Finding a capable (and convenient) reviews platform can be complex. However, roofing contractors and other industry professionals live or die by the quality of their reputation management. In today’s podcast, Nolen and Jason talk about collecting reviews, jobsite check-ins, and geotagging. You’ll also hear them brag about our own fantastic reviews software, Righteous Reviews.
If you’ve struggled with getting your company name on the online map, be sure to listen in!
Key Facts to Learn:
How you use your reviews is just as important as how/where you collect them.
Geotagging provides location-based data that Google craves.
Uncensored reviews establish trust with users and Google.
Righteous Reviews consolidates your client feedback.
What is Righteous Reviews?
Righteous Reviews (RR) is a web-based application developed by the skilled development team at Roofing Webmasters. Our team incorporates this feature into our websites (including our internal sites) for tremendous SEO benefits. However, because the application requires specialized coding, we only provide it as part of our general SEO for Roofers program.
Why Our Clients Love RR
Collecting reviews from clients is challenging work, especially when a roofing contractor gathers reviews through multiple citation sources, on their website, and their social media platforms. Righteous Reviews greatly simplifies the reputation management process, allowing roofers to consolidate their reviews through one refreshingly easy-to-use platform.
The website application offers two key features:
Reviews Collection & Consolidation
While it might not be evident at first, these capabilities provide tremendous SEO enhancements for our roofing clients. Here’s why:
Google Loves Geotagged Check-ins
In the eyes of Google, what separates your business from the many competitors in your service area? Google has to sort through countless service company websites, each with a score of professional services and dozens of city pages. Apart from these pages, the search engine doesn’t have any actual proof that a business operates in the areas they claim to.
That’s where geotagged check-ins come in handy! With Righteous Reviews, roofing contractors can check-in to a jobsite, fill in the related service and location data, include the client’s phone number and email address, take a project photo, then post it to your related service and city pages. You can complete everything in under 60 seconds per check-in.
What’s the point of this activity?
It shows Google your business is active.
It proves you operate in your stated service area(s).
It uploads the activity directly to maps on your service and city pages.
It provides photos of your latest work for website visitors.
It automatically prompts a request for review in the client’s email or text inbox.
With teams checking in at multiple job sites each day, you’ll quickly create a large map of your team’s job history that Google can reference as proof of activity. Every pin on the map offers the data the search engine craves, and your future clients will be impressed by the long history of activity in their local community. All it takes is a quick 60-second check-in at each jobsite.
Now any consumer wondering if you perform a particular roofing service can see examples of your performing that exact installation, repair, etc., in their community. That’s enough evidence to sway many undecided homeowners and businesses. But, of course, Righteous Reviews has other invaluable perks for your roofer SEO.
Asking for Reviews, Made Easy
With the Righteous Reviews program, our team provides a simple request-for-review template. Then, whenever your roofing teams finish a job, their jobsite check-in immediately sends an invitation via text or email with links to your various review sources. Our research over the years shows that Google prefers to see company reviews coming from multiple resources. So we suggest links to your Facebook Business profile, your Google My Business account, your BBB listing, and wherever you want reviews.
Again, these Righteous Reviews add geotags to any reviews submitted through this invite. The review gets uploaded to the respective service page and city page, and Google notices the extra data when it re-examines your website. No other reviews platform (that we know of) provides this automatic upload capability. Additionally, every review submitted to your company comes with our special coding that makes them work even harder for your roofer SEO.
Imagine getting the latest reviews from Facebook, Google, and Yelp automatically uploaded to your website. A simple request-for-review process generates when your teams check into each jobsite. As long as your contractors continue to perform these 60-second check-ins, you should see tremendous improvements in your website SEO.
Join Up With Roofing Webmasters.
Like all of our solutions, Righteous Reviews results from lengthy research, skilled development, and careful integration. But, unlike other review software out on the market, it isn’t a simple widget you slap onto a website. That’s why we only include RR with our custom-built websites. As a result, you’ll notice the difference in website search performance and platform ease-of-use.
Finding that magic formula for premium website performance can be challenging, especially for roofing contractors new to the world of search engine optimization (SEO). In today’s podcast, Nolen and Jason discuss the various elements that Google demands for website optimization. So if you’ve been struggling with lackluster search rankings, be sure to listen in.
Key Elements to Listen For:
Reputation management is essential, especially for newly-minted companies.
Schema and geo-tagging offer profound benefits for your Roofer SEO.
Roofing SEO demands effort from many parts of your marketing, not just your website.
Bounce rate isn’t the top metric for your website optimization.
The Key Pillars of Website Optimization
When optimizing your website for Google Search, there’s no shortcut to instantly rank #1 on Google. Website optimization relies on a combination of elements, including:
External Listings, and
Thankfully, there’s lots of digital marketing research on roofing SEO and services willing to aid your company. Below, we’ve listed some of the most important tools our industry specialists can use to ensure premium rankings for our roofing clients. Of course, this is by no means a comprehensive list, so don’t go jumping into web design without doing your due diligence.
Keyword Strategy & Optimization
You probably know by now the crucial role of keywords when it comes to SEO for roofers. Most roofers, however, only focus on securing the highest volume words and phrases known as primary keywords. For example, “Roofing contractor” and “shingle repair” may offer incredibly high volume on a national level, but they also come with extreme competition. After all, numerous other roofing companies compete for the exact words and phrases.
Winning Strategies to Rank Higher
Tip #1: Try adding popular industry brands to your primary keywords.
Tip #2: Sprinkle in secondary keywords (low-volume, low-competition) around your primaries.
Tip #3: Optimize your keywords for your service area.
Using brand names around your primary keywords provides two benefits. First, it draws in people with brand-specific roofing materials to your website. You’d be surprised how many clients just ten brand-optimized pages can bring in. Second, branded and other secondary keywords also allow your business to rank high for hundreds of words and phrases. A high number of low-volume keywords equals a considerable boost for your site traffic. If you haven’t done so already, make sure to incorporate long-tail keywords with your primary city, state attached. Not only will you avoid accidentally competing with roofers outside your service area, but you’ll also earn higher quality leads too.
Last, of all, remember to continue releasing keyword-rich content. Blogs, professional guides, and infographics offer great ways to engage customers and keep your website ranking high on Google Search results.
Streamlined Navigation & Call to Action
Did you know that most people need only 0.5 seconds to form an initial opinion about your website? That’s less than a second before your visitors make that crucial first impression. Our team at the Roofing Webmasters likes to throw this fact around because it displays the impact of professional graphic design (or lack thereof).
Follow These Guidelines for Site Design:
Tip #1: Restrict your menu to a maximum of four service categories (if possible).
Tip #2: Maintain a clear call to action at the top of every page and the bottom.
Tip #3: Create a sitemap of all your pages so that Google can crawl your pages.
Of course, web design isn’t just about engaging colors and pretty shapes. One of the essential parts of creating a successful roofing company website optimization is honing the user experience(UX). For example, suppose a designer includes a simple menu system, clean page structure, and visible calls to action. In that case, your site visitors will naturally respond with longer visit times, deeper engagement, and more phone calls.
Outside Factors Affecting SEO for Roofers
Did you know that part of improving your website rankings goes beyond the confines of your site? These two activities profoundly impact the future success of your online marketing (and your company’s success in general). These are reputation management and listing completion.
Reputation management generally refers to the collection and maintenance of customer reviews, though the term sometimes broadens to include both consumers’ and Google’s perception of your business. If you don’t believe in the power of consumer reviews for (or against) your roofing company, read Qualtrics’ article on the subject. You’ll quickly change your mind. According to consumer studies, 93% of people state that reviews affect their ultimate purchase decisions.
In our research with reviews collection, we’ve found that Google prefers a broad spectrum of reviews sources for your company. That means you’ll want to invest time in getting recommendations straight from Google Reviews, plus social media (especially Facebook), and third-party citation companies like Angie’s List. If possible, try to incorporate a widget into your site design that collects and showcases reviews from multiple sources.
Your Business Listings
Fill out your Google My Business (GMB) listing, and be thorough. As a rule, any free tool from Google offers lucrative benefits for your company’s local search results. However, your GMB listing is essential if you want to show up in Google Maps local search packs. As we’ve mentioned already, these capture a remarkable share of traffic on front page listings.
Google also rewards businesses that create listings in citations sources like the Better Business Bureau or Yelp. It’s great exposure for your brand, plus a fantastic way to collect those savory 5-star reviews. While some of these companies require an investment to get listed, the benefits usually make for a beautiful return via additional leads.
Examining Website Performance
Roofing contractors sometimes misunderstand which site metrics they should be watching. For example, while Google Analytics provides a wealth of data about your performance and website optimization, companies mistakenly believe that bounce rate is the primary metric for success. “Well, I have 200 people visiting my site every month, but my bounce rate is ridiculously high at 70%. So why don’t I have more lead calls?”
The problem isn’t the bounce rate. 70% is an excellent rate for many industries, including roofing companies. The bounce rate describes the percentage of people that visit your site and leave within a couple of minutes. Only the most heavily interested parties will stay beyond that threshold, which is why high percentages are perfectly normal.
Your valid metric for success should be site volume. Professional search engine optimization allows Google to rank your business higher. In turn, your listings earn more traffic from potential customers. A portion of those will go on to choose your company for their roof repairs and other services. Ultimately, you want site traffic volume to climb until it plateaus with a comfortable rate of new leads.
