Author Archives: Roofing SEO Webmasters

Roofing Reviews Survey (2020 Independent Marketing Study)

Reviews and Consumer Research

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

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

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

A Screenshot of a 5 Star Consumer Roofing Review

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

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

Key Findings From Our Online Consumer Study

Key Findings From Our Consumer Surveys on Reviews

Our Survey Process

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

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

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

Our Consumer Surveys

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

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

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

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

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

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

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

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

Important Lessons For Roofing Companies

Lesson #1: Gather Reviews From Multiple Sources.

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

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

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

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

Raw Counts of Survey Results Checking Multiple Review Sources

Consumers Checking Multiple Reviews Sources Won By a Slim Majority.

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

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

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

Review Checking Habits Shift With Each Subsequent Generation.

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

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

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

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

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

Lesson #2: Less Than Perfect is Still Great.

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

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

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

Willingness to Try an Imperfectly Rated Roofing Contractor

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

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

Let’s see how age factors into our findings!

Willingness to Accept Imperfect Ratings Split by Age Bracket

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

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

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

Most Comfortable Ratings Split By Gender

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

Ratings Comfort Split Up By Age Brackets

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

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

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

A Review Placed in the Better Business Bureau

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

Taking Advantage of Online Reviews

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

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

Top Lessons on Client Online Reviews

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

SEO Lessons For Roofers

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

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

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

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

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

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

Closing Thoughts

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

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

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!

Key Takeaway

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

Table of Contents

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.

17 (Realistic) Ways To Get Commercial Roofing Leads in 2024

Commercial roofing leads are extremely valuable because they produce higher ticket jobs. However, with great value comes great competition.

Unlike residential roofing jobs, which contractors can score easily when they buy roofing leads, commercial leads require a comprehensive strategy.

Targeting a commercial audience for leads can be quite challenging, especially if your roofing company is relatively new.

With thousands of competitors around the country, your business must stand out to earn commercial roof leads.

As a result, Roofing Webmasters has crafted a helpful list of 17 practical commercial lead-generation strategies for 2024.

Table of Contents

Idea #1: Create a Commercial Roofing Lead Generation Process

Buying leads from other companies can only take you so far as a business. You cut out the third party when you craft your own lead generation strategy.

The best way to get commercial roofing leads in 2024 is to create a branded online presence with a custom website and organic SEO.

You have a major advantage over startups if you already own a domain name and a Google Business Profile.

You can hire a website design and SEO agency to optimize your website and start ranking for various commercial roofing keywords.

Adding new content to your website allows it to rank for more commercial roofing terms on Google.

Furthermore, website content also helps your Google Business Profile rank in the Local Map 3-Pack for those same terms.

Your listing may even showcase that you offer a specific commercial service with what is known as local justifications.

If you don’t currently have a domain name or GBP, you should grab them ASAP.

A domain name can cost as little as $9.99 annually, while a Google Business Profile is free to claim and optimize.

Keyword research tools allow you to measure the search volume and difficulty of various commercial roofing keywords.

Idea #2: Perform Competitive Analysis

One of the fastest ways of identifying roofing lead generation opportunities is to compare your strategy to other competitors in the industry.

Frankly, it can be challenging to pick apart your company’s weaknesses when you’ve poured so much energy into its success.

That’s why an honest look at an opponent can help you gain perspective.

Marketing research unlocks your target competitor’s strategy. Staying up-to-date on modern concepts allows your business to confidently tackle new ideas.

Now, this inspiration can come from competitors both on a local level and at a national level.

Take some time to keyword search (ex: “commercial roofing repair in San Jose, CA“) in your local area first.

While there’s a lingering temptation to go after national-level keywords right off the bat, local businesses are typically your most important competitors.

Second, a competitive analysis gives you the threshold you’ll need to beat to rank in Google search.

Google will tell you which websites they value by rankings.

Search Google for relevant terms like commercial roofing services and commercial roof repair to find websites that are producing results.

A Company Looking for Commercial Roofing Leads

Top-ranking roofing websites share common traits that you can reverse engineer for your own strategy.

High Ranking Experts Outside Your Service Area Can Still Offer Valuable Insights

Idea #3: Study Top Local Opponents

Do you ever wonder how those lucky few in the local pack managed to secure their spots? Google’s local algorithm is based on proximity, relevance, and prominence.

So, even before starting a more in-depth inspection, we know these top performers have thoroughly completed their Google Business Profile.

As we’ve mentioned in our podcasts, you don’t have to be perfect to compete in roofing SEO. You only need to be better than everyone else in your service area.

Start by crafting a simple baseline strategy that most of your competitors follow:

Do they use DataPins?

What keywords are they using?

How old is their business?

Do they offer insightful pages for each service they provide?

Is their website design straightforward and easy to navigate?

Idea #4: Study Dominant Commercial Roofers Throughout the U.S.

Don’t limit your research to roofers in your immediate service area.

Go ahead and expand your competitive research to other high-ranking businesses in your state (or even beyond).

See if you spot new keyword combinations and helpful design features that your local rivals haven’t adopted yet.

These could be some powerful tools for earning commercial roofing leads.

You can even analyze major industry publications for ideas.

Magazines are especially adept at crafting “listicle” articles, which rank for dozens of relevant keywords.

These resources provide valuable insights and guides for potential commercial clients and bring invaluable traffic to your website.

While there are many paths towards ranking #1 in Google, a listicle could earn you a featured article slot.

That’s one of the most prestigious awards and positions Google awards in SERPs.

Idea #5: Beat Your Competitors’ Baseline

Examine website design, advertising platforms, and content marketing quality.

Are they focusing on Google Ads or spreading their budget through multiple channels?

It’s easy to tell how much effort a company puts into a website, but it might take some keyword searches to find where they advertise.

There are a handful of tools most businesses can use to get ahead:

Diversified Keyword Strategies

Schema-Rich Website Design

Consistent, Diverse Reviews Collection

Ongoing Content Production

Remember, you’re going up against experienced companies. They probably already have a handful of very positive reviews and a decent website backing them up.

You have to top these businesses, not just imitate them.

You must be willing to go the extra mile while providing the excellent services that all long-term successes do.

Idea #6: Low-Cost Social

If a channel provides commercial roofing leads at a low cost, why not give it a try? That’s the logic that’s driven thousands of companies toward social media.

While homeowning consumers are particularly keen to explore social media for their essential roofing services, commercial organizations aren’t far behind.

Your roofing company’s social media profile offers an open invitation to anyone curious about your brand.

Are your social accounts encouraging new commercial roofing leads or preventing them?

Key Facets of an Optimized Facebook Business Profile:

Up-to-date Contact Information

Tactfully Answered Client Reviews / Recommendations

Clear Calls to Action

Relevant Pictures

Links to the Main Company Homepage

Posts with Pictures of Your Recent Work

A Well-Written About Page

Facebook business pages are free, so it’s a low-risk investment for commercial roofers.

At the very least, Facebook pages help build your brand and accumulate positive feedback about your business.

Facebook Page Set Up for Commercial Roofing Leads

Facebook business pages contribute to E-E-A-T, increasing brand awareness and conversion rates.

Is Your Facebook Business Page Ready to Take on Commercial Roofing Leads?

Idea #7: Use DataPins

Every commercial roofing job should expand your marketing reach with social proof and geo-coordinates.

The DataPins Local SEO tool allows you to leverage your real commercial jobs as on-page SEO content. In addition, DataPins serves as a reputation management platform that allows you to accumulate reviews consistently.

DataPins is easy to use as contractors can snap a photo of their job, write a caption, and tag the geo-coordinates.

From there, your pin is distributed to the tagged pages (i.e., commercial roof repair page or Alpharetta, GA city page). Now website visitors can view your recent jobs in various service areas.

The DataPins tool helps with both SEO and conversions, which are both critical to generating commercial roof leads in 2024.

The SEO signals help your website and Google Business Profile rank higher for various keyphrases, while the social proof and reputation management increase the conversion rate.

Idea #8: Get Hyper-Visual With Instagram

As Facebook’s more visually oriented sister platform, Instagram offers unbelievable opportunities for earning commercial roofing leads. It’s the perfect place to show off your team’s craftsmanship skills and handiwork.

Posts use images or videos, with captions offering room for relevant keywords.

According to Statista, Instagram’s user base is projected to rise to 125.5 million in the U.S. alone by 2024.

Let your custom photos tell the story of an expert roof replacement or original installation.

You can spend a little time each month uploading quality photos and videos from your latest projects. Try to paint a broad picture of your team’s commercial work.

Promote your most compelling work into custom ads. Instagram grows more and more essential as younger generations climb the workforce ladder.

Having a presence ready for them will undoubtedly funnel some commercial roofing leads your way.

Instagram is a great platform to showcase images of your staff, jobs, trucks, and equipment.

This Team Continues to Post to Instagram regularly. (Baker Roofing Company)

Idea #9: Expertise Branding

There are thousands of commercial roofing companies out there. What separates your brand from the rest?

Perhaps you’re a seasoned expert in metal roof construction, but (again) so many roofers offer metal installation.

Does your logo stand out?

Presenting that expertise can make all the difference in generating commercial roofing leads.

Turn your expertise into a branding tool for your business.

Idea #10: Advertise Your Employees

Your top roofing professionals are more than just employees. They’re the face of your company.

Please think of the countless roofing projects they’ve installed, repaired, and restored over the years.

Instead of promoting a service, what if you boosted the seasoned professionals behind the service?

Take a little talent inventory to see what sort of experience you could showcase.

This advertising method isn’t for businesses with constantly shifting personnel but is perfect for companies with many long-time employees.

