Author Archives: Roofing SEO Webmasters

Link Building Guide for Roofing Companies

Link building for roofers is a strategic process of earning backlinks and mentions from reputable websites to establish your company’s local and industry authority.

With the emergence of AI, including within Google’s standard search results, brand mentions, and backlinks signal that your roofing business is credible, active, and trusted by the community.

The old-school quantity-first approach to link building is obsolete. Modern algorithms prioritize relevance and intent, making one link from a local home builders association or regional news outlet carry far more weight than dozens of links from spammy directories.

Though Google and other search engines have grown more sophisticated in grading links, many roofing companies have been slow to adapt, and continue to engage in practices that won’t move the needle for rankings or reputation.

The following guide outlines modern link building for roofers, including the best practices and how to approach earning links from reputable domains.

The Impact of Link Building on Roofers

While Google’s ability to evaluate links and context has certainly evolved, credible sources confirm that backlinks are still a significant ranking factor.

For local roofing websites with comparable content and website quality, the site with 15 high-quality backlinks will almost certainly outrank a nearby competitor with only one backlink.

As a result, roofing companies must still strategize on how to build links to their websites. The difference today is that the strategy must be more disciplined, targeted, and nuanced than in the early days of SEO.

Higher Google Search Rankings

The direct impact of link building for roofing companies is most evident in organic search results. We tested this by analyzing the keyword “roofing company denver” inside SEMRush.

As you can see, the ranking positions for this keyword directly correlate to the number of backlinks pointing to each page.

SEMRush Backlinks by Ranking Position for "Roofing Company Denver"

Higher Google Maps Rankings

The correlation between links and Google Maps rankings is less pronounced, but still present. The Google Maps algorithm first considers the distance between the business address and the searcher’s location, then other factors such as prominence and relevance.

Links to your website improve the prominence of your Google Business Profile, provided you include your URL in the website field.

One mistake roofing companies make is building links directly to their Google Business Profile, which will not contribute to rankings. Instead, you want the links pointing to your official website.

Referral Traffic

A lesser-known impact of link building is referral traffic. When high-traffic websites link to your pages, people will click through and end up on your website.

This generates a new source of website visitors and signals to Google and other search engines that the link is highly relevant.

Measuring Impact With Google Analytics

Use Google Analytics 4 to measure the traffic to pages with the most backlinks. You can compare and contrast the correlation between referring domains and page traffic.

If a page with numerous backlinks fails to generate traffic, the links may be low-quality, or the page may have on-page or content issues that prevent them from making a difference.

Types of Roofing Links

Not all links hold the same algorithmic weight for roofing companies, and the ones that are easiest to secure are often the least impactful on performance.

For example, anyone can create and claim business listings on directories like Yelp and the Better Business Bureau, so they cannot be weighted as heavily as an editorial link on a major news website.

With this in mind, it’s useful for local roofers to understand the types of links and which ones to prioritize in their link building strategy.

To better understand this concept, let’s take a look at the types of roofing links:

NoFollow Roofing Links

NoFollow links are manually built on websites that give you total control of the link process. Not all NoFollow links are equal, and Google now uses attributes as hints for crawling and indexing them.

For example, rel=”ugc” is the proper link attribute for NoFollow links on forum discussions, whereas rel=” sponsored” is appropriate for paid sponsorship links.

Even NoFollow links that don’t directly impact your website’s authority are useful for entity validation purposes, helping Google confirm your company’s legitimacy, activity, and relationship to your service area.

For example, despite the lesser SEO value, local citation links remain a valuable resource for roofers.

DoFollow Roofing Links

DoFollow Roofing links hold 100% link equity for search engines. They are links approved by third-party editors who hold editorial control of the link’s placement.

Examples of these links include roofing blogs, local newspapers, and local contractor or business websites (typically in an adjacent industry).

Google generally weights DoFollow backlinks as a vote of confidence from the linking website to the linked page.

How To Build Roofing Links

Modern link building is a nuanced balance of digital PR, local networking, and intentional content strategy. Google’s AI-driven algorithms, such as SpamBrain and Vertex AI, are far too sophisticated to assign authority based only on the total number of links.

Instead, these algorithms evaluate the context and intent behind every backlink and brand mention for your roofing company. As a result, building links has evolved into earning authority, and success now requires a proactive strategy that prioritizes relevance over quantity.

Create Data-Driven Linkable Assets

The most organic way to get backlinks is to create content that other websites find valuable to their visitors and are willing to link to naturally.

Although how-to guides were once considered the gold standard of linkable assets, AI Overviews have rendered them obsolete. Content that earns links in the modern search landscape must focus on original data or proprietary tools.

For example, a “Roofing Cost Calculator” or “Hail Damage Case Study” provides unique value that journalists and bloggers will consider citing in their articles and posts.

Email Outreach

Email remains an effective method for building relationships with influential adjacent websites such as local realtors, solar installers, and home inspection companies.

The key is to focus on value-first proposals, such as identifying links to 404 errors on these websites and proposing an alternative link to your content asset as a replacement.

Your focus should be on editorial placements, which are links that exist within the body portion of the content, rather than a footer or sidebar.

Submit NAP Citations

Google’s local algorithm uses brand mentions, such as reputable citations listing your company’s name, address, and phone number, to cross-reference your business data across the web.

A consistent profile on a major directory like Yelp or Better Business Bureau (BBB) signals to Google that your roofing company is a legitimate entity in your defined service area.

For citations, focus on quality over quantity, as many of the lesser-known directories are not even indexed on Google, rendering a citation from them useless in regard to SEO.

Guest Posting

Contributing a guest post to a reputable home improvement or local news platform is an effective way to earn links for your roofing company website.

The key is securing a guest post on a relevant, reputable domain, as most websites that explicitly promote guest posting are link farms that accept posts from anyone in exchange for payment.

The first step is identifying a list of target websites, such as local news outlets, community or industry blogs, and trade publications.

From there, you should email them a pitch focused on value for their readers and outlining your topic and what differentiates it from other posts on their website.

Local Community Engagement

Engaging with your local community can organically result in valuable backlinks to your roofing site. Whether you sponsor an event or a Little League team, a credible website can link back to your roofing homepage.

Attending local events and networking with other businesses and entities within your service area will increase the number of these opportunities.

Most people are far more receptive to linking to your website when they’ve already met you in person, and can assign real-world credibility to your business.

Link Gap Competitor Analysis

Using tools like SEMRush and Ahrefs, you can compare your site’s link profile to that of competitors. With Link Gap Analysis, you can determine which domains link to your competitors but not to you.

If you notice two or more of your competitors have a backlink from the same website, you may be able to pursue a link from the same domain.

Securing these links can help close any algorithmic gap between you and your competitors, making your content and technical SEO a more impactful differentiator.

Backlink Monitoring for Roofing Websites

Various 3rd-party tools can track your link profile, including Google Search Console, Ahrefs, and Majestic. However, don’t be alarmed if you notice some spam links pointing toward your domain.

Google’s SpamBrain AI has evolved to detect and ignore irrelevant and low-quality links. So while Google still provides a backlink disavow tool, they generally discourage using it.

Instead of spending hours auditing every backlink on your website, focus on your site’s broader link profile and whether you’ve earned enough local and industry links to justify your brand.

Anchor Text

The primary indicator of link spam is the overuse of keyword-rich anchor text. For example, if you own a roofing company in Seattle, WA, and your backlink profile shows 200 links with the anchor text “roof repair Seattle,” Google’s algorithm will suspect they are illegitimate.

Anchor text patterns like this used to result in manual actions in which Google manually removed your website from search results. Today, these instances are mainly handled by Google’s SpamBrain AI and broader algorithm to either ignore the links entirely or suppress the targeted pages in rankings.

Topic or Location Irrelevance

Another indicator of link spam is when irrelevant domains or pages are pointing back to your roofing website. For example, a casino website linking to your roofing company can raise a red flag.

While you don’t want to pursue random links from unrelated blogs, local businesses have more leeway when it comes to topics, because location alone can provide enough relevance for links to be useful.

