Author Archives: Roofing SEO Webmasters

102 Construction SEO Keywords for 2023 (Updated Metrics)

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.

Pro Tip: Check Your Keyword Usage With Keyword Density Checker

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 The Perfect Roofing Business Description (w/Examples)

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.

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, describing the problem you can solve for the customer is equally important.

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 your company’s story. 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.

12 Roofing Social Media Marketing Tips (for 2025)

Roofing social media marketing is the great frontier for local roofing promotion.

As we near 2025, social media marketing for roofing companies emerges as a foundational element to a broader digital marketing campaign, aligning with search engine optimization, reputation management, and brand recognition.

For roofing professionals who’ve yet to take social media marketing seriously, the time to adapt is now.

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

How Social Media Impacts Roofing Companies

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 by a social media presence, there are steps you can take to ensure your business receives the essential benefits of social media.

A social media presence can increase brand awareness, establish company trust, and synergize other digital marketing signals for optimal search engine results.

Roofing Social Media Marketing (Blog Cover)

Do Roofing Companies Need Social Media?

Social media has always been a helpful channel for roofing companies looking to expand brand awareness and enhance their online reputation.

However, Google’s recent algorithm updates, which include the search perspectives filter, substantially increase the value of social media content in a broader marketing context.

Despite the merits of social media marketing, a surprising amount of roofing companies around the country aren’t utilizing this platform.

Many 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.

Consider the following statistic: 89% of consumers will buy from a brand after following it on social media, and almost as many will recommend the brand or company to a friend.

Social Media Posts Examples

Check out some examples of roofing companies using social media to help their brand.

Social Media Marketing 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: Can people find your company on social media?

If you answered no, don’t fret. We know roofing social media marketing can be daunting, so we compiled the following tips based on more than a decade of first-hand experience with social media marketing.

Below, you will learn the essential elements of a successful social media marketing campaign.

1) Generate Social Media Posts Ideas

Aimlessly publishing social media posts on Instagram, YouTube, and other platforms wastes resources.

There should be intentionality behind each post to avoid a perception of spam.

Far too many roofers post low-quality still images on their social platforms without any real idea behind the post.

You can use ChatGPT to brainstorm social media post ideas that appeal to your target audience.

Start your ChatGPT prompt by identifying your target customer.

Then, ask the AI to generate social media post ideas that appeal to that group.

At that point, your expert discretion comes down to choosing which ideas will best resonate with your audience.

ChatGPT Social Media Ideas Prompt and Response Screenshot

2) Embrace Google Perspectives

When Google announced Search Perspectives, reactions varied from excitement to despair.

Like most algorithm updates, it takes a while to grasp how the changes directly impact small business owners, including roofing companies.

It’s become clear throughout 2025 that social media content now ranks prominently in Google search engine results, often called SERPs.

This development presents a true opportunity for roofing companies to use YouTube, TikTok, and other social platforms to secure additional rankings.

The strategy works for multiple kinds of user intents.

For instance, informational queries like how much roof repair costs can yield these “perspective” results, but so can a direct search for a roofing company’s brand name.

Perhaps most importantly, most roofers have yet to take advantage of this new opportunity, which means SERP real estate is available.

Google Video SERP Screenshot for The Keyword "How to Repair a Roof"

3) Integrate Social Media With Your Website

This new era of marketing calls for full brand integration from your website, Google Business Profile, and social media accounts.

You must link each digital entity to one another to receive the full “credit” for your content.

The best way to accomplish this feat is to ensure every content asset integrates directly with your business website.

For example, consider embedding the video URL (or HTML) onto your website after publishing an informative video on your YouTube channel.

WordPress users can easily do this by pasting the video URL into WordPress’s YouTube block.

Match your video content with your page content to determine which videos best align with the page content.

YouTube WordPress Integration On Roofing Website

4) Engage With Social Media Followers

Just as responding to Google Reviews can enhance your online reputation, you can engage with social media followers.

If one of your followers leaves a comment on your post or video, consider responding to it in a professional tone.

Engaging with the audience for local businesses like roofers shows you care about your present and future customers.

The one caveat with follower engagement is that you should never take the bait with spam or trolls.

For example, accounts that leave disparaging comments about your posts, despite having clearly never used your services, are just looking to waste your time.

Ignoring comments like these while responding to genuine feedback demonstrates professionalism as a roofing company.

Facebook Roofing Engagement Video for Page Followers

5) Avoid 3rd Party Social Media Posting Tools

One of the fastest ways to get your accounts banned or suspended is to use 3rd party social media posting tools.

Most social media platforms have policies that discourage posting through 3rd party platforms as a spam prevention method.

By manually posting on each social platform, you add a personal touch to the process that legitimizes your brand.

Posting manually is more time-consuming than auto-posting, but it results better.

Additionally, social media gurus who are more focused on entertainment than small business promotion overstate post frequency.

As a roofing company, don’t worry about posting a certain amount of weekly content, but focus on quality and engagement.

Instagram TOS Snippet Regarding 3rd Party Apps

Source: https://help.instagram.com/588549329146493

6) Set Clear and Realistic Goals

Set clear goals for your social media marketing campaign by asking questions like these:

Are you trying to increase brand awareness?
Do you want to boost sales for a specific service?
Do you want to promote a particular product or service?

Identifying your ideal outcome allows you to invest resources into the right tasks.

For instance, social media content that directly generates leads is most valuable if you want to boost sales.

Next, 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.

7) Distinguish Ads from Organic Marketing

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, Instagram, or X Ads requires understanding demographics, budgeting, and ROI.

The good news is that each platform provides in-house advertising support and will recommend budgets, intervals, and more.

Your job as a roofing company is to produce compelling promotions, slogans, and offers for potential consumers.

Roofing Facebook Ad Example (Emergency Roofing)

8) 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 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.

Pro Tip: Use a tool like SparkToro to determine which social channels your target customers use most.

9) 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 consistently reaches homeowners. It and other platforms like Facebook, X, and YouTube hit the sweet spot regarding 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.

10) Maintain Brand Consistency

If your roofing business is already 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!

