Author Archives: Roofing SEO Webmasters

17 Realistic Ways To Get Commercial Roofing Leads

Most roofers understand the importance of roofing leads, in general. However, targeting a commercial audience for leads can be quite a challenge, 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 effective strategies for your team.

A Company Looking for Commercial Roofing Leads
High Ranking Experts Outside of Your Service Area Can Still Offer Valuable Ideas!

Idea #1: Competitive Analysis

One of the fastest ways of identifying opportunities for stronger roofing leads generation is to compare your strategy to other competitors in the industry. Frankly, it can be challenging to pick apart our own company weaknesses, especially when you’ve spent so much time willing it succeed. That’s why an honest look at an opponent opens up new doors so frequently.

For one, most of the marketing research will have already been completed by the competitor in question. This 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: “plumbing 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 in order to rank up in Google Search. We’ll talk more about this in a little bit.

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 explicit 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 deeper 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 in valuable traffic for 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 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?

Facebook Page Set Up for Commercial Roofing Leads
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?

Key Facets of an Optimized FB Business Profile

  • Up-to-date Contact Information
  • Tactfully Answered Client Reviews / Recommendations
  • Clear Calls to Action
  • Relevant Pictures
  • Links to the Main Company Homepage
  • Posts with Pictures of Your Recent Work
  • A Well-Written About Page

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.

Idea #7: Retarget With Facebook Pixel

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 extremely helpful 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!

A Commercial Roofing Company Instagram Profile
This Team Continues to Post to Instagram on a Regular Basis. (Source: Baker Roofing Company Instagram)

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 are based on images or videos, with captions offering room for relevant keywords. According to Statista, Instagram’s user base is projected to rise up to 125.5 million in the US 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. Your most compelling work can be promoted into custom ads. Instagram grows more and more essential as younger generations climb the workforce ladder. Having a presence ready for them will certainly funnel some commercial roofing leads your way.

An Active Roofing Company on Instagram
Instagram is an Ideal Channel to Share Your Project Photos!

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. Think of the countless roofing projects they’ve installed, repaired, and restored over the years! Instead of promoting a service, what if you promoted the seasoned professionals behind the service?

Take a little talent inventory to see what sort of experience you could take advantage of. This method of advertising employees 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 extremely proud of? 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 a great 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. Simply 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-to’s 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 in Facebook
  • Create Instagram stories
  • Share them with an industry publication

Idea #13: Hunt the No’s

Understanding why people turn down your amazing 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 “N.O.”

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 that needs to be overcome.
  • There’s confusion or uncertainty regarding the right solution.

Thankfully, many of these potential “no” sources can be proactively addressed 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 create further 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 weighty purchases. Think of every consideration 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 clients rely on.

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 crucial 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 powerful 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 2020. 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 important 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, 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, and/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 amazing resources.

Calls to action rely on four key elements:

  • Clarity on the services being 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 ensuring the value of the services being offered has been clearly explained. It stands out clearly 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.

Consult with one of our experts for free at (800) 353-5758, and you’ll see the difference one dedicated marketing team can make!

Winning The Race for Spring Roofing Leads | Roofing SEO Podcast

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.

Hail Storm Roofing Map Pack Screenshot

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.

Roofing Webmasters Logo

Spring is The Season For Roofing Leads

Spring Roofing Leads GraphicAs 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.

Posted: | Updated: Jul 14, 2020 | Categories: Roofing Leads

4 Ways to Generate Roofing Leads

Roofer Lead Generation Tactics
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

Posted: | Updated: Jul 14, 2020 | Categories: Roofing Leads