At Roofing Webmasters, we’ve devoted our lives to search engine optimization for roofers. We even wrote the ultimate guide to Roofing SEO for contractors across the world. Still, our job never stops because Google never stops evolving. Google’s algorithm has progressed more than ever for 2022, and the changes are more significant than we’ve ever seen. In today’s podcast episode, we discuss what’s new in 2022.
More Changes, More Quickly
Google issued eight total core updates in 2021 and thousands of additional micro-updates to its algorithm. In addition, Google recently declared to changing its algorithm six times per day. Unfortunately, the human mind can’t process such frequent changes and understand which aspects of the algorithm are changing. As a result, businesses and SEO professionals have grown frustrated.
How Roofing Companies Can Respond
You might think SEO is dead, and there’s no longer a benefit to investing resources in search engine optimization. However, this attitude will only empower your competitors to win the marathon by default. SEO still works, but it now relies more on consistency and logic than manipulation. The good news is that companies like Roofing Webmasters maintain best practices for our SEO services, allowing our clients to continue to rank in 2022.
There are SEO aspects that follow the basic logic of good business practices. Take reviews, for example, which are clear indicators of a roofing company’s legitimacy online. In addition, platforms like Google My Business, Facebook, and Yelp have earned the trust of search engines and users alike, making acquiring feedback on these websites more critical than ever. The same is true of social media signals from trusted institutions.
Although Google closed several algorithmic loopholes throughout 2021, the results have been beneficial for roofers who optimize consistently. Following best practices for on-page SEO, technical SEO, and off-site SEO allows consistent websites to maintain an average traffic volume. While some contractors think SEO is a method to manipulate the search engines, Google has always aimed to rank the most worthy websites and companies on their SERPs. Therefore, think of SEO in 2022 as working with Google instead of against them.
Best SEO Practices for Roofers in 2022
Since logic and consistency wins in 2022, roofing companies should double down on the best SEO practices. Eliminate manipulative tactics like link buying or PBNs and replace those techniques with legitimate methods like reputation management and user experience optimization. Roofing Webmasters can show you which practices work best in 2022.
It sounds like a broken record in the SEO industry, but quality content remains critical for ranking on Google. Establishing topical authority is only possible by publishing multiple pages relating to the same general topic. For roofers, in particular, writing good content about each service type will determine how many keywords you rank for online.
For example, a commercial roofer offering TPO roofing services must create a page for TPO roofing and fill it with high-quality content. Google won’t assume you offer the service unless you have content to showcase your offering. In addition, there’s evidence that Google Maps pulls content from your website as local justifications for encouraging users to click on your listing.
Review management apps blew up about three years ago, but the process of acquiring reviews is as important today as it was back then. You can use apps like DataPins, Podium, or BirdEye to automate review requests and distribute them evenly across various online review platforms.
Google My Business remains the top priority because of its direct influence over local SEO. Some reviews will even show as local justifications when users perform local search queries. With that being said, review diversification is vital for trust signaling, as platforms like Yelp, Facebook, and Better Business Bureau hold significant equity in the online reputation world.
On-Page SEO consists of basic practices like inserting title tags, meta descriptions, image alt-text, etcetera. These tasks can seem repetitive, but they’re essential for search rankings. Google recently changed how they approach title tags, with some rewritten automatically to serve the users better. You can protect your website from unwanted rewrites by ensuring that your H1 matches your title tag.
Keyword placement is a crucial component of on-page SEO and relies on well-written content, which we touched on earlier. However, you don’t want to overuse keywords in your content and should diversify terms using LSI keywords. Keeping the theme of Google’s evolution, focus on writing for the reader and not the search engine. Google can finally say that the reader’s behavior now matches the algorithm’s standards.
Roofing Webmasters Can Help You Succeed in 2022
With hundreds of roofing clients enjoying top keyword rankings, our agency relies on constant adaptation to Google’s latest changes. Perhaps most importantly, we focus on maintaining best practices so that our clients can stay calm while others suffer significant traffic losses. In addition, the days of gaming the algorithm are basically over, as Google now relies on legitimate signaling to rank the top websites.
You can ensure that your roofing website performs well online in 2022 by partnering with Roofing Webmasters for SEO services. We provide a full suite of services, including website design, organic SEO, reputation management, and content writing. From our podcast, you can probably tell that we’ve seen many changes with Google over the years but remain a top SEO company in our field.
Roofing Webmasters has you covered if you are looking for a construction keywords list or keywords for construction management. Since construction companies often fall under a similar content strategy as roofing companies, the overlap produces several keyword variations that can help generate visitors using SEO for construction companies. As a result, our team constructed a keyword list that dives deeper than other marketing websites offer by providing additional metrics like keyword difficulty and organic CTR, in addition to search volume.
Top 102 Keywords for Construction Companies
Commercial Intent Keywords
These keywords are best for service pages as users who search for them usually want to buy a service. With a properly optimized website, you can convert these users into customers at a high rate. With this in mind, service pages should always showcase a clear and urgent call-to-action (CTA) so that users can quickly take action. Commercial intent keywords are frequently at the bottom of your funnel, making them the most valuable keywords to rank for on Google organic search results.
fiber cement siding
board and batten siding
construction companies near me
james hardie siding
new construction homes near me
new home construction
certainteed vinyl siding
vinyl siding repair
new home construction near me
vinyl siding installation
home remodeling near me
new home builders
vinyl siding near me
aluminum siding repair
siding repair near me
aluminum siding repair
home remodeling contractors
home remodeling contractors near me
vinyl siding contractors near me
home remodeling companies
residential general contractors near me
residential construction companies
wood siding repair
residential general contractors
james hardie siding installation
shiplap siding exterior
fiber cement siding installation
shiplap siding interior
aluminum siding repair near me
high end vinyl siding
metal siding near me
siding repair contractors
shiplap siding installation
board and batten siding installation
commercial building contractors near me
house siding repairs
exterior siding repair
siding repair company
new construction single family homes
roofing construction companies
roofing construction companies near me
roofing construction company
siding repair companies near me
Informational Intent Keywords
Informational intent keywords are best for blog posts on your company website. Users searching for these terms are not typically ready to buy right away. However, you can capture them at the top of your funnel and remarket to them in the future. In addition, ranking for informational keywords helps strengthen your website’s topical authority and earns more natural links from around the web. Finally, interlinking from a blog post to a service page is a great way to intelligently distribute link equity to your highest-converting pages.
vinyl siding cleaner
home remodeling ideas
types of vinyl siding
fiber cement siding problems
certainteed vinyl siding colors
metal siding colors
fiber cement siding cost
certainteed siding colors
vinyl siding colors and styles
aluminum siding cost
vinyl siding installation instructions
best roofing contractors near me
siding repair cost
home renovation ideas
steel siding cost
where to buy vinyl siding
aluminum siding colors
new home construction costs
vinyl siding installation tools
wood siding options
fiber cement siding colors
certainteed vinyl siding reviews
how to repair wood siding
james hardie siding reviews
how to install fiber cement siding panels
james hardie siding warranty
siding repair kit
aluminum siding prices
james hardie siding installation instructions
home renovation cost
wood siding repair cost
certainteed siding color chart
diy board and batten siding
vinyl siding repair cost
vinyl siding installation tips
high end vinyl siding brands
fiber cement siding installation cost
certainteed vinyl siding accessories
roof construction diagram
board and batten siding colors
aluminum siding repair parts
fiber cement siding installation video
aluminum siding repair cost
fiber cement siding installation instructions
james hardie siding installation guide
roofing construction terms
vinyl siding comparison chart
installing board and batten siding around windows
How To Implement Keywords for Construction Companies
When writing your service pages and blog posts, you can download the XLS file to reference these keywords. However, it’s best to craft a comprehensive content strategy before publishing new content so that you avoid keyword cannibalization and maximize efficiency. Once you map out which pages and posts will target which keywords, you can insert these keywords into the proper areas. Consider the following:
Title Tags: Your keyword should appear once at the beginning of your title tag
Meta Descriptions: Your target keyword should appear once or twice within your meta description
Headers: Your target keyword should always appear in your H1 and sometimes in your H2s and H3s.
Body Content: Your keyword should appear one to five times (depending on total word count) within the content itself but should never exceed ten.