If you want to educate your audience, 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

11) Strike an Informational / Promotional Balance

While viewing your social media marketing campaign as a means of selling your services is tempting, remember that social platforms are still mainly used 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.

12) 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 roof style 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 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, suitable for roofing companies.

Of course, not all software can replace human behavior, but setting expectations with your digital marketing company is essential.

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.

6 Helpful Tips for Responding to Negative Roofing Reviews

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.

Branding for Roofers: The Ultimate Guide to Brand Identity

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Hey there, I’m Nolen Walker, the founder and CEO of Roofing Webmasters. One of my first discussions with my roofing clients is about building a brand.

Branding for roofers is an integral component of marketing, sales, and long-term revenue growth.

However, some contractors have a misconception about branding. It sounds like a fancy term related to colors and slogans, and while those things matter, they are not the foundation of brand building.

The following guide will outline the essential components of branding for roofing companies, which are informed by my 13 years of first-hand experience working directly with professional roofers.

Branding 101 for Roofing Companies

As an SEO agency owner, one thing is clear: roofing companies cannot succeed online without a brand.

Let me tell you a quick story:

A roofer came to me with a generic business name that combined a city name with the term “roofing.”

He thought this would help him rank on Google Maps because his business name exactly matched a common search query.

Instead, his listing and corresponding website barely ranked at all. Why? He didn’t have a brand.

Google and its users did not view their query as his business; they viewed it as a vehicle to find roofing companies with an actual brand in that city.

Those are the ones with reviews, influence, and consistent branded signaling.

The Essential Components of Roofing Branding

As I tell all my clients, branding has four essential components: creative, awareness, reputation, and signaling. I will break down each component below:

Creative

Your brand’s creative aspects are your name, logo, website, and color scheme. Some roofing companies overthink this process, while the successful ones allow it to emerge organically.

Your name should include a unique term. So, instead of Denver Roofers, your name should be something like Denver Roofing Kings or Big Joe’s Denver Roofing Company.

Sometimes, your brand name won’t include a city and be something like Roof Kingz LLC or Big Joe’s Roofing. These are all acceptable business names.

You want to ensure your name at least contains the term roofing or a variation.

You can then design your logo, website, and color scheme to reflect your creativity or hire an agency to design these visual elements on your behalf.

Awareness

Your brand does not exist unless people know about it, so awareness is a critical component of branding for roofing contractors.

Brand awareness occurs when potential customers learn about your company either online or through other promotional channels.

Investing in marketing, especially digital marketing, and Local SEO, is the key to building awareness.

Reputation

Reputation is the next phase of branding after awareness. If consumers are aware of your company but strongly dislike it, you are not going to last long in the roofing industry.

Building a favorable reputation starts with performing good services. However, this alone is insufficient.

You must showcase the fruits of your labor by requesting customer reviews and publishing evidence of recent jobs.

You can use a tool like DataPins to achieve both of these reputation tasks on your website.

Signaling

Signaling is the most overlooked aspect of branding in the digital age. Some companies make the mistake of automatically believing Google should know about their positive reputation.

This is not the case, and it is incumbent upon you to send consistent branded signaling online.

You can achieve this with the aforementioned reviews and additional E-E-A-T components.

E-E-A-T stands for expertise, experience, authority, and trust, and my DataPins tool consolidates these signals for you based on your recent roofing jobs.

How Brands Influence Roofing Company Success

Establishing a strong roofing brand influences success from multiple angles. First, branding is the key to digital marketing success, especially Local SEO.

Secondly, branding increases conversions, which means that consumers who learn of your company are more likely to use your services.

Finally, branding is key to long-term growth as it increases the percentage of repeat customers and creates promotional and networking opportunities.

Impact of Roofing Company Branding on Revenue

According to multiple surveys, consistent branding across various platforms results in a 23% increase in revenue. Additionally, 89% of consumers report staying loyal to a brand if they feel the company shares its values.

By branding your roofing company online, you are taking steps toward increased revenue.

Building a Traditional Brand Identity

While I’ve spoken about the essential components of branding for roofing companies, some business owners are curious about a more traditional brand identity.

Things like messaging, values, voice, and positioning make up this version of branding.

I’ll level with you; these concepts are often used by highbrow agencies to charge more money for things that are intangible. I advise roofing companies to be skeptical of these kinds of buzzwords.

With that being said, I’ll break down what these terms mean in a more tangible context below.

Messaging

A lot of roofing companies have a mission statement or tagline that can be published on marketing materials, including a business website.

While these are good things to have, creating them is not rocket science.

No secret roofing slogan will entice consumers to use your services if you don’t combine it with a strong digital marketing presence.

Most importantly, a tagline won’t make up for subpar services or a lack of online reviews.

Values

Brand values are a fancy way of referring to your employees’ competence and performance standards.

For example, do ALL your employees treat customers respectfully and put 100% effort into roofing projects?

If the answer is yes, your values will be reflected in customer reviews, which you can promote on various marketing channels.

If the answer is NO, there is nothing you can do to make your brand escape criticism.

Voice

Brand voice is similar to messaging but refers more specifically to the tone of your company’s written or verbal messages.

A tangible way to think about this is your website’s content matching the style of your Google Business Profile description.

You should certainly prioritize high-quality writing on your marketing materials, but you don’t want to overthink voice as a concept.

Positioning

Brand positioning refers to something I spoke about earlier in this guide, which is differentiation. For example, you want potential customers to view your roofing company differently than competitors.

You can achieve this by choosing a good company name and logo and properly marketing your business online.

Another way to position your brand is to specialize in a specific roofing service, such as commercial, tile, or foam.

By drilling down to a sub-niche of roofing, you are more likely to appeal to consumers seeking those exact services.

Leveraging Branding for Roofers in 2024

In my experience, branding for roofers can make or break a digital marketing campaign. While I advise my clients not to overthink traditional brand concepts, I strongly encourage them to invest in consistent branded signaling online.

My agency, Roofing Webmasters, specializes in digital branding for roofing companies. If you would like to learn more about our process, contact me personally.

Local SEO for Roofing Companies: The (Essential) Guide

Hey, I’m Nolen Walker, the founder of Roofing Webmasters. I’ve helped 1,000+ companies use local SEO for roofers to rank on Google and Google Maps over the past 14+ years.