For many people landing on your site (especially first-time visitors), most of the information they’ll need will be located on your homepage. That means that they won’t necessarily click around your services or spend more than a minute perusing your content. Don’t feel discouraged by this. Any marketing company will tell you that only a tiny fraction of site visitors will make it through the sales funnel to become customers. That’s par for the course for roofing contractor SEO. Just continue to optimize your website and release fresh content, and you’ll see a steady inflow of customers as your rankings climb.
Why do my competitors rank in Google Maps listings but not my business? It can be an extremely frustrating situation to find yourself in, especially when your business has more reviews, higher ratings, and more extended history. In addition, with Google’s history of frequent algorithm changes, it can be challenging to put the finger on exactly what’s going wrong with your roofing SEO.
In our podcast, Jason and Nolen explore what it takes to show up in mapping and earn more leads as a roofing contractor. So if you’ve been coveting a featured listing for some time, be sure to listen in.
Look for These Key Points
Should businesses focus exclusively on gaining Google Reviews?
What areas of roofing SEO must contractors engage in to earn Local Pack listings?
How can roofing contractors handle reputation management?
Google Maps Listings and Local Packs
By now, almost any roofing contractor can tell you that ranking #1 on Google means big business for your company. The top ranks of search engine results pages (SERPs) continue to shift with each passing year. The ultimate win for roofing SEO these days is scoring a spot in local packs, a feature of Google Maps listings.
Google Maps, of course, is a satellite and database-powered tool that connects consumers with local services. It features the standard pins on the map and nearby cross streets. In addition, maps listings now include crucial contact and reputation data on each business, including addresses, service type, operating hours, and reviews. That last element is a point of contention in the roofing contractor community. We’ll talk about that in a little bit.
On the other hand, local packs are a unique SERP feature that pulls three of the most relevant entries from Google Maps listings. As their popularity and influence increase, local packs grow more and more competitive each year. As a result, they earn a large percentage of clicks, pulling traffic away from other lower front-page listings. As a result, local packs typically claim second or third place in the front page order, just below Google Guaranteed entries and paid ads.
Beyond the traditional keyword optimization, Google looks for three essential qualities in a website. These include:
The expertise of the content creators
Authoritativeness of the content creators, the content itself, and the website
Trustworthiness of the company
These E-A-T factors can be traced back to Google’s 2015 Search Quality Evaluator Guidelines and heavily impact the search engine’s ranking of your website (including Maps listings). However, when it comes to proving trustworthiness, few elements influence Google’s (and people’s) judgment more than User Reviews.
Balancing Your Reviews
In the past, Google emphasized the collection of reviews on its platform. The relationship between reviews and list ranking seemed clear: get more five-star reviews and get higher rankings. However, Google now recommends earning reviews across a broader spectrum of sources. Some of these may be from social media platforms (such as Facebook and Instagram). Others come from citation companies, including Yelp and Angie’s List.
Your roofing team probably works hard as it is earning new reviews from clients. Now there’s the thought of collecting them across different platforms. The most important players in this new plan are the people interacting directly with the clients. Simply asking for reviews and offering a reference card will usually do the job. Next, make sure your social media platforms have the reviews call to action optimized and ready to take on the additional traffic.
Google also rewards businesses that display reviews within their website. The widget you incorporate could have a significant effect on Google’s perception of your business. One of the review tools that we love at the Roofing Webmasters is DataPins. Our clients can pull reviews from various platforms with this widget and allow customers to leave reviews directly on the website for their chosen medium (Facebook, Google, or Yelp, for example).
Roofing contractors can also use the widget to send invitations to review. Imagine quickly requesting reviews via text messages that include a direct link to your website! Finally, roofing professionals can check into job sites and that geo-location data gets embedded in your website. Essentially, this provides proof to Google that your company performs services in those locations. You can listen to Jason’s take on this capability around 8:10 in the video.
Balanced Roofing SEO Produces Results
We stress the importance of other roofing SEO factors in your company’s Google Maps listings. Reviews alone will not provide the rankings you desire. Google’s examination of your company website also impacts your local SEO rankings. If a business skimps out on professional design, keyword optimization, and other essential activities, they will almost certainly not appear in local packs. With that being said, reviews are crucial to ranking well.
Earn Premium Listings With Roofing Webmasters
Are you tired of getting left out of top ranks or even the front page altogether? Our team at the Roofing Webmasters would love to help! We support numerous contractors with website design, ad campaign management, and SEO for roofers (among many other services). As a result, our clients enjoy premium rankings, higher site traffic, deeper user engagement, and superb lead generation.
Having passed the infamous 20th of March, the spring season is here, and it is prime time for roofing companies to capture business leads. Punxsutawney Phil may not have been spot on with his early spring prediction, but the weather is starting to progress closer to warmth across the nation. With cold spells still interjecting themselves, this combination of hot and cold has a chance to create severe hail storms, something we’ll touch on more later. But spring, in general, is always going to present a major opportunity to roofing contractors. But how does one take advantage of the most suitable season to generate roofing leads and grow your business?
Who Has The Head Start?
The truth is that winning the race for spring roofing leads should start before the spring season. The companies that have already created a custom website optimized it for search and placed themselves on Google My Business will have a significant head start on those late to the party. Google and Facebook reviews of these businesses are also an essential factor determining who scoops up most of the leads this spring. The gap may already be large.
Making Up Ground
Not everyone had the foresight to optimize their website before spring, especially those new to the roofing industry or a specific location. Having an aged domain name will always be ideal for SEO purposes, and optimization takes time in general. Most new roofing campaigns are looking at a 6-month minimum for organic ranking. One way to close the gap in the meantime is to invest in PPC management through Google Ads. Buying clicks can get leads quickly.
Win The Marathon, If Not The Race
If PPC is out of your price range, the time to start gearing up for next spring (2020) is right now. While the idea of waiting this long may seem discouraging, it will pay off next year. Remember, while you might lose the SEO race this year, you can get a head start on the race next year. The reality is that the roofing business is more like an online marathon. If you consistently improve, you will end up winning in the end. So even if PPC is an option, you should still invest in SEO for next year right now.
Optimizing for Hail Storms
There are some roofers in the industry known as storm chasers. But the truth of the matter is that companies who are already optimized for hail storm roof damage in their service area are going to have a leg up on fly-by-nighters. The top roofing websites have an individual webpage for storm roof damage and their homepage and pages for other services. Over time, this page optimizes for the target keywords that heal inflicted homeowners’ search on Google.
Keeping it Local
Your business must have a presence on Google My Business and supporting reviews and a verified address to generate local leads. The goal for roofers is to show up on the Local Map Pack, a group of Maps listings selected by Google based on relevance, radius, and reviews. Roofers should try to generate as many reviews as possible and do so consistently. Google checks not only quantity but also recency. Google Ads can also appear on the Map Pack if adequately connected to your GMB account.
Speed Up With Roofing Webmasters
Are you tired of losing out on spring roofing leads every year? Roofing SEO Webmasters’ complete digital marketing package can solve your problems once and for all. As a digital marketing agency that provides custom website design, content marketing, Google Maps optimization, PPC, and SEO, there’s no aspect of the race that we can’t enhance. The best leads come from an investment in your own brand, which we empower our roofing clients. We build everything from the ground up with custom codebase, schema markup, and logo design.
Roofing Facebook Ads are a powerful promotional tool for companies in 2022. In addition, the need for reputable roofing companies is increasing each year due to an increase in weather volatility and homeowner demands.
Still, as the industry gains traction, the competition grows fierce. Using Facebook Ads for roofers is a great way to separate your company from the rest. In addition, Facebook targeting makes it simple to reach your prime consumers.
At Roofing Webmasters, we’ve been working with companies on their digital marketing campaigns for over a decade. Our wealth of knowledge, data, and insights help us steer roofers in the right direction.
Check out the ultimate guide to roofing Facebook Ads in 2022:
Table of Contents
What Are Roofing Facebook Ads?
Facebook ads for roofers are paid advertisements promoting a roofing company on Facebook. On Facebook, ads target users based on demographics, geography, and profile data, many of which are unavailable on other advertising platforms.
In addition, advertisers on Facebook can set a budget and bid per click or thousand impressions. The best way to run Facebook ads for roofing is to target local consumers likely to require roofing services.
Creating a Facebook Ad is fairly straightforward and easier than most people think. Simply use Facebook’s advertising wizard to navigate the process.
Why Roofing Facebook Ads Work in 2022
As the world’s #1 social media platform, it’s easy to see why Facebook is a powerful marketing tool. However, Facebook also possesses advertising features uniquely fitting the roofing industry landscape.
Remember, your goal is not to reach every one of the 2.5 billion Facebook users but to engage with people most likely interested in your roofing services. You can reach homeowners within your service area and convert them rapidly by targeting specific demographics.
About 18% of Facebook users fall within the 35-44 demographic, a prime age for homeownership. While 25% of users are between 25-34 and likely considering a first-time home purchase.
Getting Started With Facebook Ads for Roofers
Most contractors hate the setup process regarding Facebook ads or any other type of digital promotion. The steps are often complicated and involve leg work that business owners don’t have time for. Luckily, the Facebook Ads setup process is simpler than it seems.
