It’s fun to hear seasoned professionals talk shop about the SEO industry, and digital marketing as whole. In our latest podcast, our founder Nolen Walker dishes out some helpful insights into the history, present, and future of digital marketing for roofers. Learn a bit about our past as a company, and how your business can harness new strategies to earn more leads each month!
Table of Contents
Digital marketing produces more brand growth potential than most traditional channels.
Marketing is a necessity of business that you can’t afford to get wrong.
Recent updates towards local search make it easier for brand new companies to rank well.
SEO often gets easier with time, but you have to start somewhere.
What is Digital Marketing?
Digital marketing is the broad discipline of sharing, promoting, and advertising your brand online. In other words, it’s the umbrella term for showing off who you are and what you do to people across the web. Considering society’s shift towards online-centered business, it’s no wonder roofers continue to shift towards digital marketing. That’s where the people are!
As with traditional marketing, digital marketing channels fall into both paid and unpaid options. Paid solutions require less preparation but higher investment over time. Unpaid channels – to be honest, it’s a bit of a misnomer – demand more time, but ultimately cost a lot less.
Digital Marketing vs SEO
What’s the difference between digital marketing and SEO? Search engine optimization (SEO) is an organic or “free” channel within the broader digital marketing world. It involves designing, crafting, maintaining, and promoting your online brand assets so that they gain maximum exposure in Google Search (and similar search engines).
Rather than tackle all the solutions the internet has to offer, SEO experts dedicate themselves to generating leads through local search listings and website traffic. It’s only one subset of a large marketing world, but one that connects your business with thousands of consumers throughout your community. If you haven’t already listened to it, be sure to check out our podcast “How Do I Beat Other Roofers Online With SEO?” We cover the online competitive process in detail.
The Connection Between Digital Marketing and Sales
Like any sort of marketing activity, your digital marketing channels are only as worthwhile as the leads / sales they generate. When you invest in new strategies and tools, tracing the connections between solution and sale can be more challenging for some digital channels. Thankfully, there are ways to effectively measure your return on investment for each of the major funnels.
Organic SEO: Use Google Analytics and ask how customers found your business.
PPC Campaigns: Campaigns automatically track clicks. Analyse click-through-rates for each.
Social Media (Organic): Platform analytical tool – likes, shares, etc.
Social Media (Paid): Campaigns automatically track clicks. Promoted post reports.
Paid Lead Sellers: Analyse cost per month by number of calls converted into sales.
As you can see from the list above, some channels require a bit of work to accurately track their return on investment. These, such as organic SEO, often provide the cheapest (but high-quality) leads if you’re willing to put in the work. But then again, that’s the nature of doing business.
Why Start Now?
Years ago, we actually didn’t accept brand new businesses as clients because it was almost impossible to produce results without a tenured website. While that changed gradually over time, Google radically disrupted the status quo in the last few months. With the release of the Local Search Update, tenured company websites lost their stranglehold on top map positions.
In other words, Google enabled brand new companies to capture top local rankings.
Since then, we’ve seen massive growth for many of our clients. Roofing companies, especially those who embraced geotagging and reputation management software, toppled seasoned local pros for top placements. That means an outpouring of new traffic to their websites, fresh leads, and an exciting flow of new revenue!
It may take work. It may require effort, but digital marketing produces substantial growth for thousands of roofing companies across the United States. Your business will never enjoy that growth until you buckle up, invest in digital marketing, and get a seasoned SEO expert on your team. As our founder Nolen points out, marketing is just part of doing business. Are you ready to start growing yours?
Roofing Webmasters offers numerous resources and services for generating leads online. As this roofer’s guide to digital marketing shows, we’ve got plenty of experience working with professionals inside the roofing industry. To learn about your best options for sustained growth, talk with one of our roofing SEO professionals at (800) 353-5758!
Google Reviews drive business for thousands of service companies. While only one of many ranking factors, client reviews have been the deciding factors for homeowners for decades. It’s no wonder that Google also prizes this feedback as they consider which websites to rank highest.
While the COVID-19 crisis has temporarily halted the creation of new ones, knowing how to collect and manage these reviews will be essential for your company’s future. In this handy guide, we dig into the easiest ways to protect your brand reputation, expand your collection of reviews, and respond to customer complaints. Grab a pen, paper, and take notes.
Keep hanging in there!
Important Lessons For Roofing Professionals
Google Reviews don’t happen by themselves. You have to actively ask for them!
The best defense is a good offense. Increase your positive reviews to dwarf negative ones.
Learn how to respond effectively to complaints. Future clients will be very impressed!
Fake reviews can cause lost trust, GMB listing cancellations, and even business failure.
How Google Reviews Work
Google Reviews are directly connected to your Google My Business (GMB) account. To leave a review, clients perform a direct search of your brand name, locate the knowledge graph on the side of search results – this assumes you have a GMB account, and you definitely should! –and click on your reviews. From there, they submit a star rating for your service, and leave a message about their experience. This helps other consumers with similar heating and cooling needs create an clearer picture of your company.
Why Google Reviews Matter for SEO
Google Reviews garner more visibility than any other platform around. That’s because they’re featured prominently on your Google My Business profile. They’ll also appear on your Google Maps listings, and any local map packs your company wins in search. While Facebook Recommendations and other feedback platforms certainly offer their own unique user bases, people rely on Google Reviews more than any of these.
That means stakes are high when it comes to this very public feedback tool.
On a positive note, happy client reviews prove to both Google and consumers that your business is worth the investment. Reviews show relevant activity, which Google relies on to generate the best Search Engine Results Pages (SERPs) possible. If you aren’t familiar with the layout of SERPs, make sure you check out our video on search marketing, which offers key ranking factors for each section.
