Tag Archives: Local Search

Survey Says: Roofers Need Reviews to Excel in 2020

Reviews and Consumer Research

It seems that no matter how many roofing contractors we speak with over the years, the vast majority underestimate the value of online reviews. For years, client feedback has impacted local listings, brand perceptions, and lead generation. While we certainly understand the value of online reviews when it comes to SEO for roofers, our team at Roofing Webmasters wanted to better understand how they influence homeowner decision making.

In particular, our search marketing analytics team was eager to know just how much online reviews impact the shopping process. 

  • Do consumers routinely check online reviews before selecting a contractor?
  • What sort of ratings must a contractor have to be considered for selection?
  • Where do homeowners prefer to look for online reviews, if they do at all?
  • How much do consumers value online reviews stack up vs. personal recommendations?
A Screenshot of a 5 Star Consumer Roofing Review
Our Study Goal Was to Determine the Impact of Reviews on the Shopping Process.

Based on old 2015 studies from Pew Research, we already knew that at least half of Americans tended to check online reviews before making purchases. From our own experience, we also recognized a few significant channels that homeowners were likely to check before selecting a roofing company. However, we didn’t know the weight of reviews in the consumer purchase process.

Key Findings From Our Online Consumer Study

Key Findings From Our Consumer Surveys on Reviews

Our Survey Process

In this latest research project, we decided to use a new survey tool from Google. With the search giant’s extensive reach and diverse user base available for us to dig into, it was easy to connect with people in our target market. Our team got to work designing questions that would unlock the answers we needed.

We dialed down on a target demographic most likely to own or rent a home. Each survey was sent out to 300 different consumers, mixed male, and female. Respondents aged 35 and above, with each base broken down into four groups: 35 to 44 years, 45 to 54 years, 55 to 64 years, and 65+ years. The surveys were spread out across each region of the United States.

In short, we achieved a very-well diversified respondent pool. Below, you can see each survey that we sent out, along with the various answer choices available.

Our Consumer Surveys

Research

When examining online reviews for a local roofing contractor, do you check more than one source? (such as Google ReviewsYelp, etc)

  • Yes, I typically check multiple sources.
  • No, I usually only check one source.
  • I normally do not check reviews.

Priority

If you needed to check reviews for a home roofing contractor, which of the following platforms would you check first?

  • Facebook
  • Angie’s List
  • Google
  • Better Business Bureau
  • Yelp
  • Other (please specify)

Imperfect

Would you consider a roofing contractor for your home if they had less than the maximum 5-star rating? If so, what is the lowest rating you’d be willing to accept?

  • 4.5 – 4.9 stars
  • 4.0 – 4.4 stars
  • 3.5 – 3.9 stars
  • 3.0 – 3.4 stars
  • 2.5 – 2.9 stars
  • I would not consider a company under 5 stars
  • Other (please specify)

Comfort

Which review star rating would make you feel most comfortable with hiring a roofing business?

  • 3 – 3.5 stars
  • 3.6 – 4.4 stars
  • 4.5 – 4.9 stars
  • 5 stars, the max rating
  • Other (please specify)

Important Lessons For Roofing Companies

Lesson #1: Gather Reviews From Multiple Sources.

Google examines hundreds of signals within a website to determine how applicable it is to a user’s search query. Users crave trustworthy content. Since any roofing contractor can claim to provide the “best roofing services” around, Google looks beyond the website to establish more substantial credibility. That’s where reviews come into play.

“Many websites are eager to tell users how great they are…When the website says one thing about itself, but reputable external sources disagree with what the website says, trust the external sources.” – Google’s Search Quality Evaluator Guidelines

Client reviews are one of the most reliable trustworthiness indicators, and thus a critical element in SEO for roofing contractors. They can make (or break) a business. While personal recommendations still play a significant role in the consumer selection process, it’s clear that more and more homeowners are looking online. According to consumer research, approximately 78% of Americans “trust online customer reviews as much personal recommendations,” at least conditionally. (Statista)

We also know from prior research that collecting reviews from multiple sources produce much better results for your online brand. That’s one reason why we encourage roofers to establish accounts in various citation sources. In the surveys below, we attempted to determine just how important diversity was to consumers and where they looked for online company feedback.