Other Considerations for Keywords for Home Builders
When publishing content with construction marketing keywords, you must keep the reader as your top priority. Engaging in oversaturation and improper grammar can deter readers from buying your services and discourage Google from ranking your pages. Therefore, consider the following things before publishing content:
Avoid Keyword Stuffing: Never add too many instances of the same keyword, as Google will mark your page as spam, and readers will bounce from your website.
Utilize LSI Keywords: Consider using LSI keywords to supplement your primary terms to reference your keyword without oversaturating your content. LSI keywords are semantically related to your primary term.
Writing a good roofing company business description can increase engagement and produce more sales. When people hire a home service business, they want to trust the company. After all, these people will come into their homes to perform repairs or assessments.
Unfortunately, as a roofing business owner, you won’t have the time to meet face-to-face with all your customers and have a conversation with them. That’s where a roofing business description comes in.
Your roofing business description (usually contained on your website’s “About” page) is your chance to tell a broad swath of customers and potential customers what your business is all about. But how do you write the perfect roofing business description? Find out in the following post.
Table of Contents
What is a Roofing Company Business Description?
A roofing business description provides a general overview of your company and highlights unique facts about your business. Typically, a description reveals the owner’s name and top-level employees who represent the business in public forums.
How To Write a Good Roofing Business Description
Make a Connection
Think about an instance in which you were meeting a person for the first time. What did you try to do to break the ice? You probably started asking questions about the other person or talking about yourself to find similarities.
You may have brought up your favorite type of food, favorite TV show, where you went to school, and things like that. Why? Because finding similarities is a way to establish a connection with someone. People want to feel a connection to someone they hire to work on their roof.
That’s why so many people want to see the About page of a business first. The About page is where you share your business’s story and establish a connection. This connection makes it easier for someone to trust your business and services.
Solve a Problem
Now let’s get into actually writing your business description. A lot of small businesses make the mistake of glorifying their company in their business description. While you should start with basic information about your company, the focus should be on solving the visitor’s problem.
As a roofing company, you can fix a leaking roof or replace missing shingles. However, it’s also a good practice to think back to some of the questions you’ve frequently heard from customers and which services you often perform.
Start your description with a brief explanation of how your business can solve a problem. Here is an example of an intro to a roofing business description that includes basic business info and gets into the customer’s problem:
“JJ Roofing has been repairing roofs in Madison, Wisconsin for over 20 years. Our mission is to resolve your roofing issue promptly.”
Notice that the above example mentions the company name, the service area, and how long the company has been in business. Those are all essential elements in your roofing business description intro. However, equally important is describing the problem you can solve for the customer. In the case of the above example, we see that JJ roofing can resolve roofing issues quickly.
Share Business Values
We talked about making a connection with your customers. That can be easier said than done, though. One good way to establish a relationship is to describe your company’s values in your business description. For instance, if you emphasize low price, talk about it.
Likewise, if your company is known for speedy work, mention it in your business description. Be honest too. The odds are that no matter what your business values are, they will resonate with at least one group of consumers.
After you have mentioned your company’s basic information and its problem for the consumer, it’s time to start describing your business values. Here’s an example for a company that values transparent pricing:
“We know how hard it can be to find a contractor that does quality work at an affordable price. That’s why we take the time to go over our invoices with our customers. Transparent pricing is important to us because that’s what we would expect of anyone we hire.”
The most important part of the above example is that last sentence. That’s where you make your connection. You are telling the reader a little about yourself and your preferences so that someone could read that and think, “I expect transparent pricing too.”
Humanizing your company begins to put a face to it that the customer can trust. Notice that the above example also has a conversational tone. Understanding a struggle makes your company more relatable – like you’ve been in the same situation that the reader has also been in before.
Tell Your Story
After you have described your business values, you can tell the story of your company. Of course, you may not have a fantastic story to tell, and that’s ok. Storytelling is an excellent opportunity to share your passion for what you do. Here’s an example of a company story:
“Our roofing company was established in 2001. We knew that Madison had many residential roofing contractors, so it would be tough getting started. But we also knew (from firsthand experience) that there weren’t many roofing contractors that took the time to explain the work and complex invoices to their customers. So we wanted to fill a need, and 20 years later, we’re still around.”
There is nothing dramatic about this story. There’s no tragedy or talk of a special impromptu meeting of roofing experts who decided to start a business together. If you have a fantastic story like that, talk about it by all means.
The point is that you don’t have to have a fantastic story to tell to resonate with your customer base. Notice that the above example goes on to talk about the company value of transparent pricing. It even shows the reader which principles your company best represents.
We know it sounds unintuitive, but your roofing business description is not your opportunity to sell to your readers. So don’t mention any special promotions or anything like that. While you should have a call to action or two on your About Us page, the main point is not to make a sale.
If you properly avoid sales talk, you are more likely to make a sale, which is ironic. However, customers who feel comfortable with your roofing company are more likely to invest in your services, and comfort comes from feeling unpressured by your presentation.
Too many roofing websites ignore user experience to bombard visitors with sales offers. Of course, a coupon or discount code can help convert customers on the fence, but it’s not going to appeal to someone just browsing around. You have first to establish a trust to make a sale.
Ultimately, your customers have a need that you can address. However, some competitors can handle that same need. So the question becomes, which company does the prospect feel most comfortable paying? If you write the correct business description, it’s most likely going to be yours.
Digital marketing for roofers is the promotion of roofing companies through digital platforms, including the internet. Examples of digital platforms include websites, search engines, email, text, and social media.
Digital Marketing Strategies for Roofing Companies
Some companies prefer to hire a roofer digital marketing company to handle all necessary tasks. Others opt to perform marketing tasks manually to save money and retain greater control over messaging.
The problem for many contractors is time management. Most roofers don’t have enough time to design and implement a high-quality digital marketing campaign. As a result, roofing businesses that invest in digital marketing services often outperform competitors who do it themselves.
Regardless of which path you choose, it is vital to understand the best roofing digital marketing strategies in 2022. Roofing Webmasters outlines the best tips, tricks, hacks, and techniques for roofers in the following post.
1) Optimize Your Roofing Company Website
A roofer’s most potent digital marketing weapon is their roofing company website. Your company claims digital real estate online by purchasing a domain name with hosting and publishing a high-quality website.
Subsequent digital marketing tasks are more effective after you establish a website online. The goal of your website is to rank on Google, attract visitors, and convert them into customers. With this in mind, you should optimize your website for rankings and conversions.
Roofing Webmasters’ knows a thing or two about website design. We even created our own website builder to produce the most premium roofing websites on the web. In our experience, a robust website showcases the following qualities:
Mobile-Friendliness: Roughly half of all internet traffic comes from people using a mobile device. You have to make sure that your roofing website is easily accessible to mobile users.
Responsiveness: People have short attention spans. If your website takes too long to load, they won’t wait around. They will click on another roofing website.
Positive User Experience: Visitors should find your website easily navigable with fast loading speeds and a user-friendly interface for easy conversions.
2) Manage Reviews and Reputation
Online reviews are the new digital word-of-mouth. Favorable online roofing reviews can make or break your company in the digital age. Not only do they affect your reputation as a company, but they also generate leads.
Your company should be present on Google Business Profile, Facebook, Yelp, and other popular review platforms. From there, your profiles must accumulate consistent reviews from real customers. A reputation management tool like DataPins can automate review requests.
Getting reviews is essential because most consumers will read between 1 and 10 reviews before purchasing. As a result, the context of your reviews will shape how potential customers view your roofing business.
Replying to negative reviews is just as crucial as responding to positive ones. Of course, it’s normal to receive a few negative reviews from unsettled customers. Still, the key is maintaining a positive reputation despite negative feedback.
3) Publish Premium Level Content
70% of consumers prefer to get information about a company through a blog post or article instead of an advertisement. As a result, content is vital to digital marketing for roofing companies.
Most marketing agencies produce some form of content for their clients. The separator is often the content quality, which tends to vary by website. Premium-level content is free from grammatical errors and provides legitimate value to the reader.
Content marketing can include blog posts, eBooks, white papers, social media posts, video content, and more. Here are a few proven forms of content marketing:
How-To’s: How-to guides (in a blog or video format) are beautiful to consumers. Consider knocking up a simple how-to guide like “How to Maintain your Roof” or “How to Get Your Roof Ready for Winter.”
