Author Archives: Roofing Webmasters

Roofing SEO Conference 2020

Search marketing is an ever-changing landscape of Google policy changes, established practices, newly-minted tactics, and revolutionary software. Put simply, the rules and strategies that guide SEO (search engine optimization) change from year to year. Even our seasoned team of search marketing professionals have to actively test and research new methods to keep up with the shifting industry.

That’s why we go to conferences!

Jason and Nolen arrive back on the scene, fresh on the cusp of one of the most influential search conferences in the nation (maybe the world). As usual, they have some helpful insights to steer your business towards sweet success! Whether you’re just now entering the online search scene or you’ve competed for years, be sure to listen in.

Key Marketing Lessons for Roofing Companies

  • Roofing SEO is a step-by-step process, not a single fix-it solution.
  • PPC is good by itself. With SEO, it can be fantastic.
  • SEO “basics” are requirements for your business to show up in search, but businesses need to go beyond the basics to earn premium rankings.

What Hasn’t Changed in SEO

With all the flashy revelations that fly across our attention span, it’s easy to lose sight of the core principles that haven’t changed. Search engines continue to dominate marketing as a primary source of revenue. That means roofing SEO is even more essential than it was just a few years ago. If you aren’t competing for leads through this digital channel, you are probably missing out on tens of thousands of dollars every year, minimum.

With that being said, opportunities to get your company up and running online are still very accessible. Even if you don’t have the necessary expertise to market online, somebody else does.

If you’re eager to reap the substantial rewards of search marketing, now is the time to get active. To help you, we’ll re-touch on the basics of SEO and local search. Then we’ll get into the more advanced tactics you’ll need to go from entry-level competitor to front page material.

Let’s dig in!

A Roofing Company That Engages in Search Marketing
A Company Website is Only the Beginning of Your Journey to Search Marketing Success.

Your SEO Baseline Reqs

Anyone can start a social media profile or run an ad, but what are the bare essentials to start building your online brand presence? First, you’ll need a website!

Newly-minted roofing companies aren’t always flush with funds, so we understand if you need to begin with a free template design. If you have the financial capacity however, we highly recommend you find a seasoned firm that offers search-optimized web design. The enormous difference in lead potential will quickly help you recoup the costs.

The SEO Bare Essentials List

  • Company website, with optimized service pages
  • Google My Business (GMB) listing, claimed and verified
  • Citations from BBB, Yelp, Manta, and other established brands
  • Client reviews and recommendations
  • Facebook Business profile
A Roofing Company's Facebook Business Profile
This Roofing Company is Prepared for Recommendations and Client Interaction.

Getting your business information listed across multiple reputable platforms is also a crucial part of growing the brand online. Not only does this create additional exposure and review potential for your company, it also creates a stronger sense of accountability and trustworthiness. The more places Google’s search engine detects your brand, the more likely it will recommend it through higher rankings.

Keep in mind, these are just the basics your company needs to accomplish in order to show up in search. In recent years, we’ve seen more and more roofing companies manage to achieve these requirements. If you really want to succeed and earn premium rankings (and the resulting leads), you’ll need to go above and beyond what other businesses are doing.

As we say at the Webmasters, “You don’t have to be perfect. You just have to be the best!”

Above and Beyond

What sort of tactics allow a fledgling brand to rise above the rest in local search marketing? Again, quality web design plays a huge role here. A capable site incorporates simple navigation with keyword-rich service pages. This enables the site to rank for a much wider variety of phrases!

If you want to go above and beyond, start infusing your site with schema code. Schema code helps communicate the purpose and meaning of different page elements in a way that Google’s search crawlers – picture little bots scouting and indexing new site content – can easily understand. It takes some dedicated research and effort to update your website with schema, but it’s worth the effort!

Explaining Schema and Microdata
Schema.org is a Resource for Schema Code Developed by Google and Other Industry Experts.

Supercharged Client Reviews

As we mentioned before, client feedback plays a key role in establishing your brand reputation online. The more positive reviews come in, the more likely Google’s algorithm is to recognize your company as a reputable and reliable choice for local consumers. Of course, anyone can gather reviews.

If you really want your brand to stand out, try supercharging your client reviews with geotagging software. Geotagging adds GPS data to reviews, the kind of data that Google absolutely craves! The search engine sorts through countless contracting companies every year. Roofers with geotagged jobsite check-ins and reviews however, provide undeniable evidence of their service area.

In simple terms, Google sees actionable evidence of where you work and directs more traffic from those communities to your website.

At Roofing Webmasters, we use integrated software called Righteous Reviews to provide geotagged check-ins and reviews for your website. That’s just one reason why our roofing clients enjoy front page rankings and exceptional lead quality. We’d love to talk with you about your growth goals. To learn more about our services and become a local search champion, talk with one of our experts for free at (800) 353-5758!

More Resources from Roofing Webmasters

Articles and Podcasts
Mega Roofing SEO Changes in 2020 (Podcast)
Online Marketing for Roofers Just Starting Out (Podcast)
– How to Promote Your Website & Improve Traffic (Article)
Savage Exteriors Inc. (A Webmasters Case Study)

Related Marketing Services
Roofer SEO Services
Brand Development for Roofing Companies
Quality Content for Roofers

Posted: | Updated: Nov 19, 2019 | Categories: Podcast

True Client Stories: Roofing GMB Nightmare

We’ve all heard the tales of marketing disasters, but few professionals fully understand just how close they could be to losing serious business online. In our latest podcast, Nolen tells the scary story of how a once successful roofing professional last over two thirds of their annual revenue ($2+ million) thanks to some unfortunate online mistakes! If you ever feel worried about the future of your lead generation, be sure to listen in.

Key Lessons for Roofing Professionals

  • Your Google My Business account plays an essential role in local search results!
  • Trying to manipulate the rankings of other companies is a recipe for disaster.
  • Relying exclusively on reviews and referral traffic can lead to sudden drops in lead generation.
  • Make sure your company has an organic presence to work off of.

A Shaky Foundation

Every seasoned industry professional knows that even the strongest roofing system is only as sound as its supporting framework. Without a solid foundation to rely on, a roof can quite literally implode on itself. One roofing company owner – we’ll call him “Bob” – found out the hard way that this concept applies to online search marketing as well!

