A good roofing company review includes details about the services provided and the behavior of the contractors.
Be sure to highlight which factors influenced your rating, be it favorable or unflattering.
Also, feel free to offer suggestions for improvements.
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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.
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.
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 personal addresses of yourself or your contractor.
Also, don’t include your neighborhood, as 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 feedback, whether positive or negative, 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 they also 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.
At Roofing Webmasters, publishing high-quality roofing websites is what we do. Still, contractors want to know about website builders, what they are, and how they can help increase their online presence.
As a result, The Webmasters produced a website builder for our clients called DataPins. But before we delve into what DataPins can do for local roofing websites, you should first understand website builders in general.
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What is a Roofing Website Builder?
A roofing website builder is a program or platform that enables you to manually create a professional-looking website without coding experience.
Many site builders have grown in popularity as business owners take on digital marketing tasks on their own rather than paying for professional roofing website design.
Best Website Builder for a Roofing Company
Roofing Webmasters with DataPins is the top website builder for roofing companies in 2024.
DataPins allows roofing contractors to auto-publish completed jobs onto relevant city and service pages. Performing your regular work results in thousands of optimized web pages for local roofers.
Other Website Builders for Roofing Businesses
Although Roofing Webmasters is the clear-cut #1 website builder for roofing businesses globally, other options exist for contractors looking to perform DIY website design.
You can see a complete list below:
WordPress
WordPress powers nearly half of all active websites, making it the most popular website design platform. However, WordPress.org differs from WordPress.com in that it serves as a DIY website builder.
WordPress.com is self-hosted, while WordPress.org is a content management system with open-source design capabilities. Using the CMS typically requires professional design assistance or at least a WordPress theme.
The WordPress CMS also plugs in with compatible 3rd-party website builders like Elementor. Plugins alone make WordPress CMS one of the best platforms to build a roofing company website.
Conversely, WordPress.com does not require a separate hosting account, and the interface is a simple drag-and-drop. Despite its ease of use, WordPress.com has more limitations than its CMS counterpart.
Consider that many top global websites use WordPress CMS, including Microsoft and WhiteHouse.gov. Local contractors can’t go wrong by choosing WordPress to publish their business websites.
Wix
You have probably seen commercials for Wix, a well-known website builder that relies on cloud hosting. Wix is one of the most simple builders available to roofing contractors. Nearly 2% of all websites use Wix.
A primary Wix benefit is its complete hosting, which precludes roofers from purchasing a different hosting plan. In addition, Wix provides several hundred template options for businesses to select for their new website.
Like WordPress plugins, Wix provides app options, both free and paid, that help enhance your site template. Some come from 3rd party developers, while others come directly from Wix developers.
Wix provides a cost-free plan for frugal contractors that limits both storage and bandwidth. Still, the free program gives companies a risk-free look at what the platform can do for an online presence.
In addition, free users can easily upgrade their plans to unlock more advanced features.
One of the significant downsides to Wix comes if you decide to leave the platform for WordPress or another website builder. Moving a Wix website is a massive pain.
Most webmasters end up redesigning their entire website rather than going through the trouble.
Squarespace
Like Wix, Squarespace is a user-friendly website builder that allows roofers to craft a professional-looking design in minutes.
Though it lacks the advanced customization tools of WordPress, it provides ease of use. About 1.8% of all websites use Squarespace.
Squarespace comes with world-renowned hosting that allows roofing companies to focus on publishing content and increasing conversion rates.
In addition, the platform offers a wide variety of template designs, including the option to use multiple templates at once.
Squarespace makes content editing simple by providing editable templates. Users can point their mouse anywhere on the template and begin typing their content. Users can also drag elements anywhere on the page.
One major downside to Squarespace is its lack of integrations.
Unlike WordPress, which offers the ability to connect with a whole host of third-party enhancements, Squarespace relies heavily on its own framework.
The good news is that roofing companies can claim a Squarespace website for as little as $12 per month, with the option to upgrade plans for more advanced features.
Weebly
Weebly is a highly-regarded website builder for roof contractors and offers many designs, templates, and functionalities.
As a result, the everyday internet user can easily design a professional-looking roofing website with zero coding experience.
Like Wix and Squarespace, Weebly is fully hosted, meaning roofers won’t need to invest in a hosting account from a 3rd-party provider.
In addition, it comes with an excellent selection of templates so contractors can mess around.
For example, Weebly features built-in contact forms, sliders, and photo galleries, allowing for easy feature enhancement for DIY roofing contractors. Beginners will find Weebly especially easy to use.
Weebly offers a basic free plan, which users can upgrade at any time.
However, keep in mind that free plans automatically show ads for Square on your website, which can deter some roofing companies from going cost-free.
Duda
Duda stands out from most other website builders because it is fully white-label. Its features also focus on SEO-friendly strategies to empower DIY website designers to produce a high-ranking roofing company website.
Duda comes with AWS hosting with paid plans ranging from $14 to $44, depending on how many websites you need.
For example, as a roofing company, you probably only need one site, in which case you can pay $14 per month.
Duda provides many high-quality features, including custom widgets that you can drag and drop throughout your website.
Like Weebly, Duda offers custom contact forms and click-to-call buttons to increase conversions.
Editing content on Duda is more complex than on WordPress, though it’s still relatively simple. However, you will need to add a separate block for images, making pasting content from another file a bit of a pain.
Still, Duda is a great option for local roofers looking to publish a website online.
In addition, DIY website designers will find the drag-and-drop functionality useful and easily insert contact options to increase leads and customers.
Website Builder FAQ
As a local contractor, you probably have many questions about website builders and their proper use.
The good news is that Roofing Webmasters has decades-worth of experience producing roofing websites that rank.
Below are some of the most frequently asked website builder questions.
Do Website Builders Limit SEO?
Some website builders limit SEO potential while others enhance it. For example, Roofing Webmasters with DataPins or WordPress virtually guarantees a strong SEO presence.
However, Weebly and Wix both present SEO limitations.
Do Professional Web Designers Use Website Builders?
Most professional designers use WordPress CMS as the framework of their websites. Still, professional coding skills and knowledge are required to produce custom WordPress websites, templates, and themes for roofers.
Are Website Builder Templates Penalized for SEO?
Google publically states that templates and themes are not subject to penalties like duplicate content.
Therefore, people who suggest that website builders are duplicate content are misinformed or intentionally trying to disparage the use of website builders.
Are Website Builders Cheaper Than Professional Services?
Website builders cost less than professional web design services in almost every case. However, some amateur designers will create websites for free.
Still, your ultimate investment should depend on your business’s current position and available resources for marketing.
Do I Need a Domain Name for My Website Builder?
Many website builders provide free subdomains, but every roofing company should purchase an exclusive domain name.
Subdomains, like roofcompany.weebly.com, severely limit search engine optimization. Therefore, owning your own domain name is critical to your online marketing.
With a commercial roofing logo, you really need to convey a sense of professionalism and capability. Such traits can be challenging to obtain via text and imagery, but they can be achieved.
My name is Nolen Walker. My agency, Roofing Webmasters, has seen more than its fair share of commercial roofing logos, so I speak from experience after working firsthand with these companies.
Whether you are a new commercial roofing business owner or considering a rebrand for your existing business, you can benefit from learning the tenets of a solid commercial roofing company logo.
In the following post, I will outline the common design elements found in prolific commercial roofing company logos. I will also provide tips for brainstorming your own logo design.
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Elements of an Appealing Commercial Roofing Logo
Established commercial roofing companies share common design elements in their logos. A simple search of commercial roofing contractors in your area showcases a common thread between their logo designs.
I know this first-hand because my agency helps design logos for commercial roofers throughout the United States.
