Author Archives: Roofing Webmasters

Roofing Marketing: 22 Proven Tips for Contractors

Roofing Marketing Banner

If you are a roofing contractor, it goes without saying that generating leads is one of the most important aspects of the business. Turning those leads into sales is another beast that can be dealt with in other ways, but if you can’t reach your target audience, you can’t be expected to turn those into sales.

While being honest and direct with your target audience is clearly important, but the methods in which you reach them is just as important. There’s an old saying that goes something along the lines of “it doesn’t matter if you have the greatest product on earth if your customer base isn’t aware of it.”

For those roofing contractors out there looking for new ways to get the message out to prospective clients, there are a number of tips that you should follow to reach your potential customers and to grow your client base.

Canvassing

This might seem like a very old school way to go about it but canvasing is tried and true. There are few situations in life like meeting someone face-to-face. For roofing contractors, the most effective time to canvass an area tends to be right after a storm.

When canvassing, you want to be prepared for absolutely anything. Face-to-face interactions can only leave so much room for preparedness. Have a script ready, if at all possible, to help navigate most situations. Make sure that you set a few clear objectives for yourself like setting up an appointment, getting contact info, or making a sale. And most importantly, FOLLOW UP. Follow-ups are where most sales occur, so make sure that you don’t just contact the prospect once and forget about it.

Direct mail

While also being considered “old school”, direct mail is another effective method to get straight to your customer. A lot of HVAC companies today are using postcards and this could be an effective way for roofing contractors to get the word out about their company.

The cost of generating a mailing list and creating postcards is a relatively low cost that can have a huge impact on your business as far as generating leads.

Local SEO rankings

Some say that SEO for roofers is dying, but there are more than a few studies that suggest SEO is alive and well. Your SEO rankings are a great way to provide content for your prospects as well as to generate potential leads going forward.

The key here is to focus on local SEO. Your business likely operates in a local geographical area; the searches that are relevant to your business should be located geographically as well. Google My Business will help to account for 80% of your ranking, so signing your business up for that is a must.

Roofer Near Me Local SEO Search

Pay Per Click Marketing

Here are a few stats about pay per click ads that will probably blow your mind if you are a business owner:

  • On average, 41% of clicks go to the top 3 paid ads that display on the search results page
  • 85% of those who use the internet use it to find businesses local to their area
  • Businesses that use Google AdWords make an average of $2 on every $1 that they spend
  • Pay per click visitors are up to 50% more likely to make a purchase than an organic visitor

PPC marketing is one of the fastest and most effective ways to generate leads for your business and should be one of the primary methods of marketing for your business.

Advertising through Facebook and Instagram

With the way that technology has progressed, social media has become a staple of pop culture. Millions upon millions of people around the globe use these services to communicate and share with one another so it should seem like a great idea to advertise through those avenues.

Using geographical location services, you can target your area of service with targeted ads to reach the geographic location that you want. This is a great way to build leads and gather information on some of the hottest platforms going.

Make strategic alliances

While it might seem like everyone else is your competitor, that is not necessarily the truth. The marketplace will never have just one option (and legally can’t due to monopoly laws), so it can be beneficial to work with others in the industry.

For roofing contractors, it might be beneficial to work with hardware stores, particularly with big suppliers like Lowe’s and Howe Depot in our area. This can give you a greater reach that you need to get a greater range of leads while providing that business with more walk-in customers.

Don’t think you have to fight the world when other like-minded businesses can help you in your goal.

Eye the weather

As crazy as it might sound, there are storm apps that will alert you when there are storms coming into a specific area. Here’s something that might sound even crazier: potential customers may need work done to their roof in the wake of a storm.

I’m sure that you can see the dots being connected here which is why it pays to keep an eye towards ads on apps like this. You can stay on top of those areas that may be affected by coming storms and be prepared to be the first to the punch in the eyes of prospective customers.

Email marketing

Email marketing campaigns are very much akin to the physical postcards that your company might use for through-the-mail promotion. In this day and age, you can reach a far greater amount of people in a shorter amount of time with e-mail marketing.

The great thing about email marketing campaigns is that they are extremely cost effective. It has been shown that for every $1 spent on email marketing, there is $40 in terms of return on investment. That is a huge investment that can generate a ton of sales and leads for far less than traditional methods.

Content Marketing

You can and should use content marketing to build your authority as well as your credibility in the area or areas that you service. This method can be used to generate a huge amount of leads, which then turn into sales generated.

The goal here is to generate organic traffic to your website where prospective customers can see what your business has to offer and gain exposure to your brand. Getting that brand recognition is a huge key to marketing and something companies covet.

This is a great way to not only get more eyes on your product, but to like and begin to trust your business.

Hit the local trade shows

As is the case with direct mail marketing and doing canvassing, there are instances of marketing locally that can be truly beneficial to your company. Trade shows are great because you can keep an eye on what the competition is doing, create new business partnership and generate more leads that can convert to even more sales.

The key is to follow-up. It is speculated that over 80% of leads that are generated from trade shows are never followed upon and that the vast majority of sales occur during follow-ups. The leads will be there but following them is what is key when hitting up the local trade shows.

Go to a chamber of commerce event

This is great simply for networking with other area businesses. This is a great way to meet others in the community and perhaps create partnerships that can be mutually beneficial. Remember that your competition is always your competition, but they do not have to be your enemy.

Using connections with local businesses can help both sides mutually. There is no one method that will make your company a juggernaut just as there is no one marketing method that will help to reach the customers needed to grow your business.

Reviews

One of the essential ways to create a trustworthy and reliable business model that prospective customers will trust and can lead to future sales is to have reviews left on your company. Companies can say all day long that they are this or that, but when customers who have used the business leave reviews, it allows for prospective customers to get a feel for the business.

When your business has quality reviews, you are more likely to land sales of prospects that are on the fence. These positive reviews foster a level of trust in your company that becomes a pillar of marketing towards prospective customers.

When you receive positive feedback, feature it. Let those who are visiting your site for the first time see these testimonials that say that your business is great.

Roofer Reviews Widget

Telemarketing

This is a bit of a dying breed since there are many ways for prospects to block unwanted calls. Partnering with a telemarketing firm can help to generate leads for you based on certain criteria and can even call people to set up appointments with your business.

For local businesses, using all of the available tools is smart, though the telemarketing method is certainly one that is going by the wayside in recent years. If it is available to you at a reasonable price, it is advised that you deploy it.

HomeAdvisor

Much in the same vein as the reviews, having positive results on review sites are essential. Take HomeAdvisor, for example. HomeAdvisor is built for consumers to see what businesses are out there that can be trusted and deserve your business.

The only negative to this is that HomeAdvisor isn’t exclusive with the leads they generate; they will share them with other business owners that are in your area, so you are still competing for those customers all the same.

Angie’s List

Another of the review sites that are available for perusal when finding a local business to solve your needs, Angie’s List has the name recognition that HomeAdvisor does and a reach that is just as comprehensive.

The key with Angie’s List is to make sure that your business profile is a full and detailed as it can be. When you have a ton of relevant information in your business profile, you are more likely to succeed at developing leads in your industry.

The key with all of these marketing methods is to be persistent and versatile; there is no one method that will grab everyone’s attention and draw all of the eyeballs to your product or service.

Thumbtack

The cost is minimal to sign up for Thumbtack, another network that will help you to generate leads. It is essential to keep your profile as filled out as possible. Add in testimonials, images, and as many descriptors as you can.