In fact, a handful of mistakes cost his business over two million dollars in one year!

Bob ran a very successful company. With years of experience under their belts, Bob’s team managed to complete hundreds of roofing projects each year. Much of his business arose from repair and replacement jobs, as the company operated in one of the top hail-prone states in the country. His staff consisted of over 30 people, and the business still saw fantastic profits year over year. Unfortunately, all Bob’s success came crumbling down around him one day.

A Painful Local Search Mistake

Bob’s company did little in the way of marketing online, with the exception of collecting reviews. The company’s Google My Business account had yet to be verified. His website lacked essential optimization factors that could elevate rankings in local search. He didn’t even have to advertise very often. Like too many contractors and owners, Bob assumed that the company could coast along in reviews, so that’s where he spent his efforts. 

That’s where he made the gravest mistake of all.

A Customer Leaves a Review for a Roofing Contractor
Bob Accidentally Violated Google Quality Guidelines by Offering Discounts for Reviews.

Bob wanted to encourage people to submit reviews for his company, so he offered $50 gift cards for anyone who would provide them. In the man’s defense, he wasn’t trying to coerce or bribe people for better ratings. His team already did great work, and the reviews created were from real, happy customers.

That didn’t matter when Google found out about his practice. It seems an unhappy former employee contacted the search engine and informed on his boss’ practice. Since this violated Google’s quality guidelines, they closed down Bob’s GMB account. Almost overnight, Bob’s roofing company went from premium rankings to practically disappearing in local map results.

A Difficult Lesson

Bob made an honest mistake when he incentivized reviews. Regardless, his company went from earning $3+ million in revenue to less than a third of that. He contacted Google, eagerly sought out his error, and apologized. Google reinstated his account, but Bob’s company still hadn’t recovered when they came to our team at Roofing Webmasters for help.

His company signed on, and we’ve worked very hard to restore Bob’s company to their former online glory. It’s been a challenging journey. The shaky reviews-only foundation that had supported the business collapsed when the GMB account was suspended! Because the company had practically zero search engine optimization for their website, no one could find the brand when they tried to search local contractors. 

We’ve since started overhauling Bob’s website so he can start ranking again, but it’s going to take some time before his team fully recovers.

An Example of a Well-Optimized Website
Even in Rare Search Mistakes, Well-Optimized Sites Like This One Can Bounce Back With Steady Organic Traffic.

How Can You Avoid Bob’s Mistake?

There are a few key activities you can tackle to lessen your chances of a major marketing disaster like Bob’s. First, make sure that you’ve claimed, completed, and verified your Google My Business listing. While verification methods change from time to time, you should be able to get your roofing company taken care of within a few weeks.

Second, invest in a quality, search-optimized website. A sturdy website should have dedicated pages for each of your services. We see companies that provide dozens of services strip down their list to two or three, then jam-pack those few pages with way too many keywords. Instead, craft a handful of pages for your top categories (such as residential, metal, and commercial roofing), then create sub-pages beneath each of those with all the related services. Take time to work related keywords into every page in a way that reads naturally.

Finally, make sure that your company is consistently asking customers with reviews. Of course, you should avoid any sort of practice that could be interpreted as incentivizing reviews! If you ever feel unsure about a particular practice, check out Google’s Webmaster Quality Guidelines

How to Earn Leads and Avoid Search Penalties

  • Register, claim, and verify your GMB account.
  • Create a custom, keyword-optimized website with dedicated service pages.
  • Collect reviews from a variety of sources (Yelp, Google Reviews, Manta, etc)
  • Get listed with citation sources, such as the Better Business Bureau.
  • Never offer incentives for reviews!
  • Never try to mess with reviews or listings for competitors.
  • Consult Google’s webmaster quality guidelines.

If you’ve been hit with a serious Google penalty, our team at Roofing Webmasters would love to help. Contact us anytime at (800) 353-5758 for a free consultation!

Other Resources from the Roofing Webmasters

Podcasts and Articles
14 Roofing Sales Strategies to Boost Income Potential (Article)
Roofing Marketing: 22 Proven Tips for Contractors (Article)
Skin in the Game with Roofer Marketing Dollars (Podcast)

Related Services
Google My Business
Google Maps for Roofing Contractors
Local Search Marketing for Roofers

Posted: | Updated: Nov 25, 2019 | Categories: Podcast

9 Qualities of The Perfect Roofing Landing Page

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

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Considering the inescapable volume of advertising and other marketing noise we hear on a daily basis, it’s no wonder that the majority 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 how to construct a winning landing page design (or reoptimize an existing layout). 

Let’s dive in!

Elements of a Landing Page
Landing Pages are Designed to Target a Specific Audience Coming From Specific Channels.

What is a Landing Page and How Does it Work?

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.

These specialized and (often) temporary pages are designed with the consumer’s place in the sales funnel in mind. 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.

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, 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 ahead of time what you want to get out of your landing page. 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 into 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), as well as 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 talk about 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? It might be the logo, but most likely the header caught your attention first. When it comes to landing pages, your header needs to instantly convey what the page is all about. The best headers focus on the potential client’s benefit, establishing their stake in the offer to come.

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.

A weak or overly-cheesy header can put a bad taste in their mouth however, 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 continues the focus on user benefits too. 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 personally connect with each reader. 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 reward is greater than or equal to effort, then adoption rises.

This Roofing Landing Page Uses Two Calls to Action
The Free Estimate Offer on the Left Involves Very Little Participant Effort, Increasing 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. Just as we appreciate highway lane divisions and drive-thru arrows, online readers appreciate instructions. 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 are at communicating 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, 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 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) call to actions that are 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. But 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.

Need Help With Design?

According to reports, Google Ads alone earned over 116 billion dollars in revenue. Clearly, businesses have faith in the power of advertising. However only 22 percent of US consumers believe brands can provide the exceptional customer experience they crave (eMarketer).

If your company can learn to better 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. To learn more about our web design services, contact us today at (800) 353-5758!

Posted: | Updated: Nov 6, 2019 | Categories: PPC

True Client Stories: 34 Minutes and 34 Seconds Of Roofer Story Hell For Nolen

It’s a story we hear over and over again. A roofing contractor tells of how digital marketing companies have cheated them in the past. The frustration is so intense, so palpable at times, that contractors can’t even move forward and escape their situation. That’s the greatest tragedy.

