The roofing marketing industry is growing in 2022. Still, many roofing companies fail to implement marketing into their business model properly. Nolen Walker, the founder of Roofing Webmasters, learned the hard way that marketing can make or break a home service business.
Nolen once owned a Home Security business and found that his company only found success after investing in marketing. However, the marketers he utilized ended up screwing him with horrific SEO strategies. This disturbing occurrence prompted Nolen to start his own SEO agency.
In today’s Roofing SEO Podcast episode, Nolen and Jason discuss why they have their mind on roofing marketing and roofing marketing on their mind.
Do Roofing Companies Need Marketing?
Marketing is the single most crucial aspect of your roofing business. As insane as it sounds, marketing is even more critical than competence. A lousy roofer with good marketing will get more business than a good roofer with awful marketing. Unfortunately, that’s the world we live in.
Common Marketing Mistakes for Roofers in 2022
Even as roofers begin to understand the concept of marketing, many fail to implement it into their business model properly. Below, we’ll outline several examples of roofing marketing mistakes that can lead to your company’s demise in 2022.
Choosing Software over Marketing
Software is a recent trend in the roofing industry, and many roofers are eagerly investing significant resources into clerical software for estimates and other functional tasks. Although this software is generally outstanding and necessary to running a roofing business, they heavily rely on marketing. Without marketing, the software doesn’t do anything.
Why do you ask? If you never get leads, there’s nothing to enter into your system, computer, etc. There are no estimates to perform on prospects you have not yet acquired. Without marketing, the software can’t perform its intended functions. Marketing is the key to all this software.
Delegating Important Marketing Decisions
Another mistake roofing business owners make is delegating marketing decisions to inexperienced staff members. Some roofers have an in-house marketing team that might call a web designer or an SEO strategist. Unfortunately, these people often lack the authority to make decisive marketing decisions.
Here’s the bottom line, the business owner should be personally invested in marketing. Delegating essential decisions about business promotion to an intern is a recipe for disaster. The smartest roofing companies have fully invested owners in marketing decisions and choose the best agency for roofers.
Failing to Participate in Your Marketing Success
As you heard on one of our recent podcast episodes discussing the best SEO clients, the reality for roofing contractors is that participating in your success is critical. You’ll fail if you call your marketing agency to criticize them and their families without investing your insights.
For example, are you taking photos of your staff that you can send to your marketing agency to publish on your website? Are you invested in performing pins using the DataPins software? If you are unwilling to commit to these self-fulfilling tasks, you probably won’t succeed in marketing. That’s the harsh truth, but one that roofers must-hear.
At Roofing Webmasters, we love working with roofers. However, there’s a difference between a roofing contractor and someone who chooses to go into another trade. In today’s Roofing SEO Podcast episode, Nolen and Jason detail why roofers are our #1 client and what we like most about working with them.
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Businessman vs. Tradesman
One of the primary distinctions between roofers and other tradespeople is their initial expertise. Most roofers are businessmen and entrepreneurs who choose to start a roofing company. This model contrasts with other trades like HVAC, which typically involve a skilled tradesman beginning a business in that niche.
Roofing company owners are often individuals who could have gone into multiple other industries.
Big Ticket Jobs
One benefit of working with roofers is that they make good money on a single job. For example, a roofer can make anywhere from $3,000 to $30,000 on a single residential roofing project. Commercial roofs can net an even greater profit. As a result, even low-priced jobs bring in a lot of money.
In addition, roofers can afford to invest in marketing because of their budget.
Hail Storm Miliionares
Roofers can go from doing 80 hobs per year to 400 if their service area suffers a hail storm. As a result, hail damage roofing can turn a businessman into a millionaire basically overnight. That opportunity is a significant one for the business-minded roofing entrepreneur.
But, of course, hail storm millionaires are the direct result of roofing marketing.
Roofers are Dreamers
Roofing contractors normally dream big, as many have second homes, lake houses, and boats. In Dallas – Fort Worth, you will regularly see roofing contractors driving F-150s with truck wraps. In many respects, roofers represent the American Dream.
As a result, these clients make great marketing partners because they dream of growth and expansion.
Roofing Companies Have Lower Overheads
Unlike HVAC companies that often have to keep their staff for the entire year, roofers have seasonal downtime when they can cut expenses. Furthermore, since their jobs bring in more money, they make enough to account for their down periods. This combination results in a continually superior profit for roofing business owners than other trades.
