Tag Archives: PPC

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

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

Skin in the Game with Roofer Marketing Dollars (Podcast)

Monthly billing helps businesses save valuable time and effort, not to mention thousands of dollars. That’s because this type of accounting pushes your local search marketing team much harder to produce results. Jason and Nolen talk about the roofing industry, roofing marketing, and some glaring red flags to look out for as you reassess your online investments.

Key Lessons for Roofing Professionals

  • Transparent pricing and reporting are key in accountable PPC advertising.
  • Flat fee, lump-sum pricing can trap you in a low-performance search marketing plan.
  • More expensive doesn’t always mean better in PPC or SEO.

Winners and Losers (in Search)

In local SEO for roofers, there are clear winners and losers. Most people gauge success by rank position, whether their business makes the Google Search Engine Results Page (SERP). However, the more experienced marketing professionals know that their clients (and their agency, by extension) truly win when those keyword rankings turn into site visits and roofing leads. That’s what separates the search marketing champions from the rest of the industry.

Winners continually strive to produce higher volume, higher quality, and lower cost leads. 

Losers look for surface-level results, the kind that makes them look good on a monthly report. So much effort goes into producing just enough results to maintain their clients, but not a lot into creating long-term success. That’s the unhappy truth for many roofing companies and their marketing agencies.

So what kind of qualities can a roofing professional look for as they hunt for a winning team?

Marketing Quality #1: Expertise

A little obvious, right? Unfortunately, most contractors don’t understand what expertise looks like in the search marketing industry. After all, they (probably) didn’t go to school for digital marketing and advertising! That’s why knowing the critical signs of fundamental expertise is so crucial.

Signs of a Winning Search Marketing Team

  • Excellent Keyword Rankings (For Their Company)
  • Great Keyword Rankings (For Their Clients)
  • Impeccable Communication Skills
  • Clear, Measurable Service Deliverables
  • Basic Understanding of Your Industry
Search Marketing Result Assessment Through Search Console

Keyword rankings serve as a resume for companies that work in local search marketing. If they enjoy page one rankings for their primary industry keywords (such as “roofing seo services” or “seo for roofing”), that’s a good sign! Should their clients enjoy excellent keyword rankings in organic search, that’s even better.

Your marketing company should know their craft well enough to explain it to anyone in your staff effectively. Winning search marketers also learn how to communicate their services and deliverables so that you can accurately set your expectations for the coming months. But, of course, all that expertise is specifically adapted to help your business, which in turn demands a basic understanding of the roofing industry. If they can’t understand the lead development cycle for a homeowner or commercial organization looking for roofing services, how can they market those services?

Marketing Quality #2: Accountability

Have you ever received a shady service bill? It’s not a pleasant feeling, especially when you see fees that you didn’t anticipate. Unfortunately, when there’s little to keep a service provider accountable, these sort of shady practices can creep up in any industry. As a relatively new sector, however, digital marketing still lacks many of the safety mechanisms consumers rely on to ensure quality service.

Sly businesses often use sketchy reporting and costing measures to skim money out of your marketing budget without investing it in your local SEO or PPC campaigns. Unfortunately, this practice is prevalent among lump-sum, flat fee service packages where money can easily be distributed wherever the agency desires. At the Roofing Webmasters, we’ve heard this story a lot more often than we’d like.

Search Marketing Through Google Ads

How can you make sure that your search marketing team is held accountable?

  • Examine their reporting process ahead of time.
  • Make sure PPC spend is provided directly through Google (or Facebook, etc.).
  • Pay month to month instead of an annual or long-term contract.
  • Keep your PPC and SEO services charged separately.
  • Talk with their current clients and ask about the process for implementing changes.

Reporting is a fickle thing. On the one hand, industry giants like Google make it their goal to provide thorough, detailed accounts of your spending and results. But, on the other hand, agency reporting and even third-party services tend to blur where your money is going. That’s why it’s always prudent to arrange your PPC billing to go directly through your advertising platforms (Google, Facebook, etc.). Transparent billing prevents marketing agencies from up charging ad costs per click.

Understand your search marketing company’s process for implementing website changes (for SEO) and ad campaign updates (for PPC). If you discover it’s almost impossible to receive updates once your services go live, then it’s wiser to look for another provider. Consider talking with a handful of your prospective marketing agency and see what they have to say about their service.

