How a Painting Company Took Control of Marketing and Tripled Qualified Leads

Roe Painting's Endless Customers Journey

Roe Painting faced three compounding problems.

1) The CEO was carrying too much

Andy cared deeply about marketing, but the business had grown. He had too many hats, too many priorities, and not enough time to lead a full marketing system.

2) Sales and marketing were not fully aligned

Both sales and marketing were there, but they were not operating as one unit. When leads dropped and the economy tightened, that gap hurt more.

3) Their website stopped feeling like them

They once felt proud of their website, but after multiple SEO changes and too many edits from too many sources, the content lost its voice. Andy described pages that felt embarrassing and “written for robots,” not real customers.

External conditions made the urgency unavoidable: leads were dropping, buyers were hesitating, and search behavior was shifting quickly, including changes tied to AI and how people discover businesses.

The turning point

Roe Painting’s Endless Customers journey started the way it does for many companies: internal advocates pushed for change.

• Their Executive Assistant Suzanne read Endless Customers and told the team, “You need to read this.”*

• Jud, VP of Sales, read it next and told Andy, “No, you need to read this NOW.”

Andy related deeply to the honesty about hard economic seasons, and the business needed a plan that brought sales, marketing, and leadership onto the same page.

That is when they engaged IMPACT and made one of the most important moves in the entire story.

What we did together

1) Built the right internal team first

Roe Painting had previously had someone to write content and someone to create video. However, after attending Endless Customers Live, Andy realized that they didn't have the right people in place. Upon returning, he knew he needed the right Content Manager and Videographer to make this work.

For their Content Manger, they hired Ashley, a former freelancer who wanted to own the full impact of her work, not just write and walk away. Ashley had the right attitude of learning and hunger for excellence that was needed.

For their Videographer, they decided to go with one of their painters (Adam) who had a passion for video. His job change allowed him to take control of the video process and flourish.

These hires changed the pace of everything.

2) Rebuilt the website around buyer trust

Roe Painting had recently redesigned their website, and it looked amazing. So when the idea of rebuilding again came up, it was a hard conversation.

But the reasoning was clear: their existing site looked great, but didn't function the way it needed to in order to be successful.

With IMPACT guiding the strategy and Ashley driving execution, Roe Painting rebuilt their site to be:

• More functional and more helpful

• Structured around a clear learning center

• Designed for real buyers, not just search bots

• Supported by video on major service pages

• Built to convert naturally, not through gimmicks

Andy summed it up in a way we hear from the best CEO led implementations: he was proud of the website again, and that his team was able to manage it.

3) Created consistent content momentum

Ashley came into a situation where the data showed peaks and valleys from inconsistent publishing and too many writers from different stints with agencies.

One of the earliest wins was consistency. Roe Painting built toward a rhythm of publishing at least three articles per week. As they did, Ashley described seeing a steady climb instead of a chaotic graph.

4) Added self selection tools that qualify leads

Roe Painting leaned into pricing tools, even in a service business where pricing varies.

They built a concrete coatings pricing calculator that lets buyers:

• Choose square footage

• Explore flooring types and options

• Select add-ons

• Get a realistic ballpark range

The impact showed up in lead quality. Buyers who used the tool came into conversations with better expectations and fewer surprises.

5) Started tightening sales and marketing alignment

While previously misaligned, the marketing and sales teams have started working together to create more impactful results.

Ashley joins sales meetings and sends a weekly email that highlights new content and how to use it. Sales reps are starting to reference videos and pages in real conversations. Andy shared that reps are already saying things like:

“It was half sold for me.”

This is what happens when content becomes part of the sales system, not a marketing project.

Results

Roe Painting shared several outcomes that matter most to leadership, marketing, and sales.

Business outcomes

• Tripled qualified leads

• Increased form fills and stronger performance across key service pages

• More qualified sales conversations, with buyers arriving educated and confident

Team outcomes

• The CEO no longer has to be the content engine

• Marketing is no longer controlled by outside vendors

• Sales has better tools and stronger buyer conversations

• The business feels like it “grew up” from a small operation

Brand outcomes

• Roe Painting regained pride in their website and message

• Their content reflects their heart and values again

• They feel confident they are leading their market, not chasing competitors

Take control of your marketing

Roe Painting’s story is what happens when a service business stops renting marketing and starts owning trust.

If you want to take control of your marketing, build a website that sells before your reps arrive, and create content that consistently produces qualified leads, the Endless Customers Coaching Program is built for exactly that.