We understand what it feels like to be disappointed and anxious. In today’s podcast, Nolen and Jason discuss real world contractors who’ve gotten stuck in a vicious cycle of marketing failure. Thankfully, your business doesn’t have to settle for mediocre business growth! We’ll explore how your company can start over again with a new, productive marketing plan.

Helpful Tips for Roofing Professionals

  • Before trying to fix your marketing plan, try taking some time to clear your head.
  • Use Google Analytics to see where your website is falling short.
  • See what the top roofing companies in your community do with their website strategies.
  • Try consulting with an expert before committing to one particular strategy.

Turning Frustration into Action

How can you take months (or even years) of disappointment, and turn them into success for your roofing company? It’s an arduous process, but we’ve seen so many businesses turn their marketing around with fantastic results. It all starts with examining your current situation, removing hindrances, evaluating your strategy, and making baby steps towards success.

You don’t have to have the perfect marketing plan to earn a place among the top local companies.

This process does require a clear head however, so give yourself some time to calm, organize your thoughts, and (if necessary) get alone by yourself. Anxiety only hinders your ability to plan, and online marketing strategy requires clear thinking! If necessary, you can talk about your current situation with a seasoned marketing expert, but try to do some research by yourself first.

Step #1: Make Your Exit

What’s the first step to escaping mediocre marketing results? Part ways with your current marketing strategy. That doesn’t mean you have to get rid of every marketing asset you have. But you do need to recognize which aspects of your plans are not contributing to your company’s success.

Online Marketing Graph Information
Your Marketing Company Should Be Able to Show Provide Proof of ROI.

Now, hopefully you have enough control of your online marketing program that you can determine which elements are actually producing leads. If not, that’s okay. A lot of businesses who pay an agency to manage their marketing end up with little understanding of what’s actually going on month to month. In cases where your marketing company shows no results after years of work, it’s often best to simply walk away and start fresh.

As you restart your online marketing, there are a few crucial assets to maintain.

  • Your Domain Name – if you have a long-time domain name, don’t get rid of it!
  • Your Brand – closely tied to your domain, your seasoned brand may still offer value.
  • Your Social Media Accounts – again, seasoned accounts are important for your brand.
  • Your Local Citations – don’t get rid of your profiles just yet, even if you have poor reviews.

Some experienced companies mistakenly get rid of these valuable resources. Hold onto them for now, especially your domain name! It’s a source of credibility and trust for your business. Without it, you will truly be starting over in your online marketing efforts.

Step #2: Reassess Your Strategy

Have you built a solid foundation for your local search performance? Most businesses haven’t, assuming that their marketing company can just flip a switch and enjoy instant success. In reality, real results demand careful preparation, website design, and reputation management. It won’t come by paying another business for mediocre leads either!

Take a sheet of paper (or a digital spreadsheet) and write down every marketing channel you’ve directed funds to over the last year. Examine each channel, and determine whether it’s contributing to immediate leads or long-term business growth. Here’s what your sheet might look like…

Digital Marketing Expenditure Report
Notice the Relatively Low Investment Towards Long-Term Company Growth.

Are you actively investing money towards building up your brand value, or has your marketing been focused on creating immediate leads? Channels like Google Ads and Lead Sales won’t contribute much to your long-term company growth, especially if you don’t have an optimized website to support them! We actually love Google Ads at Roofing Webmasters, but they work best for supplementing your leads, not driving them.

If you think the above report seems a little too highly priced, you’d be amazed how many contractors spend tens of thousands of dollars per month without earning a satisfactory return on their investment. For now, focus on understanding where your funds have been going, so that you can remember which channels aren’t producing good results for your team.

Step #3: Step Towards Success

Now all of this careful planning is wasted if we simply throw up our hands and swear away marketing. Once you’ve gotten a clear picture of the digital marketing channels that aren’t providing real growth for your business, it’s time to start taking steps towards success. Baby steps, mind you!

If you’ve discovered some areas missing in your marketing strategy, now is a great time to fill in the gaps. Here are some extremely valuable actions you can start on immediately!

  • If you haven’t already, claim, complete, and register your Google My Business account.
  • Contact Yelp, the BBB, Manta, and other citation sources and get listed.
  • Start a Facebook Business page and provide your contact information.
  • Train your team on how to ask for reviews after every successful project.
A Google Analytics Showing Upward Growth Trend
Upward Growth Takes Time, But You Can Start Taking Steps Now!

Follow these steps, and you’ll be well on your way towards developing lasting growth for your roofing business! If you need an experienced web design team to help you with your website optimization, our seasoned pros at Roofing Webmasters would love to partner with you. We’ve supported hundreds of businesses across the US, producing better search rankings and higher traffic.

For a free consultation with one of our SEO professionals, call us at (800) 353-5758!

Other Resources From Roofing Webmasters

Related Podcasts and Articles
Roofing, Marketing, and the Truth About Leads (Podcast)
Skin in the Game with Roofer Marketing Dollars (Podcast)
14 Roofing Sales Strategies to Boost Income Potential (Article)

Helpful Services From RW
Roofer SEO Services
– Website Design for Roofing Companies
Online Citations For Roofers

Posted: | Updated: Oct 31, 2019 | Categories: Podcast

6 Reasons To Print Roofing Company Business Cards

Roofing Company Business Cards Blog Banner

For those of you out there who have your own roofing company, you know how crowded the industry is and how difficult it can be to get the attention of prospective customers. After all, there are so many different roofing companies that are all vying for a limited number of customers.

That is why it is imperative to have all of your bases covered and to make sure that you are trying to get in front of your customer base in any way possible. Every single way matters and every set of eyes that you can get focused on your product, the better chance that you have of turning those into sales that will affect your bottom line.

What you might not have realized is that there is one tactic that has been considered outdated but that definitely can have an impact on your business: printing business cards. It is somewhat of a misconception that the business card is dead, but it definitely is not.

Believe it or not, they remain a useful tool for connecting personally with customers, clients, and prospects. The fact of the matter is that there is no substitute for face-to-face interaction and that is exactly what using a business card represents: a face-to-face interaction for your company.