Raw Counts of Survey Results Checking Multiple Review Sources
Consumers Checking Multiple Reviews Sources Won By a Slim Majority.

Above, we can see that most consumers prefer to consult multiple review sources before choosing a roofing contractor. Only a small percentage claimed to ask a single source. At the same time, almost 42% of the respondents usually do not check online reviews. This may indicate a preference for personal recommendations or a tendency to use Google Search ranking to choose.

From our survey results, we realized that gender only played a slight role in a consumer’s likelihood of consulting online reviews. Women are five percent more likely to check reviews than their male counterparts, and five percent more likely to check multiple reviews sources.

However, we see a distinct gap between generations, with younger age groups growing increasingly more likely to check reviews before choosing a roofing contractor.

Number of Review Sources Checked by Age
Review Checking Habits Shift With Each Subsequent Generation.

It’s easy to see the potential benefits of creating listings across multiple review platforms. For one, it creates more ties backlinking to your website. Second, it provides validation for consumers that check numerous platforms. Even if a sizable portion of your target market relies on personal recommendations first, you can’t afford to miss out on over half of your audience just because you don’t have sufficient reviews!

Next, we need to determine where the best places are to get client feedback. As you can see in the results below, Google Reviews and Better Business Bureau are high priorities for many consumers.

Male and Female Review Checking Habits
Males Were a Little More Likely to Check BBB & Angie’s List Than Their Female Counterparts
Primary Review Sources Split By Ages
Younger Generations Shift Away From BBB and Angie’s List Towards Google Reviews.

As we can see, each subsequent generation seems less likely to prefer BBB or Angie’s List over Google Reviews. The 35-44 age bracket also seems much more likely to consult Yelp than previous generations. Roofing professionals can use this data to determine where they need reviews from most, and where they should be advertising.

Lesson #2: Less Than Perfect is Still Great.

One of the inevitable struggles about collecting online user feedback is the steady trickle of negative reviews. Since roofers work so hard to establish their brand and service reputation, it’s intimidating to think that a few negative reviews can damage your business. We’ve talked with countless roofing professionals dead set on starting over (rebranding) because of a few one-star reviews. If you’ve been the victim of overly biting criticism, don’t be so eager to shut down your website!

People expect a few negative reviews. Heck, even Google expects it!

As their Search Quality Evaluator Guidelines say, “Almost every website will have complaints about customer service, so it is important to look at various sources and reviews in your reputation research.” Consumers are more forgiving of imperfect ratings than you think. That’s what our survey respondents seem to say.

Willingness to Try an Imperfectly Rated Roofing Contractor
Over 60 Percent of Respondents Were Willing to Try an Imperfectly Rated Roofer.

Males were especially likely to give roofers with less than a 5-star rating a shot, though most ladies seem receptive. As we can see in the chart above, there’s a broad segment of consumers willing to accept ratings between 4-4.9 stars. Below four stars, the odds of acceptance fall much lower.

Let’s see how age factors into our findings!

Willingness to Accept Imperfect Ratings Split by Age Bracket
Once Again, We See a Dramatic Shift Between Older and Younger Generations.

Again, we see a growing divide between the oldest and youngest age brackets. Most age ranges willingly accept ratings between 4 and 4.9 stars, consistent with our gender analysis. Only in the 65+ age bracket do consumers still demand a 5-star rating. There’s an approximately 50-50 chance of losing a client in that age bracket if your star rating falls below a perfect score.

In some cases, consumers prefer contractors with less than a maximum star rating. In another one of our surveys, we asked what star rating made respondents feel most comfortable with a roofing contractor. The results were a little surprising!

Most Comfortable Ratings Split By Gender
Males Seem Slightly More Comfortable With Imperfect Contractor Ratings Than Females.
Ratings Comfort Split Up By Age Brackets
Younger Age Brackets are More Comfortable Trying Contractors With Less Than 5 Stars!

From age 35 to 64, consumers showed an intriguing comfort with sub-perfect ratings. This could be due to growing wariness towards fake and misleading reviews, most commonly associated with perfect scores. This could also indicate a perceived association between lower ratings and cheaper service pricing. Regardless, it’s clear that many homeowners are very willing to try out roofing contractors with less than spotless ratings. 

