Pain Points
Fragmented brand identity
Low-converting website
Reactive ad spending
Inconsistent lead capture
Solutions
Unified brand system
Conversion-focused redesign
Proactive growth strategy
CRM integration
Tech Stack
WordPress
FieldRoutes
CRM Semrush
Google Ads
Meet Buffalo’s Best Roofing
Summerfield Retirement is a locally owned assisted and independent living community serving seniors and families throughout Utah County. For over 25 years, Summerfield has built a strong reputation rooted in trust, compassion, and quality care. As their community continued to grow, their digital presence no longer reflected the warmth, professionalism, and reliability that families experienced in person.
Their existing website felt outdated, difficult to navigate, and lacked the emotional clarity families need when making life-changing care decisions. Summerfield came to Big Red Jelly looking for a modern refresh that would reflect who they are today while honoring the care-driven culture they have built over decades.
They did not want a corporate or cold redesign. They wanted a digital experience that felt like home.
Brand & Build Level
Standard
Grow Level
Startup
Industry
Roofing & Home Services
The Challenge: A Fragmented Brand and a Reactive Growth Model
Buffalo’s Best was operating under two disconnected identities, one for roofing and one for concrete. That split diluted their market presence and confused potential customers. Their website failed to convert high-intent traffic, and their ad spend ramped up reactively during storms rather than proactively positioning them ahead of peak demand.
They were missing:
- A unified brand identity across roofing and concrete divisions
- Visual consistency across digital and physical assets
- A website structured to convert high-intent leads
- A proactive, season-aware SEO strategy
- An ad strategy focused on high-value, qualified traffic
- Real-time integration between marketing and their CRM
The Solution: Unified Brand, Sales-Driven Website, and Proactive Growth
Tabea Gursch led the brand audit and uncovered a dual-brand crisis. We consolidated roofing and concrete into a single cohesive identity: Buffalo’s Best Roofing and Concrete.
We built the new brand system around trust, local authority, and the promise of Modern Protection.
Part 01 | Brand Strategy & Positioning
Unifying Two Brands Into One Regional Powerhouse
Tabea Gursch led the brand audit and uncovered a dual-brand crisis. We consolidated roofing and concrete into a single cohesive identity: Buffalo’s Best Roofing and Concrete.
We built the new brand system around trust, local authority, and the promise of Modern Protection.
Our work included:
- Brand consolidation of roofing and concrete divisions
- Retirement of a cluttered secondary logo in favor of the iconic “B” with red roof peaks
- Tone of voice that is trustworthy, local, and authoritative
- Positioning as the experts who know Western New York weather better than anyone
- Font palette narrowed from five down to two
- Defined color ratios to eliminate brand drift
Part 02 | Creative Assets & Sales Enablement
High-Impact Creative for the Field
To support the sales team on the ground, we developed creative assets that drive action and reinforce the brand at every touchpoint.
Deliverables:
- “Storms Don’t Wait” door hangers designed to trigger immediate action during volatile storm seasons
- Branded leave-behind flyers that reinforce the Modern Protection promise
- Consistent visual assets across trucks, signage, and print
Part 03 | Website Elevation & CRO
Turning the Website Into a Sales Engine
Nichols led the optimization of their custom WordPress site, transforming it from a rigid digital business card into a true sales enablement tool. Through data analysis, we found that leads were bouncing before they ever reached the contact forms buried at the bottom of each page.
Key upgrades included:
- High-intent contact forms moved into the Hero section of every major landing page
- Six SEO-optimized service area pages built for different counties
- Personalized user experiences tailored to each geography
- Simplified site structure and navigation
- Mobile responsiveness and a modern design system
Part 04 | CRM Integration
Real-Time Lead Capture With FieldRoutes
To make sure no revenue fell through the cracks, we performed a deep integration with FieldRoutes, their industry-specific CRM.
New features include:
- Real-time lead capture from forms, click-to-call, and email
- Source tracking for every inbound lead
- Sales automation that funnels marketing dollars to the most profitable counties and services
Part 05 | Growth Strategy & Paid Media
From Panic-Spending to Proactive Growth
Diana Rigg moved the company away from reactive ad spending during storms and into a calculated, season-aware model. Using Semrush, we ran deep keyword audits focused on high-value niches like ice dam prevention and concrete repair.
Our growth work included:
- The 3-Month Planning Rule, where winter SEO work begins in mid-summer for peak-season rankings
- Page 1 rankings achieved before the first blizzard hit
- A Google Ads clean sweep with aggressive negative keyword filtering
- Performance Max campaigns fed with high-quality brand assets for a lower CPA
- Review optimization that leverages their family-owned status to boost Local Map Pack rankings
Bring It All Together
Buffalo’s Best Roofing is now a storm-proof business with a unified brand, a high-performing website, and a proactive growth engine.
Unified Brand
Roofing and concrete divisions are now consolidated into one consistent, authoritative identity.
Strategic Tools
Big Red Jelly integrated FieldRoutes CRM with the website for real-time lead capture and source tracking.
Marketing Support
Big Red Jelly continues to partner with Buffalo’s Best through weekly strategy calls, monthly performance reports, and quarterly planning sessions.
100
%
100% brand consistency achieved across digital and physical assets.
30
%
30% reduction in wasted ad spend through negative keyword filtering.
46
%
46% of all Google searches are seeking local information, and 78% of local mobile searches result in an offline purchase.
The Conclusion: A Storm-Proof Business Built to Last
Through a unified brand foundation, a conversion-focused website, and a proactive growth strategy, Buffalo’s Best Roofing now has the tools to thrive in any climate. By aligning their brand, elevating their website into a sales engine, and executing proactive SEO and paid media, Big Red Jelly has provided the infrastructure for this family legacy to grow for generations to come.
3
3-phase transformation across Brand, Build, and Grow, supported by ongoing partnership
6
6 county-specific service area pages built for local SEO dominance
1
Page 1 rankings for emergency services achieved before peak storm season
Shown: Tabea Gursch, Diana Rugg & Nichols Rojas
The Strategists
Tabea Gursch | Brand & Content
“Buffalo’s Best had a powerful story rooted in craftsmanship and family legacy. Our job was to unify that story into one authoritative brand. By consolidating two identities into one and building a professional, polished system around it, we gave them an identity that finally matches the quality of work they’ve always delivered.”
Nichols Rojas | Build
“A roofing website shouldn’t be a digital business card. It needs to be a sales tool. Every design decision, from moving forms above the fold to building dedicated county pages, was about meeting high-intent visitors where they are and converting them into real leads.”
Diana Rigg | Growth
“Home services marketing is a game of timing. By planning winter content in the middle of summer and rebuilding their Google Ads from the ground up, we moved Buffalo’s Best from panic-spending during storms to dominating search results before the weather even turned.”
Let's Talk
Your New Home Services Growth Partner
Big Red Jelly is more than a marketing agency. We are growth strategists for ambitious brands. We work with companies ready to level up, align their identity, and scale with intention. Through strategy, design, and digital execution, we transform scattered efforts into focused momentum. Our team brings cross-industry experience and a problem-solving mindset to every engagement. We don’t just launch campaigns. We build brands designed to last.
Meet the Team
Why Big Red Jelly?
At Big Red Jelly, we believe great brands are built through strong collaboration. We work closely with our clients to understand what drives them, who they serve, and where they’re headed. Every project is guided by strategy, creativity, and purpose. Our team brings diverse experience and a shared commitment to helping brands grow with clarity and authenticity. We don’t just market your business — we help shape its future.
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