Prospective clients heavily depend on reviews when making their decision to invest or look elsewhere. The more recent and relevant your feedback, the more confident they’ll feel about choosing your heating and cooling services. Be sure to collect them as consistently as possible. Speaking of which…
How to Collect Reviews
Whether your company uses sophisticated software or old fashioned approach, collecting reviews boils down to one basic task: asking for them. If American consumers have proven anything, it’s that they have a very short term attention span. You need to ask your customers for their review as quickly as possible upon finishing any project. The longer you wait to request that review, the more goodwill is lost to forgetfulness.
A quick note: Google Reviews should be as natural and unfiltered as possible. You may ask clients to provide information about the services you provided and (perhaps) the project leader, but you shouldn’t ask for anything beyond that. Never offer to incentivise or compensate someone for a review. That includes discounts, gift cards, or direct payments to the clients involved. We’ll talk more about this later.
How to Handle Negativity
It’s so easy to take negative Google Reviews personally. After all, business depends heavily on maintaining a productive, positive reputation. Instead of immediately hopping on your GMB account, busting out your best writing, and making your case about how wrong their complaint is, pause. If you’re feeling heated, walk away from the issue for a few minutes.
You’ll need a cool head for tackling the problem. Here’s how to address negative reviews:
How to Respond to Negative Reviews
Analyze the Problem
Try to figure out what happened. Was there an issue in communication with the client? Did a sub make a mistake on a portion of the project? Even if there was no direct error on your team’s side, there may still be an opportunity to improve your services. So keep an open mind.
Be sure to put yourself in the client’s shoes too! So many complaints are the product of misunderstood expectations or lack of communication. Try to understand what that client is going through before you try to provide a solution.
Reply Directly to the Review, Then Take Things Offline
Don’t rush this step! Write a courteous, sympathetic response to the complaint. Keep in mind, it’s okay to apologize even if you haven’t done anything wrong. After all, you want all your customers to feel satisfied with your services. Offer to hear more of the client’s problem, but take the matter offline. You don’t need to continue the conversation in Google Reviews for everyone to see!
Ask the client to call or email you with a description of what went wrong. If the situation warrants it, consider providing free touch ups, a discount, or another solution. Remember, fixing the problem in a timely manner should be the primary concern. You need to get this step right!
Ask Them to Change Their Review
Once you feel confident the client has been satisfied, it’s time to move on to the final step. Remind the client how important their review is to your business. Politely ask if they would be comfortable with updating their review to a higher rating, or removing it completely. Most customers will be more than happy to update their original review. You may even get some free brand recognition from it!
After that, simply move on. Continue collecting Google Reviews from all your happy clients. Just ask immediately after you finish their project, or within the next few days at least. Enthusiasm fades over time, and even the happiest clients can be forgetful.
How to Treat Fake Reviews
Treat them like the plague. Avoid fake reviews at all costs, as they’ve been the death of businesses. Fake reviews destroy trust with clients. Just as important, they destroy trust with Google, who may respond by suspending reviews. Google may even suspend your GMB account, which would severely limit your ability to appear in localized search.
Essentially, fake reviews could make your business disappear from search. We’ve seen one business lose millions in annual revenue because of review snafus. That’s a risk you cannot afford to take. When it comes to reviews…
Never pay for someone to provide a review.
Never ask a non-client to provide a review.
Never create your own reviews.
Never create fake reviews on competitors accounts to hurt them.
Never offer incentives for reviews.
Just ask for them after each project.
Google Reviews create trust and connection with prospective clients. They also serve as a key ranking factor for local search, where the majority of online leads come from these days. Collecting them matters. So be sure to consistently ask clients for them, and you’ll notice stronger brand growth as a result.
Want help collecting those reviews and supercharging them for search? Try out our BrandREVU software, which comes with all of our custom designed websites. We’ve helped brand new businesses earn local map pack rankings in a matter of months, and we’d love to help you too! Call the Roofing Webmasters at (800) 353-5758 for more details.
As a roofer, you’ve probably heard of the coronavirus (COVID-19) by now. If not, you should turn on the radio or local news.
The coronavirus is a global pandemic that is currently spreading through the U.S. and there is uncertainty as to when the virus will slow down.
Global stock markets have crashed and businesses (like local roofing companies) will be impacted in some capacity.
As a roofing SEO agency that works with hundreds of roofers throughout the U.S. we are tuned into how this will impact lead generation, and web traffic.
So what does this mean for you as a roofing contractor?
What You Should Avoid
Don’t Make Business Decisions Driven by Panic
Many of the worst business decisions are made in times of panic. You are not thinking rationally, and you are no longer thinking long-term. Human nature might cause some roofers to shut down their business entirely, but that only opens the doors for competitors to steal your customers, and not just temporarily, but forever.
Don’t Stop Marketing Your Roofing Services Online
Now is actually the worst time to end your digital marketing campaign since other forms of roofer marketing will be nonexistent for a minimum of several months. The only way consumers will look to find roofers during this crisis is through online channels like Google search, Google My Business, or other business directories.
How To Take Action
Accept That Door Knocking is Suspended Indefinitely
Roofers who rely on door-to-door sales must accept that that approach won’t work for the foreseeable future. The U.S. population has been advised to avoid unnecessary interactions. As a door-to-door salesman… even if you just leave your promotional flyer, people aren’t going to want to touch it. All your promotional efforts must transition to a digital format that people can access online.
Will Homeowners Want to See Roofers in Person, Even on a Job?
From what we’ve witnessed so far, there is still a demand for roofing services throughout many parts of the country. As long as prearrangement is made online, and over the phone, and your roofing company has assured the public that you are exercising the most stringent safety policies, there is very likely to be ongoing business opportunities for roofers. You won’t have to have much personal interaction with the homeowner if you can go over the details over the phone.
Double Down on Online Marketing
During times of crisis, businesses that double down can come away ahead of the curve. Some roofing companies will shut down out of instinct, and others will pull all of their digital marketing resources for preservation. While this is understandable and unfortunate it also presents a growing opportunity for roofers willing to be more aggressive in uncertain times. Let’s consider:
While some roofers shut down their business, and others stop taking jobs, the roofers who stay consistent or double down will begin to accumulate more reviews on their Google My Business profile. Not only can that help boost your ranking within the Local Map Pack for short-term lead generation, but it will also give you a long-term advantage which is the most profitable over time.
