The Google Map 3-Pack is valuable real estate for roofers and other small businesses with an online presence. Most local clicks occur within the Map Pack on Google, and roofers can make or break their business. With that said, illegitimate addresses can ruin your entire operation. Why? Google reserves the right to ban fake addresses from Google My Business. And they’ve been exercising that right more and more in recent months. Exploiting Google Maps is not your right as a business owner. Sure, it may work temporarily, but ultimately they will ban your listing.
Why Roofers Should Not Exploit Google My Business
It’s not just roofers, but various contractor businesses attempt to exploit Google My Business with fake addresses. Sometimes the violations are less egregious, like when putting a real PO Box is your address, and other times they are flagrant, like when claiming a random shared space you found online. Roofers want to make money and grow their business online, and sometimes they are willing to push the envelope to accomplish goals. Unfortunately, it doesn’t work out well for those contractors. Google bans fake addresses and may restrict the entire account associated with those listings. You may lose your legitimate address in the process of trying to claim fake ones.
List of Address Types Google Rejects
Google doesn’t care that a sign exists in front of your shared space or flex space. They certainly don’t care that you pay for a PO Box or virtual office. Their standards are evident in the Guidelines for representing your business on Google, strictly prohibiting multiple listings without storefronts. Take a look at the rejected address types below:
Flex space
PO Box
Virtual Office
Shared space
Things Roofers Need for a Legitimate Google My Business Listing
As a roofer, you have two choices, a storefront business or a service area business (SAB). Contractors working out of their home can register a single SAB on Google My Business (that means one and only one). Google still uses your address for proximity, but the users can’t see the address for privacy reasons. A storefront address is viewable for the public and gets a defined marker on the Google Map. If you choose a storefront business, you must have the following:
Legitimate address
Visible and proper signage
Registered business name
Legitimate Addresses Produce Superior Results
Roofers who attempt to exploit GMBs are risking their entire business. The shameful part of it is that they can produce high-quality leads without breaking the rules. At Roofing Webmasters, one of our clients used a comprehensive SEO plan to appear prominently in their hometown. When a hail storm hit nearby, they received over 1,500 calls. They will retire off that single hail storm that occurred in a town with less than 50,000 people. Imagine if a hailstorm hits a highly populated town? Doing things the right way pays off in the end.
Get Started With Roofing Webmasters
One way to show up better on Google Maps is to use our proprietary software called BrandREVU. Our software empowers roofers to snap photos of each job and upload them to the BRandREVU app, which then automatically populates them onto the appropriate web pages and requests reviews from the services customers. As you accumulate more reviews and targeted web content, Google improves your local ranking position. We do high-end work for roofing companies with legitimate business practices. Contact us today to start increasing web visibility.
At Roofing Webmasters, we get calls from prospective clients who question whether it’s possible to reach their competitors’ success level. The reality is that on the internet, nobody knows the full history of a business. Sure, reviews matter. Reputation matters. But a 10th year, 2nd generation roofer with a terrible website and no reviews will not benefit from their tenure. People simply don’t care because they don’t know. You can quickly close that gap as a 1st or 2nd year roofing company with a robust website, fabulous logo, and frequent reviews.
Removing False Narratives
Some people call it future-tripping or preconceived notions. But roofers coming up with reasons why their business can’t succeed is a limiting thought. Sure, competitors may have an advantage in tenure, but that doesn’t mean they’re spending thousands on their marketing campaigns. The noise in your head is often a fear-based mechanism that reduces your ability to grow. The good news is that at Roofing Webmasters, we’ve helped new clients become rockstars within only 12 months. Some roofers have left their parent roofing company and branched off as their own. They’ve found great success with SEO, web design, reputation management, and other marketing techniques.
Consumer Sees Rockstar; Google Sees Activity
Perception matters online, and whether you are a relatively new roofing company or a tenured one, your digital presence can make or break how consumers view your business. In the same breath, Google refrains from ascribing such designations to any company. Instead, they look for activity, like branded signaling. While consumers look at your logo, web design, content, and services, Google notices your activity on GMB, Facebook, your website, and other digital properties. When these two agendas merge simultaneously, roofers can become marketing rockstars within six months.
At Roofing Webmasters, we get calls from prospective clients who question whether it’s possible to reach their competitors’ success level. The reality is that on the internet, nobody knows the full history of a business. Sure, reviews matter. Reputation matters. But a 10th year, 2nd generation roofer with a terrible website and no reviews will not benefit from their tenure. People simply don’t care because they don’t know. You can quickly close that gap as a 1st or 2nd year roofing company with a robust website, fabulous logo, and frequent reviews.
How Roofers Control Their Online Narrative
So how do roofers close the gap between new companies and tenured ones? It’s simple. Place your resources towards marketing levers that move the needle. These include organic search, branding, and lead generation. Sure, PPC and pay per call can also help roofers in the short-term, but the SEO and branding components make the difference in regards to online presence. Addressing these crucial components allows for relatively new contractors to dominate long-time roofers.
Organic Search
SEO helps roofers rank on Google SERPs, which gets free clicks to your website and other digital properties (like Google My Business). A high percentage of clicks come from the Local 3-Pack, which means you’ll need a strong organic presence with both your website and business listing. Free traffic is the best traffic, and not just because there’s no cost. Visitors who click directly on your properties are more likely to engage with your company and become repeat customers. It’s far superior to plucking one-time jobs from PPC ads. The organic and GMB aspects work together to strengthen your online brand.