It also helps to have quick response times because prospects can see this, and it will help to generate more leads. In most cases, the business owner that responds first will win the competition for that individuals’ business.

Create a video

In today’s marketplace, video is rapidly becoming one of the most effective ways to communicate with prospective customers as well as to generate new leads. This is one method that any roofing contractor should be taking advantage of.

Your company does not need to spend an exorbitant amount of money to create a professional-looking video commercial that you can use for both your website as well as optimizing for YouTube search results. 

Take the time to educate your audience as well as to give your prospective targets a reason to opt for your business over others.

Answer questions through your website

This might sound simplistic in nature, but the fact of the matter is that your competitors likely aren’t doing this or not doing it right. Your customers will likely have a ton of questions and giving them the option to answer them all through your website will be a great method for drawing prospective customers to your site.

Not only that, it creates brand recognition. When someone has a roofing question and recalls that they got a previous answer on your website, it creates brand recognition that will have prospective customers remembering your business above all others.

Try to bring a personal touch to your marketing 

Regardless of how you decide to try to deliver your content to the customer, the key is to make it stand out from the rest of the competition. This isn’t the easiest thing in the world to do, but one thing that you want to make sure you do not do is homogenize your message to the point that it doesn’t stand out.

Add a personal touch to your marketing. Use testimonials and real reviews to give your website and company a level of realism that might not be conveyed otherwise. The goal is to make your customers feel special and feel like they have a connection with the brand that you are projecting.

Get people talking by giving a little bit of a personal touch in the way that you market to them and they will begin to relate to your brand far easier.

Make sure your website is optimized

You will likely hear this more than a few times, but your website is one of the most essential tools that you have as far as marketing. Regardless of how your product reaches the eyes of prospective customers, they will more than likely head to your website before doing anything else.

This is the first impression that they will get of your company as a whole. Make sure that your website has everything it needs to create a great first impression. Sanford University even did a study that determined that 75% of people will judge a business based on its website.

Make sure that everything you need to appease your customer is there. Answer questions, provide quotes or at least point them in the right direction to get one. Anything to make the process as smooth as possible.

Show your work portfolio

One of the best ways to generate trust with a prospective customer is to display the work that you have done before. Having photos of completed projects to go along with testimonials is the best way to show your prospective customers what kind of service you have to offer.

When possible, record pre-existing conditions of a job as a “before” and “after” kind of scenario. This will help instill in prospective customers the quality of work that your company is capable of and give a clearer idea of what it is that your company can do.

Make your services feel valuable

When competing for customers with other businesses in the industry, you become part of the crowd for better or worse. When you are on even footing with others in the industry, it becomes a matter of luck to win over business from others.

But you can change this by providing a unique sales proposition. This essentially creates a reason for your customers to choose your business. Be as specific as possible with the benefits that you can offer the customer and communicate to them how this is beneficial to their problem in specific.

There are a ton of different marketing tools that your business can use to stand out in a sea of competitors and can give you the leg up when it comes to finding prospective customers for your business.

Posted: | Updated: Oct 11, 2019 | Categories: General

Skin in the Game with Roofer Marketing Dollars | Roofer SEO Podcast

Monthly billing helps businesses save valuable time and effort, not to mention thousands of dollars! That’s because this type of accounting pushes your local search marketing team much harder to produce results. Jason and Nolen talk about the roofing industry, search marketing, and some glaring red flags to look out for as your reassess your online investments.

Key Lessons for Roofing Professionals

  • Transparent pricing and reporting is key in accountable PPC advertising.
  • Flat fee, lump sum pricing can trap you in a low-performance search marketing plan.
  • More expensive doesn’t always mean better in PPC, or in SEO.

Winners and Losers (in Search)

In local search marketing, there are clear winners and losers. Most people gauge success by rank position, whether or not their business makes the front page of a Google Search Engine Results Page (SERP). The more experienced marketing professionals know that their clients (and their agency, by extension) truly win when those keyword rankings turn into site visits and roofing leads. That’s what separates the search marketing champions from the rest of the industry.

Winners continually strive to produce higher volume, higher quality, and lower cost leads. 

Losers look for surface level results, the kind that makes them look good on a monthly report. A lot of effort goes into producing just enough results to maintain their clients, but not a lot into creating long-term success. That’s the unhappy truth for many roofing companies and their marketing agencies.

So what kind of qualities can a roofing professional look for as they hunt for a winning team?

Marketing Quality #1: Expertise

A little obvious, right? Unfortunately, most contractors don’t understand what expertise looks like in the search marketing industry. After all, they (probably) didn’t go to school for digital marketing and advertising! That’s why knowing the key signs of real expertise is so crucial.

Signs of a Winning Search Marketing Team

  • Excellent Keyword Rankings (For Their Company)
  • Great Keyword Rankings (For Their Clients)
  • Impeccable Communication Skills
  • Clear, Measurable Service Deliverables
  • Basic Understanding of Your Industry
Search Marketing Result Assessment Through Search Console
This Roofing Contractor Has Page One Ranks for Dozens of Keywords. Source: Google Search Console

Keyword rankings serve as a resume for companies that work in local search marketing. If they enjoy page one rankings for their primary industry keywords (such as “roofing seo” or “seo for roofing”), that’s a good sign! Should their clients enjoy excellent keyword rankings in organic search, that’s even better.

Your marketing company should know their craft well enough that they can effectively explain it to anyone in your staff. Winning search marketers also know how to communicate their services and deliverables, so that you can accurately set your expectations for the coming months. Of course, all that expertise is specifically adapted to help your business, which in turn demands a basic understanding of the roofing industry. If they can’t understand the lead development cycle for a homeowner or commercial organization looking for roofing services, then how can they market for those services?

Marketing Quality #2: Accountability

Have you ever received a shady service bill? It’s not a pleasant feeling, especially when you see fees and charges that you didn’t anticipate. When there’s little to keep a service provider accountable, these sort of shady practices can creep up in any industry. As a relatively new sector however, digital marketing still lacks many of the safety mechanisms that consumers rely on to ensure quality service.

Sly businesses often use sketchy reporting and costing measures to skim money out of your marketing budget without investing it in your local SEO or PPC campaigns. This practice is particularly common among lump-sum, flat fee service packages where money can easily be distributed wherever the agency desires. At the Roofing Webmasters, we’ve heard this story a lot more often than we’d like.

Search Marketing Through Google Ads
Google is a Dependable Source for Accurate Costing Information. Image Source: PPC Hero

How can you make sure that your search marketing team is held accountable?

  • Examine their reporting process ahead of time.
  • Make sure their PPC spend is provided directly through Google (or Facebook, etc.).
  • Pay month to month, instead of an annual or long-term contract.
  • Keep your PPC and SEO services charged separately.
  • Talk with their current clients and ask about the process for implementing changes.

Reporting is a fickle thing. On one hand, industry giants like Google make it their goal to provide thorough, detailed accounts of your spending and results. On the other hand, agency reporting and even third party services have a tendency to blur where your money is going. That’s why it’s always prudent to arrange your PPC billing to go directly through your advertising platforms (Google, Facebook, etc.). This prevents marketing agencies from upcharging on ad costs per click.

Understand your search marketing company’s process for implementing website changes (for SEO) and ad campaign updates (for PPC). If you discover it’s almost impossible to receive updates once your services go live, then it’s wiser to look for another provider. Consider talking with a handful of your prospective marketing agency and see what they have to say about their service.

