Online marketing for roofers isn’t always straightforward. You may be the best commercial roofing company in your area, but you’ll be outshone by the competition if you don’t have the roofer marketing ideas necessary to make your business more visible and attractive to your target customers.
Fortunately, there are several marketing strategies and approaches that can help you generate more leads, find more qualified leads, and win more sales as a roofer.
In this blog, we’ll cover the best digital marketing practices for roofing companies, including the following:
- Create a Company Website That Allows Users to Quickly Find What They Need
- Share Content That’s Relevant to the Roofing Industry and Interested Buyers
- Use Social Media to Engage With Your Audience and Build Connections
- Target the Most Qualified Leads by Localizing Your Marketing Efforts
- Get Satisfied Roofing Customers to Leave a Review of Your Services
Create a Company Website That Allows Users to Quickly Find What They Need
Your ultimate goal is generating leads online, and there are many roofer marketing strategies that can help you do it. We’ll be digging into those in the sections that follow, but for now, we need to focus on the main hub of your online marketing campaign: your website.
Your website is where most of your roofing prospects are going to end up regardless of how they initially hear of you. They might search for your website after hearing your brand name. They might end up on a landing page after clicking a PPC ad. They might visit a blog page after seeing it on social media.
You only get one chance at a first impression for your roofing business. Your website needs to be professionally designed and compelling. It needs to give people a good impression of your roofing brand and, ideally, persuade them to contact you for more information.
Working with a team of marketing experts can help you optimize your website to perfection. We can help you focus on the most important pages of your website, including:
- Home. Your homepage should provide some general information about your roofing company, such as whether you’re a commercial or residential (or both) roofer, the type of roofing services you offer, the unique benefits of working with your business, etc. It should provide general information while making it easy for users to navigate to the other pages of your website. After a quick visit on the home page, visitors should be able to find exactly what they need.
- Solutions/services. Your services or solutions page should explain the types of roofing services you offer and provide recommendations for people with leaky roofs, damaged shingles, or other common problems.
- About Us. How was your roofing business founded? What’s your current philosophy? Your About Us page should have all the answers.
- Why Us. When someone suffers damage after a major storm, they’re going to shop around for roofing contractors. Why should this person choose your business over the competition?
- Blog. Your blog is where you’ll share news, articles, and insights related to the roofing industry. If executed well, it can be a critical part of your online marketing strategy.
- Contact. You won’t be generating many leads unless it’s easy to contact your business. Make your contact page prominent and call it out throughout your roofing website.
It’s also a good idea to have a frequently asked questions (FAQs) page, as not every visitor is going to be familiar with how roofing companies work or the dynamics of roof replacement and repair jobs. These are some sample questions you can include here:
Digital marketing for roofing companies is often anchored by content marketing.
The idea behind content marketing is to develop excellent, authoritative content that people actually want to read. When your target prospects have a commercial roofing problem, they’ll search for online content that provides them with answers and direction. If they find your content, they’ll come to see you as an authority, they’ll learn to trust you, and eventually, they may choose to work with you.
Developing valuable content has several benefits, including:
- SEO value. One of the biggest motivations for developing content is to optimize for search engines while keeping the user and human experience top-of-mind. Content is good for search engine optimization (SEO) because it builds your authority, gives you a chance to optimize for commonly used search queries, and eventually helps you rank higher in search engine results pages (SERPs). Higher rankings, as you might imagine, lead to higher rates of organic traffic. As long as your website converts people, more traffic means more leads.
- Utility in other marketing channels. Content can also be used in conjunction with other marketing strategies. For example, you can distribute content on social media to enhance the reach of both your content and your social media posts.
- Opportunities for thought leadership. Are you the best roofing company in your city? Prove it by writing better content than any of your competitors. This is your chance to show that you’re a thought leader and boost your reputation.
- Conversion potential. Every new blog post is a new opportunity to generate leads through conversions. For example, if you’re writing an article about what to do with a leaky roof, you can emphasize the urgency of the situation and persuade your readers to contact a roofing company for a quote as soon as possible.
