data: RoofingContractor, LocalBusiness with an area served across 27 towns, Service per page, FAQPage and breadcrumbs sitewide.
- A conversion strategy matching how customers actually behave: phone and WhatsApp first, form second, sticky action bar on mobile.
- 44 of the client's own job photos integrated: roofs he actually laid, no stock imagery.
- Forms wired up with email notification and a dedicated confirmation page: previously, the forms sent submissions nowhere.
- Full measurement: GA4 with Consent Mode v2 and a cookie banner, and three conversion events tracked as key events (phone click, WhatsApp click, form submission).
- Google Ads wired through GTM, conversions imported, and the quote page rebuilt as a landing page (lighter form, moved above the fold, trust signals).
- Static hosting with HTTPS, sitemap submitted and Search Console property verified.
Editorial calls I stand by
Two structural decisions. First, no prices displayed: no price-per-square-metre bracket, everything goes through a quote. In this trade, a price out of context repels as much as it attracts, and it commits the craftsman to jobs he has not seen. Second, deliberately plain vocabulary: no "expert", no "leader", no "premium". The tone is that of a Breton craftsman, because that is what customers recognise and what makes them pick up the phone.
Results
These are early-weeks numbers, and I present them as such: the site is young and the Search Console data covers roughly ten days after go-live. Over that window, impressions start from zero and climb steadily, average position moves from 8.6 to 5.5, and the site ranks first or second on "réparation toiture caudan" and in the top three on "couvreur caudan". The most interesting signal is elsewhere: queries are already surfacing beyond the home town, such as "pose velux lanester", proof the local architecture is starting to work past Caudan.
In parallel, the Google Business Profile produced 74 interactions over the first half of the year, including 59 direction requests, 13 clicks to the site, and crucially the first direct contacts: one inbound call and one WhatsApp message, now tracked as conversions.
Business impact: the business finally owns an asset of its own, indexed, measured, and dependent on no provider contract. Every call and every WhatsApp message is counted, which makes it possible to steer Google Ads on real conversions rather than clicks. The foundation is in place: local rankings are building, and the next step is to grow the review base and extend the mesh to neighbouring towns.