I even created local SEO software, DataPins, to increase my clients’ E-E-A-T signaling, resulting in higher rankings and conversions.

I’ve crafted the ultimate Local SEO guide for roofing companies based on my decades-plus experience.

Defining “Local” SEO for Roofing Companies

Local SEO for roofing companies is the process of optimizing a roofing website and Google Business Profile for one or more service locations. Typically, the practice focuses on Google Maps rankings via Google’s Local Map 3-Pack.

However, Local SEO for roofers also encompasses on-site city pages (a.k.a. local landing pages) and business citations on directories like Yelp, Angi, HomeAdvisor, and more.

Ranking within the top 3 locally is crucial to a roofing company’s success, as these search engine results attract 75% of all clicks.

Key Takeaway

Ranking within Google’s Map 3-pack requires an optimized Google Business Profile and a locally relevant website showcasing E-E-A-T and social proof within your target service areas.

Local SEO Ranking Factors for 2025

Ranking factors tell Google where to rank your website on local searches.

However, Google Maps and traditional Google search have separate algorithms with different factors.

While some of these factors overlap, they are not identical.

Google Maps Ranking Factors

Google Maps and (Google Map 3-Pack) have three primary ranking factors which are:

Distance

Relevance

Prominence

Roofing companies can influence these ranking factors through the following techniques:

Address: Moving to a business address near the center of your target city

Reviews: Accumulating consistent customer reviews on your Google Business Profile

Website: Connecting an SEO-optimized website to your Google Business Profile

Google Search Ranking Factors

Traditional organic search works from a separate algorithm but still factors in location for local queries.

For example, when a user searches for “roofers near Baltimore,” Google will show three types of results:

Directory lists of roofing companies in Baltimore (i.e., Yelp, Better Business Bureau, Angi’)

Official websites of roofing companies with Baltimore addresses

Location pages from roofing company websites close to Baltimore (i.e., Rosedale, MD)

While traditional organic results consider hundreds of ranking factors, some of the most influential include:

Domain Authority (quality and amount of backlinks)

On-Page SEO (Use of keywords like “Baltimore roofer” and “Baltimore roofing company”)

Check-ins (Jobsite check-ins or “pins” of verified roofing work in Baltimore)

Remember that these are only three of hundreds of ranking factors, many of which change regularly with each Google algorithm update.

Local SEO Elements for Roofers

When a roofing company onboards with my company, we establish a set of foundation local SEO elements to maximize their visibility on Google.

Check out these elements below:

Google Business Profile

Only businesses with a registered Google Business Profile (formerly Google My Business listing) are eligible to rank within Google Maps and the Google Map 3-Pack.

So what I’m telling you is that a Google Business Profile is MANDATORY for Local SEO. It’s not an option.

Now, there are additional measures you can take (and that we take as an agency) to enhance your GBP listing. However, claiming and verifying your business on Google is the BARE MINIMUM.

Examples of additional Google Business Profile optimization include unique photos, up-to-date information, and Google Posts.

The most important task is inserting your website URL within your profile listing, as it will influence the ranking of the listing on the local map pack.

Pins / Jobsite Check-ins

Most roofers work in multiple cities near their primary business address, which is challenging for SEO.

I solved this problem by developing my software, DataPins, which combines job site check-ins with consolidated E-E-A-T signals like mini-maps, schema markup, geo-coordinates, original photos, and taggable job captions.

Pins are now an essential local SEO element for all my clients and should be for all roofing companies.

NAP Citations

NAP stands for name, address, and phone number. While NAP consistency’s influence is overblown, the presence of citations remains a vital part of local optimization.

Google and other search engines can validate your business by scanning for citations across the web.

The most impactful roofing company citations come from niche directories or major platforms like Yelp, Facebook, and HomeAdvisor.

Once again, ensure your website URL links to each listing as they build link equity for your website and help SEO.

Reviews

The numbers don’t lie; reviews make up 16% of all the ranking signals for local searches. As a roofing company, you must generate consistent reviews from your customers.

All of my clients receive DataPins, which comes with review request automation through SMS and email.

Still, I also encourage my clients to ask for reviews In-person IN ADDITION TO the automated request.

The combination of BOTH tasks has shown to increase review request reposnses by 147%.

You can check out our roofing reviews study to learn more.

Local Keyword Research for Roofing Contractors

Keyword research for local roofing companies is much different than “traditional keyword research.”

Popular keyword research tools like SEMRush, Ahrefs, and Moz are great for measuring the national search volume of a term or phrase but are less accurate at detecting local volume.

One of the problems is that many of the queries local consumers use to find roofing companies are not even registered as keywords on the aforementioned tools or even Google Search Console.

A study found that nearly half of all Google clicks come from “hidden terms,” meaning many of your local visitors search for terms that won’t register as a query within Google Search Console.

This discrepancy often leads to roofers failing to target the best keyword opportunities.

As a long-time roofing SEO agency owner, I’m going to teach you exactly how to research local keywords.

Longtail Keywords

The best way to start building your keyword list is by identifying long-tail niche keywords.

A long-tail keyword is three or more words and is highly specific. A moderate long-tail keyword example for roofers would be modified bitumen roof installation.

This keyword registers an 80 search volume nationally, making it a great local option.

Long Tail Keyword Volume (Ahrefs Screenshot)

Digging Deeper to “Hidden Terms”

Starting with long-tail keywords is a great foundation, but any term or phrase with a registered search volume garners competition.

Even long-tail keywords with low difficulty are already being targeted by multiple competitors in your area.

That’s where hidden terms come into play, which is a secret local SEO weapon for roofing companies.

Although hidden terms are technically long-tail keywords, they don’t register in Google Search Console or 3rd party keyword tools.

Let me give you an example: carlisle epdm roof repair tega cay

Hidden Keyword Volume (Ahrefs Screenshot)

While “epdm roof repair” certainly registers volume, adding the brand “Carslisle” and the city “Tega Cay” turns this query into a hidden term.

You might wonder if consumers actually search for terms like this. It happens all the time.

Nearly half of ALL CLICKS come from terms like these. For local roofers, the percentage is even higher.

