Online Roofer Obscurity to Rockstar

At Roofing Webmasters, we get calls from prospective clients who question whether it’s possible to reach their competitors’ success level. The reality is that on the internet, nobody knows the full history of a business. Sure, reviews matter. Reputation matters. But a 10th year, 2nd generation roofer with a terrible website and no reviews will not benefit from their tenure. People simply don’t care because they don’t know. You can quickly close that gap as a 1st or 2nd year roofing company with a robust website, fabulous logo, and frequent reviews.

Removing False Narratives

Some people call it future-tripping or preconceived notions. But roofers coming up with reasons why their business can’t succeed is a limiting thought. Sure, competitors may have an advantage in tenure, but that doesn’t mean they’re spending thousands on their marketing campaigns. The noise in your head is often a fear-based mechanism that reduces your ability to grow. The good news is that at Roofing Webmasters, we’ve helped new clients become rockstars within only 12 months. Some roofers have left their parent roofing company and branched off as their own. They’ve found great success with SEO, web design, reputation management, and other marketing techniques.

Consumer Sees Rockstar; Google Sees Activity

Perception matters online, and whether you are a relatively new roofing company or a tenured one, your digital presence can make or break how consumers view your business. In the same breath, Google refrains from ascribing such designations to any company. Instead, they look for activity, like branded signaling. While consumers look at your logo, web design, content, and services, Google notices your activity on GMB, Facebook, your website, and other digital properties. When these two agendas merge simultaneously, roofers can become marketing rockstars within six months.

At Roofing Webmasters, we get calls from prospective clients who question whether it’s possible to reach their competitors’ success level. The reality is that on the internet, nobody knows the full history of a business. Sure, reviews matter. Reputation matters. But a 10th year, 2nd generation roofer with a terrible website and no reviews will not benefit from their tenure. People simply don’t care because they don’t know. You can quickly close that gap as a 1st or 2nd year roofing company with a robust website, fabulous logo, and frequent reviews.

How Roofers Control Their Online Narrative

So how do roofers close the gap between new companies and tenured ones? It’s simple. Place your resources towards marketing levers that move the needle. These include organic search, branding, and lead generation. Sure, PPC and pay per call can also help roofers in the short-term, but the SEO and branding components make the difference in regards to online presence. Addressing these crucial components allows for relatively new contractors to dominate long-time roofers. 

Organic Search

SEO helps roofers rank on Google SERPs, which gets free clicks to your website and other digital properties (like Google My Business). A high percentage of clicks come from the Local 3-Pack, which means you’ll need a strong organic presence with both your website and business listing. Free traffic is the best traffic, and not just because there’s no cost. Visitors who click directly on your properties are more likely to engage with your company and become repeat customers. It’s far superior to plucking one-time jobs from PPC ads. The organic and GMB aspects work together to strengthen your online brand.

Branding

Speaking of brands, Google pays quite a bit of attention to branded signals. It doesn’t matter necessarily how long you’ve been in business,s but more so that consumers are engaging with your brand. Branded engagement can manifest itself in various ways. Are people searching for your name online? Are they finding favorable reviews on Google and Facebook? Do they like your posts on social media and other online platforms? Roofers can attain each of these signals and reach the top of the mountain for pure domination.

Lead Generation

Exclusive leads are always the best for roofing companies, and that’s driven home when you experience the difference in call quality. For example, PPC calls are usually people who don’t care much about your brand. That isn’t good when you need to repeat customers. Furthermore, PPC leads will cost money each time. If you buy leads from a 3rd party vendor, their brand gets all the signaling and will benefit from the repeat business. There’s no disputing that leads from organic sources provide the highest ROI for roofing contractors in 2021.

Posted: | Updated: Nov 4, 2020 | Categories: Podcast |
|