Videos: YouTube videos are ideal for website embeds. They can serve as a visual aid to your text content and convert more visitors.
Blogs: Blogging is the simplest and most effective way to provide value to consumers. Use your roofing knowledge to come up with exciting and informative blog posts.
Content is one of the most time-consuming elements of a digital marketing campaign, so quality content is so rare. However, investing in high-quality content pays off for roofing companies as it is the fastest way to outrank local competitors with similar domain authorities.
4) Perform Extensive Keyword Research
Keyword research requires tactical discernment to maximize rankings in 2022. The days of measuring volume only are gone, and more complex aspects of a keyword now determine its ultimate value.
Roofing companies must know how to identify keyword intent to inform the content necessary to target the term or phrase. For example, a service page should target specific buyer intent keywords, while blog posts earmark informational queries.
Learning to prioritize keywords is an acquired skill made more manageable with SEMRush, MOZ Keyword Explorer, and AHRefs. Google Search Console also serves as a valuable keyword research tool, especially for identifying local roofing keywords.
5) Supplement SEO Traffic with Strategic Google Ads
Pay Per Click advertising can benefit newer roofing companies while they wait for their website to optimize. GoogleAds allows roofing companies to rank their landing page above organic results through paid ads.
Paying for website traffic early in your digital marketing campaign makes logical sense for roofers. In addition, since SEO can take up to six months to properly index, Google Ad clicks can supplement traffic and generate leads.
Google Ads also empower roofing companies to run seasonal ad campaigns targeting specific types of roofing consumers. As a result, high-ticket jobs like commercial roof repair can return a significant ROI with few clicks.
Be sure to conduct regular A/B testing. A/B testing is an effective way to tweak your PPC ads to be more effective and foster a higher conversion rate for lower CPC.
6) Claim Business Citations Online
Local roofing companies have a host of directories available to submit citations which create nofollow backlinks to your website. NAP citations also disseminate your contact information throughout the internet, making it easier for Google to identify your business as a specific entity.
Most contractors know significant directories like HomeAdvisor, Angi, and Better Business Bearue. Still, hundreds of more exist for roofing companies. Investing in a citations service like Whitespark can help you quickly submit citations to a wide range of directories.
Submitting your profile on multiple directories may result in an occasional lead. Still, its real impact comes in the form of SEO signaling. As you establish your website URL across multiple 3rd party websites, your website can index new service pages and blog posts more quickly.
7) Implement Schema Markup
Marking up business information with schema is a great way to communicate with search engines. As you mark up business info on your website, search engines like Google better understand your site’s context.
When Google knows your roofing company is a local business, it can view your site as the same entity as your Google Business Profile. Your goal is to dominate local search results on both Google Search and Google Maps.
Schema markup also allows roofing companies to markup other aspects of their websites, including reviews and social media profiles. DataPins is a valuable tool that inserts schema markup via pins that validate your website service areas.
8) Create Linkable Assets
Link building is considered a fundamental digital marketing practice in 2022, but Roofing Webmasters will dive even deeper. Ultimately, high-level blog posts attract links from 3rd-party websites, not outreach.
Link outreach actually violates Google’s guidelines, making it unethical for any SEO agency. There is no such thing as white-hat link building as the very act of soliciting inbound links disobeys Google’s rules.
The good news is that roofing companies can still acquire links without building them. This utopia is achieved by publishing linkable assets, typically long-form blog posts that address a popular question or topic.
Remember that boring, run-of-the-mill topics won’t attract links from other websites. Therefore, when publishing a linkable asset, it has to appeal to many consumers and engage them with the title and on-page content. An excellent example of a linkable asset is a post about statistics.
9) Hire a Roofing Digital Marketing Agency
Time is money in the roofing industry, making spending it on digital marketing tasks costly to the overall business model. Roofers save a boatload of cash by hiring digital marketing experts to handle SEO.
Not only can digital marketing experts save contractors from menial tasks like updating meta descriptions and writing on-page content, but it can save them from costly and time-consuming mistakes, too.
Furthermore, digital marketing experts have access to decades-worth of client SEO data that can inform your campaign. So in laymen’s terms, they have the answers to the test. Of course, not all digital marketing agencies are trustworthy, but performing some due diligence can help weed out bad ones.
10) Expand Brand Awareness
Branding is the most undervalued SEO ranking factor in 2022. When consumers regularly search your company name on Google, your website and Google Business Profile appear higher in search results.
The best way to increase branded searches is to expand brand awareness. Roofers can enhance their brand by performing outbound marketing tasks like email marketing, direct mail, and door-to-door sales.
As consumers become aware of your company offline, they will research it online. Email marketing is one task that merges the two worlds together. When sending email blasts, you put your brand name in front of a large group, but it’s happening exclusively online.
11) Invest in Roofing Marketing Software
Software makes tasks easier for all kinds of industries, and roofing is no different. A roofing marketing software tool like DataPins can automate most of your SEO process while also handling reputation management.
DataPins allows roofers to publish schema pins of each job that appear on corresponding service pages and city pages for optimal ranking. They also insert geo-schema pins to enhance Google Maps rankings.
Finally, DataPins automatically manages a roofing company’s online reputation by sending out review requests via email and SMS text messaging. Best of all, its dashboard keeps companies informed of reviews, pins, and organic website growth.
12) Build an Email List
Email is one of the best forums for increasing brand awareness and generating leads. For every $1 spent on email marketing, roofers can expect a profit of $42. With this in mind, start building an email list.
It’s critical to follow CAN-SPAM protocols to avoid fines and getting your address blocklisted. As a result, always include an unsubscribe link in your email footer, along with your roofing company’s office address.
You’re probably wondering how to build a roofing email list in the first place. It’s easy to do if you publish good content on your website. Then, once visitors arrive on your site, offer them a value proposition, such as a discount code, in exchange for their email address.
You’ll find that consumers will gladly submit their email addresses for a chance to save on services. As you build out your email list, be sure to segment subscribers by their specific qualities and needs. Segmented lists make it easier to customize emails and increase open rates.
13) Run Roofing Facebook Ads
Facebook Ads are affordable and help roofers target a hyper-targeted consumer base. However, segmenting users is more expensive on other platforms, with so much information available from a person’s Facebook profile.
The result is a lower overall CPC than other social media advertising platforms. Facebook marketing is really only possible through advertising these days, as Facebook significantly limits the organic reach of business posts.
Designing a high-performance Facebook business ad is relatively straightforward. In addition, it allows advertisers to run the ad simultaneously on Instagram, another popular social media platform.
14) Diversify Calls To Action
Converting a website visitor comes down to your call to action. You can choose from a contact form, click-to-call phone number, and other more creative types of CTAs to turn those website visitors into warm roof leads.
As technology evolves, webmasters have gotten more creative with CTAs. For example, some websites now allow customers to book an appointment online without talking to someone on the phone.
Your roofing company should consider a live chat feature for your website, which can engage with visitors with specific questions about a service. Ultimately, your goal is to capture as many interested consumers as possible.
15) Start a Roofing Company Podcast
When roofing contractors think of digital content, they think of blog posts, Instagram pictures, and sometimes YouTube videos. But one untapped digital content resource is audio podcasting.
Starting a roofing podcast can give your company a decided advantage over online and offline competitors. In addition, podcast syndication on Apple, Spotify, and Stitcher create positive SEO signals for your business.
Recording a podcast is easier than ever for roofing companies in 2022. All you really need is a couple of $50 USB microphones and free computer recording software. You can even record some introductory podcasts on an iPhone.
16) Join a Referral Network
Digital networking can increase your monthly leads in 2022. Consider partnering with roofing suppliers, contractors from other industries, and even roofers from other regions to strengthen your online network.
Getting referrals from other credible businesses is an excellent endorsement for your business. With so much digital content published every day, referral partners can even shout out your company on social media.
Networking offline can translate online, as well. For example, attending a local business conference or a national roofing conference is a great way to connect with like-minded business owners. As a result, many are willing to develop a referral relationship.