One example is when a local Little League website links back to your roofing company. While Google knows baseball and roofing are unrelated, they also know that community organizations get sponsorships from local businesses all the time, and consider that a vote of confidence for your brand.

The Pillars of a High-Impact Roofing Link

Google’s AI looks for relevance, reputation, and regionality when evaluating a backlink. With this in mind, it’s critical to vet potential link opportunities by assessing whether it checks these essential boxes.

Below are the pillars of a high-impact roofing link:

Indexing

The baseline standard for a worthwhile backlink is indexing. In other words, links from pages that Google chooses not to index don’t hold any SEO value.

If Google finds a page so low in value that it is not worth indexing, it holds true for any potential link equity to other sites.

Relevance

Links from local entities are most relevant to roofing companies, with industry or industry-adjacent links ranking second.

A backlink from a local home builders association or neighborhood news outlet helps validate your business within the community it serves and is a significant factor in local rankings.

Additionally, links from industry blogs or national roofing material suppliers are also valuable digital endorsements that can boost overall visibility.

Traffic

Google assigns greater weight to links from websites with genuine human visitors. Zero-traffic websites are often categorized as link farms, which eliminates any equity they attempt to pass.

Aside from the SEO benefit of high-traffic links, they also pass referral traffic from authentic visitors, which can further contribute to your visibility and recognition.

Placement

Editorial links within the body content of a page or post carry the most SEO value because they signal that your link genuinely helps readers. Because of their high value, they are typically rarer than other link placements.

Conversely, links shoved into footers or sidebars have less SEO value and are unlikely to result in noticeable changes in your ranking visibility.

Domain Authority

Domain Authority (DA) is a MOZ metric and also a general term used by SEO professionals to describe link authority. Google does not use this metric in its algorithm, but likely has an internal score that follows a similar model.

High-ranking local roofing websites typically have a Domain Authority between 20 and 30, depending on their service area and competition. While authority remains a factor, it’s less important than local or industry context when building links to a roofing website.

Building Long-Term Link Value for Roofers

Modern link building is about verifying your business’s legitimacy and solidifying your reputation in the real world. Google’s AI-driven algorithms are sophisticated and far too advanced to be manipulated by old-school link tactics.

This evolution often requires a mindset shift for roofers and their digital marketers from acquiring links to earning authority. Producing high-value local content and fostering strategic community partnerships empowers you to build a resilient brand that Google trusts to provide solutions to its users.

The roofing companies succeeding today are treating their digital presence with the same craftsmanship they apply to a roof. Focusing on genuine value in your community and building a network of reputable digital endorsements paves the way for rankings, traffic, AI citations, and ultimately, leads.

For assistance with your roofing link building campaign, contact Roofing Webmasters for a free consultation.

Author: Nolen Walker

Nolen Walker is the founder of Roofing Webmasters and the creator of DataPins™, a Local SEO platform for roofing companies. He has over 16 years of experience helping roofing businesses grow through organic search, Google Maps, and AI-driven visibility.

Nolen is the author of A Complete SEO Guide for the Roofing Small Business Owner . He also hosts The Roofing SEO Podcast on Spotify.

How To Approach Commercial Roofing Marketing

Commercial roofing differs from residential roofing and requires a unique marketing approach. This is true whether you’re a new company branding yourself as “full commercial” or a residential business trying to expand into the commercial sector.

Think about it; a commercial roofing job can range from $100,000 to over $1,000,000. Because so much money is involved, the sales cycle is much longer. It can take six months to a year to get the contract signed.

The money also increases the stakes. While a residential roofer is primarily accountable to a single homeowner per job, a botched commercial job can cost millions of dollars in inventory, shut down factories, and spark aggressive litigation.

At Roofing Webmasters, we’ve helped roofers expand into commercial roofing and have also worked with commercial-exclusive roofing companies. Based on this experience, we’re going to share the approach to commercial roofing marketing that has generated the best long-term outcomes.

Commercial Roofing Marketing (Blog Cover)

Build Your Portfolio With Smaller Commercial Jobs

Commercial roofers need credibility and experience to even get considered for large-scale projects. There’s no way to fake this or to apply residential roofing job experience to a commercial appeal.

The best way to get commercial jobs for your portfolio is to target projects without a “GC,” such as churches, standalone retail, and strip malls.

That’s where longtail keywords can really come into play, such as one of our clients who ranked #1 for commercial church roof repair based on one of their real jobs.

Once you get 5-10 smaller commercial jobs in your portfolio, GCs start to look at you much differently, and the conversation changes.

Target Technically-Adept Searchers

Perhaps the most overlooked contrast between residential and commercial marketing is the technical depth of the queries.

Homeowners seeking residential roofing services are often vague, using terms like “roofer near me” or “roof replacement,” making them ideal consumers of Local Services Ads (LSA).

Conversely, commercial-based searches are way more technical and almost always include specific terminology such as TPO, PVC, GAF, coatings, etc.

Your commercial roofing website, or the commercial section of your website, should specifically optimize for technical, long-tail terms.

Triple Down on Experience, Expertise, Authority, and Trust (EEAT)

Google’s search quality raters are instructed to evaluate websites in the context of experience, expertise, authority, and trust (EEAT) as a way to improve future algorithm updates.

As a result, all local service providers, including residential roofers, can benefit from a strong demonstration of EEAT on their websites.

However, for commercial roofing companies, the importance of EEAT is even greater, not just for meeting Google’s standards but for earning the trust of your prospective consumers.

As we noted, commercial jobs often have a long sales cycle and a high barrier to entry. Your website should feature a portfolio, system comparisons, manufacturer designations, safety metrics, etc.

Here are some examples of EEAT:

Signal Comparison

Residential vs. Commercial Trust Signals

Residential Trust Signals

Commercial E-E-A-T Signals

“5-Star Google Reviews”

“Case Studies with ROI/Square Footage”

“Family Owned & Operated”

“Manufacturer Certified / NDL Warranty Capable”

“Free Estimates”

“Detailed Roof Condition Reports (RCR)”

“Same-Day Service”

“Health & Safety / OSHA Compliance Record”

Get in On The Ground Floor of Asset Management

Commercial building managers may not initially want to hear about a $100,000 reroof project, but they are absolutely open to asset management (preventive roof maintenance that extends its lifespan), which can ultimately become the high-ticket reroof.

From a marketing perspective, asset management does multiple things simultaneously; it secures a lifetime customer, blocks out competitors for life, and sets you up for high-ticket jobs down the road.

One of the most effective ways to secure these kinds of contacts is to create a page for thermal imaging or roof health diagnostics. This allows you to show people where the moisture is in their roof before they commit to any project.

You can strengthen your campaign in this area using direct mail and canvassing, as many building managers are open to a relatively low-stakes imaging evaluation, even if they aren’t actively seeking it through a Google search.

Achieving Long-Term Commercial Roofing Marketing Success

Entering the commercial roofing industry is a long game, whether you’re a new company or expanding from a residential background. From a marketing standpoint, it’s more of a marathon than a sprint.

Targeting direct-to-owner relationships through long-tail query optimization and EEAT signals can be a great place to start your campaign.

You’re going to need to take on some smaller-scale, non-GC commercial jobs to build your portfolio and establish your company (and website) as a legitimate player for higher-ticket projects.

Ultimately, commercial roofing is a higher-stakes, higher-reward industry that can become extremely profitable with the right approach. It’s a matter of understanding the nuances of marketing in this space.

Author: Nolen Walker

Video Marketing for Roofers (2026 Guide)

Have your roofing leads gradually decreased over the past few years? If so, the primary culprit could be a lack of video marketing.

Adding a video to a landing page on your roofing company website can increase conversion rates up to 86%.

That statistic aligns with a seismic shift in consumer behavior, in which most homeowners consume content on video-first platforms such as YouTube, Instagram, Facebook, and TikTok.

Meanwhile, search platforms like Google, ChatGPT, and Perplexity directly cite videos when generating responses.

Considering all these factors, video marketing for roofers is essential to your broader digital marketing and lead-generation campaigns in 2026, something you can learn more about in our search engine optimization guide.