Branding
Speaking of brands, Google pays quite a bit of attention to branded signals. It doesn’t matter necessarily how long you’ve been in business,s but more so that consumers are engaging with your brand. Branded engagement can manifest itself in various ways. Are people searching for your name online? Are they finding favorable reviews on Google and Facebook? Do they like your posts on social media and other online platforms? Roofers can attain each of these signals and reach the top of the mountain for pure domination.
Lead Generation
Exclusive leads are always the best for roofing companies, and that’s driven home when you experience the difference in call quality. For example, PPC calls are usually people who don’t care much about your brand. That isn’t good when you need to repeat customers. Furthermore, PPC leads will cost money each time. If you buy leads from a 3rd party vendor, their brand gets all the signaling and will benefit from the repeat business. There’s no disputing that leads from organic sources provide the highest ROI for roofing contractors in 2021.
Most roofing contractors covet high-quality leads for their business. For those who’ve been in the industry for a long time, they know that hail storms often spark an increase in estimate and inspection requests. But those calls typically go to only a few roofers within the damaged community. So how do you become one of those roofers? One of Roofing Webmasters’ top clients recently reaped the rewards of a storm in their primary service area.
Lead Sources for our Client
As you can see from this breakdown, organic searches are the top lead source. But a highly diverse set of leads came in through various channels. It’s important to realize that even on non-organic clicks, the user still found the phone number on the website or Google My Business page. That’s where reviews, reputation management, and brand optimization become critical. This contractor was already well-known in their community and had plenty of social proof to confirm their standing.
Google Maps 3-Pack Clicks
15%
Organic Search Clicks
10%
Real Estate Agent Referrals
10%
Insurance Agent Referrals
10%
Facebook Advertising
10%
Nextdoor Advertising
10%
Yard Signs
10%
Trucks & Neighbors
10%
Church Members
7%
Pay Per Click Advertising
3%
Level 2 Branding
Organic search is hands-down the best return on investment for roofers. Organic refers to both traditional organic search results and the local 3-pack. However, the second-best ROI is something called Level 2 Branding. It may not work as quickly as PPC, but it provides a far better long-term return. Our client received several hundred hail damage leads in large part due to Level 2 Branding.
What is Level 2 Branding?
Level 2 Branding is a compilation of high-return marketing efforts, including referral partnerships, pixel tracking, and selective online advertising.
The Long-Term Impact of Level 2 Branding
Level 2 Branding has impressive long-term benefits over time. It may take a hail storm to reveal the real impact of its reach, but even without storms, it outperforms PPC advertising.
Why PPC is Overrated
This roofing client shows that PPC is highly overrated for lead generation. This customer cleaned up on hail damage leads, and only a small percentage came from PPC. With years of data to support our claim, SEO and Level 2 Branding dominate PPC across the board. It helps if you have yard signs, truck wraps, and a community presence in churches and other local intuitions. PPC can never make up for branding in the world of lead generation.
At Roofing SEO Webmasters, SEO services are our passion. We talk about digital marketing as much as we can. But beyond SEO, we like helping roofing contractors make their businesses stand out. And an integral part of any marketing strategy that distinguishes yourself from other roofers is a good slogan.
But coming up with a memorable slogan and conveying the message that you want to send is easier said than done. You know what we mean for anyone who has ever sat down and tried to brainstorm slogan ideas.
So we were excited to compose today’s post because it covers a topic that we usually don’t get to go in-depth with and allows us to flex our creative muscles. Today we are going to share with you some of our ideas for roofing company slogans.
“Putting a Strong Roof Over Your Head”
A lot of roofers like to emphasize that they do quality work. And quality is vastly important when it comes to roofs. People want to feel secure that their home or business’s first line of defense against the elements is sturdy.
The mantra is an excellent slogan for a couple of reasons. One, it conveys the message of strength and reliable protection that people want. Two, it doesn’t pigeonhole you into exclusively residential or commercial work. “Putting a Strong Roof Over Your Head” could be referring to a home or a business.
“There When you Need Us”
One of the homeowner’s greatest fears is a compromised roof. And for business owners, a collapsed or leaking roof could mean that they have to shut their doors. “There when you need us” is a great roofing company slogan for any contractor that offers emergency roof repair service.
But its a more versatile slogan than that. Yes, there is the apparent reference to emergency roof repair, but it also speaks of your commitment to helping people in their time of need. The saying in question would be a fitting slogan for any roofing contractor that emphasizes customer service.
“Roofing the Way it Should Be”
Unfortunately, there are some unscrupulous roofers out there who don’t mind cutting corners. And unfortunately, there are home and business owners out there who have been burned by said unscrupulous roofers.
“Roofing the Way it Should Be” tells your customers that you understand their trepidation but, more importantly, that you go out of your way to do right by your customers. This slogan immediately speaks of quality and an understanding of what your customers seek.
“Giving you the Roof you Need”
We think this slogan would be great for any roofing contractors who do complex or specialized work. Many properties have specific needs when it comes to the roof, and this slogan lets customers know that you can deliver no matter how complicated the job may be.