Marketing Quality #3: Adaptive

When it comes to local search marketing, a successful business must know how to adapt to industry changes. Google regularly shakes up their algorithm so that one type of content buoys to the top, while another sinks to the back pages of search results. For instance, how-to guides and Q&A-styled articles have a tendency to rank very well for consumer searches.

Potential Challenges to Overcome in Local Search

  • Rank drops
  • Traffic slumps
  • Surges in poor quality leads
  • Technical errors
  • Industry shifts
September Search Marketing Results in Analytics
If Your Google Analytics Takes an Unexpected Dip, How Does Your Search Marketing Company Respond?

When your website traffic takes a dip for a month, how does your local search marketing team respond? There are many potential reasons for the lower volume. If your company quickly works to understand the problem and present a solution, you know you have a winner on your hand. On the flip side, a sluggish (or nonexistent) response could indicate your company simply doesn’t care.

Ready for Results?

Local search marketing takes time and effort, but an experienced and dedicated team makes all the difference! If you’ve struggled to make headway with your current agency, our team at Roofing Webmasters would love to talk with you. We offer free consultations for anyone looking to understand their current search marketing performance.

Speak with an expert today at (800) 353-5758!

Other Resources from Roofing Webmasters

More Articles and Podcasts
How User Experience Controls Roofing Sales (Article)
How Do I Beat Other Roofers Online With SEO? (Podcast)
Why Flat Fee Pricing is Bad for You (Podcast)

Web Services for Roofers
Roofer SEO Services
PPC Campaign Management for Roofers
Online Reviews and Reputation Management for Roofers
Brand Development for Roofing Companies

Posted: | Updated: Oct 8, 2019 | Categories: Podcast

How User Experience Controls Roofing Sales

When the client wins, so does everyone else. This is the underlying principle beneath user experience, a crucial aspect of web design that has massive ramifications for your roofing sales. A positive, pleasant user experience (or UX) almost always results in longer website visits and higher conversion rates! Stunted UX design typically ends in lost customers and poor rankings for your site.

So what’s at stake in our discussion today?

  • Roofing sales
  • Conversion rates (calls, emails, texts)
  • Website performance
  • Local search rank

Now that we’ve established the stakes, let’s start exploring user experience design. We’ll start by defining the term, then establish it’s connection to your company’s roofing sales. Finally, we’ll outline some basic user experience guidelines that will help your business moving forward!

A Simplified User Experience
This Sister Site Focuses on Keeping a Small Menu, Despite Having Dozens of Services.

What is User Experience Design?

When website designers discuss “user experience“, they’re talking about the overall journey, intent, success, and feelings behind a person’s visit to your website. As you can imagine, a ton of data goes into the research and design of a company website. The ultimate success of site however, heavily depends on what your potential customers experience and how they react.

That’s a lot of information packed into one crucial topic. Before we get into the nitty-gritty of effective web design however, we need establish the connection between user experience and roofing sales.

Why Does User Experience Matter for Roofers?

Suppose a worried homeowner stumbles upon a website in search of leak detection service. Upon landing on the homepage, they discover a site hastily put together by an amateur (perhaps the contractor’s nephew). The page is loaded with spelling errors and worse, the user can’t find leak detection anywhere on the page.

What would you do if you landed on such a poorly designed website? The swelling sense of frustration and disgust causes most people to bounce from the site within a matter of seconds. That’s the typical story behind extremely poor user experience.

On the other hand, consumers respect a pleasant, smooth UX.

  • Easy menu navigation to find required services.
  • Capable writing and insights into common homeowner problems.
  • Pleasant, applicable images proving the contractor’s experience.
  • Visible calls to action, including phone numbers and contact information.

If we take the time to efficiently connect people with the services they need the most, conversion rates rise. With more calls coming in, roofing sales take off! The user wins, and your business wins.

Service Category Blocks Making Easier User Experience
Service Blocks Make it Easier for Potential Clients to Find Their Desired Services!

What is Good User Experience?

First, we need to understand what your users goals are. As with many contracting industries, consumers may fall into multiple categories. Some need emergency services, while others only need information for future projects. We’ll need to address both sets of goals to create a successful user experience.

Second, we’ll need to create an environment that connects people with the services and/or information they need the most. This is where so many businesses ultimately fail, causing high bounce rates and losing roofing sales. Thankfully, we have many tools at our disposal to ensure customers have an easy search!

Finally, we must guarantee that service pages and alternative resources provide the solutions that our users crave. More importantly, we need to be more effective than similar businesses in the local community. After all, it’s not enough to be as good as the competition. Your company needs to be the best.

User Intent

Understanding the User’s Goals

Site visitors may come from any number of sources, but most fall into one of two user categories: immediate need and future interest. Those with immediate user needs are looking for relief for a particular problem or situation, and it’s your mission to see they find it! Future interest users don’t need to be sold immediately. Instead, they need information that can help them with a future goal, such as saving energy during the summer months.

Remember, users in the immediate need category typically have a lower threshold for frustration. They must be connected to their desired service ASAP, or you risk losing them. With future interest users, there’s a little more wiggle room. Thus, there’s more time to offer detailed information.

Site Navigation

Connect the User to Their Destination

Immediate need users typically search with heavy user intent, meaning they search specifically for a particular solution and see what options pop up. Most will land on your homepage. If you’ve done a good job of optimizing your website for organic search, a good percentage will also land somewhere in your service pages (such as “Emergency Roof Repairs”).

Wherever these eager customers land, they need to be quickly directed to their desired service within a couple of clicks. If you can help them find their desired service on your homepage, that’s even better! Keeping your navigational menu compact and organized should allow people to find their goal within 30 seconds or less. 

With future interest users however, the goal should be to direct them to your most insight-rich content. Whether that’s a large, detailed service page or a topic-specific blog post, make sure there’s a clear route to these resources. As your best content ages, you can make it easy to find by posting yearly updates (example: “How to Cut Down on Energy Costs in 2020”).

Goal Fulfillment

Helping the User Succeed

Once you’ve connected your potential clients to their ultimate destination, the final step is to maximize the value they obtain from the resources you’ve provided. Success here comes down to three steps:

  • Step #1: Do your best to provide the information they actually need.
  • Step #2: Make your content easy to consume / understand.
  • Step #3: Provide next steps for people to follow up.

For the immediate needs crowd, service pages set expectations of how your service operates. They should also provide clear directions on how to contact your business. A well-placed phone number can be all it takes to raise call volume.

Don’t be afraid if future interest users aren’t picking up the phone after they read your amazing articles! If you provide them with detailed, well-ordered information, they’ll think of you when the time comes for their next project. Right now, they’re simply on one of the first stops in the roofing sales funnel. Just make sure your blogs and service pages use page structuring (bulleted lists, numerical steps, etc.) to make content easy to digest!

Closing Thoughts on UX

Your website may not provide the top notch UX that you’d like to see. The good news is that the user experience can be improved over time, creating more value for your clients and roofing sales for your business. That’s a win-win!

If your company has struggled with organic SEO, user experience, or other aspects of website design, our team at Roofing Webmasters would love to help! We create custom websites designed specifically to earn front page rankings, provide stronger UX, and generate more leads for businesses. You can consult with one of our seasoned experts for free at (800) 353-5758. Go ahead! Ask your questions.

