Author Archives: Roofing SEO Webmasters

  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

Branding for Roofers: The Ultimate Guide to Brand Identity

Branding for Roofers

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.

Screenshot of Local Roofing GMB With Brand

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:


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.


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 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 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.


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.


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.


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.


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.

Posted: | Updated: Mar 8, 2024 | Categories: General
  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

Google Ads (Adwords) for Roofers (Premium 2024 Guide)

Google Ads for Roofers (Guide Cover)

My Experience With Google Ads for Roofers

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.

Roof Restoration Google Ads (Screenshot)

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.

Google PPC Ads for Roofing Companies

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.

Adwords Listings

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:


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.


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 your call 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.

Posted: | Updated: Mar 6, 2024 | Categories: PPC
  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

Local SEO for Roofing Companies: The (Essential) 2024 Guide

Local SEO for Roofers

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

Nolen Walker

Key Takeaway

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

Local SEO Ranking Factors for 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.


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

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

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

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

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

Local Keyword Research for Roofing Contractors

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

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

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

A study found that nearly half of all Google clicks come from “hidden terms,” 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.

Long Tail Keyword Volume (Ahrefs Screenshot)

Digging Deeper to “Hidden Terms”

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

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

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

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

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

Hidden Keyword Volume (Ahrefs Screenshot)

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

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

Nearly half of ALL CLICKS come from terms like these.

For local roofers, the percentage is even higher.

Hidden Term Ranking (Screenshot)

Voice Search Keywords

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

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

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

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

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

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

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

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

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

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

Voice Search for Roofers Graphic

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. 

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.

Directory Link (HomeAdvisor Screenshot)

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.

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

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

About Us Page

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

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

Badges and Awards

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

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

Awards and Badges on Roofing Website

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.

Posted: | Updated: Mar 5, 2024 | Categories: Local SEO
  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

300 Roofing Blog Topics + Ideas (w/Free Download)

Roofing Blog Topics (Blog Cover)

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.

(Download The Full List of 300 Roofing Blog Topics)

The 10 Best Roofing Blog Topics

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.

Roofer Blog Post Screenshot

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.

  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

The (2024) Link Building Guide for Roofers (w/New Insights)

Roofing Company Link Building

What is Link Building for Roofers?

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.

Link Profile of Roofing Website

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.

Search Marketing Result Assessment Through Search Console

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.

Organic Lead Generation in Local Search

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.

September Search Marketing Results in Analytics

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.

NoFollow Roofing Link

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.

DoFollow Roofing Links

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.

Citation Sources for Roofing SEO

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.  


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.

Roofing Backlink Pyramid

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 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.


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.


Link placement matters for roofer SEO.

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.

  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

6 Incredible Roofing Company Slogans + Sayings for 2024

Roofing Company Slogans + Sayings

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:

Roofing Slogans Graphic With Text Showing Title

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,

Posted: | Updated: Jan 30, 2024 | Categories: General
  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

Commercial Roofing Marketing: The Essential Guide for 2024

Commercial Roofing Marketing (Blog Cover)

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:

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 more time creating a business listing 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.

Commercial Roofer Google Business Profile

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 are suspicious 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. 

Commercial Roofing Review on Website

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 must also reply to reviews.

Google has recently updated its Business Profile support page to include a section explaining the importance of reading and responding 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.

Make sure that you are creating new posts regularly.

Commercial Roofing Instagram Post Screenshot

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.

Content marketing can also be especially helpful for commercial roofing businesses. 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.

However, 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. 

Commercial Roofing Blog Post

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 Roof Repair Dallas Keyword Research

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. However, 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. 

  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

How Schema Check-ins Radically Boost Local SEO

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

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

Roofing Website Check-ins (Screenshot)

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.

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.

Schema Check-in (Screenshot)

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.

Posted: | Updated: Mar 5, 2024 | Categories: Local SEO
  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

Roofing Reviews Survey (2020 Independent Marketing Study)

Reviews and Consumer Research

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

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

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

A Screenshot of a 5 Star Consumer Roofing Review

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

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

Key Findings From Our Online Consumer Study

Key Findings From Our Consumer Surveys on Reviews

Our Survey Process

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

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

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

Our Consumer Surveys

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

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

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

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

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

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

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

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

Important Lessons For Roofing Companies

Lesson #1: Gather Reviews From Multiple Sources.

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

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

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

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

Raw Counts of Survey Results Checking Multiple Review Sources

Consumers Checking Multiple Reviews Sources Won By a Slim Majority.

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

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

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

Number of Review Sources Checked by Age

Review Checking Habits Shift With Each Subsequent Generation.

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

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

Male and Female Review Checking Habits

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

Primary Review Sources Split By Ages

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

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

Lesson #2: Less Than Perfect is Still Great.

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

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

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

Willingness to Try an Imperfectly Rated Roofing Contractor

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

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

Let’s see how age factors into our findings!