Key Takeaway

Video marketing for roofing companies can increase conversion rates by 86% while ensuring multi-channel visibility across platforms such as Google, YouTube, TikTok, and ChatGPT.

Roofing Company Video Marketing (Blog Cover)

Nolen’s Roofing Video Marketing System

I’m Nolen Walker, and I founded Roofing Webmasters more than a decade ago. Since my agency’s inception, video marketing has become increasingly essential to online lead generation.

I developed a video marketing system based on first-hand experience and expertise from working with more than 1,000 US-based roofing companies over the past 15 years.

Team Showcase Videos

The first thing homeowners look for in a company is humanity. If your roofing brand lacks names and faces, nobody will trust its services.

Your first videos should showcase your culture and staff and feature a company introduction from the founder.

On-site Job Videos

Your following videos should showcase your team in action, on the site of actual roofing jobs. Google (whose parent company owns YouTube) looks for E-E-A-T —experience, expertise, authority, and trust.

My agency developed a software tool called DataPins that lets you upload job videos to both YouTube and your website simultaneously.

Customer Testimonial Videos

Consumers trust people like them more than anyone else, which is why customer testimonial videos are so effective for video marketing.

Ask some of your regular customers if they are willing to record a video testimonial, which you can then upload to YouTube and embed on your website to increase conversions.

Community Involvement Videos

The last video type in my system is optional, but it helps separate your brand from competitors.

Community involvement videos feature you and your staff participating in community events such as ribbon-cutting ceremonies, Little League games, or charity events.

These types of videos increase trust with your target consumers and solidify your brand’s association with your primary service area.

Publishing Roofing Company Videos Online

Recording a video with your smartphone or camera is easier than ever. Most contractors have video cameras on their phones, enabling them to record their team on the job and in the office.

Most smartphone cameras can capture videos in an impressive quality that is more than enough to appeal to consumers.

The fundamental distinction in quality usually occurs at the audio level. So if you want to make an investment, purchase a basic lapel microphone that clips to your shirt, which should cost $50 or less.

The recording process is about action, not overthinking. Once you record your first set of videos (which you can reference from Nolen’s video marketing system above), you should upload to these platforms:

YouTube

YouTube is the largest video platform in the world. It is also owned by Google and, therefore, tied directly into their search results.

When someone types in a phrase like how to repair a commercial roof, you’ll notice videos displayed on page one of organic search results.

While informational queries are more likely to trigger a video result, our clients have seen commercial queries, such as emergency roof tarp installation frisco tx also produce videos within the SERP.

Facebook

Another great platform for video is Facebook. Like YouTube, Facebook has a native video upload feature so you can upload the file directly to Facebook’s servers and publish it on your business page.

If you already have the video uploaded on YouTube, sharing it on Facebook could help it get more views. You can also select a different video as a Facebook exclusive.

Instagram

You can cut your video into 60-second clips and upload them to Instagram. Three minutes is the maximum length for Instagram Reels, but shorter videos almost always perform better than longer ones.

While you shouldn’t expect a roofing services video to go viral, it can still boost your social media signals and can have a positive overall influence on your site.

TikTok

TikTok is the fifth-most-popular social media network globally in terms of monthly active users, and one that most roofing companies can benefit from participating in.

While their user base leans younger than Facebook, there are more than enough homeowners on the platform to make publishing video content worth your while.

Vimeo (Optional)

Vimeo offers unique SEO value for roofing companies with promotional video content. Unlike YouTube, embedded Vimeo videos automatically markup your iframe with indexifembedded rule as instructed by Google.

Google can correctly index videos on your roofing company website while identifying chapters and key moments.

Website (Self-Hosted)

Roofing companies can publish self-hosted videos directly on their website.

WordPress makes this easy with its media upload feature, allowing web admins to embed video files wherever appropriate throughout the site.

However, be careful not to overload your website with video files, as this can slow loading times and negatively affect the user experience.

The Video Marketing Process for Roofers

It helps companies know precisely how video marketing occurs from start to finish. While some roofers naturally understand modern technology, others need help with the step-by-step process.

Roofing Webmasters can help you outline the entire video marketing sequence.

Production

We have a production set inside our offices for roofers with no videos. We invite you to cut a video, maybe even a podcast, and allow us to distribute them through all the appropriate channels.

Distribution helps build more media signals for your roofing company and increases your Google brand’s visibility, which should help boost search rankings.

Editing

If you have existing videos, including drone shots, we will chop them up and distribute them across multiple channels, including YouTube and other social media.

We will then integrate it onto your website. Our in-house video specialist will ensure your video is professionally edited and appeals to customers who visit your social media and website.

Website Integration

The trick to video marketing is integrating it into your SEO strategy. We do this by embedding your YouTube video on a relevant page or blog post on your website.

We then write original content that describes the video. Note that this is NOT a transcription but a summary of the video. Summaries make for an excellent content enhancer that should appeal to Google and its users.

Advantages of Video Content for Roofing Websites

Last year, online videos accounted for an estimated 82.5% of all consumer internet traffic. That number is astounding, and its implications will be substantial, if not industry-altering.

Consumers respond well to visual content; statistics show that 83% still want to see more video from brands.

Considering our society’s increasingly dwindling attention span, this perfectly aligns with a common-sense approach.

Conversion: Video content can help convert a visitor into a customer
Engagement: Video is proven to engage users at a higher rate than text and even images
Link Building: Integrating YouTube videos within HTML helps build quality backlinks
SEO: Video content ranks high on search results for specific keywords

Chances are, roofing customers will choose to watch a video before reading blocks of text. It is more convenient for them to learn about your company and services. Some may

Merging YouTube With Your Roofing Website

There are several ways to host video content on your website. You can do it natively, directly on your server, or host it on YouTube or Vimeo and embed the corresponding code within your site’s HTML.

Vimeo automatically adds markup to videos using Google’s preferred indexifembedded tag.

Self-hosting takes up valuable server space and can actually slow page load times. In contrast, embeds are much simpler, more intuitive, and more user-friendly.

YouTube integration also promotes growth on multiple platforms. Follow the steps below to embed YouTube clips within your website.

Step 1: Navigate To Your YouTube Video
Step 2: Click On “Share”
Step 3: Click On “Embed”
Step 4: Copy HTML Code
Step 5: Paste HTML Code Within Your Website

This process is considerably easier when using WordPress as your content management system. WordPress supports widgets, which let you paste HTML code anywhere on your page layout.

The best option is to invest in professional web design to ensure a clean, effective integration of YouTube videos into your website’s HTML.

Next Steps for Video Marketing

Access to high-quality cameras (through modern smartphones) allows roofing companies to start their video marketing journey immediately. Film your staff on your next roofing job and make basic edits with a free video editing tool.

Once you get over the initial hurdle of “just doing it,” you’ll realize how valuable video content can become for your digital marketing campaign.

Adding videos to your landing pages can increase conversion rates by 86%, and publishing visual content on social media can help establish your roofing company across multiple channels.

For companies looking to take their video campaigns to the next level, choose a reputable marketing agency to assist you in this journey.

Video is key to your roofing company’s success in 2026 and something you should invest resources in today.

How to Write a Roofing Marketing Letter That Gets Calls

Roofing marketing letters, sometimes called roofing sales letters, roofer mailers, or direct-response mailers, are an effective way to generate leads in 2026.

While direct mail is not a suitable replacement for digital marketing, it is a powerful accelerator and enhancer of your existing marketing footprint.

A notable percentage of homeowners (up to 5%) will respond to well-designed, well-written letters.

Key Takeaway

Up to 5% of homeowners will respond to well-designed roofing marketing letters that use a conversational tone rather than a corporate one.

Roofing Company Marketing Letters Banner

A marketing letter is not a brochure or company announcement, but has a defined goal:

Get the homeowner to respond via call or text

Focusing on that singular goal prevents you from veering away from the qualities that make a sales letter work in 2026.