Posted: | Updated: Oct 1, 2019 | Categories: web design

Mega Roofing SEO Changes in 2020 | Roofing SEO Podcast

Top ranking companies rarely succeed by accident, especially when it comes organic search results! For roofing businesses that want to start claiming higher positions in local search, keeping up with Google’s ever-changing standards makes all the difference. In the latest podcast from Roofing Webmasters, Nolen and Jason discuss two key areas to establish your brand expertise, authority, and trustworthiness. If you crave better lead generation for your company, be sure to listen in to these Roofing SEO changes!

Tips on SEO for Roofers

  • Find the baseline SEO standards, then exceed them for higher ranks!
  • Reviews help establish trust with both Google and potential customers.
  • Reviews work best when gathered from a handful of sources, instead of all-in-one.

Much Better Than Average

There was a time when no one believed it was possible for a human being to complete a mile run in less than four minutes. Then in 1954, to the world’s amazement, Roger Bannister destroyed that barrier and created a new threshold for professional distance runners. Thanks to Sir Bannister’s contribution, men around the world have gone on to set even more impressive records below the four-minute mark. We can learn many lessons from this amazing feat of perseverance, but one applies particularly well to our talk today:

The bar for success is always moving higher. 

This unavoidable truth is especially crucial in SEO for Roofers. Meeting the established standards doesn’t guarantee success. Exceeding them does! We find several powerful examples of this in digital marketing. Moz developed the 10x Content concept for developing more powerful blogs, infographics, videos, etc. Roofing Webmasters took the industry standard 10-ish points of schema coding customization, multiplied it, and raised it up to 100 for much stronger website performance!

Today, we’re going to briefly review the current search engine optimization baseline for roofing companies. Then we’ll dive into two Roofing SEO changes to help you soar above the competition and earn your higher rankings!

Example of Basic Roofing SEO Changes for Higher Rankings
Collecting Reviews is a Baseline SEO Activity, Meaning Everyone Should Do It Consistently!

Establishing an SEO Baseline

At Roofing Webmasters, we have a handful of online marketing attributes and activities that we lovingly refer to as “The List”. Master these elements, and you’ve basically got a golden ticket to higher rankings automatically. Some of these include:

This is by no means an exhaustive list of traffic-driving activities, but it’s a bare minimum if you want to get noticed by Google’s search engine. Most companies can be considered lucky if they nail just one or two of these elements. Then again, most companies never see page one rankings! If you start making these Roofing SEO changes now, you could start earning better traffic within a few months.

Remember, over 90% of pages listed on Google never even earn a single view. According to an Ahrefs study, only 10% of pages earn visitors from the world’s largest search engine. Half of that segment earns more than 10 visitors a month. You better believe that the lion’s share of traffic is going to the front pages of search results.

Instead of feeling disheartened, take these numbers as a challenge. If you haven’t yet, start creating your roofing SEO foundation with a quality custom website, a GMB account, and listings in the top 10 citation sites (such as the BBB). Don’t stop short and double down on PPC or purchased leads; that’s a difficult hole to escape from! Once you’re ready, you can chase after the following Roofing SEO changes and knock out the competition.

Website With Custom Coding After Roofing SEO Changes
Custom Schema Coding Makes It Easier for Google to Understand Elements From Your Beautiful Websites!

Custom-Coded Website Development

As much as we’d hate to admit it, it’s theoretically possible to earn some success with a cookie-cutter website template. It’s certainly better than having no website at all, but not that much better. If you want to kick some online butt however, your roofing company needs a custom schema coded site! Schema coding is designed to fit within your website content and provide crucial data to Google’s web crawlers. As the Roofing Webmasters’ Jason Landry puts it, “Schema coding tells Google crawlers what your content means.” 

In other words, this specialty coding takes all the various elements surrounding each of your website pages and identifies their purpose for Google crawling. This makes it remarkably easier for the search engine to identify and appraise your content, earning higher rankings in the process. Higher rankings of course, leads to better traffic!

Unless you have a dedicated programmer / design expert in your roofing team, you’ll probably have to hire this task out to a seasoned web developer. Even if it costs a few thousands dollars for a brand new site however, the reward is certainly worth it! Just make sure you keep your established domain name.

Geotagged Reviews, One of Many Important Roofing SEO Changes
Geotagged Check-ins Supercharge Your Reviews for Even Higher Ranking Power.

Supercharge Your Reviews

Few signals impact your brands’ trustworthiness like customer reviews. If you’ve done a good job of faithfully collecting reviews, you already know the power of positive client feedback! With that being said, there’s a way to supercharge your reviews for two to three times the impact: geotagging. Geotagging attaches location-based data onto your reviews, creating a digital footprint for local search. 

There aren’t many applications and software services that completes this tagging process effectively, but those that do create some outstanding improvements for your online search. Our Roofing Webmasters, our favorite geotagging software is Righteous Reviews (RR). The tool integrates seamlessly into our custom websites, making it easy to sync with both city pages and service pages. RR also makes it easy to post geotagged check-ins and reviews to your website, creating incredibly valuable data that Google eats up like frosted cupcakes!

Just imagine the benefits to your local search and keyword rankings if your reviews worked three times as hard for your roofing business. Whatever solution you land on, make sure it incorporates reviews from all your major citation sources. That should include (at minimum): Google Reviews, Facebook, BBB, and Yelp. Google Search gives seems to value reviews more when they come from a variety of sources.

Need an SEO Pro?

These Roofing SEO changes make it so much easier to earn premium rankings in organic search! If you’ve been struggling to make headway in online marketing, our team at Roofing Webmasters would love to help. Our collection of seasoned content writers, programmers, SEO strategists, and website designers supports hundreds of businesses throughout the United States. Clients regularly earn front page rankings, earning higher traffic and stronger leads!

You can schedule a free consultation with us anytime at (800) 353-5758, and learn more about these powerful Roofing SEO changes.

Other Resources from Roofing Webmasters

Articles and Podcasts 
How Do I Beat Other Roofers Online With SEO? (Podcast)
What Does Google Want for Roofers to Optimize Online? (Podcast)
How to Show Up on Mapping (Podcast)

Related Roofing SEO Services 
On-Page SEO for Roofers
Google Maps for Roofing Contractors
Online Citations for Roofers

Posted: | Updated: Sep 23, 2019 | Categories: Podcast

Roofing, Marketing, and the Truth About Leads | Roofing SEO Podcast

Are you fed up with your lead generation? It’s a story we hear so many times at Roofing Webmasters: “I need leads, but I hate paying my company for them.” In our latest podcast, Jason and Nolen discuss the truth behind leads and where they ultimately come from. If you’ve never considered how your lead-selling company works, be sure to listen in!

Helpful Tips for Lead Generation

  • Don’t forget: lead-selling services make local business compete for the same pool of leads.
  • PPC campaigns offer better results than lead-vendors, especially in tandem with local SEO!
  • Organic SEO makes lead generation much more affordable for many roofing contractors.
  • Always start your roofing SEO efforts by completing your Google My Business profile!

Lead Generation: Feeding Business

Have you ever met someone who only eats at fast food restaurants? When they complain about the soaring costs of eating out, you just want to point to the nearest grocery store and say “Make it yourself!” While the process may take a bit of work, preparing your own meals are ultimately much cheaper than dining out. That’s just a fact of life!

