Author Archives: Roofing SEO Webmasters

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Local SEO Updates For Roofers | Roofing SEO Podcast

This is the tale of how a fresh-faced contractor with a brand new website managed to dethrone an industry champion…in two months. Learn how changes in local SEO (and some fancy software) made it all possible. If you’ve struggled to get ahead in search this year, be sure to listen in!

Local SEO Tips for Roofers

  • Local SEO for roofers begins with claiming and verifying your Google My Business listing.
  • Reviews provide strong evidence of your company activity and dependability.
  • Local search results can change much faster than regular organic listings.

Bob: the Local SEO Superstar

“Bob” recently broke into the plumbing industry for a town of over a quarter million people. As you may know, our team at the Webmasters supports businesses from all kinds of industries (though we specialize in roofing, plumbing, and HVAC). Here was Bob with a brand new business, a freshly minted website, and what seemed like a long road towards success ahead of him.

In just two months, Bob earned the top spot in a local map pack for one of the most competitive keywords in the industry! 

As a matter of fact, Bob secured top listings for several critical phrases in his local search area. You can bet he’s enjoying an outpouring of business in both his hometown and nearby cities. Wondering how Bob pulled off such an amazing transformation as a brand new business?

Two factors made Bob’s outrageous success possible: the recent Local Search Update from Google, and geotagging. We have great news for you! Your roofing company can take advantage of these opportunities too.

Here’s how…

A Local Map Pack For a Common Roofing Term
What if You Could Secure Highly Competitive Keywords in Local Search?

The Shift in Local SEO

While organic rankings depend predominantly on your company website, local SEO focuses on your Google My Business (GMB) account. The search engine analyzes your listing to determine your industry, related services, contact information, and operational details (such as business hours). Afterward, it examines your company website to find supporting evidence.

In other words, you need both an optimized GMB and an optimized website to win in local SEO.

With the latest major update to Google’s search algorithm – release was surprisingly quiet, by the way – local mapping results have shifted yet again. We’ve seen local contracting champions with hundreds of reviews dethroned by underdogs with less than ten! Bob, our new plumbing contractor, dethroned an established business that had likely held that spot for years. Your roofing company can do the same!

The Big Difference

Once again, well-written and schema-coded content seems to be coming out on top with this Local Search Update. The map pack champions falling out of top local placements typically share one trait in common: they haven’t taken the time to optimize their websites. On the other hand, the businesses skyrocketing up in local search have carefully made keyword-rich service pages. All their pages are further enhanced with schema code.

If you’re a long-time brand in the roofing industry, this should scare you.

No more resting on being the oldest roofing company in town! Google continues to seek out the best user experience for consumers, and so should you. If your ranks are falling fast in local search, it’s time to reassess your website content and design.

Bob’s Secret Weapon

As we mentioned before, Bob’s success rested on two factors. We’ve covered how the Local Search Update paved the way for him to overthrow long-running industry champs in his community. Bob relied on another key tool for his wild success. His secret weapon: geotagging.

Geotagging is the process of adding GPS (or location) data to your digital assets. In Bob’s case, he used our Righteous Reviews software to geotag both his on-site check-ins and his client reviews. Most businesses can only claim they provide services in a particular area. In Bob’s case, Google started seeing little pins all across the community map in places Bob completed projects and homeowners had left glowing reviews. The search engine absolutely craves this data, because it provides concrete proof of a business’ service area!

All of Bob’s check-ins and geotagged reviews sync with the related service and city pages. This means the latest tag gets automatically uploaded to his pages, where Google notes the new activity and rewards the business with higher rankings. This is how a brand new business (with a two-month-old website) managed to take the top spot in local search for one of the most competitive keywords in his industry!

Posted: | Updated: Jun 10, 2022 | Categories: Podcast
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Roofing Reviews Survey (2020 Independent Marketing Study)

Reviews and Consumer Research

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

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

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

Our Study Goal: Determine the Impact of Reviews on the Shopping Process.

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

Key Findings From Our Online Consumer Study

Key Findings From Our Consumer Surveys on Reviews

Our Survey Process

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

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

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

Our Consumer Surveys

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

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

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

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

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

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

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

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

Important Lessons For Roofing Companies

Lesson #1: Gather Reviews From Multiple Sources.

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

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

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

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

Raw Counts of Survey Results Checking Multiple Review Sources

Consumers Checking Multiple Reviews Sources Won By a Slim Majority.

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

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

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

Number of Review Sources Checked by Age

Review Checking Habits Shift With Each Subsequent Generation.

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

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

Male and Female Review Checking Habits

Males Were a Little More Likely to Check BBB & Angie's List Than Their Female Counterparts

Primary Review Sources Split By Ages

Younger Generations Shift Away From BBB and Angie's List Towards Google Reviews.

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

Lesson #2: Less Than Perfect is Still Great.

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

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

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

Willingness to Try an Imperfectly Rated Roofing Contractor

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

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

Let’s see how age factors into our findings!

Willingness to Accept Imperfect Ratings Split by Age Bracket

Once Again, We See a Dramatic Shift Between Older and Younger Generations.

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

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

Most Comfortable Ratings Split By Gender

Males Seem Slightly More Comfortable With Imperfect Contractor Ratings Than Females.

Ratings Comfort Split Up By Age Brackets

Younger Age Brackets are More Comfortable Trying Contractors With Less Than 5 Stars!

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

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

A Review Placed in the Better Business Bureau

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

Taking Advantage of Online Reviews

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

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

Top Lessons on Client Online Reviews

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

SEO Lessons For Roofers

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

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

A Yelp Profile For a Roofer in Houston

This Client Has Done a Fantastic Job of Collecting Yelp Reviews!

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

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

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

Closing Thoughts

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

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9 Qualities of The Perfect Roofing Landing Page (2022 Update)

Creating the perfect roofing landing page requires experience, testing, and savviness developed over years of digital marketing campaigns. At Roofing Webmasters, we’ve crafted tens of thousands of landing pages for roofers over the past decade. Throughout our history, we’ve collected valuable data regarding landing page performance. The following post will outline the best qualities of a landing page.

