We understand contractors
Missed calls, estimates, weather, crews and customers—we know where the money gets lost.
I OWN A ROOFING COMPANY FIRST
I know contractors. I fill calendars.
I have spent 40 years inside a real roofing and construction company—answering customers, chasing leads, managing the office and learning what actually turns an inquiry into a paying job.
I am not a big marketing corporation trying to fill its bank account. I build websites, ads, AI follow-up and connected business systems that help fill your calendar.
Roofing since 1993Contractor lead generationSmall, hands-on company
ROOFING OWNER • AI MARKETING STRATEGISTKeitha Scarfo40 years of real contractor experience
THE CONTRACTOR CALENDAR LEAK CHECK
Before you buy another lead, find out where the ones you already paid for are disappearing.
Check everything that happens in your business. I’ll show you whether you need more marketing—or whether your calendar is leaking.
Built from 40 years inside a roofing office.No theory. No software pitch.
THIS IS WHAT THE BIG CONTRACTORS ARE DOING
They do not buy a lead and hope somebody remembers to call.
They use one connected system that captures the opportunity, responds immediately, keeps following up and shows the owner exactly what happened.
01Get FoundGoogle, Meta, SEO and roofing leads
→02CaptureCalls, forms, chat and calendars
→03Follow UpText, email and missed-call response
→04ClosePipeline, estimates, payments and reviews
That is the difference between having marketing and having a marketing system.
WHERE DOES THE LEAD ACTUALLY GO?
Every click, call and form needs a clear path.
The customer gets a fast response. You and your office get the information, the conversation and the next step in one place.
GOOGLE LEAD
Someone searches “roofer near me,” finds your business and takes action.
GoogleSearch or ad
→Your WebsiteBuilds trust
→Form, Call or ChatCaptures the lead
→CRMSaves everything
→Sales PipelineShows the next step
CUSTOMER RECEIVESInstant text • Email • Booking link • Reminders
YOU AND YOUR OFFICE RECEIVENew-lead alert • Contact record • Conversation • Follow-up task
30+ YEARSrunning a real contractor business
WE KNOW THE BUSINESS BEHIND THE BUSINESS
Built by a contractor. Not a marketing theorist.
I’m Keitha Scarfo. I have run the office, customer communication, websites, advertising and follow-up behind our family roofing and construction company since 1993.
I built Steel & Stiletto because small-business owners do not need more disconnected tools. They need marketing that brings in the lead, answers quickly and keeps following up until the customer books.
Let me look at your business →WHY STEEL & STILETTO
One company. One strategy. Everything connected.
We build the whole path
Your website, ads, forms, calendar, CRM and follow-up work together instead of fighting each other.
We measure what matters
Not likes. Not pretty reports. Calls, appointments, estimates, sales and return on investment.
WHAT WE DO
Our Core Services
Professional digital marketing and business-growth solutions designed to improve your brand, reach the right customers and turn more leads into paying work.
Digital Marketing
Complete Google and Meta marketing strategies built around calls, forms, appointments and measurable sales.
- Google and Meta Ads
- Email and text campaigns
- Conversion tracking
Roofing Lead Generation
Dedicated campaigns that help roofers create their own lead flow instead of buying the same shared leads as everyone else.
- Roof replacement leads
- Repair and storm campaigns
- Landing pages and retargeting
Website Development
Custom, responsive websites built to look professional, answer customer questions and turn visitors into inquiries.
- Business websites
- Landing pages
- Forms and calendars
Branding & Identity
A consistent professional presence across your website, advertising, social media and customer communication.
- Brand positioning
- Visual direction
- Marketing materials
SEO, AEO & GEO
Technical and local optimization that helps your company appear in Google, voice answers and AI-generated results.
- Local SEO
- Answer-ready content
- Schema and citations
Social Media & Follow-Up
Content, lead capture and automated communication that keeps your business visible and your opportunities moving.
- Social planning
- CRM and pipelines
- AI text and email follow-up
SMALL TEAM. SERIOUS CAPABILITY.
You work with us—not a giant agency.
Keitha leads the strategy. Jessie builds and manages the GHL systems. Our virtual AI specialists support research, automation, campaign preparation and lead follow-up under Keitha’s direction.
FOUNDER • STRATEGY • CONTRACTOR MARKETING
Keitha Scarfo
Forty years in roofing and construction. Keitha directs the marketing strategy, audits, websites, advertising, lead systems and client communication.
- 40 years in roofing and construction
- 25 years as a general contractor
- Web, ads, AI and business systems
GHL PROFESSIONAL • PHILIPPINES
Jessie Castro
Jessie builds and supports the connected system behind the marketing so new leads move into the CRM, pipelines and follow-up correctly.
- GHL setup and management
- CRM, pipelines and workflows
- Forms, calendars, text and email automation
OPERATIONS & ADMINISTRATIVE SUPPORT
Salvation Odika
Salvation helps keep daily operations organized, projects moving, and leads followed up. She supports the behind-the-scenes work that keeps a busy business running.