Roofers Have An Expanding Consumer Base
Construction companies continue to build new homes, so roofing services are on the rise. California and Texas are both still growing, so that roofers can make their marks in these states. Optimizing your company for cities within your service area is an excellent opportunity, and roofing companies know it because they are getting regular calls.
Roofing Companies Understand Marketing
Roofing companies understand marketing more than other contractors. For example, a roofing contractor knows that SEO is an essential aspect of lead generation and understands the value of ranking on Google search.
In addition, roofing companies are willing to invest in a custom website because they can expect to get consistent, high-quality leads from their forms and calls to action. In addition, some roofers enter the field with a marketing background, so they fully understand its value.
As a roofer, you might wonder how to update my roofing website.
While the debate rages on about how often you should update your website, one thing is sure: you must keep a close eye on it. Some say that you should update your website every 2-5 years. Others say that you should make minor alterations every month. Some people even believe that you should be updating your website every week.
In reality, you have to think carefully about your definition of “updating.” In our opinion, you should be updating your roofing website every week. But that doesn’t mean overhauling the entire design and rethinking your keyword strategy. The fact is that Google loves fresh content.
Google tries to provide its users with the most accurate information possible, and whether they are right or wrong, they view the latest content as the most accurate.
Therefore they are more inclined to rank new content higher than old content. So in this sense, updating your website affects SEO, which will affect your bottom line as a roofer. But, if you have ever wondered, “how often should I update my roofing website?” Today’s post is for you.
As always, you can reach out to us here at Roofing Webmasters any time you want expert help on roofing marketing.
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How Often To Update Your Roofing Website
How often should you be updating your roofing website? Our recommendation is as often as possible. The fact is that making even minor tweaks could give you a slight edge over your competitors in terms of search engine rankings.
Again, this doesn’t mean that you have to make architectural changes to your website all the time. It just means that you should be adding fresh content, updating information, adding new product descriptions, and making sure all information is accurate as often as possible.
Even something as small as adding a new photo to a service page can be helpful for your rankings. But, again, the most important thing is to monitor your website often, making sure that everything is running correctly and there are no security issues.
Some contractors don’t realize that their site is down until days later, and by then, they may have lost dozens of customers. In general, we recommend that you make some alterations to your roofing website every week. Having DataPins is an excellent opportunity to keep the site in general up to date and current.
We know that this can sound overwhelming. As a roofing contractor, you probably don’t have a lot of time to mess with your website. Still, it is imperative if you want the best chance to pull in new leads and convert customers. To help you out, we have put together a list of tips to help you update your roofing website.
Roofing Website Update Tips
The following list will entail things you can do manually and things you may need to hire someone else to do. Nonetheless, they are essential if you want to make your website the lead-generating machine that it should be.
Start With Basics
Your first step to update your site should be simply about making sure that everything is working and all information is up to date. You can use broken link checker tools to help you find broken links on your site. In addition, it would help to address any plugins that don’t seem to be working.
WordPress updates its platform regularly, and sometimes, the plugins don’t jive with the new updates. So first, get rid of low-quality images and replace them with HD ones. Then, peruse the written content on your site for any outdated or inaccurate information. If you find any, update it for accuracy.
Consult Google Analytics
Google Analytics is a great tool to audit your website and see which pages are the most popular and other vital data. Seeing this information will give you a good idea of what updates to make in the future (or immediately).
For instance, the Google Analytics tool will tell you if your pages have an abnormally high bounce rate. Of course, it’s essential to make necessary changes as soon as possible, but at least you will get a good list of ways to update your roofing site without having to overthink.
Check Out the Competition
It never hurts to see what your competitors are doing-especially the ones who are doing better than you. Numerous online tools will help you analyze the performance of your competitors’ websites. Then, you can use this data to alter your site accordingly.
One example is a content gap analysis on Moz. You can compare your keyword rankings to a top competitor and see which keywords your website fails to target. Based on this data, you can create new pieces of content that close the gap between your website and competitors.
Add Content
One of the simplest and most effective ways to update your roofing website is to add new content. Content marketing is very effective for improving your rankings, and it encourages Google to crawl your website regularly.