There are definitely a number of reasons that you, as a roofing company, still need to implement business cards into your attempt to connect with customers. Here are a number of different reasons why you need to be adding business cards into your repertoire if you aren’t already.

Not everyone has a smartphone

While a whopping 77% of Americans now own a smartphone, there are some (particularly the older generations) that do not own a smartphone. They provide a more simplistic way to get information and to communicate with others.

Because of this, there are avenues that are necessary to communicate with that other 23% of Americans that don’t have a smartphone. Having business cards available and in-hand to hand out to those prospective customers will help to close that potential communication gap and it will put your business in the consciousness (and hand) of those prospective customers.

Even with smartphone users, having business cards to put in the hand of those prospective customers is hugely beneficial. It gives those customers something to think about and, if they are interested in your business, they can implement your contact info into their phones for future reference.

Business cards enhance your legitimacy

Do you know what business cards can bring to your business? A sense of professionalism and legitimacy. One of the preeminent things about appealing to a customer is a sense of trust and professionalism. If you can achieve those two things, you have a leg up on the competition.

To verify the legitimacy of your business, prospective clients will be looking for a few different things:

  • Who you are
  • What your business can do for them
  • Where your business is located and where you serve
  • How to bet contact you

Introducing your business to prospective customers through business cards can boost the legitimacy of your business immediately and let anyone who sees them know that you are ready for business and that you are serious about how your company presents. Not only that, it builds awareness for your brand and business as well.

You need human connections

One of the downfalls of the digital age is that it can make most connections feel very impersonal and robotic. After all, there is a screen between you and the other person, making it as impersonal as it gets. Sure, you can exchange information and converse far faster and easier than ever, but there is no way to participate in a trust-building conversation with another person.

Digital communication lacks a lot of essential elements of communication: interest, small talk, eye contact, authenticity, the handshake element. Those things might seem small and unimportant, but when added together, they make a huge difference in a new interaction.

When you hand out business cards, this is a great way to develop those human connections that can really make a business relationship come together. It allows you to converse with those potentially interested parties and let them see you instead of the brand that you are working to develop. There have been many companies that have thrived thanks to those personal interactions and they are certainly easier to develop when you can flash a business card in front of those prospective customers.

They help to facilitate the networking process

As a business owner, you are probably already aware of just how important it is to develop business relationships with professional contacts. To do this, there are several avenues: face-to-face interactions and conversations, emails, phone calls, social media communities, and many other things.

What you might not know, however, is that 85% of respondents to a recent survey preferred face-to-face meetings due to the ability to build stronger and more meaningful relationships. When building a high-quality professional network, those types of interactions can be hugely beneficial. Not only that, but they are also a great setting for conversations with like-minded professionals that share similar skill sets, interests, and goals.

If you are attending one of these in-person business networking vents, having your business cards is a must. They make it far easier for those who are interested in following up on one of the conversations that you have and their business cards will give you the information that you need to potentially follow up with them.

They put a face to your brand

Your business cards are a visual representation of your business’ overall identity. And while that is great, it can still leave your business without a physical face to represent it. This is where handing out business cards really comes in handy: they put a physical face to your brand and business.

Especially at the aforementioned networking opportunities, they allow your contacts to put a face to a business and feel a more personal connection to your business. When you effectively design your business cards, they can represent your brand’s personality, message, and overall values. This can have a very positive influence over how recipients of your cards view your business.

These emotion-invoking elements of your business card can make your brand recognizable and, if done correctly, can turn those interested prospects into the paying customers that your business needs to survive and thrive.

Creative cards are likely to be shared

It goes without saying that awareness is a major factor when it comes to business growth. When people know as much about your business as they can, they are more likely to pay for those services or products. It is part of the trust factor that is essential between a potential customer and a business.

Getting that attention that your business needs can be a bit of a challenge, but having creativity in the marketing field can help to expose your brand to that targeted audience and market and make your brand more recognizable to those potential customers.

When you distribute a creative business card, this is a great way to capture the attention of prospective customers as well as potential business contacts. If you have an innovative and interesting business card, it can impress those people and make it more likely that they will share that business card with others that they know.

This is good for two obvious reasons: it increases the awareness of your brand and it further increases the chance of the referrals that your business needs to continue growing and thriving.

Conclusion

Business cards might seem like an outdated form of marketing, but they still hold an essential place in the business world for all of the reasons outlined above. Growing your brand and developing relationships, both in the business and personally, is a huge challenge and you need all of the help that you can get.

Business cards provide that help by giving some personality to your business as well as a face for others to associate with that brand. This gives your business credibility, personality, and viability that it would not have otherwise. Building all of these inroads is important as that can mean the difference between a prospective customer and a lost contact.

Make sure that you take the time to create an informative, interesting business card that will grab the attention of anyone that you hand it to. You want people to remember your business and having an attention-grabbing business card is a great way to do it.

While there are certainly a number of different marketing ideas out there that are worth their weight, business cards should not be forgotten. Use them to create and develop those in-person relationships with prospective customers and fellow business owners and see the growth that you feel your business should have. Take any avenue that you can to make this happen and your prospective clients will notice your business like never before.

Create Your Digital Business Card With a Custom Website

Posted: | Updated: Oct 30, 2019 | Categories: General

Online Marketing For Roofers Just Starting Out | Roofing SEO Podcast

The best way to kick off your online marketing is with an open mind, and zero assumptions. Marketing changes year after year, and the strategies that guided roofing professionals 5 years ago don’t always apply to today’s standards. Thankfully, your first steps toward building your brand and earning online leads are pretty simple!

Below, Nolen and Jason chat about claiming your domain name, setting up your Google My Business account, and earning reviews. Be sure to listen in if you’re operating on tight-marketing budget, because most of these steps are either free or very low-cost. Let’s get started!

Helpful Tips for Roofing Online Marketing

  • Local SEO begins with three key elements: your GMB listing, website, and reviews.
  • Cheap is better than nothing! Even a cheap website can start building equity for your brand.
  • Reviews heavily impact your results in local search, so keep asking for them!
  • Avoid complications later by getting your domain name registered under your business.

Just Starting Out

Even the idea of building your own roofing company is still fresh in your mind. You don’t have any website, specially wrapped trucks, or even a brand to speak of. You’re in the perfect place to craft a successful, optimized online marketing strategy! It all begins with three simple, yet crucial steps.