17) Enhance Your Logo and Color Scheme
Hiring a professional logo designer to enhance your roofing company logo and color scheme can change the perception of your business online. You’d be surprised by the subtle impact of a professional-looking logo.
Your logo appears on all digital marketing materials, including your primary website and Google Business Profile. Logos also appear on your business citations and email blasts, making it your most visible entity.
If you decide to enhance your logo, do it correctly. For example, keep your color scheme simple but instill high-quality features that appear professional to consumers. A quality logo designer will produce web-optimized logo files for use on all of your digital platforms.
18) Broaden Service Area With Unique Location Pages
One of the age-old digital marketing questions for roofers is how to broaden your service area online. For example, suppose your office is located in a specific town and city. In that case, you still want to serve consumers in nearby zip codes.
Unfortunately, Google is set up to reward companies based on proximity, especially with the Local Map 3-Pack results. However, there are still ways to rank in cities and towns outside of your central office location.
The first step is to publish unique location pages for each target city. Then, you can automate uniqueness with a tool like DataPins, which publishes proof of your work in those specific locations.
Finally, avoid creating spam-like city pages that use duplicate content. Instead, invest in a unique copy for each page, including subtle references to the targeted city or town. Ultimately, social proof will help you win over new service areas in 2022.
Roofing social media refers to apps and web platforms that foster social networking, along with content creation and sharing. Examples of social media for roofers include Facebook, Instagram, Twitter, and LinkedIn.
Do Roofing Companies Need Social Media?
Social media remains a powerful marketing tool in 2022.Despite the merits of roofing social media marketing, a surprising amount of roofing companies around the country aren’t utilizing this platform.
Many of the roofers we talk to cite that they don’t have enough time to consider a roofing social media marketing campaign. Others say that they don’t know how to go about it. While social media marketing does present a unique set of challenges, it is usually the difference between doing alright as a roofing business and true success.
Don’t believe us? Please take the following statistic into careful consideration: 89% of consumers will buy from a brand after they have followed them on social media. Almost as many will go on to recommend the brand or company to a friend.
Social Media Strategies for Roofing Companies
Everyone wants to be the friend or neighbor that finds a great roofing company and tells everyone else about it. These days, they are finding these companies on social media. Now ask yourself, are people able to find your company on social media?
If you answered no, don’t fret. We know that roofing social media marketing can be daunting, but that’s why we put together the following guide. In it, you will learn the essential elements of a successful social media marketing campaign.
1) Set Clear and Realistic Goals
First and foremost, you have to have a clear goal in mind for your social media marketing campaign. Are you trying to increase brand awareness? Do you want to boost sales for a specific service? Perhaps you want to promote a particular product or service. Focus on one goal at a time but be clear with your ideal outcome.
For instance, if you want to boost sales, determine how much you want to increase sales. Nail down a specific percentage. Then establish a realistic time frame for your social media campaign to achieve the goal. Your goals (and their particular figures and timelines) will provide a framework for your social media marketing campaign.
2) Distinguish Ads from Organic Marketing
Much like Google, social media platforms allow roofers to reach their consumers organically or through paid advertising. While roofers can still promote free on social apps like Instagram and Twitter, other platforms make it more difficult. For example, Facebook’s algorithm makes organic promotion difficult, and in turn, Facebook Ads for roofing becomes a critical option.
Running Facebook Ads, Instagram Ads, or Twitter Ads requires understanding demographics, budgeting, and ROI. The good news is that each platform provides in-house support when running advertisements and will even recommend budgets, intervals, and more. Your job as a roofing company is to produce compelling promotions, slogans and offers for potential consumers.
3) Determine your Key Demographic
Your social media marketing campaign will be predicated on creating content for a specific group of people, or in other words, your key demographic. As a roofer, the most fundamental demographic for you are homeowners. You may also need to branch out to include property management companies and business owners.
This step aims to create a customer persona based on your critical demographic’s age range, typical income, gender, geographical location, spending habits, and even personal values and interests.
The customer persona you come up with will be the average person you are trying to connect with on social media. Everything you promote should aim to address this persona.
4) Meet Your Customers on Their Preferred Platforms
Some businesses would do well focusing on a few select social media platforms based on their key demographic. The same is true if you own roofing businesses. Let us give you an example. 60% of the users on TikTok are between the ages of 16 and 24, while only 26% are between 25 and 44.
Now ask yourself this question: how many 16-24 year-olds do you know to be homeowners? If it’s possible, it would be ideal to have a social media presence on all platforms. As a roofing contractor with limited time and resources, however, you may want to focus on the more popular platforms with your key demographic.
The platforms roofers will want to focus on are Instagram, Twitter, and Facebook. Twitter is very popular among people between the age of 18 and 34, and the average age of Facebook users is 40. Instagram is also owned by Facebook and reaches homeowners consistently. These three platforms hit the sweet spot in terms of the key demographic age group for roofers.
5) Maintain Brand Consistency
If your roofing business is already up and running, you probably already have your company logo and slogan. It’s essential to use the same logo and slogan across all your social media platform. Why? Because brand consistency is crucial for brand recognition and even revenue. Solid brand consistency can increase revenue by up to 33%.
Brand consistency doesn’t stop at logo and slogan, though. Social media will offer you something you may not have had before: an opportunity to communicate with an audience. You will have to establish a tone in your roofing social media campaign – and stick to it! Do you want to educate your audience? Then, adopt a formal style with your posts and content.
Do you want to increase brand awareness? Then maybe a more conversational tone would be better. Whatever technique you choose, be sure to stick to it. Make it consistent with your brand so that people can recognize it just by reading a few words. Here are some more tips for maintaining brand consistency on social media:
Use your company logo as your avatar
Make sure NAP (Name, Address, and Phone Number) are listed the same on all your social media outlets
Use your slogan wherever is appropriate
6) Strike an Informational / Promotional Balance
While it’s tempting to look at your social media marketing campaign as a means to sell your services, you need to remember that even though many people make purchases through social media, it is still used mainly for entertainment and information gathering.
People aren’t looking to be sold when logging onto their Facebook or Twitter accounts. Your content has to strike a good balance between fun/engaging/informative and promotional. Think of it like this: 80% of your posts/content should engage your audience, and only 20% should be geared towards selling to them.
7) Creating Social Media Friendly Content
Now comes the tricky part. What kind of things should you be posting in your roofing social media marketing campaign? Here are some ideas to jump-start your imagination:
How To’s: Show your followers how to test a roof leak or identify a roofing material. You don’t have to choose a technically advanced topic. Maybe just a how-to on cleaning gutters.
Before and After’s: Instagram stories are hugely popular and are the perfect platform for before and after pictures of your roofing projects.
Get Opinions: People love when their opinion is valued. Ask your followers what they think of a recent job you completed or what style of roof they like most.
Tell a Story: Do you or one of your team members have a remarkable, funny, harrowing, inspirational, or otherwise interesting story to tell? Use your social media outlets to share them.
Reply: Simplest and perhaps most important of all; reply to your social media messages and comments.
Bonus Social Media Tip for Roofing Contractors
Last but not least: when in doubt, call a professional out. Perhaps the best thing you can do to ensure a fruitful roofing social media campaign is to work with the professionals here at Roofing Webmasters. Our in-house application, DataPins, changes social media, reputation management, and SEO, as we know it. As software infiltrates the digital marketing space, more and more processes become automated, suitable for roofing companies. Of course, not all software can replace human behavior, but it’s essential to set expectations with your digital marketing company.
Suppose you are getting a healthy amount of roofing reviewsevery month; congratulations. You have overcome a hurdle that many small businesses struggle to get over. However, getting a reliable amount of reviews for your roofing company isn’t enough.
The next step is to respond to those reviews. Not only do people like when a company responds to their reviews; they expect it too. So the bottom line is that it’s imperative to respond to the reviews your roofing company gets – whether they be good or bad.
It’s more important to respond to the negative ones. But how do you begin to respond to an angry customer who blasts your service and gives you a 1-star rating? It’s a tricky turf to traverse, so in the following guide, we will be explaining the correct way to respond to negative roofing reviews.
1) Respond to Reviews Quickly
How long should you wait to respond to a negative review? The answer: you shouldn’t! It is recommended that you respond to a negative review as soon as you possibly can. A swift response to a negative roofing review will show the customer that you value their time and are concerned about the service they received.
