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.
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.
Roofing websites are critical to a solid marketing campaign. Proper designs help your business impress customers who you find through various sources and also bring them to you via search engines. Yet only about 5-10 % of roofers take full advantage of their website.
So why are most roofing contractor websites ineffective?
The site provides zero social proof and validation of the company.
The site lacks visually engaging content that inspires action.
The content appears to be written by people with no expertise.
Roofing web design is more than a simple promotional tool; it is the most critical representation of your company. The best roofing websites share common traits that encourage visitors to complete a call-to-action (CTA). At Roofing Webmasters, we’ve designed thousands of websites for roofers and seen which factors work best for customer acquisition.
The best-performing websites use Roofing SEO to attract organic traffic through Google. Check out some of the most common traits below:
Table of Contents
What Makes a Great Roofing Website?
You’ll find that the best sites offer excellent on-page content, social proof, and appealing website designs. Copying a competitor’s website is a non-starter for legal and marketing reasons. However, you can learn from elements of the top-performing roofing company websites across the internet.
Roofing Website Design
When most people think about websites, they think about website design. And make no mistake, roofing website design significantly impacts online performance. The top-performing websites have excellent designs that facilitate a positive user experience while also meeting SEO standards.
Over 40% of users exit sites with inferior functionality, while almost 60% strongly prefer visually appealing designs. Of course, aesthetics is a big part of the appeal, but on-site performance also impacts how users behave online. For example, a slow-loading site with bulky images loads slowly.
Aside from aesthetics and UX, the site’s navigation should encourage seamless movement throughout the site’s entire hierarchy. A user interested in roof repair should be able to quickly navigate to the Contact Us page or a blog post about why roof repair saves them money.
Roofing Website Content
Website content for roofers is vital to a site’s performance. Unfortunately, Google won’t rank pages with thin or low-quality content. Instead, you can see high-quality content that targets specific keywords while evaluating the best sites.
Service pages should target keywords like roof repair, replacement, and installation. Meanwhile, blog posts should target informational keywords like signs of roof damage, what size hail will damage a roof, etc. Unfortunately, most companies use a blog for thin promotional posts.
The best websites also showcase a well-written about us page that incorporates social proof and branding. An About Us page should outline the company’s owner and staff members and how they can help consumers. The top About Us pages refrain from boasting about their services, too.
Roofing Social Proof
Credibility is earned through genuine proof of performance. Therefore, your website should showcase awards, badges, and, most importantly, testimonials. Unfortunately, many roofers get this part wrong by copying and pasting testimonials onto their homepage.
The reviews must come from a credible 3rd party like Google or Facebook via plugin widgets like DataPins. As online users grow savvier in their evaluations, they can sniff out a hack in a matter of seconds. Some companies may not be real hacks but appear as such via web design.
Reviews are great for establishing social proof, but they aren’t enough alone. Companies must add actual evidence of their specific jobs through schema pins. DataPins allows contractors to add tags displaying their specific services, which then get published to the appropriate web page.
Best Roofing Website Examples
Below, The Webmasters outlines 16 examples of the best roofing websites in 2024. As a web design agency, we design WordPress websites from scratch. Other marketing firms use templates that lack custom coding, limiting the site’s search optimization potential and conversion rate.
Accent Roofing
A photo with former President George W. Bush is a great way to build credibility quickly. The Accent Roofing website highlights its best image while effortlessly integrating it into a holistic web design. An intuitive contact form encourages users to take action while clearly defined services outline consumers’ options when dealing with roofing companies. The increased time on the site can also improve SEO for Accent Roofing’s website.
Beyond Roofing
Beyond Roofing’s website immediately establishes a sense of calm and community. The Colorado-based company impresses visitors with clean design elements and simple navigation. Unique photos of jobs and equipment foster a sense of personalization for potential consumers. The site’s header features a statement of credibility by highlighting their 28 years in business, which becomes effective because of its font, stylization, and placement.
Crosby Roofing
Roofing companies with multiple locations require special website consideration, and Crosby Roofing achieves just that. The roofers showcase their four areas and phone numbers for each so that customers can quickly contact their nearest provider. Crosby Roofing’s website personalizes its business with pictures of its owner and staff. Visitors grow increasingly comfortable as they browse through the neatly categorized roofing services and accompanying images.
Dr. Roof
Some company names are easier to brand than others, which expands website design possibilities. Dr. Roof features a mascot in its site’s header, immediately appealing to the visitor. Of course, holding users’ attention is even more challenging for websites in 2024. Dr. Roof achieves it with multiple Calls to Action (CTAs), a branded slogan, and a list of roofing services.
Force Field Roofing
Force Field Roofing shows users an innovative website that balances innovation with clarity. Some web designers fall into the trap of overcomplicating a website. In the roofing industry specifically, clarity and conciseness hold great value. Force Field Roofing wows users visually while simplifying navigation and making services accessible. The geometry of their service buttons is equally as impressive and encourages users to browse the website more extensively.
Geisler Roofing
Some websites, like Geisler Roofing, separate themselves immediately from competitors. The black and white photos blend seamlessly with the site’s clean overall design. The backdrop photo, featuring the company’s signage, builds credibility without overexerting its prominence. The review widget within the site’s footer area showcases social proof for potential customers, inspiring them to take action in the adjacent contact form.
Infinity Solutions Ohio
Sometimes less is more, as is the case with Infinity Solutions Ohio’s website. The site features a unique photo in its most prominent position, quickly building credibility and authority. The clear and straightforward menu outlines the company’s services, easily accessible to anyone navigating the site. A non-intrusive overlay near the footer’s leftmost side allows users to schedule a consultation at their convenience without being distracted from the site’s primary content. Our in-house roofing website builder added social proof and schema pins to this excellent presentation.