A blog can serve as a medium for fresh content, but most roofers fail to target keywords with their posts. Aside from blog posts, add new images often. You can also post short videos on your site that tells your company’s story, shows your crew in action, or explain some of the roofing services you offer. Offering white papers and other consumer resources on your site is another way you can add content to it.
Use DataPins
Alternative content additions hold unique value since blog posts are a dime a dozen in the roofing marketing world. One such instance is DataPins, which produces geo-coordinates and schema markup of your most recent jobs. The pins appear on corresponding website pages like your service or location page. These pins serve as fresh content and help your site rank for long-tail keywords while regularly updating individual website pages.
DataPins also sends automated review requests through text and email, increasing review frequency. In addition, customer testimonials appear on your website via the Google Reviews plugin that comes with DataPins. Customers also have the option to leave a review directly on your website, bypassing Google. In addition, they can also use Facebook.
Final Thoughts on Updating Your Roofing Website
As user expectations increase with each passing year, roofing companies should ensure their websites meet the standards of their target consumers. Luckily, various tools exist to help companies upgrade their website and offer new features to enhance user experience. As a top-rated roofing marketing agency, Roofing Webmasters ensures clients continue to present the best possible websites to visitors. If you believe your current website is outdated, 2023 is a great time to make an update.
If you are starting your own roofing company, you will need a good business name. Of course, you will consider factors like your ideals, values, region, and unique services, but you also have to think about marketing and SEO.
In today’s Roofing SEO podcast, Nolen and Jason discuss choosing perfect roofing company names that will rank on Google and convert sales.
Choosing a Good Roofing Company Name
Credibility and expertise are two qualities you want to be reflected in your roofing company name. However, you must also consider SEO and conversions. Google looks at user intent for all organic searches so that any roofing consumer will see companies with roofing in their name.
Make Sure Roofing is in The Name
Many companies use terms like exteriors, design, or excavation in place of roofing, which will limit your impressions, clicks, and leads. Moreover, in the rare cases where Google users find your website, they are less likely to convert with such ambiguous names. The benefit of roofing in your company name applies to organic search results and Google Maps.
Make Sure The Name is Topically Relevant
Having roofing in your company name is part of a more significant phenomenon called topical relevance. When you have roofing in your name, not only is your brand name more likely to show up (i.e., your homepage and Google Business Profile), but your interior pages (service and city pages) are also more likely to show up on page one.
Make Sure The Name is Brandable
When contractors learn that a topically relevant name can help them gain more clicks and traffic, they start to think about exact match domains. Unfortunately, while a domain name like roofernearme.com might show up well on search results, it’s not going to convert as well as a branded title.
Striking a balance between relevance and brand is difficult, but you must do it. For example, a company name like H-Town Roofing will work better than simply Houston Roofing. The less formal terminology will make it a brand rather than a spam-like company looking to capture leads.
Consider a Regional Name
One pro tip to further increase visibility and conversions is adding regional relevance to your company name. However, this method is not as critical as the others; many roofing companies rank very well without this step.
Still, if you can add regional relevance, such as H-Town for Houston, or South Beach for Miami, you can get some local SEO signals and increase conversions. One caveat is to avoid exact match names like Miami Roofing.
Roofing Company Name Ideas
Heroic Roofing Houston
Carmel Roofing Co.
Upgrade Roofing Group
Footprint Roofing Co.
Glacier Roofing IL
Click Roofing Group
CT Roofing Team
Aspect Roofing Co.
BlueWater Roofing Group
Rise Roofing Team
Roofing Guard LLC
H-Town Roofing & Construction
D-Town Roofing Group
South Beach Roofing Co.
Denver Roofing Group LLC
Springleaf Roofing
DoubleDown Roofing Co.
What Are The Best Roofing Company Names?
Although the strategies we’ve outlined in this podcast are extremely valuable, the quality of your services ultimately determines your name’s reach. You can have the most relevant and catchy title, and it won’t matter if you have inadequate services and a bad reputation.
As a result, the best roofing business names are those that incorporate topical relevance, brandability, and region while also performing excellent services. If you can translate your success through Google Reviews and a robust website, you can truly dominate your local roofing market.
Qualified roofing leads are the most likely to bring new customers to your business. But for many roofers, the phrase qualified roofing lead is ambiguous at best. Every roofing company understands what a lead is, but each lead’s value can range from nominal to outstanding.