But it’s another versatile slogan that can mean many things to different customers. Maybe the roof a homeowner needs is not so much specialized as it is vital. Perhaps someone is looking for an aesthetically pleasing roof. “Giving you the Roof you Need” appeals to many consumers by speaking to their perceptions, making it useful for many purposes.
“Experience, Expertise and Exceeding Expectations”
These 4 “E’s” pack a punch. The saying is simple, straight to the point, and who doesn’t love alliteration? The simplicity conveys exceptional skill and attentive customer service.
The above saying would be an excellent (and the alliteration continues) slogan for a company with several years in the roofing industry and values customer satisfaction.
“Roofing Made Easy”
A lot of people dread dealing with roofing maintenance, repairs, and inspections. The process is often lengthy and complicated – especially if insurance companies are involved. This slogan allays the fears that many people have about roofing work – that it’s time-consuming and stressful.
This saying, or something like it, would be a good slogan to use if you offer roofing insurance claims to help or make an effort to make the process as simple as possible for your customers.
How Slogans Help Roofers Generate Leads
These slogans are yours to utilize as you see fit. But in general, we wanted to use these to help spark some of your ideas. You can also use these slogans as a jumping-off point to help you give voice to your unique message. Roofing companies with catchy slogans will generate high-quality leads. Remember, it pays to stand out in the roofing business.
And if you need help with more than just slogans for your roofing business, we can be of service. Let us increase your business through strategic digital marketing. As a full-service digital marketing agency, we provide SEO, Web Design, Reputation Management, and PPC. Contact us today to learn more,
The commercial roofing industry is very competitive. The competition stems from local saturation. For a commercial roofing business, the local area could have dozens of similar companies, with each of them vying for the same commercial roofing leads. So how do you become the proverbial “big fish” in a vast ocean?
What separates successful commercial roofing businesses from unsuccessful ones is typically marketing. Marketing, particularly SEO for roofers, is what will help your business stand out amid hundreds of competitors. Without a proper digital marketing strategy in place, you will be fighting an uphill battle in this increasingly internet-oriented world.
To that end, the statistics are astounding. A study presented by Statista found that a third of all internet consumers use a search engine to find local businesses every day. The next highest group was 16% who reported using the internet to find local companies multiple times a week.
People are asking to find your business. But is yours visible? The fact is that you need a specific online presence if you want your business to survive. Digital marketing is, therefore, crucial to the success of your business.
In the following post, we will go over some of the most effective digital marketing strategies for commercial roofers. These are the strategies you must know and implement to generate more leads, convert more customers, and dominate your local market. Let’s take a look at an updated guide for commercial roofing marketing strategies:
Table of Contents
Increasing Visibility
We start with an elementary yet chiefly important aspect of any digital marketing strategy. You can’t have any hope of gaining more customers if they can’t see you online. And increasing your visibility can be as simple as setting up a profile on sites like Angie’s List and Yelp. But you will also want to invest some more time to create business listings on Google My Business, which 64% of online consumers report using to help them find local businesses. Google My Business should be your first effort in terms of increasing your online visibility. But remember that even people who think they have an excellent online presence can probably still improve it. Many commercial roofers fail to think about smaller but still relevant sites like HomeAdvisor and the Better Business Bureau, which boasted 183 million local business searches in 2019 alone. It’s straightforward: the more places you have profiles on, the more chances people will have to notice your company.
Showcasing Reviews & Reputation
Ask yourself this question: how many people do you know that don’t ever read online reviews? The list you come up with will probably be pretty small. In an age where a whopping 91% of consumers report reading online reviews on at least an occasional business, you can’t afford to have reviews posted on your website and various business profiles. People must leave reviews for potential customers to gain the information and confidence they need to hire you as their commercial roofer. So you have to make it easy for them. Again, it would be best if you started with your Google My Business profile. Obtain a short linkto the page where your customers can leave reviews. Post that link on your website and various business profiles and include it in emails. Reputation management software like BrandREVU can streamline the process. Don’t be afraid to ask your customers for reviews directly, either. Most people will write a review for you if you ask them.
Reviews are gold in marketing, and your strategy needs to emphasize them. Of course, you will want mostly positive reviews, but you should avoid perfect 5-star ratings. Studies have shown that people tend to be suspicious of companies with perfect ratings. You want to hover around 4.2 and 4.8 stars in general.
Interacting With Customers
This next commercial roofing marketing strategy sort picks up the baton from our last point. It’s not enough to get reviews; you have to reply to reviews as well. Google has recently updated their Google My Business support page to include a section that explains the importance of reading and responding to reviews. It is especially important to respond to negative reviews. Responding to negative reviews shows consumers that you care about their satisfaction and are willing to correct mistakes. If you only have time to react to specific reviews, make sure you select negative reviews.
But interacting with your customers shouldn’t stop at reviews. There are plenty of ways to reach out to current and potential customers through Facebook, Instagram, and Twitter. Make sure that you are creating new posts regularly. Ask your followers questions, spark discussions, create questionnaires – anything that allows you to interact with them, and show that you care about their opinion. Studies have shown that people are more willing to spend more money on companies that they perceive to put a premium on customer experience.