Some of the essential elements include:
Readable Fonts
Stick to easy-to-read fonts that won’t require reading glasses to decipher. Your logo won’t’ connect with consumers if people can’t pronounce the name because of font problems.
Ensure the font isn’t too busy and that the text is nice and clear – unobstructed by flashy design elements. Remember, you aren’t trying to go over the top; instead, you are attempting to build credibility.
Evocative Imagery
Consider the natural geography and terrain of the area(s) that you operate in. If you have trouble considering images to include in your logo, try incorporating some of these natural elements.
For instance, if you operate in Arizona, consider adding cacti to your logo. If you work in a metropolitan area, consider using a simple skyline for your logo.
Using imagery that recalls the area’s reputation can help you connect with current and potential customers. It also shows that you are invested in the area where local businesses tend to gravitate.
Simple Color Schemes
It is best practice to stick with 1-3 primary colors for your logo. I have already discussed avoiding unprofessional colors, but you should also avoid using too many colors.
The best commercial roofing logos use two colors that complement each other very well. Toy around with a couple of color schemes until you find one that catches the eye without becoming too hectic.
Think of your logo as a sports uniform. Which teams typically have the most memorable uniforms? It’s the ones with simple color schemes.
Company Name
Think about some of the keywords in your company name. They may tell you what kind of imagery or design you can use in your logo.
For example, if your company name includes words like peak, pinnacle, or apex, these words bring lofty heights to mind. So, maybe incorporating a simple image of a rooftop or mountain would be a good design element.
You’re not looking to create a work of art with your visuals but instead to establish a consistent theme that instills credibility and trust in your commercial roofing company.
What to Avoid When Creating a Commercial Roofing Logo
Like most potential customers can spot a high-quality commercial roofing logo, many can identify a bad one. Unfortunately, these logotypes also share common traits.
Check out some of the most common traits of ineffective logos:
Gaudy Colors
The goal of your commercial roofing logo should be to convey professionalism. Unfortunately, one of the quickest ways to turn off potential customers is to hand them a company card with flashy colors.
Ensure your logo is devoid of playful, child-like colors such as pinks, bright greens, and neon oranges. Remember, you aren’t selling services to children, so you should target your adult demographic.
Lengthy Names
You don’t necessarily have to use your full company name in your logo. If your company name is long, consider trimming it down for your logo or initializing it.
Stuffing a long business name into a logo is usually a bad idea. It looks too busy and makes it harder for the image to stick in the customer’s mind—which should be the goal for your logo.
Logo Templates
While considering your logo, you may come across online services offering logo templates. However, some of these platforms require you to pay for a royalty-free version, so be careful not to simply copy and paste.
You may be tempted to use one of these templates to generate your own logo. However, hundreds of commercial roofing contractors are probably using the same templates.
If you really want your logo to stand out, using a template is counterproductive. Your consumers may not notice templates consciously, but their similarities may dissuade them on a subconscious level.
Bonus Commercial Roofing Logo Design Tips
If you are still feeling overwhelmed by the process of creating a commercial roofing logo design, don’t worry. Most commercial roofing business owners aren’t graphic designers.
Here are some additional tips to help you get the logo of your dreams:
Hire a Logo Designer
Hiring a professional graphic designer may be the best way to create a good logo. Even if you already have ideas, working with a private designer lets you convey them to someone who can translate them.
Produce a Rough Sketch
Before you hire a designer, it can be constructive to sit down with a pencil and pad and start roughing out some of your ideas for a logo. You don’t have to be an accomplished artist to develop a basic design theme.
Once you start doing some rough sketches, you will probably see some things that do and don’t work. You may even get inspired by themes or concepts you had not previously considered.
Seek Feedback
It never hurts to brainstorm ideas with friends and family. They may provide valuable input and perspectives that you hadn’t considered. If you have friends in other industries, run your ideas by them.
Analyze Competitors
It never hurts to examine the logos of the best roofing companies in your area (or outside your location) and see what they are doing right. But, of course, you never want to plagiarize or even come close.
Still, looking at the logos of other companies may be just what you need to spark some ideas of your own. Furthermore, it’s critical not to reinvent the wheel. Your logo design should fit in with other roofers.
Next Steps for Commercial Roofing Logo Design
Understanding the elements of an effective logo allows you to confidently take the next steps with logo design. You can utilize free logo design tools throughout the internet, but some of these may not produce royalty-free visuals (which can create legal problems down the road).
I’ve talked with thousands of commercial roofers over the past decade, and a logo is only as effective as its associated marketing campaign. At the end of the day, the goal is to generate more commercial roofing leads for your company.
I recommend partnering with a logo design company to ensure your logo is above board. I invite you to contact me personally to discuss how my agency, Roofing Webmasters, can design a custom logo for your commercial roofing business.
Home builder digital marketing is an effective way to get new customers. SEO strategies for roofers often overlap with those of home builders. For this reason, Roofing Webmasters is the ideal agency to publish the digital marketing guide for home builders.
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What is Home Builder Digital Marketing?
Digital marketing is the promotion of home builder companies through the Internet or other digital platforms. Examples of digital marketing include SEO, content marketing, and social media advertising.
Digital Marketing Strategies for Home Builders
For home builders, finding good information about digital marketing is challenging. Most articles talk about roofing marketing or marketing for construction. However, home builders require a unique and custom digital marketing plan.
Search Engine Optimization
SEO is the most appealing long-term marketing strategy for home builders. The process involves optimizing website pages for specific keywords and generating organic traffic through Google and other search engines.
Some contractors dislike SEO because it takes months to work. However, established brands can often expedite the process with proper optimization techniques. Unfortunately, newer companies will have to start from scratch.
Keyword Research
Keywords are terms users search for on Google and other platforms. Tools like MOZ and SEMRush measure search volume to gauge how frequently users search for specific words and phrases.
The goal is to rank your website for relevant terms so that users will find your company and submit their contact information. With this in mind, it is critical to understand the intent of keywords, such as informational, transactional, and navigational.
Local SEO
Local SEO is a subcategory of search engine optimization but focuses strictly on local search results. The local algorithm looks at factors like proximity, relevance, and prominence.
Your Google Business Profile is a great way to rank locally, representing your business within Google’s directory. In addition, local users may see your profile within the Local Map 3-Pack or Google Maps.
Content Marketing / Blogging
Creating valuable content can help you reach more potential clients. One of the best mediums to publish content is your website’s blog. Use keyword research (which we outlined earlier) to find informational queries that are worth writing about.
You can market them through social media and email as you produce high-quality blog posts. Don’t limit yourself strictly to text content, as videos, podcasts, and e-books are all alternatives.
Analytics / Reporting
To evaluate your digital marketing campaign, you must measure it through analytics. Use Google Analytics and Google Search Console to track your website performance over time. Installing GA code is easy, especially with a WordPress plugin.
You can measure performance in various ways if you properly track user behavior. For instance, you can set goals on Google Analytics and compare traffic by month, year, and season. The more data you accumulate, the better you can understand potential improvement areas.
Link Building
Links are a prominent SEO ranking factor and remain critical to producing good results. Search engines measure links from external websites as well as links from one page to another internal page.
Homebuilder websites should build links with the user in mind to help them quickly navigate the website. Acquiring inbound links from 3rd party websites is helpful as long as that site has good authority and credibility.
Website Design
A good website is critical to home builders’ digital marketing efforts. Fast speed, clean navigation, and responsive web design across devices all help you gain new customers. In addition, all of your other actions, like SEO and email marketing, rely on a solid website.
Aside from providing a good user experience, a home builder website should convert as many visitors as possible. This is best achieved through CTA buttons or calls to action. A contact form and a click-to-call button are both examples of CTAs.