So much of our time in digital marketing is spent trying to sway people in the direction we desire.

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Considering the inescapable volume of advertising and other marketing noise we hear daily, it’s no wonder that most of these calls to action fall on deaf (or overtaxed) ears. That’s why a well-crafted roofing landing page is so important for cutting through the noise and communicating with would-be clients.

Today, we’ll dig into constructing a winning landing page design (or reoptimizing an existing layout). 

Let’s dive in!

Elements of a Landing Page

Landing Pages are Designed to Target a Specific Audience Coming From Specific Channels.

What is a Roofing Landing Page?

Landing pages are specialized and (often) temporary pages designed for the consumer’s place in the sales funnel. With capable planning, they often enjoy higher conversion rates than traditional website copy. Of course, their lead-generating power makes them a heavily used tool for advertisers and digital marketing companies.

Best Roofing Landing Page Qualities in 2022

Sometimes, a business needs a consumer to see a specific message, service, or offer without the distraction of other website materials. Many companies achieve this by creating links, ads, and other hyperlinked objects that transport the potential customer to a simple page with a focused message. That page typically has a header, imagery (or video), short text, a compelling offer, and a call to action.

So what qualities make a perfect roofing landing page?

Quality #1: It Has a Clear Purpose

It’s easy to jump straight to goal-setting, click-thru rates, and higher subscription lists. Try to begin your roofing landing page with a one or two-sentence goal. Think about what you are trying to get out of this project. Don’t even worry about key performance indicators at the very beginning.

Here are some examples of a landing page vision (or mission):

  • “I want to earn more metal roofing sales.”
  • “I want to convince more people to come to our business for maintenance work.”
  • “I want to generate exposure for a new service I’m offering.”
  • “I want people to see our wide list of roofing material options.”
  • “I want potential customers to think about our brand more often.”

Decide what you want to get out of your landing page ahead of time. Obviously, it should coincide with your company’s long-term goals. It should also link naturally to whatever channel your potential clients are coming from, which leads to our next point.

Google Ads That Could Be Sources for a Roofing Landing Page

Google Ads are a Particularly Common Origin Point for Landing Page Traffic.

Quality #2: It Fits the Source & Audience

Where is your landing page traffic originating from?

This extends a little beyond the design of the actual roofing landing page, but consider where people are coming from when they land on this special page. Is your target audience scrolling through their Facebook or Instagram feed when they haphazardly click on an ad? Are they coming from a Google Ad after searching a related term?

As you design your landing page, consider its traffic source(s) and how rushed, interested, and/or familiar the associated audience is with your business.

You may need to shorten the content, include flashier imagery, and require less information for people coming from a more casual social media source. Then again, you might take a little more time to discuss an offer if you’re confident your audience is already interested.

Quality #3: It Uses a Compelling Header

What’s the first thing you notice when you enter a website? The logo might be, but the header likely caught your attention first. When it comes to landing pages, your header must instantly convey what the page is all about. The best headers focus on the potential client’s benefit, establishing their stake in the future offer.

A Potential Roofing Landing Page Template

Notice How This Template Immediately Draws the Eyes to the Header.

Image Source: Affapress

A compelling header not only communicates the main purpose of the page, it draws the eyes to the starting point of your offer. From there, your roofing landing page can begin conveying whatever offer and benefits you wish to present to the audience. Notice how naturally your eyes fall to the lorem ipsum text and the two calls to action.

However, a weak or overly-cheesy header can put a bad taste in their mouth, so don’t focus too hard on being clever. 

Quality #4: It Stays Focused in the Copy

Landing pages are meant to be short, concise, and to the point. Many businesses make the mistake of overly-selling their brand or their services. While you need to convey exactly what’s included in the offer, effective copy also continues the focus on user benefits. It also emphasizes the pain points of your target audience, your role in addressing them, and how they can respond.

Your copy is also the perfect place to connect with each reader personally. As Hubspot’s Christina Perricone puts it, “Compelling copy also speaks directly to the visitor by using ‘you’ and ‘your’ to make them feel engaged.” As you or your marketing team writes your roofing landing page, take a moment to empathize with the reader and acknowledge their feelings in the situation.

Finally, wrap all those pain points and desire for relief into a final solution statement that leads to your call to action. Speaking of calls to action…

Quality #5: Its CTA Offer Matches the Effort Required

Have you ever started to fill out a survey (for your local grocer, restaurant, etc.), then quit after realizing it would take 15 minutes? Carry that same mentality into your design process as you craft the perfect roofing landing page! Whether you decide to ask for a full email form or a simple call, make sure you have a tempting offer waiting on the other end. 

Remember this rule of thumb: if the reward is greater than or equal to the effort, then adoption rises.

This Roofing Landing Page Uses Two Calls to Action

The Free Estimate Offer on the Left Involves Very Little Participant Effort, Increasing Likelihood of Completion.

Notice in the above example how this free project estimate is available without even calling the contractor. An interested homeowner or business can ask for an estimate, and the roofer will get back to them. In return, the contractor receives both the potential client’s number and email.

That’s a win-win scenario for both parties involved!

Quality #6: It Uses an Authoritative Call to Action

You don’t see many landing pages taking a passive stance on your involvement. “Hey, if you feel like it, you can click this button and maybe call our team. You know, if you feel like it.” There’s a good reason for this:

People actually like being told what to do.

It’s true. While many people are naturally wired to resist authority, everyone desires a measure of direction. Online readers appreciate instructions just as we appreciate highway lane divisions and drive-thru arrows. Remember, many of the people on your roofing landing page want to be there! Simple directions help them find the relief they need.

Great Inspiration for Crafting Your Roofing Landing Page

What a Powerful CTA from Khan Academy! Address Pain Points, and Use a Commanding Voice.

