A Video For A Roofing Contractor
A VIDEO FOR A ROOFER
When we were approached by Essex Roofer Wayne from WJ Roofing And Property Services to produce a video for the homepage of his Sudbury roofing company, we immediately stopped for pause. Not necessarily because we didn’t know how we would create such a video, but because we needed to decide what was best for the client. The reason that Wayne wanted a video was to embed the clip on the home page of his website and the reason for doing so was actually based upon some information that he discovered in one of our blog posts from last year which references the following statistics:
At the time, a lot of marketing advice claimed that simply adding a video to a homepage would push a website up Google’s rankings, usually backed by impressive-sounding statistics. Google has never confirmed video as a ranking shortcut, and many of those figures were never properly sourced, so we have removed them from this post.
What a well-placed video can genuinely do is help visitors understand a business quickly. For a roofer, that means showing the quality and range of finished work within a few seconds, which is exactly what a homepage needs to do before someone picks up the phone.
How does this tie into producing a video for WJ Roofing And Property Services?
Well. The first stage to working with Wayne was to assess his goals and targets, to evaluate how much value the addition of a video would be to his business. We did this by calculating the average value of a transaction (if a new customer booked his services), and we then worked out how many new customers he would like and what the ROI (return on investment) would be. It was extremely lucrative for his company to invest into a video, however – we did not feel that it was beneficial to actually produce a live video when we could achieve the same results, at a fraction of the cost. Wayne’s objective was to increase traffic and reduce bounce rate, whilst climbing the SERP’s and converting leads into new customers. To do this, all he needed was a video of some kind to be embedded and that video didn’t need to be anything overly complex. It would simply be replacing a still image on the home page.
What we came up with was a video slideshow of some of the past roofs that Wayne had worked on and we very quickly, simply edited those into a short slideshow, of which we then exported in the format of a video, uploaded to YouTube, with relevant meta-tags links and description containing keywords for ranking. We then embedded that video onto his site. We made sure to compress the file so that it doesn’t cause the page to slow down at all (slow pages frustrate visitors, and page experience matters to Google too).
Now that the video is on the website, we will continue to track the results with Wayne (we set up Google analytics) so we can monitor and evaluate the progress.
By working out the client goals and re-evaluating their requirements, we were able to save Wayne hundreds of pounds in filming rates and we simply charged for an hour of video editing and during that time we were able to embed the video and set up the page for optimization and monitoring.
Filming in Sudbury? See our page on video production in Sudbury for services, prices and local work.
Updated October 2026: we revised this 2019 post to remove statistics we could no longer verify. The project details are unchanged.