For example, shared leads are often less valuable because the broker sells the customer’s information to more than one company. An exclusive lead, in contrast, is more expensive because it converts more frequently.
But what if there was a way to further increase the conversion rates on exclusive leads? If you are willing to invest in a customer qualification process and delegate the tasks to your marketing agency, there is a way.
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What Are Qualified Roofing Leads?
A qualified roofing lead is a prospect your marketing team thoroughly vets before passing through to the sales team. The chain of command may vary depending on whether you employ a 3rd party marketing agency or have your own in-house marketing staff.
How Marketing Teams Qualify Roofing Leads
Marketing experts understand promotional channels like websites, social media networks, and business listings. The best marketers can also distinguish the validity of an inquiry and filter out spam and empty leads.
For example, suppose a roofing contractor messages your company through its Facebook Business Page. In that case, the marketing team can determine whether the message comes from a legitimate roofing company or a spam profile.
The same tactics apply to customer inquiries via a website contact form submission or a cold email. Again, the marketing team should look for sincerity, urgency, and credibility indicators before passing the lead to sales.
Why Are Qualified Leads Important for Roofers?
Qualifying leads is essential because it increases the conversion rate of sales teams. When salespeople close the marketing department’s vetted leads, their overall conversion rate should skyrocket. Take a look at a complete list of the benefits below:
Efficiency
When you have a good list of roofing qualified leads, your sales team won’t have to hunt down cold leads and spend time and effort moving them along the initial stages of the sales funnel.
Instead, a qualified roof lead will allow your sales team to focus on leads that are more likely to convert and spend their time more efficiently.
Customer Service
While many prospects don’t necessarily like being pitched to, consumers who already know they are ready for roofing service are looking for as much information as possible. As a result, you get a clearer picture of the buyer’s persona or the consumer’s preferred service with qualified leads.
Then, the sales team can present them with offers and information that pertain to what they are interested in instead of hearing a bunch of stuff that has nothing to do with their roofing needs. Believe it or not, customers remember this kind of personalized service, so qualified leads help with customer retention.
Market Research
Roofing qualified leads will also inform you what marketing efforts are working and which of your services the public covets most. Finally, as discussed earlier, a qualified roofing lead will directly relate to your inbound and outbound marketing efforts.
You will know where the qualified lead came from (social media marketing, search engine marketing, cold-calling, PPC ads, etc.).
Once you accumulate a steady stream of qualified roofing leads, you will likely be able to determine a pattern. This pattern will probably tell you which of your marketing efforts are the most effective and which of your services people pay for the most.
Tips for Qualifying Roofer Leads in 2023
Now that you understand qualified leads better and why they’re essential, it’s time to start cultivating more for your roofing business. Here are some tips:
Align Marketing and Sales
An essential stage in the lead qualification process is an agreement between sales and marketing. The marketing team will present the sales team with qualified leads, but the sales team needs to agree and confirm that the leads are likely to convert.
This means open and effective communication between your marketing and sales team and vital information. Again, we highly recommend using a CRM software suite to streamline communication and lead profiling.
Define Qualifications
Your sales and marketing team will need to work together to determine what exactly qualifies a lead. For example, should the lead interact with a particular content type?
Should they have visited certain pages of your website? Should they have clicked on an ad? These are all questions that should be discussed to create qualified lead definitions.
Don’t Be Afraid to Pivot
The roofing market changes. The needs of your customers change. Even the weather can affect roofing market changes. So it would help if you revisited your qualification definitions regularly after they have been established to reflect these changes.
In-House Marketing vs. Agency for Lead Qualification
Your first instinct might be to lean towards in-house marketing departments as an ideal solution for lead qualification. After all, they have every motive to qualify the lead for your sales team properly.
In contrast, a marketing agency could have the incentive to push through leads that arent’ legitimate to meet a quota or highlight the impact of their campaigns. However, the comparison is more complex than you realize.
In-House Marketers
In-house marketers may be incentivized to withhold low-value leads from your sales team, but they also might act in bad faith to amplify their marketing skills. It could be easier for them to blame the sales team for failing to convert leads than to take responsibility for not getting enough inquiries.