So don’t go restarting your business just yet! After all, you can keep improving your overall star rating by continually asking for happy clients’ feedback.

A Review Placed in the Better Business Bureau
Consumers in Our Study Seemed to Heavily Value Ratings in the Better Business Bureau.

Taking Advantage of Online Reviews

When it comes to local SEO for roofing contractors, online reviews play an essential role. In many cases, they determine whether or not your business earns a premium listing in a local map pack (which offers huge traffic volume bonuses). As we mentioned previously, Google Search Quality Evaluator Guidelines designate off-site reviews as key sources in website grading.

On the consumer’s side of search, we see that roofing company reviews also play a pivotal role. From our surveys, we’ve gleaned a handful of valuable lessons for your marketing team.

Top Lessons on Client Online Reviews

  • Google and BBB are the best places to start your review collection. Facebook, Angie’s List, and Yelp are distant seconds.
  • Most homeowners till consider a contractor, even if they average less than a 5-star rating.
  • At least half of consumers prefer a contractor with less than perfect ratings.
  • Males are more likely to accept contractors with lower ratings than females.
  • Younger demographics, mainly aged 35-44, are most likely to check online reviews.

SEO Lessons For Roofers

Now that you understand how critical online reviews are to your digital marketing efforts, keep up the excellent work with collecting them! A deep pool of recent reviews makes it easier for Google to rank your website higher. Receiving them from a variety of resources provides even more persuasive evidence of your company’s trustworthiness.

If you happen to suffer a few negative reviews, don’t despair.

A Yelp Profile For a Roofer in Houston
This Client Has Done a Fantastic Job of Collecting Yelp Reviews!

Bad ratings are most impactful when there aren’t many positive reviews to counter them. If a handful of snarky customers are taking your star count, make the extra effort to ask happy customers for reviews. Too many businesses call it quits and rebrand themselves when they need to talk more with their fanbase!

There’s a right way to ask for reviews, and there are many wrong ways. Here are a few rules of thumb you’ll want to follow as you expand your feedback pool.

  • Never offer compensation, promotions, or discounts for client reviews!
  • Never try to gather reviews (paid or otherwise) from someone who isn’t a client.
  • Always ask for feedback within a few days of service completion.
  • Explain how reviews make a huge difference for your business.
  • Ask nicely! Train your team members to ask after the service.
  • Provide links to your best review sites on a card, text, or email.
  • Experiment! Find out which ways of asking work and which don’t.

Closing Thoughts

If you haven’t paid much attention to reviews in the past, it’s never too early to start. Remember the lessons above, and you’ll be well on your way to ranking up in local search. In the meantime, our team at Roofing Webmasters is always happy to enhance your website and reputation management program.

Roofing SEO Conference 2020

Search marketing is an ever-changing landscape of Google policy changes, established practices, newly-minted tactics, and revolutionary software. Put simply, the rules and strategies that guide roofing SEO (search engine optimization) change from year to year. Even our seasoned team of search marketing professionals has to actively test and research new methods to keep up with the shifting industry.

That’s why we go to conferences!

Jason and Nolen arrive back on the scene, fresh on the cusp of one of the most influential search conferences in the nation (maybe the world). As usual, they have some helpful insights to steer your business towards sweet success! Whether you’re just now entering the online search scene or you’ve competed for years, be sure to listen in.

Key Marketing Lessons for Roofing Companies

  • Roofing SEO is a step-by-step process, not a single fix-it solution.
  • PPC is good by itself. With SEO, it can be fantastic.
  • SEO “basics” are requirements for your business to show up in search, but businesses need to go beyond the basics to earn premium rankings.

What Hasn’t Changed in SEO

With all the flashy revelations that fly across our attention span, it’s easy to lose sight of the core principles that haven’t changed. Search engines continue to dominate marketing as a primary source of revenue. That means roofing SEO is even more essential than it was just a few years ago. If you aren’t competing for leads through this digital channel, you are probably missing out on tens of thousands of dollars every year, minimum.