In most cases, your ad objective should be lead generation as you’re trying to capture local consumers to become future customers.
Define a Goal
The goal for your roofing company advertising campaign can range from brand awareness to hail storm chasing. Of course, all companies want more customers, but your goal should be more specific. Narrow your goals down to one per roofing ad campaign. Here are some examples:
Expand brand awareness in your local service area
Get hail storm repair jobs from a recent hit area
Create urgency by outlining a common roofing problem
Introduce a new product solution like a roof coating
Write down your goal because Facebook will ask for your campaign awareness goals in their ad prompts. If you’ve already chosen your plan, you’ll know exactly how to move through the prompt.
Audience targeting is the true magic of roofing Facebook Ads. As a business owner, you should already have a general idea of your target audience. For example, homeowners in your service area between 40 and 65 are a good framework for roofing companies.
Try to narrow your audience down as much as possible because it will increase ad conversions and minimize your spending. On the other hand, you don’t want to cast a wide net with Facebook Ads because it will quickly drain your budget. Take a look at some audience targeting examples:
Age 40-65 (All Genders)
Interests: Home Improvement, Home Repair, etc.
Location: Within 25 Miles of your Service Area
Creating a Value Proposition
Even your narrowly defined audience is bombarded with countless Facebook Ads daily. As a result, your ad must stand out among the rest. You can achieve this with a value proposition. For example, consider special offers, free inspections, or unique financing options that intrigue your target customers.
From there, find a way to craft ad copy that reflects it. You might even offer a free download to get more users into your funnel, whether they are ready to buy today or not.
Roofing Facebook Ads Examples
This Facebook Ad example shows a roofing company promoting 24/7 emergency roofing services to their target audience. These kinds of ads are especially effective after a storm or natural disaster within the target service area.
Best Practices for Facebook Ads for Roofers
Now that we’ve covered defining goals, targeting an audience, and creating value propositions, it’s time to highlight the best practices in the Facebook advertising process.
You want ad copy short and to the point. Nobody has time to read a novel or understand any nuance. They’ve already moved on to the next part of their timeline. So you must catch their attention quickly with simple but strong copywriting that concisely demonstrates your value.
Image quality is a big deal for Facebook roofer ads in 2022. Your image quality reflects the perception of your company and brand. Technical aspects of image quality also make a difference, such as resolution, contrast, and distortion.
As a result, use only high-quality images of your staff and equipment (or recent jobs) and avoid using stock photos at all costs. If you must incorporate stock photography, dress the files up with a free tool like Canva, which allows you to brand and enhance existing image files.
The fastest way to earn trust for your roofing company is to showcase customer reviews from verified sources. Consider adding favorable reviews from Google or Facebook to your ad copy.
On the other hand, never use unverified reviews because people will assume they are fake. As a result, you can’t post a verbal quote from one of your customers unless they post it on a platform like Google.
Most of your roofing Facebook ad impressions come from mobile devices. With this in mind, always craft your ad with the mobile experience first. Keep copy clean and concise, and use engaging images that mobile users can gravitate to on their phones.
Facebook lets you preview your ad’s mobile appearance before publishing, so always complete this step before making the final call.
Final Thoughts on Facebook Ads for Roofers
Google is still the big show for roofing digital marketing in 2022. Most of your customers will come from organic Google search results or the Local Map 3-Pack.
Furthermore, organic clicks are cheap and foster long-term brand development and repeat customers. Still, there’s room for Facebook Ads in every roofing marketing strategy. So don’t be afraid to invest in roofing Facebook ads for your next campaign.
Are you considering starting a roofing business? We don’t blame you. The roofing contractor industry is currently worth over $56 billion in the United States, and revenue is projected to continue its growth in 2022.
However, starting a roofing company isn’t something that you can do overnight. Aside from acquiring your business license, permits, and insurance, there is much to consider. With this in mind, you shouldn’t start your contracting business on a whim, but if you’re serious about reaching your goals, you can undoubtedly achieve them using this guide.
What Roofers Need To Know:
Roofing Business Requirements Vary by State
Choosing a Memorable Company Name is Vital
Scaling Your Business Requires Marketing
While it would be folly to provide a step-by-step guide on everything you would need to start a roofing business (every state has different requirements), our guide will run you through some of the critical considerations you need to consider. These tips will give you a general blueprint of what it takes to start and maintain a successful roofing business.
If you are looking specifically to start a commercial roofing company, be sure to check out our previous post about that subject so you can begin getting commercial jobs as soon as possible. But for a residential roofing company or all-encompassing roofing business, continue with this guide.
Selecting a Roofing Company Name
The name of your roofing business needs to do a lot of things. It has to stick out in the mind of consumers. It has to convey the spirit of your business. It has to be memorable. It has to look good on print and on computer screens.
In general, you don’t want to choose a name that’s too long. Try creating a shortlist of titles you are considering and then workshop them with friends, family, or colleagues. Remember that the name should also be simple for people to type into their web browser’s address bar.
Networking With Experienced Businesses
Having the guidance of established members of your local business community can be a huge help when you’re just starting. When starting a roofing business, one of your top priorities should be to get involved with the local business community. Consider local business networking groups or chambers of commerce.
Don’t be afraid to reach out to business community members for help. Chambers of commerce and networking groups will likely have valuable resources too. Try getting on local business directories for roofers. Expanding your reach can help market your young roofing business and make more consumers aware of your services.
Acquiring The Necessary Licenses
Depending on what state you operate in, you will need a variety of licenses. Of course, you will need to get your business license first and foremost. Some states will also require you to get a contractor’s and roofing licenses. You can find a helpful guide on the kinds of permits you will need according to the state you live in here.
It can also be beneficial to contact your county clerk to point you in the right direction. Also, be aware that some states regulate business licenses at the county level. So even if you live in California, what is required in L.A. county may differ from what’s needed in Ventura county.
Bracing for Seasonal Changes
Depending on where you are in the country, you may have an off-season. Some regions are too cold or wintery to do roofing work. If this is the case where you live, you need to have a plan to carry you through each off-season.
Your strategy may be as simple as saving enough money during the busy season to cover business expenses (rent, equipment, salaries, etc.) during the off-season. However, you could go as far as to branch out and offer supplemental services for inclement weather conditions.
Investing in Digital Marketing
The failure rate of new roofing businesses is over 50%. Most companies fail within the first five years too. Roofing companies fail at such a high clip because they don’t get enough leads in the first few years. Lead generation is where digital marketing comes in. Digital marketing is crucial for new roofing businesses. It will help get your name out there and drum up all-important leads.
Digital marketing could be a sizable investment initially, but it pays off huge in the end. Digital marketing could include:
Review Management: It’s essential to let customers know that you care about their experience. Replying to reviews (good and bad ones) is a great way to get more people to notice your business and increase customer satisfaction.
PPC Ads: PPC stands for Pay Per Click. It’s an ad model that displays your ad to your target audience, and every time someone clicks on it, you pay a certain amount to the service provider. It sounds like it could get expensive, but it pays for itself in leads if done correctly.
Content Marketing: Content marketing involves providing something of value to consumers. It can take the form of blogs, video content, and social media posts. It’s important because most consumers prefer to learn about companies and their services through blog content or articles rather than traditional advertisements.
Accumulating Valuable Equipment
Of course, as a roofing contractor, you will need certain types of equipment. Roofing equipment can be expensive, so you may be tempted to opt for cheaper products. Fruglness isn’t always the brightest idea in the roofing industry. You must be careful about buying affordable or used equipment because you could be paying more for replacements.
Besides, doing quality work will be the best way to make it in the roofing business. You have to ensure you have the equipment to help you get the job done right. Buying the right tools and equipment is also crucial for safety. You must ensure that your workforce is as healthy and able as possible. The right equipment will eliminate safety hazards – not to mention lawsuits.
Hiring New Roofing Employees
As your business starts to pick up steam, your role should shift. When you first start, you will likely wear many hats – project manager, accountant, secretary, supply manager, and, oh yeah, roofer. While playing all these different roles may be manageable when you only have a handful of customers, it will become impossible as your business grows.
Don’t be afraid to ask for help or hire help. One key to successful businesses is knowing how and when to delegate service to the right people in your organization. As your workforce grows, train people within it up in different areas. The best help will come from people who are already familiar with your business.
Scaling Your Roofing Business Long-Term
Consider many things if you are planning to start your own roofing business. While our guide on how to start a roofing company is sure to provide you with helpful insight, there are certain things you won’t see coming. That’s where we come in. We offer an essential service for all roofing companies.
Our job is to market your business to get more leads and customers. If you are starting a roofing company, give it the best chance at success by working with our team.
Roofing ads are advertisements promoting a roofing company or service. In 2022, the most common roofing ads are digital and appear on high-traffic platforms like Google, Facebook, and Instagram. Traditional forms of advertising include print advertising, radio spots, and billboards.
So What’s The Deal With Roofing Advertising?
The roofing industry is a cutthroat field, and as such, your roofing advertising efforts must be impeccable to outshine your competitors to get roofing leads. But with all the marketing and advertising solutions available, how do you market a roofing company productively? In today’s world, digital marketing outranks all other advertising channels in ROI and reach. However, this doesn’t mean you should spend all of your roofing advertising dollars in the digital world. Professional marketers know that a great campaign consists of multiple advertising channels and messages. Knowing your options is the first step to comprehensive roofing advertising campaign development.