Producing & Marketing Content
Content marketing is an extremely efficient strategy. It generates three times as many leads as traditional outbound marketing strategies, and it costs less than half on average. And content marketing can be especially helpful for commercial roofing businesses. That’s because there is a wealth of content opportunities in this space. A blog where you write posts like “The Best Ways to Maintain your Commercial Roof” or “When do you need a New Roof?” would probably be the easiest route to take with content marketing. But how-to videos are also effective forms of content marketing.
Remember that the goal of content marketing is to draw people to your website or business profile page. Secondly, you should emphasize providing some value to your customers. Content marketing can be DIY, or you can hire a professional marketing team to help you flesh out your strategy. Either way, it is a crucial investment that can yield healthy returns.
Choosing The Right Target Keywords
Keyword research is a must for any digital marketing strategy. You have to know what keywords people are using to search for the services you offer and implement them strategically. Google Ad Words is a valuable tool that can help you do basic keyword research for your business and services. But working with a team that can provide in-depth competitor analysison keywords is also a good idea.
And knowing the keywords is only half the battle. Using them strategically in your content and in any ads you run is equally, if not more, important. Another general rule of thumb is that longtail keywords with the name of the city you service are valued highly by search engines. So your primary keywords should include the name of the town and the state in which you operate. Geo-targeting will help with local SEO and make it easier for your target market to find you.
Establishing a Social Media Presence
Social media marketing is a powerful tool for roofing companies. It covers all the most critical aspects of marketing: reputation management, customer interaction, advertising, and visibility. You should be posting on your Facebook and Instagram profiles regularly. But posting just any type of content won’t do the trick. Your social media marketing has to be focused and purposeful. Take a look at some tips for effective social media posting:
Have a Purpose – Each post you compose should have a goal. Maybe you are rolling out a new commercial roofing service and want to let your customers and potential leads know about it. Or perhaps you are offering your services in a new city. Whatever the situation may be, be sure to stay on target with all of your social media posts.
Utilize Facebook Live – Facebook Live provides a lot of businesses with an exciting and effective way to engage with their target market. But as a roofer, it can be challenging to figure out how to utilize this tool in a relevant manner. Consider conducting a Facebook Live feed at the beginning and the very end of a project. Think of it as a before and after feed that will keep your community enticed to see how the project turns out. After all, people love good before and after content.
Avoid Excessive Promotion – Facebook has cracked down on posts bundled with ads. As much as you want to promote your business, be sure that your posts provide some value to the reader first and foremost.
Work with Commercial Roofing Marketing Professionals
Here at Roofing SEO Webmasters, we focus on businesses in the roofing industry. Our specialized experience and the broad array of marketing services we offer make us the right choice whether your company is just starting or is already well-established. We know how to help commercial roofing companies succeed through effective marketing strategies like those we mentioned in this post and many more. We even help residential roofers expand into commercial roofing to multiply their customer acquisition. Reach the next level of success with our digital marketing services.
Things have changed quite a bit since Nolen started Roofing SEO Webmasters 10 years ago. At that time, roofers would often call looking for “Roofing SEO” or “digital marketing for roofers.” After years of being screwed around by trash marketing, things changed. In 2020, most people inquire about roofing leads. While leads are certainly a valuable currency for contractors, it is essential to differentiate a quality lead from a harmful one and find a lead source that consistently produces the former.
Avoiding The Roofer Gig Economy
Living lead to lead puts roofers in a gig economy scenario. That’s one of the most significant downsides of buying roofing leads from lead brokers. While sources like HomeAdvisor may produce a quality lead now and then, the process of fighting for shared leads over and again takes its toll on any business. Roofers who generate consistent, high-quality leads from their digital properties are the ones who go out on their boat trip each year. You can do the same if you avoid trash leads.
Go for Branded Leads
Branded roofing leads are the best available. What does branded mean? It means the consumer found your services through one of your branded properties. Offline, this might be a lawn sign or a billboard. Online, a property can be any digital asset, including a website, a business listing, or a social media profile. Branded leads are exclusive and have a much better chance of creating repeat customers. Word of mouth is another branded channel, and one created through reputation management.
Focus on Organic Search
Typically, roofers look for the cheapest leads. Sometimes they forget to consider the ROI of those leads and how sustainable they are going forward. Leads from organic search provide the best ROI for several reasons. First, they are “Free” to acquire. Unlike PPC, organic clicks don’t cost money per click. Once you establish a presence on top of search results, you receive regular clicks for no fee. Over-time, free clicks that become repeat customers double, triple, and even quadruple your ROI.
Don’t Forget The Local Map Pack
Sometimes “organic” search results are confused with only being the ten blue links beneath the ads and map pack. That’s not the case at all. Map listings are “organic” search results, and it is critical that roofers appear in the top 3 (in their service area) for consistent lead generation. Leads from the map pack are even higher quality than traditional organic links. Since GMB listings include reviews, contact information, and the precise location, consumers who call are almost certain to become a repeat customer. All you have to do is perform great roofing services, and they are yours for life.
Branding + SEO = Lead Generation
Once roofers understand that branding directly translates to lead generation, they begin to invest in SEO. You can check out our roofing SEO guide to learn more about the exact process and how it can help your roofing company. Ultimately though, the change in philosophy must be rooted in a desire to achieve more remarkable results and earn more revenue. Roofing companies can choose to dominate their service area online or resort to a gig economy business style that barely keeps them afloat. The choice is yours. Click the play button below to listen to the full podcast, or subscribe here.
