Tag Archives: Facebook

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

How to Run a Storm Damage Facebook Ad

How To Run a Facebook Ad for Storm Damage Roofing Banner

When you own a roofing company, finding a way to generate more leads is one of the biggest battles you will face. The quality that you deliver is undoubtedly essential, but if your audience doesn’t know anything about you or what you have to offer, that point is futile.

As unfortunate as it might be, the best time for roofing companies is in the wake of a storm. The key is to reach your audience when storms are on the horizon so that they know who to turn to if their home suffers damage.

The other unfortunate part is that there are likely several companies in your area alone competing for the same business that you are. Therefore, creating ways to stand out and ensuring that your audience knows who you are is critical. When you can find a way to do this, you set yourself apart from the pack and make your business a viable option in the wake of a storm that can do substantial damage.

Facebook Ads are Key

Even though the popularity of Facebook has declined in recent years, it is still a giant source of potential for leads that can eventually turn into sales for your company. What is essential to know is how advertising on Facebook has changed and the vital tools for reaching your target audience more effectively.

There are a few different ways to address this situation, each one having its definite benefits and pitfalls. Knowing how those stack up compared to your business is essential to choosing the methods that will help your business get the leads you are after.

If you choose to go this route, having pay-per-click ads specifically tailored to roof damage is imperative. When you advertise those specific services, you are more likely to remain in the mind’s eye of your audience. Instead of promoting your general services, advertise what you can do in the event of a storm. Specific targeting helps to keep your business in mind when that audience requires roofing repairs.

Facebook Ad Screen

Pay Per Click Ads

One of the most common types of advertising on Facebook these days is through a format called pay-per-click. These are ads that will follow you around the web, keeping the company paying for the ads in your sight the entire time.

It also means that the business supplying the ads only pays for it when there is a click. So this is an excellent way for your business to stay in your audience’s mind without having to pay for the extra costs until the clicks come into play.

PPC is an excellent method for those companies that are operating on a tight budget. You could spend a little or as much as you could afford to generate more PPC ads. The tricky part of this is that there is no proven method to generate a specific amount of leads. Persistence and patience are keys here, but not all business owners display those traits.

Offer Specials

People love to feel like they are saving money. However, in the event of a catastrophic happening like a storm, homeowners will feel like they have to spend a tremendous amount of money for the repairs (and they likely are).

If you can make them feel like they are saving a good deal of money by using your service, they likely will do so. Offer discounts that make those repairs more affordable than ever and make the owner feel like they are getting the best possible deal.

You can even take it one step further by naming a specific storm system. Specificity shows empathy with your customers who might be affected by the storm and lowers your prices accordingly.

Whatever the method, you can’t go wrong with making your audience feel like they are saving major bucks by using your service. Pricing is another excellent way to develop loyalty to your brand and get those all-important return customers that every business needs for growth.

Find what works for you, where you can offer those discounts, and where it will offer the least resistance to your bottom line. Where your customers benefit, so do you.

Referrals

One of the best ways to generate leads for your business is to take on a referral program. These programs are a great thing to do in general, so don’t necessarily limit it to storm-related instances. The referral program is word of mouth, but word of mouth can be powerful.

You can offer discounts or perks to current customers who have used your services before. For example, in the event of a storm, you can offer them a particular value if they refer someone who has experienced roof damage. It is a great way to reward your current customers, generate leads for new customers, and build brand loyalty all at the same time.

You can even build on this theme by partnering with other local businesses. So maybe instead of offering a discount on future services, you might offer a $50 gift card to a local restaurant. Something like that is a great way to generate business and interest in each company, a true win-win.

Talk About Lead Time

One of the most important aspects of recovering from storm damage is the time it takes for a roofer to get to the problem and resolve it. If you are a customer that has been affected by a storm, the last thing you want is to have a busted roof dominating your life for an extended period. For that reason, a company that can get to you in short order becomes all the more attractive.

You can do this as a business by running ads on various mediums. For example, would you mind describing how your staff has a history of performing repairs and installations in short order and that they do the job correctly?

When this happens, customers who suffer damage feel a bit of peace of mind when considering hiring your company. In addition, new customers might be willing to take that chance based on your claims, especially if they are in dire need of a repair to their roof.

Make it Personal

When reaching their audience and developing leads to grow their business and revenue, one of the most significant issues companies have is coming across with a personal touch. Personalization may not seem important initially, but consider this: people are far more likely to go with a business they feel cares about them.