Digital Marketing Agencies
On the other hand, a digital marketing agency may have the same political incentive to make themselves look better but provide less access to the process. Still, some marketing agencies are better at producing high-quality leads and don’t have to take those measures to prove their worth.
Ultimately, it comes down to who you hire, whether in-house or externally. A competent marketing agency will produce high-quality roofing leads and vet them to the fullest extent. The same can be true of in-house marketers who lack oversized egos or political aspirations.
The bottom line is this. You must trust whoever passes your qualified roofing leads to the sales team.
An initial SEO report (sometimes framed as an SEO audit) is B.S. 95% of the time for roofing companies. It’s not that the report itself is dishonest; it’s that the presentation of the data is manipulative. In today’s Roofing SEO podcast, Nolen and Jason give examples of SEO reports that are B.S.
What is an SEO Report?
SEO reports are digital documents that present metrics and analysis of a website and online presence compared to competitors. Many popular SEO software tools like SEMRush can autogenerate reports by entering a URL.
Types of SEO Reporting
Consumers may confuse the term SEO report as it is used in different contexts throughout the industry. An initial SEO report, often called an SEO audit, is different from an SEO progress report that your current agency delivers. Salespeople often push SEO audits as a way to get new customers.
SEO Audits
An SEO audit is an initial SEO report aimed to identify problems with your existing marketing campaign. Unfortunately, salespeople use SEO audits to manipulate roofing companies into false narratives and perceptions of what’s wrong with their websites, if anything is bad at all.
SEO Progress Reports
An SEO progress report is typically delivered to the client each month to highlight improvements in particular metrics. Although these types of reports can be helpful, they are also used manipulatively. As with SEO audits, the presentation of metrics can be spun to fit a narrative.
Principles of Manipulative SEO Reporting
While SEO reports are a tool for genuine marketing analysts, they are also powerful for spineless and soulless salespeople. An SEO report is one of the top weapons salespeople use to poach roofing companies from other agencies or convince them to pay a higher monthly rate for SEO services.
Fear Mongering
Salespeople tap into visceral human instincts like fear to encourage swift reaction. One way to achieve this is by presenting SEO reporting metrics in a way that threatens the roofer’s livelihood. For example, if the metric suggests that if you don’t take action A, your competitors will overtake you permanently and go out of business.
Competitive Spirit
Another way salespeople use SEO reports to manipulate roofers is by tapping into their natural competitive spirit. For example, Joe at so and so roofing is dominating you on Google search results, aren’t you mad? That’s essentially how they frame the narrative, and they use out-of-context metrics to drive home their portrayal.
Automation
SEO tools like SEMRush are handy for agencies and roofing companies. However, it takes little effort to produce reports using these tools. For example, a so-called SEO agency can enter your website URL into SEMRush and produce a full report within seconds. Reporting on SEO requires zero skill and expertise but can be used for quick manipulation.
When Are SEO Reports Useful?
SEO reporting is valuable when metrics roofers understand how the metrics relate to their business success. For example, Google Business Profile insights provide raw data like the number of calls you receive directly from your listing. This is the metric that gives you tangible evidence of your online presence.
Data from Google, whether Google Analytics, Search Console, or GMB Insights, is necessary and helpful. 3rd party tools like SEMRush, Moz, and AHRefs are also beneficial in the proper context. However, you or your marketing agency must properly place the data into the appropriate context.
Many roofing companies look at door-knocking as an obsolete strategy in 2022. However, at Roofing Webmasters, our position is that door-knocking is a helpful marketing strategy that contributes to other promotional efforts.
In today’s Roofing SEO Podcast, Nolen and Jason discuss the benefits of the door to door sales for roofing companies, along with the best door-to-door marketing tips and strategies to maximize your sales.
Creating a Brand
Creating a brand is the most beneficial thing for your roofing company. However, no single marketing action can accomplish this goal. Roofers that approach every marketing angle, from SEO to yard signs, will have the most powerful brand.
Door knocking is part of this series of tasks that helps you strengthen your brand. If your roofing company has a robust online presence, people are more likely to answer the door and are more likely to speak to you in person. Things have changed in recent years with COVID, so homeowners will be picky about who they answer the door for.
Door knocking is more expensive than organic search traffic, but Google Ads, Facebook Ads, and every other marketing strategy you can think of in 2022. Organic SEO is the most inexpensive form of marketing, but that doesn’t mean it’s the only type of promotion you should pursue.