Try going beyond the traditional “About Us” or “Meet the Team” pages and linking your employees directly to their areas of expertise.

Have a green roofing pro that you’re incredibly proud to call an employee? Tie them into a relevant service page, and sprinkle in some related keywords.

Idea #11: Turn Expertise Into Content

Your seasoned roofing professionals have so much insight to offer.

They’ve probably answered the same old questions hundreds of times, making them an excellent resource for lead-driving content.

You don’t need them to write a 5,000-word blog post, but they probably have some interesting facts and quotes to enrich your next how-to article.

Take 10 to 15 minutes.

Have your content writer and project expert discuss some of the popular questions your commercial roofing leads are asking.

Whether it’s metal roofing or PVC installation, your roofer’s expertise offers the sort of fresh insights that rank well in local searches.

Present it in an optimized format, and chase after those featured snippets we discussed earlier.

When the article is ready, add your roofer’s name and bio to the publication.

Idea #12: Promote Your Content

Articles, guides, and how-tos all have a lifespan of their own.

How you manage that content during that lifespan ultimately determines what traffic you get from them.

If you want to generate more traffic and commercial roofing leads for your business, try taking your best content resources and harnessing them as advertising tools.

There are so many ways to advertise and promote your content:

Share them as downloadable e-books on & off your website

Promote the content on Facebook

Create Instagram stories

Could you share them with an industry publication?

Idea #13: Hunt the No’s

Understanding why people turn down your outstanding services is essential to persuade them in the future.

We all have our reasons for saying “No.”

Whether the root lies in fear, distrust, or simple confusion, there are ways to overcome initial disinterest.

Hundreds, sometimes thousands, of consumers come across your website daily, but commercial clients often have different reasons for saying the big “No.”

Reasons Commercial Prospects Say “No”

Their company budget can’t handle an expensive roof service.

They need further encouragement that your company is the right choice.

They aren’t in the purchase phase of their study.

There’s a negative perception your company must overcome.

There’s confusion or uncertainty regarding the right solution.

You can address many of these potential “no” sources within your website design and local search content.

Roofing companies unknowingly create all sorts of reasons for doubt as they promote their services.

Grammar errors, unnecessary jargon, and lack of clear descriptions establish more distance between your readers and their destiny as commercial roofing leads.

Idea #14: Eliminate Fear of Uncertainty

There are dozens of facts, points of comparison, and internal company matters to consider when a business needs a new roofing system.

All those considerations add up to a lot of uncertainty, naturally creating resistance to big purchases.

Think of every concern as a brick that lies between your prospect and saying “yes” to a new roof.

What if you could eliminate most of that uncertainty?

The process begins with your company providing clear and consistent information.

Where does your service area lie? Does your roofing team provide the necessary solution and requisite experience to perform the job?

Answer these questions directly (and honestly, of course).

Many businesses unintentionally confuse would-be clients by mixing up their service hours and solutions across their various listings.

While they update their website or Facebook page regularly (for instance), they may neglect other sources that you can maximize.

Idea #15: Minimize Fear of Loss

A commercial roof replacement is more of a fleeting expenditure.

It represents a significant investment in a building’s energy efficiency and weather protection.

For some, a replacement also means substantial disruption to day-to-day operations.

When the time finally comes for a business to undergo this critical project, there’s no room for error or wasted effort.

Your business can do many things to mitigate the fear of loss for potential clients.

The most potent tool is feedback from past customers.

Homeowners and business owners alike increasingly rely on online reviews and word of mouth in the decision-making process for essential services.

Back in 2015, half of adults under 50 already consulted online reviews before making purchases (Pew Research).

That segment only grows as we head toward 2025. Continue to ask businesses for reviews after each project, and you’ll notice that commercial roofing leads are much less hesitant to convert.

Generous warranties and careful expectation setting go even further to turn “No’s” into clients.

Take some time to establish the time and resource requirements of your project.

You’d be amazed how much clients appreciate this and how often it appears in reviews.

Idea #16: Identify Losing Content

Local SEO is an ongoing process. That’s particularly true for promoted business practices regarding website content and keywords.

A page that ranks at the top of local search results today may require serious updates to maintain that position down the road.

That’s why continued research into Google Analytics is so essential for your website.

Take time every quarter to inspect your website metrics and identify underperforming pages.

This content may show a few signs of decay:

Lowered page visits over time

Increasing bounce rates

Increasing exit rates

Dropping time on page

When you discover a weakly-performing page, please don’t rush to scrap it.

Some of the most value-driving industry content comes from repurposed, consolidated, and re-released pages.

You can use premium guides from past years, update them, and watch the commercial roofing leads come in.

Idea #17: Experiment With CTAs

Your calls-to-action (CTAs) have much more power than you realize.

In a series of fantastic CTA case studies, Moz showed that changing the offering, hook, or phrasing of a call to action can turn a dormant page into a highly productive lead-generation tool.

If you are unfamiliar with the science behind CTA design, you need to read these fantastic resources.

Calls to action rely on four key elements:

Clarity on the services offered

Placement on the page

Timing in the user’s buying cycle

Motivation to answer the call

A well-crafted CTA acknowledges where a potential user is in their buying cycle while clearly outlining the services’ value.

It stands out from the rest of the page, and users have little friction preventing them from answering the call.

Experimenting with new CTAs presents opportunities for huge conversion rate improvement.

How can you re-word your call to action to turn interested readers into commercial roofing leads?

Do your downloadable resources provide enough value to deserve a company’s email?

These are the sorts of questions you’ll need to ask as you experiment.

Find Your Commercial Roofing Leads

Need help generating leads for your commercial roofing business?

Our team at Roofing Webmasters would love to partner with your team to produce results.

Our current clients enjoy fantastic rankings on Google, allowing them to garner consistent traffic and more commercial roofing leads.

How to Write Roofing Company (Marketing + Sales) Letters

Roofing Company Marketing Letters Banner

Whether you call it a roofing company marketing letter, a sales letter, or a roofer mailer, every roofing contractor should understand the concept of promoting your company to potential customers via print.

When you own your own company, getting the word out to local consumers is vital. After all, it doesn’t matter if you have the best service if no one knows about you.

But, as simple as that sounds, it isn’t. There are so many different ways to attempt to reach your target audience and generate leads that will ultimately produce more revenue for your company.

One of the more underrated ways to do this is by using a marketing or sales letter for your roofing company. It might seem like an outdated method, but it serves several purposes.

Best of all, it can be used across several different formats, making it an incredibly versatile form of reaching your target audience.

Table of Contents

Types of Marketing Letters for Roofers

Email Campaigns

You can use sales or marketing letters in your email campaign. When you reach out to current customers and any leads you might have, use the marketing letter as an email blast.

Communicate what your company has, what they offer, and why these folks should opt to invest in your business.

Direct Mail Campaigns

You can use roofing sales letters for standard through-the-mail campaigns as well. Send letters to prospective customers or any leads that you might have.

Direct mail gets more responses than email marketing because that mail is in the hands of those prospective customers, and they see it; with email, they could potentially skip through and never see it.

How To Construct Your Marketing Letter

You should implement a few foundational things into your marketing letter. These are essentials, something you should never omit for any reason possible.

Without them, you are defeating the purpose of having a marketing or sales letter, and you will not get the results you are after.

So, what should you have in your marketing letter to make it as successful as possible?

Make Contact Info Visible

You want to make this the easiest bit of information for the customer to see. Never, ever make the customer work to find a way to contact you.

More often than not, if you make it a complex process, the customer will lose interest, and you will lose out on a prospective sale.

Start by putting it at the footer of your letter. Make it large enough to be immediately noticeable but not so large that it feels out of place.

Put your phone number, address, any relevant emails, and your website for starters. Anything else you can fit without it seeming out of place is a bonus.

You also want to sign off on your letter with this information as well. Again, give your leads as many opportunities to see how to contact you so they never feel like they have to work for it.

It’s imperative that anyone receiving marketing letters can easily view contact information.

Add Pictures

The old saying is that a picture is worth a thousand words; get many thousands of words in with pictures.

Ultimately, the way to show potential customers what your business can do is to show them photos of jobs you have completed.

The key here is to implement them to fit in with the rest of the letter. Perhaps create a space on the margins to implement these pictures so that your leads can see exactly what it is you have to offer.

In addition, these pictures will give those leads an undisputed look at what your company can do for them.

Whether it’s direct mail or email, users respond more favorably to sales letters containing unique and original images. Avoid using stock photos and instead focus on your staff and equipment.

Unique and original photos of your staff build an immediate repour with consumers.

Showcase Accolades or Awards

One of the quickest ways to get a lead to consider your business for their needs is to list the ways your company kicks butt.

In addition, any certifications and awards that your company has received should go just above the information you have placed in the footer.

These awards don’t need to be dominant; they need to be there so that the customer notices them and notes how many different accolades and accreditations your company has.

Endorsements from 3rd parties are essential not to toot your company’s horn but to build trust in the eyes of those potential customers.

Trust is one of the most significant factors for developing leads and turning those leads into sales.

If you can build a level of trust with the customer, you have broken down one of the most significant barriers that companies face. These accolades will only strengthen that sense of confidence.

Add a Personal Touch

The most delicate line to walk here is delivering a message to these leads. It can’t be too preachy, too much of a sales pitch, but it must be personal enough to feel like a family friend is speaking to them.

If you can get the leads to trust you, you can secure their business better.

Perhaps make a note of instances where you did an excellent service to someone, gave them a discount, went above and beyond to deliver superb service, or something similar.

You can showcase anything to where your company went above and beyond for them whenever it is needed.

