Should I Invest in a Roofing Website?
One of the most common questions from contractors is should I invest in a roofing website? Because there are so many online marketing channels available, some contractors feel they don’t need one. Others think that web designers are artists who don’t understand much about SEO or marketing, the components that drive business for a roofer. And sometimes, it’s simply about financial resources. Roofers might feel that investing in a website takes away from other areas of greater need. Or in other cases, they think that a website-maker like Wix or Weebly will be enough to do the job.
As a business owner, you will always have to budget based on priority, but we sympathize with the difficulty of understanding what should be a priority as we approach 2022. Another discouraging fact is that website design varies in quality based on the expertise and experience of the chosen designer. Finally, it’s always essential to keep your roofing business in perspective. Roofing Webmasters breaks all of these questions down into steps so that contractors can make more informed decisions about their website investment.
Do Roofers Need a Website?
The answer is yes. Attempting to run a roofing business without a website creates an uphill battle that you are highly unlikely to win. Local competitors with websites will take leads that originate from online searches. Sure, there are other channels through which to promote a business online. But research shows that Google My Business listings with a website tend to place higher than those without them.
Just as Google grades a company’s overall online presence when ranking its site on organic results, so do they when determining where a Google Maps placement should appear. In addition, other channels beyond Google My Business, like Facebook, Instagram, and Yelp, have links to the main website, which will have to be left blank if you fail to launch one. So the easy answer to do I need a website is yes.
Do Web Designers Know Anything About SEO?
It depends. The criticism that some web designers are merely artists with little marketing savvy can be true or false depending on the designer. For example, Roofing Webmasters is a full-service internet marketing company that combines web design, SEO, PPC, social media, and Google Maps to create the ultimate lead generation funnel. Not all designer services offer such a wide range. Hiring a designer, who does only design, can perpetuate the stereotype that drives this discussion in the first place.
Yes, it’s true; some of the designers who freelance don’t know much about marketing. A visually appealing website doesn’t always translate to what roofers need most: relevant traffic and lead generation. That can only come when SEO is part of the larger marketing strategy. But SEO has to do with more than just on-page factors. For instance, designers can also perform fundamentals like HTML & CSS code with SEO in mind. One example is implementing schema markup, which helps Google communicate with websites through their microdata tags.
Should Roofing Websites be a Financial Priority?
Having a website exist is one thing, but investing financial resources into it is quite another. So, yes, roofing websites should be an economic priority but only as a source of lead generation. They shouldn’t exist to show off a static page that clients can visit after you’ve already serviced them. Instead, your website should be the central hub for your online lead generation, and that’s something that should be one of the top priorities for your business, without question.
Let’s face it, in 2021, attempting to run a roofing business without a go-to source for online customer acquisition is a recipe for disaster. So it’s highly logical to invest as many financial resources as you can in a source of leads, which a website can and should be. Of course, you still have other obligations required of you when running a business, but don’t let them come at the expense of the asset that will keep the money flowing.
Should I Use a Roofing Website Builder?
There’s plenty of sites that offer ready-made website templates. They are cheaper than a regular web designer, and they don’t require any fundamental knowledge of code. These platforms have made strides in the SEO realm as well. While they were once considered highly discouraged regarding search engine optimization, that is no longer the case. With that said, they still lack the true potential that comes with a custom design.
For example, the implementation of schema markup is one area where customization can make a big difference. The ability to make changes to code as needed is also a significant factor. When using templates, the code is what it is and cannot be changed or developed to suit precise questions. Furthermore, custom designs are less reliant on plugins and widgets, bog down site speed and page loading times.
How Widely Does Design Quality Vary?
The quality of roofing website design varies quite widely. On a scale from 0-100, we’ve witnessed everything from about 0.5 to 99.5. There’s no perfect website, but there are certainly some atrocious ones. Since there are so many designers who provide services online, choosing one can be a daunting task. But it would help if you kept in mind how your roofing clients find you. They use organic search, Google Reviews, Google Maps, etc.
You should always perform due diligence on anybody you hire, but you should be extra vigilant with so much at stake. Like we’ve said, for a roofing website, marketing and SEO experience is paramount. You should also demand to see samples of their previous work and have lengthy discussions to see if their vision fits your own. So many of the lowest quality candidates can be weeded out through a simple conversation. Once you select 2 or 3 promising prospects, make your decision based on the factors most important to you.