Marketing dashboard. Roofing and gutters for Franklin, TN and the Williamson County suburbs.
All channels, last 90 days
Last 13 weeks. The selected period is shown at full strength. Hover a week for the breakdown.
Paid channels are measured against ad spend. Organic search and referrals carry no ad spend and are listed for context. Click a column to sort.
Each move has an owner and a number that says whether it worked.
Weekly views for the five pages that carry the site. Last 13 weeks, with the selected period at full strength.
Key events are form submits and tracked phone calls. Click a column to sort.
Yes. The ads and search are bringing homeowners in.
The website loses leads the ads already paid for.
A slow mobile site, an eight-field quote form and no pages for three of the five towns Ridgeline serves. None of it needs a rebuild.
Every page, profile and listing opened and scored Sep 21, 2026.
Each element scored 1 to 5. A 1 is missing or broken, a 3 works but leaves leads on the table, a 5 is an edge over competitors.
4.9 stars from 212 Google reviews, with about two new ones each week. Reviews that name the crew lead get twice the helpful votes.
Tap-to-call sits in the header of every page, and each channel has its own tracking number, so no lead arrives without a source.
It turns about 11% of visits into a call or form. The site average is under 4%.
Top three in the map pack for most roofing searches in both towns, which is where most of the signed jobs come from.
Google Core Web Vitals, home page, Sep 21
| Measure | Google's line | Phone | Desktop |
|---|---|---|---|
| Largest content loads (LCP) | 2.5s | 3.8s Slow | 1.6s Good |
| Response to a tap (INP) | 200ms | 180ms Good | 90ms Good |
| Layout shift (CLS) | 0.10 | 0.14 Needs work | 0.03 Good |
The phone score is what matters: 71% of Ridgeline's site visits are on a phone. The hero photo is a 4.2MB image and the review widget shifts the page as it loads.
How the office handles calls once they connect (call recordings not shared yet), financing approval rates (partner portal, no access) and offline marketing like yard signs and truck wraps. Each gets scored once we have access.
Checked Sep 21 from the center of each town
6 buyer questions, asked Sep 21
Five map searches within 10 miles of downtown Franklin on Sep 21: roof replacement, roof repair, storm damage roof, roofing company and gutter installation. Competitor names are fictional, like the client.
| Company | Rating | Google reviews | Map packs, of 5 | Running Google Ads | Local Services Ads |
|---|---|---|---|---|---|
| Summit Peak Roofing | 4.8 | 486 | 5 | Yes | Yes |
| Ridgeline Exteriors | 4.9 | 212 | 4 | Yes | Yes |
| Cumberland Crest Exteriors | 4.7 | 301 | 3 | Yes | No |
| Old Hickory Home Exteriors | 4.3 | 522 | 2 | Yes | Yes |
| TriStar Roof Pros | 4.6 | 158 | 2 | No | Yes |
| Boone and Mercer Roofing | 5.0 | 64 | 1 | No | No |
Summit Peak is the one to beat. It has more than twice the reviews and shows up in all five map packs. Closing that gap is a review and Google profile problem, not an ad budget problem: Summit Peak uses 8 profile categories to Ridgeline's 3.
Paid channels only
Planning ranges come from the sample model at this spend level. Real results depend on the market, the offer, the season and how fast the sales team calls leads back.