When the customer feels like your company cares, that is another huge barrier that you have broken down. Companies across all industries struggle to find that level of trust in their customer base.

Developing brand trust is one of the most significant aspects of owning a business; if you can achieve this, you have already won a massive battle in the marketing world.

Make the most of your marketing letter. Implement it across multiple platforms and ensure it concisely delivers your message.

Then, when you create a marketing letter that delivers on all of these points, you will have a leg up on the competition.

How to Run a Facebook Ad for Storm Damage Roofing

Facebook Ad for Storm Damage Roofing (Blog Cover)

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

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

Key Takeaway

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

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

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

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

Table of Contents

How to Run a Storm Damage Ad on Facebook

Enter Facebook Ads Manager

Select “Create” on the top left

Choose “Lead generation” as your objective

Name your campaign something like “Storm damage ad”

Choose your roofing company business page

View and accept the terms and conditions

Set your target audience, budget, placements, and schedule

Choose between carousel, single image, video, and slideshow ad formats

Input text for headline, body, and CTA

Preview your ad

Select “Contact Form” and add a form title, intro, questions, and privacy policy

Select “Settings” and check “collect organic leads”

Select “Finish” on the top right

Review, publish, and confirm your ad

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

Collecting Leads from Facebook Ads

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

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

Tips for Optimizing Your Storm Damage Facebook Ad

Offer Specials

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

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

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

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

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

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

Highlight Storm Damage Experience

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

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

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

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

Make it Personal

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

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

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

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

Offer Referral Discounts

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

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

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

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

Final Thoughts on Hail Damage Facebook Ads

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

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

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

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

14 Roofing Sales Tips, Strategies, & Techniques for 2024

Developing roofing sales strategies can be challenging, especially given all the competition in the industry.

Having an effective marketing strategy is the best way to stand out. You reach a broader audience and expand your influence when you have an effective marketing strategy.

But one thing that is often forgotten in branding is the need to acquire repeat customers. Reaching new customers is fine and well, but you can’t grow your business unless they come back regularly.

With this in mind, check out some ways to improve your marketing and generate more sales for your company.

Table of Contents

1) Launch a Sales-Oriented Website

Your roofing website should be the top way to interact with your customer base and prospective clients.

With this in mind, site speed is essential so that potential customers remain on your site as long as possible. Most importantly, your website has to be mobile-friendly.

Over 57% of users access the internet through their mobile devices. You are behind the eight-ball if you don’t have a functional mobile version of your site.

Your website must be informative. Prospective customers are coming to your website for information about your business.

Informational statistics and reviews are the best ways to make your website as informative as possible. Leave your prospective customers with no unanswered questions.

A professional business website is part of the sales funnel for roofing companies.

2) Acquire More Leads Through SEO

The roofing industry is crowded in every city or state. Many businesses are competing for a limited number of customers.

Therefore, it is essential to ensure that your Search Engine Optimization (SEO) rankings are as good as they can be.

SEO leads are the easiest to convert as the prospect has already demonstrated interest in your services before the sale.

In a practical sense, SEO is how Google and other search engines sift through to find the most relevant search results. You want to ensure that your business comes up in the Google search rankings.

And because your website is so important, you want as many prospective customers to see your website as possible.

For example, there was an infographic on SEO, and this is what they saw:

Over 90% of website visits start via a search engine

47% of users click on a top 3 SERP result

It’s a good idea to invest in SEO services for roofers, if possible, as it can work wonders for your business and produce sales consistently.

3) Make Use of Pay-Per-Click Ads

One of the most effective strategies you can use is implementing pay-per-click ads. For example, investing in Google Ads places your ads at the top of search results.

So if your business is located in Austin, TX, and someone searches “Austin, TX roofing,” your ad will appear.

While PPC costs money for each click, it’s one way to get roofing leads quickly.

PPC pushes visibility to your website without having to fight through those challenging SEO rankings. The best part is that you don’t have to spend a fortune to see actual results.

Instead, allot a small amount, say $50-$100, to these PPC ads and see what it does for your business. It won’t be massive, but you should see incremental growth.

Google Ads (PPC) are a viable short-term sales booster for roofers.

4) Consider Google Local Service Ads

Local Service Ads are similar to Google Ads but explicitly target your local service area. You can pop up near the top of the search engine page results and receive a total of 13.8% of the local SERP clicks.

Local service ads are great because they target services, not keywords.

Again, your goal is to target within your service area, and with these Google Local Service Ads, you can keep your sights set on the local service areas instead of slogging through search results that might not directly impact you.

LSA ads are a great way to advertise locally and close sales.

5) Email Marketing is Your Friend

It might seem like an outdated way of marketing your roofing business, but email marketing gets your name in front of prospective customers. It is crucial to remember that not everyone who receives those emails will become a customer; the goal is to get as many eyes on your service as possible.

Another great feature of email marketing is that it lets you keep in touch with your current customers. While you want to get as many customers as possible, you also want to retain existing customers.

Personalized emails make them feel as though they are unique and special in the mind of your business.

Plus, email marketing is an excellent way to present coupons, specials, or rebates to those customers to get their return business.

Email campaigns are simple, cost-effective, and a great way to reach both current and prospective customers.

6) Place Lead Magnets on Your Website

Your website, as mentioned, is one of the essential tools that you have in your arsenal to reach new prospective customers and develop the leads that are the lifeblood of your business.

Getting these prospective customers to your website is a huge first step, but you must convert them once they enter.

A website’s contact form is one of the first and most important things for any visitor. Forms are one of the best ways to generate leads.

An effective form encourages users to fill in basic contact information in exchange for coupons or rebates.

Each form submission produces a potential lead. Furthermore, anyone who fills out the form may keep your company in mind the next time they need assistance.

Consider investing in a WordPress-compatible plugin like Thrive Leads, which allows roofing companies to create appealing pop-up forms that encourage visitors to submit contact information in exchange for a value proposition.

Lead magnets allow roofing companies to leverage web content to capture more leads.

7) Retargeting Ads Help Close Sales

What is a retargeting ad, you might be asking? The ad will “follow” you as you navigate the web. It will pop up on your website, making you aware of the company.

It is a common way of advertising and one of the best ways of getting your company noticed.

A lead can take many months to develop with something like roofing needs. Therefore, keeping your company in the mind of a prospective client is essential so that you always remain in their mind’s eye. This way, your company can close the sale when they finally decide.

You might not see immediate benefits with remarketing ads, but it is a great way to keep prospective customers from forgetting about your business.

If nothing else, retargeting will keep your company relevant in the minds of prospective customers.

8) Develop a Value Proposition

Let’s face facts: in an industry as crowded as roofing, your company is one of many vying for the attention of a relatively small customer base. Since most of these companies have a local reach, only so many people will need the service.

Companies must stand out by giving prospective customers a reason to choose their service.

With a unique sales proposition (USP), you can offer a specific benefit and tell your customer how you plan to solve the problem. And most of all, it shows that you can offer the customer something that the competition can’t or doesn’t.

The best way to separate yourself from the competition is to make your company seem different as if the customer can’t get the same service from anyone else in the industry.

When your company can do this, you set yourself apart and will be the first to jump into the minds of prospective customers by offering something that no one else can. That’s a win for you and the customer.

A value proposition is a great way to make your company recognizable in a crowded industry.

9) Manage Your Reputation

When it comes to roofing sales, your reputation proceeds you. So, the first thing a prospect does is check online reviews and the company website.

A website sets a great tone and first impression but will not necessarily establish a reputation. Positive reviews on Google and other 3rd party platforms provide the social proof that consumers covet online.

People will often check multiple sources to get a feel for a company’s standing.

With websites like Facebook, HomeAdvisor, and others, customers can find genuine reviews from real customers and develop opinions about that company.

Positive reviews encourage trust, while negative feedback raises red flags.

Roofers can cultivate reputation by sharing positive reviews on a website and social media accounts and even using them in advertising material.

10) Make a Promotional Video

There was a time when TV commercials were the best way to reach a prospective audience. The concept still works, but the medium has changed substantially over the last decade.

YouTube videos that promote your company can have a similar impact. You can even produce “how-to” videos showing prospective customers how to do certain things that may not warrant a call to a roofing contractor.

Because it’s easy to share YouTube videos on a website and social media, roofing companies can quickly build trust with prospective clients and make the sales process more manageable.

Creating a professional-looking video for a cost-effective price has never been easier. Moreover, most smartphones can film high-quality videos and also offer video editing tools.

Take advantage of this convenience by making frequent videos that positively feature your company, connecting to your prospective clients in new and exciting ways.

YouTube Video Shows a Way to Promote Your Website

Video content expediates the sales process because viewers get a more intimate feel of your company.

11) Partner Up

Many businesses make one mistake: they treat advertising as an “us versus them” scenario. And sure, your company is in competition with the others in the industry, but that does not mean that you have to go it alone.

Look to local businesses in your area that might make good partners. Create campaigns that promote your business in their building and vice versa; give the customer a reason to use your service.

For example, think about partnering with a local hardware store. This way, the relationship is mutually beneficial, and prospective customers get exposure to your business that they may not have had before.

Use selective partnerships to enhance your overall reach and visibility. It can only do good things for your company and will give you increased exposure. Your company can succeed, but it doesn’t have to do so alone.

Networking with other reputable businesses helps establish trust with consumers.

12) Be Patient

There is a significant flaw in how roofing businesses promote their business. They are looking for massive, immediate results. Unfortunately, without an enormous advertising budget, fast results are rare.

Try to stay realistic. If your ad budget is limited, don’t expect everyone in town to rush to use your service. The results will only be incremental but will add up over a long period.