J Riley Roofing
As video moves into the forefront of content marketing, websites with video headers appeal to viewers how other websites cannot compete. J Riley Roofing features a short, continuous video loop that lets users quickly note the company’s professionalism and credibility. Of course, visuals without text or navigation serve no purpose, but J Riely Roofing combines all of them for an amazing-looking website.
Kilker Roofing
A skilled designer can reflect a company’s value system within its website. Kilker Roofing’s website shows how tactfully the designer highlights family values. The badges from noteworthy institutions certainly drive home the point, as do strategically placed slogans and logos near the site’s header. A subtle but simple contact form blends in with the site’s clean navigation and inspires users to take action without feeling pressured.
Mast Roofing and Construction
Mast Roofing and Construction’s website blends simplicity with credibility. The site’s design features several badges and awards to create social proof for visitors. The site also displays transparent contact forms and CTAs so that potential customers can take swift and decisive action. The website does a great job of fostering comfort and then converting it into action.
Neblett Construction
Neblett Construction’s website showcases one of the more impressive and intuitive contact forms we’ve seen from a roofing website. Additionally, it creates urgency directly above the form by offering 15% off products and installation and zero interest for 12 months. The site does a great job of inspiring the user to take action and then making it convenient for them to submit contact information.
ProCraft Exteriors
The website design for ProCraft Exteriors rivals other sites with video-based headers from this list and takes it a step further with three easily accessible locations. The design does a great job of directing visitors toward the appropriate contact information and fosters credibility with a BBB badge embedded directly into the header. Also, a prominent custom button leads Flordia residents impacted by the hurricane to a good landing page.
Quantum Roofing
The Quantum Roofing website features a unique header area that showcases its HAAG certification, among other achievements. A tactfully placed visual of their truck wrap sits atop the prominent CTA. Custom and unique photos keep visitors engaged and generate a sense of familiarity and personalization. An in-depth list of services provides pertinent information to meet customer needs.
Recovery Home Improvement
Most of the time, simplicity wins out for contractor websites. Recovery Home Improvement’s site demonstrates the power of simplicity combined with gracefully embedded photos and service menus. Remember, a website appeals to its customer base. In this company’s case, they aren’t trying to sell specific products but are instead trying to sell services that require trust and credibility. Their design strikes the perfect balance for lead generation.
TBar Roofing
TBar Roofing made sure to display a free estimate form so that visitors can take action quickly. The design subtly presents two relevant awards for the roofing company on the contact form’s left-hand side. The site tactfully achieves its desired response by working on consumer psychology (which processes information from left to right). In addition to unique photos and prominent CTAs, TBar Roofing’s site also features a header button to check out their company reviews so that potential customers can verify their reputation.
5 Star Christian Roofing and Remodeling
A professional design makes a great first impression on your customers, and 5 Star Christian Roofing achieves the desired result. The website immediately appeals to the viewer with a dynamic ariel view of one of their top roofing jobs. Soon, the reader learns more about the company founder by scrolling down to the featured biography. A consistent color scheme exudes competence and works on the visitor’s psyche to build justifiable trust and comfort.
West TN Roofing LLC
A sleek and minimalist design was this company’s request, and our design team crafted the most SEO-friendly version of that design philosophy. West TN Roofing LLC’s website is representative of a professional and committed local roofer in the West Tennessee area. Visitors are pleasantly urged to make contact with the business through appealing calls to action and an inviting visual backdrop. The user-friendly navigation bar allows prospects to effortlessly browse for specific service types and additional informational content.
Roofing Website Ideas for 2024
When it comes to publishing roof websites, ideas can be hard to come by. Unfortunately, there’s some online misinformation about the best ways to design your site. These companies aim to lock you into a long-term agreement without providing monthly outs.
Below, The Webmasters outlines 13 Roofing Website Ideas for 2024:
Make a Great First Impression
Your homepage photo should feature the company owner along with a roofing project. For example, take our client, who showcases a picture of himself with President Bush. The image establishes immediate credibility and encourages users to take action throughout the rest of the website.
Use DataPins
The best roofing websites have DataPins, a tool and app that allows contractors to publish pins each time they complete a roofing job. The context of the job, like its location, service type, and equipment, all translate via pin onto your corresponding web pages. As a result, DataPins websites increase impressions 25x compared to an average site.
Lazy Load Images
Speeding up your website can take a series of tweaks, but lazy image loading is one of the most effective. You can use a plugin like WPRocket to automate lazy loading photos that hold the entire image load until users consume it. As a result, users will notice faster loading times and a better experience.
Focus on Mobile Presentation
Most modern websites present well enough on mobile devices, but how many are specifically designed for mobile? Responsive web design ensures compatibility across devices but doesn’t necessarily focus on the mobile experience. So make sure you create your site with mobile primarily in mind.
Publish Social Proof Everywhere
A homepage isn’t the only place to showcase social proof. Each of your pages should validate your services and service areas. An SEO tool like DataPins makes sure you have mini-maps and images of each roofing job, along with corresponding reviews from platforms like Google and Yelp.
Disperse Calls-to-Action (CTAs)
The user should have the ability to take action on every website page. With organic SEO, your user will enter the site through various pages and posts. You must help lead them through your sales funnel regardless of where they enter. Place tactful CTAs in your header and within the content.
Showcase Badges and Awards
List your awards, badges, and certifications on the homepage, as they help establish credibility and increase conversion rates. Be sure to properly implement these graphics, as misuse can result in poor website design. Understanding proper spacing can help place them ideally.
Address Consumers Instead of Boasting
Think about your target customer’s pain points and implement those into your H2s and H3s, along with the proper keywords based on research. Avoid boasting about your company’s success or acumen with headers like Why We Are The Best Roofing Company.
Display Your Phone Number At All Times
Embed a clickable phone number into your header and footer so that users can call anytime. Mobile users should be able to call by clicking on the phone number. By embedding numbers into your header, you guarantee their appearance on every website page and post.