In the example above, we see just how convincing a call to action can be when the pain points have been carefully touched on in the preceding copy. Khan Academy sure knows how to write a landing page! Use the same level of conviction as you link your copy and call to action together.

Your roofing services solve some of the most frustrating situations that homeowners will ever encounter, so don’t be afraid to take authority.

Quality #7: It Incorporates Vivid Images

What your roofing landing page readers feel is just as important as what they learn. While stirring copy certainly paves the way towards your reading clicking through, you’d be amazed at how much faster images are at communicating the subject! Since your landing page readers don’t have time to read 1000 words (as the adage goes), an image is worth even more. 

Shingle Installation Image for a Roofing Landing Page

Find Applicable, Stimulating Images That Either Touch on Pain Points or the Solution!

Images provide useful tools for creating space around your text blocks, then focusing attention on the call to action. If you’re torn between two or more high-quality photos, feel free to test them all out and see what works best. The great thing about landing pages is that you can always update and reuse them for future projects!

Quality #8: It Eliminates Distractions

We’ve touched on this a couple of times already, but it’s a point worth dialing down on. Distraction is the enemy of conversion! If your readers are too busy trying to read through a list of links instead of reading through your offer, the entire purpose of your roofing landing page has been defeated.

Homepages rarely make for fitting landing pages!

A Homepage That Shouldn't Be a Roofing Landing Page

This Great Homepage Might Be Too Distracting to Be a Roofing Landing Page.

In the above example, we see many different elements vying for attention. While this is certainly a well-designed homepage, it might be too distracting to function as a high-conversion landing page. Ideally, there should only be one (or at max two) calls to action that is clearly indicated by the surrounding page elements. 

The picture below shows a wonderful (albeit minimalist) example of a great landing page.

Great Inspiration for a Roofing Landing Page

Notice How the Faded Image Supports But Doesn’t Distract From the Call to Action Button.

Image Source: Moz

Quality #9: It Changes as Needed

It’s relatively simple to design the perfect roofing landing page. But goals, audiences, and markets change over time. What works (or doesn’t work) one day can change month to month! The ideal landing page can be easily adapted to target new audiences and support new marketing channels. So don’t feel overly committed to one particular call to action or image.

Roofing Landing Page Design Services

According to reports, Google Ads alone earned over 116 billion dollars in revenue. Clearly, businesses have faith in the power of advertising. However, only 22 percent of US consumers believe brands can provide the exceptional customer experience they crave (eMarketer).

If your company can learn better to serve potential clients with tailored ads and simplified shopping, you’ll be one step closer to creating that exceptional experience consumers admire so much! Our team at Roofing Webmasters would love to help you develop deeper client relationships and earn sustained growth for your company.

Posted: | Updated: Sep 6, 2022 | Categories: PPC
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Roofing Company Business Cards: 6 Reasons to Print Them

Roofing Company Business Cards Blog Banner

Roofing company business cards are a fundamental but sometimes overlooked component of your marketing strategy in 2022. Most companies delve into SEO, email marketing, and traditional advertising but sometimes forget about one of their company’s main promotional pillars.

Notecards, Pencil & Calculator Ready For Roofing Company Brand Development

What Roofers Need to Know:

  • Business Cards Remain Valuable in 2022
  • All Employees Should Carry Business Cards on Their Person
  • Invest in High-Quality Business Cards to Convert More Leads

For those out there who have or are starting your own roofing company, you know how crowded the industry is and how difficult it can be to get the attention of prospective customers. After all, so many different roofing companies are all vying for a limited number of customers.

It is imperative to cover all bases and get in front of consumers. Every way matters, and every set of eyes that sees your product, may turn into sales that will affect your bottom line.

You might not have realized that one tactic has been considered outdated, but that definitely can impact your business: printing roofing business cards. It is somewhat of a misconception that the business card is dead, but it is not.

Believe it or not, business cards remain valuable for connecting personally with customers, clients, and prospects. The fact of the matter is that there is no substitute for face-to-face interaction, and that is what using a business card represents: a face-to-face interaction for your company.

There are several reasons that you, as a roofing company, still need to implement business cards in your attempt to connect with customers. In this post, Roofing Webmasters presents some different reasons you need to add business cards to your repertoire.

1) Cover the Margins

While a whopping 77% of Americans now own a smartphone, some (particularly the older generations) do not own a smartphone. Instead, they prefer a more simplistic way to get information and communicate with others.

The other 23% of Americans represent the margins that your competitors may ignore and you can target. Having business cards available and in hand to hand out to those prospective customers will help to close that potential communication gap. In addition, it will put your business in the consciousness (and hand) of those prospective customers.

Even with smartphone users, having business cards for prospective customers is hugely beneficial. It gives those customers something to think about, and if they are interested in your business, they can implement your contact info into their phones for future reference.

2) Increase Legitimacy

Do you know what business cards can bring to your business? A sense of professionalism and legitimacy. One of the preeminent things about appealing to a customer is a sense of trust and professionalism. If you can achieve those two things, you have a leg up on the competition.

To verify the legitimacy of your business, prospective clients will be looking for a few different things:

  • Business description
  • Services offered
  • Business locations and service area
  • Contact information

Introducing your business to prospective customers through business cards can boost the legitimacy of your business immediately and let anyone who sees them know that you are ready for business and that you are serious about how your company presents. Not only that, it builds awareness for your brand and business as well.

3) Humanize Your Company

One of the downfalls of the digital age is that it can make most connections feel very impersonal and robotic. After all, there is a screen between you and the other person, making it as impersonal as it gets. Sure, you can exchange information and converse far faster and easier than ever, but there is no way to participate in a trust-building conversation with another person.

Digital communication lacks many essential elements of communication: interest, small talk, eye contact, authenticity, and the handshake element. Those things might seem small and unimportant, but they make a huge difference in a new interaction when added together.

When you hand out business cards, this is a great way to develop those human connections that can make a business relationship come together. It allows you to converse with potentially interested parties and let them see you instead of the brand you are developing.

