US roofing contractor

A new website plus the machinery behind it: every enquiry into the CRM with its source, into the estimating system, into analytics and onto the sales team's phones — and a daily report the whole company can read.

A lead relay: each form submission upserts the contact, tags the source, opens the opportunity and fires the speed-to-lead workflow; the estimating system gets the job; analytics gets the event.

A reporting platform assembling a daily KPI pack from the ad accounts, the CRM and analytics — five pinned delivery sites, print-identical PDF packs, a dependency-free SVG chart library.

Campaign structure across search, local service ads and social, with a landing page per intent.

The silent case. A returning contact re-submitting a form matched an existing CRM record, so the workflow that calls the lead back never fired — the tags hadn't changed. Fix: on an existing-contact upsert the relay removes and re-adds the source tag so the trigger re-fires. Proven on a completed contact; the one exception (a contact already inside the workflow cannot re-enter) is the CRM's own rule, written down.

Replies were landing in spam: the company domain had no SPF and no DKIM, and a monitoring-only DMARC. The message headers proved it. A records sheet fixed it.