Marketing Quality #3: Adaptive

When it comes to local search marketing, a successful business must know how to adapt to industry changes. Google regularly shakes up its algorithm so that one type of content buoys to the top while the other sinks to the back pages of search results. For instance, how-to guides and Q&A-styled articles tend to rank very well for consumer searches.

Potential Challenges to Overcome in Local Search

  • Rank drops
  • Traffic slumps
  • Surges in poor quality leads
  • Technical errors
  • Industry shifts
September Search Marketing Results in Analytics

When your website traffic takes a dip for a month, how does your local search marketing team respond? There are many potential reasons for the lower volume. If your company quickly works to understand the problem and present a solution, you know you have a winner on your hand. On the flip side, a sluggish (or nonexistent) response could indicate your company doesn’t care.

Ready for Results?

Local search marketing takes time and effort, but an experienced and dedicated team makes all the difference! If you’ve struggled to make headway with your current agency, our team at Roofing Webmasters would love to talk with you. In addition, we offer free consultations for anyone looking to understand their recent search marketing performance. 

Posted: | Updated: Jul 20, 2021 | Categories: Podcast

Winning The Race for Spring Roofing Leads (Podcast)

Having passed the infamous 20th of March, the spring season is here, and it is prime time for roofing companies to capture business leads. Punxsutawney Phil may not have been spot on with his early spring prediction, but the weather is starting to progress closer to warmth across the nation. With cold spells still interjecting themselves, this combination of hot and cold has a chance to create severe hail storms, something we’ll touch on more later. But spring, in general, is always going to present a major opportunity to roofing contractors. But how does one take advantage of the most suitable season to generate roofing leads and grow your business?

Who Has The Head Start?

The truth is that winning the race for spring roofing leads should start before the spring season. The companies that have already created a custom website optimized it for search and placed themselves on Google My Business will have a significant head start on those late to the party. Google and Facebook reviews of these businesses are also an essential factor determining who scoops up most of the leads this spring. The gap may already be large.

Making Up Ground

Not everyone had the foresight to optimize their website before spring, especially those new to the roofing industry or a specific location. Having an aged domain name will always be ideal for SEO purposes, and optimization takes time in general. Most new roofing campaigns are looking at a 6-month minimum for organic ranking. One way to close the gap in the meantime is to invest in PPC management through Google Ads. Buying clicks can get leads quickly.

Win The Marathon, If Not The Race

If PPC is out of your price range, the time to start gearing up for next spring (2020) is right now. While the idea of waiting this long may seem discouraging, it will pay off next year. Remember, while you might lose the SEO race this year, you can get a head start on the race next year. The reality is that the roofing business is more like an online marathon. If you consistently improve, you will end up winning in the end. So even if PPC is an option, you should still invest in SEO for next year right now.

Optimizing for Hail Storms

There are some roofers in the industry known as storm chasers. But the truth of the matter is that companies who are already optimized for hail storm roof damage in their service area are going to have a leg up on fly-by-nighters. The top roofing websites have an individual webpage for storm roof damage and their homepage and pages for other services. Over time, this page optimizes for the target keywords that heal inflicted homeowners’ search on Google. 

Keeping it Local

Your business must have a presence on Google My Business and supporting reviews and a verified address to generate local leads. The goal for roofers is to show up on the Local Map Pack, a group of Maps listings selected by Google based on relevance, radius, and reviews. Roofers should try to generate as many reviews as possible and do so consistently. Google checks not only quantity but also recency. Google Ads can also appear on the Map Pack if adequately connected to your GMB account.

Hail Storm Roofing Map Pack Screenshot

Speed Up With Roofing Webmasters

Are you tired of losing out on spring roofing leads every year? Roofing SEO Webmasters’ complete digital marketing package can solve your problems once and for all. As a digital marketing agency that provides custom website design, content marketing, Google Maps optimization, PPC, and SEO, there’s no aspect of the race that we can’t enhance. The best leads come from an investment in your own brand, which we empower our roofing clients. We build everything from the ground up with custom codebase, schema markup, and logo design.

Posted: | Updated: Jul 13, 2021 | Categories: Podcast