Social Media Advertising & Marketing
Many of your target consumers spend their time on social media platforms, making these channels ideal for marketing and advertising. In addition, most social networks provide targeted ad campaigns to reach users.
Facebook
Facebook has over 2 billion active users, making it a goldmine for advertisers. The first step is creating a Facebook Business Page so users can follow and interact with your business.
Next, you can start running paid ads that target potential customers. Facebook Ads capture leads at every point in their buying journey. Finally, you can set a budget to optimize your ad spend with Facebook.
Instagram
Facebook owns Instagram, which grows in popularity each year. IG has over 800 million active users who engage with friends and businesses. Creating an Instagram business account is easy and provides real-time analytics.
You can target IG users through your Facebook Ads Manager to reach a broader audience. One of the best ways to get users on IG is through Instagram stories, short videos of your business that disappear after 24 hours.
YouTube
YouTube is an ideal social platform for home builders because you can showcase your projects in video form. People are constantly looking for videos about new home construction so that you can maximize the platform.
One advantage of YouTube is its feature that allows web admins to embed videos onto their websites. Home building companies get the best of both worlds by publishing videos on their channel and web pages.
Paid Advertising
We touched on social media ads earlier in the post. Still, other forms of online advertising also contribute to digital marketing for home builders. For example, Google Ads is one of the most popular platforms to reach users digitally.
Unlike SEO, paid advertising works instantly, but it also costs money. Therefore, understanding which terms to target and set your budget for maximum benefit is key to a successful digital advertising campaign.
Pay Per Click
PPC is the most popular paid advertising method, requiring advertisers to pay each time users click on their ad. For new home building companies, PPC is very popular since it works instantly.
Despite its ease of use, PPC is not the best long-term digital marketing strategy. SEO produces superior leads for less money over time. However, PPC helps supplement traffic while the SEO process matures.
Google Ads
Google Ads (formerly AdWords) are the most common form of PPC ads. Google makes it simple to target keywords using Google’s Keyword Planner. Advertisers can also choose locations and target audiences.
How expensive a keyword is per click is known as cost per click or CPC. The most competitive keywords naturally have the highest CPCs as most home-building businesses vie for the same clicks.
Defining Your Audience
To maximize your digital marketing campaign, you must narrowly define your audience. First, consider who your ideal customer is and their needs.
In some circles, the ideal consumer is called a buyer persona. For example, consider a scenario where you promote condos to people aged 25-32. This age group appreciates nightlife, restaurants, and shopping.
Once you identify your buyer persona, crafting a marketing campaign around their needs becomes easier. In this case, you’ll want a campaign that exudes modernism, excitement, and innovation.
Email Marketing
Email marketing is an effective promotional strategy for home builders. While you may not love the idea of flooding people’s inboxes, an intelligent email campaign can work wonders for your business.
The key is building a legitimate list of email subscribers, which you can do by exchanging value on your website. For example, offer a free PDF of your home construction highlights on your website. Use software like AWeber to create email lists and Thrive Leads to create opt-in forms.
Once you establish a list, you can send automated campaigns to subscribers. Segment your list so people get the most relevant emails possible based on their needs and interests.
Digital Marketing Tools for Home Builders
Nobody expects your company to utilize every strategy on the list. However, to implement several of them, you will need the help of some digital marketing tools. Many of these tools help you reach your marketing goals more efficiently, and some even provide new opportunities altogether.
DataPins
DataPins is an excellent digital marketing tool for home builders. It allows companies to drop a pin each time they construct a new home. In addition, these pins get published on the corresponding web page, serving as user-generated content and social proof.
Best of all, the DataPins tool segments pins by location and attaches schema code so that Google recognizes the latitude and longitude. What better way to rank for home building services in multiple cities?
MOZ Keyword Explorer
Moz Keyword Explorer is a great way to find keyword opportunities for your home-building website. In addition, you can find keywords for service pages and blog posts, which can help you reach customers and new leads.
Keyword Explorer segments keywords by search volume, difficulty, and priority. Additionally, users can monitor which keywords competitor websites rank for so they can close the gap between that website and their own site.
Majestic Backlink Checker
Majestic is an excellent tool to measure your website’s backlink portfolio and those of competitors. If you notice a top competitor getting links from a high-quality website, see if you can also network with that website.
Majestic also allows users to measure link equity on the page and domain level. For instance, you can see which links are pointing to your domain and which are pointing to specific pages on your website. These metrics help you improve your content to earn more links.
AWeber
AWeber represents one of the best email marketing tools on the market. With AWeber, home builder companies can create lists based on various segments. In addition, users can design email campaigns and enhance visuals using Canva.
AWeber tracks your email campaigns to know which subscribers are engaged and which are lagging in their responses. These metrics help you improve your email content to reach new subscribers better.
Final Thoughts on Digital Marketing for Home Builders
Google can be a goldmine for homebuilders if they can rank on organic search results. Between the map pack and traditional organic results, home builders can regularly acquire low-cost leads. For newer companies, investing in paid advertising, like Google Ads, is a great way to supplement early traffic. In addition, tools like AWeber and DataPins help you maximize your existing customers and grow your company.
As the owner of Roofing Webmasters, a digital marketing agency for roofing companies, I am often asked to discuss the topic of Local Service Ads, also known as Google Guaranteed.
Key Takeaway
The appeal of LSA ads for roofers is clear. They allow companies to place their brand and reviews at the very top of Google search results for relevant queries. However, there are barriers to entry for businesses looking to enter Google’s LSA program, as Google guarantees quality services from these selected providers.
In my guide below, I’ll outline the pros and cons of Google LSA for roofing companies and describe its potential role in a broader digital marketing campaign.
Local Service Ads Explained
Google’s Local Service Ads (LSA) is Google’s pay-per-lead advertising platform for verified roofing contractors and other businesses. Only roofing companies who pass the LSA verification process are eligible for these ads.
The verification process includes:
Business entity check
Business owner background check
Service professional background check
License check
Insurance check
Once verified, roofers only pay for leads from these advertisements rather than paying per click with traditional Google Ads (PPC). Local service ads appear above traditional paid advertisements to people performing a local search for roofers in their area.
The Purpose of “Google Guaranteed”
Google Guarantee is a badge for businesses that pass Google’s screening and qualification process through LSA or its partners. Customers who use services from companies with GG badges may be eligible for reimbursement if they find the service unsatisfactory.
Customers can submit reimbursement requests, and Google decides on the resolution. Google has complete discretion on these matters, which do not replace customers’ standard legal or insurance actions.
How Local Service Ads Work
Local Service Ads work like a pay-per-lead model where you only pay after the customer contacts you from the ad. The LSA model differs from standard PPC ads, which require the advertiser to pay each time a user clicks on the ad, even if they don’t contact the business.
Users who click on your ad can contact you in one of three ways:
Phone Call: Google will record the call, and you can mark it as a qualified lead or a junk lead
Message: Users message your business through the LSA platform
Calander: Users book a service on your connected calendar directly through LSA
A pay-per-lead model is more appealing than PPC because users often click on ads without the intention to use the service. With Local Service Ads, there is much less room for error, and the qualifying questions ensure that you are connected to a warm lead.
LSA Eligibility in Your Zip Code
LSA is not available for every industry in every location. You can check the availability of Local Service Ads in your area by filling out an eligibility form.
LSA Cost for Roofers
Your cost per lead will vary by zip code. You can estimate your cost per lead using LSA’s cost estimator. For example, in Fort Worth, Texas, the estimated cost per lead for ten leads per month is $320 – $480.