Voice Search Keywords

Recent data shows that a 3rd of Americans report using the voice search function at least once a month. And that number is set to hit 5 billion people worldwide this year.

The point is that voice searching is on the rise, and it impacts how local roofing companies appear in search.

Traditional searches are terse and omit certain articles and conjunctions (i.e., roof replacement Tampa instead of roof replacement in Tampa). Conversely, voice searches are longer and more conversational.

In addition to longtail local keywords, start targeting longer conversational key phrases. For example, a person conducting a voice search may say something like, “how much does it cost to repair a roof leak.”

While you want to target this voice query’s intent, you don’t want to target the EXACT phrase.

I’ve seen roofers OVER-OPTIMIZE their websites by creating a seprate blog post for each invidual question.

This is how you get penalized by Google’s Helpful Content Update.

The right way to target these phrases is by creating a content asset like “The Ultimate Guide to Roof Leak Repairs in Pflugerville, TX”

The asset should feature specific data about leak repair costs in your precise service area and other helpful information.

A comprehensive guide like this will always outrank a spammy article that answers one question.

Local Link Building for Roofers

For many contractors, link building for roofers is a mystery. Like keyword research, local link building is far different from national link building.

On a national scale, websites mainly benefit by acquiring links from high-authority websites. On a local level, link building is all about relevance.

It doesn’t matter if the website linking to you has a 10 Domain Authority or a 60 Domain Authority as long as the page and content are relevant to your business.

There are two primary ways to measure relevance:

Local Relevance: A third-party website that focuses on your primary city (i.e., local newspaper, little league team)

Industry Relevance: a 3rd party website that focuses on your industry (roofing)

You’ll want to start by focusing on high-relevance links like your city and industry. However, there are degrees of relevance.

For example, a construction website is still relevant enough to serve as a valuable link.

The key is finding these link opportunities for your website.

Here are some tips for building local backlinks:

Business Networking

Networking can earn your business natural links from nearby businesses. For example, realtors in your service area may need to recommend a roofing company on their website.

There’s no reason why that company should not be yours, which can help you with local SEO and business referrals.

Link Outreach

Before you start cold emailing and calling businesses in your area, take a look at their website. Determine which page a link to your website would make the most sense, and use that info in your proposal.

Only build links that help website users. Unnatural links can get your website penalized.

Chambers of Commerce

This is an easy one. Your local chamber of commerce is clamoring to list your business if it isn’t already.

Make sure you register with the chambers of commerce in all the areas you service and that they include a link to your site on theirs.

Local Sponsorships

Sponsoring events like Little League games and charity events is a great way to get your name out there. It’s also a great way to build your backlink profile.

Sponsor a local event and make sure to request a link on their website.

Local Directories

Citations often include a space for your company’s website URL, which forms a nofollow link from the directory to your website.

Nofollow links have less SEO value as they count as a ranking hint rather than a full-fledged ranking factor.

Nevertheless, nofollow links from Porch, HomeAdvisor, Angi, and Yelp are good foundational links that help Google crawl your website.

Countless platforms offer local link-building opportunities to roofers. These links are beneficial for newer roofing companies with fresh domain names.

For example, link to your website from a local business directory like Angi, HomeAdvisor, or Porch, which produces a nofollow link.

E-A-A-T for Roofing Websites

Depending on who you ask, E-E-A-T is either the most prominent Google ranking factor or not a ranking factor at all.

Part of the discrepancy comes from Google’s own semantics.

They’ve publicly said that their Search Quality Raters are instructed to use E-E-A-T to determine the worthiness of a site’s ranking on search results.

For example, a rater evaluates a website currently ranking #2 for “roof repair frisco” to determine if it demonstrates expertise, experience, authoritativeness, and trustworthiness.

They might look for a detailed About Us page that lists the owner’s experience, badges for certifications, licenses, and awards, or original and unique images from recent jobs.

Google then collects the rater’s findings and combines them with large-scale findings from other raters to determine the efficacy of its own algorithm.

When the results misalign with Google’s standards, they use the rater’s information to tweak the algorithm in hopes of producing superior results.

So when Google recently said that “E-E-A-T is not a ranking factor,” they are merely speaking technically.

The name of the actual ranking factor (or series of ranking factors) that prioritizes websites demonstrating experience, expertise, authoritativeness, and trustworthiness is not public.

About Us Page

I recommend detailing your experience and expertise on your company’s About Us page.
Publish an original photo of the company owner and outline their history and skillset.

Publishing additional sections within the About Us page for high-level staff whose experience and expertise add credibility to your business is also helpful.

Badges and Awards

I recommend displaying badges and awards for your company’s achievements.

This can include certifications like GAF’s Master Elite Certification or awards like Brava’s Spanish Barrell Tile Roof Excellence Award.

Social Proof

I recommend showcasing reviews and recent jobs that serve as social proof.

Social proof is a critical component of E-E-A-T, particularly the authoritativeness and trustworthiness component.

My clients get an embedded reviews slider on their websites, which shows customer feedback from Google reviewers.

They also get a “pins” page that connects to their DataPins app and publishes recent jobs, including photos, mini-maps, geo-locations, and schema markup.

Final Thoughts on Local SEO Marketing for Roofers

Roofing Webmasters has launched thousands of local roofing campaigns over the past fourteen years, and our data helps illustrate techniques and strategies that drive results for local roofing companies.

Google is constantly changing its algorithm for both organic and map-pack results, and companies that lag behind will suffer the consequences of lower rankings and fewer leads.

However, roofing contractors that consistently invest in modern local SEO strategies will reap the rewards with increased visibility, higher click-through rates, and more customers.

Our company devotes research, development, and testing to local SEO campaigns, as evidenced by our creation of the DataPins software. We look forward to continuing to help roofing companies maximize their local SEO.

36 Incredible Roofing Company Slogans + Sayings

Choosing a roofing company slogan is more of an art than a science for local businesses looking to separate their brand from nearby competitors.

In my experience, the best roofing slogans often emerge organically, based on your company’s mission statement, priorities, and core values.

At Roofing Webmasters, SEO services are our passion, but branding (including slogans) is an essential component to maximizing search performance.