The key is to be patient and persistent. Ensure that your ads are relevant and informative so prospective clients can get the best understanding of your company.

The results will come, and you will see growth in your company’s revenue. It just takes patience and an eye toward the long haul instead of immediate results.

Patience is one of the most underrated aspects of the sales process for roofers.

13) Answer FAQs on Your Website

As stated (a few times at this point), your website is one of the most important tools you possess to make the most of your business.

It sets the first impression that is so important when trying to reach prospective customers, and it can draw those prospective customers back to get a second look at your company.

Developing trust in your company is a great way to increase sales. Customers value trustworthiness in service companies.

When you create an FAQ on your website, you make the kind of trustworthiness those customers love.

Answer common questions and post them on your website. Then, if you need ideas, take feedback from users over the phone, on social media, and on Google Business Profile, and publish the most frequent concerns in question form.

FAQs will get them back to revisit your website and help build trust for sales conversions.

The results won’t be instant, but you will see a repeat in visitors as they frequent your website to find the answers to their questions. That in and of itself is a massive victory for your website’s marketing tool.

Website FAQ sections demonstrate a clear awareness of your consumers needs.

14) Personalize Sales Interactions

Customers generally feel that most companies don’t care about their concerns. However, roofers can change the narrative by delivering a personalized sales pitch that puts competitors to shame.

For instance, Roofing Webmasters treats each client as a top priority and customizes everything from their website color scheme to their contact forms.

Roofing companies can apply the same sentiment to their roofing services by giving a personal touch to sales interactions.

Never make the consumer feel pressured into buying your services, but always make yourself available for any additional questions.

Treat your customers like friends and family; you will increase roofing sales in 2024 and beyond.

Final Thoughts on The Roofing Sales Process

If sales were easy, every company would succeed. The reality is that sales are challenging and require strategy, persistence, and experience to master.

By using the ideas listed throughout this article, your company can develop an effective sales process and scale your business in 2024.

For assistance with the digital marketing aspects of your sales funnel, feel free to reach out to Roofing Webmasters.

51 Roofing Marketing Ideas Based on 15 Years in the Industry

Hey there, I’m Nolen Walker. You might know me from my long-time digital marketing agency, Roofing Webmasters, which I founded back in 2013.

My experience in the digital marketing industry goes back even further, giving me 15 years of first-hand experience with marketing campaigns. You can even say, “I wrote the book on it,” with my guide to digital marketing available on Amazon.

I’m outlining my first-hand experience to differentiate myself from some course sellers and YouTube gurus spreading misinformation about roofing contractors.

There are plenty of appealing marketing options for roofing companies; the key is understanding how they fit into your broader promotional strategy.

My list below will provide 51 roofing marketing ideas based on my 15 years in the industry.

Roofing Marketing Idea	Category
Yard Signs	Traditional Marketing
Truck Wraps	Traditional Marketing
Partner with Realtors	Traditional Marketing
Printed Flyers and Door Hangers	Traditional Marketing
Trade Shows	Traditional Marketing
Local Sponsorships	Traditional Marketing
Referral Program	Traditional Marketing
Google Business Profile	Digital Marketing
Business Website	Digital Marketing
Search Engine Optimization (SEO)	Digital Marketing
Paid Ads (PPC)	Digital Marketing
Email Marketing	Digital Marketing
DataPins	Digital Marketing
Customer Testimonials	Digital Marketing
Facebook Page and Facebook Ads	Social Media
Instagram Reels and Stories	Social Media
YouTube Channel	Social Media
Pinterest	Social Media
Join Local Facebook Groups	Social Media
Engage with Followers	Social Media
Free Roof Inspections	Creative
Storm Damage Campaigns	Creative
Roof Report Cards	Creative
Drone Imagery	Creative
Seasonal Promotions	Creative
Charitable Partnerships	Creative
Host Webinars	Creative
Remove Unhelpful Content	Content Marketing
Infographics	Content Marketing
Ebooks or Guides	Content Marketing
Case Studies	Content Marketing
Time-Lapse Videos	Out-of-the-Box
Virtual Consultations	Out-of-the-Box
Text-Based Updates	Out-of-the-Box
Stellar Customer Service	Customer-Focused
Before-and-After Photo Gallery	Customer-Focused
Financing Options	Customer-Focused
Warranty Protection	Customer-Focused
Client Appreciation Events	Customer-Focused
Roofing Myth-Buster Series	Community Engagement
Local Podcast Appearances	Community Engagement
Teach a Class	Community Engagement
Support a School Project	Community Engagement
Industry Newsletter	Industry Expertise
Local Media Outreach	Industry Expertise
Ask a Roofer Column	Industry Expertise
Industry Association Participation	Industry Expertise
3D Roof Visualizer	Technology-Driven
Customer Relationship Management (CRM) System	Technology-Driven
ChatGPT	Technology-Driven
Live Chat on Website	Technology-Driven

Download The PDF of 51 Roofing Marketing Ideas for 2024

My 51 Proven Marketing Ideas for Roofers

Over the last 15 years, I’ve seen a lot. I’ve run marketing campaigns for thousands of roofing companies all across the United States. I’ve even walked roofs with some of the industry’s finest.

Below, I will break down each of the marketing ideas listed in this guide:

Table of Contents

1) Yard Signs

While yard signs won’t magically attract more clients to your roofing company under normal conditions, they will build awareness about your brand. In the case of a local hail storm, yard signs can absolutely attract customers quickly, as they are looking for reputable services ASAP!

2) Truck Wraps

Truck wraps generate an estimated 30,000-80,000 impressions of your brand and logo daily. Impressions don’t automatically convert into leads or eventual customers. Still, they drive brand awareness and help establish credibility for your roofing business.

3) Partner With Realtors

Roofing companies and real estate agencies can form a mutually beneficial partnership that benefits both parties. By partnering with a reputable real estate agent, roofing companies can create relationships with homeowners who become repeat customers.

4) Printed Flyers and Door Hangers

Printed flyers and door hangers can produce an ROI between 1 and 5%, depending on the quality of their visual and messaging elements. I don’t recommend using flyers or door hangers as your sole marketing method. Still, they can contribute to a cohesive and multi-faceted campaign.

5) Trade Shows

Trade shows present an opportunity to learn new marketing techniques and network with industry professionals. Expanding your network will benefit your broader marketing campaign, as more industry members will mention your company and link to your website.

6) Local Sponsorships

Local sponsorships are far more valuable than any “link building” efforts because they are based on genuine partnerships with location-specific companies. Most of these sponsorships should result in a backlink, but one that is legitimate and does not violate Google’s spam policies.

7) Referral Program

I’ve noticed some misinformation around the web regarding referral programs. Roofing companies that get a large percentage of their leads from referrals also have a robust digital marketing presence. That’s why I recommend referral programs IN ADDITION TO digital marketing.

8) Google Business Profile

I recommend that every roofing business claim and verify their Google Business Profile so they can appear in search results on Google Maps and the Google Map 3-Pack. Roofers can also share their profile link as part of a review request, which helps build your reputation on Google search.

9) Business Website

Roofers primarily focus on ranking with Google Maps but still require a website. I see this every day while running my SEO agency. Roofing companies need a website to dominate Google Maps and the Google Map 3-Pack rankings.

10) Search Engine Optimization (SEO)

SEO is my favorite marketing technique for roofers because it produces the highest ROI of any other marketing venture. Unfortunately, too many shady SEO agencies have ruined the industry’s reputation and created skepticism about the role of SEO in marketing success.

11) Paid Ads (PPC)

While I don’t recommend PPC ads as a standalone service, I’ve seen clients benefit from them as part of a broader digital marketing strategy that includes SEO and website design. Still, I tell roofers to beware of black-box billing techniques from PPC-first marketing agencies.

12) Email Marketing

I’ve seen roofers succeed with email marketing campaigns using tools like AWeber and Mailchimp. However, I’ve also witnessed some companies fail to generate an ROI through email marketing. The key is crafting a customized campaign that focuses on personalized segmentation.

13) DataPins

I invested millions in creating a Local SEO software tool for roofing companies. It’s called DataPins, and it’s already helped hundreds of roofers increase Google search visibility and build a more substantial reputation online. It is my most significant contribution to the roofing industry.

14) Customer Testimonials

I’ve witnessed first-hand how customer testimonials increase conversion rates for local roofing companies. Testimonials can be Google Reviews, reviews on other platforms, or even video testimonials that you can upload to your YouTube channel and embed on your website.

15) Facebook Page / Ads

I recommend all roofing companies create a Facebook business page at the bare minimum. Depending on your budget and other marketing endeavors, running Facebook Ads on your account can help drive brand awareness to your company and even generate direct leads.

16) Instagram Reels and Stories

With 2.4 billion registered users, Instagram is becoming an increasingly valuable marketing channel for roofing companies. I recommend video content via Reels and Stories to generate the most engagement. As attention spans grow shorter, the opportunity for video marketing increases.

17) YouTube Channel

I regularly remind my clients that YouTube is a Google property and YouTube videos are eligible to rank on Google search results. Every roofing company should create an official YouTube channel and upload original content, which can be embedded on their business websites.

18) Pinterest

Pinterest marketing is mostly about scarcity and opportunity. Most roofers ignore Pinterest, which is a mistake in a highly visual service trade. Posting images of your roofing projects can increase brand awareness and strengthen your digital presence.

19) Join Local Facebook Groups

Roofing contractors are often surprised by how much word of mouth has transitioned into digital form. Joining Local Facebook Groups and other community platforms can ingratiate your business into the communities most likely to require your services.