With that being said, opportunities to get your company up and running online are still very accessible. Even if you don’t have the necessary expertise to market online, somebody else does.

If you’re eager to reap the substantial rewards of search marketing, now is the time to get active. To help you, we’ll re-touch on the basics of SEO and local search. Then we’ll get into the more advanced tactics you’ll need to go from entry-level competitor to front page material.

Let’s dig in!

A Roofing Company That Engages in Search Marketing

Your SEO Baseline Requirements

Anyone can start a social media profile or run an ad, but what are the bare essentials to start building your online brand presence? First, you’ll need a website!

Newly-minted roofing companies aren’t always flush with funds, so we understand if you need to begin with a free template design. If you have the financial capacity however, we highly recommend you find a seasoned firm that offers search-optimized web design. The enormous difference in lead potential will quickly help you recoup the costs.

The SEO Bare Essentials List

  • Company website, with optimized service pages
  • Google My Business (GMB) listing, claimed and verified
  • Citations from BBB, Yelp, Manta, and other established brands
  • Client reviews and recommendations
  • Facebook Business profile
A Roofing Company's Facebook Business Profile
This Roofing Company is Prepared for Recommendations and Client Interaction.

Getting your business information listed across multiple reputable platforms is also a crucial part of growing the brand online. Not only does this create additional exposure and review potential for your company, it also creates a stronger sense of accountability and trustworthiness. The more places Google’s search engine detects your brand, the more likely it will recommend it through higher rankings.

Keep in mind, these are just the basics your company needs to accomplish in order to show up in search. In recent years, we’ve seen more and more roofing companies manage to achieve these requirements. If you really want to succeed and earn premium rankings (and the resulting leads), you’ll need to go above and beyond what other businesses are doing.

As we say at the Webmasters, “You don’t have to be perfect. You just have to be the best!”

Above and Beyond

What sort of tactics allows a fledgling brand to rise above the rest in local search marketing? Again, quality web design plays a huge role here. A capable site incorporates simple navigation with keyword-rich service pages. This enables the site to rank for a much wider variety of phrases!

If you want to go above and beyond, start infusing your site with schema code. Schema code helps communicate the purpose and meaning of different page elements in a way that Google’s search crawlers – picture little bots scouting and indexing new site content – can easily understand. It takes some dedicated research and effort to update your website with schema, but it’s worth the effort!

Explaining Schema and Microdata
Schema.org is a Resource for Schema Code Developed by Google and Other Industry Experts.

Supercharged Client Reviews

As we mentioned before, client feedback plays a key role in establishing your brand reputation online. The more positive reviews come in, the more likely Google’s algorithm is to recognize your company as a reputable and reliable choice for local consumers. Of course, anyone can gather reviews.

If you really want your brand to stand out, try supercharging your client reviews with geotagging software. Geotagging adds GPS data to reviews, the kind of data that Google absolutely craves! The search engine sorts through countless contracting companies every year. Roofers with geotagged jobsite check-ins and reviews, however, provide undeniable evidence of their service area.

In simple terms, Google sees actionable evidence of where you work and directs more traffic from those communities to your website.

At Roofing Webmasters, we use integrated software called DataPins to provide geotagged check-ins and reviews for your website. That’s just one reason why our roofing clients enjoy front-page rankings and exceptional lead quality. We’d love to talk with you about your growth goals. 

Posted: | Updated: Mar 15, 2022 | Categories: Podcast

Commercial Roofing Leads: 17 Ways To Get Them

Most roofers understand the importance of roofing leads, in general. However, targeting a commercial audience for leads can be quite challenging, especially if your roofing company is the new guy on the block. With thousands of competitors around the country, how is your business to stand out and earn commercial roofing leads? While there’s no shortage of ways the clever can start earning clients, we’ve crafted a helpful list of 17 practical strategies for your team.

Commercial Roofing Leads (Blog Cover)

Idea #1: Competitive Analysis

One of the fastest ways of identifying opportunities for more robust roofing leads generation is to compare your strategy to other competitors in the industry. Frankly, it can be challenging to pick apart our company weaknesses, mostly when you’ve spent so much time willing it to succeed. That’s why an honest look at an opponent opens up new doors so frequently.