Marketing Channels and Roofing Advertising Platforms
Within the marketing landscape, your company has multiple channels to spread its message. From television and radio to billboards and digital media, your advertising options are almost endless. Each platform offers benefits that can increase your business reach and build your customer base. To decide on the right roofing advertising platform for your efforts, first, decide on your campaign’s details.
Goal: Identify the exact purpose of your campaign. Do you want to increase roof leak service calls? Would you like to increase traffic to your website?
Budget: How much will your ad spend be? What ROI are you expecting from your roofing advertising?
Run Time: How long will your campaign last? Will your campaign be weeks long? Months?
Each of these factors dramatically affects the type and style of your marketing efforts. For instance, if you are creating a six-month advertising campaign, a start-to-finish television commercial could be too costly, while a six-month Google search ad may be only a fraction of the cost. Typically, marketers use a combination of platforms throughout the campaign period to promote the most results possible. Once you have decided on the essential campaign factors, you can start planning your ad. It would be best if you based elements on the target audience and their desired action.
Platform: What marketing platform will you use to spread your message? Which platforms have worked best for you and your competition’s past efforts?
Message: What message are you communicating? What call to action will you use?
Measurement: How will you measure your campaign’s success? How will you track ROI?
Your Roofing Advertising Platform Options
When it comes to advertising, you have a long list of options to spend your marketing dollars. From print to digital, you can find advertising opportunities just about anywhere. While many platforms offer low but stable ROI, others offer increased but fluctuating ROI. Utilizing a combination of media can help expand your reach and boost your roofing marketing ROI.
Print Advertising for Roofers
Within the realm of print advertising, there is a multitude of options. Your roofing company has the choice of newspaper ads, billboards, mailers, and more that can enhance company awareness. Print ads are ideal for getting your brand name recognized within a particular area. These platforms work well for advertising roofing services, promotions, and even location. However, they do not create an excellent opportunity for prompting immediate action. Often, print advertising is costly and challenging to measure accurately. However, new advances such as QR codes and promotion codes, offer better print advertising tracking than ever before. Consider these points before deciding which print platform is best for your roofing company.
Newspaper: While newspaper advertising has been a go-to marketing hub for years, online news media’s presentation has seriously dented readership. Use this platform for older age groups that are less likely to refer to digital media for news.
Billboard: While this advertising style gets great viewability, the response is much lower than other marketing avenues. Use billboards as a supplement to boost your brand awareness.
Direct Mail: These advertising options are tried and true methods of building brand and promotional awareness. Use roofing mailers for promotional offers and service updates for your roofing company.
Advertising With Traditional Communication Media
Using traditional television and radio to deliver your advertising message can get expensive quickly and offers fewer analytics tools to track effectiveness. However, clear, precise messages are delivered promptly on these platforms and have a higher retention rate than most print options. Television and radio advertising is best used in short spurts to advertise a promotional offer or time-sensitive information.
Television: Television commercials are ideal for presenting company services and promotional offers to a broad general audience. Timely information like storm details and specials are well-presented with television advertising.
Radio: Like television, radio presents a unique and sizeable general audience. Therefore, public promotional, seasonal, and other timely messages appeal most effectively through radio advertising.
Digital Marketing and Your Roofing Company
In recent years, digital marketing trends have increased exponentially, and with good reason. Digital marketing has become the most effective, most trackable marketing channel available, with multiple advertising avenues that fit any style, message, and brand. Digital advertising platforms offer easily measured analytics and deliver immediate actionability with calls to action, promotional information, and service schedules. However, effective planning and platform proficiency are still vital to productive advertising efforts, even on digital platforms.
Website SEO: Ideally used as a landing platform for web traffic, your website should thoroughly introduce and explain each service and skill your roofing company provides. With available analytics that updates regularly, you can always be sure of your success.
Social Media PPC: These marketing platforms work well when communicating a message or offer that includes an immediate call to action, such as a “click here” button or “call now” link. They offer excellent ROI and measurement metrics for complete control.
Google Pay Per Click: Google PPC roofing advertising is ideal for increasing web traffic and brand awareness. It’s also perfect for increasing website conversions and unique visitor traffic. While PPC campaigns can vary significantly in cost, they are generally less expensive than most other platforms and generate an increased ROI.
In today’s world, internet marketing has not only changed the way the public finds information, but it has also changed the way businesses reach their prospective clients effectively. Although traditional roofing advertising tools and platforms are still used and productive, digital marketing has taken over the marketing landscape. Utilize digital marketing in your roofing advertising campaign efforts to increase your success, visibility, and ROI.
Digital Marketing For Roofers
Within the digital marketing world, you have many choices on how and where to spend your advertising dollars. Each channel offers its rewards and challenges you should consider when planning your roofing advertising. For example, digital advertising provides a highly customized audience selection that can provide better message reception and lend to low visibility. Being aware of each digital advertising platform’s benefits and downfalls can help you choose the best route for your roofing advertising dollars.
Organic Roofing SEO
Search engine optimization, or SEO, is crucial to appear in Google and other search engine results. With over 40,000 search queries completed per second, Google is the number one way to find information on services, products, and just about anything else. Because the Google search has transformed the way customers locate services, search engine optimization for your roofing service is a top source for reaching prospective customers.
Through the years, Google has updated the way its search delivers results. Today, quality content, accurate information, reputable linking, and precise keyword usage are the best ways to ensure proper SEO for your roofing business. Using these strategies, along with appropriate coding and compelling user experience, can land your roofing company higher in search rankings, leading to extended reach and maximize conversions.
Organic Search Optimization Helps Ensure Your Business Appears in Google SERPs.
Roofing SEO Strategies That Work
SEO, or search engine optimization, is a marketing strategy that utilizes Google and other search platforms to present company information and generate roofing leads. When users perform a search query on Google, Bing, or another search platform, their engines identify keywords and deliver search results according to relevance and site quality, among other elements. Optimizing your roofing website to appear higher in these search results can boost your company’s reach and expand your customer base. Use tried and correct marketing SEO strategies to begin your efforts and revise your plan as needed.
Organic Marketing Offers Free Roofing Leads for Your Business.
Google My Business For Your Roofing Company
When battling for the number one Google search position, the competition can be fierce. However, your roofing company cannot show up in any Google searches until your Google My Business account has been set up and verified. To establish your roofing company’s Google My Business account, visit google.com/business and follow the instructions, paying attention to crucial fields like:
Your Google Homepage Displays Helpful Information and Links for the Searcher.
Business Type: The correct business type is imperative to index correctly in Google searches.
Services Offered: Since this is a top way Google indexes your company, your service list should be comprehensive and include multiple keywords.
Location: Providing your roofing company’s exact location boosts the chances of appearing in the critical local search.
Contact Information: Providing links to your contact information expands the probabilities of goal completion.
Company Images: Adding images to your Google My Business account increases the odds of appearing in organic Google searches.
Hours: Adding details like hours of operation creates a more complete and more trusted Google profile, leading to better search rankings.
Reviews: Reviews provided on Google and other platforms boost your site’s authority, which can dramatically boost search rankings.
Website Address: Offering a link to your site can increase web traffic along with conversion rates.
Once your account is verified, your company can begin appearing in Google search results. As Tatum Legacy displays, having a well-organized Google My Business account paired with great on-site SEO can land your roofing company at the top of the Google search.
Completing Your Google My Business Information Provides a Better Google Homepage for Your Business.
On-Page SEO and Other Roofing Website Ideas
Roofing websites are no help to their company if users can’t find them. Roofing SEO practices can help Google index your site more efficiently and help you rank higher on SERPs, leading to extended reach and increased roofing leads. To correctly optimize for Google, your roofing website needs a few key elements that help the search engine identify your site’s topic and theme. Without these critical elements, Google and other search engines may have trouble indexing your site or may even misinterpret the information.
Roofing Title Tag and Meta Description
Each page of your roofing website should have a title tag that tells Google bots your roofing web page’s general idea. This title also appears as a search result title when users perform a query. Your page’s title tag should include at least one keyword along with a brand or location tag. Along with the title tag, Google displays a short description with each result after a search. These descriptions, otherwise known as meta descriptions, provide Google bots with more detailed information about your web page’s content. The use of keywords in your roofing meta description is imperative to help Google correctly index the data and increase the chances of appearing in Google searches.
The Metadata You Enter on Your Site Appears in Searches to Identify Content Relevance
Each time a user performs a Google search, Google bots use website coding to scour the internet searching for relevant material from trustworthy websites. Clean coding is a method of presenting your site’s back-end coding to Google in the simplest way possible. With clean coding, your site’s code is distinct, well-organized, and effectively labeled so Google can easily decipher the exact content for better ranking. Cluttered code issues arise when novices create a website from a template or when developers incorrectly redesign an existing site. These practices create long code sentences that are unneeded and can provide incorrect information to search bots.
Combat coding issues with the use of precise functions and well-labeled commands. Use schema coding to provide Google bots with clear content subject lists and details and use up-to-date code structure for simplified, more transparent communication. Schema codes work as lists to provide Google bots with straightforward, organized subject matter easily indexed for searches. The use of H2s and H3s, along with keyword placement, can also aid Google and other search engines in identifying and indexing your information correctly.