Update: Google has temporarily suspended GMB review functions to protect local businesses. We’ll be listening intently to releases from the tech giant about when reviews will continue. In the meantime, now is the perfect time to craft your review collection plan for when they resume.
Google’s algorithm has gotten more intelligent each month for the past several years. A website that is not actively conducting business will not continue to outrank those who are. Furthermore, websites that stop pursuing optimization will eventually die out on organic search. That creates an opportunity for local roofers to jump up by default, which we have not seen in quite a while.
Pay Per Click
While some businesses pull paid ads from Google, others can capitalize by buying cheaper clicks as the cost per click is expected to drop. While we haven’t seen it drop yet, there is a growing expectation that it will. That means roofers can buy clicks for valuable keywords at a fraction of the price they would’ve had to spend just a month ago. That’s an opportunity.
Ease The Concerns of Your Customers
There’s no question that the uneasiness of the times will extend to your customers who are concerned about the health of their families and of themselves. That’s why it is critical to demonstrate and promote your safety measures and to avoid excessive physical interactions. If customers know you are taking this seriously, they are more likely to continue with your services.
The first thing to communicate is your awareness of the COVID-19 outbreak followed by outlining the measures you’ve taken to increase safety and decrease risk. One way to highlight this is through a website notice that appears on your homepage. This way, both current and prospective customers will feel more comfortable using your services.
Use the recommendations of certified health professionals to perform your services in the safest way possible. If homeowners see that you are taking the risks seriously, they are more likely to feel comfortable with your services and more likely to leave you a positive review in this unprecedented scenario.
Answer The Question “Is Roofing an Essential Business?”
There is some confusion about whether roofing is designated as an essential business — meaning one that can remain active during the coronavirus shelter in place mandates. The NRCA has drafted a letter to the White House urging them to designate roofing as an essential business. The letter is also being circulated to State governments on behalf of local NRCA affiliates who have been given permission to distribute it.
It’s hardly a stretch to consider roofing essential in the event of extreme weather conditions, which are expected to increase in the coming months. People can’t possibly live a functional life if their roofing system is decimated by hail, winds, and tornado debris. It would make perfect sense for roofers to be considered essential, particularly during these months.
Aside from extreme inclement weather conditions, there is a step above that which can devastate communities. Natural disasters like earthquakes, tornadoes, hurricanes, and other unforeseen disasters can displace people from their homes. It would be a real struggle for homeowners to function without the help of professional roofing contractors who they rely upon under these circumstances.
The Bottom Line for Roofers During COVID-19 Outbreak
Everyone is stressing during these uncertain economic times, and there is a level acceptance that we all must arrive at. Business doesn’t have to end for roofers, but it does have to be altered to fit our communities in times of need. There’s no question that some roofing contractors will capitalize by making smart adjustments and investments going forward.
Use This as an Opportunity
Now is the time to show you are a superior roofing company and market yourself in that way. If you are able to meet customers’ needs in times of crisis, you are making an everlasting imprint on their psyche and consumer behavior. There’s no better way to ensure customer loyalty than to prove your worth during tough times.
Protect Your Staff & Customers
But most importantly, you should value the safety of your staff members and exercise every precaution to ensure the safety of your customers. By transitioning more of the communication aspects of your business to an online, digital format, you can not only do your part as a citizen but also set the pace for roofing companies who will come out of this crisis on top of the pack.
Contact Roofing Webmasters
Just as it is your duty to help your customers through the COVID-19 outbreak, it is ours at Roofing Webmasters to help roofing contractors excel. Since door knocking will be eliminated as a marketing option for a significant time, it is the responsibility of digital marketing agencies like ours to provide affordable SEO services that can keep your business afloat. Give us a call at (800) 353-5758.
People spend hours every day on social media.Hours. What if you could put your roofing company’s name in front of their faces and earn some quality leads? With social media marketing for roofers, that’s easier than it’s ever been before.
Today, we’ll dig into some of the most prominent brands in the social media marketing industry to discover which platforms work best for roofers. We’re focusing on options that provide the best accessibility, profitability, and control. Be sure to write down these helpful tips from our seasoned social media expert, Amberlynn!
Key Takeaways for Roofers
Social Media Marketing offers paid and free opportunities for promoting your brand.
Promoted posts are cheaper, but ad managers typically offer more control.
Experiment and adapt to find your best platforms and strategies.
Don’t neglect your roofing company’s social media profiles!
What is Social Media Marketing?
Social media marketing is the promotion and exposition of your brand through online social platforms. It involves both “free” and paid campaigning, though most companies lean predominantly towards the latter. Any social activity that pulls prospective clients towards your services can be considered social media marketing. That includes content marketing, promoted posts, and advertising.
Is Social Media Marketing Worth It?
That’s the real question! There are numerous tools, applications, and platforms to explore in social media marketing, but not all of them offer the same value for your roofing company. In fact, some of them could be a complete waste of time, money, and resources. That’s why we’ve taken the time to develop a social media marketing bare essentials kit, one that should help you test the waters and gain considerable experience. Our kit won’t break the bank either.
Dip your toes in and find out what works for you.
Your Bare Essentials Kit
Building a sophisticated marketing plan takes time. It requires careful planning, testing, refinement, and more testing. Until you’ve developed your own tailor-made strategy however, there are a few major platforms with great options to get started! Here’s a basic essentials kit for your roofing social media marketing.
Step #1: Facebook Advertising
Facebook Ads Manager provides exceptional control over who sees your ads and how much you ultimately spend. Considering the platform offers access to over two billion accounts worldwide, you can invest confidently, knowing that Facebook has a significant presence in your community. Pick your target market, when your ads show, and how much you’d like to spend. It’s refreshingly simple!