Set up email alerts for all the review platforms (and it should be on as many as possible) so they send notifications as soon as a new review is posted. If your company gets a high volume of reviews every week, you may want to assign the task of checking for and responding to reviews to a specific staff member or divvying them up by Google reviews, Facebook reviews, etc.
2) Thank Customers for Their Business
No matter what the nature of the complaint, the opening of your reply to all negative roofing reviews should include the same thing: an expression of gratitude. Remember that this person took time out of their schedule to write a review of your business – even if it was a bad one.
Starting your replies with something like, “Thank you very much for patronizing our business and taking the time to leave a review…” An initial showing of gratitude can help to soothe the inflamed perception that the reviewer may have of your company. Thank them for hiring your roofing company in the first place and taking the time to leave a review.
3) Acknowledge The Customer’s Problem
Customers who are unsatisfied with your business want to know that their complaints have been heard. That’s why you can’t use a template for negative review responses. Instead, you have to acknowledge the specific issue they had in your reply. As the owner, you need to take responsibility for whatever the customer perceives as the problem.
Acknowledge the specific issue by thanking them for bringing it to your attention. Remember, the customer is always right – even when they’re wrong.
4) Apologize For Inconviennce
After thanking the reviewer and acknowledging their complaint, apologize to them for their experience. For whatever reason, they weren’t satisfied with your service. No matter what the issue is or who’s at fault, be mindful that their experience with your company wasn’t to their liking.
A brief and straightforward apology, citing the specific issue or incident, can diffuse the situation and even spur the customer to amend their review.
5) Offer an Explanation or Solution
Sometimes a customer may be accurate in their negative assessment of your company – as far as they know. They might not have the whole story, though. For example, maybe one or more of your critical staff members called in sick on the same day. Perhaps a supplier was late in delivering materials. Unfortunately, customers aren’t always privy to this information and may sound off without knowing the whole story.
When it’s necessary, explain the circumstances that led to their unpleasant experience with your company. Also, explain (briefly) that such a situation is not typical. You don’t want to sound like you are making excuses, but at the same time, you want to assure other customers that the negative reviewer’s experience isn’t the norm.
6) Invite The Customer to Talk Privately
If possible, move the conversation offline in your reply. At the end of your response, tell the reviewer that you would be happy to discuss the matter further over the phone or in person. Privatizing the conversation will limit harmful exposure online and give you a chance to win the customer back. In addition, you may find a solution that leads to them updating their review and speaking on your attentive response. As long as you view each negative review as an opportunity, you can mitigate harm and boost your reputation.
Prepare for Reputation Management
The fact is that negative reviews will happen. No one bats .1000. The important thing is to be prepared when negative reviews do come in. We can help you handle negative reviews with our professional reputation management services. Using our reputation management tool, BrandREVU, you can get more reviews and effectively manage existing ones with the help of Roofing Webmasters.
Branding for roofers is the promotion of a roofing company or product through marketing, advertising, and comprehensive design.
How Brands Influence Roofing Company Success
There are a lot of things that go into building a successful roofing company. First and foremost, you have to offer exemplary roofing services. Most roofers will stop there, and in a perfect world, that’s all it would take.
We don’t live in a perfect world, though, and you can’t coast on the merits of your craftsmanship alone. You may not realize it, but branding for roofers is just as important as national corporations. Think about it: your local market is a microcosm of the national market.
Just because you only service a few small towns in your area doesn’t mean that the local citizenry shouldn’t be able to recognize your brand immediately. Building a solid brand identity isn’t easy, though. It takes a lot of critical thought and effort.
In the following post, we will explain why branding for roofers – an often overlooked marketing aspect in this trade – is so important. We will also provide a guide on how to start building a solid brand identity.
Why is Roofing Company Branding Important?
When people are looking for home service companies, it helps to get a sense of what that company is all about. Your brand is your opportunity to communicate to the public. It can let the consumer know what your company stands for. Your brand is ultimately the way the public will perceive your company.
How do you think your company is being perceived now? A brand is very often the difference between earning new customers and losing them to the competition. Apart from company character and perception, your brand should help you stand out from your competitors. It should allure new and existing customers.
These concepts are somewhat abstract, so how about we get into the figures. According to multiple surveys, consistent branding across various platforms results in a 23% increase in revenue. So from this statistic, we see that branding for roofers is vital for monetary reasons. What about sustained growth, though?
Try this stat on for size: 89% of consumers report that they stay loyal to a brand if they feel the company shares their values. Such a high percentage points to the importance of effective branding to maintain a solid customer base. Need we go on?
Probably not. By now, you probably have a good understanding of why branding for roofers is so essential and how it can benefit your business. Now let’s take a look at how to build a strong roofing brand.
Building a Brand Identity
Right off the bat, you should know that building a solid brand for your roofing company will not happen overnight. It takes time and persistence. Take a look at some of the initial steps you must take:
Develop your Message
To build a strong brand, you have to have a definitive message that defines the spirit of your company. What do you want your brand to say to the world about your company and services? Do you want the world to know that you will work hard on any project? Or maybe you want people to see that you offer premium craftsmanship? How about excellent customer service? Brainstorms some ideas, talk with your staff, and get to the core of what makes your company unique.
Know your Audience
To build a successful brand, you have to know how to engage with the people who will use your services. Your brand should communicate directly and effectively to your target demographic. So it’s imperative to know your target demographic—creating a list of current customers, including their age, gender, and occupation, is a great idea. The list will give you an idea of who will most likely need your services as a roofer.
Create Visual Representations
Now that you have your mission statement and an idea of who your audience is, it’s time to start creating visual representations of these concepts. For instance, if you find that people often use your company for emergency roofing, focus your ideas on visuals that convey quick help in times of need. Try to think of simple images that correspond with both your message and the needs of your customers.
Design a Logo
Whether you handle the design yourself or hire a designer, make sure that your rough logo draft is simple and without color. The logo should be attention-grabbing and evocative of your company message on its own without text or color. Color is essential later on, though. Using unique colors can increase brand recognition by 80%. So be sure to choose a unique primary color and accent colors. Text font can be tricky. It should flow with the natural shape of your logo and be evocative of the spirit of your company. In general, though, you should stick to 2-3 fonts different fonts for your logo.
Once you have your logo, it’s essential to make it consistent across all platforms. Having the same logo on your service vehicles, website, social media pages, business cards, and anywhere else it may appear is vital for brand consistency. In addition, consistent branding will help increase recognition and help people remember your company when it comes time to make a purchasing decision.
Roofing contractor websites are critical to a solid marketing campaign.
So why are most roofing websites pure trash?
The site provides zero social proof and validation of the company.
The site lacks visually engaging content that inspires action.
The content appears to be written by people with no expertise.
Roofing web design is more than a simple promotional tool; it is the most critical representation of your company. The best roofing websites share common traits that encourage visitors to complete a call-to-action (CTA).
The best-performing websites use Roofing SEO to attract organic traffic through Google. Check out some of the most common traits below:
What Makes a Great Roofing Website?
You’ll find that the best sites offer excellent on-page content, social proof, and appealing website designs. Copying a competitor’s website is a non-starter for legal and marketing reasons. However, you can learn from elements of the top-performing roofing company websites across the internet.
Roofing Website Design
When most people think about websites, they think about website design. And make no mistake, roofing website design significantly impacts online performance. The top-performing websites have excellent designs that facilitate a positive user experience while also meeting SEO standards.
Over 40% of users exit sites with inferior functionality, while almost 60% strongly prefer visually appealing designs. Of course, aesthetics is a big part of appeal, but on-site performance also impacts how users behave online. For example, a slow-loading site with bulky images loads slowly.
Aside from aesthetics and UX, the site’s navigation should encourage seamless movement throughout the site’s entire hierarchy. A user interested in roof repair should be able to quickly navigate to the contact us page or a blog post about why roof repair saves them money.
Roofing Website Content
Website content for roofers is vital to a site’s performance. Unfortunately, Google won’t rank pages with thin or low-quality content. Instead, when evaluating the best sites, you can see high-quality content that targets specific keywords while maintaining readability.
