Author Archives: Roofing Webmasters

How I Got Started in SEO | Roofing SEO Podcast

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.

Local Roofing Companies Show in the Google Map Pack
Earning a Spot in the Local Map Pack Can Mean Significant Increases in Site Traffic and Leads!

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!

Impressions Stat on Search Console
Search Marketing Increases the Number of People Exposed to Your Brand.

 

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.

Keywords on a Roofing Company's Search Console
Search Marketing Also Reveals Which Keywords are Securing Clicks for Your Business.

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!

Other Resources From Roofing Webmasters

Articles and Podcasts
Online Marketing For Roofers Just Starting Out (Podcast)
True Client Stories: Roofing GMB Nightmare (Podcast)
Survey Says: Roofers Need Reviews to Excel in 2020 (Article)

Related Services
Roofer SEO Services
Buy Roofing Leads
Online Reviews and Reputation Management for Roofers

Posted: | Updated: Jan 13, 2020 | Categories: Podcast

Local SEO Updates For Roofers | Roofing SEO Podcast

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!

Local SEO Tips for Roofers

  • Local SEO for roofers begins with claiming and verifying your Google My Business listing.
  • 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.

Here’s how…

A Local Map Pack For a Common Roofing Term
What if You Could Secure Highly Competitive Keywords in Local Search?

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.

Secret Weapon

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.

More Resources From Roofing Webmasters

Other Podcasts and Articles
Righteous Reviews (Podcast)
How Do I Beat Other Roofers Online With SEO? (Podcast)
Your Google Homepage For Roofers (Podcast)

Related Local SEO Services
Local Keyword Ranking
Online Reviews and Reputation Management for Roofers
Brand Development for Roofing Companies

Posted: | Updated: Dec 20, 2019 | Categories: Podcast

Survey Says: Roofers Need Reviews to Excel in 2020

Reviews and Consumer Research

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

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

  • Do consumers routinely check online reviews prior to selecting a contractor?
  • What sort of ratings must a contractor have to be considered for selection?
  • Where do homeowners prefer to look for online reviews, if they do at all?
  • How much to consumers value online reviews stack up vs personal recommendations?
A Screenshot of a 5 Star Consumer Roofing Review
Our Study Goal Was to Determine the Impact of Reviews on the Shopping Process.

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

Key Findings From Our Online Consumer Study

Key Findings From Our Consumer Surveys on Reviews

 

Our Survey Process

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

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

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

Our Consumer Surveys

Research

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

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

Priority

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

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

Imperfect

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

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

Comfort

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

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

Important Lessons For Roofing Companies

Lesson #1: Gather Reviews From Multiple Sources.

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

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

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

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

Raw Counts of Survey Results Checking Multiple Review Sources
Consumers Checking Multiple Reviews Sources Won By a Slim Majority.

Above, we can see a majority of consumers prefer to consult multiple review sources prior to choosing a roofing contractor. Only a small percentage claimed to consult a single source, while almost 42% of the respondents normally do not check online reviews. This may indicate a preference for personal recommendations, or a tendency to use Google Search ranking as a means of choosing.

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

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

Number of Review Sources Checked by Age
Review Checking Habits Shift With Each Subsequent Generation.

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

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

Male and Female Review Checking Habits
Males Were a Little More Likely to Check BBB & Angie’s List Than Their Female Counterparts
Primary Review Sources Split By Ages
Younger Generations Shift Away From BBB and Angie’s List Towards Google Reviews.

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

Lesson #2: Less Than Perfect is Still Great.

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

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

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

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

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

Let’s see how age factors into our findings!

Willingness to Accept Imperfect Ratings Split by Age Bracket
Once Again, We See a Dramatic Shift Between Older and Younger Generations.

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

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

Most Comfortable Ratings Split By Gender
Males Seem Slightly More Comfortable With Imperfect Contractor Ratings Than Females.
Ratings Comfort Split Up By Age Brackets
Younger Age Brackets are More Comfortable Trying Contractors With Less Than 5 Stars!

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

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

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

Taking Advantage of Online Reviews

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

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

Top Lessons on Client Online Reviews

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

SEO Lessons For Roofers

Now that you understand how crucial online reviews are to your digital marketing efforts, keep up the good work with collecting them! A deep pool of fresh reviews makes it easier for Google to rank your website higher. Collecting them from a variety of resources provides even stronger evidence of your company’s trustworthiness.

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

A Yelp Profile For a Roofer in Houston
This Client Has Done a Fantastic Job of Collecting Yelp Reviews!