Willingness to Accept Imperfect Ratings Split by Age Bracket

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

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

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

Most Comfortable Ratings Split By Gender

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

Ratings Comfort Split Up By Age Brackets

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

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

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

A Review Placed in the Better Business Bureau

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

Taking Advantage of Online Reviews

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

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

Top Lessons on Client Online Reviews

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

SEO Lessons For Roofers

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

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

A Yelp Profile For a Roofer in Houston

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

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

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

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

Closing Thoughts

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

  • best seo agencies in fort worth
  • contractors of america best digital agency
  • roofers coffee partner
  • national roofing contractors association nrca partner
  • roofers guild accredited agency
  • roofers paradise best of award

9 Qualities of The Perfect Roofing Landing Page (2024 Update)

Roofing Landing Page (Blog Cover)

Creating the perfect roofing landing page requires experience, testing, and savviness developed over years of digital marketing campaigns.

At Roofing Webmasters, we’ve crafted tens of thousands of landing pages for roofers over the past decade. Throughout our history, we’ve collected valuable data regarding landing page performance.

The following post will outline the best qualities of a landing page.

So much of our time in digital marketing is spent trying to sway people in the direction we desire.

Take this Landing Page calls to action, for example:

  • Call Now!
  • Subscribe to Our Email!
  • Get Your Free e-Book! 
  • Schedule a Free Inspection!

Considering the inescapable volume of advertising and other marketing noise we hear daily, it’s no wonder that most of these calls to action fall on deaf (or overtaxed) ears.

That’s why a well-crafted roofing landing page is so important for cutting through the noise and communicating with would-be clients.

Today, we’ll dig into constructing a winning landing page design (or reoptimizing an existing layout). 

Let’s dive in!

Elements of a Landing Page

Key Takeaway

Landing Pages are Designed to Target a Specific Audience Coming From Specific Marketing Channels.

What is a Roofing Landing Page?

Landing pages are specialized and (often) temporary pages designed for the consumer’s place in the sales funnel. With capable planning, they often enjoy higher conversion rates than traditional website copy. 

Of course, their lead-generating power makes them a heavily used tool for advertisers and digital marketing companies.

Best Roofing Landing Page Qualities in 2024

Sometimes, a business needs a consumer to see a specific message, service, or offer without the distraction of other website materials.

Many companies achieve this by creating links, ads, and other hyperlinked objects that transport the potential customer to a simple page with a focused message.

That page typically has a header, imagery (or video), short text, a compelling offer, and a call to action.

So, what qualities make a perfect roofing landing page?

Quality #1: It Has a Clear Purpose

It’s easy to jump straight to goal-setting, click-thru rates, and higher subscription lists. Try to begin your roofing landing page with a one or two-sentence goal.

Think about what you are trying to get out of this project. Don’t even worry about key performance indicators at the very beginning.

Here are some examples of a landing page vision (or mission):

  • “I want to earn more metal roofing sales.”
  • “I want to convince more people to come to our business for maintenance work.”
  • “I want to generate exposure for a new service I’m offering.”
  • “I want people to see our wide list of roofing material options.”
  • “I want potential customers to think about our brand more often.”

Decide what you want from your landing page ahead of time. Obviously, it should coincide with your company’s long-term goals. It should also link naturally to whatever channel your potential clients are coming from, which leads to our next point.

Google Ads That Could Be Sources for a Roofing Landing Page

Google Ads are a Particularly Common Origin Point for Landing Page Traffic.

Quality #2: It Fits the Source & Audience

Where is your landing page traffic originating from?

This extends a little beyond the design of the actual roofing landing page, but consider where people are coming from when they land on this special page.

Is your target audience scrolling through their Facebook or Instagram feed when they haphazardly click on an ad? Are they coming from a Google Ad after searching a related term?

As you design your landing page, consider its traffic source(s) and how rushed, interested, and/or familiar the associated audience is with your business.

You may need to shorten the content, include flashier imagery, and require less information for people coming from a more casual social media source.

Then again, you might take a little more time to discuss an offer if you’re confident your audience is already interested.

Quality #3: It Uses a Compelling Header

What’s the first thing you notice when you enter a website? The logo might be, but the header likely caught your attention first.

When it comes to landing pages, your header must instantly convey what the page is all about. The best headers focus on the potential client’s benefit, establishing their stake in the future offer.

A Potential Roofing Landing Page Template

Notice How This Template Immediately Draws the Eyes to the Header.

Image Source: Affapress

A compelling header not only communicates the main purpose of the page, it draws the eyes to the starting point of your offer.

From there, your roofing landing page can begin conveying whatever offer and benefits you wish to present to the audience.

Notice how naturally your eyes fall to the lorem ipsum text and the two calls to action.

However, a weak or overly cheesy header can put a bad taste in their mouth, so don’t focus too hard on being clever. 

Quality #4: It Stays Focused in the Copy

Landing pages are meant to be short, concise, and to the point. Many businesses make the mistake of overly selling their brand or their services.