You can also take valuable content (guides, videos, etc.) and “boost” them with promoted posts. This style of advertising comes with less control over who sees the ads, but also tends to be a bit cheaper. If you have content marketing pieces already earning leads, consider boosting them this way.
Before you advertise: Make sure you’ve completely filled out your free Facebook Business profile. Add personal pictures of yourself, the staff, work crews, and family members, just like you would with your company website. Make sure your company address exactly matches the one listed on your Google My Business account, or you might create problems with your local search listings. Finally, take time every week to check your Facebook page for new questions and comments. You’d be surprised how often a prompt response wins over new clients!
Step #2: Instagram Advertising
Closely related to its parent company (Facebook), Instagram Advertising makes connecting with your target market easier than ever before. Compared to Facebook however, Instagram ads are even more visually compelling. Promoted images are common tools for showing off roof installations, but there’s much more control in platforms ad manager. From there, you can generate image campaigns, Stories (short videos), and even long videos for the purpose of direct advertising.
Again, you can hand pick your target market, show times, and budget for maximum ROI.
Before you advertise: Invest some real time and effort into filling your profile with quality photos and video. Your Instagram profile could set the initial impression of many prospects. Does your crew seem friendly? Do your roofing projects showcase the skills of your team? Even if it’s only with a personal phone, start regularly taking pictures during your projects!
Step #3: YouTube Advertising
YouTube Advertising is perfect for showing off your company’s services in a real and tangible experience. On top of uploading free guides and project videos for your brand, you can easily produce 30 second ads on specific services, promotions, or your company in general. If you have the budget, you can craft even longer pieces. But we recommend starting small and testing out your local community’s reaction.
Don’t forget to embed videos on your website too. For many people (especially younger demographics) video content is easier to consume and more likely to convey your company’s unique value effectively.
Before you advertise: Get in some testing time! Capture a few videos of your crew and staff. Ask a loved one to help you practice in front of the camera. Start thinking which installation projects and repair visits a prospective client might like to see. Write down any frequently asked questions or mentioned concerns that you can address in your video content. These will help you generate more informative and valuable pieces down the line!
Does Social Media Marketing Work?
Absolutely! Social media marketing offers tremendous value, savings, and growth for roofers willing to explore its potential. Compared to Google Ads, social media platforms like Facebook and Instagram may feel like unfamiliar territory. With this essentials kit and little ingenuity however, your roofing company could see outstanding returns!
You don’t have to do it alone, either. Our team at Roofing Webmasters is here to help you develop a phenomenal advertising strategy in both Facebook and Instagram Advertising. Our campaigns rely on careful research, smart budgeting, and professional customization to produce the best return on your investment.
To learn more about our roofing social media marketing solutions, call us at (800) 353-5758!
With a host of fantastic (and cheap) template designs available on the market, it’s easier than ever before to hammer out a functional website in a very short time. In fact, it’s so easy that one starts to wonder why we even need professional web designers at all. Okay, let’s just spit it out!
Is web design dead?
If the hundreds of roofers on the backpages of Google Search are any indication, no. Web design hasn’t died…yet. There’s still an enormous gap between leading companies and floundering runner ups in local search. Carefully crafted websites are killing it in sales, while everyone else is wondering what they did wrong.
Today, let’s scrutinize the role of web design and it’s very real effect on month to month sales. Creative Director Jason Landry dives into what sets professional, optimized design apart from the cheap hacks. The difference is bigger than you might think!
Key Takeaways for Roofing Contractors
Don’t overcomplicate design! It boils down to information and presentation.
Prioritize functionality and familiarity over fancy visuals.
Visitors to your site should be able to locate their desired service(s) in under a minute.
Don’t believe anyone who says a single gimmick leads to top rank in search. Search-optimized web design takes work and careful planning across the board.
Creating a Winning Site
When we say “winning”, you’re not trying to win any awards for the most jaw-dropping visuals. You don’t even need to be the most original developer to produce a revenue driving website. A truly successful roofing website works to meet the needs of prospective clients.
Case in point: take a look at the highest ranked roofing company website in your city. Odds are, it looks remarkably familiar. Take a look at the next site in line. Then the next. You should start to see a pattern.
The truth is that most roofing websites look the same.
Granted, each website chooses different colors, logos, and wording. Beyond that, you’ll find immediate access to the company’s contact information, informative content about their services, and (hopefully) original photos of the owner’s family, office staff, and/or crew. Sure, they may through in a fancy contact form or funny slogan, but that’s just icing on the cake.
Tips for Higher Traffic and Better Click Rates
On the User Side
How Does Web Design Aid the User Experience?
Picture a chasm between prospective clients and your services. The shorter that gap, they more likely they’ll be to take the leap. Artsy-fartsy design often gets in the way of your prospects finding the solutions they need. Money-making website design shortens the distance and makes it ridiculously simple for people to find want they want.
That means basic nav menus, service schema lists, and a very visible office phone number on each page. After all, you don’t want people hunting for your phone number after they decide to try out your service. Last, but not least in the slightest, make sure your website font is easy to read.
On the SEO Side
How Does Web Design Help SEO?
You’ll find that many of the tips towards creating a pleasant user experience also pay dividends towards higher search rankings. Happy readers stay on your site for longer, visit more pages, and call your office. Google notices this activity and rewards your company with more attractive positioning.
If you want the strongest performance for your website however, service pages are the way to go. Categorize your services into a handful of topics. Build parent pages for each category, then create keyword-optimized pages for related service under them. Connect all of them with a simple navigation menu, breadcrumbs, and on-page links, and you’ve got the beginnings for a kick-butt site!
Focus on what matters most to your prospective customers. Fancy visuals often distract designers from delivering a familiar, practical experience for people visiting the site. Homeowners and commercial clients don’t need innovation from your company. They just need affordable, reliable service.
Remember that, and your next website could earn you some amazing revenue opportunities!