Service pages should target specific keywords like roof repair, roof replacement, and roof installation. Meanwhile, blog posts should target informational keywords like signs of roof damage, or what size hail will damage a roof, etc. Unfortunately, most companies use a blog for thin promotional posts.
The best websites also showcase a well-written about us page that incorporates social proof and branding. An about us page should outline the company’s owner, staff members and how they can help consumers. The top about us pages refrains from boasting about their services, too.
Roofing Social Proof
Credibility is earned through genuine proof of performance. Therefore, your website should showcase awards, badges, and, most importantly, testimonials. Unfortunately, however, many roofers get this part wrong by copying and pasting testimonials onto their homepage.
The reviews must come from a credible 3rd party like Google or Facebook via plugin widgets like DataPins. As online users grow savvier in their evaluations, they can sniff out a hack in a matter of seconds. Some companies may not be real hacks but appear as such via web design.
Reviews are great for establishing social proof, but they aren’t enough alone. Companies must add actual evidence of their specific jobs through schema pins. DataPins allows contractors to add tags displaying their specific services, which then get published to the appropriate web page.
Best Roofing Website Examples
Below, The Webmasters outlines 16 examples of the best roofing websites in 2022. As a web design agency, we design WordPress websites from scratch. Other marketing firms use templates that lack custom coding, limiting the site’s search optimization potential and conversion rate.
A photo with former President George W. Bush is a great way to build credibility quickly. The Accent Roofing website highlights its best image while effortlessly integrating it into a holistic web design. An intuitive contact form encourages users to take action while clearly defined services outline consumers’ options when dealing with the roofing company. The increased time on the site can also improve SEO for Accent Roofing’s website.
Beyond Roofing’s website immediately establishes a sense of calm and community. The Colorado-based company impresses visitors with clean design elements and simple navigation. Unique photos of jobs and equipment foster a sense of personalization for potential consumers. The site’s header features a statement of credibility by highlighting their 28 years in business, which becomes effective because of its font, stylization, and placement.
Roofing companies with multiple locations require special website consideration, and Crosby Roofing achieves just that. The roofers showcase their four areas and phone numbers for each so that customers can quickly contact their nearest provider. Crosby Roofing’s website goes on to personalize their business with pictures of their owner and staff. Visitors grow increasingly comfortably as they browse through the neatly categorized roofing services and accompanying images.
Some company names are easier to brand than others, and that expands website design possibilities. Dr. Roof features a mascot in their site’s header, which immediately appeals to the visitor. Of course, holding users’ attention is even more challenging for websites in 2022. Dr. Roof achieves it with multiple Calls to Action (CTAs) along with a branded slogan and list of roofing services.
Force Field Roofing
Force Field Roofing shows users an innovative website that balances innovation with clarity. Some web designers fall into the trap of overcomplicating a website. In the roofing industry specifically, clarity and conciseness hold great value. Force Field Roofing wows users visually while simplifying navigation and making services accessible. The geometry of their service buttons is equally as impressive and encourages users to browse the website more extensively.
Some websites, like Geisler Roofing, separate themselves immediately from competitors. The black and white photos blend seamlessly with the site’s clean overall design. The backdrop photo, featuring the company’s signage, builds credibility without overexerting its prominence. The review widget within the site’s footer area showcases social proof for potential customers, inspiring them to take action in the adjacent contact form.
Infinity Solutions Ohio
Sometimes less is more, as is the case with Infinity Solutions Ohio’s website. The site features a unique photo in its most prominent position, quickly building credibility and authority. The clear and straightforward menu outlines the company’s services, easily accessible to anyone navigating the site. A non-intrusive overlay near the footer’s left-most side allows users to schedule a consultation at their convenience without being distracted from the site’s primary content. Our in-house roofing website builder added social proof and schema pins to this excellent presentation.
J Riley Roofing
As video moves into the forefront of content marketing, websites with video headers appeal to viewers how other websites cannot compete. J Riley Roofing features a short and continuous video loop that allows users to note the company’s professionalism and credibility quickly. Of course, visuals without text or navigation serve no purpose, but J Riely Roofing combines all of them for an amazing-looking website.
A skilled designer can reflect a company’s value system within its website. Kilker Roofing’s website shows how tactfully the designer highlights family values. The badges from noteworthy institutions certainly drive home the point, as do strategically placed slogans and logos near the site’s header. A subtle but simple contact form blends in with the site’s clean navigation and inspires users to take action without feeling pressured.
Mast Roofing and Construction
Mast Roofing and Construction’s website blends simplicity with credibility. The site’s design features several badges and awards to create social proof for visitors. The site also displays transparent contact forms and CTAs so that potential customers can take swift and decisive action. The website does a great job of fostering comfort and then converting it into action.
Neblett Construction’s website showcases one of the more impressive and intuitive contact forms we’ve seen from a roofing website. Additionally, it creates urgency directly above the form by offering 15% off products and installation along with zero interest for 12 months. The site does a great job of inspiring the user to take action and then making it convenient for them to submit contact information.
The website design for ProCraft Exteriors rivals other sites with video-based headers from this list and takes it a step further with three, easily-accessible locations. The design does a great job of directing visitors towards the appropriate contact information and fosters credibility with a BBB badge embedded directly into the header. Also, a prominent custom button leads Flordia residents impacted by the hurricane to a good landing page.
The Quantum Roofing website features a unique header area that showcases its HAAG certification, among other achievements. A tactfully placed visual of their truck wrap sits atop the prominent CTA. Custom and unique photos keep visitors engaged and generate a sense of familiarity and personalization. An in-depth list of services provides pertinent information to meet any customer’s needs.
Recovery Home Improvement
Most of the time, simplicity wins out for contractor websites. Recovery Home Improvement’s site demonstrates the power of simplicity combined with gracefully embedded photos and service menus. Remember, a website appeals to its customer base. In this company’s case, they aren’t trying to sell specific products but are instead trying to sell services that require trust and credibility. Their design strikes the perfect balance for lead generation.
TBar Roofing made sure to display a free estimate form so that visitors can take action quickly. The design subtly presents two relevant awards for the roofing company to the contact form’s left-hand side. Working on consumer psychology (who processes information from left to right), the site tactfully achieves its desired response. In addition to unique photos and prominent CTAs, TBar roofing’s site also features a header button to check out their company reviews so that potential customers can verify their reputation.
5 Star Christian Roofing and Remodeling
A professional design makes a great first impression on your customers, and 5 Star Christian Roofing achieves the desired result. With a dynamic ariel view of one of their top roofing jobs, the website immediately appeals to the viewer. Soon the reader learns more about the company founder by scrolling down to the featured biography. A consistent color scheme exudes competence and works on the visitor’s psyche to build justifiable trust and comfort.
Roofing Website Ideas for 2022
When it comes to publishing roof websites, ideas can be hard to come by. Unfortunately, there’s some misinformation online about the best ways to go about designing your site. These companies have a goal to lock you into a long-term agreement without providing monthly outs.
Below, The Webmasters outline 13 Roofing Website Ideas for 2022:
Make a Great First Impression
Your homepage photo should feature the company owner along with a roofing project. For example, take our client, who showcases a picture of himself with President Bush. The image establishes immediate credibility and encourages users to take action throughout the rest of the website.
The best roofing websites have DataPins, a tool, and app that allows contractors to publish pins each time they complete a roofing job. The context of the job, like its location, service type, and equipment, all translate via pin onto your corresponding web pages. As a result, DataPins websites increase impressions 25x compared to an average site.
Lazy Load Images
Speeding up your website can take a series of tweaks, but lazy image loading is one of the most effective. You can use a plugin like WPRocket to automate lazy loading photos that hold the entire image load until users consume it. As a result, users will notice faster loading times and a better experience.
Focus on Mobile Presentation
Most modern websites present well enough on mobile devices, but how many are specifically designed for mobile? Responsive web design ensures compatibility across devices, but it doesn’t necessarily focus on the mobile experience. So make sure you create your site with mobile primarily in mind.
Publish Social Proof Everywhere
A homepage isn’t the only place to showcase social proof. Each of your pages should validate your services and service areas. An SEO tool like DataPins makes sure you have mini-maps and images of each roofing job along with corresponding reviews from platforms like Google and Yelp.