Potential Downsides to LSA for Roofing Companies
Make no mistake: LSA is a glorified pay-per-lead model. If you know my content, including my Roofing SEO Podcast, you know that I advise against pay-per-lead as your primary source of new customers.
Here are some of the downsides to Google LSA:
Cost Per Lead
As you saw with the cost estimator, LSA leads are more expensive than standard roofing leads. Customers acquired through organic search will likely cost your company 95% less than those generated via Local Service Ads.
Wasted Leads
Although roofers can mark fake leads as junk and not pay for them, some leads that seem good initially still don’t result in a sale. In these cases, the roofing company pays a premium for a lead that never converts.
Google Dependency
With LSA, Google essentially owns your lead source. At any point, Google can choose to rescind your business’s verification or raise the cost per lead. While SEO campaigns still rely on Google’s search engine, they are more of a partnership with Google than an employee.
Moving Forward with Google LSA
Local Service Ads for roofing companies can be helpful in a broader digital marketing strategy that includes SEO, website design, reputation management, and digital branded signaling.
I don’t recommend relying solely on Google LSA to generate roofing leads as the cost per lead is expensive and not sustainable as a primary lead source.
If you require assistance with your advertising strategy in 2024, reach out to me for a free consultation.
Roofing Webmasters has you covered if you are looking for a construction keywords list or keywords for construction management. Since construction companies often fall under a similar content strategy as roofing companies, the overlap produces several keyword variations that can help generate visitors using SEO for construction companies. As a result, our team constructed a keyword list that dives deeper than other marketing websites offer by providing additional metrics like keyword difficulty and organic CTR, in addition to search volume.
Top 102 Keywords for Construction Companies
Commercial Intent Keywords
These keywords are best for service pages as users who search for them usually want to buy a service. With a properly optimized website, you can convert these users into customers at a high rate. With this in mind, service pages should always showcase a clear and urgent call-to-action (CTA) so that users can quickly take action. Commercial intent keywords are frequently at the bottom of your funnel, making them the most valuable keywords to rank for on Google organic search results.
Keyword
Volume
Intent
Difficulty
CTR
vinyl siding
78,353
commercial
46
96%
fiber cement siding
20,880
commercial
37
88%
board and batten siding
18,620
commercial
31
38%
construction companies near me
16,353
commercial
51
84%
wood siding
15,884
commercial
41
56%
metal siding
14,947
commercial
32
79%
aluminum siding
14,221
commercial
27
82%
james hardie siding
13,271
commercial
42
14%
new construction homes near me
8,868
commercial
40
88%
shiplap siding
8,565
commercial
33
56%
certainteed siding
8,380
commercial
45
13%
home remodeling
8,363
commercial
57
83%
siding repair
7,542
commercial
55
80%
home renovation
7,008
commercial
49
80%
new home construction
5,376
commercial
57
100%
certainteed vinyl siding
3,905
commercial
48
27%
vinyl siding repair
3,683
commercial
37
78%
new home construction near me
3,193
commercial
56
94%
vinyl siding installation
3,068
commercial
46
82%
home remodeling near me
3,021
commercial
52
84%
new home builders
2,850
commercial
59
90%
vinyl siding near me
2,757
commercial
45
86%
aluminum siding repair
1,784
commercial
36
85%
siding repair near me
1,784
commercial
45
86%
aluminum siding repair
1,784
commercial
36
85%
construction services
1,188
commercial
25
84%
home remodeling contractors
1,159
commercial
50
83%
home remodeling contractors near me
949
commercial
53
86%
vinyl siding contractors near me
853
commercial
48
83%
home remodeling companies
839
commercial
41
84%
residential general contractors near me
744
commercial
51
88%
residential construction companies
664
commercial
37
88%
wood siding repair
611
commercial
39
86%
residential general contractors
585
commercial
49
100%
james hardie siding installation
585
commercial
31
81%
roofing construction
585
commercial
45
82%
shiplap siding exterior
521
commercial
30
58%
fiber cement siding installation
508
commercial
41
48%
shiplap siding interior
508
commercial
42
60%
aluminum siding repair near me
483
commercial
29
84%
high end vinyl siding
322
commercial
37
80%
metal siding near me
322
commercial
34
84%
siding repair contractors
263
commercial
42
84%
shiplap siding installation
240
commercial
43
55%
board and batten siding installation
196
commercial
35
52%
commercial building contractors near me
185
commercial
44
84%
house siding repairs
185
commercial
56
52%
exterior siding repair
174
commercial
43
92%
siding repair company
132
commercial
36
90%
new construction single family homes
111
commercial
48
60%
roofing construction companies
34
commercial
38
83%
roofing construction companies near me
27
commercial
50
84%
roofing construction company
27
commercial
29
83%
siding repair companies near me
24
commercial
46
86%
Informational Intent Keywords
Informational intent keywords are best for blog posts on your company website. Users searching for these terms are not typically ready to buy right away. However, you can capture them at the top of your funnel and remarket to them in the future. In addition, ranking for informational keywords helps strengthen your website’s topical authority and earns more natural links from around the web. Finally, interlinking from a blog post to a service page is a great way to intelligently distribute link equity to your highest-converting pages.
Keyword
Volume
Intent
Difficulty
CTR
vinyl siding cleaner
7,425
Informational
39
95%
home remodeling ideas
2,434
Informational
48
44%
types of vinyl siding
1,874
Informational
33
64%
fiber cement siding problems
1,563
Informational
28
53%
certainteed vinyl siding colors
1,388
Informational
44
41%
metal siding colors
1,316
Informational
25
64%
fiber cement siding cost
1,259
Informational
32
83%
certainteed siding colors
977
Informational
40
41%
vinyl siding colors and styles
963
Informational
40
55%
aluminum siding cost
949
Informational
28
80%
vinyl siding installation instructions
866
Informational
33
87%
best roofing contractors near me
825
Informational
53
84%
siding repair cost
651
Informational
42
86%
home renovation ideas
638
Informational
48
50%
steel siding cost
585
Informational
26
58%
where to buy vinyl siding
559
Informational
46
100%
aluminum siding colors
534
Informational
31
38%
new home construction costs
495
Informational
52
60%
vinyl siding installation tools
470
Informational
32
88%
wood siding options
457
Informational
37
69%
fiber cement siding colors
445
Informational
35
36%
certainteed vinyl siding reviews
420
Informational
36
56%
how to repair wood siding
383
Informational
37
56%
james hardie siding reviews
310
Informational
30
37%
how to install fiber cement siding panels
252
Informational
39
58%
james hardie siding warranty
207
Informational
30
94%
siding repair kit
196
Informational
42
58%
aluminum siding prices
174
Informational
30
55%
james hardie siding installation instructions
174
Informational
29
87%
home renovation cost
153
Informational
46
75%
wood siding repair cost
142
Informational
46
55%
certainteed siding color chart
122
Informational
45
41%
diy board and batten siding
111
Informational
38
78%
vinyl siding repair cost
82
Informational
42
90%
vinyl siding installation tips
82
Informational
35
89%
high end vinyl siding brands
73
Informational
35
55%
fiber cement siding installation cost
64
Informational
36
94%
certainteed vinyl siding accessories
55
Informational
31
88%
roof construction diagram
47
Informational
50
41%
board and batten siding colors
39
Informational
34
41%
aluminum siding repair parts
27
Informational
40
94%
fiber cement siding installation video
27
Informational
72
64%
aluminum siding repair cost
24
Informational
46
55%
fiber cement siding installation instructions
24
Informational
31
96%
james hardie siding installation guide
17
Informational
21
56%
roofing construction terms
17
Informational
30
41%
vinyl siding comparison chart
17
Informational
28
87%
installing board and batten siding around windows
17
Informational
39
82%
How To Implement Keywords for Construction Companies
When writing your service pages and blog posts, you can download the XLS file to reference these keywords. However, it’s best to craft a comprehensive content strategy before publishing new content so that you avoid keyword cannibalization and maximize efficiency. Once you map out which pages and posts will target which keywords, you can insert these keywords into the proper areas. Consider the following:
Title Tags: Your keyword should appear once at the beginning of your title tag
Meta Descriptions: Your target keyword should appear once or twice within your meta description
Headers: Your target keyword should always appear in your H1 and sometimes in your H2s and H3s.