Publish Well-Rounded Content Pages
The worst websites have several thin content pages that feature 300 or fewer words and fail to target keywords. These aimless pages sink a website’s online user experience, SEO, and general impact. Conversely, the best websites have at least 550 words on service pages and 800+ words on blog posts.
Shorten Form Fields
Roofing consumers don’t want their website experience to feel like a trip to the doctor’s office. As a result, limit the number of fields in your contact forms. For example, you may need about five fields total for estimate forms, but you’ll only need three for simple contact forms.
Break up Text Blocks
The last thing website visitors want is large blocks of text. Many visitors don’t even want to read your content but scan it for key points. So make sure you break up your text with bullet points, images, graphics, and contact forms. Keep enough space between words to boost readability.
Insert Schema FAQs on Service Pages
If adequately implemented, schema FAQs add a SERP enhancement to your interior web pages. Make sure your FAQs are expandable so that readers can click on the question if necessary while not having to see the answer take up a bunch of space automatically.
FAQs for Roofer Websites
Where Can I Find a Web Design Agency for Roofing Companies?
You can find one at roofingwebmasters.com, which is where you are now. Our agency offers website design services for roofing companies throughout the United States of America. We work with hundreds of roofers to build high-performance websites that rank and convert.
Where Can I Find Roofing Websites for Sale?
You can find roofing websites for sale at GoDaddy Auctions. When a domain name expires, a roofer’s website goes into an auction where web admins can bid on the domain name. Remember that you won’t get all the content from the site but will only get the company’s domain name.
Should Contractors Use Roofing Website Templates?
Website templates are mainly irrelevant to whether or not your site ranks online. However, they may impact conversions depending on which template you choose. Some templates have faux content that will discourage conversions and make your company look unprofessional.
Should Companies Use Roofing Website Builders?
Roof businesses can use a website builder called DataPins to make sure they present a credible website with social proof and industry validation. Other website builders typically limit the scope of a roofing contractor’s reach. DataPins is a notable exception and changes the industry at large.
#1 Factor for Roof Construction Websites
Credibility is the #1 determining factor for roofing company websites. The best way to build trust is through DataPins, only available through The Webmasters. Check out some of the ways that DataPins increases a roofer’s credibility online:
Schema Pins Published to Pages by Service and Service Area
Automated On-Site Social Proof via Google and Facebook
Mini-Maps From Job Locations With Real Service Images
I’m Nolen Walker, the founder, owner, and CEO of Roofing Webmasters. I’ve worked with thousands of roofing companies over the past thirteen years on digital marketing campaigns, many of which included Google Ads.
My decade-plus experience with Google Ads has given me unique insights into how roofers can best utilize them to grow their business, maximize revenue, and increase lead generation.
The guide below will outline specific strategies, examples, and recommendations based on my first-hand experience.
Key Takeaway
Google Ads allows local roofers to buy advertising space on Google search results above the traditional organic listings.
The Appeal of Google Ads for Roofing Companies
Google Ads, formerly known as Google Adwords, is Google’s online advertising platform. Roofers find the platform appealing because it delivers roofing leads quickly to their local company.
Roofing companies and other small businesses can buy advertising to appear on Google search results or elsewhere in their display network. The process is often referred to as “Google PPC.”
Compared to search engine optimization (SEO), which can take up to 6 months to deliver consistent leads, Google Ads provides the instant gratification that many businesses seek online.
PPC Advertising With Google Ads
Google Adwords is a form of PPC (Pay Per Click) advertising. It’s Google’s brand of PPC that allows your ad to show up on relevant SERPs.
Let’s say, for example, that you operate a roofing company in New Haven, CT.
Now, someone in the New Haven area hops on their computer and does a Google search for “roof repair in New Haven,” “roof repair near me,” or something similar.
With Google Adwords, an advertisement for your company could appear at the top of the results list, garnering a ton of clicks.
Instead of spending months trying to claw your way to the top of the search rankings, you can pay for an ad that will display near the top of the results page on relevant searches.
Paid vs. Organic Clicks for Roofing Companies
Clicks on paid ads convert at about a 1% higher rate than clicks on organic results. However, that statistic is highly misleading.
Organic SEO involves satisfying various user intents on a single website, which fosters more total clicks.
For instance, a roofing business website will attract the following types of queries:
Transactional (i.e., roof repair services)
Informational (i.e., signs of roof damage after a hail storm)
Navigational (i.e., your company name + reviews)
Each of these queries represents a separate user intent. While your transactional pages may convert at a high rate, your informational and navigational pages may not.
As a result, the total conversion percentage is driven down compared to paid ads focusing exclusively on transactional queries and connecting landing pages designed to convert those specific users.
As a result, users clicking on that paid ad may convert at a 3.75% rate compared to a 2.75% rate from organic clicks.
Clicks from paid ads occur faster but require more expense and produce lower ROI.
Maximizing Google Ads Performance
When you’re first starting, you will need all the exposure you can get. Organic SEO could take months, but with Google Ads, you can immediately reach the top of the search rankings and get noticed by your local market.
To maximize performance, focus on the following strategies:
Targeting
With Google Ads, you can ensure that the ads you pay for reach people who are most likely to need/want your services as a roofer.
You can target audiences by geographic location, age, and specific keywords and even ensure that your ad appears at a certain time of day.
When you come to the “Location” option of the setup process, you can enter a specific city name so that your ad shows up only for people in that city.
If you click the “Advanced Search” option, you can better target your ads based on postal code or region. You can also select a radius in miles for how far you want your ad displayed from your actual location.
Reporting
Google Ads reports include statistics on your ads’ performance. This can provide you with invaluable market insight, such as who clicks on your ads and takes action.
Most importantly, it provides the insights needed to continually improve your ads from targeting to creative and landing pages.
Search and Display Networks
You will also have the option to choose whether your ads will be shown on a Display Network or a Search Network.