While you need to convey exactly what’s included in the offer, effective copy also continues the focus on user benefits. It also emphasizes the pain points of your target audience, your role in addressing them, and how they can respond.

Your copy is also the perfect place to connect with each reader personally. As Hubspot’s Christina Perricone puts it, “Compelling copy also speaks directly to the visitor by using ‘you’ and ‘your’ to make them feel engaged.”

As you or your marketing team writes your roofing landing page, take a moment to empathize with the reader and acknowledge their feelings in the situation.

Finally, wrap all those pain points and desire for relief into a final solution statement that leads to your call to action. Speaking of calls to action…

Quality #5: Its CTA Offer Matches the Effort Required

Have you ever started to fill out a survey (for your local grocer, restaurant, etc.), then quit after realizing it would take 15 minutes?

Carry that same mentality into your design process as you craft the perfect roofing landing page! Whether you decide to ask for a full email form or a simple call, make sure you have a tempting offer waiting on the other end. 

Remember this rule of thumb: if the reward is greater than or equal to the effort, then adoption rises.

This Roofing Landing Page Uses Two Calls to Action

The Free Estimate Offer Involves Very Little Participant Effort, Increasing The Likelihood of Completion.

Notice in the above example how this free project estimate is available without even calling the contractor.

An interested homeowner or business can ask for an estimate, and the roofer will get back to them. In return, the contractor receives both the potential client’s number and email.

That’s a win-win scenario for both parties involved!

Quality #6: It Uses an Authoritative Call to Action

You don’t see many landing pages taking a passive stance on your involvement. “Hey, if you feel like it, you can click this button and maybe call our team. You know, if you feel like it.” There’s a good reason for this:

People actually like being told what to do.

It’s true. While many people are naturally wired to resist authority, everyone desires a measure of direction.

Online readers appreciate instructions just as we appreciate highway lane divisions and drive-thru arrows.

Remember, many of the people on your roofing landing page want to be there! Simple directions help them find the relief they need.

Great Inspiration for Crafting Your Roofing Landing Page

What a Powerful CTA from Khan Academy! Address Pain Points and Use a Commanding Voice.

In the example above, we see just how convincing a call to action can be when the pain points have been carefully touched on in the preceding copy.

Khan Academy sure knows how to write a landing page! Use the same level of conviction as you link your copy and call to action together.

Your roofing services solve some of the most frustrating situations that homeowners will ever encounter, so don’t be afraid to take authority.

Quality #7: It Incorporates Vivid Images

What your roofing landing page readers feel is just as important as what they learn. While stirring copy certainly paves the way towards your reading clicking through, you’d be amazed at how much faster images communicate the subject!

Since your landing page readers don’t have time to read 1000 words (as the adage goes), an image is worth even more. 

Shingle Installation Image for a Roofing Landing Page

Find Applicable Stimulating Images That Either Touch on Pain Points or the Solution!

Images provide useful tools for creating space around your text blocks and then focusing attention on the call to action.

If you’re torn between two or more high-quality photos, feel free to test them all out and see what works best. The great thing about landing pages is that you can always update and reuse them for future projects!

Quality #8: It Eliminates Distractions

We’ve touched on this a couple of times already, but it’s a point worth dialing down on. Distraction is the enemy of conversion!

If your readers are too busy trying to read through a list of links instead of reading through your offer, the entire purpose of your roofing landing page has been defeated.

Homepages rarely make for fitting landing pages!

A Homepage That Shouldn't Be a Roofing Landing Page

This Great Homepage Might Be Too Distracting to Be a Roofing Landing Page.

In the above example, we see many different elements vying for attention. While this is certainly a well-designed homepage, it might be too distracting to function as a high-conversion landing page.

Ideally, there should only be one (or at max two) calls to action that is clearly indicated by the surrounding page elements. 

The picture below shows a wonderful (albeit minimalist) example of a great landing page.

Great Inspiration for a Roofing Landing Page

Notice How the Faded Image Supports But Doesn’t Distract From the Call to Action Button.

Image Source: Moz

Quality #9: It Changes as Needed

It’s relatively simple to design the perfect roofing landing page. However, goals, audiences, and markets change over time. What works (or doesn’t work) one day can change month to month!

The ideal landing page can be easily adapted to target new audiences and support new marketing channels. So, don’t feel overly committed to one particular call to action or image.

Roofing Landing Page Design Services

According to reports, Google Ads alone earned over 116 billion dollars in revenue. Clearly, businesses have faith in the power of advertising.

However, only 33 percent of consumers trust that brands can provide the exceptional customer experience they crave (Exploding Topics).

If your company can learn better to serve potential clients with tailored ads and simplified shopping, you’ll be one step closer to creating that exceptional experience consumers admire so much! 

Our team at Roofing Webmasters would love to help you develop deeper client relationships and earn sustained growth for your company.

Posted: | Updated: Feb 19, 2024 | Categories: PPC