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

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

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

Closing Thoughts

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

For more tips on gathering reviews, or for a professional SEO consultation, give us a call at (800) 353-5758.

Local Search Update For Roofers | Roofing SEO Podcast

The digital marketing world knows Google well for its secrecy, but not so much for subtlety. When the search engine giant drops a massive new update that potentially affects millions of businesses around the country, you can bet there will be a scramble to get up to speed on critical changes. Thankfully, our team at Roofing Webmasters has done all the prep work already.

So let’s talk about the Local Search Update, and how your business can adjust its content strategy!

SEO Tips for Roofers

  • The latest local search update places even greater emphasis on diverse keyword strategy.
  • Make sure your website has enough service pages to rank for your desired terms!
  • Google My Business should be optimized and filled out as much as possible.
  • Schema coding dramatically helps your business stand out from others.

Immediate Impact of the Local Search Update

Let’s get started with the most important impact the local search update might have on your roofing business. If you’ve relied on a company name that incorporates a industry keyword (ex: Bill’s Roof Repair) to earn you leads, you may have already noticed a steep drop in local listings. That’s because Google’s neural mapping system has expanded the search engine’s ability to recognize synonyms of hot industry keywords.

Now Google can recognize all kinds of synonyms and phrases related to roofing and use them to assign ranks in local search results.

If your business has already developed a diverse collection of industry keywords on your roofing company website, you may notice an increase in rank. However, if you’ve relied on generic go-to phrases that everyone else does, you may drop in local search ranks. That could be especially damaging if you’ve held a long-term position at the top of a local map pack!

Your Strategy

How to Take Advantage of the Local Search Update

As always, Google connects search users with the highest quality content. Since they don’t have to rely on exact matching and the same old keywords, they will vigorously expand their ranking process to hunt for even better search results. There are a few ways you can take advantage of the local search update for your business:

How to Earn Stronger Ranking After the Local Search Update

  • Make sure your website has dedicated pages for each of your specific services.
  • Avoid spammy (repetitive) usage of keywords as you try to rank.
  • Write naturally, using synonyms and language a ninth grader could understand.
  • Infuse your pages with schema code, especially in headers and lists.
  • Continue releasing material (through content marketing) with new, relevant keywords.

Key Tools

What Tools Can You Use to Optimize?

If you haven’t taken the time to develop a broader keyword strategy, don’t worry. There’s always time to start optimizing your website. Look to helpful tools like SEMrush, Moz Keyword Explorer, Answer the Public, and Ubersuggest to search out new and exciting phrases!

Ideally, you’ll want to target mid to low volume phrases with high user intent. That means the terms themselves clearly reveal what the consumer is looking for (such as installation service). Mixing these quality keywords in with more generic phrases makes your content pop in Google Search!

If you haven’t taken the time to update your Google My Business (GMB) account recently, it’s time to take another look! No other tools affect your local listings as much as your GMB, so regular checkups are essential. Continue adding photos of all your greatest jobs! You can also promote limited time offers through GMB posts.

Is Your Website Ready?

There are a few ways to tell whether or not your website is ready for the Local Search Update. First, compare the number of pages on your website to the number of individual services your company provides. If the site currently tries to advertise all your services on a handful of pages – it’s even worse if your site doesn’t mention them at all – you’re not ranking as well as you could be. Dedicated service pages are the way to go, at least for now. 

Next, make sure that your pages have plenty of schema code. This coding allows Google to better interpret various page elements on your website, improving your chance of earning outstanding local ranks. If you haven’t already, you need to listen to our talk on Righteous Reviews and schema-enriched client reviews! The results we’ve seen in local search are truly incredible.

If you’d like to learn more about local search, the Local Search Update, or anything related to website optimization, our team at Roofing Webmasters would love to talk with you! Consult with our experts for free at (800) 353-5758, and see why so many contractors come to us for higher search rankings.

Additional Resources From Roofing Webmasters

Other Podcasts and Articles
Increasing Your Website Visitors Through User Intent (Podcast)
How Will the Google BERT Update Impact Roofers? (Article)
– Your Google Homepage for Roofers (Podcast)

Related Services From RWs
Local Search Marketing for Roofers
Local Keyword Ranking
Common SEO Mistakes Made by Roofing Contractors

Posted: | Updated: Dec 9, 2019 | Categories: Podcast

Roofing SEO Conference 2020

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

That’s why we go to conferences!