When it comes to online marketing, learning to feed yourself is just as important. Even so, thousands of roofing companies are stuck waiting for a third party lead generation vendor to spoon-feed them business. All the while, those same vendors gather leads from the same sources that roofers should be taking advantage of! 

How Roofing Leads are Born

Picture this: A laborer and a smooth-talking salesman walk next to an enormous freshwater river. On the bank of the water, the hard-working laborer notes the extreme heat and moans about how thirsty they’ve become on the walk. As the two near the clean water supply, they happen upon a bucket set on the shoreline. The salesman walks up to the buck, dips it deep in the river, turns around to the laborer, and says “For $20,000, I will give you a sip of this water.”

This story sounds ridiculous, but it amply describes many roofing contractors and lead generation.

Sources of Lead Generation
A Healthy Lead Generation Strategy Draws From Multiple Sources. Report Created in Google Analytics

Google delivers the greatest volume of roofing leads compared to any other digital source in the United States. Not only does the search engine crave trustworthy businesses to direct consumers to, it even provides free tools to simplify the process. Because Google matches consumers with businesses in their local community, the resulting lead quality is generally much better than other sources.

Lead generation companies step in and create a gap between consumers browsing through Google Search and roofing companies hunting for customers. Instead of connecting interested homeowners and businesses directly to a single local contractor, they offer the same leads to multiple roofing companies within the same community. To further complicate matters, this “lead” may be a person who’s simply looking for prices or bids, not a ready-to-buy individual.

Alternative Lead Sources

Maybe you don’t buy leads from another company. Maybe you buy them from PPC campaigns off Google Ads or Facebook. These advertising venues aren’t as cheap as they used to be, but they do provide a dependable source of leads. You also only pay for clicks, a very actionable source of business.

While PPC offers plenty of opportunities to grow your business, it represents an equally dangerous source of lead generation addiction. 

After all, these campaigns are fairly easy to manage and remarkably simple to track results for. Even if a roofing company owner is too busy to run the campaigns themselves, there’s dozens of digital marketing experts willing to handle the load. That of course, makes the endeavor even more expensive.

Organic Lead Generation in Local Search
Google Wants to Recommend Local Businesses. It Even Offers Free Tools to Help You Rank!

What’s the Solution?

Generate the leads yourself! You know all those businesses sitting at the top of your local search results are there for a reason. Self-sustaining lead generation doesn’t happen spontaneously. Those successful roofing contractors exercised the meager time, money, and effort necessary to win. Now they reap in the outstanding traffic and leads.

You don’t have to give up on purchasing leads or running campaigns all at once. Simply start putting a little money each month into developing a long-term supply of clients.

  • Your brand starts to earn greater recognition.
  • Only your company enjoys each lead.
  • The average lead is so much cheaper.
  • The average lead is of much higher quality.

If you’re tired of paying out the nose for leads, or if you’re simply curious about creating more growth for your roofing business, we’d love to help. Contact our team at the Roofing Webmasters and consult with one of our knowledgeable roofing SEO specialists!

All it takes is one call to (800) 353-5758.

More Resources from Roofing Webmasters

Articles and Podcasts Related to Lead Generation
I Don’t Think the Internet Produces That Many Leads… (Podcast)
True Client Stories: I Need Leads! (Podcast)
If a Roofer Could Roof Roofs… (Podcast)

Lead Generation Services
Roofer SEO Services
PPC Campaign Management for Roofers
Roofing SEM Services

Posted: | Updated: Sep 16, 2019 | Categories: Podcast

How Do I Beat Other Roofers Online With SEO? | Roofing SEO Podcast

Does earning front page rankings for your roofing business just seem impossible? You might be closer to breakaway success than you think. In our latest podcast, Jason and Nolen discuss how to set your brand apart from the rest. If you’ve struggled to make headway with your business online, be sure to listen in!

Helpful Lessons on SEO for Roofers

  • Just completing the SEO basics puts you miles ahead of other roofing contractors.
  • New companies should focus on GMB, optimized website design, and collecting reviews!
  • It’s almost impossible to rank well without using your free Google My Business listing.
  • Organic search efforts should only take a few months to start producing results.

Before You Can Compete

Anybody can jump into the online marketing fray without laying the proper groundwork. The backend pages of Google Search results are lined with roofing contractors that thought their SEO preparations were “good enough”. These companies earn little to no website traffic, and they shake their fists wondering why their haphazard efforts have failed.

There’s a bare minimum that every company must perform to rank for their desired services.

SEO Basics to Start Ranking

  • Step #1: Claim Your Google My Business Listing
  • Step #2: Establish Your Company Website
  • Step #3: Build Citation Sources and Collect Reviews

GMB

Open a GMB Profile

So what does a dedicated roofing company need to do to start earning business online? First, they need to claim and completely fill out their Google My Business (GMB) profile. This allows the search engine to better understand the location and function of your company. Whatever address you use for the GMB account, make sure all your other citation sources match it!

The profile will request many other details of your business. Fill out as much of the information as you can, and check back on a yearly basis to make sure your data is still accurate. GMB also allows you to post photos and videos of your business and personnel. Try taking some photos of your finished roofing projects to post on your account! You can even use existing materials from your Facebook Business to get started.

Website Optimization

Create Your Optimized Website

We can’t stress enough just how important it is to nail your company website! So many businesses put up a cookie-cutter, terribly written website and earn poor leads as a result. If you want your website to do well, make sure you have it crafted by a professional team that knows what they’re doing. A healthy site relies on an organized collection of service pages, keyword optimization, quality content, simplified navigation, lots of schema coding, and review integration. 

No single marketing professional can provide all of these aspects, which is why it’s best to rely on a well-rated team. Few other aspects of your online marketing so heavily impact your online lead success! Once you’ve established a well-optimized website, you’ll have the foundation necessary to spring into the rest of the SEO basics.

Citations & Reviews

Create More Listings and Earn Reviews

There’s no greater mark of authenticity than a host of glowing customer recommendations. Client feedback shows trustworthiness, one of the three E-A-T factors that Google analyses when ranking a roofing company brand. Of course, they only way to pull in reviews is to establish listings for your business. As we’ve already mentioned, your GMB account is a great place to start. Google Reviews naturally integrate well with local search results, making your business much more visible.

However, the search engine provides better results when reviews come from a variety of sources.

That’s where citation sources come into play. These companies offer additional venues to list your company address and services, not to mention a convenient way to collect reviews. While some shady companies might push you to list with dozens of obscure websites, it’s best to start with more established brands. The Better Business Bureau, Yelp, and Angie’s List are a few smart places.

Overcoming the Online Competition

We have a saying at the Webmasters, “You don’t have to be perfect. You just have to be better than everyone else.” So far, we’ve covered online activities that will keep you in pace with the rest of the successful roofing companies. Now we come to the SEO basics that make your brand stand out as a clear winner.

SEO Strategies for Winners

  • Ask for reviews, all the time.
  • Regularly blog on the company website.
  • Create and manage a Facebook Business page.
  • Take advantage of customer complaints.
Collecting Reviews, One of the SEO Basics
Your Reviews are Some of Your Greatest Assets. Collecting Them is One of the SEO Basics!

We’ve already talked about how important reviews are for your business. Why not ask for them consistently, especially after a job well-done? Our team at Roofing Webmasters gets even more SEO power out of client feedback through a tool called Righteous Reviews. It adds geotagged data that shows Google the approximate locations of all job sites, and even showcases our clients’ roofing projects. While that level of review enhancement is pretty rare, there are a few other tools out on the market that can provide added benefits for all your reviews.