For one, previous marketing research informs your target competitor’s strategy. Staying up-to-date on modern concepts allows your business to tackle new ideas with more confidence. Now, this inspiration can come from competitors both on a local level and at a national level. Take some time to keyword search (ex: “commercial roofing repair in San Jose, CA”) in your local area first. While there’s a lingering temptation to go after national-level keywords right off the bat, local businesses are typically your most important competitors.

Second, a competitive analysis gives you the threshold that you’ll need to beat to rank up in Google Search. We’ll talk more about this in a little bit.

A Company Looking for Commercial Roofing Leads

High Ranking Experts Outside Your Service Area Can Still Offer Valuable Ideas.

Local SEO

Idea #2: Study Top Local Opponents

Do you ever wonder how those lucky few in the local pack managed to secure their spots? While Google rarely provides detailed advice on how to take advantage of their SERP (search engine results page) features, it’s easy to glean some information from the current top performers. Even before starting a more in-depth inspection, you can know that these top performers have thoroughly completed their Google My Business profile. That’s a must for ranking.

As we’ve mentioned in our podcasts, you don’t have to be perfect to compete in roofing SEO. You only need to be better than everyone else in your service area. Start by crafting a simple baseline strategy that the majority of your competitors are following.

  • What keywords are they using?
  • How old is their business?
  • Do they offer insightful pages for each service they provide?
  • How often do they blog?
  • Is their website design straightforward and easy to navigate?

Other Competitors

Idea #3: See Other Industry Champions

Don’t limit your sources to roofers in your immediate service area. Go ahead and expand your competitive research to other high ranking businesses in your state (or even beyond). See if you spot new keyword combinations and helpful design features that your local rivals haven’t adopted yet. These could be some powerful tools for earning commercial roofing leads.

You can even analyze major industry publications for ideas. Magazines are especially adept at crafting “listicle” articles, which rank for dozens of relevant keywords. These resources provide valuable insights and guides for potential commercial clients, and they bring invaluable traffic to your website. While there are many paths towards ranking #1 in Google, a listicle could earn you a featured article slot. That’s one of the most prestigious awards and positions Google awards in SERPs.

Beat the Baseline

Idea #4: Beat Your Competitors’ Baseline

Examine website design, advertising platforms, and content marketing quality. Are they focusing on Google Ads, or are they spreading their budget through multiple channels? It’s easy to tell how much effort a company puts into a website, but it might take some keyword searches to find where they advertise.

There are a handful of tools most businesses can use to get ahead.

  • Diversified Keyword Strategies
  • Schema-Rich Website Design
  • Consistent, Diverse Reviews Collection
  • Ongoing Content Production

Remember, you’re going up against experienced companies. They probably already have a handful of very positive reviews and a decent website backing them up. You have to top these businesses, not just imitate them. You must be willing to go the extra mile while providing the excellent services that all long-term successes do.

Idea #5: Low-Cost Social

If a channel provides commercial roofing leads at a low cost, why not give it a try? That’s the logic that’s driven thousands of companies towards social media. While homeowning consumers are particularly keen to explore social media for their essential roofing services, commercial organizations aren’t far behind. Your roofing company’s social media profile offers an open invitation to anyone curious about your brand.

Are your social accounts encouraging new commercial roofing leads or preventing them?

Facebook Page Set Up for Commercial Roofing Leads

Is Your Facebook Business Page Ready to Take on Commercial Roofing Leads?

Idea #6: Reassess Your Facebook Business Profile

While new platforms and enticing features continue to pop up, Facebook still enjoys an enormous user base (in the billions). With such extensive volume, it only makes sense that a few local commercial roofing leads could trickle down to your Facebook Business profile. When they get there, will your profile be ready to receive them?

Key Facets of an Optimized F.B. Business Profile

  • Up-to-date Contact Information
  • Tactfully Answered Client Reviews / Recommendations
  • Clear Calls to Action
  • Relevant Pictures
  • Links to the Main Company Homepage
  • Posts with Pictures of Your Recent Work
  • A Well-Written About Page

If you haven’t gotten around to completing these portions yet, try to do so as soon as possible. You may have missed a lead or two, but these are easy fixes that a potential commercial client would appreciate.