How to Begin Your Online Marketing

  • Step #1: Pick and Claim Your Website Domain
  • Step #2: Claim Your Google My Business Listing
  • Step #3: Craft Your Starter Website

Depending on the competitive nature of your service area, you should be able to complete these steps for a few hundred bucks (maybe less). With that being said, these are tasks you need to nail. So let’s take a little time to dig into each marketing task.

Choosing Your Domain Name

A huge part of your online branding, the company domain name heavily impacts how easily people find your business. So many roofing businesses struggle with the selection process however, because they’re suffering from outdated strategies. Ten years ago, the most powerful domain name you could pick was your city name, plus “Roofer”.

Try employing that same domain strategy today, and you’ll almost certainly fall into the back pages of local search (where no one ever clicks). 

Online Marketing Results in Local Search
A “Dallas Roofing Company” Domain Would Almost Never Win the Front Page Results.

When a potential customer makes searches for “(city) roofer” now, they’re presented with results dominated by local guides, lead sellers, and listicle articles dedicated to the most experienced contractors in the area. Google can’t distinguish these domain names from a general search, dramatically reducing the chances for a company with that name to succeed.

In short: don’t pick your city with a generic roofing term for your domain, or no one will ever find you.

Nailing the Domain Name

Aim for uniqueness. If your domain stands out from the established roofers within 50 miles, that’s a serious win. There are a few tactics to distinguish your brand from other roofing companies:

Your domain name doesn’t have to be funny or clever to succeed. Just make sure that it’s clear enough for people to remember and Google to distinguish from general industry terms. Follow these guidelines, and you’ll have a very good start for your online marketing!

Online Marketing Tool GMB
Google My Business Makes it Possible for Your Business to Show Up in Map Searches.

Claim Your GMB Listing

It’s free. It’s uncomplicated. It’s essential. If you want your roofing company to appear in Google Maps searches, you must claim and complete your Google My Business listing.

All you have to do is fill out all the necessary contact / location info, answer any industry-related questions, and go through Google’s verification process. Your GMB listing information should be the same details you use for all your other citation sources. When you claim a Yelp company profile (for instance), be sure that even your address abbreviations perfectly match those in your GMB account.

When your GMB listing finally activates – this usually takes a week or two – you’ll also gain access to a company Knowledge Graph when people search your business directly. From there, potential customers can access your reviews, website, company number, and much more! You can even create promotional posts in your GMB account specifically for the Knowledge Graph.

Build Your First Website

One of the great perks of starting an online website these days is that you have access to a host of great starter templates. While they don’t have the same schema coding or professional SEO of designer sites, you can always start with a free template to get business going! Simply having an active website contributes to your domain’s searchability as your business ages and earns new customers.

Even if They Don’t Offer the Best Results, Cheap Website Templates are Much Better Than Nothing!

Start by choosing a color scheme and layout that’s appropriate for your community and client type.

From there, most templates allow you to add pages for each of your roofing services. You’ll want to consolidate them under a handful of service categories (we generally recommend sticking with four or less), because this makes it easier for people to find their desired solutions. Make sure your pages are keyword-optimized, then craft a company blog post at least once a month. Faithfully complete these tasks, and you’ll be leaps ahead of the vast majority of roofing contractors in your community.

Looking for an SEO Expert?

Building a sustainable roofing business is a real challenge, especially in more competitive markets. With that being said, these beginning steps will take your business a long way towards creating a successful brand! As your company grows, you’ll be able to invest in more refined website design, PPC campaigns, and social media outlets.

When that day comes, our team at Roofing Webmasters would love to help take your brand to the next level! Our roofing clients regularly earn page one rankings for dozens of keywords, producing higher traffic and better quality leads. You can consult with one of our seasoned experts by calling the team at (800) 353-5758!

Other Resources From Roofing Webmasters

More Articles and Podcasts
Your Google Homepage For Roofers (Podcast)
Roofing Marketing: 22 Proven Tips for Contractors (Article)
How Do I Beat Other Roofers Online With SEO? (Article)

Related Services for Your Business
Roofer SEO Services
Google Maps for Roofing Contractors
Online Citations for Roofers

Posted: | Updated: Oct 28, 2019 | Categories: Podcast

17 Realistic Ways To Get Commercial Roofing Leads

Targeting a commercial audience can be quite the challenge, especially if your roofing company is the new guy on the block! With thousands of competitors around the country, how is your business to stand out and earn commercial roofing leads? While there’s no shortage of ways the clever can start earning clients, we’ve crafted a helpful list of 17 effective strategies for your team!

A Company Looking for Commercial Roofing Leads
High Ranking Experts Outside of Your Service Area Can Still Offer Valuable Ideas!

Idea #1: Competitive Analysis

One of the fastest ways of identifying opportunities for stronger roofing leads generation is to compare your strategy to other competitors in the industry. Frankly, it can be challenging to pick apart our own company weaknesses, especially when you’ve spent so much time willing it succeed. That’s why an honest look at an opponent open up new doors so frequently.

For one, most of the marketing research will have already been completed by the competitor in question. This allows your business to tackle new ideas with more confidence. Now, this inspiration can come from competitors both on a local level and a national level. Take some time to keyword search (ex: “plumbing 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 that you’ll need to beat in order to rank up in Google Search. We’ll talk more about this in a little bit.

Local SEO

Idea #2: Study Top Local Opponents

Do you ever wonder how those lucky few in the local pack managed to secure their spots? While Google rarely provides explicit advice on how to take advantage of their SERP (search engine results page) features, it’s easy to glean some information from the current top performers. Even before starting a deeper inspection, you can know that these top performers have thoroughly completed their Google My Business profile. That’s a must for ranking!

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 the majority of your competitors are following.

  • What keywords are they using?
  • How old is their business?
  • Do they offer insightful pages for each service they provide?
  • How often do they blog?
  • Is their website design straightforward and easy to navigate?

Other Competitors

Idea #3: See Other Industry Champions

Don’t limit your sources 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 they bring in valuable traffic for 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.

Beat the Baseline

Idea #4: Beat Your Competitors’ Baseline!