Few roofing companies faithfully add to their company blog, which is why those that do consistently add well-written content are certain to stand out. The best part? You can take the informative material and share them on your social media pages for some added oomph! That’s just one reason to create a Facebook Business page, by the way. The social media platform offers a wonderful place to share information about your business, showcase your latest work, and tactfully address negative customer feedback.

Looking for More Online Leads?

Follow these winning strategies and SEO basics, and you’ll undoubtedly start earning higher rankings for your website. If you’ve been frustrated with organic or paid search however, our team at Roofing Webmasters would love to help. Check out some of resources below! Or call us (800) 353-5758 and arrange a free consultation with one of our seasoned SEO veterans.

More Helpful Resources from Roofing Webmasters

Related Podcasts and Blog Articles
What Does Google Want for Roofers to Optimize Online? (Podcast)
– How to Show Up On Mapping (Podcast)
– I Don’t Think the Internet Produces That Many Leads | True Client Stories (Podcast)

Services Related to SEO Basics
Roofer SEO Services
Website Design for Roofing Companies
Online Reviews and Reputation Management for Roofers

Posted: | Updated: Sep 12, 2019 | Categories: Podcast

Why Flat Fee Pricing Is Bad For You | Roofing SEO Podcast

Do you ever feel like things would just be easier if digital marketing companies just lumped roofing SEO and PPC together? They do, and it’s a huge disaster! Find out about subtle pricing scams, conflicts of interest, and shocking markups that will have you rethinking the idea of bundling. Jason and Nolen reveal all this, plus how to make sure you actually get your money’s worth with digital marketing!

Helpful Insights Into Roofing SEO

  • Make sure you get itemized billing for your marketing company’s PPC spending!
  • Bundling PPC and SEO for roofers could be a big mistake.
  • Organic SEO leads tend to be much cheaper than those won with advertising.

Enough Success to Get By

How does your online marketing company make money? It’s a simple, but provocative question that we don’t think about very often. Marketing firms make money by retaining clients. To do so, agencies must consistently provide evidence that their efforts are producing a return for those businesses.

That all changes when a company introduces the upfront, flat fee contract.

In a way, a flat fee contract is the ultimate judge of a marketing firm’s character. When they already have your money, will they still continue working hard to produce results? Or will they coast along with just enough effort to get by? While some companies try their best no matter what pricing they offer, others practically abandon their projects until they absolutely have to show progress.

The Familiar Marketing Lines

So how can a roofing business wade through the crowd of dishonest marketing claims? It all starts with recognizing the red flags! If you hear any of the following lines from a digital advertising firm, it’s probably time to look elsewhere.

  • “Noticeable results in organic SEO may take up to a year.”
  • “You only need [insert service], and you’ll start getting leads!”
  • “For a couple hundred bucks a month, we’ll dramatically improve your website performance!”
  • “SEO is just to complicated to explain. Trust us!”
  • “SEO just isn’t worth the money. Only paid search works.”
  • “Unfortunately, we can’t show performance reports for our advertising campaigns.”
  • “You’ll share these leads with a small pool of roofers in your area.”

The best digital marketing firms will always be happy to explain their process in a way you can understand. They don’t claim unbelievable capabilities, nor do they trade their service for pennies. After all, you wouldn’t trust a brand new roof that only cost you a hundred bucks! If you really want a trustworthy marketing service that offers SEO for roofers, look for teams that provide measurable goals, believable time commitments, and justified costing reports.

SEO for Roofing Webmasters
SEO for Roofers Does Provide Measurable Results, No Matter What Some May Claim.

One Huge Conflict of Interests

What happens when your marketing company bundles all of their services into one convenient package? You quickly lose sight of where the money goes! We’ve heard it countless times: a firm promises PPC and SEO for roofers in a bundle, but they only end up spending 50-70% of their budget! Here’s another hard-hitting truth:

A company that bundles organic & paid search has zero incentive to improve your SEO.

PPC services offer a dependable stream of income for marketing companies. They can easily create basic campaigns in a short period of time, and choose what keywords your business ranks for. Thanks to Google Ads and similar platforms, digital marketing teams can access reports that show campaign results without revealing how much they actually spent. That’s how they get away with unbelievable budget markups. Your advertising company can then provide just enough leads to keep you hooked.

A company that provides success in SEO however, produces more sustainable growth for your business. If an advertising company creates a highly-optimized website that gives you cheap, yet quality leads, why would you keep spending money on PPC? That’s why firms that bundle PPC and SEO for roofers almost always spend all their time on paid search and neglect the company website.

Website SEO for Roofers
Is Your Website Truly Optimized for Search?

We Break the Mold

At Roofing Webmasters, we always keep our organic and paid services separate from each other. Our clients also pay month to month; no flat fee pricing! This encourages accountability, and drives us to continue providing measurable success in both categories. Not only do we provide highly-effective paid search campaigns (which you receive full cost-reporting for), we produce outstanding custom websites that produce sustained growth.

Our roofing SEO customers continually rank phenomenally well in local search results, all while paying less than average for great leads!

Don’t let a dishonest marketing firm string you along without providing real growth for your business! Our team at Roofing Webmasters offers reliable, measurable results for your company. To learn more, call (800) 353-5758 and get a free consultation with one of our seasoned online marketing professionals. 

Other Helpful Resources from Roofing Webmasters

Related Articles and Podcasts
Organic vs PPC for Roofers: Which is Better? (Article)
Roofing Advertising That Gets Leads (Article)
Our Operation: Digital Marketing Excellence (Podcast)

Related Services for Roofing SEO and PPC
Organic SEO for Roofers
PPC Campaign Management for Roofing Contractors
Reputation Management for Roofing Companies

Posted: | Updated: Sep 10, 2019 | Categories: Podcast

I Don’t Think The Internet Produces That Many Leads… | True Client Stories

Do you ever feel like roofing leads are just slipping through your fingers? Has your business suffered from the industry shift towards online marketing? It might be time for a new approach to advertising your services! In today’s blog, Nolen and Jason discuss the consequences of clinging too tightly to traditional marketing practices. If your businesses has avoided working through the internet until now, be sure to listen in closely!

Important Tips to Listen For

  • Investment produces reward. SEO doesn’t work without trying it.
  • Door knocking is unlikely to provide serious lead volume in the future.
  • Start laying your SEO foundation now and reap the rewards in the near future.

Classic Marketing is Fading Out

We’re living in the end of an era. Actually, the end of the era came about 10 years ago. The only thing changing today is the number of roofing contractors accepting the fact that industry marketing is dominated by online search. Even so, we still receive a number of calls from companies firmly planted in the past of traditional advertising, Yellowpage-type listings, and door knocking.

Put simply: This attitude is damaging their business, and it hurts to watch the consequences.

It’s not even the fault of digital marketing companies. In truth, consumers have widely adopted a habit of researching everything online. They aren’t watching television ads to find their contractors. They aren’t scrolling through local newspaper ads. They rarely pay attention to radio salesmen, and they most certainly aren’t answering the door (unless it can’t be helped).

The “New” Prominent Lead Source

Marketing changes, and so should businesses. While Google is certainly a more complicated channel than radio (for instance), it also provides dramatically more leads for local roofers. Your most successful competitors probably rank very well in local search results. Again, people look online for their essential home services these days.