Body Content: Your keyword should appear one to five times (depending on total word count) within the content itself but should never exceed ten.
Other Considerations for Keywords for Home Builders
When publishing content with construction marketing keywords, you must keep the reader as your top priority. Engaging in oversaturation and improper grammar can deter readers from buying your services and discourage Google from ranking your pages. Therefore, consider the following things before publishing content:
Avoid Keyword Stuffing: Never add too many instances of the same keyword, as Google will mark your page as spam, and readers will bounce from your website.
Utilize LSI Keywords: Consider using LSI keywords to supplement your primary terms to reference your keyword without oversaturating your content. LSI keywords are semantically related to your primary term.
Pro Tip: Use LSIGraph To Generate LSI Terms for Your Primary Keyword
Writing an effective roofing company business description can increase engagement and produce more sales. When people hire a roofing business, they want to trust the company.
After all, these people will come into their homes to perform repairs or assessments.
Unfortunately, as a roofing business owner, you won’t have the time to meet face-to-face with all your customers and have a conversation with them. That’s where a roofing business description comes in.
Your roofing business description (usually contained on your website’s “About Us” page) is your chance to tell a broad swath of customers and potential customers what your business is all about.
But how do you write the perfect roofing business description? Roofing Webmasters outlines the process below.
Table of Contents
What is a Roofing Company Business Description?
A roofing business description provides a general overview of your company and highlights unique facts about your business.
Typically, a description reveals the owner’s name and top-level employees who represent the business in public forums.
How To Write a Good Roofing Business Description
Make a Connection
Think about an instance in which you were meeting a person for the first time. What did you try to do to break the ice? You probably started asking questions about the other person or talking about yourself to find similarities.
You may have brought up your favorite type of food, favorite TV show, where you went to school and things like that.
Why? Because finding similarities is a way to establish a connection with someone. People want to feel a connection to someone they hire to work on their roof.
That’s why so many people want to see the About page of a business first. The About page is where you share your business’s story and establish a connection.
This connection makes it easier for someone to trust your business and services.
Solve a Problem
A lot of small businesses make the mistake of glorifying their company in their business description. While you should start with basic information about your company, the focus should be on solving the visitor’s problem.
As a roofing company, you can fix a leaking roof or replace missing shingles. However, it’s also a good practice to think back to some of the questions you’ve frequently heard from customers and which services you often perform.
Start your description with a brief explanation of how your business can solve a problem.
Here is an example of an intro to a roofing business description that includes basic business info and gets into the customer’s problem:
"JJ Roofing has been repairing roofs in Madison, Wisconsin, for over 20 years. Our mission is to resolve your roofing issue promptly."
Notice that the above example mentions the company name, the service area, and how long the company has been in business.
Those are all essential elements in your roofing business description intro. However, equally important is describing the problem you can solve for the customer.
In the case of the above example, we see that JJ roofing can resolve roofing issues quickly.
Share Business Values
We talked about making a connection with your customers. That can be easier said than done, though. One good way to establish a relationship is to describe your company’s values in your business description.
For instance, if you emphasize low prices, talk about it.
Likewise, if your company is known for speedy work, mention it in your business description. Be honest, too.
The odds are that no matter what your business values are, they will resonate with at least one group of consumers.
After you have mentioned your company’s basic information and its problem for the consumer, it’s time to start describing your business values.
Here’s an example of a company that values transparent pricing:
"We know how hard it can be to find a contractor that does quality work at an affordable price. That's why we take the time to go over our invoices with our customers. Transparent pricing is important to us because that's what we would expect of anyone we hire."
The most important part of the above example is that last sentence. That’s where you make your connection.
You are telling the reader a little about yourself and your preferences so that someone could read that and think, “I expect transparent pricing, too.”
Humanizing your company begins to put a face to it that the customer can trust. Notice that the above example also has a conversational tone.
Understanding a struggle makes your company more relatable – like you’ve been in the same situation that the reader has also been in before.
Tell Your Story
After you have described your business values, you can tell the story of your company. Of course, you may not have a fantastic story to tell, and that’s okay.
Storytelling is an excellent opportunity to share your passion for what you do.
Here’s an example of a company story:
"Our roofing company was established in 2001, a time when Madison was ripe with roofing busiensses in a 20 mile radius"
However we knew (from firsthand experience) that few of those roofing contractors took time to explain their work and complex invoices to local customers.
Our goal was to fill the need for personal touch and empathy, and 20 years later, we've reached our goal, and continue to strive to sustain it."
There is nothing dramatic about this story. There’s no tragedy or talk of a special impromptu meeting of roofing experts who decided to start a business together.
If you have a fantastic story like that, talk about it by all means.
The point is that you don’t have to have a fantastic story to tell to resonate with your customer base.
Notice that the above example goes on to talk about the company value of transparent pricing. It even shows the reader which principles your company best represents.
Avoid Salesmanship
We know it sounds unintuitive, but your roofing business description is not your opportunity to sell to your readers. So don’t mention any special promotions or anything like that.
While you should have a call to action or two on your About Us page, the main point is not to make a sale.
If you properly avoid sales talk, you are more likely to make a sale, which is ironic.
However, customers who feel comfortable with your roofing company are more likely to invest in your services, and comfort comes from feeling unpressured by your presentation.
Too many roofing websites ignore user experience to bombard visitors with sales offers.
Of course, a coupon or discount code can help convert customers on the fence, but it’s not going to appeal to someone just browsing around.
You have first to establish a trust to make a sale.
Ultimately, your customers have a need that you can address. However, some competitors can handle that same need.
So the question becomes, which company does the prospect feel most comfortable paying? If you write the correct business description, it’s most likely going to be yours.
Next Steps for Your Business Description
Once you craft the perfect description of your roofing business, it’s time to publish it on all of your main assets.
For example, insert the description onto your website, Google Business Profile, and various other directory listings.
Taking this step ensures the impact of your description is maximized through marketing.
If you require assistance with your SEO, website, citations, or reputation management, reach out to Roofing Webmasters.
When researching digital marketing methods to grow your roofing company, trust plays a significant role.
As Nolen Walker, the founder of a long-running marketing agency, I’ve seen countless digital marketing tactics used to increase web traffic and drive lead generation.
Some are ethical, and some of them aren’t.
As a stand-up businessman, I aim to share the best tips and strategies to succeed in an increasingly digital marketplace.
Roofers can benefit from these tips and strategies and implement them into their 2024 plan.
Table of Contents
What is Digital Marketing for Roofers?
Digital marketing for roofers is the promotion of roofing companies through digital platforms, including the Internet and mobile applications.
Examples of digital platforms include websites, search engines, email, text, and social media apps.
Digital Marketing Strategies for Roofing Companies
In our experience, a robust website showcases the following qualities:
Mobile-Friendliness: Roughly half of all internet traffic comes from people using a mobile device. You must ensure that your roofing website is easily accessible to mobile users.
Responsiveness: People have short attention spans. They won’t wait around if your website takes too long to load. They will click on another roofing website.
Positive User Experience: Visitors should find your website easily navigable with fast loading speeds and a user-friendly interface for easy conversions.