Creating a memorable slogan and conveying a direct message can significantly impact your online performance.

Best Roofing Slogans

“Putting a Strong Roof Over Your Head”
“There When You Need Us”
“Roofing the Way It Should Be”
“Giving You The Roof You Need”
“Experience, Expertise and Exceeding Expectations”
“Roofing Made Easy”

Roofing Company Slogan Ideas That Stand Out

“Putting a Strong Roof Over Your Head”

Many roofers emphasize that they do quality work. And quality is vastly important when it comes to roofs.

People want to feel secure that their home or business’s first line of defense against the elements is sturdy.

This mantra conveys the message of strength and reliable protection that people want, without pigeonholing you into exclusively residential or commercial work.

“There When You Need Us”

One of the homeowner’s greatest fears is a compromised roof. For business owners, a collapsed or leaking roof could mean having to shut their doors.

“There when you need us” is an excellent slogan for any roofing company that offers emergency roof repair services, but its versatility expands beyond that scope.

For example, this saying also speaks to your commitment to helping people in their time of need, making it a fitting slogan for any roofing contractor that emphasizes customer service.

“Roofing the Way It Should Be”

Unfortunately, there are some unscrupulous roofers out there who don’t mind cutting corners. On the other hand, there are home and business owners who unscrupulous roofers have burned.

“Roofing the Way it Should Be” tells your customers that you understand their trepidation, but more importantly, that you go out of your way to do right by them.

This slogan immediately conveys quality and an understanding of what your customers are seeking.

“Giving You The Roof You Need”

Many properties have specific needs regarding their roofs, and this slogan lets customers know that you can deliver, no matter how complicated the job may be.

“Giving You the Roof You Need” appeals to many consumers by addressing their perceptions, making it useful for various purposes.

Perhaps someone is looking for an aesthetically pleasing roof or a customized roofing solution. On the other hand, maybe the roof a homeowner needs is not as specialized as it is vital.

“Experience, Expertise and Exceeding Expectations”

These 4 “E’s” pack a punch. The saying is simple and straight to the point, and who doesn’t love alliteration? The simplicity conveys exceptional skill and attentive customer service.

The above saying would be an excellent (and the alliteration continues) slogan for a company with several years of experience in the roofing industry and a strong focus on customer satisfaction.

The saying also aligns with Google’s focus on E-E-A-T when grading the quality of websites.

“Roofing Made Easy”

Many people dread dealing with roofing maintenance, repairs, and inspections. The process is often lengthy and complicated, especially when insurance companies are involved.

This slogan alleviates many people’s fears about roofing work – that it’s time-consuming and stressful.

This saying, or something similar, would be a good slogan to use if you offer roofing insurance claims to help or make an effort to simplify the process for your customers.

Other Roofing Slogans to Consider

Additional Roofing Slogan Ideas
Where Quality Meets Durability
A Roof You’ll Never Have to Worry About
Strong Foundations Start on Top
The Last Roof You’ll Ever Need
We Keep the Storm Outside
Every Shingle Tells a Story of Strength
Your First Line of Defense Against the Weather
Top-Notch Roofing for Top-Notch Homes
Covering What Matters Most
From Leaks to Longevity
Roof Smarter, Live Safer
Your Roof, Your Peace of Mind
Because Every Home Deserves a Strong Top
Excellence, Layer by Layer
From Blueprint to Beautiful Roof
Strength You Can Stand Under
We’re On Top of It
Keeping Families Dry Since Day One
Your Roof, Our Reputation
Shaping Roofs, Securing Futures
Roofs That Withstand the Test of Time
The Power of Protection Overhead
Elevating Homes, Elevating Trust
Quality Roofing, Clear Skies Ahead

How Roofing Slogans Help Generate Leads

These roofing slogans serve as a starting point to help you convey your unique message while developing your digital brand, a foundational element for long-term, sustainable success in the roofing industry.

Roofing companies with catchy slogans generate high-quality leads because of greater brand recall and higher conversion rates.

Slogans should be used on marketing materials (both digital and traditional) to convey your message to prospective customers effectively.

Consistently displaying your roofing slogan on your website, Facebook Ads, truck wraps, and yard signs helps maximize its potency for lead generation.

How Schema Check-ins Radically Boost Local SEO

Roofing companies are always trying to find an edge over local competitors. As a result, many contractors have asked about the value of check-ins on their roofing company websites.

You’ve probably heard about multiple software tools that produce these check-ins, including our very own DataPins.

Key Lessons for Roofing Contractors:

Building up a collection of check-ins each month drives higher local SEO rankings.
Consistency is key. Only your team can perform these check-ins.
This type of activity is rare, meaning businesses can still reap tremendous rewards.

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How Check-ins Impact Local SEO

Jobsite check-ins are woefully under-utilized in the contracting industries. Of course, there’s another way of looking at it.

Any roofing contractors who consistently utilize the right check-in tools can earn serious lead generation improvements through local SEO.

Check-ins serve as a digital hand raise that showcases valid proof of roofing jobs in a particular service area.

When Google crawls local roofing websites, the search engine collects all the evidence it finds. Sure, website service pages can claim a business provides impact-resistant shingle installation, but how often is the company really performing that service?

Customer reviews and check-ins are The best evidence to influence Local SEO. The latter is what we’ll be talking about today.

How Do Jobsite Check-ins Work?

Check-ins wrap various data points into a collective entry that serves as a digital hand raise.

Have you ever seen a Google Map of your city? Hundreds of businesses line the streets, and all corners swell with thriving residential communities.

You do not see all the places your roofing company has provided service throughout the city. No matter how many times you’ve written about it on your website, Google doesn’t see it either.

Check-ins change that. When you whip out your phone and perform one, you provide Google with some invaluable data:

Your location,
The services you just finished providing and
The time.

Check-in data includes schema markup, geo-coordinates, images, and captions.

Why Do Check-ins Matter?

While other companies are busy claiming to provide (for example) metal roofing installation in Atlanta, you’ve shown Google real evidence of your activity. That’s one small pin on the Google Maps, at first.

Scale this up to hundreds of pins over a year, and you’ve given Google a real reason to rank your business first in local search results.