For all the custom web design, content writing, and original coding you could ask for, team up with our crew at Roofing Webmasters. We’ve helped hundreds of professionals earn exceptional ranking in local search. More importantly, we enable roofers to find sustainable brand growth and better leads. It all starts with understanding your company’s needs.
Let’s talk about your business! Give our team a call and see if a custom website could produce exciting growth for your company. Contact us anytime at (800) 353-5758 for a free consultation.
Every person measures success with different standards. That holds true in the case of the roofing industry. Some professionals may be content with ten sales every month, while another may land over 50 without even trying. Thus, when a prospective SEO client calls and asks “How many leads can I expect to get with your services?”, we inevitably have to answer…
“Well, that depends.”
Instead of panicking, packing up shop, and pulling out the phone cord for a couple of days, we do our best to provide an informative explanation. That’s exactly what we’ll do today! As Nolen and Jason delve into the process of estimating how many leads you could generate with SEO, be sure to keep a few factors in mind.
What’s the number you have in mind, right now? Would it surprise you that some roofing professionals are ecstatic to earn ten sales a month? We’ve cheered on a Pittsburgh roofing company earning three to four large commercial jobs a month. Their company may also work residential jobs for added revenue too.
At the same time, we’ve danced with outrageously busy roofers as they knocked out over 750 projects after one particularly bad San Antonio hail season. In fact, they earned another 300+ jobs in the following year too! Fort Collins is another storm arena with our clients operate in. We’ve talked with clients used to earning over $5 million in a year. These sort of environments offer explosive growth opportunities. So what point are we trying to make here?
Your market heavily influences your lead generation potential.
Developing a Reliable Standard for Leads
As much as we love to talk about our wildly successful clients, not everyone experiences the same level of success. If you judge your South Dakota residential firm by the standards of a Houston storm roofer, you’re always going to come up disappointed. On the other hand, you can earn outstanding lead numbers in the right city, with the right marketing!
Let’s walk through how you can develop a dependable estimate of lead potential.
Estimate Market Size
Step #1: Estimate the Size of Your Market
Step one is easy! How many people live in your service area? For this example, let’s say that your town holds 60,000 people. At an average of three people per residence, that’s a potential 20,000 roofs in your community. Now, if you have a smaller list of services – perhaps you focus on metal roofing – that number could be much smaller.
Consider how many roofs in your market fall within your list of solutions. Keep that number in mind as you move on to the next couple of steps.
Consider Roof Lifespans
Step #2: Consider the Lifespan of Local Roofs
How often do people in your local market replace their roofs, barring an act of God? Obviously, not all your local homeowners and businesses replace their roofs at the same time. For the purpose of simplicity, let’s take Nolen’s example and say that a tenth of local homeowners replace their roof each year. Take your size of your market from step #1 and determine how many roofing projects are up for grabs every year.
If 10% of homes in a city of 20,000 homes need replacements each year, then that’s 2,000 jobs every year. Your business will earn a percentage of that total.
Once you’ve figured out how many jobs are ripe for the taking each year, we come to the last phase of estimating how many potential leads you can earn.
Set Market Share
Step #3: Set Your Potential Market Share
This final step is a little more complicated. You need to consider how many competing companies exist in your market, then set a realistic capture-able share of online leads. Don’t give up, even if you’re a new entry in the market! We’ve seen brand new roofing professionals earn a dominant market share within a year or two.
If you don’t know how to estimate this percentage, don’t sweat it. Our SEO professionals would love to run through the process with you and help you come up with reasonable estimate. For now, let’s say you have 2,000 leads up for grabs each year, or 166 each month (we know know that’s not how life works, but whatever).
If you’re business is just starting out, you may earn three to five leads a month from your brand new website. Once your company brand grows and people recognize your name, that number will start to rise. A couple years later, you could be earning a dependable 10 leads a month!
A Note on Storm Markets
One side note: if you live in a storm prone environment, it’s easy to get carried away with hypothetical booms. However, we highly recommend that you heavily discount your estimated leads if you are trying to factor in storm markets. “The next big hurricane” could be next year. It could also be four years from now.
In the meantime, start laying the digital groundwork to prepare for that future storm. Even if your city experiences the worst storm in decades, companies with no online presence to speak of won’t magically strike it rich. People need to be able to find your business in Google Search, and that means developing an optimized web presence.
Your Part in Lead Gen
That’s right! Your business has a role to play in the process of earning leads. Get out there! Market your business, serve the community, and ask for reviews! Take pictures of your projects and share them with your website developer. Ask for reviews again! Continue spreading the word and being active in your school, neighborhood association, etc.
If you team up with our skilled developers at Roofing Webmasters, use Righteous Reviews. Our content developers, programmers, SEO experts, and other pros can do a lot of work. But collecting reviews, taking photos, and providing excellent customer service are things we can’t do for you. By working together, we can produce results that you’ll be proud of, no matter what market you operate in.
Planning an array of tantalising, fresh website content is challenging. Carrying out that plan is even harder! Today, we dig into some helpful words of wisdom from Shabnam Kuraishi, one of our most outstanding writers at Roofing Webmasters. Grab a pen and paper, because you’ll want to take notes!
You can also watch the video below on YouTube. Our Content Marketing page has more information for those looking to craft engaging material.
A Brief Introduction With Shabnam
Madison: Hi, roofing professionals and welcome back to another episode of the Roofing Webmasters Podcast! I’m Madison. Today, we have with us a special guest. We have Shabnam Kuraishi; she is one of our spunky content writers here at the Webmasters. Say hi, Shabs!
Shabnam: Hi guys!
Madison: We’re going to be digging into the content creation process, and I wanted to get Shabs’ viewpoint of it since she’s one of our valued and experienced [content writers]. She has some very great insight into the creation process.
Shabnam: Thank you! That’s flattering.
Background Prior to Website Content
Madison: Now Shabs, before we get started on the process itself, why don’t you tell us a little about your background?