Disperse Calls-to-Action (CTAs)
The user should have the ability to take action on every website page. With organic SEO, your user will enter the site through various pages and posts. You must help lead them through your sales funnel regardless of where they enter. Place tactful CTAs in your header and within the content.
Showcase Badges and Awards
List your awards, badges, and certifications on the homepage as they help establish credibility and increase conversion rates. Be sure to properly implement these graphics, as misuses can result in poor website design. Understanding proper spacing can help place them ideally.
Address Consumers Instead of Boasting
Think about your target customer’s pain points and implement those into your H2s and H3s, along with the proper keywords based on research. Avoid boasting about your company’s success or acumen with headers like Why We Are The Best Roofing Company.
Display Your Phone Number At All Times
Embed a clickable phone number into your header and footer so that users can call at any time. Mobile users should have the ability to call by clicking on the phone number. By embedding numbers into your header, you guarantee their appearance on every website page and post.
Publish Well-Rounded Content Pages
The worst websites have several thin content pages that feature 300 or fewer words and fail to target keywords. These aimless pages sink a website’s user experience, SEO, and general impact online. Conversely, the best websites have at least 550 words on service pages and 800+ words on blog posts.
Shorten Form Fields
Roofing consumers don’t want their website experience to feel like a trip to the doctor’s office. As a result, limit the number of fields in your contact forms. For example, you may need about five fields total for estimate forms, but you’ll only need three for simple contact forms.
Break up Text Blocks
The last thing website visitors want is large blocks of text. Many visitors don’t even want to read your content but scan it for key points. So make sure you break up your text with bullet points, images, graphics, and contact forms. Keep enough space between words to boost readability.
Insert Schema FAQs on Service Pages
If adequately implemented, schema FAQs add a SERP enhancement to your interior web pages. Make sure your FAQs are expandable so that readers can click on the question if necessary while not having to see the answer take up a bunch of space automatically.
FAQs for Roofer Websites
Where Can I Find a Web Design Agency for Roofing Companies?
You can find one at roofingwebmasters.com, which is where you are now. Our agency offers website design services for roofing companies throughout the United States of America. We work with hundreds of roofers to build high-performance websites that rank and convert.
Where Can I Find Roofing Websites for Sale?
You can find roofing websites for sale at GoDaddy Auctions. When a domain name expires, a roofer’s website goes into an auction where web admins can bid on the domain name. Keep in mind you won’t get all the content from the site but will only get the company’s domain name.
Should Contractors Use Roofing Website Templates?
Website templates are mainly irrelevant to whether or not your site ranks online. However, they may impact conversions depending on which template you choose. Some templates come with faux content that will discourage conversions and make your company look unprofessional.
Should Companies Use Roofing Website Builders?
Roof businesses can use a website builder called DataPins to make sure they present a credible website with social proof and industry validation. Other website builders typically limit the scope of a roofing contractor’s reach. DataPins is a notable exception and changes the industry at large.
#1 Factor for Roof Construction Websites
Credibility is the #1 determining factor for roofing company websites. The best way to build trust is through DataPins, only available through The Webmasters. Check out some of the ways that DataPins increases a roofer’s credibility online:
Schema Pins Published to Pages by Service and Service Area
Automated On-Site Social Proof via Google and Facebook
Mini-Maps From Job Locations With Real Service Images
Google Ads, formerly known as Google Adwords, refers primarily to Google’s online advertising platform but may also denote a specific advertisement appearing on Google search results or elsewhere on their display network. For roofing companies, in particular, a Google advertisement promotes roofing services within a defined service area.
PPC Advertising With Google Ads
Google Adwords is a form of PPC (Pay Per Click) advertising. It’s Google’s brand of PPC that allows your ad to show up on relevant SERPs. Let’s say, for example, that you operate a roofing company in Muncie, Indiana. Now someone in the Muncie area hops on their computer and does a Google search for “roofers in Muncie” or “roof repair near me” or something to that effect.
With Google Adwords, an advertisement for your company could come up at the top of the results list, which would garner you a ton of clicks. So instead of spending months trying to claw your way to the top of the search rankings, you can pay for an ad that will display near the top of the results page on relevant searches.
Why Roofers Purchase Google AdWords Clicks
Running a successful roofing business is all about being seen. Making people aware of your company and your services is crucial. And in the digital age, being seen usually means showing up on SERPs (Search Engine Results Pages).
And for a new roofing company, showing up on the first page and near the top of SERPs is very difficult. Difficult but not impossible. Many savvy business owners turn to Google Ads (sometimes referred to as Google Adwords or simply Adwords) to help them get noticed by the potential customer when they are first starting.
Google Ads for roofers is a smart choice that has important benefits, which we will get into a bit later. So if you are interested in Adwords to promote your business, you should definitely read on as we explain how Adwords works and how you can leverage them to gain more customers for your roofing business in today’s guide.
Why are Google Ads Important?
As we alluded to just now, most people have to scratch and claw to get to the coveted top spot (or near it) on SERPs. The top search results get almost all the clicks and, therefore, the highest chance to convert customers. So this presents a lot of important advantages to small businesses, including:
When you’re first starting, you will need all the exposure you can get. Organic SEO could take months, but with Google Adwords, you can immediately reach the top of the search rankings and get noticed by your local market.
With Google Adwords, you can make sure that the ads you pay for reach people who are most likely to need/want your services as a roofer. You can target audiences by geographic location, age, specific keywords and even make sure that your ad shows up at a certain time of day.
Pay Per Click
Google Adwords runs off the pay-per-click model. This means that you will only have to pay Google when someone actually clicks on the ad – not every time your ad is displayed.
When you use Adwords, you can see statistics of how your ads are doing. This can provide you with invaluable market insight like who is clicking on your ads and taking action.
Getting Started with Google Adwords
The setup process is fairly easy, and the prompts will guide you through the entire thing. All you have to do issign up here to get your first campaign started. We won’t bore you with the sign-up details that are self-explanatory. Instead, we will provide tips for some of the finer points of setting up your ad campaign.
We described earlier how Google Ads for roofers could be advantageous because they allow you to target your ads toward a specific location. And as a roofer, your business is very much a local one. So when you come to the “Location” option of the setup process, you can enter a specific city name so that your ad shows up only for people in that city. But if you click the “Advanced Search” option, you can better target your ads based on postal code or region. You can also select a radius in miles for how far you want your ad display from your actual location.
Search and Display Networks
You will also have the option to choose your ads to be shown on a Display Network or a Search Network. The Search Network is the favorable option for new roofing companies because it will ensure that your ad shows up on relevant searches on the actual Google page. Display Network ads show up outside of the actual Google search site on websites partnered with Google ads.
The next thing that most people have trouble with is selecting keywords. These are the search phrases that will trigger the display of your ads so you have to choose wisely. Think about your popular services and how people might search for them.
Choosing Target Keyword Terms
Google Ads gives you multiple keyword selection options such as broad match, broad match modifier, phrase match, and exact match.
Allows your ad to display on searches that are remotely related to your actual keyword. This allows you to reach more people, but the downside is that the ad might reach people who really aren’t interested in roofing services.
Broad Match Modifier
Works by placing a “+” before the keyword. If a search is conducted that contains the phrase after the plus sign, your ad will show up.
Your ad will show up only on searches that contain your phrase is the exact order in which you typed it. For instance, if one of your phrase match phrases is “shingle repair Des Moines” your ad will not show up for people who search “Des Moines shingle repair service.”
Your ad will only appear when someone does a search that contains your exact keywords as they are listed.
It is probably the best idea for local roofers to choose the broad match modifier for most keywords.
Landing Page Optimization for Google Ads
You also have to think about where the visitor lands once they click on your Google ad. This is what’s known as a landing page, and here are some essential tips for crafting an effective landing page:
Make it Relevant
As much as you can, make the landing page correspond with the ad. If your ad promotes your shingle replacement service, don’t make the landing page it leads to about new roof installation – make it about shingle replacement.
Make sure the content on your landing page is well written. About 350-400 words should do.
Calls to Action
Your landing page has to have an attention-grabbing heading and call to action. Most visitors will read yourcall to action if they read your heading, so make sure it inspires the visitor to make a move.