Most roofers understand the importance of roofing leads, in general. However, targeting a commercial audience for leads can be quite challenging, especially if your roofing company is the new guy on the block. With thousands of competitors around the country, how is your business to stand out and earn commercial roofing leads? While there’s no shortage of ways the clever can start earning clients, we’ve crafted a helpful list of 17 practical strategies for your team.
Idea #1: Competitive Analysis
One of the fastest ways of identifying opportunities for more robust roofing leads generation is to compare your strategy to other competitors in the industry. Frankly, it can be challenging to pick apart our company weaknesses, mostly when you’ve spent so much time willing it to succeed. That’s why an honest look at an opponent opens up new doors so frequently.
For one, previous marketing research informs your target competitor’s strategy. Staying up-to-date on modern concepts allows your business to tackle new ideas with more confidence. Now, this inspiration can come from competitors both on a local level and at a national level. Take some time to keyword search (ex: “commercial roofing repair in San Jose, CA”) in your local area first. While there’s a lingering temptation to go after national-level keywords right off the bat, local businesses are typically your most important competitors.
Second, a competitive analysis gives you the threshold that you’ll need to beat to rank up in Google Search. We’ll talk more about this in a little bit.
High Ranking Experts Outside Your Service Area Can Still Offer Valuable Ideas.
Local SEO
Idea #2: Study Top Local Opponents
Do you ever wonder how those lucky few in the local pack managed to secure their spots? While Google rarely provides detailed advice on how to take advantage of their SERP (search engine results page) features, it’s easy to glean some information from the current top performers. Even before starting a more in-depth inspection, you can know that these top performers have thoroughly completed their Google My Business profile. That’s a must for ranking.
As we’ve mentioned in our podcasts, you don’t have to be perfect to compete in roofing SEO. You only need to be better than everyone else in your service area. Start by crafting a simple baseline strategy that the majority of your competitors are following.
What keywords are they using?
How old is their business?
Do they offer insightful pages for each service they provide?
How often do they blog?
Is their website design straightforward and easy to navigate?
Other Competitors
Idea #3: See Other Industry Champions
Don’t limit your sources to roofers in your immediate service area. Go ahead and expand your competitive research to other high ranking businesses in your state (or even beyond). See if you spot new keyword combinations and helpful design features that your local rivals haven’t adopted yet. These could be some powerful tools for earning commercial roofing leads.
You can even analyze major industry publications for ideas. Magazines are especially adept at crafting “listicle” articles, which rank for dozens of relevant keywords. These resources provide valuable insights and guides for potential commercial clients, and they bring invaluable traffic to your website. While there are many paths towards ranking #1 in Google, a listicle could earn you a featured article slot. That’s one of the most prestigious awards and positions Google awards in SERPs.
Beat the Baseline
Idea #4: Beat Your Competitors’ Baseline
Examine website design, advertising platforms, and content marketing quality. Are they focusing on Google Ads, or are they spreading their budget through multiple channels? It’s easy to tell how much effort a company puts into a website, but it might take some keyword searches to find where they advertise.
There are a handful of tools most businesses can use to get ahead.
Diversified Keyword Strategies
Schema-Rich Website Design
Consistent, Diverse Reviews Collection
Ongoing Content Production
Remember, you’re going up against experienced companies. They probably already have a handful of very positive reviews and a decent website backing them up. You have to top these businesses, not just imitate them. You must be willing to go the extra mile while providing the excellent services that all long-term successes do.
Idea #5: Low-Cost Social
If a channel provides commercial roofing leads at a low cost, why not give it a try? That’s the logic that’s driven thousands of companies towards social media. While homeowning consumers are particularly keen to explore social media for their essential roofing services, commercial organizations aren’t far behind. Your roofing company’s social media profile offers an open invitation to anyone curious about your brand.
Are your social accounts encouraging new commercial roofing leads or preventing them?
Is Your Facebook Business Page Ready to Take on Commercial Roofing Leads?
Idea #6: Reassess Your Facebook Business Profile
While new platforms and enticing features continue to pop up, Facebook still enjoys an enormous user base (in the billions). With such extensive volume, it only makes sense that a few local commercial roofing leads could trickle down to your Facebook Business profile. When they get there, will your profile be ready to receive them?
If you haven’t gotten around to completing these portions yet, try to do so as soon as possible. You may have missed a lead or two, but these are easy fixes that a potential commercial client would appreciate.
Ad retargeting uses cookies to track website visitors once they leave a specific site. A Facebook Pixel notes the user activity on the tracked website and generates a related ad for that user. That’s why you often see ads for marketing companies after visiting their sites. These retargeted advertisements enjoy a much higher rate of conversion, which is what makes them so prevalent.
Facebook offers valuable demographic data to speed you on your advertising way, making it even more appealing for many businesses. If you haven’t tried your hand at Facebook Ads, it’s worth the small learning curve.
This Team Continues to Post to Instagram on a Regular Basis. (Baker Roofing Company)
Idea #8: Get Hyper-Visual With Instagram
As Facebook’s more visually-oriented sister platform, Instagram offers unbelievable opportunities for earning commercial roofing leads. It’s the perfect place to show off your team’s craftsmanship skills and handiwork. Posts use images or videos, with captions offering room for relevant keywords. According to Statista, Instagram’s user base projects to rise to 125.5 million in the U.S. alone by 2023.