20) Engage With Followers

Roofing companies may feel like their work is done after publishing a social media post on Facebook, Instagram, or TikTok. However, winning at the margins requires roofers (or their social media assistants) to engage with users who comment or respond to their content.

21) Free Roof Inspections

I recommend startup roofing companies create a value proposition, such as free roof inspections, to separate themselves from more tenured competitors. A free roof inspection can entice otherwise lukewarm prospects to take a chance on your new business.

22) Storm Damage Campaigns

I’ve had a ton of experience with roofers who hit the jackpot after a hail storm hit their primary service areas. I’ve written an entire post about hail damage roofing Ads and how to position your company to benefit from acts of God in your city or region.

23) Roof Report Cards

I’ve worked with some roofers who offer “Roof report cards,” which are a gimmick to grade the condition of a customer’s roof. As long as you can back up your claims with a highly skilled inspection process, this type of presentation can increase brand engagement.

24) Drone Imagery

Some of my roofing clients use software to assess roofing conditions through drone images. This is a less invasive form of roof inspection and can help quickly identify leaks and other damages without having to get up on the structure. Many homeowners consider this an appealing option.

25) Seasonal Promotions

Roofers know all too well that the industry is seasonal. However, I tell all of my clients that marketing is NOT seasonal and that you win on the margins while competitors pause their campaigns. One way to incorporate seasonality into marketing is to offer seasonal roofing promotions.

26) Charitable Partnerships

Immersing yourself in a local community often involves charitable partnerships, which will contribute to a successful marketing campaign. Only established roofing companies can afford to engage in this venture. Still, it can solidify your brand’s connection to a town, city, or region.

27) Host Webinars

Hosting webinars allows roofing companies to get their faces in front of potential customers while collecting their email addresses. This way, you build personal and digital relationships with your prospects. Your webinars can discuss common roofing problems and solutions.

28) Remove Unhelpful Content

Google released its Helpful Content Update in 2022 and has further enhanced it since, culminating in the March 2024 Core Update. Removing unhelpful content from your website (like blog posts) can help restore its health and credibility.

29) Infographics

As internet users become more visual, elements like infographics can help engage them longer than traditional text. Try including infographics on your website service pages to entice potential customers to choose your service over those of nearby competitors.

30) Ebooks or Guides

I recommend ebooks or guides as lead magnets to share on social media posts or ads. For example, crafting a guide about your roofing specialty (like specific roof coatings) allows you to share this on social media in exchange for the user’s email address, allowing you to market to them later.

31) Case Studies

Case studies of previous roofing projects, materials, or products can help build credibility for your business. You can post these case studies on your website and share them on your social media profiles. These studies can also offer new SEO opportunities for users seeking a specific service.

32) Time-Lapse Videos

Time-lapse videos are a great way to stylize visual elements that would otherwise appear ordinary. Such creative measures allow you to “win at the margins” against competitors sharing only basic content. IPhone users can turn on time-lapse mode to capture these videos.

33) Virtual Consultations

I’ve talked to some roofing professionals who offer virtual consultations that appeal to some customers. Going the extra mile by providing and documenting this service on your website can create differentiation in the marketplace. Ultimately, these measures create goodwill.

34) Text-Based Updates

Text-based updates allow your company to separate itself from a customer service angle. This feature is typically part of a field management software solution and will notify your customers about appointment reminders, estimated times of arrival, and more.

35) Enhanced Customer Service

Companies often think about marketing when generating leads and signing up customers for the first time. However, I remind my clients that marketing continues after the sale with your customer service. By investing in enhanced customer service, you increase repeat customers.

36) Before-and-After Photo Gallery

It helps to show your potential customer before-and-after photos of roofing projects. When prospects can envision your services’ impact, they are more likely to take action by paying for your services. I encourage all my clients to share photos of their jobs.

37) Financing Options

Offering financing options is another effective way to appeal to a broader consumer base. Not all customers will have the exact needs or budget, and providing various financing options can separate you from competitors unwilling or unable to offer such flexibility.

38) Warranty Protection

In my experience with roofing comments, one of their customer’s main pain points is security and risk aversion. One way to soften their stance is to offer warranty protections that allow customers to utilize your service with greater peace of mind.

39) Client Appreciation Events

Hosting client appreciation events is a great way to market to existing customers. The most successful roofing companies I’ve worked with are skilled at maximizing retention and encouraging repeat business from current clients.

40) Roofing Myth-Buster Series

I encourage roofers to create a themed series through podcasts, YouTube videos, or another creative medium. A great theme to start with is roofing Myth Busters. You can dispel common roofing myths from your customers and encourage new prospects to engage with your business.

41) Local Podcast Appearances

Podcasts are the fastest-growing digital medium, and roofing contractors can take advantage by appearing on local shows. For example, I started my own podcast to chat with roofers. Meanwhile, you can conduct additional research about local podcasts in your specific town or city.

42) Teach a Class

Roofers who’ve earned certifications from organizations like the NRCA might have an opportunity to teach a class. Educating other contractors on a roofing discipline is a great marketing feature for your resume and something you can use to promote your company online.

43) Support a School Project

Roofing projects affiliated with an ISD are great marketing opportunities for local companies. When you earn the trust of community pillars like schools, that credibility expands throughout nearby neighborhoods and solidifies your brand and logo as trustworthy.

44) Industry Newsletter

Drafting a weekly newsletter on roofing industry-related stories is a great way to become a thought leader in the digital space. As more users sign up for your newsletter, you will earn additional email marketing opportunities while establishing yourself as a true industry expert.

45) Local Media Outreach

Appearing on a local TV station is one of the most potent ways to market your roofing company in 2024. Not only do viewers see you on their local station, but they can also read about you in an associated article, as your website earns a link from a legitimate news website.

46) Ask a Roofer Column

Another way to leverage local media entities for your marketing campaign is to offer your insights in an “ask a roofer column” for local newspapers. You’ll have to negotiate this with local reporters, but many are open-minded to expert contributors in the roofing field.

47) Industry Association Participation

I encourage my clients to become members of credible roofing associations, including the aforementioned NRCA and local roofing organizations like the Roofing Contractors Association of Texas. You can research which roofing associations have offices in your service areas.

48) 3D Roof Visualizer

A 3D roof visualizer tool gives customers a visual projection of their roofing project. Incorporating this technology into your website or sales routine increases the chances of customers investing in your services. Including this tool on your website can also help you earn natural links.

49) Customer Relationship Management (CRM) System

Organizing customers and prospects into a customer relationship management system (CRM) is a great way to maximize marketing efficiency. Most modern CRMs are highly beneficial for roofers and contribute to increased conversions.

50) ChatGPT

ChatGPT is a great way to increase efficiency in some of your roofing marketing processes. However, I warn roofers to exercise caution when using ChatGPT and other AI tools. For example, I do not recommend creating content from ChatGPT for roofing websites.

51) Live Chat on Website

Including a live chat option on your website is a great way to prevent leads from falling through the cracks. Depending on their customer service resources, roofing companies can lose many potential customers by not contacting them quickly enough. A website chat box mitigates these problems.

Maximizing Your Marketing Campaign

Roofers who need help implementing one or more of the marketing ideas listed above are great fits for my agency, Roofing Webmasters. I offer roofing marketing services, which include a customized digital marketing strategy for your business.

My team comprises experts in SEO, Google My Business, Website Design, and Reputation Management. In addition, my innovative software tool, DataPins, aids each of my clients’ marketing campaigns. Reach out today to discuss how I can craft your roofing marketing strategy in 2024.

Roofing Facebook Ads: The Ultimate 2024 Guide (w/Examples)

Roofing Facebook Ads are a powerful promotional tool for companies in 2024. In addition, the need for reputable roofing companies is increasing yearly due to increased weather volatility and homeowner demands.

Still, as the industry gains traction, the competition grows fierce. Using Facebook Ads for roofers is a great way to separate your company from the rest. In addition, Facebook targeting makes it simple to reach your prime consumers.

At Roofing Webmasters, we’ve been working with companies on their digital marketing campaigns for over a decade. Our wealth of knowledge, data, and insights help us steer roofers in the right direction.

Check out the ultimate guide to roofing Facebook Ads in 2024:

Table of Contents

What Are Roofing Facebook Ads?

Facebook ads for roofers are paid advertisements promoting a roofing company on Facebook. On Facebook, ads target users based on demographics, geography, and profile data, many of which are unavailable on other advertising platforms.

In addition, advertisers on Facebook can set a budget and bid per click or thousand impressions. The best way to run Facebook ads for roofing is to target local consumers who are likely to require roofing services.

Creating a Facebook Ad is relatively straightforward and easier than most people think. Simply use Facebook’s advertising wizard to navigate the process.

Why Roofing Facebook Ads Work in 2024

As the world’s #1 social media platform, it’s easy to see why Facebook is a powerful marketing tool. However, Facebook also possesses advertising features uniquely fitting the roofing industry landscape.

Remember, your goal is not to reach every one of the 2.5 billion Facebook users but to engage with people most likely interested in your roofing services. You can reach homeowners within your service area and convert them rapidly by targeting specific demographics.

About 18% of Facebook users fall within the 35-44 demographic, a prime age for homeownership. Meanwhile, 25% of users are between 25 and 34 and are likely considering a first-time home purchase.

Getting Started With Facebook Ads for Roofers

Most contractors hate the setup process regarding Facebook ads or any other type of digital promotion. The steps are often complicated and involve leg work that business owners don’t have time for. Luckily, the Facebook Ads setup process is simpler than it seems.

In most cases, your ad objective should be lead generation as you’re trying to capture local consumers to become future customers.