The Benefits of Door-Knocking
Door knocking presents several benefits to roofers. For starters, door-to-door sales allow roofing companies to introduce their brands on a more personal level.
In addition, the in-person interactions can lead to online benefits, including mentions on the popular neighborhood community platform Nextdoor. Let’s take a look at some of the primary door knocking benefits:
Brand Expansion
By knocking on doors, you can expand your brand to new locations. Even if you only get one sale, you can ask to put a yard sign on the home, further enhancing your reputation.
Digital Marketing
Even roofers without an online presence can benefit from door-knocking on a digital scale. Homeowners may mention your company on platforms like Nextdoor when they meet you in person.
Personal Networking
While digital marketing is a great way to generate leads, a personal networking venture can capture parts of the market that are unattainable digitally. You can’t replace human interaction, even in 2022.
Holistic Promotion
If you are unfamiliar with holistic promotion, door knocking will help you learn its power. In addition, roofers with an online presence through SEO, Google Business Profile, and Google Ads will notice these ventures have even better results when combined with door-knocking.
Industrial Knowledge
Even introverted roofing owners who ultimately decide that door-knocking is not their strong suit can benefit from trying the method for a while. Going out and knocking on doors yourself will learn more about customers’ needs and how you can manage the people you delegate to this task in the future.
The Bottom Line for Roofing Door Knocking
If you learn nothing else from this podcast, learn that door-to-door roofing sales still work in 2022 and can help your digital marketing. Of course, door knocking is not for everyone, but you can delegate these tasks to others in your company. Keep in mind that you must consider the local municipalities as they relate to door knocking to avoid legal issues.
City pages do work for roofing company SEO. Roofers can rank in various areas by publishing local landing pages for each city. At Roofing Webmasters, we’ve utilized this strategy for our clients for over a decade. We even once published city pages for the entire state of Texas. As a result, the client ranked #1 for 90% of city-related queries on foam roofing.
In today’s Roofing SEO Podcast, Nolen and Jason discuss the evolution of city pages, how Google indexes them, and how you can maximize their performance to generate more local roofing leads.
How Many City Pages Can Roofers Publish?
Five years ago, most roofing companies could publish unlimited city pages and rank for all of them on Google search results. However, as Google’s algorithm has grown more sophisticated, other factors dictate how many city pages a roofing website can publish.
20 City Pages
For a typical roofing website, we now recommend about 20 city pages. But, again, the key is providing a helpful website with a good user experience. For example, if a roofer has only ten service pages and thousands of city pages, the site might appear to have spam-like tendencies and get filtered on SERPs.
50-60 City Pages
Some websites can still publish 50-60 local landing pages and index them all. Google will consider your authority, tenure, and overall website value to determine whether or not your city pages index. Of course, the city pages’ quality also plays a role in whether they can rank.
100+ City Pages
When you surpass 100 city pages, you have to be very careful with your site’s overall quality. People in the SEO industry generally fear a duplicate content penalty, but that’s not proven to exist. The real problem with publishing 100+ similar location pages is decreased content value. It’s not about duplication; it’s about depreciation and negative user experience.
1,000+ City Pages
We mentioned that one of our clients had location pages for every city in Texas. That’s more than 1,000 city pages, including towns and municipals. While this strategy is complicated to implement, it may work under particular circumstances. We discuss the factors that help you rank for many city pages throughout the podcast.
Factors That Influence Location Page Value
The more valuable your location page is, the more you can index on your website. However, keep in mind that in Google’s eyes, value comes from a variety of factors, some of which expand beyond the individual location page. Below, we outline several factors that influence city page value.
Website Authority
Like most SEO strategies, location pages work best with websites with authority. You can measure authority with 3rd party metrics like Moz Domain Authority, Majestic Trust Flow, and AHRefs Domain Rating. None of these metrics come from Google but are based on Google’s presumed formula for assigning website authority.
Content Quality
The quality of your content, not just on the location pages but overall, will influence how many pages you can publish. For example, a roofing company with 20+ unique service pages can typically rank for more locations. If you establish your website as one that provides value to Google searchers, you have more leeway when publishing new pages.