Let your custom photos tell the story of an expert roof replacement or original installation.
You can spend a little time each month, uploading quality photos and videos from your latest projects. Try to paint a broad picture of your team’s commercial work. Promote your most compelling work into custom ads. Instagram grows more and more essential as younger generations climb the workforce ladder. Having a presence ready for them will undoubtedly funnel some commercial roofing leads your way.
Idea #9: Expertise Branding
There are thousands of commercial roofing companies out there. What separates your brand from the rest? Perhaps you’re a seasoned expert in metal roof construction, but (again) so many roofers offer metal installation. The way you present that expertise can make all the difference in generating commercial roofing leads.
Turn your expertise into a branding tool for your business.
Employee Branding
Idea #10: Advertise Your Employees
Your top roofing professionals are more than just employees. They’re the face of your company. Please think of the countless roofing projects they’ve installed, repaired, and restored over the years. Instead of promoting a service, what if you boosted the seasoned professionals behind the service?
Take a little talent inventory to see what sort of experience you could showcase. This advertising method isn’t for businesses with constantly shifting personnel, but it’s perfect for companies with many long-time employees. Try going beyond the traditional “About Us” or “Meet the Team” pages and linking your employees directly to their areas of expertise. Have a green roofing pro that you’re incredibly proud to call an employee? Tie them into a relevant service page, and sprinkle in some related keywords.
Expert Content
Idea #11: Turn Expertise Into Content
Your seasoned roofing professionals have so much insight to offer. They’ve probably answered the same old questions hundreds of times, too, making them an excellent resource for lead-driving content. You don’t need them to write a 5,000-word blog post, but they probably have some interesting facts and quotes to enrich your next how-to article.
Take 10 to 15 minutes. Have your content writer and project expert talk through some of the popular questions your commercial roofing leads are asking. Whether it’s metal roofing or PVC installation, your roofer’s expertise offers the sort of fresh insights that rank well in local search. Present it in an optimized format, and chase after those featured snippets we talked about earlier.
When the article is ready, add your roofer’s name and bio to the publication.
Promotion
Idea #12: Promote Your Content
Articles, guides, and how-tos all have a lifespan of their own. How you manage that content during that lifespan ultimately determines what sort of traffic you get out of them. If you want to generate more traffic and commercial roofing leads for your business, try taking your best content resources and harnessing them as advertising tools.
There are so many ways to advertise and promote your content
Share them as downloadable e-books on & off your website
Promote the content on Facebook
Create Instagram stories
Could you share them with an industry publication?
Idea #13: Hunt the No’s
Understanding why people turn down your outstanding services is an essential part of persuading them in the future. We all have our reasons for saying “No.” Whether the root lies in fear, distrust, or simple confusion, there are ways to overcome initial disinterest. Hundreds, sometimes thousands of consumers come across your website every day, but commercial clients often have different reasons for giving the big “No.”
Reasons Commercial Prospects Say “No”
Their company budget can’t handle an expensive roof service.
They need further encouragement that your company is the right choice.
They aren’t in the purchase phase of their study.
There’s a negative perception your company must overcome.
There’s confusion or uncertainty regarding the right solution.
Thankfully, you can address many of these potential “no” sources right within your website design and local search content. Roofing companies unknowingly create all sorts of reasons for doubt as they promote their services. Grammar errors, unnecessary jargon, and lack of clear descriptions establish more distance between your readers and their destiny as commercial roofing leads.
Uncertainty
Idea #14: Eliminate Fear of Uncertainty
There are dozens of facts, points of comparison, and internal company matters to consider when a business needs a new roofing system. All those considerations add up to a whole lot of uncertainty, which naturally creates resistance to big purchases. Think of every concern as a brick that lays between your prospect and saying “yes” to a new roof.
What if you could eliminate most of that uncertainty?
The process begins with your company providing clear and consistent information. Where does your service area lie? Does your roofing team provide the necessary solution and requisite experience to perform the job? Answer these questions directly (and honestly, of course). Many businesses unintentionally confuse would-be clients by mixing up their service hours and solutions across their various listings. While they update their website or Facebook page regularly (for instance), they may neglect other sources that you can maximize.
Loss-Aversion
Idea #15: Minimize Fear of Loss
A commercial roof replacement is more of a fleeting expenditure. It represents a significant investment in a building’s energy-efficiency and weather protection. For some, a replacement also means substantial disruption to day to day operations. When the time finally comes for a business to undergo this critical project, there’s no room for error or wasted effort.
Your business can do many things to mitigate the fear of loss for potential clients. The most potent tool is feedback from past customers. Homeowners and business owners alike increasingly rely on online reviews and word of mouth in the decision-making process for essential services. Back in 2015, half of adults under 50 already consulted online reviews before making purchases (Pew Research). That segment only grows as we head towards 2021. Continue to ask businesses for reviews after each project, and you’ll notice that commercial roofing leads are much less hesitant to convert.
Generous warranties and careful expectation setting go even further to turn “No’s” into clients. Take some time to establish the time and resource requirements of your project. You’d be amazed how much clients appreciate this and how often it shows up in reviews.