Below, I am going to outline the essential elements of an effective roofing marketing letter:

Clear and Legible Contact Information

Having worked with thousands of roofing companies over the past 15 years, one of the most common mistakes I see regarding sales letters is a failure to emphasize company contact information.

Your sales letter has no value if the homeowner cannot quickly read your information and make contact.

Make sure your phone number is large enough to be noticed and is mentioned multiple times.

Aside from your phone number, your letter should also include your email address, website, and, if applicable, your business address in the footer.

Go Personal over Corporate

An effective roofing marketing letter should emulate a letter from a neighbor or a friend, rather than a corporation.

That’s why you want to avoid laborious introductions that brag about your business and community impact.

Instead, focus on straightforward conversational writing. Some examples include:

I was in your neighborhood and noticed some hail damage on your roof
I wanted to let you know this neighborhood was hit hard by last week’s hailstorm

This writing style compels the homeowner to keep reading, whether or not they ultimately take action.

Share a Relatable Example

In the spirit of emphasizing a personal touch, share a meaningful story about one of your other customers.

For example:

“Last month, we inspected an elderly couple’s damaged shingles after the hail storm. We are happy to report that we were able to save them thousands of dollars in repairs.”

The goal is to help the prospect envision their situation through the lens of a former customer who had a positive experience.

Have Multiple Touch Points

A single letter rarely generates a response from homeowners, which is why roofing companies must conduct multiple touchpoints to form a sequence.

For example:

Step 1: Leave a handwritten letter on the door
Step 2: Send marketing letter through the mail
Step 3: Send a follow-up letter 7 days later (through mail)

While you don’t want to come across as pushy, repetition is a proven factor in how often homeowners respond.

Leveraging Marketing Letters for Roofing Leads

A roofing marketing or sales letter still generates leads in 2026 when properly designed and used as part of a 3-step sequence.

The key is to come across as a friend or neighbor rather than a corporation, which appeals to the homeowner’s sense of community.

Concise letters that are to the point yield the best response rates, as most people immediately decide whether or not the letter is worth reading.

Remember this: Your contact information (especially your phone number) must be featured prominently on the letter; otherwise, it will fail to generate leads, even if the writing is compelling.

By following these guidelines, you can use roofing marketing letters to maximize your marketing footprint and increase lead generation in 2026

Roofing Accidents Per Year (Updated Statistics)

Are you considering a career in roofing? Understanding the gravity of the safety risks in this industry is crucial. The statistics on workplace safety for roofing contractors are not just concerning; they’re alarming.

At Roofing Webmasters, we help both new and established roofing companies build their brands and attract more customers. However, we also understand the risks our clients take whenever they enter the workplace.

In the following article, we’ll delve into the statistics about roofing accidents, fatalities, and the inherent dangers of this industry. These statistics are not to be taken lightly, as they highlight the gravity of the situation.

How Dangerous is Roofing?

Roofing is one of the most dangerous industries for workplace accidents and fatalities. According to the Bureau of Labor Statistics, 134 roofers died within the last recorded year, resulting in a 51.8 work injury rate, the third highest among all industries.

Roofing Deaths Per Year

Nearly 115 roofers die per year, based on data from the past six years.

Year	Deaths
2023	134
2022	124
2021	115
2020	108
2019	111
2018	96

Average	114.6

Source: Bureau of Labor Statistics

Deaths by Roofing Sector

Thirty-two residential roofers suffered fatal workplace injuries, along with 21 nonresidential roofers. That leaves 81 workers that fall into neither category.

The remaining fatalities might include people working in the roofing industry as contractors, maintenance or laborers. Alternatively, some fatalities may be classified under broader occupational designations like building maintenance or construction.

Sector	Deaths
Residential Roofers	32
Nonresidential Roofers	21
Other	81

Source: Bureau of Labor Statistics

Discrepancies Between Industry and Occupation

The data on roofing as an occupation reveals slightly fewer fatal work injuries than the broader industry. In this case, roofing as an occupation resulted in 113 fatalities, 21 fewer than as an industry.

Death Rate for Roofers

Roofers have a fatal injury work rate of 51.8, which is calculated per 100,00 full-time equivalent workers. Although the rate decreased from the previous year, roofing remains the second most deadly civilian occupation after logging.

Occupation	Deaths	Fatal Injury Rate
Logging workers	52	98.9
Fishing and hunting workers	19	86.9
Roofers	113	51.8
Refuse and recyclable material collectors	41	41.4
Aircraft pilots and flight engineers	62	31.3

Source: Bureau of Labor Statistics

Roofing Accidents Per Year

According to the Bureau of Labor Statistics, roofers sustained 7,100 total injuries or illnesses in the last recorded year, accounting for a 3.6 injury rate per 100 works.

The total number of injuries increased by 16.39% from the previous year.

Year	Injuries	Rate per 100
2021	7,100	3.6
2020	6,100	3.3

Average	6,600	3.45

Source: Bureau of Labor Statistics

Nonfatal Accidents Per Year

Meanwhile, roofers sustained 6,900 nonfatal injuries or illnesses in the last recorded year, a 17% increase from the previous year.

Year	Accidents
2021	6,900
2020	5,900

Average	6,400

Causes of Roofing Fatalities

The same report reveals that 110 of the 134 roofing deaths came from falls, trips, or slips, which accounts for 82.9% of the roofing fatalities. Exposure to harmful substances or environments accounted for 18 of the fatalities.

Source: Bureau of Labor Statistics

Conclusion

The roofing industry presents workplace injury risks higher than most other professions. While a career in roofing can be profitable and gratifying, it’s important to understand the potential dangers of the job.

Exercising safety precautions is an intelligent decision for anyone in the roofing industry. However, they cannot entirely mitigate the risk of injury or death.

How to Start a Commercial Roofing Company/Business

Working as an employee is a great way to learn. But starting your own commercial roofing business produces a whole new level of gratification.

Many of the roofers I speak with are interested in transitioning into the commercial roofing industry, either by expanding their residential services or establishing a new LLC.

The truth is, it’s attainable to start your own commercial roofing company and generate commercial roofing leads if you follow the proper steps.

Key Takeaway

When starting a commercial roofing company, make sure to formulate a business plan, choose a memorable name, consult legal and tax professionals, anticipate seasonality, and invest in quality marketing.

How To Start a Commercial Roofing Company

Conduct Market Research

Google has given the world an abundance of free information at its fingertips. It would be beneficial to research the commercial roofing industry.

So much quality information is available that can be accessed from any device. At the same time, be wary of misinformation that could lead you down the path of most resistance.

Results on Google page one are likely to be reputable, but always consider the source and how trustworthy a website and its content seem to you at first glance.

Here are some search queries you’ll want to look at:

Equipment needed to start a roofing company
Starting a roofing business tips
How much do roofing company owners make
Roofing business plan
Cost to start a roofing company
How to start a roofing company in (your city, state)

Write a Commercial Roofing Business Plan

Before starting a company of any kind, you need to write a business plan. For someone without formal business training, the task can seem daunting and overwhelming from the jump.

Luckily, the World Wide Web provides roofers with resources at their fingertips to help streamline the process.

For example, the United States Small Business Administration has public documentation available to those looking to start their plan now.

They suggest the following hierarchy:

Executive Summary
Company Description
Market Analysis
Organization & Management
Service or Product
Marketing & Sales
Funding Request
Financial Projections
Appendix

Select a Commercial Roofing Company Name

Don’t overthink the name. Please keep it simple and representative of your industry. Sometimes, you can tie your geographic location with the name, but it is not required.

Also, try to frame your name in the context of a memorable domain name. That means it shouldn’t be too long.

When you cite your URL on business cards and digital citations, you want the consumer to be able to recall it on demand.

It also helps if it looks appealing on a truck wrap and other commercial roofing marketing materials.

Consider these aspects of a name:

Length: Keep it as short as possible
Memorability: Choose a name that consumers can easily recall
Relevance: Associate it with your industry, location, or a combination of both

Talk to an Attorney

Starting your own business will create extra legal issues you hadn’t considered. For this reason, you must talk to an attorney to discuss the legalities of owning and operating a business.