2) Manage Reviews and Reputation
Online reviews are the new digital word-of-mouth. Favorable online roofing reviews can make or break your company in the digital age.
Not only do they affect your reputation as a company, but they also generate leads.
Your company should be on Google Business Profile, Facebook, Yelp, and other popular review platforms.
From there, your profiles must accumulate consistent reviews from real customers.
A reputation management tool like DataPins can automate review requests.
Getting reviews is essential because most consumers read between 1 and 10 reviews before purchasing.
As a result, the context of your reviews will shape how potential customers view your roofing business.
Replying to negative reviews is just as crucial as responding to positive ones.
Of course, receiving a few negative reviews from unsettled customers is normal.
Still, the key is maintaining a positive reputation despite negative feedback.
3) Publish Premium Level Content
70% of consumers prefer to get information about a company through a blog post or article instead of an advertisement.
As a result, content is vital to digital marketing for roofing companies.
Most marketing agencies produce some form of content for their clients. The separator is often the content quality, which tends to vary by website.
Premium-level content is free from grammatical errors and provides legitimate value to the reader.
Content marketing can include blog posts, eBooks, white papers, social media posts, video content, and more.
Here are a few proven forms of content marketing:
How-To’s: How-to guides (in a blog or video format) are beautiful to consumers. Consider knocking up a simple how-to guide like “How to Maintain your Roof” or “How to Get Your Roof Ready for Winter.”
Videos: YouTube videos are ideal for website embeds. They can be a visual aid to your text content and convert more visitors.
Blogs: Blogging is the simplest and most effective way to provide value to consumers. Use your roofing knowledge to come up with exciting and informative blog posts.
Content is one of the most time-consuming elements of a digital marketing campaign, so quality content is so rare.
However, investing in high-quality content pays off for roofing companies as it is the fastest way to outrank local competitors with similar domain authorities.
4) Perform Extensive Keyword Research
Keyword research requires tactical discernment to maximize rankings in 2024.
The days of measuring volume only are gone, and more complex aspects of a keyword now determine its ultimate value.
Roofing companies must know how to identify keyword intent to inform the content necessary to target the term or phrase.
For example, a service page should target specific buyer intent keywords, while blog posts earmark informational queries.
Google Search Console is a valuable keyword research tool for identifying local roofing keywords.
If you want to dive deeper into metrics like keyword volume and difficulty, paid tools like Semrush, Moz, and Ahrefs become appealing.
Prioritizing keywords is an acquired skill made more manageable with Semrush, Moz Keyword Explorer, and Ahrefs.
5) Supplement SEO Traffic with Strategic Google Ads
Pay-per-click advertising can benefit newer roofing companies while they wait for their website to optimize.
GoogleAds allows roofing companies to rank their landing page above organic results through paid ads.
Paying for website traffic early in your digital marketing campaign makes logical sense for roofers.
In addition, since SEO can take up to six months to properly index, Google Ad clicks can supplement traffic and generate leads.
Be sure to conduct regular A/B testing. A/B testing is an effective way to tweak your PPC ads to be more effective and foster a higher conversion rate for lower CPC.
Google Ads empowers roofing companies to run seasonal ad campaigns targeting specific types of roofing consumers.
As a result, high-ticket jobs like commercial roof repair can return a significant ROI with a few clicks.
Google Ads appear on top of search engine results, above the organic pages.
6) Claim Business Citations Online
Local roofing companies have a host of directories available to submit citations, creating nofollow backlinks to your website.
NAP citations also disseminate your contact information online, making it easier for Google to identify your business as a specific entity.
Most contractors know significant directories like HomeAdvisor, Angi, and Better Business Bearue. Still, hundreds of more exist for roofing companies.
Investing in a citation service like Whitespark can help you quickly submit citations to various directories.
Submitting your profile on multiple directories may result in an occasional lead.
Still, its real impact comes in the form of SEO signaling.
As you establish your website URL across multiple 3rd party websites, your website can index new service pages and blog posts more quickly.
7) Implement Schema Markup
Marking up business information with schema is a great way to communicate with search engines.
Search engines like Google better understand your site’s context as you mark up business info on your website.
When Google knows your roofing company is a local business, it can view your site as the same entity as your Google Business Profile.
Your goal is to dominate local search results on both Google Search and Google Maps.
DataPins is a valuable tool that inserts schema markup via pins that validate your website service areas.
Schema markup also allows roofing companies to markup other aspects of their websites, including reviews and social media profiles.
8) Create Linkable Assets
Link building is considered a fundamental digital marketing practice, but Roofing Webmasters will dive even deeper.
Ultimately, high-level blog posts attract links from 3rd-party websites, not outreach.
Link outreach actually violates Google’s guidelines, making it unethical for any SEO agency.
There is no such thing as white-hat link building, as the very act of soliciting inbound links disobeys Google’s rules.
The good news is that roofing companies can still acquire links without building them.
This utopia is achieved by publishing linkable assets, typically long-form blog posts that address a popular question or topic.
Remember that boring, run-of-the-mill topics won’t attract links from other websites.
Therefore, publishing a linkable asset has to appeal to many consumers and engage them with the title and on-page content.
An excellent example of a linkable asset is a post about statistics.
9) Hire a Digital Marketing Agency
Time is money in the roofing industry, so most successful companies outsource their marketing services to a trustworthy agency.
Roofers save a boatload of cash by hiring digital marketing experts to handle SEO.
Not only can digital marketing experts save contractors from menial tasks like updating meta descriptions and writing on-page content, but it can save them from costly and time-consuming mistakes, too.
Furthermore, digital marketing experts have access to decades-worth of client SEO data that can inform your campaign.
So, in layman’s terms, they have the answers to the test.
Of course, not all digital marketing agencies are trustworthy, but performing some due diligence can help weed out bad ones.
10) Expand Brand Awareness
Branding is the most undervalued SEO ranking factor.
When consumers regularly search your company name on Google, your website and Google Business Profile appear higher in search results.
The best way to increase branded searches is to expand brand awareness.
Roofers can enhance their brand by performing outbound marketing tasks like email marketing, direct mail, and door-to-door sales.
As consumers become aware of your company offline, they will research it online.
Email marketing is one task that merges the two worlds together.
When sending email blasts, you expand brand awareness, but it’s happening exclusively online.
11) Invest in Roofing Marketing Software
Software makes tasks easier for all kinds of industries, and roofing is no different.
A roofing marketing software tool like DataPins can automate most of your SEO process while also handling reputation management.
DataPins allows roofers to publish schema pins of each job that appear on corresponding service pages and city pages for optimal ranking.
They also insert geo-schema pins to enhance Google Maps rankings.
DataPins automatically manages a roofing company’s online reputation by sending out review requests via email and SMS text messaging.
The DataPins dashboard informs companies of reviews, pins, and organic website growth.
12) Build an Email List
Email is one of the best forums for increasing brand awareness and generating leads.
For every $1 spent on email marketing, roofers can expect a profit of $42.
With this in mind, start building an email list.
Following CAN-SPAM protocols is critical to avoid fines and getting your address blocklisted.
As a result, always include an unsubscribe link in your email footer, along with your roofing company’s office address.
You’re probably wondering how to build a roofing email list in the first place.
It’s easy to do if you publish good content on your website.
Then, once visitors arrive on your site, offer them a value proposition, such as a discount code, in exchange for their email address.
You’ll find that consumers will gladly submit their email addresses for a chance to save on services.
As you build your email list, segment subscribers by their specific qualities and needs.
Segmented lists make it easier to customize emails and increase open rates.