Define a Goal

The goal for your roofing company advertising campaign can range from brand awareness to hail storm chasing. Of course, all companies want more customers, but your goal should be more specific. Narrow your goals down to one per roofing ad campaign.

Here are some examples:

Expand brand awareness in your local service area

Get hail storm repair jobs from a recently hit area

Create urgency by outlining a common roofing problem

Introduce a new product solution like a roof coating

Write down your goal because Facebook will ask for your campaign awareness goals in their ad prompts. If you’ve already chosen your plan, you’ll know exactly how to move through the prompt.

Audience Targeting

Audience targeting is the true magic of roofing Facebook Ads. As a business owner, you should already have a general idea of your target audience. For example, homeowners in your service area between 40 and 65 are a good framework for roofing companies.

However, your idea is less intelligent than Facebook’s AI-driven Advantage+ algorithm. While it’s tempting to reduce spend with narrow targeting parameters, Facebook’s algorithm is better at finding the right users.

You can still help Facebook determine your ideal customers by combining targeted interests with Advantage+ (AKA broad targeting). This way, Facebook has a good starting point but expands out using its AI.

Take a look at some audience targeting examples:

Age 40-65 (All Genders)

Interests: Home Improvement, Home Repair, etc.

Location: Within 25 Miles of your Service Area

Creating a Value Proposition

Even your narrowly defined audience is bombarded with countless Facebook Ads daily. As a result, your ad must stand out among the rest. You can achieve this with a value proposition. For example, consider special offers, free inspections, or unique financing options that intrigue your target customers.

From there, find a way to craft ad copy that reflects it. You might even offer a free download to get more users into your funnel, whether they are ready to buy today or not.

These kinds of ads are especially effective after a storm or natural disaster within the target service area.

Roofing Facebook Ads Examples

This Facebook Ad example leans into the disingenuous sales tactics of competitors in the service area, prompting locals to instill trust in the company running the ad.

Roofing Facebook Ad Example (Emergency Roofing)

This Facebook Ad example shows a roofing company promoting 24/7 emergency roofing services to their target audience.

This Ad spreads word of a raffle promotion where prospects can win tickets to a football game.

Best Practices for Facebook Ads for Roofers

Now that we’ve covered defining goals, targeting an audience, and creating value propositions, it’s time to highlight the best practices in the Facebook advertising process.

Copywriting

You want ad copy that is short and to the point. Nobody has time to read a novel or understand any nuance. They’ve already moved on to the next part of their timeline. So, you must catch their attention quickly with simple but strong copywriting that concisely demonstrates your value.

Images

Image quality is a big deal for Facebook roofer ads in 2024. Your image quality reflects the perception of your company and brand. The technical aspects of image quality, such as resolution, contrast, and distortion, also make a difference.

As a result, use only high-quality images of your staff and equipment (or recent jobs) and avoid using stock photos at all costs. If you must incorporate stock photography, dress the files up with a free tool like Canva, which allows you to brand and enhance existing image files.

Screenshot of Facebook Post from Roofing Company Page

Testimonials

The fastest way to earn trust for your roofing company is to showcase customer reviews from verified sources. Consider adding favorable reviews from Google or Facebook to your ad copy.

On the other hand, never use unverified reviews because people will assume they are fake. As a result, you can’t post a verbal quote from one of your customers unless they post it on a platform like Google.

Mobile Optimization

Most of your roofing Facebook ad impressions come from mobile devices. With this in mind, always craft your ad with the mobile experience in mind first. Keep copy clean and concise, and use engaging images that mobile users can gravitate to on their phones.

Facebook lets you preview your ad’s mobile appearance before publishing, so always complete this step before making the final call.

Final Thoughts on Facebook Ads for Roofers

Facebook Ads are an effective promotional platform for local roofing companies, assuming the ads feature high-quality copy and images and link to an effective landing page or lead form.

While it’s tempting to narrow targeting parameters to reduce ad spend, Facebook’s Advantage+ targeting algorithm is the most efficient way to reach prospects in 2024.

Combining a sound SEO strategy with Facebook Pixel Tracking can yield impressive results for roofers.

Roofing Ads: The Top Guide for 2024

What are Roofing Ads?

Roofing ads are advertisements promoting a roofing company or service. In 2024, the most common roofing ads are digital and appear on high-traffic platforms like Google, Facebook, and Instagram.

Traditional forms of advertising include print advertising, radio spots, and billboards.

Roofing Advertising Strategies

The roofing industry is a cutthroat field. With this in mind, your advertising efforts must be impeccable to outshine your competitors. But with all the marketing and advertising solutions available, how do you effectively advertise a roofing company in 2024?

In today’s world, digital marketing outranks all other advertising channels in ROI and reach. However, this doesn’t mean you should spend all of your advertising dollars in the digital world.

Diverse campaigns consist of multiple advertising channels and messages to maximize results. Knowing your options is the first step to developing a comprehensive advertising campaign for your business.

Marketing and Advertising Channels

Within the marketing landscape, your company has multiple channels to spread its message. Your advertising options are almost endless, from television and radio to billboards and digital media.

Each platform offers benefits that can increase your business reach and build your customer base. To decide on a suitable advertising platform for your efforts, first, decide on your campaign’s details.

Goal: Identify the exact purpose of your campaign. Do you want to increase roof leak service calls? Would you like to increase traffic to your website?

Budget: How much will your ad spend be? What ROI are you expecting from your advertising?

Run Time: How long will your campaign last? Will your campaign be weeks long? Months?

Each of these factors dramatically affects the type and style of your marketing efforts. For instance, if you are creating a six-month advertising campaign, a start-to-finish television commercial could be too costly, while a six-month Google search ad may be only a fraction of the cost.

Typically, marketers use a combination of platforms throughout the campaign period to promote the most results possible. Once you have decided on the essential campaign factors, you can start planning your ad. It would be best if you based elements on the target audience and their desired action.

Platform: What marketing platform will you use to spread your message? Which platforms have worked best for you and your competition’s past efforts?

Message: What message are you communicating? What call to action will you use?

Measurement: How will you measure your campaign’s success? How will you track ROI?

Advertising Platform Options

When it comes to advertising, you have a long list of options to spend your marketing dollars. From print to digital, you can find advertising opportunities just about anywhere.

While many platforms offer low but stable ROI, others offer increased but fluctuating ROI. Utilizing a combination of media can help expand your reach and boost your roofing marketing ROI.

Print Advertising for Roofers

Within the realm of print advertising, there is a multitude of options. Your roofing company has the choice of newspaper ads, billboards, mailers, and more that can enhance company awareness. Print ads are ideal for getting your brand name recognized within a particular area.

These platforms work well for advertising roofing services, promotions, and even locations. However, they do not create an excellent opportunity for prompting immediate action. Often, print advertising is costly and challenging to measure accurately.

However, new advances, such as QR codes and promotion codes, offer better print advertising tracking than ever before.

Consider which of these print platforms is best for your roofing company:

Newspaper: While newspaper advertising has been a go-to marketing hub for years, online news media presentations have seriously dented readership. Use this platform for older age groups that are less likely to refer to digital media for news.

Billboard: While this advertising style gets great viewability, the response is much lower than other marketing avenues. Use billboards as a supplement to boost your brand awareness.

Direct Mail: These advertising options are tried and true methods of building brand and promotional awareness. Use roofing mailers for promotional offers and service updates for your roofing company.

Advertising With Traditional Communication Media

Using traditional television and radio to deliver your advertising message can get expensive quickly and offers fewer analytics tools to track effectiveness.

However, clear, precise messages are delivered promptly on these platforms and have a higher retention rate than most print options.

Television and radio advertising is best used in short spurts to advertise a promotional offer or time-sensitive information.

Television: Television commercials are ideal for presenting company services and promotional offers to a broad general audience. Timely information like storm details and specials are well-presented with television advertising.

Radio: Like television, radio presents a unique and sizeable general audience. Therefore, public promotional, seasonal, and other timely messages appeal most effectively through radio advertising.

Digital Advertising Opportunites

In recent years, digital marketing trends have increased exponentially, and with good reason. Digital marketing has become the most effective, trackable marketing channel available, with multiple advertising avenues that fit any style, message, and brand.

Digital advertising platforms offer easily measured analytics and deliver immediate actionability with calls to action, promotional information, and service schedules.

However, effective planning and platform proficiency are still vital to productive advertising efforts, even on digital platforms.

Website SEO: Ideally used as a landing platform for web traffic, your website should thoroughly introduce and explain each service and skill your roofing company provides. With available analytics that updates regularly, you can always be sure of your success.

Social Media PPC: These marketing platforms work well when communicating a message or offer that includes an immediate call to action, such as a “click here” button or “call now” link. They offer excellent ROI and measurement metrics for complete control.

Google Pay Per Click: Google PPC is ideal for increasing web traffic and brand awareness. It’s also perfect for increasing website conversions and unique visitor traffic. While PPC campaigns can vary significantly in cost, they are generally less expensive than most other platforms and generate an increased ROI.

In today’s world, internet marketing has not only changed the way the public finds information, but it has also changed the way businesses reach their prospective clients effectively.

Although traditional advertising tools and platforms are still used and productive, digital marketing has taken over the marketing landscape.

Utilize digital marketing in your advertising campaign efforts to increase your success, visibility, and ROI.

Digital Marketing For Roofers

Within the digital marketing world, you have many choices on how and where to spend your advertising dollars. Each channel offers its rewards and challenges you should consider.

For example, digital advertising provides a highly customized audience selection that can provide better message reception and lend to low visibility. Being aware of each digital advertising platform’s benefits and downfalls can help you choose the best route for your advertising dollars.