- CRM management and lead follow-up
- Workflow setup and process documentation
- Automation quality review
AI AUTOMATION ASSISTANT • VIRTUAL
Stella
Stella represents the automated systems working behind the scenes to respond faster, organize opportunities and keep leads from falling through the cracks.
- Instant lead-response support
- Pipeline and follow-up assistance
- Appointment and communication workflows
Steel & Stiletto stays deliberately small so your money goes toward building your marketing and improving ROI—not paying for a large agency’s overhead.
EVERYTHING UNDER ONE ROOF
The complete system we use to run our own businesses.
We do not hand you software and disappear. We set up the parts your business needs and make them work together.
Professional WebsiteLanding PagesRoofing Lead FunnelsCRMSales PipelinesOnline FormsBooking CalendarsMissed-Call Text BackTwo-Way TextingTwo-Way EmailAI ChatbotAutomated Lead NurtureAppointment RemindersCall TrackingCall RecordingGoogle AdsMeta AdsConversion TrackingGoogle AnalyticsReview RequestsReputation ManagementEstimatesInvoicesOnline PaymentsSocial Media PlannerEmail CampaignsText CampaignsContact ManagementWorkflowsDashboards & Reporting
WHAT WE BUILD
Marketing systems made for real service businesses.
Local visibility + lead capture
Website + follow-up system
CASE STUDY
What happens when the pieces finally hold hands.
One lead path from first click to booked appointment.
THE PROBLEM
Good leads were scattered across calls, forms and messages.
No clear follow-up. No reliable tracking. No way to see what advertising actually produced.
→
THE SYSTEM
One website, one CRM and one consistent follow-up process.
Every inquiry enters the same pipeline, receives an immediate response and stays visible until closed.
0In business since
0CRM contacts
0Core marketing services
1Connected system
WHAT YOU CAN EXPECT
Clear advice. Honest answers. Systems that make sense.
The truth about what is working, what is wasting money and what should be fixed first.STRAIGHT ANSWERS
Marketing built around the way contractors and small businesses actually answer, sell and serve customers.REAL-WORLD STRATEGY
HOW IT WORKS
From scattered marketing to one working system.
- 01
Audit
We find the gaps in your website, visibility, ads, tracking and follow-up.
- 02
Strategy
We decide what will make the biggest difference first.
- 03
Build
We create and connect the pages, campaigns and automation.
- 04
Improve
We track what produces real opportunities and strengthen it.
WAYS TO WORK WITH US
Start where your business needs help most.
FREE
Online Marketing Audit
$0A public-facing review of your website, Google presence, calls to action and obvious lead leaks.
Request AuditDIAGNOSE
Business Breakdown
$595A private 90-minute working session to find where leads, time and money are being lost.
Book BreakdownBUILD
Custom Marketing System
CustomWebsite, SEO, advertising, CRM, automation and follow-up based on what your business actually needs.
Talk With KeithaQUESTIONS, ANSWERED
What business owners ask before we start.
Who do you work with?+
Roofers, builders, remodelers, HVAC companies, plumbers, electricians, specialty contractors and small service businesses across the United States.
What makes this AI marketing?+
We use AI where it is useful: research, content support, lead response, follow-up, organization, reporting and repetitive work. The strategy and customer experience remain human.
Can you fix the website and systems I already have?+
Yes. We first audit what you own, what works, what is broken and what should be connected before recommending a rebuild.
Do you manage Google and Meta ads?+
Yes. We can set up, manage and track Google Search and Meta campaigns, including the website conversion path and follow-up after the lead arrives.
Do you serve businesses outside South Carolina?+
Yes. We are based in Newberry, South Carolina and work remotely with contractors and small businesses throughout the United States.
FREE EBOOK
Stop running your marketing from scraps of paper.
Get The AI-Powered Contractor and learn practical ways to save time, follow up faster and use AI without overcomplicating your business.
LATEST INSIGHTS
Marketing advice written for business owners.
Do you actually own your website?
The accounts and access every owner should control before spending more money on marketing.
Ask for an ownership audit →Why good ads still fail
Ads cannot fix a slow website, broken form or follow-up process that lets leads disappear.
Check my lead path →AI does not replace customer service
It helps your business answer faster and stay consistent while real people build the relationship.
See what can be automated →FREE ONLINE MARKETING AUDIT
Let’s find out what is costing you leads.
Send your website or Google Business Profile. Keitha will look at the public side of your marketing and tell you where to start.
803-609-7587hello@steelandstilettoconsulting.comNewberry, South Carolina • Serving businesses nationwide
SERVICE AREAS
Based in South Carolina. Built to serve businesses everywhere.
AI marketing, contractor websites, local SEO, paid advertising and lead follow-up systems for businesses in South Carolina, North Carolina, Georgia, Florida, Virginia and across the United States.
South CarolinaNorth CarolinaGeorgiaFloridaVirginiaNationwide