13) Run Roofing Facebook Ads
Facebook Ads are affordable and help roofers target a hyper-targeted consumer base.
However, segmenting users is more expensive on other platforms, with so much information available from a person’s Facebook profile.
The result is a lower overall CPC than other social media advertising platforms.
Facebook marketing is really only possible through advertising these days, as Facebook significantly limits the organic reach of business posts.
Designing a high-performance Facebook business ad is relatively straightforward.
In addition, it allows advertisers to run the ad simultaneously on Instagram, another popular social media platform.
Facebook’s Advatange+ audience targeting is an AI-driven algorithm to find the best consumers for your ads.
14) Diversify Calls To Action
Converting a website visitor comes down to your call to action.
You can choose from a contact form, click-to-call phone number, and other more creative types of CTAs to turn those website visitors into warm roofing leads.
As technology evolves, webmasters have gotten more creative with CTAs.
For example, some websites now allow customers to book an appointment online without talking to someone on the phone.
Ultimately, your goal is to capture as many interested consumers as possible.
Your roofing company should consider a live chat feature for your website to engage with visitors who have specific questions about a service.
A website’s primary purpose is to capture contact information from potential customers.
15) Start a Roofing Company Podcast
When roofing contractors think of digital content, they think of blog posts, Instagram pictures, and sometimes YouTube videos.
But one untapped digital content resource is audio podcasting.
Starting a roofing podcast can give your company an advantage over online and offline competitors.
In addition, podcast syndication on Apple, Spotify, and Stitcher creates positive SEO signals for your business.
Recording a podcast is easier than ever for roofing companies in 2024.
All you really need is a couple of $50 USB microphones and free computer recording software.
You can even record some introductory podcasts on an iPhone.
16) Join a Referral Network
Digital networking can increase your monthly leads in 2024.
Consider partnering with roofing suppliers, contractors from other industries, and even roofers from other regions to strengthen your online network.
Getting referrals from other credible businesses is an excellent endorsement for your business.
With so much digital content published daily, referral partners can shout out your company on social media.
Networking offline can translate online, as well.
For example, attending a local business or national roofing conference is a great way to connect with like-minded business owners.
As a result, many are willing to develop a referral relationship.
Your local chamber of commerce is always a great place to start with digital networking.
You may even benefit from a backlink on their website’s member directory.
Referral networks are often a long-term investment as your company builds trust with other professionals.
17) Enhance Your Logo and Color Scheme
Hiring a professional logo designer to enhance your roofing company logo and color scheme can change your online perception of your business.
You’d be surprised by the subtle impact of a professional-looking logo.
Your logo appears on all digital marketing materials, including your primary website and Google Business Profile. Logos also appear on your business citations and email blasts, making it your most visible entity.
If you decide to enhance your logo, do it correctly. For example, keep your color scheme simple but instill high-quality features that appear professional to consumers.
A quality logo designer will produce web-optimized logo files for all your digital platforms.
18) Broaden Service Area With Unique Location Pages
One of the age-old digital marketing questions for roofers is how to broaden your service area online.
For example, suppose your office is located in a specific town and city.
In that case, you still want to serve consumers in nearby zip codes.
Unfortunately, Google is set up to reward companies based on proximity, especially with the Local Map 3-Pack results.
However, there are still ways to rank in cities and towns outside of your central office location.
The first step is to publish unique location pages for each target city.
Then, you can automate uniqueness with a tool like DataPins, which publishes proof of your work in those specific locations.
Avoid creating spam-like city pages that use duplicate content.
Instead, invest in a unique copy for each page, including subtle references to the targeted city or town.
Ultimately, social proof will help you win over customers from expanded service areas as they view jobs from customers in their respective locations.
19) Leverage ChatGPT
The emergence of ChatGPT has elicited all types of emotions from roofing companies and marketers, including fear, ambition, and creativity.
While AI has become a powerhouse in the digital marketing world, it’s also been misused in various sectors.
Roofing companies can undoubtedly benefit from ChatGPT by allowing it to analyze customer reviews, organize pain points, and develop innovative messaging and promotional material.
However, ChatGPT is not a tool that should replace professional content writers.
We have seen cases of websites publishing AI-generated content and getting penalized with a loss of rankings and traffic.
Also, some websites have experienced initial spikes in traffic, only to dip down to the bottom after Google recalibrates.
The moral of these stories is to be careful how you produce content.
Final Thoughts on Digital Marketing
Roofing Webmasters has over a decade of experience crafting digital marketing campaigns for roofers.
Over that span, we’ve learned a great deal and collected countless data points about the impact of digital marketing strategies.
As the industry matures, new techniques emerge, and older ones evolve. Defining your digital marketing goals and investing resources in the most proven strategies is the key.
Social media platforms like Facebook, Instagram, and YouTube are an integral component of the modern marketing landscape for roofers.
Although some roofers prefer to avoid the spotlight created through a social media presence, there are steps you can take to ensure your business receives the essential benefits that social media offers.
A social media presence can increase brand awareness, establish company trust, and synergize other digital marketing signals for optimal search engine results.
Key Takeaway from Roofing Webmasters’ CEO
“I always talk to roofers, and some hesitate to show too much on social media. I tell them, you don’t have to be the star. You can highlight your staff, your services, and more. It’s just important to establish a presence.”
– Nolen Walker
Do Roofing Companies Need Social Media?
Social media remains a powerful marketing tool.Despite the merits of social media marketing, a surprising amount of roofing companies around the country aren’t utilizing this platform.
Many of the roofers we talk to say they don’t have enough time to consider a roofing social media marketing campaign, and others say they don’t know how to go about it.
While social media marketing does present a unique set of challenges, it is usually the difference between doing alright as a roofing business and true success.
Don’t believe us? Please consider the following statistic: 89% of consumers will buy from a brand after following it on social media. Almost as many will go on to recommend the brand or company to a friend.
Social Media Strategies for Roofing Companies
Everyone wants to be the friend or neighbor who finds and tells everyone else about a great roofing company. These days, people find these companies on social media. Now ask yourself: Are people able to find your company on social media?
If you answered no, don’t fret. We know that roofing social media marketing can be daunting, but that’s why we put together the following guide. In it, you will learn the essential elements of a successful social media marketing campaign.
1) Set Clear and Realistic Goals
First and foremost, you must have a clear goal for your social media marketing campaign. Are you trying to increase brand awareness? Do you want to boost sales for a specific service?
Perhaps you want to promote a particular product or service. Focus on one goal at a time, but be clear with your ideal outcome.
For instance, if you want to boost sales, determine how much you want to increase them. Nail down a specific percentage. Then, establish a realistic time frame for your social media campaign to achieve the goal.
Your goals (and their particular figures and timelines) will provide a framework for your social media marketing campaign.
2) Distinguish Ads from Organic Marketing
Much like Google, social media platforms allow roofers to reach their consumers organically or through paid advertising. While roofers can still promote for free on social apps like Instagram and X, other platforms make it more difficult.
For example, Facebook’s algorithm makes organic promotion difficult, and Facebook Ads for roofing have become a critical option.
Running Facebook Ads, Instagram Ads, or X Ads requires understanding demographics, budgeting, and ROI. The good news is that each platform provides in-house support when running advertisements and will even recommend budgets, intervals, and more.
Your job as a roofing company is to produce compelling promotions, slogans, and offers for potential consumers.
3) Determine your Key Demographic
Your social media marketing campaign will be predicated on creating content for a specific group of people or your key demographic.
As a roofer, your most fundamental demographic is homeowners. However, you may also need to branch out to include property management companies and business owners.
This step aims to create a customer persona based on your critical demographic’s age range, typical income, gender, geographical location, spending habits, and even personal values and interests.
