Professional Website, Better Leads: Legend Roofing’s Story

Dare to be different.

These are the words Mike Belfer has lived by for his entire life.

“That’s just me,” he said. “I just like to be different.”

In that same vein, Belfer knew how important it was for his newly started roofing business to have an online presence that set it apart from others.

He has been in the roofing industry for almost 10 years with other companies and saw how a website and active social media accounts lead to more business.

So, when he and his partner Tim Johnson started Legend Roofing in December 2024, Belfer quickly got to work on launching a website and digital footprint for the West Michigan-based company.

“Everything is on social now,” he said. “Before people make a phone call for any sort of service, where do they go? They go online.”

Belfer’s call to develop that website: Hungerford Technology. He became familiar with Hungerford’s work, as it had created the website for Artisan Builders, which Johnson owns.

Seeing what Hungerford did for Artisan, Belfer knew it was the right fit for Legend.

Growing a Presence with a Website

In addition to IT and accounting services, Hungerford also offers web development services for small businesses.

It’s designed for organizations that need professional marketing support but don’t require a large ongoing marketing investment.

A stale, outdated website can reflect poorly on an organization, often turning away potential clients even if the company offers a great product and fantastic customer service.

Legend didn’t have an old website to update; it had no website at all. After an initial meeting around Christmas 2024, the firm partnered with Hungerford in January 2025. One month later, Legend’s website was live.

Hungerford not only builds the website but also maintains it to ensure it runs smoothly for years after the initial launch.

“We’ve had a lot of compliments with our website,” Belfer said. “Kudos to you guys.”

But website development is more than just creating and maintaining a website. It also includes blog posts, logo design and branding, Google Ads, Google Business Profile support, SEO improvements and more.

Online Visibility Offers Better Leads

Before the website was live, Belfer relied on a popular home services company for leads. And while it can be great for helping new businesses find clients, it comes with a cost and leads that don’t always pan out.

Every time Legend receives a referral, it is charged a fee. Belfer estimated that Legend was spending thousands of dollars per month on those leads.

In the long term, it wasn’t a viable option. To help offset those costs, Hungerford helped Legend set up Google Ads.

Google Ads will promote Legend to people in West Michigan actively searching for roofing companies. Google also charges a fee whenever someone clicks a Google Ad, but it’s significantly cheaper and yields more promising leads, according to Belfer.

“Hopefully, we’ll kinda taper back on spending thousands of dollars every month on (average) leads,” he said.

Belfer also mentioned that Legend’s contact form on its website has helped bring in free leads that almost always convert into business.

Videos, Blog Posts Educate Clients

Belfer didn’t want a website just to check a box. Standing out from the competition was a high priority.

“There are 100 of us here in West Michigan, as far as roofing companies go,” he said. “What can we do differently that others don’t?”

One of those differentiators is short-form videos, which exploded in recent years with the rise of TikTok. Legend is experimenting with more short-form videos, including videos on job sites to educate people on roofing solutions and other services.

Belfer admitted he’s not as great on camera as he would like to be, but the scripts from Hungerford help him be more comfortable and personable.

“We’ve gotten way more creative on social,” Belfer said.

Additionally, Hungerford creates content that helps Legend educate customers and strengthen its online presence, offering practical insights on roofing, storm damage, maintenance and other topics relevant to West Michigan homeowners.

“I do get feedback … (and people are) very impressed with the blogs,” Belfer said. “It’s been a good thing.”

Overall, he said he’s been very impressed with Hungerford, from the services offered to the client-customer relationship and responsive communication.

“You guys have been an absolute dream to work with,” Belfer said. “We would not be where we are today without you guys.”

Does your Organization’s Website Need a Makeover?

A well-maintained website can leave a lasting impression. This is why it’s important to work with a web developer who can build websites that attract, engage and convert.

If you want to optimize your existing website, an audit will help you determine what’s working and what needs improvement. And if you want to create an entirely new site, we’re here to help, as well!

Contact us if you’d like to schedule a meeting to learn more about website development.

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