Much of it concerns property and work-site regulations, but you should also consider worker safety.

The last thing you want is to get sued for one of your employees slipping on an ice-filled roof during a restoration project.

Be aware of these potential legal issues:

Permits
Lawsuits
Regulations

Understand Your Tax Obligations

Now might be a good time to start your company because of tax breaks for commercial building owners. Still, you’ll want to consult a business accountant to ensure your model aligns with IRS standards.

For those of us who aren’t the strongest at mathematics, having a contact to handle your taxes can alleviate the stress of running a new business.

The good news is that as your taxes get more complicated, it indicates success for your business.

Consider these tax concepts:

Commercial Tax Breaks
IRS Regulations
Tax Windows (of Opportunity)

Anticipate Down Seasons

Depending on your region, you may have a significant down season as a roofing company owner.

You should have a plan in place to supplement your income during that time, at least until you are successful enough not to need it.

Residential roofers transitioning into commercial projects may find it easier. However, this can be one of the most challenging hurdles for a new commercial roofing business to overcome.

It can sometimes be discouraging enough to make you quit, but here’s why you shouldn’t:

Longevity: A temporary down season won’t threaten your long-term prospects
Perseverance: Because many quit for this very reason, sustaining yourself makes you rare
Supplementation: There are other areas in which you can supplement your income during your initial years

Learn Salesmanship

You’ve probably never had to make a roofing sale as an employee. As an owner, you will have to become excellent at doing so. Consumers can detect BS better than ever before. For that reason, getting to the point is your best course of action.

Another piece of advice is to listen to the prospective client and get a concrete idea of their needs so that you can explain precisely how you’ll meet them and why your company can do so.

If you lack direction or confidence in sales, consulting with a roofing business coach can be helpful.

Focus on the following sales concepts:

Cut the BS: The modern consumer is too intelligent for snake oil salesmen
Listen to the Client: Consumers want to feel heard and value reciprocated concerns
Make a Final Impression: Consumers most remember the latter part of the interaction
Invest in Self-Care: Keep a positive attitude since you will be rejected regularly

Hire a Marketing Company

Before you can sell, however, you need leads in the form of phone calls, contact form submissions, and emails. The best way to get each of these is by investing in a marketing company for roofers, like Roofing Webmasters.

Digital marketers should cover services such as SEO, Web Design, PPC, DataPins, and Content Marketing.

For more details on the most effective marketing tactics, see below:

Content Marketing: The promotion of branded content on your website
PPC: The investment in paid advertising on Google Ads, Facebook Ads, and elsewhere
SEO: The process of earning higher rankings on Google
AI: The process of appearing in AI-generated answers on ChatGPT and other platforms
DataPins: The showcasing of recent jobs with consolidated E-E-A-T signals
Web Design: The creation of a custom-branded website for engagement and conversion

Moving Forward With Your Commercial Roofing Business

Starting a new business can be intimidating, especially when you are used to working for someone else. While the initial months will feel overwhelming, the subsequent gratification is immeasurable.

Getting into commercial roofing is one of the most intelligent business decisions for a roofing contractor. The Roofing Webmasters team can help you achieve your goals and build a sustainable brand.

9 Qualities of The Perfect Roofing Landing Page

Creating the perfect roofing landing page requires experience, testing, and savviness developed over years of digital marketing campaigns.

At Roofing Webmasters, we’ve crafted tens of thousands of landing pages for roofers over the past decade and have collected valuable data regarding landing page performance.

The following post will outline the best qualities of a landing page.

So much of our time in digital marketing is spent trying to sway people in the direction we desire.

Consider the following landing page calls to action, for example:

Call Now!
Subscribe to Our Email!
Get Your Free e-Book!
Schedule a Free Inspection!

Considering the inescapable volume of advertising and other marketing noise we hear daily, it’s no wonder that most of these calls to action fall on deaf (or overtaxed) ears.

That’s why a well-crafted roofing landing page is so important for cutting through the noise and communicating with would-be clients.

Today, we’ll dig into constructing a winning landing page design (or reoptimizing an existing layout).

Key Takeaway

Landing Pages are Designed to Target a Specific Audience Coming From Specific Marketing Channels.

What is a Roofing Landing Page?

Landing pages are specialized and (often) temporary pages designed for the consumer’s place in the sales funnel. With capable planning, they often enjoy higher conversion rates than traditional website copy.

Of course, their lead-generating power makes them a heavily used tool for advertisers and digital marketing companies.

Best Roofing Landing Page Qualities

Sometimes, a business needs a consumer to see a specific message, service, or offer without the distraction of other website materials.

Many companies achieve this by creating links, ads, and other hyperlinked objects that transport the potential customer to a simple page with a focused message.

That page typically has a header, imagery (or video), short text, a compelling offer, and a call to action.

So, what qualities make a perfect roofing landing page?

Quality #1: It Has a Clear Purpose

It’s easy to jump straight to goal-setting, click-through rates, and higher subscription lists. Try to begin your roofing landing page with a one or two-sentence goal.

Think about what you are trying to get out of this project. Don’t even worry about key performance indicators at the very beginning.

Here are some examples of a landing page vision (or mission):

“I want to earn more metal roofing sales.”
“I want to convince more people to come to our business for maintenance work.”
“I want to generate exposure for a new service I’m offering.”
“I want people to see our wide list of roofing material options.”
“I want potential customers to think about our brand more often.”

Decide what you want from your landing page ahead of time. Obviously, it should coincide with your company’s long-term goals.

It should also naturally link to whatever channel your potential clients are using, which leads to our next point.

Google Ads are a Common Origin Point for Landing Page Traffic.

Quality #2: It Fits the Source & Audience

Where is your landing page traffic originating from?

This extends a little beyond the design of the actual roofing landing page, but consider where people are coming from when they land on this special page.

Is your target audience scrolling through their Facebook or Instagram feed when they haphazardly click on an ad? Are they coming from a Google Ad after searching a related term?

As you design your landing page, consider its traffic source(s) and how rushed, interested, and/or familiar the associated audience is with your business.

For people coming from a more casual social media source, you may need to shorten the content, include flashier imagery, and require less information.

Then again, you might take a little more time to discuss an offer if you’re confident your audience is already interested.

Quality #3: It Uses a Compelling Header

What’s the first thing you notice when you enter a website? The logo might be the first thing, but the header likely caught your attention first.

When it comes to landing pages, your header must instantly convey what the page is all about. The best headers focus on the potential client’s benefit, establishing their stake in the future offer.

An Effective Roofing Landing Page Immediately Draws the Eyes to the H1 Header.

A compelling header communicates the main purpose of the page and draws the eye to your offer’s starting point.

From there, your roofing landing page can begin conveying whatever offer and benefits you wish to present to the audience.

Notice how naturally your eyes fall to the lorem ipsum text and the two calls to action.

However, a weak or overly cheesy header can put a bad taste in their mouth, so don’t focus too hard on being clever.

Quality #4: It Stays Focused in the Copy

Landing pages are meant to be short, concise, and to the point. Many businesses make the mistake of overly selling their brand or their services.

While you need to convey exactly what’s included in the offer, effective copy also continues the focus on user benefits. It emphasizes your target audience’s pain points, your role in addressing them, and how they can respond.

Your copy is also the perfect place to connect with each reader personally.

As Hubspot’s Christina Perricone puts it, “Compelling copy also speaks directly to the visitor by using ‘you’ and ‘your’ to make them feel engaged.”

As you or your marketing team writes your roofing landing page, take a moment to empathize with the reader and acknowledge their feelings in the situation.

Finally, wrap all those pain points and desire for relief into a final solution statement that leads to your call to action. Speaking of calls to action…

Quality #5: Its CTA Offer Matches the Effort Required

Have you ever started to fill out a survey (for your local grocer, restaurant, etc.), then quit after realizing it would take 15 minutes?

Carry that same mentality into your design process as you craft the perfect roofing landing page! Whether you decide to ask for a full email form or a simple call, make sure you have a tempting offer waiting on the other end.

Remember this rule of thumb: if the reward is greater than or equal to the effort, then adoption rises.