All your competitors have roofing websites. Most of your competitors know how to collect reviews. Very few roofing companies in your area are performing check-ins. That means there’s a clear opportunity to get ahead of other brands and generate some exclusive roofing leads.

Thanks to the Local Search Update of last year, it’s now possible for young (or even brand new) businesses to win placements in local map packs if they optimize well. We’ve seen previously unknown brands earn top spots within months after starting a regular check-in program. The results are real!

Blog Posts vs. Check-ins for Roofers

When Google ranks local roofing websites, they look for various indicators, including content quality, domain authority, and E-E-A-T.

Most marketing agencies have attempted to boost their clients’ E-E-A-T scores with blog posts. The problem with blog posts is that they are written by English majors who know nothing about roofing. Therefore, 99% of roofing blog posts are written by non-experts.

Some of the most famous roofing marketing agencies will continue to sell you on the idea that blog posts are the best type of website content.

These agencies attempt to trick Google into thinking that roofing professionals are writing the posts. These individuals are intentionally violating Google’s guidelines on your behalf.

Who Can Use Check-ins?

Employees of any business can use check-ins once they have been granted a user login. At the end of each job, they take a picture of your installation (roof replacement, roof coating, etc.) and fill out the project information. Finally, you select “check-in,” and your job is done for that particular location.

The check-in is populated to your company website in the necessary context, creating an SEO advantage and also validating your business as credible. This kind of content is premium in Google’s eyes and cannot be copied or duplicated by a competitor’s website because of its uniqueness.

Maximizing Your Check-in Capabilities

The two things that make or break check-ins are frequency and accuracy. Accurate check-ins establish credibility with your business and serve as premium SEO content.

Frequent check-ins prove your business is doing regular jobs and indicate that you are a popular service. Furthermore, you will likely earn more reviews as you publish more check-ins on your website.

Since many of your competitors lack check-in functionality, accumulating as many as possible in the near term should give you a major head start several years later. Once other roofers start catching on, they will be significantly behind the curve you created.

Another aspect of check-ins that should be maximized is image optimization. If you snap an original photo on the job site, it will be worth far more from an SEO standpoint than a non-visual check-in or worse: a stock photo check-in.

The whole idea is to verify your legitimacy as a roofer, and nothing confirms that more than a picture of the actual job.

Conclusion on Schema Check-ins

SEO can seem like a rat race in many industries. But roofers must ask themselves about the most efficient way to grow their brand online. You differentiate yourself from other roofing websites by performing check-ins at job sites.

Not only can you improve local SEO on GMB and the Local 3 Pack, but you can also increase conversion rates and validate your presence in service areas that are outside your office or home zip code.

Nobody knows where SEO will be in 5 years, but the best estimate is that local businesses will be judged by social proof and confirmed job site check-ins.

Imagine being #1 on GMB rankings and being able to serve customers throughout all nearby service areas. This is what online roofing marketing may look like in the coming years.

Roofing Reviews Survey (2020 Independent Marketing Study)

Reviews and Consumer Research

It seems that no matter how many roofing contractors we speak with over the years, the vast majority underestimate the value of online reviews. For years, client feedback has impacted local listings, brand perceptions, and lead generation. While we certainly understand the value of online reviews regarding SEO for roofers, our Roofing Webmasters team wanted to understand how they influence homeowner decision-making.

In particular, our search marketing analytics team was eager to know just how much online reviews impact the shopping process.

Do consumers routinely check online reviews before selecting a contractor?
What sort of ratings must a contractor have to be considered for selection?
Where do homeowners prefer to look for online reviews, if they do at all?
How much do consumers value online reviews stack up vs. personal recommendations?

A Screenshot of a 5 Star Consumer Roofing Review

Our Study Goal: Determine the Impact of Reviews on the Shopping Process.

Based on old 2015 studies from Pew Research, we already knew that at least half of Americans tended to check online reviews before making purchases. From our own experience, we also recognized a few significant channels that homeowners were likely to check before selecting a roofing company. However, we didn’t know the weight of reviews in the consumer purchase process.

Key Findings From Our Online Consumer Study

Key Findings From Our Consumer Surveys on Reviews

Our Survey Process

In this latest research project, we decided to use a new survey tool from Google. With the search giant’s extensive reach and diverse user base available for us to dig into, it was easy to connect with people in our target market. Our team got to design questions that would unlock our needed answers.

We dialed down on a target demographic most likely to own or rent a home. Each survey was sent out to 300 different consumers, mixed male and female. Respondents aged 35 and above, with each base broken down into four groups: 35 to 44 years, 45 to 54 years, 55 to 64 years, and 65+ years. The surveys were spread out across each region of the United States.

In short, we achieved a very-well diversified respondent pool. Below, you can see each survey we sent out and the various answer choices available.

Our Consumer Surveys

When examining online reviews for a local roofing contractor, do you check more than one source? (such as Google Reviews, Yelp, etc.)

Yes, I typically check multiple sources.
No, I usually only check one source.
I normally do not check reviews.

If you needed to check reviews for a home roofing contractor, which of the following platforms would you check first?

Facebook
Angie’s List
Google
Better Business Bureau
Yelp
Other (please specify)

Would you consider a roofing contractor for your home if they had less than the maximum 5-star rating? If so, what is the lowest rating you’d be willing to accept?

4.5 – 4.9 stars
4.0 – 4.4 stars
3.5 – 3.9 stars
3.0 – 3.4 stars
2.5 – 2.9 stars
I would not consider a company under 5 stars
Other (please specify)

Which review star rating would make you feel most comfortable with hiring a roofing business?

3 – 3.5 stars
3.6 – 4.4 stars
4.5 – 4.9 stars
5 stars, the max rating
Other (please specify)

Important Lessons For Roofing Companies

Lesson #1: Gather Reviews From Multiple Sources.

Google examines hundreds of signals within a website to determine how applicable it is to a user’s search query. Users crave trustworthy content. Since any roofing contractor can claim to provide the “best roofing services” around, Google looks beyond the website to establish more substantial credibility. That’s where reviews come into play.

“Many websites are eager to tell users how great they are…When the website says one thing about itself, but reputable external sources disagree with what the website says, trust the external sources.” – Google’s Search Quality Evaluator Guidelines.