The Search Network is a favorable option for new roofing companies because it ensures that your ad shows up on relevant searches on the actual Google page.
Display Network ads appear outside the actual Google search site on websites partnered with Google ads.
Keyword Selection
Selecting keywords is a critical aspect of the process. These search phrases will trigger the display of your ads, so you have to choose wisely. Think about your popular services and how people might search for them.
Meanwhile, avoid keywords that lack relevance to your services or project a low conversion rate. Google Ads expenses add up quickly, so invest only in clicks worth paying for.
Choosing Target Keyword Terms
Google Ads gives you multiple keyword selection options such as broad match, broad match modifier, phrase match, and exact match.
Broad match
Allows your ad to display on searches that are remotely related to your actual keyword. This allows you to reach more people, but the downside is that the ad might reach people who really aren’t interested in roofing services.
Broad Match Modifier
Works by placing a “+” before the keyword. Your ad will appear if a search contains the phrase after the plus sign.
Phrase Match
Your ad will show up only on searches that contain your phrase in the exact order in which you typed it.
For instance, if one of your phrase match phrases is “shingle repair Des Moines,” your ad will not appear for people who search “Des Moines shingle repair service.”
Exact Match
Your ad will only appear when someone does a search that contains your exact keywords as they are listed.
It is probably the best idea for local roofers to choose the broad match modifier for most keywords.
Landing Page Optimization for Google Ads
Landing pages make or break your entire Google Ads campaign. Failure to properly optimize a landing undermines your entire investment and virtually guarantees a negative ROI.
Conversely, a well-designed landing page can reduce your acquisition cost and outperform the average ROI for competing advertisements.
Here are some essential tips for crafting an effective landing page:
Page Relevance
Make the landing page correspond with the ad as much as possible.
For example, if your ad promotes your shingle replacement service, the landing page should not be about new roof installation but about shingle replacement.
Page Copy
Make sure the content on your landing page is well-written. About 350-400 words should do. The visual components of your landing page will make a difference.
The text itself is not as important as its presentation. Make sure to inject your copy into well-designed blocks that are easily read on mobile devices.
Calls to Action
Your landing page has to have an attention-grabbing heading and a call to action. Most visitors will read yourcall to action if they read your heading, so make sure it inspires the visitor to make a move.
As we noted with the ad copy, inserting your CTAs into appealing visual elements is crucial for conversions.
Next Steps with Google Ads for Roofing Companies
I’ve been running Roofing Webmasters for 13 years and have worked with over a thousand roofers on digital marketing campaigns, including Google Ads.
I have the data to prove that organic SEO outperforms PPC in terms of conversion rates, ROI, and total sales.
That said, Google Ads is a solid supplementation strategy for startup roofing companies in the early stages of SEO.
I’ve also witnessed established roofing companies use Google Ads selectively, in short spurts, to boost yearly revenue.
Based on this experience, I recommend roofing companies invest in a comprehensive digital marketing campaign that includes both SEO and Google Ads in 2024.
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 13 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.
Table of Contents
Local SEO Ranking Factors for 2024
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%.
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,” which means that 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 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.
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
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.
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 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 that is 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.
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 thirteen years, and our data helps illustrate techniques and strategies that drive results for local roofing companies in 2024.
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 in 2024.
The best roofing blog topics come from your personal experience and expertise as a roofing professional.
For example, you may have unique insights into how your local climate impacts roof material degradation.
Perhaps you’ve tracked internal data on the lifespan of roofing systems in a particular zip code.
These organic topics based on first-hand experience form the foundation of ideal blog posts.
The goal is to inform your audience with unique and original information.
As a long-time SEO agency owner, I strongly advise against the mass production of blog posts on your roofing website. Google’s March 2024 core update warns against content created for search engines.
Here are 300 blog post ideas for roofing companies.
After you download the complete list of 300 blog topics above, it’s time to publish your first post. Remember that you can alter the titles of these posts, add local context, and sprinkle in some of your personal insights.
Below are the top 10 roofing blog topics to get your website started on the right note:
1) I Tested 5 “Mircale” DIY Roof Sealants: Here’s What Happened
A recent study from Zyppy found that websites with articles that used “I” performed better after recent algorithm updates.
Roofers who speak in the first person provide first-hand value to readers.
An article outlining your testing of overhyped products is a great way to build goodwill with consumers.
2) Neighborhood Case Study: (Your Town’s) Most Popular Roof Systems
Location-specific blog posts attract the right types of backlinks for your website.
The key is creating local content that is unique and engaging.
A neighborhood case study will likely be the first blog post of its kind and will feature findings that only you and your staff can access.
3) My Lessons Learned from Decades of Ice Dam Removals
As we witness more Reddit threads appear in search results, it’s clear that users are looking for first-hand experiences.
What better way to demonstrate yours than with a retrospective of your 10+ years of ice dam removals?
Any blog post that contributes unique insights will outperform regurgitated articles.
4) The History of Roofing Styles in (Your State)
Realistically, a roofing blog topic has little chance of going viral.
However, your one chance is to write a historically accurate blog post based on research and experience.
The key is writing a post about your primary service area to attract links from local reporters.
5) Study: (Brand Name) Roof Coatings Extend Lifespan by 10 Years
Data-driven assets are another excellent option for blog posts. These articles also help attract links and reflect favorably on your company and website.
As a professional roofer, you likely can access data that non-professionals cannot.
Publishing this data (when appropriate) is one of the most effective ways to build your brand.
6) Confessions of a Storm Chaser: How it Almost Ruined My Roofing Career
Consider writing a blog post that reads almost like an autobiography.
While not all roofing contractors have the most exciting career trajectory, some, including former storm chasers, have some crazy stories.
Take Google’s advice by writing for users rather than search engines, and reap the rewards of building an authentic connection with your readers.
7) Ask a Roofer Anything: Answering My Most Common Questions
Reddit is famous for AMAs, which stands for Ask Me Anything.