A Free Estimate Offer Involves Very Little Participant Effort, Increasing The Likelihood of Completion.

A free project estimate reduces “friction” because it is available without directly calling the contractor.

An interested homeowner or business can ask for an estimate, and the roofer will get back to them. In return, the contractor receives both the potential client’s number and email.

That’s a win-win scenario for both parties involved!

Quality #6: It Uses an Authoritative Call to Action

You don’t see many landing pages taking a passive stance on your involvement. “Hey, if you feel like it, you can click this button and maybe call our team. You know, if you feel like it.” There’s a good reason for this:

People actually like being told what to do.

It’s true. While many people are naturally wired to resist authority, everyone desires a measure of direction.

Online readers appreciate instructions just as we appreciate highway lane divisions and drive-thru arrows.

Remember, many of the people on your roofing landing page want to be there! Simple directions help them find the relief they need.

A Strong CTA for Roofing Companies Includes Urgency, Clarity, and Direction.

A call to action is most effective when the pain points have been carefully touched on in the preceding copy.

Use the same level of conviction as you link your copy and call to action together.

Your roofing services solve some of the most frustrating situations that homeowners will ever encounter, so don’t be afraid to take authority.

Quality #7: It Incorporates Vivid Images

What your roofing landing page readers feel is just as important as what they learn.

While stirring copy certainly paves the way towards your reading clicking through, you’d be amazed at how much faster images communicate the subject!

Since your landing page readers don’t have time to read 1000 words (as the adage goes), an image is worth even more.

Find Applicable Stimulating Images That Either Touch on Pain Points or the Solution!

Images provide useful tools for creating space around your text blocks and then focusing attention on the call to action.

If you’re torn between two or more high-quality photos, feel free to test them all out and see what works best. The great thing about landing pages is that you can always update and reuse them for future projects!

Quality #8: It Eliminates Distractions

We’ve touched on this a couple of times already, but it’s a point worth dialing down on. Distraction is the enemy of conversion!

If your readers are too busy trying to read through a list of links instead of reading through your offer, the entire purpose of your roofing landing page has been defeated.

Homepages rarely make for fitting landing pages!

A Great Homepage Might Be Too Distracting or All-Encompassing to Serve as a Compelling Roofing Landing Page.

While a well-designed homepage will convert brand searches or even main category searches like “Roofer near me”, it might be too distracting to function as a high-conversion landing page.

Ideally, there should be only one (or a maximum of two) calls to action that are clearly indicated by the surrounding page elements.

For specific PPC queries, a minimalist design that addresses the precise user intent makes a better landing page.

Faded Images Can Support the Call to Action Button Without Distracting From It.

Quality #9: It Changes as Needed

It’s relatively simple to design the perfect roofing landing page. However, goals, audiences, and markets change over time. What works (or doesn’t work) one day can change month to month!

The ideal landing page can be easily adapted to target new audiences and support new marketing channels, so don’t feel overly committed to one particular call to action or image.

Roofing Landing Page Design Services

According to reports, Google Ads alone earned over 264 billion in revenue. Clearly, businesses have faith in the power of advertising.

However, only 33 percent of consumers trust that brands can provide the exceptional customer experience they crave (Exploding Topics).

If your company can learn to better serve potential clients with tailored ads and simplified shopping, you’ll be one step closer to creating the exceptional experience consumers admire so much!

Our team at Roofing Webmasters would love to help you develop deeper client relationships and earn sustained growth for your company.

How To Write a Good Review for a Roofing Company

A good roofing company review includes details about the services provided and the behavior of the contractors.

When writing your feedback as a customer, highlight which factors influenced your rating, whether favorable or unflattering.

Also, feel free to offer the company suggestions for improvements.

Key Takeaway

When writing a review for a roofing company, be sure to mention the specific service provided and highlight factors that determined your rating.

Blog Cover for How To Write a Good Roofing Company Review

Tips for Writing Roofing Contractor Reviews

Writing a roofing company review is not rocket science. However, you should follow a few tips when crafting your feedback online.

The most important thing is to keep your comments civil and avoid resorting to personal attacks, threats, or disparaging remarks. See the tips here:

Provide Detail and Context

Writing one or two-word reviews does not violate most platforms’ guidelines; however, it does little to help prospective customers understand your experience.

Instead, consider including specific details about your experience, including the context of the roofing services provided.

Details help other consumers determine whether or not the company is right for them.

Screenshot of Favorable Roofing Company Review

Avoid Revealing Private Information

As a public reviewer, you want to remain largely anonymous and extend that courtesy to the contractors who performed the services.

But, of course, you are addressing a specific company, so that information is fair game.

However, refrain from revealing your personal addresses or those of your contractor.

Also, don’t include your neighborhood; others may feel uncomfortable with that information becoming visible on Google or elsewhere.

Ensure You Have The Correct Roofing Company

Roofing companies often have similar names, and you might confuse one roofer with another online.

Before providing positive or negative feedback, ensure you are addressing the correct business.

Many contractors will send a direct link to your phone or computer, making it easy to leave a review on the right business profile.

The worst-case scenario for a contractor is performing an excellent service and seeing a rival get the benefit.

Proofread Your Feedback

Don’t press send until you proofread your review, as a typo can reflect poorly on your feedback.

Also, keep in mind that many review platforms allow you to edit reviews after submission, so you can go back and correct mistakes later.

Still, it’s always best to get things right the first time. If you leave a critical review, you might find yourself typing fast and angrily.

So, be sure to take a deep breath and re-read your feedback before submitting it publicly.

Mention Specific Keywords

Include keywords in your online review if you really want to help a roofing company expand its online presence.

For example, Google Business Profile pulls keywords from customer reviews when ranking local roofers within the Google Maps 3-Pack.

So, if you feel the contractor performed excellent services, you can help them significantly by mentioning specific services like tile roof repair or metal roof installation.

Best Platform to Write Roofing Contractor Testimonials

As a customer, you might wonder which review platform benefits roofing companies the most.

Google reviews are the most valuable for search engine optimization and help increase conversions from Google Maps.

Still, a diverse review portfolio helps legitimize a business overall.

Google

As we mentioned, Google is the most valuable review platform for contractors.

Users see how many reviews a company has when searching for their brand name on the search engine.

In addition, Google reviews help boost Local Map-Pack rankings for roofing businesses.

Facebook

Because of its popularity, Facebook Recommendations hold significant influence over consumers.

As a result, you can benefit a roofing company by leaving a positive Facebook recommendation.

Aside from Google Business Profile, Facebook is usually one of the first search results people see when searching for a roofing company’s brand name.

Yelp

Yelp still holds considerable weight in the eyes of consumers and helps shape a roofing company’s reputation.

Like Google and Facebook, Yelp business profiles often appear on the first search results page for a specific company name.

As a result, leaving a positive Yelp review will almost always benefit the business.

Final Thoughts

Leaving a review for your local roofing company is a nice gesture when they provide great services for your home or commercial building.

Reviews help them enhance their reputation and grow their brand online.

With that said, some customers are intimidated by the review process and don’t understand what makes “a good review.”

Feel free to save this resource for reference next time you leave a review.

26 (Insightful) Roofing Sales Tips to Master Your Craft

Let’s be honest: roofing sales are essential to making money in this industry.

Marketing is the first step in promoting your roofing business, but without a comprehensive sales process, your investments will yield zero results.

The following article outlines comprehensive and actionable roofing sales tips to streamline your process and foster growth.

Whether you are a green sales rep entering the roofing game or a seasoned pro looking to break through the glass ceiling, these insights will help you finetune your sales techniques for superior performance and better results.

Tip #1: Establish a Roofing Sales Foundation

The roofing industry constantly evolves and varies by season, region, materials, and structure.

Learning these trends and variables helps you lay the proper foundation for roofing sales.

For example, more consumers today seek energy-efficient roofing solutions, reflecting an ongoing trend for environmentally efficient roofing systems.

As a salesperson, it’s important to monitor industry reports and attend industry events to keep your finger on the pulse of this profitable sector.

