Driving a 50% Increase in Organic Traffic for the Colorado Roofing Association

The Colorado Roofing Association (CRA) is a global consulting firm known for helping Fortune 500 CEOs and senior leaders align around purpose and strategy to accelerate organizational growth. While their influence and reputation were strong, their marketing efforts lacked the infrastructure to scale with their ambitions.

Recognizing the need for a more intentional, scalable approach to lead generation and brand reach, Karrikin Group partnered with OTM in 2021. The engagement began with a full go-to-market diagnosis and evolved into a long-term partnership focused on building a sustainable pipeline engine.

Check Out The Results
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THE PROBLEM

The CRA’s website had plenty of content, but much of it was outdated, scattered across multiple pages, and underperforming in search. The organization wanted more homeowners and building owners to discover its resources through organic search, not just by accident.

In addition, the CRA wanted to spotlight members more effectively and reinforce its role as the trusted voice of roofing in Colorado. While the brand was well-known within the trade, it lacked visibility with the public.

The challenge was to connect all those goals, education, trust, visibility, and member value, into one scalable roofing industry content strategy.

THE SOLUTION

The CRA partnered with OTM to implement a pillar page and content cluster strategy that made the site more organized, more useful for audiences, and far easier to find online.

We prioritized high-value topics homeowners cared about, such as hail damage, roof scams, and seasonal maintenance, and built long-form resource hubs around them. Supporting blog posts answered narrower questions and linked back to those hubs, helping both search engines and readers find information faster. At the same time, we refreshed existing content with updated keywords, internal links, and FAQs designed to capture snippets in search results. Every piece of content was shaped to reflect the CRA’s expertise, values, and authority.

Key Features & Services

  • Website content audit to find gaps and opportunities
  • Pillar pages with supporting blog content
  • Monthly SEO content calendar focused on homeowner education and contractor resources
  • Content refreshes with internal links, trending keywords, schema markup, and FAQ sections
  • Research into real homeowner questions using tools like Reddit and Google Trends
  • Ongoing collaboration with the CRA to feature updated legislation, member programs, and industry best practices

Unique Approach

By restructuring content and clustering topics into clear, connected resources, the CRA now speaks directly to two audiences: homeowners who need reliable roofing information and members who want visibility and support.

The goal was to build a supported user experience that made it easy to find trusted contractors, credible resources, and association-backed guidance. Every page reinforces this by linking to the member directory, guiding users toward action, and elevating the CRA’s mission of building trust within Colorado’s roofing community.

Obstacles to Overcome

Despite high traffic, the CRA’s most-visited pages had high bounce rates. Visitors often left without diving deeper into the member directory, educational content, or contractor resources. For example, “Hailstorms and Your Roof” had a bounce rate of more than 96%. Almost no one clicked deeper into the site. We fixed this by adding clear next steps such as links to trusted contractors, related resources, and follow-up answers.

The existing content and resources were in the system. The problem was that they were fragmented, outdated and hard to find. We merged, refreshed, and restructured those pieces into complete, user-friendly hubs that improved both search performance and reader experience.

RESULTS

Quantitative Results (2024 vs 2023):

  • 50% year-over-year increase in organic search traffic
  • 87% year-over-year increase in conversions to the Member Directory page
  • 83% engagement rate for organic search visitors
  • 22% year-over-year increase in total page views
  • 2,609% year-over-year increase in SERP features (snippets and related highlights)

Quantitative Results

The updated site positions the CRA as a trusted source for Colorado homeowners, offering credible, easy-to-navigate roofing information. At the same time, members benefit from increased visibility through the improved directory experience. As a result, the CRA is now seen as an industry authority not just within the trade, but among the broader public it serves.

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