People of influence typically host these threads (sometimes celebrities) that garner a lot of questions from other users.
As a blog post, you can apply this same concept to the roofing industry.
Answer your customer’s most common questions for publication.
8) Insurance Claim Success Rates in (Your City)
If you’ve heard the phrase “informational query,” it sounds more complicated than it is.
Publishing a post about the insurance claim success rates in your service area is a great way to attract clicks for those query types.
You likely have data about the success rates that you can share with your website visitors.
This is precisely the type of blog post that Google (and its users) want to see in 2024.
9) Analyzing Manufacturer Warranty Trends Over Time
Evaluating trends is another great angle to take for a roofing blog topic.
Like many other topics on this list, trend articles attract high-quality links.
Furthermore, they allow you to demonstrate expertise in your field, which helps establish your brand and local presence.
10) Tracking The Impact of Roof Materials on Indoor Sound Levels
While roofing may seem boring to the average Google user, its impact on their daily comfort is much more intriguing.
With this in mind, publishing a post about the impact of roofing on noise pollution is bound to get attention.
Remember to address the user and not write for search engines.
Talking directly to your readers helps establish a rapport that will bode well for your company’s long-term trajectory.
Blog posts that address a customer pain point relating to one of your primary services, like hail damage or roof repair, help build relevant topical authority for your high-conversion service pages.
Blog Topics Alternatives for Roofers
Websites collectively publish around 7.5 million blog posts daily. Yet, nearly 91% of all content gets zero traffic from Google. The reality is that most of your blog posts are worthless and don’t help your website rank on Google, nor do they bring in new customers to your roofing business.
One great alternative to blogging is DataPins. The DataPins tool allows roofers to snap photos of each job, write a short caption, and auto-publish the pin to their corresponding website page.
In addition, the pins are wrapped in schema markup and geo-coordinates to validate the job’s location. This combination of relevant data easily overpowers blog posts.
Why DataPins Outperforms Blog Posts
When users seek roofing services online, they don’t care to read a 1,200-word blog post written by the English major your marketing company hired to regurgitate someone else’s article.
Nobody cares, and they never will. What consumers actually want is E-E-A-T, expertise, authority, and trust. Blog posts don’t provide E-E-A-T, but pins do. More importantly, pins keep your pages fresh and updated with legitimate proof of your work rather than garbage blog posts.
DataPins creates pins that include natural long-tail keywords from your captions and the overall context of the job. For example, a recent Ahrefs study proves that nearly 50% of all Google clicks are hidden queries, meaning Google did not register the particular click with a corresponding query.
Most hidden terms come from long-tail keywords and those that don’t register a baseline search volume. Still, these queries are critical, as evidenced by their share of queries for all Google searches.
DataPins helps you rank for these hidden terms, which generate higher click-through rates, conversions, and more overall clicks compared to sites that only target measurable queries.
Feel free to utilize our download on blog topics for roofers to craft posts for your company website.
However, remember that the best roofing blog ideas come from DataPins, which auto-generates E-E-A-T content for your website, captures rankings for hidden terms, and drives new business to your roofing company.
Link building for roofers is the process of acquiring backlinks for your roofing company website from 3rd party websites.
Link building is as old as search engine optimization, but advancements in Google’s algorithm make building links more challenging.
The goal is to acquire white-hat backlinks from relevant 3rd party websites, which helps your own website rank on Google Search.
The Impact of Link Building on Roofers
Roofers looking to rank higher on Google Search or Google Maps can benefit from link building.
Google’s search algorithm considers backlinks when ranking a website or web page.
For example, a roof repair page with 15 high-quality backlinks will almost certainly outrank a similar page with only one backlink.
Of course, not all links hold equal value. Google ignores certain links and penalizes others.
With this in mind, building quality backlinks is the only goal.
Higher Google Search Rankings
Ranking on organic search results remains a nuanced skill.
Of course, several factors determine where a page ranks on search.
Content, for starters, is an essential ranking factor.
Your roofing service pages must display well-written and grammatically sound content.
The page must also satisfy the user’s need and their search intent.
That said, link building often separates two well-written pages on the rankings.
If you can acquire relevant backlinks, you can outrank a competitor with similar content.
Higher Google Maps Rankings
Most roofers covet the local map 3-pack on search results.
This pack of results shows up higher than any other organic search result and attracts a high percentage of clicks.
Link building can help your listing appear within the map pack.
Google Business Profile considers the link quality of the linked URL.
For example, when you add your company website to your GMB listing, Google will consider the strength of those backlinks when ranking your business listing.
Additionally, backlinks from local directories can help your listing rank higher.
The backlink profile of the “website” connected to your listing impacts rankings.
Referral Traffic
A lesser-known impact of link building is referral traffic.
When high-traffic websites link out to your pages, people will click through and end up on your website.
Since the goal is to build relevant links, the user from the 3rd party website probably has an interest in roofing services.
As you acquire more relevant traffic, you can increase lead generation and watch your website grow on Google Analytics.
Increasing traffic can even help you rank higher on both Google Search and Google Maps.
High-quality backlinks often prompt referral traffic because they entice the reader to click through the link.
Types of Roofing Links
The worldwide web is a large place.
With over 1 billion websites on the internet, Google must distinguish between quality and spam.
Furthermore, the search engine must ascribe value to certain types of links.
For example, manually creating a business listing on Yelp should not count the same as a local roofing supplier linking to your website because of your good reputation.
In the first example, you control the link. In the second example, the 3rd party holds editorial control of the link.
Let’s take a look at the types of roofing links:
NoFollow Roofing Links
NoFollow links are manually built on websites that give you total control of the link process.
Examples of NoFollow links come from business directories like Yelp and Angie’s List or any other platform that allows you to submit your URL and your business information.
As a result of the process, Google only considers NoFollow links as a hint of your website’s authority.