Tip #2: Adopt a Positive Sales Mindset

Roofing sales are not for the faint of heart, and developing a positive mindset by cultivating resilience can make or break your success rate.

Sales-based resilience is recovering from setbacks and maintaining energy and motivation independent of the outcome.

Roof salesmen can strengthen resilience by setting attainable goals and celebrating minor victories.

Mental framing is another way to maintain confidence, such as repeating sayings like “each no brings you closer to a yes.”

Tip #3: Prepare to Embrace Rejection

Rejection is part of sales across all industries, so you must prepare for it before entering the field.

With this in mind, you must approach roofing sales like a baseball player, who is considered successful when failing 70% of the time.

Frame each sales rejection as a growth opportunity to leverage the experience into future closings.

This mindset shift contributes to resilience, allowing you to refine your sales techniques and actively build confidence.

Tip #4: Actively Learn and Self-Educate

Keeping up with new roofing products and sales strategies lets you stay on top of your game year-round.

You should also actively pursue mentorship opportunities from successful sales reps inside and outside the roofing industry to ensure you always have access to an outside perspective.

Join certified training programs to refine your skills and gain credible expertise so you can offer the best solutions to your prospects.

Always keep an open mind and invest in yourself through professional sales development.

Tip #5: Use Strategic Prospecting

Investing in diverse channels is essential to maximize your reach when finding sales prospects for a roofing business.

The sales process should be connected to everything from social media marketing and SEO to door-knocking and industry event networking.

Ensuring your presence across all sectors of your consumer base, you keep your sales pipeline full and ready to convert.

Combining traditional strategies with digital innovations allows you to reach a broader audience and streamline your sales process.

Tip #6: Qualify Your Roofing Leads

The lead qualification process can make or break your sales closing rates.

For example, before investing in the sale, identify the prospect’s pain points and budget concerns and ensure they are the decision-makers.

Wasting resources on purported leads that cannot convert hurts your numbers and lowers your energy.

Conversely, investing only in qualified leads increases your close rates and helps you customize your pitch to your target consumer.

Tip #7: Build The Perfect Roofing Sales Pitch

While your sales pitch won’t be foolproof at its inception, trial and error will help you refine it to its maximum potential.

Make sure to balance cognitive information with emotional cues to appeal to prospects on a logical and visceral level.

Presenting unique insights that directly address common pain points fosters trust with potential sales.

A refined pitch tested on a large sample of your target customers can evolve into a high-conversion tool that transforms your roofing business.

Tip #8: Merge Technology With Your Sales Process

Incorporating modern technology into your sales process will reflect well on your business and help increase closing rates.

Examples of technology include drones for efficient roof inspections and digital apps for quick estimates and data-driven insights.

Presenting prospective clients with technologically-driven information becomes part of your sales pitch as it will likely impress many prospects.

This merger can separate your pitch from nearby competitors who rely on obsolete met

Tip #9: Pitch Value, Not Price

Compelling sales pitches relay the value of your roofing service or product rather than its price.

The key is to frame yourself from a position of expertise, allowing you to discuss the problem intelligently and provide an effective solution.

If your service or product’s only differentiation from competitors is its price point, prospects will find no reason to engage with your message.

On the other hand, a clear presentation of long-term value permits potential customers to make a good investment, regardless of pricing.

Tip #10: Practice Sales with Roleplaying

Roofing salesmen can build confidence through roleplaying by practicing various scenarios.

Ideally, each scenario is based on previous experience and sales objections from confirmed prospects.

Think of role-playing as a rehearsal for the real sales pitch, during which you can iron out your delivery and ensure a smooth messaging campaign.

As you gain first-hand experience through these practice scenarios, you’ll be more comfortable with prospect interactions.

Tip #11: Leverage Social Proof (Reviews, Testimonials, Etc.)

Consumers buy from those they trust, so leveraging reviews and testimonials from existing customers is a great way to increase your closing rates.

In addition, encourage current satisfied customers to refer your business by starting a referral program.

As you accumulate more reviews for your roofing business, implement them into your marketing and sales materials to establish credibility.

Prospects who feel comfortable with your company’s reputation are likelier to listen to your sales pitch.

Tip #12: Identify Buyer Signals

A shrewd salesman can detect specific cues that indicate the prospect’s intent to buy.

These cues can be verbal or non-verbal, so pay attention to the prospect’s questions, comments, and body language.

The most seasoned sales professionals use these cues as an opening to close the deal.

The more first-hand experience you gain in roofing sales, the better you will identify these buyer signals.

Tip #13: Confidently Address Objections

In any sales training, you are taught about overcoming objections.

While you can read verbatim from a sales script, addressing objections is more about confidence than words.

When a prospect presents an objection, it’s essential to listen to precisely what they say and provide a customized answer that will reassure them and alleviate doubts.

Your exact words are less important than demonstrating expertise and confidence to increase the closing rate.

Tip #14: Ask for The Sale

During your sales pitch, there comes a point where you must directly ask for the sale.

While there are varying opinions on the best closing technique in roofing sales, confidently asking for the sale is always part of the process.

Typically, the close will involve a summary of the benefits and a request to move forward.

You separate yourself from other salesmen with bad reputations by directly asking for the sale.

Tip #15: Invest in Post-Sale Communication

In roofing sales, the sale does not end after the initial transaction.

The most successful salesmen continue to speak with the customer after the sale.

For example, check in on the new customer to get their feedback on the quality of the services and if they met your presented expectations.

Not only does this communication increase referrals and repeat customers, but it also allows you to monitor the entire sales cycle, which helps in future sales with new prospects.

Tip #16: Provide Customer Service

After a sale, you become a point of contact for your new customer.

With this in mind, providing excellent customer service is vital as this is an extension of your sales.

Providing quality customer service helps foster trust and loyalty, resulting in more referrals and repeat customers.

Conversely, passing the customer service buck to a colleague after the sale can breed customer resentment.

Tip #17: Maintain Contact With Past Customers

After post-sale communication, including customer service, you might think your sales cycle is complete.

Wrong again. Maintaining contact with past customers months and years after their services are completed is vital.

The apparent reason for this is to encourage repeat customers, which increases their lifetime value.

The lesser-known reason is that maintaining contact with past customers helps you sell new ones.

Tip #18: Promote an Official Referral Program

Customers are more likely to refer friends and family when incentivized through an official referral program.

Creating and promoting a referral program entices your best customers to spread the word.

Consider your current customers an extension of your sales department, regularly putting out feelers for new leads.

Because trust and credibility are inherent to sales success, referral programs do a lot of the heavy lifting before you even speak with the prospect.

Tip #19: Live and Breath Self-Improvement

As the founder of Roofing Webmasters and the top digital marketing salesman in the U.S., I’ve honed my skills over 15+ years.

As a roofing salesman, I invite you to do the same for your family’s legacy.

I wake up every morning proud of my dominance in the roofing SEO industry, and you can do the same in the roofing service industry.

Taking your personal growth seriously involves attending industry events and self-educating on essential trends.

Tip #20: Record a Promotional Video

Because it’s easy to share YouTube videos on a website and social media, roofing companies can quickly build trust with prospective clients and make the sales process more manageable.

Creating a professional-looking video for a cost-effective price has never been easier.

Moreover, most smartphones can film high-quality videos and offer video editing tools.

Take advantage of this convenience by making frequent videos that positively feature your company, connecting to prospective clients in new and exciting ways.

Tip #21: Launch a Sales-Oriented Website

Your roofing website should be the top way to interact with your customer base and prospective clients.

With this in mind, site speed is essential so potential customers remain on your site as long as possible. Most importantly, your website has to be mobile-friendly.

Over 57% of users access the Internet through their mobile devices. If your site doesn’t have a functional mobile version, you are behind the eight ball.

Informational statistics and reviews are the best ways to make your website as informative as possible.

Tip #22: Get More Roofing Leads With SEO

SEO leads are the easiest to convert as the prospect has already demonstrated interest in your services before the sale.

In a practical sense, SEO is how Google and other search engines sift through search results to find the most relevant ones.