Organic SEO

Search engine optimization, or SEO, is crucial to appear in Google and other search engine results. With over 40,000 search queries completed per second, Google is the number one way to find information on services, products, and just about anything else.

Because Google search has transformed the way customers locate services, search engine optimization for your roofing service is a top source for reaching prospective customers.

Through the years, Google has updated the way its search delivers results. Today, quality content, accurate information, reputable linking, and precise keyword usage are the best ways to ensure proper SEO for your roofing business.

Using these strategies, along with appropriate coding and compelling user experience, can land your roofing company higher in search rankings, leading to extended reach and maximized conversions.

Organic Search Optimization Helps Ensure Your Business Appears in Google SERPs.

SEO Strategies That Work

SEO, or search engine optimization, is a marketing strategy that utilizes Google and other search platforms to present company information and generate roofing leads.

When users perform a search query on Google, Bing, or another search platform, their engines identify keywords and deliver search results according to relevance and site quality, among other elements.

Optimizing your roofing website to appear higher in these search results can boost your company’s reach and expand your customer base. Use tried and correct marketing SEO strategies to begin your efforts and revise your plan as needed.

Organic Marketing Offers Free Roofing Leads for Your Business

Google Business Profile Optimization

When battling for the number one Google search position, the competition can be fierce. However, your roofing company cannot show up in any Google searches until your Google Business Profile account has been set up and verified.

To establish your roofing company’s Google Business Profile, visit google.com/business and follow the instructions, paying attention to crucial fields like:

Your Google Homepage Displays Helpful Information and Links for the Searcher

Business Type: The correct business type is imperative to index correctly in Google searches.

Services Offered: Since this is the top way Google indexes your company, your service list should be comprehensive and include multiple keywords.

Location: Providing your roofing company’s exact location boosts the chances of appearing in the critical local search.

Contact Information: Providing links to your contact information expands the probability of goal completion.

Company Images: Adding images to your Google Business Profile increases the odds of appearing in organic Google searches.

Hours: Adding details like hours of operation creates a more complete and more trusted Google profile, leading to better search rankings.

Reviews: Reviews provided on Google and other platforms boost your site’s authority, which can dramatically boost search rankings.

Website Address: Offering a link to your site can increase web traffic along with conversion rates.

Once your account is verified, your company can begin appearing in Google search results. As Tatum Legacy displays, having a well-organized Google Business Profile paired with great on-site SEO can land your roofing company at the top of Google searches.

Completing Your Google Business Profile Information Provides a Better Google Homepage for Your Business

On-Page SEO and Other Roofing Website Ideas

Roofing websites are no help to the company if users can’t find them. Roofing SEO practices can help Google index your site more efficiently and help you rank higher on SERPs, leading to extended reach and increased roofing leads.

To correctly optimize for Google, your roofing website needs a few key elements that help the search engine identify your site’s topic and theme. Without these critical elements, Google and other search engines may have trouble indexing your site or may even misinterpret the information.

Title Tags and Meta Descriptions

Each page of your roofing website should have a title tag that tells Google bots your roofing web page’s general idea. This title also appears as a search result title when users perform a query. Your page’s title tag should include at least one keyword along with a brand or location tag.

Along with the title tag, Google displays a short description of each result after a search. These descriptions, otherwise known as meta descriptions, provide Google bots with more detailed information about your web page’s content.

The use of keywords in your roofing meta description is imperative to help Google correctly index the data and increase the chances of appearing in Google searches.

The Metadata You Enter on Your Site Appears in Searches to Identify Content Relevance

Clean Coding

Each time a user performs a Google search, Google bots use website coding to scour the internet, searching for relevant material from trustworthy websites. Clean coding is a method of presenting your site’s back-end coding to Google in the simplest way possible.

With clean coding, your site’s code is distinct, well-organized, and effectively labeled, so Google can easily decipher the exact content for better ranking. Cluttered code issues arise when novices create a website from a template or when developers incorrectly redesign an existing site.

These practices create long code sentences that are unneeded and can provide incorrect information to search bots.

Combat coding issues with the use of precise functions and well-labeled commands. Use schema coding to provide Google bots with clear content subject lists and details and use up-to-date code structure for simplified, more transparent communication.

Schema codes work as lists to provide Google bots with straightforward, organized subject matter easily indexed for searches. The use of H2s and H3s, along with keyword placement, can also aid Google and other search engines in identifying and indexing your information correctly.

PPC Advertising

Pay-per-click (PPC) advertising combines traditional ad creation with keyword bidding to reach new customers and gain more roofing leads.

PPC advertising is offered on almost every platform, including Google, Facebook, Instagram, YouTube, and more, and can dramatically increase your website traffic and marketing ROI.

Roofing PPC ads also offer flexible budgeting, customizable audiences, and ad revision to give you complete control of your campaign at all times.

Advertising With Google Ads

Google Ads, formerly Google Adwords, provides a comprehensive platform for PPC marketing that displays search and display ads according to relevancy, keyword bidding, and ad quality.

These ads can appear in Google search results or on Google Maps results and Gmail, YouTube, and many other Google partners.

Where you want your ad to appear will be the deciding factor in your ad’s format, which can include images, text, video snippets, and more. While Google search ads have only text and link buttons, display ads showcase pictures and videos on other platforms such as YouTube, Gmail, and many more.

Google also offers the text ad with extensions, which provides varied content delivery throughout every Google platform.

Optimizing Your Google Ads

The two main factors for deciding where your roofing ad appears on Google are keyword bidding and ad relevance. Google arranges keywords in Google Ads according to search popularity, with prices varying accordingly.

The more popular the keyword, the more expensive the bid. Likewise, the more difficult it will be to rank for the keyword.

For example, the term “roof repair” is a viral keyword. Therefore, it will be more expensive to bid on and more difficult to rank for due to all the other roofing companies trying to rank for the same word.

However, “corrugated metal roof repair” is a much more specialized word with a lower bid price and less competition. Fewer competitors mean that roofers can more easily rank for the latter term.

Roofing CPC Metrics (SEMRush Screenshot)

When creating your Google ad, it’s crucial to design a compelling piece that’s helpful and has a clear call to action. Your ad should be clear and informative and link to a landing page with relevant information.

It should contain a prominent call to action that encourages the viewer to click the link and offer contact information so that the visitor can quickly contact your roofing company.

Use Google Ads analytics tools to measure your ad success and adjust your efforts and budget throughout the campaign for maximum success.

Instagram and Facebook Marketing for Roofing Companies

Much like Google Ads, Facebook, and Instagram, each offers a PPC platform for keyword and audience-based businesses. Facebook ads appear in the news feed and the right side ink bar.

Account managers can customize according to audience demographics and psychographics, previous searches, budget constraints, and more to provide the best ROI possible.

You can create ads through the business menu on your Facebook account, and you can measure them using Facebook analytics tools that are accurate and easy to use.

Instagram offers an ad platform like Facebook, which can be set up from your Instagram menu once you have a business account. Like Facebook and Google, you can customize your ad audience by demographics and psychographics, budgetary constraints, and even online viewer behavior.

While not as extensive as Facebook or Google, this platform also offers analytics tools such as engagement, follows, and more to measure your Instagram roofing ads campaign’s success.

Screenshot of Roofing Company Instagram Posts

Like with any PPC roofing ad, Facebook and Instagram ads should have a clear message as well as a call to action.

While not required, these ads that boast images and videos tend to be much more successful on these platforms.

These ads can direct your viewers back to your social page to increase likes, follows, and engagement or link to a landing page to maximize website traffic and conversion rates.

Other PPC Advertising Opportunities

Along with Facebook and Instagram, there are PPC marketing opportunities for your roofing company on just about every social platform. YouTube, TikTok, and Snapchat offer PPC advertising plans that operate mainly off of keyword bidding and audience selection and can help expand your reach even further.

Like with leading PPC platforms, these ad hosts provide customized budgeting, sometimes without a minimum dollar amount, and offer analytics tools that can help you hone your campaign for maximum results.

YouTube provides a unique PPC platform that displays your ad at the beginning of other videos and the right link bar. This unique ad display format allows users to view your videos with a clickable link that encourages conversion.

Other social media platforms like Snapchat and TikTok also provide PPC marketing plans and tools you can utilize to build backlinks, aggregate new web traffic, and build followers and engagement on the social site itself.

Organic Roofing Advertising on Social Media

While PPC campaigns have proven to have a remarkably high success rate, don’t discount the value of organic advertising on these platforms. After all, these platforms exist for making a connection, so why not take advantage?

With over 2 Billion users, social media platforms can help maximize your reach and web traffic. However, using each platform appropriately and productively takes planning and organization.

Productive Posting

The biggest problem most businesses have with social media posting is deciding what content is most beneficial. Studies show that content that provides helpful information tends to carry the most engagement.

In fact, in a survey by Edelman, 63 percent trust businesses. Therefore, using social media platforms to deliver helpful advice and information can dramatically boost your reach and web traffic.

To create a productive social media account for your business, try these tips:

Post Regularly: Social media posts typically have a shelf life of one hour to one day. Post regularly to keep your brand at the center stage.

Use Rich Media: While not required, social posts with images or videos are twice as likely to attract views and engagement.

Use Keywords: Like in searches, keywords matter in social posts and boost visibility and reactions.

Include Links: Along with your post, include calls to action and links back to your roofing site for ultimate results.

Screenshot of Rich Media Within Facebook Posts for Roofing Company

Using Video and Images in Your Posts Helps Boost Post Engagement and Response

Social Media Analytics to Improve Ad Efficiency

Along with your company’s social media account, the platforms provide you with an array of analytics tools that can help you identify the best advertising avenues for your business.