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

Key Marketing Lessons for Roofing Companies

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

What Hasn’t Changed in SEO

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

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

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

Let’s dig in!

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

Your SEO Baseline Reqs

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

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

The SEO Bare Essentials List

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

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

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

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

Above and Beyond

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

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

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

Supercharged Client Reviews

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

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

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

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

More Resources from Roofing Webmasters

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

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

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

True Client Stories: Roofing GMB Nightmare

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

Key Lessons for Roofing Professionals

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

A Shaky Foundation

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

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

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

A Painful Local Search Mistake

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

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

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

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

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

A Difficult Lesson

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

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

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

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

How Can You Avoid Bob’s Mistake?

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

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

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

How to Earn Leads and Avoid Search Penalties

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

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

Other Resources from the Roofing Webmasters

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

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

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

9 Qualities of The Perfect Roofing Landing Page

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

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Considering the inescapable volume of advertising and other marketing noise we hear on a daily basis, it’s no wonder that the majority of these calls to action fall on deaf (or overtaxed) ears. That’s why a well-crafted roofing landing page is so important for cutting through the noise and communicating with would-be clients. Today, we’ll dig into how to construct a winning landing page design (or reoptimize an existing layout). 

Let’s dive in!

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

What is a Landing Page and How Does it Work?

Sometimes, a business needs a consumer to see a specific message, service, or offer without the distraction of other website materials. Many companies achieve this by creating links, ads, and other hyperlinked objects that transport the potential customer to a simple page with a focused message. That page typically has a header, imagery (or video), short text, a compelling offer, and a call to action.

These specialized and (often) temporary pages are designed with the consumer’s place in the sales funnel in mind. With capable planning, they often enjoy higher conversion rates than traditional website copy. Of course, their lead-generating power makes them a heavily used tool for advertisers and digital marketing companies.

So what qualities make a perfect roofing landing page?

Quality #1: It Has a Clear Purpose

It’s easy to jump straight to goal-setting, click-thru-rates, higher subscription lists. Try to begin your roofing landing page with a one or two sentence goal. Think about what you are trying to get out of this project. Don’t even worry about key performance indicators at the very beginning.

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

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

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

Google Ads That Could Be Sources for a Roofing Landing Page
Google Ads are a Particularly Common Origin Point for Landing Page Traffic.

Quality #2: It Fits the Source & Audience

Where is your landing page traffic originating from?

This extends a little beyond the design of the actual roofing landing page, but consider where people are coming from when they land on this special page. Is your target audience scrolling through their Facebook or Instagram feed when they haphazardly click on an ad? Are they coming from a Google Ad after searching a related term?

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

You may need to shorten the content, include flashier imagery, and require less information for people coming from a more casual social media source. Then again, you might take a little more time to talk about an offer if you’re confident your audience is already interested.

Quality #3: It Uses a Compelling Header

What’s the first thing you notice when you enter a website? It might be the logo, but most likely the header caught your attention first. When it comes to landing pages, your header needs to instantly convey what the page is all about. The best headers focus on the potential client’s benefit, establishing their stake in the offer to come.

A Potential Roofing Landing Page Template
Notice How This Template Immediately Draws the Eyes to the Header. Image Source: Affapress

A compelling header not only communicates the main purpose of the page, it draws the eyes to the starting point of your offer. From there, your roofing landing page can begin conveying whatever offer and benefits you wish to present to the audience. Notice how naturally your eyes fall to the lorem ipsum text and the two calls to action.

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

Quality #4: It Stays Focused in the Copy

Landing pages are meant to be short, concise, and to the point. Many businesses make the mistake of overly-selling their brand or their services. While you need to convey exactly what’s included in the offer, effective copy continues the focus on user benefits too. It also emphasizes the pain points of your target audience, your role in addressing them, and how they can respond.

Your copy is also the perfect place to personally connect with each reader. As Hubspot’s Christina Perricone puts it, “Compelling copy also speaks directly to the visitor by using ‘you’ and ‘your’ to make them feel engaged.” As you or your marketing team writes your roofing landing page, take a moment to empathize with the reader and acknowledge their feelings in the situation.

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

Quality #5: Its CTA Offer Matches the Effort Required

Have you ever started to fill out a survey (for your local grocer, restaurant, etc.), then quit after realizing it would take 15 minutes? Carry that same mentality into your design process as you craft the perfect roofing landing page! Whether you decide to ask for a full email form or a simple call, make sure you have a tempting offer waiting on the other end. 