Repurpose
Idea #16: Identify Losing Content
Local SEO is an ongoing process. That’s particularly true for promoted business practices regarding website content and keywords. A page that ranks at the top of local search results today may require serious updates to maintain that position down the road. That’s why continued research into Google Analytics is so essential for your website.
Take time every quarter to inspect your website metrics and identify underperforming pages. This content may show a few signs of decay:
Lowered page visits over time
Increasing bounce rates
Increasing exit rates
Dropping time on page
When you discover a weakly-performing page, please don’t rush to scrap it. Some of the most value-driving industry content comes from repurposed, consolidated, and re-released pages. You can use premium guides from past years, update them, and watch the commercial roofing leads come in.
Idea #17: Experiment With CTAs
Your calls-to-action (CTAs) have much more power than you realize. In a series of fantastic CTA case studies, Moz showed that changing the offering, hook, or phrasing of a call to action can turn a dormant page into a highly productive lead generation tool. If you are unfamiliar with the science behind CTA design, you need to read these fantastic resources.
Calls to action rely on four key elements:
Clarity on the services offered
Placement in the page
Timing in the user’s buying cycle
Motivation to answer the call
A well-crafted CTA acknowledges where a potential user is in their buying cycle while clearly outlining the services’ value. It stands out from the rest of the page, and users have little friction preventing them from answering the call. Experimenting with new CTAs presents opportunities for huge conversion rate improvement.
How can you re-word your call to action to turn interested readers into commercial roofing leads? Do your downloadable resources provide enough value to deserve a company’s email? These are the sort of questions you’ll need to ask as you experiment.
Find Your Commercial Roofing Leads
Need help promoting your business through local search? Our team at Roofing Webmasters would love to partner with your team to create outstanding new growth. Not only do our clients enjoy fantastic rankings in organic and paid search, but they also earn better traffic and more commercial roofing leads.
Having passed the infamous 20th of March, spring season is here and it is a prime time for roofing companies to capture business leads. Punxsutawney Phil may not have been spot on with his early spring prediction but the weather is starting to progress closer to warmth across the nation. With cold spells still interjecting themselves this combination of hot and cold has a chance to create severe hail storms, something we’ll touch on more later. But spring, in general, is always going to present a major opportunity to roofing contractors. But how does one take advantage of the most opportune season to generate roofing leads and grow your business?
Who Has The Head Start?
The truth is that winning the race for spring roofing leads should start prior to spring season. The companies that have already created a custom website optimized it for search, and placed themselves on Google My Business are going to have a major head start on those late to the party. Google and Facebook reviews of these businesses is also a major factor that can determine who scoops up the majority of the leads this spring. The gap may already be large.
Making Up Ground
Not everyone had the foresight to optimize their website prior to spring, especially those that are new to the roofing industry or to a specific location. Having an aged domain name is always going to be ideal for SEO purposes and optimization takes time in general. Most new roofing campaigns are looking at a 6-month minimum for organic ranking. One way to close the gap in the meantime is to invest in PPC management through Google Ads. Buying clicks can get leads quickly.
Win The Marathon, If Not The Race
If PPC is out of your price range, the time to start gearing up for next spring (2020) is right now. While the idea of waiting this long may seem discouraging it will payoff next year. Remember, while you might lose the SEO race this year, you can get a head start on the race next year. The reality is that the roofing business is more like an online marathon. If you consistently improve you will end up winning in the end. Even if PPC is an option, you should still invest in SEO for next year right now.
Optimizing for Hail Storms
There are some roofers in the industry known as storm chasers. But the truth of the matter is that companies who are already optimized for hail storm roof damage in their service area are going to have a leg up on fly by nighters. The top roofing websites have an individual webpage for storm roof damage in addition to their homepage and pages for other services. Over time, this page optimizes for the target keywords that heal inflicted homeowners’ search on Google.
Keeping it Local
To generate local leads your business must have a presence on Google My Business along with supporting reviews and a verified address. The goal for roofers is to show up on the Local Map Pack which is a group of Maps listings selected by Google based on relevance, radius, and reviews. Roofers should try to generate as many reviews as possible and do so consistently. Google not only checks quantity but also recency. Google Ads can also appear on the Map Pack if properly connected to your GMB account.
Speed Up With Roofing Webmasters
Tired of losing out on spring roofing leads every year? Roofing SEO Webmasters full digital marketing package can solve your problems once and for all. As a digital marketing agency that provides custom website design, content marketing, Google Maps optimization, PPC, and SEO, there’s no aspect of the race that we can’t help your business with. The best leads come from an investment in your own brand which is something we empower our roofing clients to do. We build everything from the ground up with custom codebase, schema markup, and logo design.
As the weather warms up, most homeowners begin budgeting for potential roof repair or replacement. Winter weather is one of the primary sources of roofing damage, and your potential customer’s property almost certainly sustained some extent of its damage during the coldest months. Capturing roofing leads during spring also allows roofers to fill their schedule for the rest of spring, all of the summer, and the beginning of fall. Booking jobs in advance prevents downtime and encourages a consistent flow of revenue, which helps your company reach its business goals in 2018.