A personal stake is challenging to convey, but it can be valuable if you manage to pull it off. Developing that personal touch with your potential customers is a way to get some brand loyalty development as well as the all-important trust factor. When customers trust your business, you have won the most crucial battle in generating leads, brand loyalty, and recognition.

The other thing to consider is this: be good people. When you make good decisions that aren’t selfish, customers notice. You can develop a reputation for being selfless and helping customers instead of taking advantage of them to get every buck that you can.

Acting respectfully is a great way to get customers to remember you, your services, and how you responded during their crises. In addition, their sentiments will translate into revenue down the line. Then, when they require your assistance again, they’ll go with your company because of that previous interaction.

Facebook Ad for Roofers Example

Conclusion

Facebook continues to be one of the most crucial advertising methods for businesses across all industries and platforms. Taking advantage of that medium and using it to the best effect possible will make a massive difference for your business.

Ads are not all created equally, nor do they all reach the same amount of targets. Therefore, take the steps necessary to reach your target audience in the most effective way possible. It will make better use of your advertising dollars; it will generate the leads you need to keep your business growing and thriving.

Keep in mind that none of this is an exact science. One method will work great for one business, while another approach might work far better. The key is to have patience and try to implement these strategies as clearly and concisely as possible.

Also, keep in mind that you are likely not to generate massive sales and revenue overnight. So please have some patience with your strategies; give them a chance to work. If you want to pull the plug at a moment’s notice, those erratic decisions will eventually come back to bite your company in the rear end.

Roofing Facebook Ads: The Ultimate Guide

Roofing Facebook Ads (Guide)

What Are Roofing Facebook Ads?

Facebook ads for roofers are paid advertisements promoting a roofing company on Facebook. On Facebook, ads target users based on demographics, geography, and profile data, many of which are not available on other advertising platforms. In addition, advertisers on Facebook can set a budget and bid per click or thousand impressions.

How Facebook Advertising Impacts Roofing Companies

Facebook isn’t just about sharing photos of your cat and funny gifs. It is a powerful advertising platform for one straightforward reason: it has the most users of any social media platform in 2022. The first rule of advertising is that you have to go where the people are. 

There is no social media platform with more people than Facebook. That’s why it’s an advertising goldmine for a wide variety of industries – that includes the roofing industry. You have to be careful about advertising on a social media platform, though. 

Social media sites are where people relax, hang out (virtually), and spend their leisure time. They aren’t necessarily logging onto their Facebook account to buy roofing services. Therefore, you have to know the best practices to get any value from your roofing Facebook ads campaign. 

In the following guide, we will show you how to start up an effective Facebook ad campaign for your roofing company.

The Nature of Facebook Ads for Roofers

Before you can begin crafting effective Facebook ads, you have to understand the nature of Facebook ads. Once again, be aware that people aren’t logging onto Facebook to make purchases. So your ads have to provide something of value to the user. 

Facebook places your ad in the user’s newsfeed, so you have to make sure that you catch their attention – not being pushy about making a sale. In this sense, roofing Facebook ads shouldn’t look like ads at all. Phrases like “Act Now!” and “Special Promotion” will largely be ignored on Facebook. Here are a couple of examples of what your roofing Facebook ads should be like:

Infographics

Infographics are visual representations of statistics or information. They usually entail an image, color, and a short message. Infographics are particularly helpful for roofing Facebook ads because you can put all kinds of attention-grabbing information in them. For instance, your ad could be an infographic that tells the reader what percent of roofs require repair in the U.S. or how long the average shingled roof will last. The numbers don’t lie either. As a result, infographics are very effective as ads. For example, consumers are 30% more likely to decide when prompted by an infographic. 

Checklists 

Checklists are also efficient as roofing Facebook ads. A checklist can provide a short and easy-to-digest guide on something related to roofing. For instance, you can provide a checklist for choosing a good roofing contractor or a checklist regarding the steps needed to prep one’s roof for winter. Checklists are often more effective than eBooks because they are shorter and play better as an ad. 

Targeting Your Market With Facebook

Now that you know that your Facebook ad needs to provide some value to the user, you can start thinking about your target audience. Unfortunately, targeting is where many businesses fail and get the false notion that advertising on Facebook isn’t practical. As a result, most companies fail to reach the right audience. 