Roofing PPC Advertising
Pay per click (PPC) advertising combines traditional ad creation with keyword bidding to reach new customers and gain more roofing leads. PPC advertising is offered on almost every platform, including Google, Facebook, Instagram, YouTube, and more, and can dramatically increase your website traffic and marketing ROI. Roofing PPC ads also offer flexible budgeting, customizable audiences, and ad revision to give you complete control of your campaign at all times.
Roofing Advertising With Google Ads
Google Ads, formerly Google Adwords, provides a comprehensive platform for PPC marketing that displays search and display ads according to relevancy, keyword bidding, and ad quality. These ads can appear in Google search results or on Google Maps results and Gmail, YouTube, and many other Google partners. Where you want your ad to appear will be the deciding factor in your ad’s format, which can include images, text, video snippets, and more. While Google search ads have only text and link buttons, display ads showcase pictures and videos on other platforms such as YouTube, Gmail, and many more. Google also offers the text ad with extensions, which provides varied content delivery throughout every Google platform.
Optimizing Your Google Ad for Roofing
The two main factors for deciding where your roofing ad appears on Google are keyword bidding and ad relevance. Google arranges keywords in Google Ads according to search popularity, with prices varying accordingly. The more popular the keyword, the more expensive the bid. Likewise, the more difficult it will be to rank for the keyword. For example, the term “roof repair” is a viral keyword. Therefore, it will be more expensive to bid on and more difficult to rank for due to all the other roofing companies trying to rank for the same word. However, “corrugated metal roof repair” is a much more specialized word with a lower bid price and less competition. Fewer competitors mean that roofers can more easily rank for the latter term.
When creating your Google ad, it’s crucial to design a compelling piece that’s helpful and has a clear call to action. Your ad should be clear and informative and link to a landing page with relevant information. It should contain a prominent call to action that encourages the viewer to click the link and offer contact information that the visitor can quickly contact your roofing company. Use Google Ads analytics tools to measure your ad success and adjust your efforts and budget throughout the campaign for maximum success.
Prime Google Ad Space is Located at the Top of the SERP.
Google Ads Can Also Appear at the Bottom of the Page.
Instagram and Facebook Marketing for Roofing
Much like Google Ads, Facebook, and Instagram, each offers a PPC platform for keyword and audience-based businesses. Roofing Facebook ads appear in the news feed and the right side ink bar. Account managers can customize according to audience demographics and psychographics, previous searches, budget constraints, and more to provide the best ROI possible. You can create ads through the business menu on your Facebook account, and you can measure them using Facebook analytics tools that are accurate and easy to use.
Instagram offers an ad platform like Facebook, which can be set up from your Instagram menu once you have a business account. Like Facebook and Google, you can customize your ad audience by demographics and psychographics, budgetary constraints, and even online viewer behavior. While not as extensive as Facebook or Google, this platform also offers analytics tools such as engagement, follows, and more to measure your Instagram roofing ads campaign’s success.
Like with any PPC roofing ad, Facebook and Instagram ads should have a clear message as well as a call to action. While not required, these ads that boast images and videos tend to be much more successful on these platforms. These ads can direct your viewers back to your social page to increase likes, follows, and engagement or link to a landing page to maximize website traffic and conversion rates.
Other Roofing PPC Advertising Opportunities
Along with Facebook and Instagram, there are PPC marketing opportunities for your roofing company on just about every social platform. YouTube, Twitter, and Snapchat offer PPC advertising plans that operate mainly off of keyword bidding and audience selection and can help expand your reach even further. Like with leading PPC platforms, these ad hosts provide customized budgeting, sometimes without a minimum dollar amount, and offer analytics tools that can help you hone your campaign for maximum results. YouTube provides a unique PPC platform that displays your ad at the beginning of other videos and the right link bar. This unique ad display format allows users to view your videos with a clickable link that encourages conversion. Other social media platforms like Snapchat and Twitter also provide PPC marketing plans and tools you can utilize to build backlinks, aggregate new web traffic, and build followers and engagement on the social site itself.
Organic Roofing Advertising on Social Media
While PPC campaigns have proven to have a remarkably high success rate, don’t discount the value of organic roofing advertising on these platforms. After all, these platforms exist for making a connection, so why not take advantage? With over 2 Billion users, social media platforms can help maximize your reach and web traffic. However, using each platform appropriately and productively takes planning and organization.
The biggest problem most businesses have with social media posting is deciding what content is most beneficial. Studies show that content that provides helpful information tends to carry the most engagements. In fact, in a 2018 survey by Edelman, 63 percent trust an industry expert while only 42 percent trust businesses. Therefore, using social media platforms to deliver helpful advice and information can dramatically boost your reach and web traffic. To create a productive social media account for your business, try these tips:
Post Regularly: Social media posts typically have a shelf life of one hour to one day. Post regularly to keep your brand center stage.
Use Rich Media: While not required, social posts with images or video are twice as likely to attract views and engagement.
Use Keywords: Like in searches, keywords matter in social posts and boost visibility and reactions.
Include Links: Along with your post, include calls to action and links back to your roofing site for ultimate results.
Using Video and Images in Your Posts Helps Boost Post Engagement and Response.
Social Media Analytics for Better Roofing Advertising
Along with your company’s social media account, the platforms provide you with an array of analytics tools that can help you identify the best advertising avenues for your business. These metrics provide information on engagement levels, sharing, new followers, and more to give you a comprehensive overview of your social media roofing advertising efforts. Use these metrics to hone your campaign and posts and create content that engages your prospective clients.
More Productive Roofing Advertising With Remarketing
Remarketing is a digital marketing technique that uses tracking codes to collect visitor information and re-present relevant marketing material. When your site’s HTM contains remarketing code, a visitor who views your roof repair webpage may later see an advertisement for free roof inspections. This form of roofing marketing boosts response and conversion rates by presenting information to viewers who have already visited your content.
On the Google platform, remarketing efforts are set up as campaigns and established through its metrics. You can design your remarketing campaign to reflect viewers who searched past keywords, past viewed content, or even website behavior to hone in on the precise audience. You can schedule ads to appear at different stages of the conversion process to offer special deals that encourage goal completion, or they can present information on products and services that your viewers previously accessed. By using Google remarketing, your ads are nearly 70 percent more likely to be viewed.
Like Google, Facebook offers remarketing efforts for your PPC campaigns. This platform uses a code snippet embedded into each page of your site and tracks customer behavior. Then your ads are remarketing to these viewers while they are visiting Facebook, either on their news feed or on the link graph located to the news feed’s right. Remarketing to these customers re-presents information with which they previously engaged. These ads may possess more details, a special offer, or another call to action that encourages the viewer to complete your goal. Facebook easily tracks these efforts through the analytics platform.
Roofing Keywords and Their Importance
Whether you’re working on your roofing SEO or creating a PPC marketing ad, keyword research is crucial to your project. Keywords are the main terms that the general public uses when performing searches on Google and other search engine sites. Bot crawlers use these terms to index websites and ads according to content and search relevance. Without proper keyword usage, your site and ads will not appear in searches. Luckily, many reputable programs and platforms help you identify the best roofing keywords to use on your roofing site and in your PPC ads. Programs such as MOZ and SEMrush provide important keyword metrics such as volume, cost per click, and competition, which can help you identify the most beneficial term group for your roofing advertising.
When planning which roofing keywords to implement into your marketing efforts, you want a combination of keyword types for the best chance of appearing in searches and on news feeds. While national keywords such as ‘roof repair‘ and ‘roof replacement‘ get searched the most, the cost per click can be steep, as can the competition. To get maximum reach, include local and service keywords like ‘foam roof installation in Dallas, TX‘ or ‘wood shake roof repair‘ that are more specific and carry a lower cost and competition rate. These types of keywords provide a better ROI for your roofing marketing and offer more promising roofing leads for your company. To identify the best keywords for your roofing advertising and website, look for information on these key metrics:
Volume: Information on how many users performed searches for this keyword
CPC: Dollar amount it will cost every time a user clicks this keyword in a PPC ad
Keyword Difficulty: How difficult it will be to outrank your competitors for a top spot in searches
Competition: The level of competition between bidders
CTR: The percentage of clicks that are available for organic searches as opposed to PPC and other ads
These metrics and reports give valuable, up-to-date information for each of your keywords. The reports can tell you the likelihood your term appears in organic and paid SERPs, how steep the competition is for the word, and how likely the term will be successful when used on your roofing website or in roofing advertising efforts.
Expert Roofing Advertising Creation
When you’re competing for roofing leads in your community, every effort is essential. While digital advertising is today’s best way to reach potential customers, the technicalities and actions require skill and know-how to outrank your competition. When you want flawless roofing advertising that gets your company results without busting your budget, turn to the Roofing Webmasters roofing marketing pros first. Our team has the experience and knowledge to develop a roofing advertising plan for your business that expands your reach and gets you noticed for better ROI and more roofing leads for your team. We work with you to provide a customized marketing plan that fits your target market and encourages action, so you always get your money’s worth. For roofing advertising that you can count on to get results, call the Roofing Webmasters experts today to schedule your appointment.