You want to ensure your business comes up in Google search rankings.

Consider these SEO statistics:

Over 90% of website visits start via a search engine
47% of users click on a top 3 SERP result

Tip #23: Tee Up Roofing Sales With PPC

One of the most effective strategies you can use is implementing pay-per-click ads. For example, investing in Google Ads places your ads at the top of search results.

So if your business is located in Austin, TX, and someone searches “Austin, TX roofing,” your ad will appear.

While PPC costs money for each click, it’s one way to get roofing leads quickly.

PPC pushes visibility to your website without fighting through those challenging SEO rankings.

Tip #24: Develop a Value Proposition

Companies must stand out by giving prospective customers a reason to choose their service.

With a unique sales proposition (USP), you can offer a specific benefit and tell your customer how you plan to solve the problem.

Most importantly, it shows that you can offer the customer something the competition can’t or doesn’t offer.

The best way to separate yourself from the competition is to make your company seem different, as if the customer can’t get the same service from anyone else in the industry.

Tip #25: Monitor Your Reputation

When it comes to roofing sales, your reputation proceeds you.

The first thing a prospect does is check online reviews and the company website.

Positive reviews on Google and other 3rd party platforms provide the social proof consumers covet online.

People often check multiple sources to understand a company’s standing.

With websites like Facebook, HomeAdvisor, and others, customers can find genuine reviews from real customers and develop opinions about that company.

Positive reviews encourage trust, while negative feedback raises red flags.

Tip #26: Manage Stress and Stay Healthy

Health is essential to the sales process, especially in the long term.

I wouldn’t be the top SEO salesman in North America if I did not regularly invest in my health.

The keys to a healthy sales lifestyle are celebrating wins and maintaining motivation.

If you can keep these principles at the forefront, your stress levels won’t become burdensome.

Final Thoughts on Roofing Sales

Over the past 15+ years, I’ve worked with thousands of roofers, and the best salesmen share common traits.

My tips throughout this post will help you make more sales and increase closing rates.

My roofing sales tips are proven and tested, from educating yourself about industry trends to instilling a positive mental attitude.

Roofing contractors often ask me whether top salesmen have an “it” factor that cannot be taught.

I tell them no, it is a learned skill that requires hundreds and thousands of reps.

By entirely investing in your sales process, you can constantly learn and improve and ultimately dominate your service area.

To learn more about the origin of my roofing sales tips, call my personal cell phone at (800) 353-5758.

How to Rank for Roofing Shingle Brands on Google

Have you ever wanted to rank your roofing company website for shingle brands like CertainTeed, GAF, Malarky, IKO, TAMKO, Owens Corning, and Atlas?

It’s a good idea because many of your customers are searching for roofing companies with experience with these shingle brands.

For example, a local homeowner might search Google for a query like “install certainteed roofing shingles dallas.”

Users who use specific long-tail keywords are among the many considerations when implementing SEO onto your website.

How Google Associates Roofers With Shingle Brands

Let’s use the example above in which a homeowner searches for a local roofer offering CertainTeed shingle work.

When queries related to shingle brands occur, Google will pull websites that have one of the following components in order of priority:

A page dedicated to CertainTeed shingles
The word “CertainTeed” within the content of a service or location page
A pin or check-in featuring images of CertainTeed shingles or “CertainTeed” in the caption
A customer review mentioning “CertainTeed” within a widget on the website

In rare cases, Google may show a Google Map 3-Pack for these types of queries, which would appear above traditional website results.

The Map 3-Pack will rank active Google Business Profiles based on the following priorities:

A connected website URL that mentions “CertainTeed.”
A Google review mentioning “CertainTeed.”
A Google Post mentioning “CertainTeed.”
The phrase “CertainTeed” within your Google business description

Specific Techniques to Rank for Shingle Brands

Create a Dedicated Page for Each Shingle Brand

Part of outperforming competitors on Google Search involves creating unique content that differentiates your website from others.

One example is publishing dedicated website pages for each roofing shingle brand (GAF, CertainTeed, TAMKO, etc.)

Depending on the content quality, Google will crawl and index these individual pages for brand-related queries.

A dedicated content page typically outranks a page with bullet points mentioning multiple brands or services.

To put it in simple terms:

A CertainTeed Roofing Installation Page

Ranks Higher Than

A Roofing Installation Page With Bullet Points for CertainTeed. GAF and TAMKO

Showcase Brand-Specific Jobs with Pins or Check-ins

Home service providers like roofers can benefit from schema markup called check-ins.

Schema markup is a microdata language that communicates with search engines and, in this case, signals a job out in the field (i.e., your customer’s home)

Several software tools exist to auto-publish check-ins for roofers, including DataPins, which consolidates schema check-ins, photos, mini-maps, and captions to form a pin.

Each pin can be tagged to a specific website page, so every time you install CertainTeed roofing shingles, it can be tagged to your dedicated CertainTeed page.

These pins create relevant content and SEO signaling that helps you rank for branded terms on Google Organic and Google Map 3-Pack.

Ask Customers to Mention Shingle Brands in Reviews

Another way to rank for roofing shingle brands on Google is to ask customers who received brand-specific shingle installation to mention the brand name within their Google reviews.

Each Google review appears on your Google Business Profile and can be scanned by Google’s local algorithm when ranking listings within the Local Map 3-Pack.

As a result, your Google Business Profile can rank for brand-related queries if you accumulate these types of reviews.

Furthermore, Google Maps sometimes displays “review justifications” with their search results.

For example, a consumer searches for Owens Corning Duration® roof shingle installation in their city, and Google shows them a highlighted review from one of your customers that mentions the material within their review.

The review is associated with your business listing to help the user find a company like yours that meets their specific needs.

If you install a review slider plugin on your roofing website, Google reviews mentioning these shingle brands can also help you rank on traditional organic results.

When Google reviews are included on your website, they are eligible to rank as part of your website (i.e., on Google search results)

Examples of Roofing Companies Ranking for Shingle Brands

At Roofing Webmasters, we have first-hand experience in helping roofers rank for shingle brands on Google search results.

Here are some of the many examples of our client’s ranking, below:

CertainTeed

This roofer ranks #1 on traditional organic results for CertainTeed shingle insulation in their city. Since the results DO NOT include a map pack, the #1 ranking is even more visible and attracts a higher click-through rate (CTR).

Owens Corning

The same contractor also ranks for Owens Corning shingle installation in the same area, showing the versatility and coverage roofing companies can achieve with the right SEO strategy.

GAF

This company ranks #1 on Google Maps 3-Pack for GAF shingle repair in their city, showcasing one of the rare examples of Google showing a map for this type of query.

Atlas

This contractor ranks for Atlas shingle installation in their city, a very populated area with lots of competition in the roofing space. Their willingness to go above and beyond with SEO made the difference.

TAMKO

This local roofer also ranks within a Map 3-Pack for a shingle brand query, such as TAMKO roof installation in their city. None of their customer reviews mentions “TAMKO, ” which means Google pulls the information directly from their website content.

IKO

This established roofing contractor DOMINATES search results for a specific IKO roofing shingle.

Consumers looking for this type of IKO roofing work in their area will see this roofing client when searching on Google, as they rank #1 and #2 on organic results, and the SERP includes a knowledge graph of their Google Business Profile.

This is Google’s way of highlighting a company that has demonstrated expertise for a topic while meeting a distinct user intent for a specific query.

Next Steps for Ranking Your Company for Shingle Brands

This post outlines the techniques necessary to rank for roofing shingle brands, such as GAF and CertainTeed, in detail, with specific examples of local companies that have successfully ranked for similar terms.

Every roofing contractor has the opportunity to rank for these brands if they are willing to put effort into their website and web content.

If you would like to emulate the shingle brand rankings above in your service area, study the free resources on Roofing Webmasters, including our website, blog, and YouTube channel.

We teach roofers how to rank for these kinds of search queries. However, if you want to take your rankings to the next level, don’t hesitate to contact us regarding our SEO services, including DataPins, the powerful Map ranking software that helps you rank for thousands of long-tail queries from your real-life jobs.