Despite the lesser value, local citation links remain a valuable resource for roofers.
Despite not holding 100% link equity, nofollow links help search engines identify your business and its contact information, building authority.
DoFollow Roofing Links
DoFollow Roofing links hold 100% link equity for search engines.
They are links built by 3rd parties who hold editorial control of the link’s placement.
Examples of these links include roofing blogs, local newspapers, and local contractor or business websites (typically in a similar but slightly different industry).
Google sees DoFollow backlinks as a vote of confidence from the linking website to the linked page.
With this in mind, DoFollow links from spam websites can actually do more harm than good.
Luckily, Google’s algorithm has grown to ignore most spam links in 2024.
How To Build Roofing Links
Link building is a process that requires strategy, authority, and some good fortune.
The link-building process is much different in 2024 than it was at Google’s inception.
When Google first launched, building links was easy, and search engines rewarded spam.
Any roofer could create blog comment links with their exact keyword linked to the preferred page and watch as it ranked instantly.
Google’s algorithm updates put link spam to rest and for a good reason.
Building links now requires true effort.
Create Linkable Assets
The best way to acquire links is by creating linkable assets in the form of high-quality roofing content.
Whether it’s a detailed blog post about monitoring your roof for ice dams or an e-book about selecting a licensed roofing company, the content naturally attracts the links.
Bloggers constantly look for quality content to cite within their posts and link them to credit.
Additionally, linkable assets allow you to perform email outreach to blog writers and journalists who may be looking for good content.
Email Outreach
Speaking of email outreach, it remains one of the better ways to build links.
Be careful, however, and never exchange money for links.
The idea is to identify relevant roofing websites that may want to link to your content.
These can be roof bloggers, roofing suppliers, or even real estate agents who need to refer a roofing company for their clients.
Look for broken links on relevant web pages and email the webmaster offering your content as a suitable replacement link.
You can also suggest a good spot for your link as long as it truly adds value to the reader’s experience.
Submit NAP Citations
We mentioned NoFollow links previously, and building them is much easier.
Check out the roofing directory list and start submitting your contact information (along with your website URL) to each platform.
These links help solidify your company as legitimate and can also help you get some referral traffic or lead generation.
Steer clear of shady-looking directories since they might do more harm than good.
In contrast, ensure your listing appears on major platforms like Yelp, HomeAdvisor, and Angi.
Listings management services can quickly submit your citations to hundreds of directories.
Backlink Monitoring for Roofing Websites
Some roofing links can do more harm than good, bringing us to backlink monitoring.
You can use tools like Google Search Console, Moz, SEMrush, and Ahrefs to monitor toxic backlinks.
Moz even shows a spam score indicating the toxicity of your backlink profile.
Domains with thousands of spam links can lose value and have trouble ranking on search engines.
Black-hat tactics from previous SEO companies may have put your roofing website in a horrible position.
Google allows website owners to submit disavow files that contain a list of toxic links they wish no longer to be affiliated with their website.
Here’s what you should be looking for while monitoring:
Anchor Text
One of the most obvious signs of link spam is dozens of instances of the same exact match anchor text.
For example, if you own a roofing company in Seattle, WA, and your backlink profile shows 200 links with the anchor text roof repair seattle, you know you have a problem.
Having too many instances of the same anchor text appears unnatural to search engines and indicates that you’ve attempted to game their algorithm.
Such tactics can result in a manual action on your Google Search Console.
Luckily, Google tries to ignore spam links before penalizing them.
So, if someone maliciously builds those links as a negative SEO attack, Google won’t blame you for it.
Spam Score
We mentioned Moz’s spam score, which gives a general sense of a domain’s link profile.
Google does not acknowledge Moz’s spam score since they likely have their own internal metric to judge domains.
Nevertheless, Moz’s score gives you a general idea of whether your domain or a linking domain has a spam problem.
If you have links from a website with a high spam score, it will probably not help.
Depending on how shady the website and link appear, you may want to request its removal or add it to your disavow file.
Irrelevance
If you notice backlinks from irrelevant websites, it’s best to request removal.
For example, an entertainment news website should not link to your website unless the article very specifically focuses on roofing.
Another example of an irrelevant domain would be something in the medical field.
A plastic surgeon linking to your roof repair page creates a major red flag for the spam filters and will not help your pages increase ranking or authority.
What Makes a Good Roofing Backlink?
Now that you know the red flags to monitor, you may wonder; what makes a good backlink for roofers?
The qualities of a good backlink are very straightforward.
Once you identify the pillars of good links, you can begin to look for opportunities for your roofing website.
Similarly, you can breathe a sigh of relief every time a strong website links to one of your roofing pages or blog posts.
It is these types of links that ultimately boost your rankings on Google Search.
Domain Authority
Domain Authority (DA) is another Moz metric, and while Google does not acknowledge it, it remains a good indicator of a quality website.
Domain Authority between 20-30 is good for a roofing website. Popular roofing blogs may have DAs between 50-70, while a local newspaper may have a DA in the 90s.
Keep in mind, however, that a low Doman Authority does not automatically equate to spam.
A relevant link from a roofing website with a 5 DA can still build authority.
And as a white-hat link, the worst-case scenario is that Google ignores it.
Relevance
Relevance is critical for link building, and we cannot stress it enough.
A strong backlink appears within the body of the text and in the context of the rest of the page.
For example, a blogger writing about the best roof repair companies in Dallas can link to your website in a very relevant way.
The link helps the reader verify your existence and, therefore, serves as a highly valuable link.
The relevance factor makes building linkable assets that much more critical.
The more good content you produce, the more chances you have for relevant links.
Traffic
Web pages that generate frequent traffic provide the best backlink opportunities for roofers.
Not only does traffic create more referral opportunities, but it also indicates the page’s value to Google.
A website that places your link on one of its most popular pages must truly think your link adds value to its readers and helps them inform and educate.