There are many SEO scams online in today’s marketplace, and roofing companies can fall victim to their shadiness. On today’s podcast, Nolen and Jason of Roofing Webmasters discuss SEO scams for roofers and how to avoid lousy marketing companies like the plague. Investing marketing dollars wisely can make or break your roofing business, and choosing the wrong agency can ruin your company. Let’s take a look at some surefire scam signs.
Any roofing marketing agency that locks you into a long-term contract (6 months or more) should be considered a red flag. Roofing companies should only partner with agencies that offer month-to-month agreements so that they can keep them accountable. In addition, once you’re locked into payments, your agency can stop worrying about your website because they get paid either way.
Black Box Billing
One of the biggest scams in digital marketing is black box billing for PPC. If your agency handles your Google Ads, they should offer transparent billing through Google. You should know how much of your ad spend goes directly to your Google Ad campaigns and how much goes into your agency’s pockets. If they can’t provide detailed billing for your PPC campaigns, you have entered into a bad deal.
Choose Your Keywords
If an SEO agency asks you to choose from a list of keywords, run for the hills. While it might sound like a good idea at face value, the reality is that choosing keywords is a horrible SEO practice. A good SEO agency will optimize your website for every viable keyword in your niche rather than limiting it to select keywords. Worse yet, most of the listed keywords are easy to rank for and require very little expertise from the agency. As a result, they fool you into thinking they accomplished something great when most SEO companies could easily replicate the rankings.
Branding and Big Words
Any highfalutin marketing agency that tries to act superior by using vague terminology that makes them sound smarter is acting in bad faith. If they speak about branding from a conceptual standpoint, they’ve likely hooked you into a bad deal. The actual value of branding is lead generation. So the idea of branding from a theoretical perspective is a waste of time. Unless your agency can show you how their services lead to sales, they are just talking to sound smart.
General Marketing Agencies
Not every generalized marketing firm is terrible, but it certainly helps to choose an agency that focuses on roofing. If your agency handles everything from eCommerce to medical accounts, they may not have the expertise to handle roofing, or they may lose your account in a pile of higher-paying clients. If you choose a general SEO company, make sure they can provide examples of roofing campaigns they’ve helped succeed recently.
SEO for roofers has been around for decades. At this point, roofers understand that outranking other contractors on search engines like Google is critical. But how can these roofers learn the SEO strategies and tips that boost their website to the top of results? If you need more clicks, leads, and sales, the following SEO plan can help.
Roofing Webmasters is known as the best SEO company for roofers. However, many of our roofing clients like to understand the SEO process better. This guide will outline Search Engine Optimization (SEO) and how to rank your website on search engines like Google.
In this roofing SEO guide, you will discover:
What is roofing SEO, and why is it essential
Best strategies for keyword research and optimization
Best strategy for on-page SEO
Best strategy for technical SEO
How to earn high-quality backlinks from credible sources
How long Roofer SEO takes to start working
How to track, measure, and analyze SEO performance
How to use DataPins to increase organic traffic 25x
Starting the Roofer SEO Learning Process
After completing this guide, you will better understand SEO for roofing companies, its purpose, and how to use it to generate high-quality roofing leads in 2022.
In addition, you will have the tools to rank your website for thousands of keywords on Google and other search engines.
What is SEO for Roofers?
Roofer SEO is the process of refining digital content to rank higher on Google search results for industry-relevant keywords. Search Engine Optimization (SEO) can include various tasks, including title tag editing, keyword placement, internal and external link-building, and website enhancement. SEO can apply to an official roofing company website, Google Business Profile, and other online entities. Any task performed to increase organic search rankings, impressions, or clicks is a form of search optimization.
Why is SEO Important for Roofing Companies?
Let’s say you own and operate a roofing company in Lubbock, TX. Ranking #1 on search results for “roof repair in Lubbock, TX” and other similar terms will drive relevant consumers to your business. Whether they find your Google Maps listing on the Local 3 Pack or locate your roofing company website in traditional organic results, they discover your roofing company name, address, and phone number. With that information, they can now contact you directly.
In short: higher rankings ultimately produce increased lead generation and sales, which is what every roofer wants.
Successful digital marketing strategy goes beyond the rankings themselves. For example, once a visitor enters your website or views your listing, you want to make it as easy as possible for them to contact you. Not every website visitor becomes a lead, but you can improve the percentage of those that do. Each service requires clear explanations so that prospective customers can quickly determine that you provide what they are looking for when visiting your site for the first time. These and similar tasks form the conversion rate optimization process (more on that later).
SEO Strategy: The Planning Stage
Search engine optimization is not an as-you-go process. A well-laid, detailed strategy is essential for SEO to work properly. With this in mind, Keyword research provides the foundation of SEO strategy. First, roofing contractors must identify terms that attract the most relevant consumers to their website and other digital assets. Your business should note each keyword’s search volume and competition level—tools like Moz, SEMRush, and UberSuggest provide volume metrics.
Choosing the right keywords benefits all your subsequent digital marketing activities, such as developing a URL hierarchy, writing content, and executing on-page SEO.In other words, you must nail your keyword selection.
Keywords and search queries aren’t just abstract concepts floating out there in space. In many ways, they represent your target customers. That’s why keyword research tasks should be calculated and intentional. If you run a roofing company in Hartford, CT, you aren’t going to want clicks from people in New York City.
Don’t worry. Local websites aren’t competing against everyone in the country for the same term. So high-volume keywords like roofer, roofing company, roofing services, etc., depend on the searcher’s location. Before starting their more extensive keyword research, every roofer should be aware of the top roofing keywords. These terms are the basis of your overall strategy. They also inspire ideas for long-tail keywords that will be even more relevant to your local business and help you generate the right kinds of roofing leads in 2022.
When it comes to connecting with people in your community, the most optimal keywords include references to the target service area. The keyword “roof repair” shows consistently high volume throughout all parts of the United States. If your roofing company serves Atlanta, GA, your keyword would be “roof repair Atlanta” or “Atlanta roof repair.” In other words, you want the keyword+location to create a local keyword.
Many of the tools previously mentioned (Moz, SEMRush, etc.) can show you the volume of local keywords. For example, according to Moz, “roof repair Atlanta” has a search volume of 11-50 and, therefore, would be a better term to target than “Atlanta roof repair,” which has a volume of 0-10. You should still use both terms within the body of your content in support of Latent Semantic Indexing (LSI), something we’ll discuss in greater detail later. However, for your traditional on-page SEO (meta, title, headers, etc.), “roof repair Atlanta” will be the more valuable search term.
The most successful roofing websites use interior pages to describe more specific services their company offers. Just like your homepage, these internal pages should intentionally target keywords you want to rank for.
Let’s say your roofing company provides a modified bitumen roof installation. You’d want to research the volume for terms like “modified bitumen roofing services” and “modified bitumen flat roof installation.” Once again, you will want to add the location term to make it long tail. The keyword for a roofing company in Louisville, KY, would look like “modified bitumen flat roof installation Louisville.” With such a long-tail keyword, you’d have a significant chance of ranking in the top 5 on search results for that query. If you execute it really well, you might even score the #1 placement!
URL Structure & Hierarchy
Once you research and identify the best keywords for your roofing company, you can then construct a URL hierarchy. In simpler terms, you’re building a map for how your pages will be organized. Every website has a homepage, and most have an About Us and Contact Us page as well.
What separates roofing websites from each other is the structure of the site and how deep it goes.
At the top of the URL, hierarchy are your main service pages, also known as top-level pages or “parent” pages. For larger roofing companies providing both residential and commercial services, those two main categories would each serve as a parent page. The URL for these pages would look something like this…
Under those main pages would be more specific, lower-level or “child” pages. “Commercial Roof Replacement,” for instance, would be a child page of Commercial Roofing, while “Residential Roof Replacement” would be a child page of Residential Roofing. In the URL, a child page would look like this…
Child pages can be further broken down into sub-levels as needed. If you have a parent page of Commercial Roofing and a child page of Flat Roofing, you can have yet another child page beneath that for something (like Modified Bitumen). You should not go more than 3 pages deep in a hierarchy however, as longer URLs are difficult for Google to crawl and therefore less likely to rank well on SERPs.
Images & Videos
User experience plays a key part in a website’s performance. That’s why images and videos naturally fit well in most SEO strategies. Designated certain images for specific pages, you prevent duplication and accidental mismatches. The best images are always original, meaning they are shots of your actual company, facility, employees, equipment, and transportation. The worst images are stock photos, which are the last resort for roofers who don’t have any photos of themselves.
Search Engine Optimization: The Implementation Stage
SEO is a massive-scale undertaking spread across multiple activities. You shouldn’t expect to understand every optimization method utilized on the web at first glance. Several concepts may seem foreign to you, at least initially. If you’re wondering whether or not a specific activity is part of optimization, just remember this:
Any activity that influences rankings can be considered part of SEO.
Critical planning and research make it easier to implement your SEO strategy smoothly. The better the overall picture you create in advance, the easier it will be to maintain a cohesive plan as you arrange your website, listings, etc. Again, SEO is not an as-you-go process. As the saying goes, “Failure to plan is planning to fail.”
When visitors arrive at your roofing website, it takes less than a second for them to form a subconscious impression of your brand. This decision instructs whether or not they stay on your website or move on to the next result on the previous SERP. There are several factors at play, subtly influencing a user’s experience. Some of them are less tangible, like aesthetic taste. Other factors are more easily defined, such as resolution.