Even if you’ve had a terrible year (or five), it’s not too late to get started on local roofing SEO. Even if you have an incredibly outdated or nonexistent website, it’s entirely possible to start developing a productive online marketing strategy now. But it’s going to take consistent work. Your high-ranking competitors didn’t climb the Google ranks by accident. They invested time and money into making their organic (unpaid) online marketing work.

Enough preaching. Now, let’s create a plan to get your business earning stronger leads again!

Local Roofers Ranking Well in Online Marketing
Earning Places at the Top of Google Search Results Means Exceptional Lead Potential.

Starting Up Your Online Marketing

There are three key pillars that every online marketing strategy depends on:

  • A complete Google My Business listing
  • An optimized, functional website
  • Quality, numerous client reviews

Without these elements, your marketing strategy won’t take off like you want it to. We’ll briefly talk about each element and how to ensure maximum results (leads) for your roofing company.

GMB Listing

Your Free Google My Business Listing

Let’s start with the easiest step: completing your GMB listing. If you haven’t already, go to the Google My Business starting page and fill out as much as the information as possible. You will need a physical address for your business. Most startups use their home address, but you’ll have to use only official company offices if you have two or more locations.

Why claim a Google My Business listing?

If you want to show up in Google Search – you most certainly want to show up in Google Search!this listing provides the search engine with crucial information about your business. It’s as simple as that. Want to show up when potential clients look up “roofing companies in Fort Worth, TX”? Fill out that listing. Just make sure that you use the same GMB address for all future Facebook, Better Business Bureau, and other citation profiles. Even differences in abbreviation make a difference!

Optimized Website

Use a Website Designed for Google Search

Our guide “What Does Google Want For Roofers to Optimize Online?” (link at the bottom) goes into detail on the key parts of search engine optimization. Just because a website looks nice, that doesn’t mean it performs well in local search. An optimized website has:

We highly recommend you read our guide. A quick word of advice: Even if you have to ultimately throw away your website design, hold onto the domain name. Too many roofing companies make the mistake of throwing away their URL (web address). This is tantamount to erasing all your online marketing progress and starting from square one. It takes months to recover, so hold onto that domain!

Client Reviews

Actively Ask for Client Reviews

One of the easiest, but underperformed tasks for online marketing is simply asking for reviews at the end of every successful job. Client reviews make a huge impact on any business’ success! That’s because it shows dependability, trustworthiness, and accountability for your brand. Roofing companies that don’t ask for reviews inevitably rank poorly, because only angry clients take the time to go online and rate them.

There’s no other way to say it. Ask for reviews!

One of the easiest ways to ensure a higher response rate is to text clients a links to your Google My Business and Facebook Business pages. Try and collect reviews from both sites if possible, as Google respects feedback from multiple sources. If you prefer the old fashioned method, provide your business card with the links printed at the bottom.

Team Up With Roofing Webmasters!

Those are the three simple steps to starting your online marketing presence. Whether you like Google or not, your clients love it! It may take some time to adapt to this new advertising channel, but leads are worth fighting for. Of course, our team at the Roofing Webmasters would love to make the transition process as easy as possible for you. Get a free consultation with one of our seasoned roofing SEO professionals by calling (800) 353-5758!

Helpful Resources from Roofing Webmasters

Articles and Podcasts
I Need Leads!: True Client Stories (Podcast)
What Does Google Want for Roofers to Optimize Online? (Podcast)
How to Show Up on Mapping (Podcast)

Related Webmasters Services
SEO for Roofers
– Website Design for Roofing Contractors
Local Mapping Services for Roofing Companies

Posted: | Updated: Aug 22, 2019 | Categories: Podcast

The Impending Recession: Continued SEO Efforts for Roofers | Roofing SEO Podcast

In a healthy roofing industry, it may seem smart to drop all of your low-dollar services in favor of larger profit services. Don’t throw away that roof repair page just yet though! Nolen and Jason discuss the current market and how contractors can protect their business during the recession that seems to loom over the market. If you’ve got concerns about the future of your roofing company, be sure to listen in carefully!

Key Points to Listen For

  • Economic indicators point towards a potential recession in the next few years.
  • Lower dollar services offer invaluable revenue during a recession.
  • Few marketing activities will provide as dependable results as SEO for roofers.

SEO For Roofers: Recession Preparations

While there’s no exact timeline predicted for the next recession (we’re hoping for never), it pays to prepare your business against potential economic downturns. That’s especially true for roofing contractors, who live and die by the whims of the housing market. We can easily predict what would happen for the average roofing professional in the event of a recession.

The Traditional Slowing of the Roofing Industry

  • Phase #1: Home sales start to decline.
  • Phase #2: The average homeowner grows stricter with their budget.
  • Phase #3: Non-essential projects (ie: roofing upgrades) slow dramatically.
  • Phase #4: As budgets tighten even more, homeowners wait longer for repairs.
  • Phase #5: Underprepared contracting companies go out of business.
  • Phase #6: The market starts to recover.

This is a sad, but recurring process that many roofing companies don’t survive. That’s often because they go into the stricter economic period unprepared for the surge in competition. While storm seasons and the odd hail market may provide some relief, these can’t be counted on.

So what should your business do to prepare for the next recession? Start diving into SEO for roofers, and establish your presence online now! A year or two years from now could be too late to start preparing. Below, we’ll explain why developing your organic search program now could save you in the next few years.

A Company Pursues SEO Growth Through a Website
Even With Simple Design, an Optimized Website Offers Enormous SEO Benefits for Your Company.

Reason #1: Saving a Lot of Money

So business is booming and for the first time in a while, you actually have some company cash saved up. That’s where you come to a fork in the road. Do you spend the money on traditional marketing, paid search campaigns, or organic development? We’ll explain in a bit why the typical advertising (including door knocking) might not work so well in the near future. For now, we’ll focus on PPC vs organic SEO!

Pay-per-click campaigns offer more control and customization than ever before. For one, you can target the precise geographic radius that you want your ads to appear in. You can also refine your target audience in platforms like Google Ads and Facebook Ads. These solutions work so effectively, that many roofing contractors forgo continued website development and double down on PPC.

Focussing exclusively on PPC is generally a bad idea, but it could hurt your business even more during a recession.

Why? Because ads cost money. Thanks to a healthy housing market, most roofers do well enough to avoid using paid ads (even when they shouldn’t). When the housing market starts to dry up however, businesses without an established organic presence flock to Google Ads and other ad platforms in desperation. The surge in competition leads to incredible spikes in costs-per-click (CPCs), which could quickly eat up your marketing budget!

SEO for Roofers in a Paid Google Ads Platform
Can Your Business Afford to Compete in a Hectic PPC Environment? Source: Google Ads

You could try to buy these leads from a lead-selling company. If the numerous complaints we hear from roofing contractors are any indication however, that’s a sticky and expensive situation you’d be better off avoiding. That just leaves SEO for roofers…

How Organic SEO Saves Money

Ranking #1 in Google Search is a dream many contractors share, but it’s not one many know how to pursue. The most effective SEO strategies begin with website optimization, because this is where the majority of curious readers turn into actual leads. Once your roofing company website is up, running, and ranking up in Google local map results however, you’ll notice something amazing:

Organic search generates higher quality leads than PPC, and cheaper!