Service Uniqueness
Our foam roofing client is an excellent example of uniqueness which gives you a lot more latitude to publish hundreds and even thousands of city pages. Because Google’s index lacks pages specializing in foam roofing in cities across the U.S., it will be more interested in your pages. Unique services like foam roofing are more scarce than general roof repair.
DataPins
DataPins is a local SEO tool that allows roofing contractors to pin their jobs using the DataPins web app on their mobile devices. Roofers can take up to six job pictures and tag the city and service. As a result, you validate your city pages with a digital hand raise and geo-coordinates every time you complete a job.
As almost all of your competitors’ city pages sit in the index untouched, your city pages continuously add new and unique content, strengthening their overall value. Furthermore, your pin captions which may mention things like GAF shingles, also appear on the city pages, producing exclusive long-term keywords that no competitor has ever mentioned.
Roofing companies that succeed with search engine optimization share qualities that make them good SEO clients. Although no two clients are the same, behaviors that lead to success are shared. When the relationship between the roofer and the marketing agency is mutually respectable, the best results occur.
On today’s roofing SEO podcast, Nolen and Jason discuss the best roofing SEO clients.
Direct Participation in Marketing
The best SEO clients choose the marketing agency themselves rather than delegating it to another person, like a marketing manager. Often, a marketing manager doesn’t know much about marketing, but the owner delegates the marketing tasks to save time for their business.
The roofers that succeed online take ownership of their marketing endeavors by choosing their agency. Don’t delegate marketing decisions to a so-called marketing manager and instead work with experts in the field. The success in the short-term and long-term will quell any time investment.
Respect for Expertise
The most successful clients trust that the marketing agency is an expert in marketing and knows more about SEO than they do. While input about marketing-related tasks is expected and encouraged, a false belief that you know more than the expert is counter-productive.
Roofing owners that respect marketing expertise work with marketers rather than giving them orders. Remember, you should only hire a marketing agency if you believe they will deliver results. But after hiring them, you have to trust that their process works based on their expertise.
Brand Building and Development
The top SEO clients see their roofing company as a brand and continually invest in brand building and development. SEO and branding are related, so the more you brand your company, the higher you rank on Google. SEO can take your brand to the next level and capitalize on its branding.
In contrast, roofers that ignore their brand and expect SEO to produce magical results will ultimately fail in their marketing endeavors. The problem with these clients is that it doesn’t matter which marketing agency or techniques they implement because they ignore their brand.
Future and Long-Term Oriented
The most successful clients view their marketing investment as a long-term proposition rather than a short-term manipulation. Although most roofers see short-term SEO results, treating organic traffic like PPC defeats its primary function. SEO is a long-term play and must be treated as such.
Roofers who treat Google like the gig economy will never produce the best possible results. In contrast, roofing companies that understand the value of long-term rankings on Google Search and Google Maps will dominate for years and decades. So it really comes down to a mentality.
The Bottom Line for Roofing Company SEO Clients
The attributes listed above are not criteria for SEO clients but qualities that often lead to successful campaigns. It’s not about pleasing your SEO agency since the burden remains on them to deliver results. However, if you truly want results in 2022, you should consider these factors.
Roofing Webmasters’ clients almost always meet these standards, which is why we are considered the top SEO agency for roofing companies. We are honored to work with great roofers who are invested in their brand and company. Check out our SEO services to learn more and sign up.
As a roofing company, you’ve probably invested in roofing SEO services at one time or another. Unfortunately, the stark reality is that most SEO companies fail to provide fair value to consumers. As a result, over 70% of businesses are unhappy with their SEO provider.
What if there was a way roofers could perform SEO themselves?
It’s called DIY Roofing SEO, and you can DO IT YOURSELF.
You can learn the skills you need here: Learn Roofing SEO Today!
How should roofing companies decide whether or not to try SEO themselves? There are a couple of questions you should ask and answer.
What is your SEO budget?
Have you had success with SEO services in the past?
Do you have some extra time throughout the workweek?
Do you have employees that can take on more responsibility?
Are you in a highly competitive local market?
Do you primarily target a specialty service? (commercial roofing, tile roofing, metal roofing, etc.)
Can Roofers Do SEO for Free?
Yes. Roofers can perform SEO without expense as long as they have the skills to do the job. But, of course, you must consider extra fees like web hosting and domain name registration, which are integral to an SEO strategy. However, roofing contractors can perform SEO themselves for free.