Roofing Webmasters helps contractors throughout the United States secure exclusive leads. As an internet marketing company that has been helping roofers for years, we understand the seasonal fluctuation that comes with your industry. Lining up leads during the spring months is an ideal scenario for companies, and our services which include SEO, content marketing, PPC, and web design, place your company in the best position to succeed. Reasons, why spring is the best season for roofing leads, include:
Job Scheduling
Because repairs, installations, and replacements are difficult or impossible to complete during winter, maximizing the rest of the calendar year is critical from a business perspective. Lining up jobs for the months in which conditions allow for work to be done efficiently is the best-case scenario. From a budget standpoint, your company must account for the winter months in which business will be particularly slow, and find ways to make up for that downtime in the surrounding months. Another consideration is the projected length of a job. For example, a massive commercial roof repair must be completed before winter. Scheduling impacts the following:
Budget: Allows contractors to set a defined budget and map out financial projections
Efficiency: Booking jobs in advance allows business operations to run more smoothly
Performance: Leaving time for job completion before winter ensures peak performance
Weather Conditions
While early fall is probably the most ideal roofing season, spring or summer jobs are much better than winter ones. Some jobs are going to take a long time, and contractors want to ensure its completion before cold weather sets in. Failure to finish a job before late fall or early winter can spell doom for your project. Conversely, spring and summer provide favorable weather conditions for repair, replacement, and maintenance. Sure, rain will be a factor now and again, but it will usually only last a day or two. Weather conditions impact roofing jobs in the following ways:
Duration: Repairs and replacements are completed more quickly in fall, spring, and summer
Equipment: Lack of freezing weather means equipment doesn’t have to be winterized
Quality: Winter weather can impact the quality of installation and the longevity of materials
The #1 Internet Marketing Company For Roofing Leads
Roofing Webmasters is the premier online marketing service for lead generation. The leads produced from our services are exclusive to your company and empowers you to set a schedule for your peak business months. Maximizing your market reach allows you to secure leads from every channel imaginable. Whether it’s Google (SEO), content marketing, or social media, the returns will be favorable. Each of our clients receives a custom website, optimized for mobile devices.
Investing in marketing services is not a decision to take lightly. After all, the quality of your choice will likely make or break your 2018 numbers. With this knowledge, trust should be a top priority. Who better to trust than a company that works with roofing contractors all the time? As you might have guessed from our name; Roofing Webmasters, we specialize in internet marketing for roofers. With experts in web design, PPC, and SEO, we can help you secure leads in 2020.
There are Several Innovative Ways to Generate Roofing Leads
Like food and sleep for human beings, contractors need roofing leads to survive. The question in 2020 and beyond, is what is the best way to generate roofing leads? Roofing Webmasters has come up with a list of 4 great concepts to generate roofing leads for your local business.
1. Facebook Advertising
Facebook is the #1 Social Media platform in the world. According to Sprout Social, Facebook has more than 2 billion active monthly users. It also has one of the most comprehensive lead generation advertising options available to roofers. Facebook advertising offers the following:
CTR Proficiency: Studies indicate FB receives higher than average CTR
Expansive Data Analytics: Facebook Insights allow advertisers to measure and improve campaigns
Geo-Targeting: Target areas and demographics you know you can service and need you most
Mobile Accessibility: Most FB users are on the go, on their smartphones, which is a great place to reach them
2. Organic SEO
If you have the time and resources, organic SEO can serve as a long term lead generation asset for roofing companies. Though it takes, time, expertise, and know-how, both to implement and maintain, it is worth it if you have the tools at your disposal. SEO helps generate roofing leads in the following ways:
Keyword Efficiency: Long-tail keywords can reach demographics that competitors are ignoring
Sustainability: With consistent organic SEO, you can be plainly visible to prospective customers for decades upon decades
Traffic Relevance: Proper SEO attracts prospective customers with high conversion potential
User Experience: Organic SEO focuses on user experience, which has always been the best lead generation tactic
3. Classifieds / Ads
Craigslist and sites like them can have mixed results. It doesn’t hurt to check the classifieds now and again for people looking for roofing contractors. You can also post your own advertisements offering such services. With location mapping, you can reach the demographic you are the best able to serve. Classifieds are convenient because they are:
Convenient: As a digital newspaper of sorts, this is a simple way to look for leads
Fast: Easy to search for leads, and post services quickly
Cheap: Costs nothing to look for leads, and either nothing or very little to post an Ad
Local: Reaches your target location quickly
4. Hire Roofing Webmasters
As roofing contractors, all of these ideas seem great but your ability to find time to complete the necessary tasks is left in question. Luckily for you, Roofing Webmasters is a full-service SEO marketing company. We offer Organic SEO, PPC, Social Media Management, and Web Design. Each of our services will help you generate the roofing leads you need. Some ways we differ from other marketing companies include:
Affordability: You won’t find a more inclusive, expansive marketing service for such a nominal price
Holiday Discount: As part of the upcoming holiday season, we are waiving our activation fee effective immediately
Reputation: We’ve been around, and if you talk to the roofers we’ve worked with, they can tell you how committed we are to excellence
Specificity: We are a company designed specifically for roofers, and know exactly what their audience looks for
Call (800) 353-5758 to Discuss Your Lead Generation Options With Roofing Webmasters
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As the weather warms up, most homeowners begin budgeting for potential roof repair or replacement. Winter weather is one of the primary sources of roofing damage, and your potential customer’s property almost certainly sustained some extent of its damage during the coldest months. Capturing 