Shabnam: Sure! I graduated with a degree in anthropology…
Shabnam: Ya, I know! Good connection right there. Since then, I did social media marketing and blogs for various businesses.
Madison: One of the things I’ve found with our group is people come from different backgrounds and some will have been writing since the 4th grade. Others will say “Ya, I’ve just started a few years ago and I love it!” I think it’s really cool (that anthropology background) because it really flavors your writing and makes it so interesting. Now how long have you been writing?
Shabnam: I’d say professionally, two years.
Madison: I’ve definitely gotten to enjoy some of your work, which is why I’m happy to have you with us. Let’s start digging into your process for writing…
How to Plan Content (Small Scale)
Madison: Let’s start on a micro-level, say a single page. You’re on a roofing client’s website. You’re just starting to plan it out, and you’re on a single page: “Roof Installation.” Can you take us through your process of developing that page?
Shabnam: Sure. First we’re going to try to get some topics that are relevant to “roof installation”. Maybe the materials or the services that they have regarding roof installation with the materials. So you’re gonna form a skeleton without really fleshing it out yet, [filling it] with the SEO and keywords, as well as any links that you want to put in there. You’re going to start doing some research in order to put some background information [for] that skeleton.
Madison: I like that. So you already know a general idea of where you’re going to go in the page before you really start writing.
Shabnam: Yes, I think that’s essential.
Using Website Content to Make Leads
Madison: With our writing, we go in with two different goals. One, we talk about SEO, which is what we’re known for here at the Webmasters. But we also want to develop a quality reading experience for whoever’s visiting the website. Let’s say you’re going through and looking at the site. How do you try to maximize that conversion potential? How do you turn prospects into leads and sales?
Shabnam: It goes with the style of writing. You are essentially doing sales marketing, web marketing as well. You want to provide the list of services that are relevant with that company. Put that in the forefront and put a call to action for them to contact the company if they [potential customers] have any questions regarding services (or anything like that).
Shabnam: I would say putting in the phone number links somewhere in the intro, as well as the outro of the page. Or you can put it sporadically throughout the page as a reminder. But you don’t want to bog it down too much.
Madison: So you have people that are looking for information or a phone number. They can find that at the beginning. Or they make it all the way through the page and they’re like “Okay! I’m sold. Let’s call the number.”
Shabnam: Ya! You can also hyperlink to the Contact Us page, where they may have more information.
Balancing SEO and Reading Experience
Madison: Dialing it back here for a second, we mentioned two goals: SEO and a solid reading experience. I find a lot of different roofing company websites out there have really strong difficulties with balancing the two. Do you ever face that difficulty? Is that a real challenge to get the right mix of the two?
Shabnam: Ya. It’s fair to say at first you’re just developing your voice, which can sometimes be robotic or grammatically incorrect. What you want to try to do is match the grammar, try to flow it [SEO elements] in seamlessly and keep that sales voice (or that encouraging voice) for the customer to contact them.
Key Non-Text Page Elements
Madison: You’ve definitely talked about the textual elements: voice, grammar, and consistency in your tone. But there’s a lot of elements that go onto any given service page, including some that aren’t within the text itself. What would you say are the most important non-text based elements on the page?
Shabnam: I would say the most important, besides text, would be formatting the page, putting in some page breaks, as well as some images. That way, there’s more things to see when you’re looking at the viewpoint of the screen. It’s not just one line or one page of text. You want there to be some interest.
TLDR (Too Long; Didn’t Read)
Madison: I’ve seen so many websites, where you can tell it wasn’t written by a content writer because it’s all this one solid wall of text going down. Three sentences in and you’re like “Ohhh! I can’t do it.” That leads perfectly into our next question. There is an ongoing saying pretty popular these days and a big problem, especially in email marketing and writing. It’s “TLDR“, which stands for “Too Long; Didn’t Read.” Now getting people to actually sit down and read through an entire page can be a real challenge, especially when they’re pressed for time. So what do you do to try to combat that TLDR, that urge to jump off the page and look elsewhere?
Shabnam: I’d say it’s a fine balance between keeping it engaging, yet concise. What you want to do is put some main points in there (bullet points) that could draw their eye to that service. You also want to make sure that you’re keeping with that content marketing by putting that voice in there that’s not too pedantic.
Developing a Pleasant Reading Experience
Madison: So something that keeps it light and flavorful? Cool. I’ve found that so many websites, whether it’s roofing, plumbing, or HVAC, they have the tendency to “Sell! Sell! Sell!” They don’t focus on answering the questions that consumers really have. So what you’re talking about is such a huge step towards encouraging readers to stay. What would you say are the most important elements for creating a great, overall pleasant reading experience?
Shabnam: Put some background information in there as best as you can, but also provide the encouraging voice to go ahead with what their goals are and contact someone if they need help with something (which is more than alright). You don’t want to be robotic in the writing process either. You want to be developing something that will engage a potential customer into engaging with you.
Madison: You’re encouraging conversation. I find that many of the best websites out there, when you read through it, it’s almost like you’re talking with a person. You’re not reading through a “This is what you should know and this is what you should do.” It’s almost like someone is hearing your question and answering it directly.
Total Website Content Success
Madison: Now let’s blow up the scale of this process. We’ve talked about it on a per-page basis. Let’s cover the entire website now. You work on dozens and dozens of pages across any given site. Some of our largest websites can have upwards of sixty pages. How do you work to make sure that all of those pages come together and are successful…that they have the consistency that you need and all the other elements that make an extraordinary website?
Shabnam: That’s exactly it: you want to have that consistency. With the formatting, the links, and putting bullet points in there. Just make sure that, overall, everything is streamlined and you have a voice that matches from page to page. Make sure that you put those keywords in.
Madison: Ya! Keywords: SEO. They’re such an important part of every aspect of writing. Even URL optimization, headers, and whatnot. It basically determines whether or not your website is successful in connecting people from search engines. That’s a great point.