Client reviews are one of the most reliable trustworthiness indicators and thus a critical element in SEO for roofing contractors. They can make (or break) a business. While personal recommendations still play a significant role in the consumer selection process, it’s clear that more and more homeowners are looking online. According to consumer research, approximately 78% of Americans “trust online customer reviews as much as personal recommendations,” at least conditionally. (Statista)

We also know from prior research that collecting reviews from multiple sources produce much better results for your online brand. That’s one reason why we encourage roofers to establish accounts in various citation sources. In the surveys below, we attempted to determine just how important diversity was to consumers and where they looked for online company feedback.

Raw Counts of Survey Results Checking Multiple Review Sources

Consumers Checking Multiple Reviews Sources Won By a Slim Majority.

Above, we can see that most consumers prefer to consult multiple review sources before choosing a roofing contractor. Only a small percentage claimed to ask a single source. At the same time, almost 42% of the respondents usually do not check online reviews. This may indicate a preference for personal recommendations or a tendency to use Google Search ranking to choose.

Our survey results showed that gender only played a slight role in a consumer’s likelihood of consulting online reviews. Women are five percent more likely to check reviews than their male counterparts and five percent more likely to check multiple review sources.

However, we see a distinct gap between generations, with younger age groups growing increasingly more likely to check reviews before choosing a roofing contractor.

Review Checking Habits Shift With Each Subsequent Generation.

It’s easy to see the potential benefits of creating listings across multiple review platforms. For one, it creates more ties backlinking to your website. Second, it provides validation for consumers that check numerous platforms. Even if a sizable portion of your target market relies on personal recommendations first, you can’t afford to miss out on over half of your audience just because you don’t have sufficient reviews!

Next, we need to determine the best places to get client feedback. As you can see in the results below, Google Reviews and Better Business Bureau are high priorities for many consumers.

Males Were a Little More Likely to Check BBB & Angie's List Than Their Female Counterparts

Younger Generations Shift Away From BBB and Angie's List Towards Google Reviews.

As we can see, each subsequent generation seems less likely to prefer BBB or Angie’s List over Google Reviews. The 35-44 age bracket also seems much more likely to consult Yelp than previous generations. Roofing professionals can use this data to determine where they need reviews from most and where they should be advertising.

Lesson #2: Less Than Perfect is Still Great.

One of the inevitable struggles with collecting online user feedback is the steady trickle of negative reviews. Since roofers work so hard to establish their brand and service reputation, it’s intimidating to think that a few negative reviews can damage your business. We’ve talked with countless roofing professionals dead set on starting over (rebranding) because of a few one-star reviews. If you’ve been the victim of overly biting criticism, don’t be so eager to shut down your website!

People expect a few negative reviews. Heck, even Google expects it!

As their Search Quality Evaluator Guidelines say, “Almost every website will have complaints about customer service, so it is important to look at various sources and reviews in your reputation research.” Consumers are more forgiving of imperfect ratings than you think. That’s what our survey respondents seem to say.

Willingness to Try an Imperfectly Rated Roofing Contractor

Over 60 Percent of Respondents Were Willing to Try an Imperfectly Rated Roofer.

Males were especially likely to give roofers with less than a 5-star rating a shot, though most ladies seem receptive. As we can see in the chart above, there’s a broad segment of consumers willing to accept ratings between 4-4.9 stars. Below four stars, the odds of acceptance fall much lower.

Let’s see how age factors into our findings!

Willingness to Accept Imperfect Ratings Split by Age Bracket

Once Again, We See a Dramatic Shift Between Older and Younger Generations.

Again, we see a growing divide between the oldest and youngest age brackets. Most age ranges willingly accept ratings between 4 and 4.9 stars, consistent with our gender analysis. Only in the 65+ age bracket do consumers still demand a 5-star rating. There’s an approximately 50-50 chance of losing a client in that age bracket if your star rating falls below a perfect score.

Consumers sometimes prefer contractors with less than a maximum star rating. In another one of our surveys, we asked what star rating made respondents feel most comfortable with a roofing contractor. The results were a little surprising!

Most Comfortable Ratings Split By Gender

Males Seem Slightly More Comfortable With Imperfect Contractor Ratings Than Females.

Ratings Comfort Split Up By Age Brackets

Younger Age Brackets are More Comfortable Trying Contractors With Less Than 5 Stars!

From age 35 to 64, consumers showed an intriguing comfort with sub-perfect ratings. This could be due to growing wariness towards fake and misleading reviews, most commonly associated with perfect scores. This could also indicate a perceived association between lower ratings and cheaper service pricing. Regardless, it’s clear that many homeowners are very willing to try out roofing contractors with less than spotless ratings.

So don’t go restarting your business just yet! After all, you can keep improving your overall star rating by continually asking for happy clients’ feedback.

A Review Placed in the Better Business Bureau

Consumers in Our Study Seemed to Heavily Value Ratings in the Better Business Bureau.

Taking Advantage of Online Reviews

When it comes to local SEO for roofing contractors, online reviews play an essential role. In many cases, they determine whether or not your business earns a premium listing in a local map pack (which offers huge traffic volume bonuses). As we mentioned previously, Google Search Quality Evaluator Guidelines designate off-site reviews as key sources in website grading.

On the consumer side of search, we see that roofing company reviews also play a pivotal role. We’ve gleaned a handful of valuable lessons from our surveys for your marketing team.

Top Lessons on Client Online Reviews

Google and BBB are the best places to start your review collection. Facebook, Angie’s List, and Yelp are distant seconds.
Most homeowners still consider a contractor, even if they average less than a 5-star rating.
At least half of consumers prefer a contractor with less than perfect ratings.
Males are more likely to accept contractors with lower ratings than females.
Younger demographics, mainly aged 35-44, are most likely to check online reviews.

SEO Lessons For Roofers

Now that you understand how critical online reviews are to your digital marketing efforts keep up the excellent work with collecting them! A deep pool of recent reviews makes it easier for Google to rank your website higher. Receiving them from various resources provides even more persuasive evidence of your company’s trustworthiness.

If you happen to suffer a few negative reviews, don’t despair.