Google notes such information and ascribes increased value to a link of such variety.
Anytime you can get a backlink from a popular web page, you are helping your SEO profile.
For example, a link placed within the body content of a blog post holds more value than a link placed in the author’s profile.
Why? Because a link within the body is known as an editorial link.
It indicates to Google that the writer voluntarily added the link to its blog post to help inform the reader.
In contrast, a link in the author’s profile indicates something like a guest post, making the link less valuable because the author may have added the link for self-serving reasons.
Link Building Services for Roofing Companies
Roofing Webmasters offers link-building services for roofers throughout the United States. Ensure your provider only conducts white-hat link outreach when looking for link-building services.
Any money exchange violates Google’s Quality Guidelines and can result in a manual or algorithmic penalty to your website.
Additionally, even so-called white-hat links can hurt your website if the provider over-optimizes your anchor text.
For example, 100 links saying roofer in maryland all pointing to your homepage is a clear attempt to spam the algorithm.
Your best link-building option remains to create linkable assets through content marketing.
Roofing Webmasters offers content marketing services aimed to help you acquire natural and organic backlinks.
Our content team works around the clock to craft the best possible content for your website.
Your pages begin to naturally earn links, particularly with the use of DataPins check-ins.
We look forward to discussing the specifics of your options when you sign up with Roofing Webmasters.
Choosing a roofing company slogan can take time and effort. However, the best roofing slogans often manifest organically based on your company’s mission statement, priorities, and beliefs.
While the best sayings often emerge naturally, contractors cannot downplay the importance of a high-quality slogan.
At Roofing Webmasters, SEO services are our passion. We talk about digital marketing as much as we can.
But beyond SEO, we like helping roofing contractors make their businesses stand out. And an integral part of any marketing strategy that distinguishes you from other roofers is a good slogan.
But coming up with a memorable slogan and conveying the message you want to send is easier said than done. You know what we mean for anyone who has ever sat down and tried to brainstorm slogan ideas.
The following post covers a topic that we usually don’t get to go in-depth with and allows us to flex our creative muscles.
Check out some of the best ideas for roofing company slogans:
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”
“Putting a Strong Roof Over Your Head”
A lot of roofers like to 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.
The mantra is an excellent slogan for a couple of reasons.
One, it conveys the message of strength and reliable protection that people want.
Two, it doesn’t pigeonhole you into exclusively residential or commercial work.
“Putting a Strong Roof Over Your Head” could refer to a home or a business.
“There When You Need Us”
One of the homeowner’s greatest fears is a compromised roof. And for business owners, a collapsed or leaking roof could mean that they have to shut their doors.
“There when you need us” is a great roofing company slogan for any contractor that offers emergency roof repair service.
But it’s a more versatile slogan than that. Yes, there is an apparent reference to emergency roof repair, but it also speaks of your commitment to helping people in their time of need.
The saying in question would be a fitting slogan for any roofing contractor emphasizing 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 side, there are home and business owners out there who have been burned by those unscrupulous roofers.
“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 your customers.
This slogan immediately speaks of quality and an understanding of what your customers seek.
“Giving You The Roof You Need”
We think this slogan would be great for any roofing contractors who do complex or specialized work.
Many properties have specific needs regarding the roof, 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 speaking to their perceptions, making it useful for many purposes.
Perhaps someone is looking for an aesthetically pleasing roof or a customized roofing solution. On the flip side, maybe the roof a homeowner needs is not as specialized as it is vital.
It’s another versatile slogan that can mean many things to different customers.
“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 in the roofing industry and values customer satisfaction.
“Roofing Made Easy”
Many people dread dealing with roofing maintenance, repairs, and inspections. The process is often lengthy and complicated – especially if 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 like it, would be a good slogan to use if you offer roofing insurance claims to help or make an effort to make the process as simple as possible for your customers.
How Roofing Slogans Help Generate Leads
These roofing slogans are yours to utilize as you see fit. But in general, we wanted to use these to help spark some of your ideas.
You can also use these slogans as a jumping-off point to help you give voice to your unique message.
Roofing companies with catchy slogans will generate high-quality leads. Remember, it pays to stand out in the roofing business.
And if you need help with more than just slogans for your roofing business, we can be of service. Let us increase your business through strategic digital marketing.
As a full-service digital marketing agency, we provide SEO, Web Design, Reputation Management, and PPC. Contact us today to learn more,
Commercial roofing marketing is rarely discussed in the proper context. Most marketing strategies for roofers focus on hybrid companies or those specializing in residential roofing jobs.
However, commercial roofing requires a unique and targeted marketing strategy to yield optimal results in 2024.
The commercial roofing industry is very competitive.
Because commercial jobs often yield big-ticket revenue that can set your company up for a successful year, the fight for commercial roofing leads is fierce.
Depending on your location, multiple companies may vie for these big-ticket jobs.
So, how do you become the proverbial “big fish” in a vast ocean?
Getting Started With Commercial Roofing Marketing
What separates successful commercial roofing businesses from unsuccessful ones is typically marketing.
Marketing, particularly SEO for roofers, is what will help your business stand out amid hundreds of competitors.
Without a proper digital marketing strategy in place, you will be fighting an uphill battle in this increasingly internet-oriented world.
To that end, the statistics are astounding.
A study presented by Statista found that a third of all internet consumers use a search engine to find local businesses every day.
The next highest group was 16%, who reported using the internet to find local companies multiple times a week.
People are asking to find your business. But is yours visible?
The fact is that you need a specific online presence if you want your business to survive.
Digital marketing is, therefore, crucial to the success of your business.
Tips to Market Your Commercial Roofing Company
In the following post, Roofing Webmasters reviews some of the most effective digital marketing strategies for commercial roofers.
Implement these strategies to generate more leads, convert customers, and dominate your local market.