Examine website design, advertising platforms, and content marketing quality. Are they focusing on Google Ads, or are they 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 that excellent services that all long-term successes do.

Idea #5: Low-Cost Social

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

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

Idea #6: Reassess Your Facebook Business Profile

While new platforms and enticing features continue to pop up, Facebook still enjoys an enormous user base (in the billions). With such extensive volume, it only makes sense that a few local commercial roofing leads could trickle down to your Facebook Business profile. When they get there, will your profile be ready to receive them?

Key Facets of an Optimized FB 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

If you haven’t gotten around to completing these portions yet, try to do so as soon as possible! You may have missed a lead or two, but these are easy fixes that a potential commercial client would appreciate.

Idea #7: Retarget With Facebook Pixel

Ad retargeting uses cookies to track website visitors once they leave a specific site. A Facebook Pixel notes the user activity on the tracked website and generates a related ad for that user. That’s why you often see ads for marketing companies after visiting their sites. These retargeted advertisements enjoy a much higher rate of conversion, which is what makes them so prevalent.

Facebook offers extremely helpful demographic data to speed you on your advertising way, making it even more appealing for many businesses. If you haven’t tried your hand at Facebook Ads, it’s worth the small learning curve!

A Commercial Roofing Company Instagram Profile
This Team Continues to Post to Instagram on a Regular Basis. (Source: Baker Roofing Company Instagram)

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 are based on images or video, with captions offering room for relevant keywords. According to Statista, Instagram’s user base is projected to rise up to 125.5 million in the US alone by 2023!

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 video from your latest projects. Try to paint a broad picture of your team’s commercial work. Your most compelling work can be promoted into custom ads. Instagram grows more and more essential as younger generations climb the workforce ladder. Having a presence ready for them will certainly funnel some commercial roofing leads your way.

An Active Roofing Company on Instagram
Instagram is an Ideal Channel to Share Your Project Photos!

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. The way you present that expertise can make all the difference in generating commercial roofing leads.

Turn your expertise into a branding tool for your business!

Employee Branding

Idea #10: Advertise Your Employees

Your top roofing professionals are more than just employees. They’re the face of your company. Think of the countless roofing projects they’ve installed, repaired, and restored over the years! Instead of promoting a service, what if you promoted the seasoned professionals behind the service?

Take a little talent inventory to see what sort of experience you could take advantage of. This method of advertising employees isn’t for businesses with constantly shifting personnel, but it’s 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 extremely proud of? Tie them into a relevant service page, and sprinkle in some related keywords.

Expert Content

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 too, making them a great 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 talk through 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 search. Simply present it in an optimized format, and chase after those featured snippets we talked about earlier!

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

Promotion

Idea #12: Promote Your Content

Articles, guides, and how-to’s all have a lifespan of their own. How you manage that content during that lifespan ultimately determines what sort of traffic you get out of 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 in Facebook
  • Create Instagram stories
  • Share them with an industry publication

Idea #13: Hunt the No’s

Understanding why people turn down your amazing services is an essential part of persuading 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 every day, but commercial clients often have different reasons for giving the big “N.O.”

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 that needs to be overcome.
  • There’s confusion or uncertainty regarding the right solution.

Thankfully, many of these potential “no” sources can be proactively addressed right 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 create further distance between your readers and their destiny as commercial roofing leads.

Uncertainty

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 whole lot of uncertainty, which naturally creates resistance to weighty purchases. Think of every consideration as a brick that lays 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 clients rely on.

Loss-Aversion

Idea #15: Minimize Fear of Loss

A commercial roof replacement is more a fleeting expenditure. It represents a significant investment into 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 crucial project, there’s no room for error or wasted effort.

Your business can do many things to mitigate fear of loss for potential clients. The most powerful 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 towards 2020. 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 shows up in reviews.

Repurpose

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 important 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, 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, and/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 amazing resources.

Calls to action rely on four key elements:

  • Clarity on the services being offered
  • Placement in 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 ensuring the value of the services being offered has been clearly explained. It stands out clearly 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 sort of questions you’ll need to ask as you experiment!

Find Your Commercial Roofing Leads!

Need help promoting your business through local search? Our team at Roofing Webmasters would love to partner with your team to create outstanding new growth. Not only do our clients enjoy fantastic rankings in organic and paid search, they also earn better traffic and more commercial roofing leads.

Consult with one of our experts for free at (800) 353-5758, and you’ll see the difference one dedicated marketing team can make!

How to Write Roofing Company Marketing Letters

Roofing Company Marketing Letters Banner

When you own your own company, it is important to get the word out about that company. After all, it doesn’t matter if you have the best service ever if no one knows about you. As simple as that sounds, it really isn’t. There are so many different ways that you can attempt to reach your target audience and develop the leads that will ultimately lead to more revenue for your company.

One of the more underrated ways to do this is by using a marketing letter for your roofing company. It might seem like an outdated method, but it really serves several purposes. Best of all, it can be used across a number of different formats, making it an incredibly versatile method of reaching your target audience and potentially growing your leads.

The uses of a marketing letter

You can use these marketing letters in your email campaign. When you reach out to current customers and any leads that you might have, use the marketing letter as you would a newsletter. Communicate what your company has going on, what they offer, and why these folks should opt to use your business.

You can also use these marketing letters for standard through-the-mail campaigns as well. Send them to prospective customers or any leads that you might have. It is actually proven that direct mail gets more reponses than email marketing because that mail is in the hands of those prospective customers and they are actually seeing it; with email, they could potentially skip through and never see it.

How to construct your marketing letter

There are a few things that you will definitely want to implement into your marketing letter. These are essentials, things you should never omit for any reason possible. Without them, you are defeating the purpose of having a marketing letter and you will not get the results that you are after.

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

Put your contact info in multiple spots

Put your contact info in multiple locations
Put your contact info in multiple locations

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 difficult process, the customer will lose interest and you will lose out on a prospective sale.

Start by putting at the footer of your letter. Make it large enough that it is 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 would 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.

Add pictures

The old saying is that a picture is worth a thousand words; get many thousands of words in with the use of pictures. Ultimately, the way to show potential customers what it is your business can do is to show them photos of jobs that you have completed.