Madison: You’ve answered a lot of questions already, but let’s take it back. Let’s say that a roofer just came in at the last part of this video. If you wanted them to remember one thing, to have one takeaway from this entire video, what would you want that to be?
Shabnam: I would say, besides all the technical aspects, what are you gonna bring into the company? What value are you going to give to the customers? There are a lot of competitors out there, and you really want to hook them into your company.
Madison: That’s good. That reminds me of something we talked about a couple episodes ago. It’s not enough to get people to find your company. In search marketing, you actually have to convince them to choose your company over the dozens of other people in your area. I think we can go ahead and end there. Thank you guys, again, and thank you Shabs for coming in (and your time). I love the flavor that you add to this stuff.
Shabnam: Thank you!
Madison: As always, we are here to help with your SEO and your content writing needs. If you have any questions, you can put them down in the comments below. Or you can just give us a call at Roofing Webmasters. We’ll see you next time!
Does SEO really mean what you think it does? Jason and Nolen explain how ignorance and misinformation lead many roofing companies astray during online marketing. If any of these real world stories sound familiar, it might be time to reconsider how you search for marketing services!
Key Takeaways For Roofing Professionals
Inaccurate preconceptions prevent businesses from finding SEO services they really need.
The amount of money spent on a poorly-performing website template does not make it better.
Pretty websites don’t always make successful (sales-driving) sites.
What is Real SEO?
Marketing is an ever-shifting, bustling industry. As much of the consumer world transitions into online search for their day-to-day needs, roofing companies look to Google to find their customers. Most savvy business owners understand a few basic facts:
They need a website,
They need to advertise online, and
They need to optimize for Google.
If you’ve already grasped these marketing truths, your business is already doing better than many roofing companies out there. Unless you have years of search marketing research under that tool belt however, there’s still a long road between your company and a successful online marketing strategy. That’s why the vast majority of roofing firms turn to agencies to guide their progress. The only problem is:
How do you find a real SEO company that actually knows their stuff?
Real SEO (search engine optimization) focuses on crafting a website that blends superior keyword rankings with a smooth visitor experience. Numerous elements go into this process, including web design, keyword research, schema coding, and citation management. Even a quick Google search of “roofing seo” however, reveals that dozens of businesses offer SEO services for the industry.
A Dangerous Truth About Most “SEO Companies”
Unfortunately, most roofing SEO companies have no idea what they’re doing. Still more claim to provide search engine optimization but provide little in the way of actual SEO. What you’ll find instead are…
Expensive Website Developers (also without search experience)
Social Media Marketing Agencies
Marketing Software Companies
Some of these agencies truly offer valuable solutions for earning roofing sales. Others have no clue what they’re doing, but can easily talk their way through sales calls. Again, very few provide real solutions in the way of SEO. From an outside perspective, that might not seem like a big deal. However, the difference could end up costing your business years of setbacks and thousands of wasted marketing dollars.
Why Does SEO Even Matter?
Quality SEO solutions tend to take time (usually a few months) to produce results, but the results last. These solutions generate a steady stream of local consumers coming into your website and contacting your business. Consumers also tend to return with greater frequency, at significantly lower cost than if you tried to buy them through a lead seller. Revenue opportunities only grow over time as both Google and consumers learn to recognize your company brand.
In short: SEO offers cheaper leads, more sales, and more sustained revenue over time.
Roofing contractors with a real SEO company will happily share their success stories (unless you’re a local competitor, of course). In fact, it’s a wise practice to look up high-ranking roofing companies outside of your service area and see who their marketing company is. You’ll find their brands listed in the top of local map packs and organic search results!
Once you find a capable SEO service provider, don’t let go. We’ve witnessed too many businesses jump into marketing with great enthusiasm, only to bail out a month or two later. They usually fall into one of two tragic stories:
The roofers attributed their success to their own abilities.
A competing marketer talked the roofer into switching.
If your company enjoys sweet success from a certain SEO marketing company, why leave? Thankfully, there are ways to confirm whether or not your company is providing worthwhile results. Chart the number of leads you earn each month. Compare your numbers with those from last year and the year before. Examine your Google Analytics dashboard and see how many site visitors originate from Google Search!
At Roofing Webmasters, we’re always happy to walk through your Analytics and chart your progress. Is your company willing to prove their worth? If not, we’d love to talk with you about your company SEO needs! Give our team a call at (800) 353-5758 for a free consultation.
When no one offers a solution to your problem, sometimes you have to become the answer! Through a strange adventure filled with twists and turns, a long time professional in the home security industry became the founder of an SEO and web design company. Nolen and Jason talk about the history of Roofing Webmasters!
Key Lessons for Roofing Professionals
Marketing is one of the most powerful factors contributing towards roofing company success.
Online marketing grows your digital channel of leads.
It takes dedication to make page one in search results, but the payoffs are huge.
In-house marketing is impractical (and expensive) for most small businesses.
A Brief History
Roofing Webmasters actually grew out of a completely different industry! Years ago, our founder Nolen Walker ran a home security business out of the Dallas / Fort Worth area. When telemarketing began to face strong federal backlash, he saw that online advertising and website optimization was the best way to further his business.
Unfortunately, few local marketing companies had any experience with SEO. Those that did charged a fortune for the most basic services. Their cockiness and patronizing drove Nolen away from their services very quickly!
Dissatisfaction Breeds Innovation
Nolen decided to take matters into his own hands by hiring an in-house team of marketers to promote the business. It was a very expensive proposition at the time, but it laid the groundwork of what would ultimately become Roofing Webmasters! Today, our team consists of over twenty content writers, web designers, programmers, video specialists, and SEO analysts.
We take on the online marketing challenges that are too time-consuming or costly for many roofing professionals to handle themselves.
Crucial Lessons From Our Past
It took years of trial and error to find the well-balanced team of professionals we have today. We learned some crucial marketing lessons during that time.
The most successful businesses typically invest heavily in marketing.