So many companies have thrived thanks to those personal interactions, and they are certainly easier to create when you can flash a business card in front of those prospective customers.

Roofing Business Card

Roofing Business Card Back

4) Expand Your Network

As a business owner, you are probably already aware of how important it is to develop business relationships with professional contacts. Several avenues help achieve networking goals: face-to-face interactions and conversations, emails, phone calls, social media communities, and many other things.

What you might not know, however, is that 85% of respondents to a recent survey preferred face-to-face meetings, citing stronger and more meaningful relationships. When creating a high-quality professional network, those types of interactions can be hugely beneficial. Not only that, but they are also an ideal setting for conversations with like-minded professionals that share similar skill sets, interests, and goals.

If you attend one of these in-person business networking vents, you must have your business cards. They make it far easier for those interested in following up on one of the conversations you have, and their business cards will give you the information you need to follow up with them potentially.

5) Establish Your Brand

Your business cards are a visual representation of your business’s overall identity. And while that is great, it can still leave your business without a physical face representing it. So handing out business cards comes in handy by putting a physical face to your brand and business.

Handouts allow your contacts to face a business and feel a more personal connection to your business. When you design your business cards effectively, they can represent your brand’s personality, message, and overall values. Delivery can have a very positive influence on how recipients of your cards view your business.

These emotion-invoking elements of your business card can make your roofing brand recognizable. Additionally, appealing cards can turn those interested prospects into the paying customers your business needs to survive and thrive.

6) Showcase Your Creativity

Awareness is a significant factor when it comes to business growth. People who recognize your brand are more likely to pay for services or products. It is part of the essential trust factor between a potential customer and a business.

Getting your business’s attention can be a bit of a challenge. Still, creativity in marketing can help expose your brand to that targeted audience and market and make your brand more recognizable to potential customers.

Distributing a creative business card is a great way to capture prospective customers’ attention and potential business contacts. An innovative and exciting business card can impress people and increase their chances of sharing that business card with others.

Promoting sharable cards is suitable for two obvious reasons: it increases your brand’s awareness and the chance of the referrals your business needs to continue growing and thriving.

Final Thoughts on Roofing Business Cards

Roofing business cards might seem like an outdated form of marketing, but they still hold an important place in the business world for all of the reasons outlined above. Growing your brand and developing relationships, both in the business and personally, is a considerable challenge that requires attention to detail.

Business cards personalize your business and enhance your brand. In addition, cards establish credibility, personality, and viability that serve your company’s bottom line. Building inroads is vital and can mean the difference between a prospective customer and a lost contact.

Make sure that you take the time to create an informative, exciting business card that will grab the attention of anyone. You want people to remember your business, and having an attention-grabbing business card is the best way to achieve your goals.

While there are undoubtedly several roofing marketing ideas in 2022, business cards remain an integral part of a roofing marketing strategy. Use them to create and develop those in-person relationships with prospective customers and fellow business owners while growing your business. Take any avenue to make this happen, and prospective clients will notice your business like never before.

Posted: | Updated: Sep 6, 2022 | Categories: General
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Online Marketing For New Roofers (Podcast)

The best way to kick off your online marketing is with an open mind and zero assumptions. Marketing changes year after year, and the strategies that guided roofing professionals five years ago don’t always apply to today’s standards. Thankfully, your first steps toward building your brand and earning online leads are pretty simple.

Below, Nolen and Jason chat about claiming your domain name, setting up your Google My Business account, and earning reviews. Be sure to listen in if you’re operating on a tight marketing budget because most of these steps are either free or very low-cost. Let’s get started.

Helpful Tips for Roofing Online Marketing:

  • Local SEO begins with three key elements: your GMB listing, website, and reviews.
  • Cheap is better than nothing! Even a cheap website can start building equity for your brand.
  • Reviews heavily impact your results in local search, so keep asking for them!
  • Avoid complications later by getting your domain name registered under your business.

Just Starting Out

Even the idea of building your own roofing company is still fresh in your mind. You don’t have any website, specially wrapped trucks, or even a brand. But, you’re in the perfect place to craft a successful, optimized online marketing strategy! It all begins with three simple yet crucial steps.

How to Begin Your Online Marketing

  • Step #1: Pick and Claim Your Website Domain
  • Step #2: Claim Your Google My Business Listing
  • Step #3: Craft Your Starter Website

Depending on the competitive nature of your service area, you should be able to complete these steps for a few hundred bucks (maybe less). First, however, these are tasks you need to nail. So let’s take a little time to dig into each marketing task.

Choosing Your Domain Name

A considerable part of your online branding, the company domain name heavily impacts how easily people find your business. However, so many roofing businesses struggle with the selection process because they’re suffering from outdated strategies. For example, ten years ago, the most powerful domain name you could pick was (city name, plus “Roofer”).

Try employing that same domain strategy today, and you’ll almost certainly fall into the back pages of local search (where no one ever clicks). 

When a potential customer makes searches for “(city) roofer” now, they see results dominated by local guides, lead sellers, and listicle articles dedicated to the most experienced contractors in the area. Unfortunately, Google can’t distinguish these domain names from a general search, dramatically reducing the chances for a company with that name to succeed.

In short: don’t pick your city with a generic roofing term for your domain, or no one will ever find you.

Dallas Search Top Results

Nailing the Domain Name

Aim for uniqueness. If your domain stands out from the established roofers within 50 miles, that’s a serious win. There are a few tactics to distinguish your brand from other roofing companies:

  • Use a distinct personal name. Example: jimbobsroofing.com
  • Pick an uncommon symbol. Example: 7wiseroofingguys.com
  • Try a different domain extension. Example: htownroofing.co
  • Add your state abbreviation for better results. Example: roofingbrostx.com

Your domain name doesn’t have to be funny or clever to succeed. Just make sure that it’s clear enough for people to remember and Google to distinguish from general industry terms. Follow these guidelines, and you’ll have an excellent start for your online marketing!