The key here is to implement them in a way that fits in with the rest of the letter. Perhaps create a space on the margins where you can implement these pictures so that your leads can see exactly what it is you have to offer. These pictures will give those leads an undisputed look at just what your company is capable of doing for them.

List any accolades or awards

One of the quickest ways to get a lead to consider your business for their needs is to list off the ways that your company kicks butt. Any certifications and awards that your company has received should go just above the information that you have placed in the footer.

These awards don’t need to be dominant; they need to simply be there so that the customer notices them and takes note of just how many different accolades and accreditations that your company has. This is important not to toot the horn of your company, but to build trust in the eyes of those potential customers.

Trust is one of the biggest factors when it comes to 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 biggest barriers that companies face. These accolades will only strengthen that sense of trust.

Speak personably

Make your letter as personable as possible.
Make your letter as personable as possible.

The finest line to walk here is delivering a message to these leads that is not too preachy, is not too much of a sales pitch, and is personal enough that it feels as though a family friend is speaking to them. This goes into the trust factor that was discussed previously. If you can get the leads to trust you, you have a better chance of securing their business.

Perhaps make note of instances where you did a good service to someone; gave them a discount when it wasn’t asked for, went above and beyond to deliver the proper service, or something similar. Anything to show these leads that you intended to go 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 from their customer base. Developing brand trust is one of the biggest and most important aspects of owning a business; if you can achieve this, you have already won a huge battle in the marketing world.

Make the most of your marketing letter. Implement it across multiple platforms and make sure that it delivers your message in a concise way. When you create a marketing letter that delivers on all of these points, you will have a leg up on the competition.

Posted: | Updated: Oct 18, 2019 | Categories: Uncategorized

How to Run a Facebook Ad for Storm Damage Roofing

How To Run a Facebook Ad for Storm Damage Roofing Banner

When you own a roofing company, finding a way to generate more leads is one of the biggest battles you will face. The quality that you deliver is certainly important, but if your audience doesn’t know anything about you or what you have to offer, that point is futile.

As unfortunate as it might be, the best time for roofing companies is in the wake of a storm. The key is to know how to reach your audience when storms are on the horizon so that they know who to turn to in the event that their home suffers damage to the roof.

The other unfortunate part is that there are likely several companies in your area alone that are competing for the same business that you are. This means creating ways to stand out in a crowd and make sure that your audience is aware of who you are and how to reach you. When you can find a way to do this, you set yourself apart from the pack and make your business a viable option in the wake of a storm that can do substantial damage.

Facebook Ads are Key

Even though the popularity of Facebook has declined in recent years, it is still a giant source of potential for leads that can eventually turn into sales for your company. What is important to know is how advertising on Facebook has changed and what the essential tools are for reaching your target audience more effectively.

There are a few different ways that you could address this situation, each one having its definite benefits and pitfalls. Knowing how those stack up compared to your business is essential to choosing the methods that will help your business get the leads that you are after.

If you choose to go this route, having pay-per-click ads that are specifically tailored to roof damage is imperative. When you advertise those specific services, you are more likely to remain in the mind’s eye of your audience. Instead of advertising your general services, advertise what you can do in the event of a storm. This will help to keep your business in mind when that audience is in need of roofing repairs.

Facebook Ad Screen

Pay Per Click Ads

One of the most common types of advertising on Facebook these days is through a format called pay-per-click. These are ads that will follow you around the web, keeping the company paying for the ads in your sight the entire time.

It also means that the business supplying the ads only pays for it when there is a click. This is a great way for your business to stay in the mind of your audience without having to pay for the extra costs until the clicks come into play.

This is also a great method for those companies that are operating on a tight budget. You could spend a little or as much as you could afford to generate more PPC ads. The tricky part of this is that there is no proven method to generate a specific amount of leads. Persistence and patience are keys here, but not all business owners display those traits.

Offer Specials

People love to feel like they are saving money. In the event of a catastrophic happening like a storm, homeowners will feel like they are having to spend a huge amount of money for the repairs (and they likely are).

If you can make them feel like they are saving a good deal of money by using your service, they likely will do so. 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. This shows that you are empathizing with your customers that might be affected by the storm and are lowering 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. This is another great way to develop loyalty to your brand and get those all-important return customers that every business clamors for.

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.

Referrals

One of the best ways to generate leads for your business is to take on a referral program. This is a great thing to do in general, so don’t necessarily limit it to storm-related instances. The referral program is basically 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. In the event of a storm, you can offer them a certain 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 all at the same time.

You can even build on this theme by partnering with other local businesses. So maybe 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 of the businesses; a true win-win.

Talk About Lead Time

One of the most important aspects of recovering from storm damage is the amount of time that it takes for a roofer to get to the problem and resolve it. If you are a customer that has been affected by a storm, the last thing you want is to have a busted roof dominating your life for an extended period of time. For that reason, a company that can get to you in short order becomes all the more attractive.

You can do this as a business by running ads on various mediums however you can afford it. Describe how your staff has a history of performing repairs and installations in short order and that they do the job correctly.

When this happens, customers who suffer damage feel a bit of peace of mind when considering hiring your company. New customers might be willing to take that chance based on your claims, especially if they are in dire need of a repair to their roof.

Make it Personal

One of the biggest issues that businesses have, when reaching their audience and developing leads to grow their business and revenue, is coming across with a personal touch. This might not seem important initially, but take this into consideration: people are far more likely to go with a business that they feel cares about them.

This is a difficult thing to convey, but it can be valuable if you manage to pull it off. Developing that personal touch with your potential customers is a way to get some brand loyalty development as well as the all-important trust factor. When customers have trust in your business, you have won the most important battle in the process of generating leads as well as brand loyalty and recognition.

The other thing to consider is this: just be good people. When you make good decisions that aren’t selfish, customers notice. You can develop a reputation for being selfless and helping customers instead of taking advantage of them to get every buck that you can.

This is a great way to get customers to remember you, your services and the way that they were treated in their time of need. This will translate into revenue for your company down the line when the customer has a need for your services and does not hesitate to go with your company because of that previous interaction.

Facebook Ad for Roofers Example

Conclusion

Facebook continues to be one of the most important methods of advertising for businesses across all industries and platforms. Being able to take advantage of that medium and use it to the best effect possible will make a huge difference for your business.

