Author Archives: Roofing Webmasters

We’re Bringing SEO Back | Roofing SEO Podcast

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.

An Example of a Balanced Roofing Website
Quality SEO Balances Custom Web Design With Extensive Keyword Strategy and Coding.

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…

  • PPC Campaign Management Firms
  • Cheap Website Developers (without search experience)
  • Expensive Website Developers (also without search experience)
  • Social Media Marketing Agencies
  • Lead Sellers
  • 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 a 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!

Google Analytics Traffic Data
A Productive SEO Company Will Happily Share Your Site Analytics Data!

Getting Sidetracked

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.

Posted: | Updated: Jun 10, 2022 | Categories: Podcast

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.
Posted: | Updated: Feb 28, 2022 | 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 impact the shopping process. 

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

A Screenshot of a 5 Star Consumer Roofing Review
Our Study Goal 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 before making purchases. From our own experience, we also recognized a few significant channels that homeowners were likely to check before selecting a roofing company. However, we didn’t know the weight of reviews in the consumer purchase process.

Key Findings From Our Online Consumer Study

Key Findings From Our Consumer Surveys on Reviews

Our Survey Process

In this latest research project, we decided to use a new survey tool from Google. With the search giant’s extensive reach and diverse user base available for us to dig into, it was easy to connect with people in our target market. Our team got to 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 more substantial credibility. That’s where reviews come into play.

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

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

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

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

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

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 see a distinct gap between generations, with younger age groups growing increasingly more likely to check reviews before 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 numerous platforms. Even if a sizable portion of your target market relies on personal recommendations first, you can’t afford to miss out on over half of your audience just because you don’t have sufficient reviews!

Next, we need to determine 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 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. We’ve talked with countless roofing professionals dead set on starting over (rebranding) because of a few one-star reviews. If you’ve been the victim of overly biting criticism, don’t be so eager to shut down your website!

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

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

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

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

Let’s see how age factors into our findings!

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

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

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

Most Comfortable Ratings Split By Gender
Males Seem Slightly More Comfortable With Imperfect Contractor Ratings Than Females.

Ratings Comfort Split Up By Age Brackets
Younger Age Brackets are More Comfortable Trying Contractors With Less Than 5 Stars!

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

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

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

Taking Advantage of Online Reviews

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

On the consumer’s side of search, we see that roofing company reviews also play a pivotal role. From our surveys, we’ve gleaned a handful of valuable 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 prefer a contractor with less than perfect ratings.
  • Males are more likely to accept contractors with lower ratings than females.
  • Younger demographics, mainly aged 35-44, are most likely to check online reviews.

SEO Lessons For Roofers

Now that you understand how critical online reviews are to your digital marketing efforts, keep up the excellent work with collecting them! A deep pool of recent reviews makes it easier for Google to rank your website higher. Receiving them from a variety of resources provides even more persuasive 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 the extra effort to ask happy customers for reviews. Too many businesses call it quits and rebrand themselves when they need to talk more with their fanbase!

There’s a right way to ask for reviews, and 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 ask after the service.
  • Provide links to your best review sites on a card, text, or email.
  • Experiment! Find out which ways of asking work and which don’t.

Closing Thoughts

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

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 Local SEO 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 an 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.

Posted: | Updated: Jun 21, 2022 | 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 roofing SEO (search engine optimization) change from year to year. Even our seasoned team of search marketing professionals has 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

Your SEO Baseline Requirements

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 allows 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 DataPins 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. 

Posted: | Updated: Mar 15, 2022 | 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 lost 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: Jun 21, 2022 | 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: Jun 10, 2022 | Categories: Podcast

The Google Homepage For Roofers (Podcast)

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

Helpful Tips on Google Homepages:

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

What is a Google Homepage?

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

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

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

Webmasters Google Homepage

The Knowledge Graph

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

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

FAQs

Frequently Asked Questions

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

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

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

GMB Posts

Google My Business Posts

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

Try posting at least once a week if you want to get the most out of the GMB posts. 