Claim Your GMB Listing

If you want your roofing company to appear in Google Maps searches, you must claim and complete your Google My Business listing.

All you have to do is fill out all the necessary contact/location info, answer any industry-related questions, and go through Google’s verification process. Your GMB listing information should be the same details you use for all your other citation sources. When you claim a Yelp company profile (for instance), be sure that even your address abbreviations perfectly match those in your GMB account.

When your GMB listing finally activates – this usually takes a week or two – you’ll also gain access to a company Knowledge Graph when people search your business directly. From there, potential customers can access your reviews, website, company number, and much more! You can even create promotional posts in your GMB account specifically for the Knowledge Graph.

Google My Business Website

Build Your First Website

One of the great perks of starting an online website these days is that you have access to a host of great starter templates. While they don’t have the same schema coding or professional SEO of designer sites, you can always start with a free template to get the business going. In addition, a functional website contributes to your domain’s searchability as your business ages and earns new customers.

Start by choosing a color scheme and layout that’s appropriate for your community and client type. From there, most templates allow you to add pages for each of your roofing services. You’ll want to consolidate them under a handful of service categories (we generally recommend sticking with four or less) because this makes it easier for people to find their desired solutions. Next, make sure your pages are keyword-optimized, then craft a company blog post at least once a month.

Cheap Website Template

Looking for an SEO Expert?

Building a sustainable roofing business is a real challenge, especially in more competitive markets. Still, these beginning steps will take your business a long way towards creating a successful brand. As your company grows, you’ll be able to invest in more refined website design, PPC campaigns, and social media outlets.

When that day comes, our team at Roofing Webmasters would love to help take your brand to the next level! Our roofing clients regularly earn page one rankings for dozens of keywords, producing higher traffic and better quality leads. 

Posted: | Updated: Jun 21, 2022 | Categories: Podcast
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Commercial Roofing Leads: 17 Ways To Get Them

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

Commercial Roofing Leads (Blog Cover)

Idea #1: Competitive Analysis

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

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

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

A Company Looking for Commercial Roofing Leads

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

Idea #2: Study Top Local Opponents

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

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

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

Idea #3: See Other Industry Champions

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

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

Idea #4: Beat Your Competitors’ Baseline

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

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

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

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

Idea #5: Low-Cost Social

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

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

Facebook Page Set Up for Commercial Roofing Leads

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

Idea #6: Reassess Your Facebook Business Profile

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

Key Facets of an Optimized F.B. Business Profile

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

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

Idea #7: Retarget With Facebook Pixel

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

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

A Commercial Roofing Company Instagram Profile

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

Idea #8: Get Hyper-Visual With Instagram

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

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

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

An Active Roofing Company on Instagram

Idea #9: Expertise Branding

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

Turn your expertise into a branding tool for your business.

Idea #10: Advertise Your Employees

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

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

Idea #11: Turn Expertise Into Content

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

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

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

Idea #12: Promote Your Content

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

There are so many ways to advertise and promote your content

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

Idea #13: Hunt the No’s

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

Reasons Commercial Prospects Say “No”

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

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

Idea #14: Eliminate Fear of Uncertainty

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

What if you could eliminate most of that uncertainty?

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

Idea #15: Minimize Fear of Loss

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

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

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

Idea #16: Identify Losing Content

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

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

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

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

Idea #17: Experiment With CTAs

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

Calls to action rely on four key elements:

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

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

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

Find Your Commercial Roofing Leads

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

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How to Write Roofing Company (Marketing + Sales) Letters

Roofing Company Marketing Letters Banner

Whether you call it a roofing company marketing letter, a sales letter, or a roofer mailer, every roofing contractor should understand the concept of promoting your company to potential customers via print.

When you own your own company, getting the word out to local consumers is vital. After all, it doesn’t matter if you have the best service if no one knows about you. But, as simple as that sounds, it isn’t. There are so many different ways to attempt to reach your target audience and generate leads that will ultimately produce more revenue for your company.

One of the more underrated ways to do this is by using a marketing or sales letter for your roofing company. It might seem like an outdated method, but it serves several purposes. Best of all, it can be used across several different formats, making it an incredibly versatile form of reaching your target audience.

Types of Marketing Letters for Roofers

Email Campaigns

You can use sales or marketing letters in your email campaign. When you reach out to current customers and any leads you might have, use the marketing letter as an email blast. Communicate what your company has, what they offer, and why these folks should opt to invest in your business.

Direct Mail Campaigns

You can use roofing sales letters for standard through-the-mail campaigns as well. Send letters to prospective customers or any leads that you might have. Direct mail gets more responses than email marketing because that mail is in the hands of those prospective customers, and they see it; with email, they could potentially skip through and never see it.

How To Construct Your Marketing Letter

You should implement a few foundational things into your marketing letter. These are essentials, something you should never omit for any reason possible. Without them, you are defeating the purpose of having a marketing or sales letter, and you will not get the results you are after.

So, what should you have in your marketing letter to make it as successful as possible?

Make Contact Info Visible

You want to make this the easiest bit of information for the customer to see. Never, ever make the customer work to find a way to contact you. More often than not, if you make it a complex process, the customer will lose interest, and you will lose out on a prospective sale.

Start by putting it at the footer of your letter. Make it large enough to be immediately noticeable but not so large that it feels out of place. Put your phone number, address, any relevant emails, and your website for starters. Anything else you can fit without it seeming out of place is a bonus.

NAP Citation for Construction

You also want to sign off on your letter with this information as well. Again, give your leads as many opportunities to see how to contact you so they never feel like they have to work for it.

Add Pictures

The old saying is that a picture is worth a thousand words; get many thousands of words in with pictures. Ultimately, the way to show potential customers what your business can do is to show them photos of jobs you have completed.

The key here is to implement them to fit in with the rest of the letter. Perhaps create a space on the margins to implement these pictures so that your leads can see exactly what it is you have to offer. In addition, these pictures will give those leads an undisputed look at what your company can do for them.