Aside from a pleasant appearance, users also crave simple navigation, clear and convincing calls to action, clean graphics, and instructive menus. They want to feel confident about the company’s reputation and leave with an impression of trust and reliability. Websites with obsolete designs are more likely to be perceived as scam-y. If it looks like your business page was created with DreamWeaver in 2003, you can expect Google to remove it from the top of search rankings.
The most important part of local SEO for roofing companies is contact information. Since the lead conversion funnel is predicated on the visitor’s call to action, NAP visibility is paramount. For those unfamiliar with the acronym, “NAP” stands for “name, address, & phone number“.That information should be clearly evident on each page of your website (especially the homepage).
It can’t just be present, however. Your NAP data should be accurate and consistent across every single page. A mistake with your company address or phone number can result in a substantial loss of leads. Worse yet, it can initiate a snowball effect that drops your rankings because of poor user experience and decreasing trust. Even a small error can have large implications for a roofing contractor. For this reason, checking your phone numbers on each page is a good habit to get into. Ensure your NAP information is consistent across your off-site listings, such as the Better Business Bureau!
Call To Action
A call to action (CTA) is an element of your site that directs visitors to perform a given action, such as calling your office. Your NAP data often accompany it. Strong calls to action provide a compelling incentive to your visitors, encouraging them to call your number or complete some other kind of action that gets them inside your sales funnel.
CTA’s vary significantly in complexity and design. They urge users to call your number from their mobile device (i.e., a clickable phone number button), while more complex CTA’s cast a less demonstrative hook (such as a “Free SEO Audit” button). CTAs have different goals and functions too. A Free SEO Audit offer casts a wider net, targeting uncommitted prospects currently at the start of the sales funnel. This type of offer may not convert people as effectively as direct phone calls, but it at least puts them on your radar and generates some buzz for your local roofing company.
Nothing establishes trust faster than personalization. Your roofing company website should display images of your roofing company. It doesn’t matter who takes the photos. It can be as simple as snapping some photos of your employees and trucks with your smartphone device. If you like, hire a professional photographer to follow your crew for the day.
You have a multitude of options to personalize your website. Your homepage deserves original photos most of all. Prospective customers want to know who they’re dealing with. Effective roofing marketing speaks directly to the consumer. Common stock photos won’t convey trust but limit website conversion rates instead.
Badges & Accolades
Personalized photos of your business create trust. Badges and accolades create further build that confidence in your brand’s reputation. If your business has ever received any type of certification, it probably comes with a digital badge for use on your website. This can be from national organizations like the Better Business Bureau or local ones like your regional Chamber of Commerce. Other ideas for badges include newspapers and news websites on which you’ve been featured. Have you ever been interviewed by a local reporter? If so, you can absolutely add an icon of the newspaper in an “As Seen On” section of your website.
Consider prestigious certifications like these below when adorning your website:
Images are great, but videos are even better. If you have video footage of some of your roofing jobs, perhaps before and after shots, they can really take your website to the next level. Video is the fastest-growing content asset in the world, and very few roofers feature them on their company websites. This represents a market inefficiency for roofing contractors to capitalize on simply by taking the time to produce videos.
This footage can be captured with a basic smartphone. No need for a professional videographer! The ideal strategy is to upload your video to YouTube, then embed the code from that video into your website’s HTML. This way, you have a chance to rank on both video search engine results and YouTube while enhancing your company website’s user-friendliness. Video content can even support higher rankings. Even audio-only podcasts, which can be syndicated through Apple or Spotify, can quickly increase brand appeal.
Most roofers understand the importance of Google Reviews, but did you know that showcasing testimonials on your homepage influence SEO results too? For one, reviews are user-generated content, which Google loves. Secondly, verifiable reviews showcased on your company’s homepage promote an enhanced user experience, promoting visitor trust. Some plugins allow you to showcase reviews on your homepage. One of them is DataPins, which actually helps roofers generate more reviews on GBP and Facebook while showcasing the ones they already have directly on their website. A plugin like this offers numerous SEO benefits for roofers because it combines user content, trust, and brand awareness.
In 2022, it shouldn’t be surprising to learn that most visitors access websites through mobile devices. With this knowledge, every roofer should ensure their site is mobile optimized. With the onset of Google’s mobile-first index update, they’ve made it clear that pages with mobile-appeal will be given priority on search results. There’s no shortage of factors that can enhance a mobile webpage, and the same is true of factors that can ruin them. Enhancements include responsive design, clean navigation, and clickable calls to action.
Negative factors include viewport distortion, slow loading times, and image misalignment. As you might imagine, the attention span of mobile users is exceedingly short, and there’s little that can be done to retrieve it once it has passed.
Google Analytics Tracking
The best tool Google has to offer roofing companies is Google Analytics. It provides measurable results of your website’s performance and can produce reports to help improve weaknesses and capitalize on strengths. Perhaps the most important feature of Analytics is the Acquisition Report. This report tells webmasters how many visits their website is getting on a daily, weekly, monthly, and yearly basis, including a breakdown of where the clicks are coming from (i.e., organic, direct, referral, etc.)
Although Analytics is somewhat limited in that they reveal very few of the exact search queries that lead to your clicks, simple comparative analysis can help you deduce exactly what is driving your traffic and instruct ways to take the next step moving forward in 2022. If you see sudden shifts in your traffic, either up or down, you’ll be able to diagnose issues and address website needs.
Browsers in 2022 will warn users when they are on a website that is not secure, meaning one that has Http:// instead of https://. If you are unfamiliar with SSL security, it is a security protocol that protects data transfers over the web. Sites that have it enabled are https:// addresses, which is exactly what you’ll want your site to display. Not only is SSL indicative of trust, but it makes for a superior user journey. While roofers rarely sell products online (e-commerce), they still want to create the optics of strong security. Because it can influence a user’s perception of your site, SSL must be considered, at the very least; an indirect SEO ranking factor for roofers in 2022.
Local SEO for Roofing Companies
Local roofers rely heavily on Google Business Profile and Maps to help their business rank on local search results. The address listed on your homepage (something we discussed previously) should exactly match the one listed on your Google Business Profile listing, which will, in turn, appear on Google Maps. The goal is to appear in the Local Map Pack a snippet of the top 3 GBP listings in a particular service area. Of course, you’ll also want to rank on traditional organic results for queries involving your target keywords and locations. Keep in mind that you should only target cities that you can actually service and that the closer your address is to the target area, the more likely you are to rank for the term, especially on Google Maps.
Some companies are large enough to where they require multi-location SEO. This is only true for roofers with more than one legitimate business location with a verifiable address. Since Google Business Profile listings are verified through postcard confirmation, any kind of illegitimate address is prohibited. These include virtual offices, PO boxes, and anything that cannot be considered a place of business. Google Business Profile recently altered its requirements for businesses that operate out of a house. If your roofing business address is also your residence, GBP asks you to not include the address itself on the listing. Still, you’ll need to verify that address privately using the aforementioned postcard verification method.
Local Business Citations
Most roofing contractors have heard of directories like Angie’s List and HomeAdvisor, which are platforms for NAP citations. There are countless amounts of directories on which to cite your local roofing business. From niche directories like Angie’s List and HomeAdvisor to more generalized platforms like Yelp and BBB. Some of these directories offer premium services which you should consider separate from the citation itself.
The goal is to claim all of your free citations and ensure the accuracy of the existing ones. Sometimes you’ll find that citations that were never manually created by you exist. This can be from data mining sources like Acxiom, which pulls your company info from public records and then sells it to the major data distributors. Tools like Whitespark and Moz Local can help you claim and correct citations.
In congruence with claiming business citations on local business directories, you’ll want to simultaneously ensure their consistency. Tools previously mentioned, like Whitespark and Moz Local, can help streamline that process, especially for tenured businesses with thousands and thousands of citations. Accuracy is, of course, the most important factor, but consistency also matters. Even if your address uses a suffix that varies in spelling, you want it to be identical on every citation. For this reason, choose a singular suffix spelling and stick with it for every citation.
Google Business Profile Optimization
Google Business Profile (formerly Google My Business) is a directory in of itself but it is also so much more than that. It is the central hub of your entire local SEO strategy. Not only should your GBP listing be claimed, verified, and accurate, but it should also be optimized for conversion. We spoke previously about website conversions, but GBP listings can also be a major source of leads. Optimizing your listing with company photos, Google posts, and Q & A content is the best way to increase conversions. Furthermore, you want to include the Call Now button so that mobile users can click straight from their mobile device and connect with you through a call.
Even roofers with one location often serve multiple cities within a radius. You must create unique and informative city pages optimized for their respective locations to reach those cities. We strongly discourage mass production of city or county pages, a tactic known as “spinning.” Spun content is written by software AI and makes readability robotic and spam-like. Some roofing contractors use the software to mass-produce pages for every city, town, and county within their general area.
Search engines have smartened up to this pitiful concept and penalized websites that engage in it. You should still write city pages, but they should be unique and specific to the location that they are optimizing for, rather than a re-hashed duplication of another page.