In summary:
SEO itself is free if you acquire the skillset
Consider other fees like web hosting and domain name registration
SEO agencies often use 3rd party tools, which require a monthly fee
Pros and Cons of DIY SEO for Roofers
Like anything else, DIY optimization comes with benefits and downsides. The most significant advantage is saving money, as learning SEO is much less expensive than paying for monthly services.
The most obvious downside is a time investment, as you will add a set of tasks to your weekly schedule. Take a look at the complete comparison below:
Pros:
Save Thousands of Dollars Per Month
Gain Greater Control of Marketing
Learn About Critical Aspects of Your Operation
Cons:
Significant Time Investment
Fewer SEO Resources (Tools, Employees, Etc.)
Lack of In-House Data for Comparison
What Roofers Need for DIY SEO
If you choose DIY search engine optimization for your roofing company, you will need outside resources, just like an agency does. Most roofing SEO agencies use keyword research tools like SEMRush, Moz, and Ahrefs, along with WordPress plugins like DataPins. In summary, you will need:
Keyword Research Tool
WordPress Plugins
Content Writer
Website Builder
As a DIY optimizer, you won’t need 3rd party reporting software since you can track your results with a free tool like Google Analytics and Google Search Console. In addition, you won’t have to email yourself a monthly report since you already know how your website is performing internally. As a result, you can save hundreds of dollars per month by not paying for reporting software.
What About DIY Roofing Web Design?
SEO and web design go hand in hand, so DIY web design compliments DIY SEO. You can use a roofing website builder like DataPins, Duda, or WordPress Block Editor to construct your design. You can also download a roofing company WordPress theme to make your site look professional out-of-the-box.
The reality is you don’t need to be a professional web designer to publish a professional-looking website. Most website builders are advanced in 2023 and require zero HTML or CSS skills.
Some WordPress themes cost money, so you should consider your budget when choosing the best theme. Overall, DIY website design is pretty straightforward for roofers.
Learning Legitimate SEO for Roofing Companies
The success of DIY SEO is dependent on where you acquire SEO skills. Of course, there’s a wealth of free material available online via YouTube, Google, and various websites. However, the SEO industry is ripe with misinformation and sensationalism to deceive novice practitioners.
Luckily, you can learn legitimate SEO from an active roofing SEO agency. Nolen Walker teaches SEO for roofing contractors with his complete blueprint to rank thousands of actual roofing companies on page one of Google. No other resource can compete with this blueprint.
Most Important SEO Skills for Roofing Businesses
You can learn as many or as few SEO skills as you choose, but some of them are more important than others. Because Google changes its algorithm multiple times per day, the quest for SEO knowledge never ceases. Still, ranking on page one only requires the following skills.
Content Writing: Understanding how to organize and publish content in WordPress or another content management system
Keyword Research: Understanding how to evaluate and prioritize keywords
Link Building: Understanding how to acquire and distribute link equity internally and externally
Local SEO: Understanding how to rank with Google Business Profile in the Local Map 3-Pack
On-Page SEO: Understanding where to insert keywords within your page or post
SEO Analysis: Understanding how to track and analyze SEO data through Analytics and Search Console
Technical SEO: Understanding how to make Google crawl and index your website correctly.
Can I Really Do Roofer SEO By Myself?
With our Roofing SEO Academy, you can get the job done. By learning the blueprint from a real roofing marketing agency, you can apply concepts, processes, and standard operating procedures to put your roofing company on the first page of Google.
Best of all, you can enroll in the academy for a low monthly fee, saving you about a thousand dollars per month in SEO expenses. Furthermore, once you acquire enough knowledge to rank your pages consistently, you can cancel your membership and continue to reap the rewards of your skills.
Why You Should Stay in Roofing SEO School Long-Term
You might think about signing up for one month and then canceling, which is certainly within your rights. However, the more intelligent decision is to build up your skills consistently throughout the years. The Roofing SEO Academy produces new content regularly, giving students a consistent wealth of information to keep pace with Google’s latest updates.
Another advantage to long-term enrollment is earning an SEO certificate and contributing to an SEO community of roofing professionals. In addition, you can share pain points with others in your industry, most of whom will not be direct competitors in your market. Sharing insights with actual contractors is nicer than screaming at some web guy over the phone.
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