Custom Design Element Examples

Whether it’s direct mail or email, users respond more favorably to sales letters containing unique and original images. Avoid using stock photos and instead focus on your staff and equipment.

Showcase Accolades or Awards

One of the quickest ways to get a lead to consider your business for their needs is to list the ways your company kicks butt. In addition, any certifications and awards that your company has received should go just above the information you have placed in the footer.

These awards don’t need to be dominant; they need to be there so that the customer notices them and notes how many different accolades and accreditations your company has. Endorsements from 3rd parties are essential not to toot your company’s horn but to build trust in the eyes of those potential customers.

Trust is one of the most significant factors for developing leads and turning those leads into sales. If you can build a level of trust with the customer, you have broken down one of the most significant barriers that companies face. These accolades will only strengthen that sense of confidence.

Badges on Roofing Homepage

Add a Personal Touch

The most delicate line to walk here is delivering a message to these leads. It can’t be too preachy, too much of a sales pitch, but it must be personal enough to feel like a family friend is speaking to them. If you can get the leads to trust you, you can secure their business better.

Perhaps make a note of instances where you did an excellent service to someone, gave them a discount, went above and beyond to deliver superb service, or something similar. You can showcase anything to where your company went above and beyond for them whenever it is needed.

When the customer feels like your company cares, that is another huge barrier that you have broken down. Companies across all industries struggle to find that level of trust in their customer base. Developing brand trust is one of the most significant aspects of owning a business; if you can achieve this, you have already won a massive battle in the marketing world.

Make the most of your marketing letter. Implement it across multiple platforms and ensure it concisely delivers your message. Then, when you create a marketing letter that delivers on all of these points, you will have a leg up on the competition.

Posted: | Updated: Sep 6, 2022 | Categories: Uncategorized
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How to Run a Facebook Ad for Storm Damage Roofing in 2022

How To Run a Facebook Ad for Storm Damage Roofing Banner

Hail storms, tornados, and other inclement weather conditions often present a host of new opportunities for local roofing companies. Many affected homeowners require roofing services, which substantially expands your number of potential clients. One way to maximize your roofing leads is to run storm damage roofing Facebook Ads. These advertisements can ensure your company garners new customers.

As unfortunate as it might be, the best time for roofing companies is in the wake of a storm. The key is to reach your audience when storms are on the horizon so that they know who to turn to if their home suffers damage. Properly capitalizing off of local storm damage can make your company’s year financially.

Remember that several companies in your area compete for the same business. Therefore, creating ways to stand out and ensuring your brand holds local authority is critical in 2022. The following post outlines how to run a Facebook Ad for storm damage roofing.

How to Run a Storm Damage Ad on Facebook

  • Enter Facebook Ads Manager
  • Select “Create” on the top left
  • Choose “Lead generation” as your objective
  • Name your campaign something like “Storm damage ad”
  • Choose your roofing company business page
  • View and accept terms and conditions
  • Set your target audience, budget, placements, and schedule
  • Choose between carousel, single image, video, and slideshow ad formats
  • Input text for headline, body, and CTA
  • Preview your ad
  • Select “Contact Form” and add a form title, intro, questions, and privacy policy
  • Select “Settings” and check “collect organic leads”
  • Select “Finish” on the top right
  • Review, publish, and confirm your ad
Facebook Ad Screen

Facebook Lead Ads are the best option for storm damage campaigns because they collect client information directly from their Facebook profiles.

Collecting Leads from Facebook Ads

After you’ve published your storm damage roofing ad on Facebook, it’s time to start collecting the information from your leads. You can achieve this through a manual download or by setting up an API or CRM integration. Depending on your CRM’s user interface, this process is relatively simple. You can manually download the leads as a CSV file if you don’t currently use a CRM for your roofing business.

Tips for Optimizing Your Storm Damage Facebook Ad

Offer Specials

People love to feel like they are saving money. However, in the event of a catastrophic happening like a storm, homeowners will feel like they have to spend a tremendous amount of money for the repairs (and they likely are).

If you can make them feel like they are saving a good deal of money by using your service, they likely will do so. Offer discounts that make those repairs more affordable than ever and make the owner feel like they are getting the best possible deal.

You can even take it one step further by naming a specific storm system. Specificity shows empathy with your customers who might be affected by the storm and lowers your prices accordingly.

Whatever the method, you can’t go wrong with making your audience feel like they are saving major bucks by using your service. Pricing is another excellent way to develop loyalty to your brand and get those all-important return customers that every business needs for growth.

Find what works for you, where you can offer those discounts, and where it will offer the least resistance to your bottom line. Where your customers benefit, so do you.

Highlight Storm Damage Experience

One of the most important aspects of recovering from storm damage is the time it takes for a roofer to get to the problem and resolve it. If you are a customer that has been affected by a storm, the last thing you want is to have a busted roof dominating your life for an extended period. For that reason, a company that can get to you in short order becomes all the more attractive.

You can do this as a business by incorporating past experience into your ad copy. For example, would you mind describing how your staff has a history of performing repairs and installations in short order and that they do the job correctly?

When this happens, customers who suffer damage feel a bit of peace of mind when considering hiring your company. In addition, new customers might be willing to take that chance based on your claims, especially if they need a repair to their roof.

Make it Personal

When reaching their audience and developing leads to grow their business and revenue, one of the most significant issues companies have is coming across with a personal touch. Personalization may not seem important initially, but consider this: people are far more likely to go with a business they feel cares about them.

A personal stake is challenging to convey, but it can be valuable if you manage to pull it off. Developing that personal touch with your potential customers is a way to get some brand loyalty development and the all-important trust factor. When customers trust your business, you have won the most crucial battle in generating leads, brand loyalty, and recognition.

The other thing to consider is this: be good people. When you make good decisions that aren’t selfish, customers notice. You can develop a reputation for being selfless and helping customers instead of taking advantage of them to get every buck that you can.