While search engine optimization certainly takes a concentrated effort during website development and content marketing, you won’t have to spend all your time managing the site. In fact, a well-crafted company portal will naturally generate leads with only moderate updates required every so often. Cheap, high-quality, and fairly easy leads. What’s not to like?

Reason #2: Maintaining a Broader Spectrum of Services

In healthy roofing industries, homeowners call in for a variety of services. With so much business to choose from, many contractors turn down low-dollar jobs in favor of high-profit installations and replacements. At the Roofing Webmasters, we even have clients who think about taking off their “Roof Repair” pages so they can focus exclusively on installs. We strongly advise against that strategy however, especially when it comes to recession markets.

During recessions, installation numbers plummet to the point that mostly repair jobs remain.

Local SEO for Roofers Dominated by Ad Listings
As Installation Numbers Drop, Ad Prices Will Spike.

If only roof repair projects remain in the market, will contractors compete for those leads? You better believe it! Unfortunately, too many ride the wave of healthy-market projects without ever investing in their long-term online performance. Even a little effort here and there can reap huge dividends once your brand earns more experience online.

What sort of activities can you complete now to become an established contractor?

Even if you don’t have the resources to create a fully-optimized website, you can easily perform these actions without breaking the bank. If you complete the work now, you can reap the rewards down the road when other unprepared contractors (who neglected their SEO for roofers) are struggling for business. Make it easier to earn leads and reinforce your business against a likely recession; that’s two birds hit with one stone.

SEO Metrics Shown in a Couple of Charts
Ideally, Most of Your Leads Should Come From Cheap, Organic SEO.

An SEO Company for Roofers

At Roofing Webmasters, we support contractors from all around the United States. Our dedicated team of web designers, content writers, social media analysts, and strategists work together to deliver outstanding SEO for roofers. Clients regularly enjoy front page rankings, higher site traffic, and better quality leads. You could too!

If you’d like to talk with a seasoned SEO specialist, give us a call at (800) 353-5758 and enjoy a free consultation. We can’t wait to serve you!

Related Materials from Roofing Webmasters

Articles and Podcasts
I Need Leads!: True Client Stories (Podcast)
If a Roofer Could Roof Roofs… (Podcast)
How to Promote Your Website & Improve Traffic (Article)
Roofing Advertising That Gets Leads (Article)

Services from the Webmasters
SEO for Roofers
 PPC Campaign Management
 Google Maps for Roofing Contractors

Posted: | Updated: Aug 29, 2019 | Categories: Podcast

True Client Stories: I Need Leads! | Roofing SEO Podcast

Do you feel trapped with your lead sales company? Do you ever wish you could start earning more of your own business? In our latest podcast, Jason and Nolen discuss the struggle of overcoming leads addiction and earning new clients online. Learn how to start developing your brand, instead of growing the other company’s!

Key Points to Listen For

  • Leads aren’t just something you buy. They can be earned too!
  • Roofing contractors can get stuck in the cycle of buying leads.
  • It’s fairly easy to start SEO for roofers. It just takes time.

Purchase Leads, or Produce Them?

It’s an age old adage: “Give a man a fish, and he’ll eat for a day.” You probably know the rest. That story almost always seems to have a different ending however, when it comes to generating business. Our team at Roofing Webmasters fields all sorts of calls throughout the year, yet we inevitably hear the same request over and over (and over) again.

“I need leads!”

Every business needs a stable sources of incoming customers. When it comes to roofers however, many have no idea where to start. They have loose knowledge of Google and other search engines, but they possess the insight to run their own roofing SEO strategy. So where do they run to for an immediate influx of leads? Lead sellers.

The Frustrating World of Lead Sales

Supposed you go to one of the three or four major lead selling companies (you know the ones) and enroll in their services. You may have some control over how much money you spend, but you don’t have much say in the quality of each individual leads. Perhaps the individual is truly in need of a shingle roof replacement and is already wanting to buy. Or they’re just shopping around for prices.

Too many roofing companies find their leads volume swollen with shopping homeowners and commercial organizations. In our experience, most contractors earn just enough from these leads to get by and complain about their lead buying situation! When we suggest that they create a new means for themselves to earn their own clients, that’s when we find out the real, sad truth: they’re addicted to buying leads.

Some roofing companies go years without ever taking the initiative to graduate out of lead sales. But you can save your business from this frustrating cycle. Here’s how!

A Company Made a Website Instead of Buying Leads
Even a Simple Website Can Offer Outstanding Results Compared With Buying Leads.

Part #1: Starting Putting Effort Towards SEO

Why? Because it’s so much cheaper! Take the amount of money that you would have spent on buying leads and invest it towards creating your own. Not only will you start growing your own brand through local search, you’ll increase the likelihood that any clients you earn will return for repeat business (or recommend you to their friends).

No, you don’t have to be a programming or coding genius to start your organic search engine optimization (SEO). In reality, most of the tools your business needs to start earning calls are freely available to anyone who wants them. Just start taking the first steps, and you’ll be amazed at how much progress your business will achieve naturally. To get started…

  • Claim and fill out your Google My Business listing.
  • Create a Facebook Business profile.
  • Consistently ask clients to give your reviews.
  • Get listed on citation websites (such as BBB).

Google My Business is essential for getting considered in local map results. Without it, there’s little to no chance of your company showing up when that coveted “metal roofing installation” search goes up in your service area. Considering Facebook’s impressive volume of over 2.4 billion monthly active users, it only makes sense to start exposing your brand in the popular social media platform. Add in a Better Business Bureau (or a similar citation site) profile, and you’ve got three places ready to start collecting reviews!

You’ll also need to build a website. If your roofing team doesn’t currently have the talent to produce a website optimized for search, you can always hire a trusted company to do it for you. Just make sure you know what your money’s buying!

A PPC Tool Offering a Great Alternative to Buying Leads
Google Ads is a Great PPC Tool for Those Just Getting Over Buying Leads Image Source: Google Ads

Step #2: Switch Your Leads to PPC

Regardless of what some marketing professionals may tell you, there are some benefits to supplementing your leads by purchasing them. However, there are better ways to control the quality of your leads and stop sharing them with other local plumbers. One fantastic paid method of generating business is PPC. Maybe you’ve already experimented with Google Ads, maybe you haven’t. This platform makes it easy to enjoy premium placement at the top of local search engine results pages (SERPs) too.

Of course, there are many ways to invest in online advertising that don’t involve Google Ads. Facebook Business makes it very easy to turn content into ads. You also have the ability to customize your target audience, forward the ad to your Instagram account, and/or redirect people to your website. Highly tailored ads at cheap prices with a high rate of return…that’s a recipe for success!

Team Up With the Roofing Webmasters

At Roofing Webmasters, our team of SEO specialists, content writers, web designers, and programmers all work together to produce higher traffic, better leads, and stronger growth for roofers like you. Our clients dominate local search, expanding their brands and raking in sweet new business! If you’d like to learn how we could grow your roofing SEO and PPC results, call (800) 353-5758 for a free consultation.

Related Content From the Webmasters

Our Previous Podcasts & Articles
Winning the Race for Spring Roofing Leads (Podcast)
Why Facebook Ads Work for Roofers (Podcast)
Roofing Advertising That Gets Leads (Article)

Related SEO Services
SEO for Roofers
Roofing PPC Campaign Management
Website Development for Roofing Contractors

Posted: | Updated: Aug 13, 2019 | Categories: Podcast