These metrics provide information on engagement levels, sharing, new followers, and more to give you a comprehensive overview of your social media advertising efforts.

Use these metrics to hone your campaign and posts and create content that engages your prospective clients.

Increase Ad Productivity With Remarketing

Remarketing is a digital marketing technique that uses tracking codes to collect visitor information and re-present relevant marketing material. When your site’s HTML contains remarketing code, a visitor who views your roof repair webpage may later see an advertisement for free roof inspections.

This form of marketing boosts response and conversion rates by presenting information to viewers who have already visited your content.

Google Remarketing

On the Google platform, remarketing efforts are set up as campaigns and established through its metrics. You can design your remarketing campaign to reflect viewers who searched past keywords, past viewed content, or even website behavior to hone in on the precise audience.

You can schedule ads to appear at different stages of the conversion process to offer special deals that encourage goal completion, or they can present information on products and services that your viewers previously accessed.

By using Google remarketing, your ads are nearly 70 percent more likely to be viewed.

Facebook Remarketing

Like Google, Facebook offers remarketing efforts for your PPC campaigns. This platform uses a code snippet embedded into each page of your site and tracks customer behavior.

Then, your ads are remarketing to these viewers while they are visiting Facebook, either on their news feed or on the link graph located to the news feed’s right.

Remarketing to these customers re-presents information with which they previously engaged. These ads may possess more details, a special offer, or another call to action that encourages the viewer to complete your goal. Facebook easily tracks these efforts through the analytics platform.

Roofing Keywords and Their Importance

Whether you’re working on your roofing SEO or creating a PPC marketing ad, keyword research is crucial to your project. Keywords are the main terms that the general public uses when performing searches on Google and other search engine sites.

Bot crawlers use these terms to index websites and ads according to content and search relevance. Without proper keyword usage, your site and ads will not appear in searches.

Luckily, many reputable programs and platforms help you identify the best roofing keywords to use on your roofing site and in your PPC ads.

Programs such as MOZ and SEMrush provide important keyword metrics such as volume, cost per click, and competition, which can help you identify the most beneficial term group for your ads.

When planning which roofing keywords to implement into your marketing efforts, you want a combination of keyword types for the best chance of appearing in searches and on news feeds.

While national keywords such as ‘roof repair‘ and ‘roof replacement‘ get searched the most, the cost per click can be steep, as can the competition.

To get maximum reach, include local and service keywords like ‘foam roof installation in Dallas, TX‘ or ‘wood shake roof repair‘ that are more specific and carry a lower cost and competition rate.

These types of keywords provide a better ROI for your roofing marketing and offer more promising roofing leads for your company.

To identify the best keywords, evaluate these key metrics:

Volume: Information on how many users performed searches for this keyword

CPC: Dollar amount it will cost every time a user clicks this keyword in a PPC ad

Keyword Difficulty: How difficult it will be to outrank your competitors for a top spot in searches

Competition: The level of competition between bidders

CTR: The percentage of clicks that are available for organic searches as opposed to PPC and other ads

These metrics and reports give valuable, up-to-date information for each of your keywords.

The reports can tell you the likelihood your term will appear in organic and paid SERPs, how steep the competition is for the word, and how likely the term will be successful when used on your roofing website or ads.

Professional Roofing Ad Design

While digital advertising is today’s best way to reach potential customers, the technicalities and actions require skill and know-how to outrank your competition.

Our team at Roofing Webmasters has the experience and knowledge to develop an advertising plan for your business that expands your reach and boosts ROI.

We provide a customized marketing plan that fits your target market and encourages lead generation.

Feel free to reach out to me personally, Nolen Walker, the owner of this great agency.

Grow Your Business.

Call Today: (800) 353-5758

How to Optimize Roofing Instagram Captions

Optimizing roofing captions for Instagram is one of the most efficient ways to scale your roofing company’s social media presence in 2024.

According to Statista, Instagram has 143.35 monthly users in the U.S., which means optimizing Instagram captions can have broad implications.

Statista Instagram Users Data (Screnshot)

Monthly Active Instagram Users in the United States (Source: Statista)

Best Practices for Roofing Instagram Captions

The key to optimizing roofing Instagram captions is appropriately reflecting your company’s brand, authority, and mission statement through the caption.

Avoid captions you wouldn’t publish on your company website or verbalize in a conversation with a client.

To stay on track, stick to the following principles:

Use a Keyword That Matches the Image
Avoid Impulse Posting
Utilize Emojis
Include a Call to Action
Avoid Overdoing Hashtags
Insert Humor or Puns When Appropriate
Be Human, Not Robotic

Showcasing recent reviews from real customers serves as great content for an Instagram post and an accompanying caption.

How The Instagram Algorithm Works In 2024

Instagram’s algorithm favors fresh, up-to-date content. Roofers should post consistently about recent projects, weather-damaging storms (when relevant), and cutting-edge industry trends. By sharing timely content, roofers provide the algorithm with what it craves most.

Engagement Optimization

Posts that are provocative and evoke emotions from Instagram users are the most likely to receive engagement (clicks, comments, interactions) and reach a broad audience.

While some roofing companies have leaned into this strategy, you must also walk a fine line between engagement and absurdity. You don’t want to post anything that will reflect poorly on your brand and cost you sales or customers.

Finding the appropriate sweet spot is how you benefit from the algorithm without risking credibility.

Instagram Stories

The algorithm that drives the Instagram feed — where you see a steady stream of reels and still images from people you follow and sponsored posts — is tricky to crack artificially, and let’s be frank; most people don’t want to see a company’s self-serving content.

However, Instagram Stories have allowed companies to improve their visibility and create a welcomed alternative to overly-staged content that so many complain about with Insta.

In fact, Later, an Instagram scheduler platform identified authenticity as one of their Instagram marketing trends. (They also have a great article about how to use Stories as a business to make the most of Instagram for roofers. Give it a read!)

Stories tend to get more play these days, and Facebook even introduced this feature into their platform, given the warm reception. This is a fantastic way to set your roofing company apart from the rest and to show up uniquely to potential customers.

Share some behind-the-scenes looks at roof repairs (don’t forget to hashtag those roofing keywords. #roofrepair), spotlight your fantastic team with some quick interviews focused on fun questions (like favorite foods, TV shows, or most beloved thing about your city), and share your posts on Stories too.

Remember: users may interact with Stories but miss your post on their feed, so show up on both to maximize access to your great content.

Content Marketing For Instagram

A Forbes article about Instagram Marketing gave sage advice: “Post often and proactively engage with your audience.” Not only are you shooting for quantity (frequent posts), but quality matters, too.

If you plan to foster relationships with followers — or even try to reach those who don’t already follow you via sponsored posts — you’d better think about what they want to see from you and deliver that.

Every marketing channel aims to increase your brand awareness and (hopefully) increase sales, but lead with industry expertise to establish yourself as an authority in the roofing services realm.

Follow with a desire to deliver content that is helpful beyond an explicit CTA (“call to action”), such as warning signs that [your] roof might be damaged after a hailstorm.

Prioritize Relationships For Awesome Instagram Marketing

I shared earlier that active engagements, such as comments and DMs, are the name of the game to perform well with the current Instagram algorithm. To keep this from becoming forced or painful, approach Instagram as an online community with a massive potential for an invaluable referral network.

Think about it: Followers essentially allow you to market to them regularly.

This is amazing! And while the focus isn’t just on gaining new followers — although that will likely follow as you offer must-see content and interact with other users and brands — it’s a great mindset to anchor your social media strategy.

Use Captions and Stories Questions To Interact With Followers

While you don’t need to do it with every single post (that could get annoying), be sure to invite Followers to comment on posts via the captions you write for a given image.

It doesn’t have to be explicitly related to roofing, as you may get more responses by asking users to share their worst home repair experience or best moment in their current home.

Stories, as previously discussed, are an entertaining, authentic way to capture the attention of Instagram users. You can include stickers and text to increase your appeal, including the Questions function, which allows you to pose a question and collect responses.

You can share these responses after the fact or simply use this as a launching point to interact with respondents via Direct Message.

Some questions you could pose on Stories to initiate communication:

How do you feel about our current weather? Love or hate? (Could be a fun poll, too!)
Metal roofs are all the rage… How do you feel about them? (#fixerupperobsessed)
Tell me your favorite neighborhood in town to house hunt!
What is your biggest concern when hiring a home repair professional?
What was the biggest factor when choosing a new roof for your home?

Example of Instagram Stories for Business Engagement

Example of Instagram Stories and Questions feature for business engagement

Instagram Direct Messages: Response Time Matters In The Algorithm

If I recall correctly, I’ve seen the “magic threshold” as less than 4 hours of response time to demonstrate good engagement with Instagram users who send Direct Messages (“DMs”), which are basically private messages sent within the app. However, the goal should be reasonable and helpful.

If you can set up notifications to let you (or whoever is managing your social media marketing) know when there is a new DM, this will increase the likelihood that you can respond in a reasonable time frame.

With about 145 million monthly active users, it makes sense to utilize this platform for as much of their communication as possible. While comments may not be as time-sensitive in terms of responsiveness, you should still encourage ongoing engagement by, at the very least, liking the comments on your posts.

Ideally, you comment via the reply function, demonstrating to other followers that you’re genuinely plugged in and desire to cultivate relationships. This goes a long way and will help keep your content in view for more and more users.

Treat Instagram As Another Lead Channel

At the end of the day, you don’t have to employ every tip and trick out there to leverage the Instagram algorithm to boost your roofing SEO. But if you focus on treating this platform and its users as legitimate lead opportunities, you’re far more inclined to optimize well and reap the benefits of this robust network.