WWND? What Would Nolen Do? | Roofing SEO Podcast

Today’s Post & Podcast Will Cover:

  1. 1. What would Nolen Walker do if he were a roofer?
  2. 2. What mistakes do we see roofers make?

So … What Would Nolen Do? (WWND)

Nolen would invest in marketing and keep it going. As someone who once owned a home service business, he knows how valuable marketing is for lead generation. So much so, that the business model simply didn’t work if marketing wasn’t properly executed. Nolen grounds himself with the concept of marketing. It is what his entire philosophy on home service business rests upon. Once marketing is made a priority, everything else will follow suit. The strongest advice from Nolen would be to stay true to your marketing. Here’s how you can accomplish this as a roofer:

Laying The Foundation

A roofing company’s foundation should be in online marketing. Organic search is still the best long-term digital asset. If you can get your company ranking on Google Maps as well as traditional results , you can dominate your local market for quite a while. The best way to accomplish this is to invest in a roofing website, but not just any old site. It should be one that is designed with marketing and promotion in mind. Even with the emergence of new digital brand platforms like Google My Business and Facebook, linking each back to a central website is key to online branding, and more importantly, high ranking positions on Google. You’ll Need:

  • Company Website
  • Google Maps / My Business
  • Search Engine Optimization

Custom Website Design

A custom website with a marketing foundation is the best kind of roofing website. Although new tools exist to build your own website without design experience, ranking said sites on page one is not easy, and controlling their HTML & CSS code is even more challenging. With a custom website, you will have control over what goes on behind the scenes of your site. Website makers can be useful, but they mostly deal with front-end edits. In other words, you are placing widgets on your pages and adding elements in that manner. It might look quite good from the user’s perspective, but the coding can be bogged down and even slow down page speeds. A custom website allows for:

  • Clean Code
  • Flexibility
  • Jurisdiction

Google Maps & My Business

When roofers think of organic search, they typically think of traditional results. But one of the most important organic placements occurs on the Local Map 3 Pack. The Local Map 3 Pack is the top 3 Maps rankings in a specific region. It is shown based on a users search term as well as their current location. The goal for every contractor should be to get into the top 3 for keywords in their service area. Because most consumers find contractors through mobile search, Maps placement is more important than it’s ever been. Remember too that Maps placements show your aggregate star rating so you should compile reviews when possible. You should also claim & optimize your My Business profile and align it with your website. Here’s what to know about Google Maps & My Business:

  • Maps Rankings are Organic
  • My Business Profiles Influence Maps Rankings
  • Website / Google My Business Alignment Influences Rankings

Search Engine Optimization

Aside from Maps, you also want to rank on traditional organic results. The best way to accomplish this is through SEO, otherwise known as search engine optimization. SEO helps not only with traditional results but with Maps placement too. The foundation of your organic reach is SEO itself. For those unfamiliar, SEO is the refinement of your web presence to best suit Google’s standards, and to pursue the greatest chance of ranking high. SEO includes everything from keyword placement, content quality, NAP consistency, inbound linking, and much more. And optimization is not a singular task, but rather an ongoing process that takes consistency and attention to detail. Anybody suggesting SEO is a one time deal is mistaking or disreputable. Here are some of the principles of SEO:

  • Content Quality
  • Keyword Placement
  • Link Building
  • NAP Consistency

What Would Nolen Do Quote

Roofer SEO Mistakes

As someone who has worked with hundreds of roofers to improve their SEO, several mistakes have shown themselves to be apparent and consistent. When contractors come to us, they’ve usually had missteps in past marketing endeavors. They may have placed all their resources in one channel, which is not a good marketing ideal. Instead, diversity should be stressed when allocating resources, financial and otherwise, towards marketing. Going for content only, leads only, web design only, etc … are all bad signs of poor resource management. Another critical mistake that companies make, either before or after investing in marketing, is deciding to hire an in-house marketer to handle everything by themselves. In summary, some of the biggest mistakes made by roofers involving marketing include:

  • In House Marketing
  • Lack of Diversity
  • Poor Resource Management

In House Marketing

We see this all the time, a hot shot in house marketer is hired and the company tanks. It’s because the diversity utilized to get you to that point has been condensed through a single lens. No single person can be an expert at every aspect of marketing. Roofing Webmasters employs expert webmasters who specialize in SEO, web design, PPC, and local optimization, to name a few. But each member has a specialty skill, rather than having one person who thinks they know all of it. Worse yet, in house marketers remove checks and balances from the process. A marketing team is superior for these reasons:

  • Checks & Balances
  • Skillset Diversity
  • Skill Specialties

Lack of Diversity

A lack of marketing diversity can be a major problem. Sometimes roofers will hire a service that offers content only or web design only. This is problematic for a number of reasons. First, these tasks as standalone services don’t do enough to improve rankings. For example, a web designer could make a visually appealing website, but if they know nothing about how to optimize it, it will serve no business purpose. The same is true of hiring writers for content only. If they don’t understand SEO, they won’t know that certain elements of a blog post are necessary to rank well. Worse yet, writing for a poorly designed site with no technical optimization will make the point moot. Everything must work together for optimal ranking.
A lack of marketing diversity creates:

  • Decreased Leads
  • Fewer Channels
  • Lower Rankings

Poor Resource Management

Probably the most common marketing problem for contractors is resource management, or lack thereof. There’s an idea that cutting costs is the most important aspect of a business, especially during down seasons. But when it comes to marketing, you get what you pay for. There has to be some commitment to marketing from a financial perspective to expect any kind of return. Ignoring marketing altogether is the fastest way to destroy your business, or halt it from ever getting established in the first place. Affordability should remain a strong consideration, but relative to its potential ROI. For example, you should look for a full service marketing agency that is also affordable. Avoid going for the cheapest option in the process of sacrificing services. Contractors should always try to keep their roofing company in perspective. Resource management boils down to:

  • Allocation
  • ROI
  • Sustainability