The truth is that Facebook ads are wildly beneficial because you can target specific people with them. You can speak directly to the most likely people to pay for your services with your Facebook ad. Facebook allows you to customize who sees your ads based on qualifiers like:

  • Home value of the user
  • Age of the user
  • Gender of the user
  • Geographic location of the user
  • Interests of the user

Using these criteria, you can build a custom consumer persona and make sure that your ad gets seen by people interested in roofing services. Facebook ads also provide some handy tools to help you specify your audience. 

Obviously, as a roofer, your first step in targeting would be to hone in on your local market. Start by specifying the area that you operate it and any other cities that you service. Then you can start thinking about who would be most likely to need roofing services. 

Maybe adults in their 30’s or 40’s who are likely to own their home. Maybe people who have shown interest in roofing or construction. Think about the types of people you have serviced in the past and start getting more specific with your ad targeting. 

Optimizing Ad Images

The stats don’t lie: images are very effective for generating click-through traffic. People are simply more likely to click your roofing Facebook ads if they contain images. How much more likely, you ask? We’ll put it this way: people are 25% more likely to click on your ad if it has an image. 

Again, an infographic would work great as your ad image, but that’s not your only option. As long as you have a colorful, high-quality image relevant to the ad copy, you are on the right track. 

Offers & Promotions

While it can be difficult to toe the line between informational and promotional, the statistics show that the only thing more effective than images are offers and promotions. Offers and promotions should only be used in your roofing Facebook ads after you have firmly nailed down your target demographic. 

You have to be sure that the people who will be seeing your ad (and any offers or promotions you include in it) are already qualified leads. Therefore, we don’t recommend including promotions and offers in your Facebook ads unless you have already firmly established an effective targeting strategy. Usually, this doesn’t happen until you have been using Facebook ads for a year or two. 

Landing Pages

Your ads have to take the consumer somewhere after they click on them. These internet destinations are called landing pages. Your landing page should be focused on moving the consumer further along the sales funnel. Two essential elements need to be present on your landing pages:

  • Benefit: The landing page copy should drive home the benefits of using your services (more secure roofing, better-looking roofing, reliable service, etc.).
  • Conversion: Your landing page copy should also encourage visitors to take action (schedule an estimate, sign up for a newsletter, make a purchase, etc.). 

Landing pages should be short and to the point. Again, you aren’t trying to write a book; you want people to understand the value of your service and encourage them to take action. 

Posted: | Updated: Jan 1, 2022 | Categories: Facebook

Social Media Doesn’t Work Because You Don’t Work Social Media (Podcast)

Roofing companies often question whether social media benefits their business. After all, social media seems associated with celebrities and millennials who don’t respect blue-collar workers who live on the grind. However, while social media has its downside, its upside is enormous for roofers serious about establishing an online presence. Ultimately, when it comes to social media for roofers, companies get out what they put in for 2021.

Getting The Most Out of Social Media in 2021

There are many avenues to tackle in the social media world, including social media marketing for roofers and social media advertising for roofers. When you combine that with the countless social platforms like Facebook, Instagram, Twitter, and LinkedIn, it can get overwhelming for roofing companies. With this in mind, Roofing Webmasters offers some simple ways to maximize your social media presence as a roofer.

Brand Your Roofing Company on Social Media

Even if you ignore most aspects of social media, you can’t avoid the branding aspect in 2021. Established companies in any field are expected to have social media profiles on the major platforms. Failure to create a listing on Facebook, Instagram, and Twitter signals to your consumers that you don’t take your business seriously.

An Active Roofing Company on Instagram

Strengthen Your SEO With Social Signals

Although roofers might not get business directly from social platforms, the signals created can strengthen your website and SEO, ultimately producing more roofing leads. Sharing blog posts, videos, and other marketing materials on social media creates links and engagement for your website. Google sees social signals and considers them when analyzing brand authority.

Interact With Current and Future Clients

Social media can serve as a platform for current and future clients to ask questions and inquire about your business. Whether someone sends a direct message or asks a general inquiry, you can use the opportunity to expand your brand’s reach. However, always remember that public messages can influence other people who read your social media feed. With this in mind, always maintain a professional tone.

Create Engagement With Your Roofing Company

Any kind of brand engagement serves your roofing company now and in the future. We mentioned how social signals influence SEO, but they can also impact your brand’s general perception. As you share content on your social feeds, be sure to track engagement using Facebook Insights and other built-in measurement tools. You can even use UTM links from Google Analytics to track which users visit your website from a social media link.

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Posted: | Updated: Jul 1, 2021 | Categories: Podcast