Ads are not all created equally nor do they all reach the same amount of targets. Take the steps necessary to reach your target audience in the most effective way possible. It will not only make better use of your advertising dollars; it will generate the leads that you need to keep your business growing and thriving.

Keep in mind that none of this is an exact science. One method will work great for one business while another method might work far better for another business. The key is to have patience and to try to implement these strategies as clearly and concisely as possible.

Also keep in mind that you are likely not going to generate a massive amount of sales and revenue overnight. Have some patience with your strategies; give them a chance to work. If you want to pull the plug at a moment’s notice, those erratic decisions will eventually come back to bite your company in the rear end.

Your Google Homepage For Roofers | Roofing SEO Podcast

Do you ever worry about what shows up when people search your company in Google? While there are all kinds of results that benefit your brand, it pays to pay close attention to local search results! In today’s podcast, Nolen and Jason discuss these topics and other aspects of your Google Homepage. If you’ve struggled with low traffic or poor reviews, be sure to listen in.

Helpful Tips on Google Homepages

  • Regular GMB (Google My Business) updates make your site more valuable to Google.
  • Make sure you create enough content that other people aren’t controlling what’s said about your company and brand.
  • Avoid concentrated negative feedback by consistently asking for reviews.

What is a Google Homepage?

We all know what a search engine results page (or SERP) looks like. It’s a short roster of listings, paid or organic, that pertain to a given search query. If a consumer wants to learn more about “roofing contractors in dallas”, Google Search provides a number of quality resources that offer the best information (to its knowledge).

When a potential customer searches your company name/brand however, the result that pops up is what’s known as your Google Homepage. On the right hand side, you’ll see a knowledge graph that contains crucial information about your company, including contact information. The listings on the rest of the screen may arise from many sources, such as:

  • Your Company Website
  • Your Most Popular Published Articles
  • Social Media Posts or Profiles
  • Citation Companies (Yelp, BBB, etc.)
  • Listicle Articles (“Best Roofers in Dallas” if you’re lucky!)
  • Listings from Lead Sellers (like Homeadvisor)

The sum of all these listings and features is your Google Homepage. From this homepage, consumers and/or commercial prospects will build a perception of your business. That’s why it’s essential that you control what shows up when people search your name!

Let’s break down the homepage a little bit.

The Webmasters Google Homepage
Here’s the Roofing Webmasters Google Homepage, With the Knowledge Graph on the Right Side.

The Knowledge Graph

Think of the knowledge graph as a hub where people can access info on your company without ever stopping on your website. There’s a wealth of contact and location-based information. Potential customers can even contact your team directly from the knowledge graph by phone call or instant messaging. For those needing directions to your office or your website, the Google Homepage feature also provides convenient buttons that link directly to maps and your homepage.

Those are just a handful of the features housed in the knowledge graph.

FAQs

Frequently Asked Questions

 

The FAQ Section of a Knowledge Graph
Be Sure to Check Back Regularly for Client Questions.

Did you know that your knowledge graph contains a section for direct questions to your business? This handy feature allows local consumers to interact with your business almost directly, learning handy tidbits and history about your brand. While anyone can post answers to these questions, this feature offers one amazing opportunity.

You can post questions to your own FAQ, then answer them! 

Think of some of the most popular topics people bring up about your company. You can proactively answer questions about your roofing team’s services, your experience, and your warranties. This might encourage someone to investigate your services further, or even prompt a call directly from the Google Homepage!

GMB Posts

Google My Business Posts

GMB Posts on the Google Homepage
Note the Post Calls to Action.

Businesses can also use their GMB accounts to create posts within the knowledge graph. You can use these posts to further promote your latest blog articles, show off ongoing promotions, or even introduce members of your team. There’s only one catch: posts disappear off the knowledge graph after seven days. Consumers can still access them, but they won’t be visible after that period.

If you want to get the most out of the GMB posts, try posting at least once a week. 

You can further improve their functionality by adding pre-programmed calls to action at the bottom of each post. “Learn more” is perfect for segueing into a blog article, while “Call now” is a great option for encouraging impulse calls. Experiment to see what sort of formatting works with your audience!

How to Enhance Your Google Homepage

Want to take back control of your Google Homepage? Start by reviewing all the materials that Google likes to see for your business. You can start creating positive mentions of your brand through various channels.

Great Listings for Your Google Homepage

  • Better Business Bureau profiles and reviews
  • Facebook Business profiles and recommendations
  • Yelp listings and other citation sources
  • Your company website
  • Popular blog articles from your team
  • Entries in “Top X Roofers” articles
Examples of Top X Articles
“Top X” Articles are Great Publicity for Your Brand!

Any of these listings look amazing for your brand. What you don’t want is negative social media posts showing up because your company hasn’t been active online! It’s not the end of the world if that happens, but you’ll need to get busy if you want to improve your reputation.

Steps to Improve Your Company Image

Take an active stance on updating your Google My Business account. Start posting on a regular basis, and take some time to upload some quality photos of your work and staff! These create a more personable feeling for your brand, and they look great in the knowledge graph. Be sure to create that FAQ we talked about earlier too.

Next, you’ll want to get start regularly posting blog articles each month. “How To” posts are powerful fuel for website traffic, and you can tackle some pressing homeowner issues. Smart contractors can make these posts travel farther by sharing them in social media.

Finally, be sure your company has been listed in all the popular citation companies. The BBB, Yelp, and Manta are all great listing companies for roofing contractors. This will make it easier to collect reviews from all your happy fans as you complete your projects!

Get Your Roofing Webmasters Support!

Need an experienced digital marketing partner as you expand your brand online? Our team at Roofing Webmasters supports business across the nation by providing higher rankings, better traffic, and stronger lead generation! Learn more about our search marketing services at (800) 353-5758.

Other Resources From Roofing Webmasters

Podcasts and Articles
Roofing Marketing: 22 Proven Tips for Contractors (Article)
Mega Roofing SEO Changes in 2020 (Podcast)
How to Promote Your Website & Improve Traffic (Article)

Related Services from Roofing Webmasters
Local Search Marketing for Roofers
Google Maps for Roofing Contractors
Content Marketing for Roofing Companies

Posted: | Updated: Oct 21, 2019 | Categories: Podcast