Not all digital marketing firms have the necessary experience to manage SEO.
In-house is an expensive challenge that most businesses can’t manage.
Cockyness isn’t always a sign of expertise.
Clear communication with your marketing team is essential for long-term success.
These are lessons that we continually honor and share as we serve businesses across the country. They are why we strive so hard to provide timely, customized service for our clients. But enough about our business! Why does online marketing matter for your roofing company?
Why Online Marketing Matters
The concept behind marketing is a simple one to grasp: if you want people to know about your services, they have to be told. If you need prospects to choose your team over a competitor, you have to persuade them. Marketing accomplishes both of these goals, providing the necessary information and persuasion to draw clients into your revenue stream.
Marketing is simply part of doing business.
That truth extends into the realm of search marketing, which connects your company brand / website with local consumers on Google Search. With so many people relying on Google to find their essential services, it’s amazing how many professionals in the roofing industry still don’t quite grasp the significance of this type of marketing. Yet there are so many benefits to reap from it!
Expanded Revenue Potential
Think of all the consumers looking for roofing service online! Search marketing provides roofers with the essential visibility and authority needed to earn premium rankings. Scoring page one rankings could land you thousands of dollars in new revenues each year. The best part? Organic search results are so much cheaper than buying leads from a seller!
Enhanced Branding Growth
How people perceive your business is just as important as what you have to say about it, if not more. With a high ranking website on Google Search, people automatically perceive your business as more authoritative and trustworthy. Enhance that site with professional web design, plentiful client reviews, and verified local citations (from Yelp, BBB, etc) for an even stronger online performance!
These are all activities your search marketing strategy should include.
Empowered Customer Service
Be where the customers are. That’s a crucial pillar of business and an even more essential facet of customer service. If your potential clients can’t even find your business online, then how can they find the relief they need? Search marketing enables your company to better communicate with the thousands of homeowners, through your website and other online assets.
Thousands of contractors claim superior skill and expertise, but few take the time to answer the key questions that consumers ask every day.
Team Up With the Webmasters!
Need a seasoned team of SEO professionals in your corner? See why hundreds of contractors rely on the Webmasters for their search marketing solutions! From custom web design to original content development, we provide long-term growth opportunities to make your company shine in local search.
Don’t take our word for it though; see for yourself with a free consultation at (800) 353-5758!
This is the tale of how a fresh-faced contractor with a brand new website managed to dethrone an industry champion…in two months. Learn how changes in local SEO (and some fancy software) made it all possible. If you’ve struggled to get ahead in search this year, be sure to listen in!
Reviews provide strong evidence of your company activity and dependability.
Local search results can change much faster than regular organic listings.
Bob: the Local SEO Superstar
“Bob” recently broke into the plumbing industry for a town of over a quarter million people. As you may know, our team at the Webmasters supports businesses from all kinds of industries (though we specialize in roofing, plumbing, and HVAC). Here was Bob with a brand new business, a freshly minted website, and what seemed like a long road towards success ahead of him.
In just two months, Bob earned the top spot in a local map pack for one of the most competitive keywords in the industry!
As a matter of fact, Bob secured top listings for several critical phrases in his local search area. You can bet he’s enjoying an outpouring of business in both his hometown and nearby cities. Wondering how Bob pulled off such an amazing transformation as a brand new business?
Two factors made Bob’s outrageous success possible: the recent Local Search Update from Google, and geotagging. We have great news for you! Your roofing company can take advantage of these opportunities too.
The Shift in Local SEO
While organic rankings depend predominantly on your company website, local SEO focuses on your Google My Business (GMB) account. The search engine analyzes your listing to determine your industry, related services, contact information, and operational details (such as business hours). Afterwards, it examines your company website to find supporting evidence.
In other words, you need both an optimized GMB and an optimized website to win in local SEO.
With the latest major update to Google’s search algorithm – release was surprisingly quiet, by the way – local mapping results have shifted yet again. We’ve seen local contracting champions with hundreds of reviews dethroned by underdogs with less than ten! Bob, our new plumbing contractor, dethroned an established business that had likely held that spot for years. Your roofing company can do the same!
Shaking Things Up
The Big Difference
Once again, well-written and schema-coded content seems to be coming out on top with this Local Search Update. The map pack champions falling out of top local placements typically share one trait in common: they haven’t taken the time to optimize their websites. On the other hand, the businesses skyrocketing up in local search have carefully made keyword-rich service pages. All their pages are further enhanced with schema code.
If you’re a long-time brand in the roofing industry, this should scare you.
No more resting on being the oldest roofing company in town! Google continues to seek out the best user experience for consumers, and so should you. If your ranks are falling fast in local search, it’s time to reassess your website content and design.
Bob’s Secret Weapon
As we mentioned before, Bob’s success rested on two factors. We’ve covered how the Local Search Update paved the way for him to overthrow long-running industry champs in his community. Bob relied on another key tool for his wild success. His secret weapon: geotagging.
Geotagging is the process of adding GPS (or location) data to your digital assets. In Bob’s case, he used our Righteous Reviews software to geotag both his on-site check-ins and his client reviews. Most businesses can only claim they provide services in a particular area. In Bob’s case, Google started seeing little pins all across the community map in places Bob completed projects and homeowners had left glowing reviews. The search engine absolutely craves this data, because it provides concrete proof of a business’ service area!
All of Bob’s check-ins and geotagged reviews sync with the related service and city pages. This means the latest tag gets automatically uploaded to his pages, where Google notes the new activity and rewards the business with higher rankings. This is how a brand new business (with a two-month old website) managed to take top spot in local search for one of the most competitive keywords in his industry!
Want to Learn More?
Local SEO is an exciting frontier for both new and seasoned roofing professionals. If your business has struggled to gain a foothold in map listings and the local pack, our team at Roofing Webmasters is here to help! To learn more about map packs, Righteous Reviews, schema coding, or another element of local search, give our team a call at (800) 353-5758.