- Low costs. Best of all, content typically doesn’t cost much to develop, at least when compared to other marketing and advertising strategies.
You’re already a roofing expert, so you shouldn’t have a problem fleshing out authoritative content in the roofing industry. The bigger problem is choosing which topics to develop.
These are some strategies that can help you on that front:
- Find the right SEO keywords. Using keyword research tools, you can find SEO keywords that are commonly searched by your target demographics. Lean toward optimizing for keywords with high search volume but lower rates of competition. However, it’s important to be specific with your keyword selection. For example, the keyword “leak repair” could be for both roofing and plumbing industries. It’s essential to include “roof” in this keyword so you don’t generate the wrong leads.
- Talk to your current clients. Talk to some of your business partners and clients. What types of roofing content do they want to see?
- Look at content produced by competitors. Investigate the content marketing strategies of your competitors. Which types of articles seem to perform best on their websites?
- Review comments and use surveys. Once you start producing more content for your roofing blog, be sure to read comments left by users and use surveys to further gauge consumer sentiment. Take this feedback and use it to create even better content in the future.
Use Social Media to Engage With Your Audience and Build Connections
Social media marketing for roofers is another viable marketing strategy that can help you promote your website and generate more leads. If you have a large following across a variety of social media channels, your content distribution network will grow and everything you post will have more reach. From there, you can syndicate your content, advertise discounts and specials, and talk about the importance of roof repair in the aftermath of storms, high winds, and other risky events.
The secret to success on social media is building that following and sharing content that’s relatable with potential buyers in your industry. To get started engaging with your audience and building new connections, you need to understand what piques their interest. One example of doing this successfully would be sharing silly memes to show your company is full of genuine people with personalities behind a brand.
Additionally, it’s important to get involved in groups and conversation threads related to roofing so you can answer any questions they may have regarding the maintenance and well-being of their roof. When it comes down to it, don’t be afraid to reach out to new people.
Target the Most Qualified Leads by Localizing Your Marketing Efforts
Roofing digital marketing also benefits from localized efforts. Be sure to appeal to people within a specific city, county, or area of your state. Using these local strategies limits the number of national competitors you face while simultaneously increasing appeal to local residents.
A great way to start is filling out your Google Business Profile. This free service allows you to showcase important details about your business and increases your likelihood of being featured in local searches. Developing local content, connecting with local influencers, and optimizing for local keywords (like the name of your home city) are great supplementary strategies.
And last but not least, it’s important to include pictures of your local projects. Each picture taken and uploaded contains a set of meta data that contains the location of where the photo was taken. Therefore, the more project photos you take in the area you work can lead to more roofing business opportunities.
For more insight into how you can accelerate your local SEO strategy, read our blog here.
Get Satisfied Roofing Customers to Leave a Review of Your Services
All reviews are valuable to your roofing company, even if some of them are negative. Obviously, positive reviews are better, so hit up your previously satisfied clients and ask them to leave a review for your work. As you generate more reviews, your business will develop more authority and relevance for the local area, increasing your likelihood of ranking for local searches.
Just as importantly, a cascade of good reviews can convince your newest prospects that your roofing company is the one worth working with. Keep a close eye on competitor reviews and do whatever you can to stay a step ahead of them.
Key Takeaways
Learning how to market a roofing company is a time-consuming undertaking, but you don’t have to go in alone. With the help of a marketing firm, you can develop a lead-generating website, launch your content marketing strategy, optimize for search engines, distribute your content on social media, localize your marketing efforts, and even generate more local reviews. Collectively, these strategies should greatly increase traffic to your roofing website so you can cultivate more leads.
Are you interested in generating more leads for your commercial roofing business online? No matter where you are in the process, we can give you the support you need. We’ll help you build a strategy from the ground up and optimize your tactics to build you a steady flow of leads. Everything starts with a free consultation—so contact us today to get started!
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