The roofing business is driven primarily by one thing; leads. In the realm of roofing construction services, leads are a currency. Those who thrive in this business have diverse channels through which leads are generated and a consistent stream of prospective customers throughout every month of the year. How does a contractor or company reach that point? By establishing a long-term vision and taking the steps towards realizing it.
To generate exclusive roofing leads, a contractor must develop an infrastructure that is built to last. Compare your business plan to the construction of a roof. A faulty infrastructure will cause early roofing failure. The same is true of your lead generation process. Think about the negative ramifications of rushing through a construction or replacement. If you apply your knowledge of roofing to a long-term marketing plan, sustained success is a reasonable outcome. Roofing Webmasters helps contractors realize their vision. Check out some of the best ways to get roofing leads:
Roofing Company Website
Most leads are digital in 2018 and having a central hub for your online presence is one of the foundational components to a successful marketing plan. But not just any website will do. To really set a strong foundation, your website must have professional qualities, rather than something thrown together on a whim. Roofing Webmasters is a website design service for roofers and has experience developing successful sites for local contractors. There’s a few non-negotiable qualities that must be present for your website to achieves sustained success:
- Design: a professional designer to craft a custom website for your company
- Domain Name: A traditional .com domain name, preferably with your company’s name
- Hosting: A reliable hosting service which hosts your website
- Usability: A mobile-friendly website that is easily navigable on smartphones
When consumers in need of roofing services find your website online, they’ll be able to contact you directly. This presumes that the proper contact information is included on the site itself, including your company’s name, address, and phone number. Professional designers can even implement click-to-call functionality which allows smartphone users to click the phone number listed on the web page, and be connected directly to your office line. Once that call is placed, a lead has been produced for your roofing company, which indicates your site is working as intended.
Search Engine Optimization
But how will prospective customers find your roofing website? That’s a fair question. And here’s a fair answer; through search engine optimization, otherwise known as SEO. This methodology refers to the process of refining a website and its content to improve its ranking on search engine results pages (SERPs). A company website and SEO go hand in hand, and while other digital entities contribute to SEO as well (more on that shortly), your website is the central hub of your online presence, and therefore is critical for search optimization. Website SEO consists of:
- Content: The on page content on each web page
- Keywords: The placement of terms and phrases you hope to “rank” for
- Meta Descriptions: Descriptions of each page
- Titles: The meta titles of your web pages
While a company website is the central hub of a marketing campaign, and therefore a major component of SEO, it is not the only one. Website SEO falls under several specific categories like on page SEO, local SEO and technical SEO, and even indirectly falls under off site SEO. However, other elements are more prominent when it comes to off site optimization. For example, social media activity, digital business listings, and online reviews all make up what is referred to as off site optimization. Because link building comes from external sources, it falls under multiple categories, including both on page and off site SEO.
Pay Per Click Advertising
As sustainable as SEO is, sometimes roofers want leads immediately. While there’s no way to go from 0 to 100 overnight, there is a fast way to produce leads for those of you who are especially impatient. The method is PPC advertising which allows roofers to pay their way on to the top of Google SERPs. If you’ve ever done a Google search, you’ll recognize the results at the very top have a small box next to their link, reading “ad.” This denotes that they are a paid advertisement, rather than an organic result that was earned through SEO. PPC ads require:
- Budget: A fixed budget that covers the cost of each click on your ad
- Headline: An attention grabbing headline that appeals to target consumers
- Landing Page: A website or single page that the ad leads to once clicked
- Measurement: Real time measurement of the campaign’s effectiveness
PPC advertising is not as sustainable as SEO. Still, it works fast and can be a good way to supplement traffic to your website while you wait for SEO to take full effect. Some marketers attempt to define SEO and PPC as conflicting concepts, when it reality they are best used in concert with one another. Think of pay per click ads as a way to get your company’s name out there, and to generate quick traffic to your website. If the site in question happens to be well optimized, your chances of converting that traffic into leads grows exponentially. It’s ideal to use both concepts together.
Even if you build a great website that ranks for keywords, consumers are going to check your reviews on platforms like Google, Facebook, and Yelp. Once they get to this point of the buying process, they are already strongly considering you for their roofing project, but the presence and tone of your reviews can make or break that final decision. To garner a favorable online reputation , you must establish both the presence and quality of customer reviews. Focus on these aspects or online reviews and reputation management:
- Quality: Do great work and ask customers to leave a review afterwards
- Response: If you have reviews, negative or positive, respond to them professionally
- Visibility: Make sure you have an optimized profile on Google My Business, Facebook, and Yelp
- Website Integration: Have links to your review profiles in your website’s footer area
Although Google, Facebook, and Yelp are there of the most popular review platforms, they aren’t the only ones. Be sure to check for reviews on a number of different platforms including Angie’s List, Better Business Bureau, and HomeAdvisor. When you print business cards, consider a note that asks for reviews at the bottom. Similarly, try including links to your company’s reviews portal on the signature of your emails. The more feedback, the better chance you have to rank well and generate more leads.
Perform Quality Work
Not to be overly simple, but sometimes leads derive from the quality of your work itself. For this reason, ensuring your employees are up to par with industry standards is one of the most effective ways to sustain success. The saying that “the cream rises to the top” is especially true in the roofing business. There are many fly-by-night roofers that attempt to swindle homeowners into fixing their roof after a storm, making bank on insurance money, and then fleeing to another region of the country. Sometimes the proof of your company’s legitimacy can only be proven on the ground. Focus on:
- Affordability: Don’t overcharge customers
- Communication: Enhance the customer’s experience with great communication
- Ethics: Be transparent about your services and the time needed to complete them
- Performance: Repair, replace, or restore roofs that will last
Oftentimes simplicity is the best answer to a question. When contractors ask us how to generate roofing leads, we tell them that a combination of factors will contribute to lead generation, or lack thereof. If you have a high quality company that you’re very confident in, that’s a great starting point. When combining that with a planned marketing campaign, there’s every reason to believe that leads will begin to manifest at a much higher rate. Once your company starts receiving customer inquiries from various channels, you are on your way to sustained success.
Roofing Webmasters Can Help
If after reading this post you would like to start implementing the concepts mentioned, a great place to start is Roofing Webmasters. We offer services that help roofers get leads. From website design and SEO, to reputation management and PPC, our team of marketing experts is ready to take your company to the next level. We are a competitively priced marketing company that focuses on your specific niche; roofing. We’ve been marketing roofing contractors online for years and have a large database of clients who can attest to our superior services. We hope to hear from you soon.
Handling digital marketing on your own can be challenging, and even in some cases become a detriment to your overall business. Since day to day roofing operations require undivided attention, finding time to design a website, write blog posts, and post on social media is just not realistic. That’s where the team at Roofing Webmasters comes in. We will perform each of these tasks on your behalf and allow you to focus on the quality of your roofing services and the employees that perform them for customers. Call (800) 353-5758 to learn more about the best way to get roofing leads.