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

This Roofing Landing Page Uses Two Calls to Action
The Free Estimate Offer on the Left Involves Very Little Participant Effort, Increasing Likelihood of Completion.

Notice in the above example, how this free project estimate is available without even calling the contractor. An interested homeowner or business can ask for an estimate, and the roofer will get back to them. In return, the contractor receives both the potential client’s number and email.

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

Quality #6: It Uses an Authoritative Call to Action

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

People actually like being told what to do.

It’s true. While many people are naturally wired to resist authority, everyone desires a measure of direction. Just as we appreciate highway lane divisions and drive-thru arrows, online readers appreciate instructions. Remember, many of the people on your roofing landing page want to be there! Simple directions help them find the relief they need.

Great Inspiration for Crafting Your Roofing Landing Page
What a Powerful CTA from Khan Academy! Address Pain Points, and Use a Commanding Voice.

In the example above, we see just how convincing a call to action can be when the pain points have been carefully touched on in the preceding copy. Khan Academy sure knows how to write a landing page! Use the same level of conviction as you link your copy and call to action together.

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

Quality #7: It Incorporates Vivid Images

What your roofing landing page readers feel is just as important as what they learn. While stirring copy certainly paves the way towards your reading clicking through, you’d be amazed at how much faster images are at communicating the subject! Since your landing page readers don’t have time to read 1000 words (as the adage goes), an image is worth even more. 

Shingle Installation Image for a Roofing Landing Page
Find Applicable, Stimulating Images That Either Touch on Pain Points or the Solution!

Images provide useful tools for creating space around your text blocks, then focusing attention on the call to action. If you’re torn between two or more high-quality photos, feel free to test them all out and see what works best. The great thing about landing pages is that you can always update and reuse them for future projects!

Quality #8: It Eliminates Distractions

We’ve touched on this a couple times already, but it’s a point worth dialing down on. Distraction is the enemy of conversion! If your readers are too busy trying to read through a list of links instead of reading through your offer, the entire purpose of your roofing landing page has been defeated.

Homepages rarely make for fitting landing pages!

A Homepage That Shouldn't Be a Roofing Landing Page
This Great Homepage Might Be Too Distracting to Be a Roofing Landing Page.

In the above example, we see many different elements vying for attention. While this is certainly a well-designed homepage, it might be too distracting to function as a high-conversion landing page. Ideally, there should only be one (or at max two) call to actions that are clearly indicated by the surrounding page elements. 

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

Great Inspiration for a Roofing Landing Page
Notice How the Faded Image Supports But Doesn’t Distract From the Call to Action Button. Image Source: Moz

Quality #9: It Changes as Needed

It’s relatively simple to design the perfect roofing landing page. But goals, audiences, and markets change over time. What works (or doesn’t work) one day can change month to month! The ideal landing page can be easily adapted to target new audiences and support new marketing channels. So don’t feel overly committed to one particular call to action or image.

Need Help With Design?

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

If your company can learn to better serve potential clients with tailored ads and simplified shopping, you’ll be one step closer to creating that exceptional experience consumers admire so much! Our team at Roofing Webmasters would love to help you develop deeper client relationships and earn sustained growth for your company. To learn more about our web design services, contact us today at (800) 353-5758!

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

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

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

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

Helpful Tips for Roofing Professionals

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

Turning Frustration into Action

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

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

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

Step #1: Make Your Exit

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

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

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

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

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

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

Step #2: Reassess Your Strategy

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

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

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

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

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

Step #3: Step Towards Success

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

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

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

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

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

Other Resources From Roofing Webmasters

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

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

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

6 Reasons To Print Roofing Company Business Cards

Roofing Company Business Cards Blog Banner

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

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

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

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

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

Not everyone has a smartphone

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

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

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

Business cards enhance your legitimacy

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

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

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

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

You need human connections

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

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

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

They help to facilitate the networking process

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

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

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

They put a face to your brand

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

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

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

Creative cards are likely to be shared

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

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

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

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

Conclusion

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

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

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

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

Create Your Digital Business Card With a Custom Website

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

Online Marketing For Roofers Just Starting Out | Roofing SEO Podcast

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

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

Helpful Tips for Roofing Online Marketing

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

Just Starting Out

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

How to Begin Your Online Marketing

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

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

Choosing Your Domain Name

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

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

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

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

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

Nailing the Domain Name

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

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

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

Claim Your GMB Listing

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

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

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

Build Your First Website

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

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

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

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

Looking for an SEO Expert?

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

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

Other Resources From Roofing Webmasters

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

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

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