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

How to Enhance Your Google Homepage

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

Great Listings for Your Google Homepage

  • Better Business Bureau profiles and reviews
  • Facebook Business profiles and recommendations
  • Yelp listings and other citation sources
  • Your company website
  • Popular blog articles from your team
  • Entries in “Top X Roofers” articles

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

Steps to Improve Your Company Image

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

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

Finally, be sure your company appears on all the popular citation directories. The BBB, Yelp, and Manta are all great listing companies for roofing contractors. It will make it easier to collect reviews from all your happy fans as you complete your projects.

Posted: | Updated: Jun 21, 2022 | Categories: Podcast

14 Roofing Sales Tips + Strategies for 2022

Roofing Sales Blog Banner

Generating roofing sales can be challenging, especially given all the competition in the industry. Having an effective marketing strategy is the best way to stand out. When you have an effective marketing strategy, you reach a broader audience and expand your influence.

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

check out some ways to improve your marketing and generate more sales for your company.

1) Launch a Sales-Oriented Website

Your roofing website should be the top way to interact with your customer base and prospective clients. With this in mind, site speed is essential so that potential customers remain on your site as long as possible. Most importantly, your website has to be mobile-friendly. Over 57% of users access the internet through their mobile devices. If you don’t have a functional mobile version of your site, you are behind the eight-ball.

Finally, it needs to be informative. Prospective customers are coming to your website for information about your business. Informational statistics and reviews are the best ways to make your website as informative as possible. Leave your prospective customers with no unanswered questions.

Residential Roofing Website Example

2) Acquire More Leads Through SEO

The roofing industry is crowded in every city or state. Many businesses are competing for a limited number of customers. Therefore, it is so essential to make sure that your Search Engine Optimization (SEO) rankings are as good as they can be. SEO leads are the easiest to convert as the prospect has already demonstrated interest in your services before the sale.

In a practical sense, SEO is how Google and other search engines sift through to find the most relevant search results. You want to make sure that your business comes up in the Google search rankings. And because your website is so important, you want as many prospective customers to see your website as possible.

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

  • Over 90% of website visits start via a search engine
  • 47% of users click on a top 3 SERP result

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

SEO Bar Graph Statistics

3) Make Use of Pay-Per-Click Ads

One of the most effective strategies that you can use is to implement pay-per-click ads. For example, investing in Google Ads places your ads at the top of search results. So if your business is located in Austin, TX, and someone searches “Austin TX roofing,” your ad will appear.

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

Additionally, PPC pushes visibility to your website without having to fight through those challenging SEO rankings. The best part is that you don’t have to spend a fortune to see actual results. Instead, allot a small amount, say $50-$100, to these PPC ads and see what it does for your business. It won’t be massive, but you should see incremental growth.

Google PPC Ads for Roofing Companies

4) Consider Google Local Service Ads

Local Service Ads are in the same vein as Google Ads, but they explicitly target your local service area. You can pop up near the top of the search engine page results and receive a total of 13.8% of the local SERP clicks. Local service ads are great because they target services, not keywords.

Again, your goal is to target within your service area, and with these Google Local Service Ads, you can keep your sights set on the local service areas instead of slogging through search results that might not directly impact you. In addition, LSA ads are a great way to advertise locally and close sales.

Local Service Ads for Roofing

5) Email Marketing is Your Friend

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

Another great feature of email marketing is that it lets you keep in touch with your current customers. While you want to get as many customers as possible, you also want to retain existing customers. Personalized emails make them feel as though they are unique and special and in the mind of your business. Plus, this is an excellent way to present coupons, specials, or rebates to those customers to get their return business.

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

Email Marketing

6) Place Lead Magnets on Your Website

Your website, as mentioned, is one of the essential tools that you have in your arsenal to reach new, prospective customers and develop the leads that are the lifeblood of your business. Getting these prospective customers to your website is a huge first step, but you must convert them once they enter.