Everything you promote should aim to address this persona.
The customer persona you create will be the average person you are trying to connect with on social media.
4) Meet Your Customers on Their Preferred Platforms
Some businesses would do well focusing on a few select social media platforms based on their key demographic. The same is true if you own roofing businesses.
Let us give you an example. 60% of the users on TikTok are between the ages of 16 and 24, while only 26% are between 25 and 44.
Now ask yourself this question: How many 16-24-year-olds do you know to be homeowners? It would be ideal to have a social media presence on all platforms.
However, as a roofing contractor with limited time and resources, you may want to focus on the more popular platforms with your key demographic.
Instagram is owned by Facebook and consistentlyreaches homeowners. It and other platforms like Facebook, X, and YouTube hit the sweet spot in terms of the key demographic age group for roofers.
As a result, Roofers should focus on platforms like Instagram and Facebook.
Instagram is very popular among people between the ages of 25 and 34, and the average age of Facebook users is 40.
5) Maintain Brand Consistency
If your roofing business is already up and running, you probably already have your company logo and slogan. Using the same logo and slogan across all your social media platforms is essential.
Why? Because brand consistency is crucial for brand recognition and even revenue. Solid brand consistency can increase revenue by up to 33%.
Brand consistency doesn’t stop at logo and slogan, though. Social media will offer you something you may not have had before an opportunity to communicate with an audience.
You must establish a tone in your roofing social media campaign – and stick to it! Do you want to educate your audience? Then, adopt a formal style with your posts and content.
Do you want to increase brand awareness? A more conversational tone might be better. Whatever technique you choose, be sure to stick to it. Make it consistent with your brand so that people can recognize it just by reading a few words.
Here are some more tips for maintaining brand consistency on social media:
Use your company logo as your avatar
Make sure NAP (Name, Address, and Phone Number) are listed the same on all your social media outlets
Use your slogan wherever is appropriate
6) Strike an Informational / Promotional Balance
While viewing your social media marketing campaign as a means of selling your services is tempting, you must remember that even though many people make purchases through social media, it is still used mainly for entertainment and information gathering.
People aren’t looking to be sold when logging onto their Facebook or X accounts. Your content has to strike a good balance between fun/engaging/informative, and promotional.
Think of posts like this: 80% of your posts/content should engage your audience, and only 20% should be geared toward selling to them.
7) Creating Social Media Friendly Content
Now comes the tricky part. What things should you post in your roofing social media marketing campaign?
Here are some ideas to jump-start your imagination:
How To’s: Show your followers how to test a roof leak or identify a roofing material. You don’t have to choose a technically advanced topic. Maybe it’s just a how-to on cleaning gutters.
Before and After’s: Instagram stories are hugely popular and perfect for before and after pictures of your roofing projects.
Get Opinions: People love it when their opinion is valued. Ask your followers what they think of a recent job you completed or what style of roof they like most.
Tell a Story: Do you or one of your team members have a remarkable, funny, harrowing, inspirational, or otherwise interesting story to tell? Use your social media outlets to share them.
Reply: The simplest and perhaps most important of all is to reply to your social media messages and comments.
Pins: DataPins is a software tool that helps roofers automate social media content through pins.
Each pin showcases a recent job, mini-map, and job description to enhance the photos.
Bonus Social Media Tip for Roofing Contractors
Last but not least: When in doubt, call a professional. Perhaps the best thing you can do to ensure a fruitful roofing social media campaign is to work with the professionals here at Roofing Webmasters.
Our in-house application, DataPins, changes social media, reputation management, and SEO as we know it. As software infiltrates the digital marketing space, more and more processes become automated, which is suitable for roofing companies.
Of course, not all software can replace human behavior, but setting expectations with your digital marketing company is essential.
Social Media Posts Examples
Check out some examples of roofing companies properly utilizing social media to help their brand.
Free Social Media Checklist for Roofers
What’s the next step? Download this free social media checklist for roofing companies. If you require hands-on assistance with your social media presence, don’t hesitate to contact our agency today.
Responding to negative reviews is one of the most overlooked reputation management strategies for roofing companies.
Accumulating more reviews is a great first step for your roofing business. However, the increase in review frequency often overlaps with a few negative reviews from unhappy customers.
As the founder of Roofing Webmasters, a digital marketing agency for roofing companies, I’ve worked with thousands of roofers over the past decade to enhance, sustain, and manage their reputations.
Based on my experience, review responses can make or break the perception of your business online.
Below, I outline six proven steps to respond to negative roofing reviews in a way that helps your brand.
Table of Contents
1) Respond to Reviews Quickly
Most negative feedback is a cry for attention, especially when relayed in a public forum, like a Google Business Profile or Facebook Business Page.
A swift response to a negative roofing review will show the customer that you value their time and are aware of their grievance.
Set up email alerts for your review platforms so you are notified about each new customer review.
This way, you can respond to feedback ASAP or assign someone in your company to handle the matter.
Quick review responses often quell the customer’s aggressive demeanor, leading to a more reasonable dialogue.
2) Thank Customers for Their Business
No matter the nature of the complaint, expressing gratitude for the customer’s business is a way to disarm their aggression.
Remember, this person took time out of their schedule to write a review of your business – even if it was bad.
Start your replies with something like, “Thank you very much for utilizing our business and leaving a review…”
An initial showing of gratitude can help soothe the reviewer’s inflamed perception of your company. It also shows prospective customers that you value your clients.
3) Acknowledge The Customer’s Problem
Agitated customers often crave specific acknowledgment of their criticism. Because of this, template-based or generic review responses are often ineffective for reputation management.
Instead, acknowledge their specific issue in your reply. As the owner, you must take responsibility for whatever the customer perceives as the problem.
Consider acknowledging the criticism in detail and thanking them for bringing it to your attention. Remember, the customer is always right – even when they’re wrong.
4) Apologize For The Inconvenience
Responding to negative reviews is not about your ego as a business owner; it’s about your customer’s ego.
With this in mind, apologize to them for their experience, whether you deem it to be warranted or not.
Regardless of the issue or who’s at fault, their experience with your company was negative.
A brief and straightforward apology, citing the specific issue or incident, can diffuse the situation and even prompt the customer to delete or amend their feedback.
5) Offer an Explanation or Solution
Customers sometimes have a point with specific criticisms, which may require an objective look at your employees or standard operating procedures.
Other times, they may form a perception of your business based on an isolated incident.
Consider Unforeseen Incidents
For example, maybe one or more of your critical staff members called in sick on the same day. Perhaps a supplier was late in delivering materials.
Unfortunately, customers aren’t always privy to this information and may sound off without knowing the whole story.
Provide Reassurance
When necessary, explain the circumstances that led to their unpleasant experience with your company and (briefly) that such a situation is not typical.
You don’t want to sound like you are making excuses, but simultaneously, you want to assure other customers that the negative reviewer’s experience isn’t the norm.
6) Invite The Customer to Talk Privately
If possible, use the reply to move the conversation offline. At the end of your response, tell the reviewer that you would be happy to discuss the matter further over the phone or in person.
Privatizing the conversation will limit harmful exposure online and give you a chance to win the customer back.
In addition, you may find a solution that leads to them updating their review and speaking on your attentive response.
If you view each negative review as an opportunity, you can mitigate harm and boost your reputation.
Don’t Let Negative Reviews Harm Your Reputation
The fact is that negative reviews will happen. No one bats .1000 (to use a baseball analogy).
The important thing is to be prepared when negative reviews emerge.
Our team at Roofing Webmasters can help you handle negative reviews with our professional reputation management services.
Using our reputation management tool, DataPins, you can easily get more reviews and effectively manage existing ones.
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