Local SEO for roofing companies is the process of optimizing a roofing website and Google Business Profile for one or more service locations. Typically, the practice focuses on Google Maps rankings via Google’s Local Map 3-Pack. However, Local SEO for roofers also encompasses on-site city pages (AKA local landing pages) and business citations on directories like Yelp, Angi, HomeAdvisor, and more.
The Local Map Pack is the premium Local SEO real estate for roofing contractors in 2022. Ranking within the 3-pack requires an optimized Google Business Profile along with a locally relevant website that showcases E-A-T and social proof within your target service areas.
Local SEO Benefits for Roofing Contractors
Like SEO for roofers, local SEO generally evolves with each algorithm update. Techniques that worked well in 2020 no longer apply in 2022. Roofers must adjust to the new criteria to maintain or acquire top local map rankings. If you ask yourself the right questions, we applaud you because you are obviously mindful that search engine algorithm changes are constant, and marketing trends are ever-shifting.
Consider yourself one step ahead of most business owners. Still, asking questions won’t be quite enough to keep you ahead of the pack. In this post, Roofing Webmasters presents you with the definitive guide to local SEO for roofers in 2022. We will analyze the latest search trends, ranking factor changes, and more to help you pivot your local SEO strategy and dominate the rankings.
Local SEO Ranking Factors for 2022
Certain ranking factors are used to tell Google and other search engines how high to rank your website on local searches. So, for example, let’s say someone searches “roofers near Baltimore.” If you are a roofer in the Baltimore area, your website might appear on that search.
But how high it appears (and if it even appears at all) will depend on certain criteria or “ranking factors.” And studies prove that you want to be ranked as high as you possibly can on search engine results pages because the top 3 search engine results garner 75% of all clicks.
If your website ranks outside the top three, you only have a 25% chance of getting a click. And this number gets exponentially lower as your rankings decrease. So here is what is affecting local SEO for roofers in 2022:
Google Business Profile
Google Business Profile signals are still some of the most important for local SEO. Ensuring that your business is listed on GBP with quality information and photos will help you break into the local 3-pack. And the local 3-pack appears as the top result in an astounding 93% of local searches.
You can optimize your Google Business Profile listing with unique photos, up-to-date information, and Google Posts. Make sure you insert your website URL within your profile listing, as it can influence the ranking of the listing on the local map pack.
NAP stands for name, address, and phone number. While the influence of NAP consistency is overblown, the presence of citations remains a vital part of local optimization. Google and other search engines can validate your business by scanning for citations.
The best roofing company citations come from niche directories or major platforms like Yelp, Facebook, and HomeAdvisor. Once again, ensure your website URL links to each listing as they build link equity for your website and help SEO.
Of course, reviews are still a factor in 2022. In fact, reviews make up 16% of all the ranking signals for local searches. It would help if you were prioritizing Google reviews in particular. And you can do that by getting your Google review link and sharing it with as many of your customers as you can.
But data also suggests that Google takes into account Yelp reviews as well. Many roofers struggle with acquiring consistent reviews, which is why investing in a software solution like DataPins can change the direction of your business and finances in 2022. You can check out our roofing reviews study to learn more.
Local Keyword Research for Roofing Contractors
Keywords with local intent are the ones most targeted in local SEO campaigns. For example, any query with the near me modifier qualifies as a local keyword. Similarly, any phrase with a city name or state abbreviation signals to search engines that the search is local.
While most keyword research tools fail to provide precise search volume for local keywords, you can use Google Search Console to monitor impressions. Remember that nearly half of all Google clicks come from “hidden terms,” which means that many of your local visitors search for terms that won’t register as a query within Google Search Console.
Now that we know a bit about what affects rankings for local SEO for roofers, it’s time to start optimizing. The first place you should be looking at is your keyword list. We don’t blame you if you haven’t looked at or updated your keyword list in a year. The fact is that the list doesn’t change much when it comes to niche keywords.
But they are still a very relevant ranking factor and one of the easiest things to optimize for. If you have not utilized longtail local keywords for your business, you may miss out big time. They’re like a shortcut for organic SEO.
What is a longtail local keyword, you ask? Here’s an example: shingle replacement in Kansas City, Missouri. There are three things to notice here.
The name of the service. In this case, it’s “shingle replacement.”
The name of a specific city and state. In this case, they are “Kansas City, Missouri.”
Using a local longtail keyword can help you narrow in on specific areas that you service and services you offer. These tend to be lower competition keywords, making them easier to rank. Make sure you are utilizing them in 2022.
Voice Search Keywords
Have you ever used your phone’s voice recognition function to perform an online search? If so, then you are part of the one-third of Americans who do so regularly. Recent data shows that a 3rd of Americans report using the voice search function at least once a month. And that number is set to hit 5 billion people worldwide this year.
The point is that voice searching is on the rise. So how is that relevant to local SEO for roofers? It is marking a change in keyword usage. Whereas traditional typed searches were terse and omitted certain articles and conjunctions (i.e., roof replacement Tampa instead of roof replacement in Tampa), voice searches are longer and more conversational.
You can leverage this growing trend in 2022. In addition to longtail local keywords, start targeting longer conversational key phrases. For example, a person conducting a voice search may say something like, “who is the most affordable roofer in my area.” This is fertile ground. You can start utilizing phrases that incorporate “most affordable roofer” and “affordable roofer in my area” just as a start.
Local Link Building for Roofers
For many contractors, link building for roofers is a mystery. But as a roofer operating locally, you have an advantage. That’s because you can reach out to people that you already know and work within your community for backlink opportunities.
Think about all the material suppliers, hardware stores, wholesalers, general contractors, and neighboring businesses you know. These are all potential partners for building links to your site. Here are some tips for building local backlinks:
Networking can earn your business natural links from nearby businesses. For example, realtors in your service area may need to recommend a roofing company on their website. There’s no reason why that company should not be yours, which can help you with local SEO and business referrals.
Before you start cold emailing and calling businesses in your area, take a look at their website. Determine which page a link to your website would make the most sense, and use that info in your proposal. Only build links that help website users. Unnatural links can get your website penalized.
Chambers of Commerce
This is an easy one. Your local chamber of commerce is clamoring to list your business if it isn’t already. Make sure you register with the chambers of commerce in all the areas you service and that they include a link to your site on theirs.
Sponsoring events like Little League games and charity events is a great way to get your name out there. It’s also a great way to build your backlink profile. Sponsor a local event and make sure to request a link on their website.
There are countless platforms that offer local link-building opportunities to roofers. For example, link to your website from a local business directory like Porch, which produces a nofollow link.
Organic SEO for Local Roofers
With all the new emphasis on certain SEO aspects, it can be easy to forget that organic SEO is still a huge ranking factor in 2022. While Google Maps rankings are certainly vital, you must still rank for local queries on traditional organic results. Sure, pay-per-click ads can help you, but Google prioritizes quality organic ranking signals more and more.
This means that you should double down on your content marketing efforts, like DataPins and video content creation. You should be providing your visitors with something of substance and value. You should ensure that all your content is well-written and readable by actual humans.
Your website should have an easily navigable architecture, and there should be no dead links on it or on the websites that link to your page.
Ebooks and white papers are still good commodities to drive traffic to your website and establish your company as an authority. Of course, ensuring you strike a good balance between stellar reviews and good reviews is still essential to local SEO for roofers.
Local SEO Services for Roofers
Roofing Webmasters provides local SEO services for roofers. Aside from successfully launching SEO campaigns for hundreds of roofers, we also provide the top local SEO software on the market. DataPins helps roofers perform jobsite check-ins which are then published to the corresponding web page.
As you validate services and service areas, you see ranking improvements on Google Maps and Google Search.
Final Thoughts on Local SEO Marketing
Roofing Webmasters has launched thousands of local roofing campaigns over the past ten years, and our data helps illustrate techniques and strategies that drive results for local roofing companies in 2022. Google is constantly changing its algorithm for both organic and map-pack results, and companies that lag behind will suffer the consequences of lower rankings and fewer leads.
However, roofing contractors that consistently invest in modern local SEO strategies will reap the rewards with increased visibility, higher click-through rates, and more customers. Our company devotes research, development, and testing to local SEO campaigns, as evidenced by our creation of the DataPins software. We look forward to continuing to help roofers maximize their local SEO in 2022.
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