Acting respectfully is a great way to get customers to remember you, your services, and how you responded during their crises. In addition, their sentiments will translate into revenue down the line. Then, when they require your assistance again, they’ll go with your company because of that previous interaction.

Offer Referral Discounts

One of the best ways to generate leads for your business is to take on a referral program. These programs are a great thing to do in general, so don’t necessarily limit it to storm-related instances. The referral program is word of mouth, but word of mouth can be powerful.

You can offer discounts or perks to current customers who have used your services before. For example, in the event of a storm, you can offer them a particular value if they refer someone who has experienced roof damage. It is a great way to reward your current customers, generate leads for new customers, and build brand loyalty simultaneously.

You can even build on this theme by partnering with other local businesses. So, instead of offering a discount on future services, you might offer a $50 gift card to a local restaurant. Something like that is a great way to generate business and interest in each company, a true win-win.

Final Thoughts on Hail Damage Facebook Ads

Facebook is one of the most crucial advertising methods for storm damage roofing leads in 2022. Taking advantage of that medium and using it to the best effect possible will make a massive difference for your business.

Ads are not all created equally, nor do they all reach the same amount of targets. Therefore, take the steps necessary to reach your target audience in the most effective way possible. It will make better use of your advertising dollars and generate the leads you need to keep your business growing and thriving.

Keep in mind that none of this is an exact science. One method will work great for one business, while another approach might work far better. The key is to have patience and try to implement these strategies as clearly and concisely as possible.

Also, remember that you will likely not generate massive sales and revenue overnight. So please be patient with your strategies; give them a chance to work. If you want to pull the plug at a moment’s notice, those erratic decisions will eventually come back to bite your company.

Posted: | Updated: Sep 6, 2022 | Categories: Facebook
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14 Roofing Sales Tips, Strategies, & Techniques for 2022

Roofing Sales (Blog Cover)

Generating roofing sales can be challenging, especially given all the competition in the industry. Having an effective marketing strategy is the best way to stand out. You reach a broader audience and expand your influence when you have an effective marketing strategy.

But one thing that is often forgotten in branding is the need to acquire repeat customers. Reaching new customers is fine and well, but you can’t grow your business unless they come back regularly. With this in mind, check out some ways to improve your marketing and generate more sales for your company.

1) Launch a Sales-Oriented Website

Your roofing website should be the top way to interact with your customer base and prospective clients. With this in mind, site speed is essential so that potential customers remain on your site as long as possible. Most importantly, your website has to be mobile-friendly.

Over 57% of users access the internet through their mobile devices. You are behind the eight-ball if you don’t have a functional mobile version of your site.

Residential Roofing Website Example

Your website must be informative. Prospective customers are coming to your website for information about your business. Informational statistics and reviews are the best ways to make your website as informative as possible. Leave your prospective customers with no unanswered questions.

2) Acquire More Leads Through SEO

The roofing industry is crowded in every city or state. Many businesses are competing for a limited number of customers. Therefore, it is essential to ensure that your Search Engine Optimization (SEO) rankings are as good as they can be. SEO leads are the easiest to convert as the prospect has already demonstrated interest in your services before the sale.

In a practical sense, SEO is how Google and other search engines sift through to find the most relevant search results. You want to ensure that your business comes up in the Google search rankings. And because your website is so important, you want as many prospective customers to see your website as possible.

For example, there was an infographic on SEO, and this is what they saw:

  • Over 90% of website visits start via a search engine
  • 47% of users click on a top 3 SERP result
SEO Bar Graph Statistics

It’s a good idea to invest in SEO services for roofers, if possible, as it can work wonders for your business and produce sales consistently.

3) Make Use of Pay-Per-Click Ads

One of the most effective strategies you can use is implementing pay-per-click ads. For example, investing in Google Ads places your ads at the top of search results. So if your business is located in Austin, TX, and someone searches “Austin, TX roofing,” your ad will appear.

While PPC costs money for each click, it’s one way to get roofing leads quickly.

Google PPC Ads for Roofing Companies

PPC pushes visibility to your website without having to fight through those challenging SEO rankings. The best part is that you don’t have to spend a fortune to see actual results. Instead, allot a small amount, say $50-$100, to these PPC ads and see what it does for your business. It won’t be massive, but you should see incremental growth.

4) Consider Google Local Service Ads

Local Service Ads are similar to Google Ads but explicitly target your local service area. You can pop up near the top of the search engine page results and receive a total of 13.8% of the local SERP clicks. Local service ads are great because they target services, not keywords.

Local Service Ads for Roofing

Again, your goal is to target within your service area, and with these Google Local Service Ads, you can keep your sights set on the local service areas instead of slogging through search results that might not directly impact you. In addition, LSA ads are a great way to advertise locally and close sales.

5) Email Marketing is Your Friend

It might seem like an outdated way of marketing your roofing business, but email marketing gets your name in front of prospective customers. It is crucial to remember that not everyone who receives those emails will become a customer; the goal is to get as many eyes on your service as possible.

Another great feature of email marketing is that it lets you keep in touch with your current customers. While you want to get as many customers as possible, you also want to retain existing customers. Personalized emails make them feel as though they are unique and special and in the mind of your business. Plus, this is an excellent way to present coupons, specials, or rebates to those customers to get their return business.

Email Marketing

Email campaigns are simple, cost-effective, and a great way to reach both current and prospective customers.

6) Place Lead Magnets on Your Website

Your website, as mentioned, is one of the essential tools that you have in your arsenal to reach new prospective customers and develop the leads that are the lifeblood of your business. Getting these prospective customers to your website is a huge first step, but you must convert them once they enter.

Make a contact form on your website one of the first and most important things to any visitor. Forms are one of the best ways to develop leads: have them fill in basic contact information in exchange for coupons or rebates. So you get a potential lead; they have a service to keep in mind the next time they need assistance.

Contact Form

Consider investing in a WordPress-compatible plugin like Thrive Leads, which allows roofing companies to create appealing pop-up forms that encourage visitors to submit contact information in exchange for a value proposition.