This Client Has Done a Fantastic Job of Collecting Yelp Reviews!

Bad ratings are most impactful when there aren’t many positive reviews to counter them. If a handful of snarky customers are taking your star count, make the extra effort to ask happy customers for reviews. Too many businesses call it quits and rebrand themselves when they need to talk more with their fanbase!

There’s a right way to ask for reviews and many wrong ways. Here are a few rules of thumb you’ll want to follow as you expand your feedback pool.

Never offer compensation, promotions, or discounts for client reviews!
Never try to gather reviews (paid or otherwise) from someone who isn’t a client.
Always ask for feedback within a few days of service completion.
Explain how reviews make a huge difference for your business.
Ask nicely! Train your team members to ask after the service.
Provide links to your best review sites on a card, text, or email.
Experiment! Find out which ways of asking work and which don’t.

Closing Thoughts

If you haven’t paid much attention to reviews in the past, it’s never too early to start. Remember the lessons above, and you’ll be well on your way to ranking up in local search. In the meantime, our team at Roofing Webmasters is always happy to enhance your website and reputation management program.

How to Run a Facebook Ad for Storm Damage Roofing

Facebook Ad for Storm Damage Roofing (Blog Cover)

Hail storms, tornados, and other inclement weather conditions often present new opportunities for local roofing companies. Many affected homeowners require roofing services, which substantially expands your number of potential clients.

These are the best times to invest in storm damage roofing Facebook ads.

Key Takeaway

One way to maximize your roofing leads is to run storm-targeted Facebook Ads for your roofing company. These advertisements help your company get new customers during the window of opportunity that emerges in post-storm roofing conditions.

As unfortunate as it might be, the best time for roofing companies is in the wake of a storm. The key is to reach your audience when storms are on the horizon so that they turn to you if their home suffers damage. Capitalizing on local storm damage can make your company’s year financially.

Remember that several companies in your area compete for the same business. Therefore, creating ways to stand out and ensuring your brand holds local authority is critical in 2024.

The following post outlines how to run a Facebook Ad for storm damage roofing.

Table of Contents

How to Run a Storm Damage Ad on Facebook

Enter Facebook Ads Manager
Select “Create” on the top left
Choose “Lead generation” as your objective
Name your campaign something like “Storm damage ad”
Choose your roofing company business page
View and accept the terms and conditions
Set your target audience, budget, placements, and schedule
Choose between carousel, single image, video, and slideshow ad formats
Input text for headline, body, and CTA
Preview your ad
Select “Contact Form” and add a form title, intro, questions, and privacy policy
Select “Settings” and check “collect organic leads”
Select “Finish” on the top right
Review, publish, and confirm your ad

Facebook Lead Ads are the best option for storm damage campaigns because they collect client information directly from their Facebook profiles.

Collecting Leads from Facebook Ads

After you’ve published your storm damage roofing ad on Facebook, it’s time to start collecting the information from your leads. You can achieve this through a manual download or by setting up an API or CRM integration.

Depending on your CRM’s user interface, this process is relatively simple. You can manually download the leads as a CSV file if you don’t currently use a CRM for your roofing business.

Tips for Optimizing Your Storm Damage Facebook Ad

Offer Specials

People love to feel like they are saving money. However, in the event of a catastrophic event like a storm, homeowners will feel like they have to spend a tremendous amount of money for the repairs (and they likely are).

Offer discounts that make those repairs more affordable than ever and make the owner feel like they are getting the best possible deal.

You can even take it one step further by naming a specific storm system. Specificity shows empathy with your customers who might be affected by the storm and lowers your prices accordingly.

Whatever the method, you can’t go wrong with making your audience feel like they are saving major bucks by using your service.

Pricing is another excellent way to develop loyalty to your brand and get those all-important return customers that every business needs for growth.

Find what works for you, where you can offer those discounts, and where it will offer the least resistance to your bottom line. Where your customers benefit, so do you.

Highlight Storm Damage Experience

One of the most important aspects of recovering from storm damage is the time it takes for a roofer to resolve the problem.

Customers affected by a storm want to avoid long-term discomfort. Therefore, a company that can get to you quickly becomes all the more attractive.

You can address this pain point by incorporating past experience into your ad copy. For example, highlight your staff’s history of storm damage repairs and quick installations.

Customers who suffer damage feel peace of mind when hiring a reputable company. In addition, new customers are more willing to take a chance on companies that demonstrate social proof.

Make it Personal

Personalization is a great way to earn consumer trust. People are far more likely to go with a business they feel cares about them.

Developing that personal touch with your potential customers yields brand loyalty and goodwill.

Sometimes, personalization is as simple as in-person conversation and presentation. Are your sales reps pleasant? Is your staff helpful? These are important questions to answer before running storm damage ads.

Favorable sentiments translate into long-term revenue. Those customers who require future roofing services recall their previous interactions with your company.

Offer Referral Discounts

One of the best ways to generate leads for your business is to take on a referral program. These programs are a great thing to do in general, so don’t necessarily limit it to storm-related instances. The referral program is word of mouth, but word of mouth can be powerful.

You can offer discounts or perks to current customers who have used your services before.

For example, in the event of a storm, you can offer them a particular value if they refer someone who has experienced roof damage. It is a great way to reward your current customers, generate leads for new customers, and build brand loyalty simultaneously.

You can even build on this theme by partnering with other local businesses. So, instead of offering a discount on future services, you might offer a $50 gift card to a local restaurant. Something like that is a great way to generate business and interest in each company, a true win-win.

Final Thoughts on Hail Damage Facebook Ads

Facebook is one of the most crucial advertising methods for storm damage roofing leads. Taking advantage of that medium and using it to the best effect possible will make a massive difference for your business.

Take the steps necessary to reach your target audience in the most effective way possible. It will better utilize your advertising dollars and generate leads.

Keep in mind that ad creativity is an inexact science. Showcasing the essence of your brand through a Facebook Ad requires some trial and error. The key is to have patience and try to implement these strategies as clearly and concisely as possible.

Also, remember that a pre-established local presence makes ads more effective. For example, if you already rank on Google Maps and feature positive Google reviews on your business listing, your ads are going to convert at a higher rate.