Make a contact form on your website one of the first and most important things to any visitor. Forms are one of the best ways to develop leads: have them fill in basic contact information in exchange for coupons or rebates. So you get a potential lead; they have a service to keep in mind the next time they need assistance.

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

Contact Form

7) Retargeting Ads Help Close Sales

What is a retargeting ad, you might be asking? It is the kind of ad that will “follow” you around as you make your way around the web. It will pop up on whatever website you are on, making you aware of the company. It is a common way of advertising and one of the best ways of getting your company noticed.

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

With remarketing ads, you might not see immediate benefits, but it is a great way to keep prospective customers from forgetting about your business. If nothing else, retargeting will keep your company relevant in the mind of prospective customers.

Retargeting Ad Facebook

8) Develop a Value Proposition

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

Companies must stand out by giving prospective customers a reason to choose their service. With a unique sales proposition (USP), you can offer a specific benefit and communicate to your customer how you plan to solve the problem. And most of all, it shows that you can offer something to the customer that the competition either can’t or doesn’t.

The best way to separate yourself from the competition is to make your company seem different, as if the customer can’t get the same service from anyone else in the industry. When your company can do this, you set yourself apart and will be the first to jump into the minds of prospective customers by offering something that no one else can.

A value proposition is a great way to make your company a recognizable brand in a crowded industry. That’s a win for you and the customer.

Dual Roofing Landing Page CTA

9) Manage Your Reputation

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

A website sets a great tone and first impression, but it will not necessarily establish a reputation. Positive reviews on Google and other 3rd party platforms provide the social proof that consumers covet online. People will often check multiple sources to get a feel for a company’s standing.

With websites like Facebook, HomeAdvisor, and others, customers can find genuine reviews from real customers and develop opinions about that company. Positive reviews encourage trust, while negative feedback raises red flags.

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

Roofing Client Reviews

10) Make a Promotional Video

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

YouTube videos that promote your company can have a similar impact. You can even produce “how-to” videos that show your prospective customers how to do certain things that maybe don’t warrant a call to a roofing contractor. 

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

It has never been easier to create a professional-looking video for a cost-effective price. Moreover, most smartphones can film high-quality videos and also offer video editing tools. Take advantage of this convenience by making frequent videos that positively feature your company, connecting to your prospective clients in new and exciting ways.

YouTube Video Shows a Way to Promote Your Website

11) Partner Up

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

Look to local businesses in your area that might make good partners. Create campaigns that promote your business in their building and vice versa; give the customer a reason to use your service. For example, think about partnering with a local hardware store. This way, the relationship is mutually beneficial, and prospective customers get exposure to your business that they may not have had before.

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

Bages on Roofing Homepage

12) Be Patient

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

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

The key is to be patient and be persistent. Ensure that your ads are relevant and informative so that any prospective clients can get the best understanding of your company possible. The results will come, and you will see growth in the revenue that your company generates. It just takes patience and an eye toward the long-haul instead of immediate results.

13) Answer FAQ on Your Website

As stated (a few times at this point), your website is one of the most important tools you possess to make the most of your business. It sets the first impression that is so important when trying to reach prospective customers, and it can draw those prospective customers back to get a second look at your company.

Developing trust in your company is a great way to increase sales. Customers value trustworthiness in the service companies. When you create an FAQ on your website, you make the kind of trustworthiness those customers love.

Answer common questions and post them to your website. Then, if you need ideas, take feedback from users over the phone, social media, and Google My Business, and publish the most frequent concerns in question form. FAQs will get them coming back to revisit your website and will help build trust for sales conversions.

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

Website FAQ

14) Personalize Sales Interactions

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

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

Roofing companies can apply the same sentiment to their roofing services by giving a personal touch to sales interactions. Never make the consumer feel pressured into buying your services, but always make yourself available for any additional questions. Treat your customers like friends and family, and you will increase roofing sales in 2022 and beyond.

Roofing SEO Webmasters (Logo)
Posted: | Updated: Mar 30, 2022 | Categories: General