7) Retargeting Ads Help Close Sales

What is a retargeting ad, you might be asking? The ad will “follow” you as you navigate the web. It will pop up on your website, making you aware of the company. It is a common way of advertising and one of the best ways of getting your company noticed.

A lead can take many months to develop with something like roofing needs. Therefore, keeping your company in the mind of a prospective client is essential so that you always remain in their mind’s eye. This way, your company can close the sale when they finally decide.

Retargeting Ad Facebook

You might not see immediate benefits with remarketing ads, but it is a great way to keep prospective customers from forgetting about your business. If nothing else, retargeting will keep your company relevant in the mind of prospective customers.

8) Develop a Value Proposition

Let’s face facts: in an industry as crowded as roofing, your company is one of many vying for the attention of a relatively small customer base. Since most of these companies have a local reach, only so many people will need the service.

Companies must stand out by giving prospective customers a reason to choose their service. With a unique sales proposition (USP), you can offer a specific benefit and tell your customer how you plan to solve the problem. And most of all, it shows that you can offer the customer something that the competition can’t or doesn’t.

The best way to separate yourself from the competition is to make your company seem different as if the customer can’t get the same service from anyone else in the industry. When your company can do this, you set yourself apart and will be the first to jump into the minds of prospective customers by offering something that no one else can.

Dual Roofing Landing Page CTA

A value proposition is a great way to make your company a recognizable brand in a crowded industry. That’s a win for you and the customer.

9) Manage Your Reputation

When it comes to roofing sales, your reputation proceeds you. So the first thing a prospect does is check online reviews and the company website.

A website sets a great tone and first impression but will not necessarily establish a reputation. Positive reviews on Google and other 3rd party platforms provide the social proof that consumers covet online. People will often check multiple sources to get a feel for a company’s standing.

With websites like Facebook, HomeAdvisor, and others, customers can find genuine reviews from real customers and develop opinions about that company. Positive reviews encourage trust, while negative feedback raises red flags.

Roofing Client Reviews

Roofers can cultivate reputation by sharing positive reviews on a website and social media accounts and even using them in advertising material.

10) Make a Promotional Video

There was a time where TV commercials were the best way to reach a prospective audience. The concept still works, but the medium has changed substantially over the last decade. 

YouTube videos that promote your company can have a similar impact. You can even produce “how-to” videos showing prospective customers how to do certain things that may not warrant a call to a roofing contractor. 

Because it’s easy to share YouTube videos on a website and social media, roofing companies can quickly build trust with prospective clients and make the sales process more manageable.

YouTube Video Shows a Way to Promote Your Website

Creating a professional-looking video for a cost-effective price has never been easier. Moreover, most smartphones can film high-quality videos and also offer video editing tools. Take advantage of this convenience by making frequent videos that positively feature your company, connecting to your prospective clients in new and exciting ways.

11) Partner Up

Many businesses make one mistake: they treat advertising as an “us versus them” scenario. And sure, your company is in competition with the others in the industry, but that does not mean that you have to go it alone.

Look to local businesses in your area that might make good partners. Create campaigns that promote your business in their building and vice versa; give the customer a reason to use your service. For example, think about partnering with a local hardware store. This way, the relationship is mutually beneficial, and prospective customers get exposure to your business that they may not have had before.

Bages on Roofing Homepage

Use selective partnerships to enhance your overall reach and visibility. It can only do good things for your company and will give you exposure that you may not have previously. Your company can succeed, but it doesn’t have to do so alone.

12) Be Patient

There is a significant flaw in how roofing businesses promote their business. They are looking for massive, immediate results. Unfortunately, without an enormous advertising budget, fast results are rare. 

Try to stay realistic. If your ad budget is limited, don’t expect everyone in town to rush to use your service. The results will only be incremental but will add up over a long period.

The key is to be patient and persistent. Ensure that your ads are relevant and informative so that any prospective clients can get the best understanding of your company possible.

The results will come, and you will see growth in your company’s revenue. It just takes patience and an eye toward the long-haul instead of immediate results.

13) Answer FAQ on Your Website

As stated (a few times at this point), your website is one of the most important tools you possess to make the most of your business. It sets the first impression that is so important when trying to reach prospective customers, and it can draw those prospective customers back to get a second look at your company.

Developing trust in your company is a great way to increase sales. Customers value trustworthiness in service companies. When you create an FAQ on your website, you make the kind of trustworthiness those customers love.

Answer common questions and post them to your website. Then, if you need ideas, take feedback from users over the phone, on social media, and on Google Business Profile, and publish the most frequent concerns in question form. FAQs will get them coming back to revisit your website and will help build trust for sales conversions.

Website FAQ

The results won’t be instant, but you will see a repeat in visitors as they frequent your website to find the answers to their questions. That in and of itself is a massive victory for your website’s marketing tool.

14) Personalize Sales Interactions

Customers generally feel that most companies don’t care about their concerns. However, roofers can change the narrative by delivering a personalized sales pitch that puts competitors to shame. 

For instance, Roofing Webmasters treats each client as a top priority and customizes everything from their website color scheme to their contact forms. 

Roofing companies can apply the same sentiment to their roofing services by giving a personal touch to sales interactions. Never make the consumer feel pressured into buying your services, but always make yourself available for any additional questions. Treat your customers like friends and family; you will increase roofing sales in 2022 and beyond.

Posted: | Updated: Sep 2, 2022 | Categories: General
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Skin in the Game with Roofer Marketing Dollars (Podcast)

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

Key Lessons for Roofing Professionals

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

Winners and Losers (in Search)

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

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

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

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

Marketing Quality #1: Expertise

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

Signs of a Winning Search Marketing Team

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

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

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

Marketing Quality #2: Accountability

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

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

Search Marketing Through Google Ads

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

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

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

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

Marketing Quality #3: Adaptive

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

Potential Challenges to Overcome in Local Search

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

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

Ready for Results?

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

Posted: | Updated: Jun 21, 2022 | Categories: Podcast