Image Optimization for Roofers (2020)

Website content expands beyond the written word. Visual content, and images in particular, play a vital role in SEO for roofers. Photos can have an impact on several aspects of your digital marketing campaign from website speed to keyword placement and many things in between. Tried and true techniques from Roofing Webmasters can help roofers optimize their images both for optimization and user experience. Properly optimizing website images is part of a larger strategy to earn high rankings on Google search results. When Google crawls a website, they crawl everything on it, including image files that are embedded onto a page within its HTML code. Here are some of the factors that comprise the optimization of an image:

  • Alt Text: An images alt tag should be completed and accurate
  • Compression: An image file should be compressed for web use, and encourage fast loading
  • File Name: Every image file should be renamed using lowercase letters and dashes (i.e. damaged-roof.jpg)
  • File Type: Only certain file types are good for web use, namely JPEG and PNG

Well-optimized images are not only about ranking higher for keywords and they are not only about enhancing user experience. Image optimization is about a collective effort to improve your roofing company website’s health and outperform competitors online. Because the proper optimization of photos is often a detail oriented process, many websites flat out ignore it. While this might seem to be the path of least resistance, it also provides an opportunity to websites who are willing to go the extra mile to gain a competitive advantage. The quality of an image is not only about its resolution and compression but also about its originality and uniqueness. This is true not only through the lens of Google’s crawlers but through the eyes of visitors themselves.

Roofer Image Optimization Screenshot

Benefits of Image Optimization

Roofers main goal is to generate web traffic which ultimately converts into lead generation. Images should be looked at as an element in achieving this objective. As Google has begun to prioritize brands, optimizing images that represent your company in a unique manner has become increasingly important. Still, the technical aspects of photo optimization are what will instruct Google as to how and where to rank your pages. Images can influence organic results as well as image results, not to mention conversion rates. You’ll find that the top ranking roofing websites in most local areas have quality images that are optimized using the techniques listed above. Here are some of the main advantages to a website with optimized images:

  • Conversion Rates
  • Image Rankings
  • Organic Rankings
  • Site Speed

Perhaps the most underrated aspect of image optimization is its effect on website speed. For roofers unaware, most visitors will exit a website that fails to load within 3 seconds. With attention spans decreasing by the minute, that estimate will only decrease with each passing month, and year. The lesson is this; websites must capture the attention of the visitor quickly. that cannot happen if it fails to load instantaneously. Oversized image files can bog down site speed and increase bounce rate. Any images over 80-100 KB are likely to slow loading speed and discourage user engagement. You can check your website’s speed using Google PageSpeed Insights. If you are particularly concerned about your mobile spite, use Test My Mobile Speed.

Choosing Images for Your Roofing Website

The most common mistake made by roofers online is the use of stock photos on their company website. These mass-published, royalty-free images are used on countless websites across the web and generally evoke a sentiment of non-professionalism from those who consume it. In other words, roofers using stock photos on their website are presumed to be unqualified to perform professional-level roofing services. Is that fair? Not necessarily. But remember, online, perception is 75% of the battle, if not more. Instead of using stock photos, roofers should upload images of their on-site jobs, employees, and equipment. With smartphone technology accessible to most Americans, this is easier than ever before to accomplish.
Choose images that are:

  • Branded: Associates with your roofing company brand
  • Original: Captured using your smartphone or other mobile device
  • Unique: Cannot be found on other roofing sites across the web

The most effective images are original in nature, and depict your employees, your equipment, your transportation, etc. Google prefers photos like these because they are completely unique and cannot be found elsewhere on the web. Website visitors also value company-based images more so than stock photos that are boring and non-engaging. With that said, not all roofers have images in their archives, and for those just starting their business, using some stock photos as placeholders will not prevent it from optimizing. Still, if you hope to increase conversions over time, you should start developing a library of original photos that you can add to your website progressively. Use your iPhone, Android, or other mobile device to snap pictures on your next job.