Let’s take a look at an updated guide for commercial roofing marketing strategies:
Table of Contents
Increase Visibility
We start with an elementary yet chiefly important aspect of any digital marketing strategy.
You can’t hope to gain more customers if they can’t see you online.
And increasing your visibility can be as simple as setting up a profile on sites like Angie’s List and Yelp.
You will also want to invest some more time to create business listings on Google Business Profile, which 64% of online consumers report using to help them find local businesses.
It’s straightforward: the more places you have profiles on, the more chances people will have to notice your company.
Google Business Profile should be your first effort to increase your online visibility.
But remember that even people who think they have an excellent online presence can probably still improve it.
Many commercial roofers fail to think about smaller but still relevant sites like HomeAdvisor and the Better Business Bureau, which boasted 250 million local business searches last year.
Your Google Business Profile is the most important digital listing for local visibility.
Showcase Reviews & Reputation
Ask yourself this question: how many people do you know who never read online reviews?
The list you come up with will probably be pretty small.
In an age where a whopping 91% of consumers report reading online reviews on at least an occasional business, you can’t afford to have reviews posted on your website and various business profiles.
People must leave reviews for potential customers to gain the information and confidence they need to hire you as their commercial roofer.
So you have to make it easy for them.
Again, starting with your Google Business Profile would be best.
Obtain a short link to the page where your customers can leave reviews and share it on all your major platforms.
Reviews are gold in marketing, and your strategy needs to emphasize them.
Of course, you will want mostly positive reviews, but you should avoid perfect 5-star ratings.
Studies have shown that people aresuspicious of companies with perfect ratings.
You want to hover around 4.2 and 4.8 stars in general.
Post the “review us” link on your website and various business profiles and include it in emails.
Reputation management software like DataPins can streamline the process.
Don’t be afraid to ask your customers for reviews directly, either.
Most people will write a review for you if you ask them.
A tool like DataPins allows commercial roofers to display verified Google reviews within their website’s footer.
Interact With Customers
This next commercial roofing marketing strategy sort of picks up the baton from our last point. It’s not enough to get reviews; you also have to reply to reviews.
It is especially important to respond to negative reviews.
Responding to negative reviews shows consumers that you care about their satisfaction and are willing to correct mistakes.
If you only have time to react to specific reviews, make sure you select negative reviews.
Ask your followers questions, spark discussions, create questionnaires – anything that allows you to interact with them and show that you care about their opinions.
Studies have shown that people are more willing to spend more money on companies that they perceive to put a premium on customer experience.
Interacting with your customers shouldn’t stop at reviews.
There are plenty of ways to reach out to current and potential customers through Facebook, Instagram, and Twitter.
Instagram is the best social media platform to attract customer engagement through visual posts.
Content Marketing & Production
Content marketing is an extremely efficient strategy.
It generates three times as many leads as traditional outbound marketing strategies, costing less than half on average.
And content marketing can be especially helpful for commercial roofing businesses. That’s because there is a wealth of content opportunities in this space.
A blog where you write posts like “The Best Ways to Maintain your Commercial Roof” or “When do you need a New Roof?” would probably be the easiest route to take with content marketing.
But how-to videos are also effective forms of content marketing.
Remember that content marketing aims to draw people to your website or business profile page.
Secondly, you should emphasize providing some value to your customers.
Content marketing can be DIY, or you can hire a professional marketing team to help you flesh out your strategy.
Either way, it is a crucial investment that can yield healthy returns.
Content creation can attract links from 3rd party websites that help strengthen your website’s SEO.
Keyword Research
Keyword research is a must for any digital marketing strategy.
You must know what keywords people use to search for your services and implement them strategically.
Google Ads is a valuable tool that can help you do basic keyword research for your business and services.
However, working with a team that can provide in-depth competitor analysis on keywords is also a good idea.
And knowing the keywords is only half the battle. Using them strategically in your content and in any ads you run is equally, if not more, important.
Another general rule of thumb is that longtail keywords with the name of the city you service are valued highly by search engines.
Your primary keywords should include the town’s name and the state where you operate.
Geo-targeting will help with local SEO and make it easier for your target market to find you.
Commercial roofing keywords are typically less difficult to rank for than residential terms.
Social Media Marketing
Social media marketing is a powerful tool for roofing companies.
It covers all the most critical aspects of marketing: reputation management, customer interaction, advertising, and visibility.
You should be posting on your Facebook and Instagram profiles regularly.
But posting just any type of content won’t do the trick.
Your social media marketing has to be focused and purposeful.
Take a look at some tips for effective social media posting:
Have a Purpose – Each post you compose should have a goal. Maybe you are rolling out a new commercial roofing service and want to let your customers and potential leads know about it. Or perhaps you are offering your services in a new city. Whatever the situation, be sure to stay on target with all your social media posts.
Utilize Facebook Live – Facebook Live provides a lot of businesses with an exciting and effective way to engage with their target market. But as a roofer, it can be challenging to figure out how to utilize this tool in a relevant manner. Consider conducting a Facebook Live feed at the beginning and the very end of a project. Think of it as a before-and-after feed that will keep your community enticed to see how the project turns out. After all, people love good before and after content.
Avoid Excessive Promotion – Facebook has cracked down on posts bundled with ads. As much as you want to promote your business, be sure your posts provide value to the reader first and foremost.
Deliver Brand Consistency – Make sure your social profiles are consistent regarding their contact information and commercial roofing logo so that customers feel comfortable interacting with your company.
Work with Commercial Roofing Marketing Professionals
Here at Roofing Webmasters, we focus on businesses in the roofing industry.
Our specialized experience and the broad array of marketing services make us the right choice whether your company is just starting or already well-established.
We know how to help commercial roofing companies succeed through effective marketing strategies like those we mentioned in this post and many more.
We even help residential roofers expand into commercial roofing to multiply their customer acquisition. Reach the next level of success with our digital marketing services.
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.
Table of Contents
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.
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