Grow Your Business.
Call Today: (800) 353-5758

Idea #7: Retarget With Facebook Pixel

Ad retargeting uses cookies to track website visitors once they leave a specific site. A Facebook Pixel notes the user activity on the tracked website and generates a related ad for that user. That’s why you often see ads for marketing companies after visiting their sites. These retargeted advertisements enjoy a much higher rate of conversion, which is what makes them so prevalent.

Facebook offers valuable demographic data to speed you on your advertising way, making it even more appealing for many businesses. If you haven’t tried your hand at Facebook Ads, it’s worth the small learning curve.

A Commercial Roofing Company Instagram Profile

This Team Continues to Post to Instagram on a Regular Basis. (Baker Roofing Company)

Idea #8: Get Hyper-Visual With Instagram

As Facebook’s more visually-oriented sister platform, Instagram offers unbelievable opportunities for earning commercial roofing leads. It’s the perfect place to show off your team’s craftsmanship skills and handiwork. Posts use images or videos, with captions offering room for relevant keywords. According to Statista, Instagram’s user base projects to rise to 125.5 million in the U.S. alone by 2023.

Let your custom photos tell the story of an expert roof replacement or original installation.

You can spend a little time each month, uploading quality photos and videos from your latest projects. Try to paint a broad picture of your team’s commercial work. Promote your most compelling work into custom ads. Instagram grows more and more essential as younger generations climb the workforce ladder. Having a presence ready for them will undoubtedly funnel some commercial roofing leads your way.

An Active Roofing Company on Instagram

Idea #9: Expertise Branding

There are thousands of commercial roofing companies out there. What separates your brand from the rest? Perhaps you’re a seasoned expert in metal roof construction, but (again) so many roofers offer metal installation. Does your logo stand out? The way you present that expertise can make all the difference in generating commercial roofing leads.

Turn your expertise into a branding tool for your business.

Employee Branding

Idea #10: Advertise Your Employees

Your top roofing professionals are more than just employees. They’re the face of your company. Please think of the countless roofing projects they’ve installed, repaired, and restored over the years. Instead of promoting a service, what if you boosted the seasoned professionals behind the service?

Take a little talent inventory to see what sort of experience you could showcase. This advertising method isn’t for businesses with constantly shifting personnel, but it’s perfect for companies with many long-time employees. Try going beyond the traditional “About Us” or “Meet the Team” pages and linking your employees directly to their areas of expertise. Have a green roofing pro that you’re incredibly proud to call an employee? Tie them into a relevant service page, and sprinkle in some related keywords.

Expert Content

Idea #11: Turn Expertise Into Content

Your seasoned roofing professionals have so much insight to offer. They’ve probably answered the same old questions hundreds of times, too, making them an excellent resource for lead-driving content. You don’t need them to write a 5,000-word blog post, but they probably have some interesting facts and quotes to enrich your next how-to article.

Take 10 to 15 minutes. Have your content writer and project expert talk through some of the popular questions your commercial roofing leads are asking. Whether it’s metal roofing or PVC installation, your roofer’s expertise offers the sort of fresh insights that rank well in local search. Present it in an optimized format, and chase after those featured snippets we talked about earlier.

When the article is ready, add your roofer’s name and bio to the publication.

Promotion

Idea #12: Promote Your Content

Articles, guides, and how-tos all have a lifespan of their own. How you manage that content during that lifespan ultimately determines what sort of traffic you get out of them. If you want to generate more traffic and commercial roofing leads for your business, try taking your best content resources and harnessing them as advertising tools.

There are so many ways to advertise and promote your content

  • Share them as downloadable e-books on & off your website
  • Promote the content on Facebook
  • Create Instagram stories
  • Could you share them with an industry publication?

Idea #13: Hunt the No’s

Understanding why people turn down your outstanding services is an essential part of persuading them in the future. We all have our reasons for saying “No.” Whether the root lies in fear, distrust, or simple confusion, there are ways to overcome initial disinterest. Hundreds, sometimes thousands of consumers come across your website every day, but commercial clients often have different reasons for giving the big “No.”

Reasons Commercial Prospects Say “No”

  • Their company budget can’t handle an expensive roof service.
  • They need further encouragement that your company is the right choice.
  • They aren’t in the purchase phase of their study.
  • There’s a negative perception your company must overcome.
  • There’s confusion or uncertainty regarding the right solution.

Thankfully, you can address many of these potential “no” sources right within your website design and local search content. Roofing companies unknowingly create all sorts of reasons for doubt as they promote their services. Grammar errors, unnecessary jargon, and lack of clear descriptions establish more distance between your readers and their destiny as commercial roofing leads.

Uncertainty

Idea #14: Eliminate Fear of Uncertainty

There are dozens of facts, points of comparison, and internal company matters to consider when a business needs a new roofing system. All those considerations add up to a whole lot of uncertainty, which naturally creates resistance to big purchases. Think of every concern as a brick that lays between your prospect and saying “yes” to a new roof.

What if you could eliminate most of that uncertainty?

The process begins with your company providing clear and consistent information. Where does your service area lie? Does your roofing team provide the necessary solution and requisite experience to perform the job? Answer these questions directly (and honestly, of course). Many businesses unintentionally confuse would-be clients by mixing up their service hours and solutions across their various listings. While they update their website or Facebook page regularly (for instance), they may neglect other sources that you can maximize.

Loss-Aversion

Idea #15: Minimize Fear of Loss

A commercial roof replacement is more of a fleeting expenditure. It represents a significant investment in a building’s energy-efficiency and weather protection. For some, a replacement also means substantial disruption to day-to-day operations. When the time finally comes for a business to undergo this critical project, there’s no room for error or wasted effort.

Your business can do many things to mitigate the fear of loss for potential clients. The most potent tool is feedback from past customers. Homeowners and business owners alike increasingly rely on online reviews and word of mouth in the decision-making process for essential services. Back in 2015, half of adults under 50 already consulted online reviews before making purchases (Pew Research). That segment only grows as we head towards 2023. Continue to ask businesses for reviews after each project, and you’ll notice that commercial roofing leads are much less hesitant to convert.

Generous warranties and careful expectation setting go even further to turn “No’s” into clients. Take some time to establish the time and resource requirements of your project. You’d be amazed how much clients appreciate this and how often it shows up in reviews.

Repurpose

Idea #16: Identify Losing Content

Local SEO is an ongoing process. That’s particularly true for promoted business practices regarding website content and keywords. A page that ranks at the top of local search results today may require serious updates to maintain that position down the road. That’s why continued research into Google Analytics is so essential for your website.

Take time every quarter to inspect your website metrics and identify underperforming pages. This content may show a few signs of decay:

  • Lowered page visits over time
  • Increasing bounce rates
  • Increasing exit rates
  • Dropping time on page

When you discover a weakly-performing page, please don’t rush to scrap it. Some of the most value-driving industry content comes from repurposed, consolidated, and re-released pages. You can use premium guides from past years, update them, and watch the commercial roofing leads come in.

Idea #17: Experiment With CTAs

Your calls-to-action (CTAs) have much more power than you realize. In a series of fantastic CTA case studies, Moz showed that changing the offering, hook, or phrasing of a call to action can turn a dormant page into a highly productive lead generation tool. If you are unfamiliar with the science behind CTA design, you need to read these fantastic resources.

Calls to action rely on four key elements:

  • Clarity on the services offered
  • Placement in the page
  • Timing in the user’s buying cycle
  • Motivation to answer the call

A well-crafted CTA acknowledges where a potential user is in their buying cycle while clearly outlining the services’ value. It stands out from the rest of the page, and users have little friction preventing them from answering the call. Experimenting with new CTAs presents opportunities for huge conversion rate improvement.

How can you re-word your call to action to turn interested readers into commercial roofing leads? Do your downloadable resources provide enough value to deserve a company’s email? These are the sort of questions you’ll need to ask as you experiment.

Find Your Commercial Roofing Leads

Need help promoting your business through local search? Our team at Roofing Webmasters would love to partner with your team to create outstanding new growth. Not only do our clients enjoy fantastic rankings in organic and paid search, but they also earn better traffic and more commercial roofing leads.

Grow Your Business.
Call Today: (800) 353-5758