On-Page SEO for Roofing
The general public most widely understood optimization components are methods known in totality as on-page SEO. They include altering title tags, meta descriptions, header tags, URL slugs, and content writing. The SEO strategy created earlier in the process will frequently be used with on-page optimization. You will take the keywords chosen in your research phase and implement them onto your web pages in various formats. Most roofers who have some knowledge of digital marketing associate Roofing SEO with on-page methods, and rightfully so. They are the most straightforward tasks and the ones that are most frequently discussed in the mainstream.
Roofing SEO takes time and patience, but it also has a lasting influence. When you optimize a page for search, you are not just looking for short-term gratification but also for long-term equity. Pages that you create and optimize today could end up serving your business well for decades to come. As they grow older and gain tenure, they will also gain authority. The better your pages are optimized, the higher they will rank, and the more they will venture into other forms of roofing SEO strategy, including off-site, local, and technical SEO. Knowing this, it is important to be precise when performing on-page tasks.
The keywords included in your strategy will be deployed in various ways during on-page optimization. From title tags to meta descriptions and the body content in between, you should use keywords properly by placing them in the most opportunistic spots. The left-hand side of any of the elements mentioned is normally that spot. But be careful, you want to avoid redundancy, and you want content to enhance the reading experience, not hinder it. So if your keyword is roof replacement in “city”, your title could be Roof Replacement in City, your H1 could be Roof Replacement Services, and your meta description could read; “Roof Replacement Services From [Company Name] Are Affordable, Reliable, and Easy to Schedule. Residents of [City, State] Can Call [###-###-####] To Schedule Their Services Today!”
You now have the keyword in three on-page elements without any of them sounding spam-like or misleading. You should follow suit for H2 and H3 tags, as well as image alt text and the paragraph content on the page. One thing to remember at all times is; never stuff keywords. Only use the term within your paragraphs when it makes sense to the reader.
The Title Tag or SEO Title of a page is the one that appears on search results as the clickable portion of the result. You want keyword relevance, of course, but you also want something that urges people to click. A user clicks on a page increases its click-through rate (CTR) and signals to Google that people like what they see from your initial result. This can be a double-edged sword if you’re not careful. You want an appealing title tag but also one that is representative of your actual website and services. You don’t want to mislead anybody because they will just exit immediately if they feel like they’ve been swindled.
For local roofers, you won’t need anything too over the top within a title tag. It might be something as simple as “Roofer in Atlanta GA | Schedule Your Roof Inspection Today.” Analytics will help you monitor the click-through rate, and you can adjust your title tag based on behavioral metrics. Moz can help you preview a title tag to ensure it’s within the character limit for optimal presentation.
The text underneath the title tag on a SERP result is known as the meta description. Depending on who you ask, the character limit is either 150-160 or 300. Google had temporarily changed how they showcase certain meta descriptions but have resorted back to their original methodology. A meta description should appeal to the search engine user like the title does. It’s not quite as important because fewer people actually read it.
Still, it helps to have one instance of the keyword and an accurate depiction of what the user will find when they click through. You can even include your phone number at the beginning of the meta description so that consumers have the option to call you before ever entering the site.
Headings are important for formatting purposes, but research shows that they also matter for search rankings on a more direct level. There are several types of header tags. You have your H1, your H2, and your H3. Some websites even have H4s and H5s, depending on their style sheet. The header that matters most for on-page SEO is the H1. It is essentially considered a subtitle on a given web page. That’s why it’s ideal to have your keyword within the H1.
But as we stated before, your H1 should never look spammy. The keyword must fit naturally within it and make sense within the page’s context. H2s and H3s are more important for formatting than anything else. But as you should know, formatting enhances the ease of use, positively impacting search rankings. They also serve as a great way to categorize sections of a page.
The URL slug or the permalink is the section of a web address that appears on the right-hand side. So if your website is MyRoofingCompany.com and your page is created as a lower-level page underneath a parent page like Residential Roofing, your URL Slug would be MyRoofingCompany.com/residential/enter-url-slug. What you fill in as the URL slug should be topically relevant, concise, and if possible, include the keyword. An example of a good URL slug for residential roof repair is MyRoofingCompany.com/residential/roof-repair.
You’ll notice how that reads better than an alternative like MyRoofingCompany.com/residential/residential-roof-repair. There’s less redundancy in the former example, and the latter is harder for search engines to crawl and also uglier to look at for your visitors. URL slugs are also known as permalinks because they are permanent. If you end up not needing the page anymore, you can implement what is known as a 301 redirect, which will auto-direct a user from that page to a newer update. Still, the permalink will remain intact.
Image Alt Text
A sometimes overlooked on-page optimization factor is image alt text. It is the description of an image on your web page. For those of you who don’t know, an image file should always be titled in lower case letters with dashes. If you upload an image of your roofing truck, a good file name would be company-name-truck.jpg … or something to that effect. Once the image is uploaded and embedded into your content, you should fill out its Alt Text.
This is more or less a description of what the image is. So if it’s your truck, the Alt Text should be very similar to the title: Company Name Truck. This is a small but effective task for on-page SEO.
Off-Site SEO for Roofing
If you’ve wondered why on-page SEO isn’t just called “SEO”, it’s because there are other kinds of optimization that take place away from a website and its pages. These tasks are referred to as off-site SEO or sometimes off-page SEO. Regardless of which term you subscribe to, the concept is the same. Google evaluates signals from external sources to judge your web presence in totality. A clear example of this is inbound linking. In fact, inbound links were the original measure of a website’s value and remain an important ranking factor today.
Although link building was once easy to manipulate, that is no longer the case. Successful off-site optimization requires more work than it once did. For links to hold value, they must be relevant to the entity to which they link. A diet pills website that links to your roofing repair page will not do much to boost its value in the eyes of search engines. Links come in many forms, including from social media platforms, business listing directories, and other websites throughout the net. The goal for off-site SEO is to expand brand awareness and develop a web presence over time.
A company website is not the only representation of your roofing business online. With Facebook, Instagram, Twitter, LinkedIn, and YouTube, roofers can leverage free social platforms to expand brand awareness. Since these web entities exist exclusive from your main site, they are considered “off-site” and, therefore, part of an off-site SEO strategy. Many times with social media, on and off-page methods can be merged. For instance, sharing an internal blog post on your LinkedIn feed contributes to both on and off-page elements. Moz also considers social signals to be a local ranking factor, and so social media activity in and of itself is likely to enhance your overall development.
There are so many ways to build inbound links to your website, some of them help, and some of them hurt. Antiquated tactics such as buying links from blog comments or PBNs are frowned upon by Google. While they won’t necessarily cause penalization in 2022, their zero-sum value contributes to a depletion of resources. Better ways to build links involve networking with other web entities or personalities, including marketing influencers.
Blogger outreach is a way to pitch your website’s relevance for inclusion in a guest post on another domain. The more relevant the domain is to your roofing company, the more link juice will navigate towards it. Earning links naturally remains the safest and most effective strategy, and writing great content that ranks is the best way to achieve that goal.
Technical SEO for Roofing Contractors
Websites earn rankings not just from on-page optimization or off-site link building but also from technical optimization. Technical SEO is executed behind the scenes on the back-end of a website. It involves the refinement of HTML & CSS coding as well as the implementation of microdata tags known as schema markup. Schema helps search engines parcel data and most appropriately rank your website based on its subject matter and relevancy. Technical optimization also involves issues like 301 redirection, XML sitemaps, and site speed optimization.
For roofers without knowledge of computer programming, technical optimization can be the most foreign. To the average eye, HTML and CSS looks like nothing more than gibberish. But Google views the code far differently than an internet user would. To Google, the technical aspects of a website are important when determining its inherent value. Most of all, they contribute to the process of driving relevant users to websites that will address their needs.
When a webpage is no longer valuable to visitors, it should be redirected to a more relevant page. You don’t want to just outright delete a page because it has already been indexed on search results. If you delete a page, it can cause major problems for your website, frustrate would-be visitors, and hurt your roofer SEO efforts. With a 301 redirect, the URL destination will remain indexed but funnel the users who click through to a superior page without them even realizing what happened.
Every website needs an XML sitemap to encourage Google to index every page. Since not all pages will be internal links from the homepage, you still want them to be indexed on search engines. Sitemaps are particularly useful for larger websites, as Google has a more difficult time crawling the number of pages present on sites like these. Like with other forms of technical optimization, the goal is to make Google’s crawling process as simple as possible.
Site Speed Optimization
Choosing a Roofer SEO Agency
For most roofing companies, incorporating SEO yourself is a tall task. You don’t have the time or resources to devote to everything this guide covers. As a result, you will have to choose a good SEO company to implement these strategies on your behalf. Before selecting roofing SEO services for your company, you should consider a few things.
Does the SEO company have a proven track record of success? Many have case studies on their website demonstrating organic traffic improvements over a fixed period. Of course, you shouldn’t automatically trust these studies either. Still, the fact that they can showcase previous results is a green flag in 2022.
SEO service pricing is a big factor for roofers. After all, who wants to pay $2,000+ per month for SEO? The most honest agencies will charge around $1,500 per month for search engine optimization, as this is a good budget to fund your SEO campaign. Be careful, however, as some agencies lock you into a long-term contract.
You learned how reviews impact your roofing company and its SEO. The same is true for whichever agency you research on Google. Check the Google Reviews for your top 3 agency considerations and compare and contrast the feedback. Google Reviews are the most trustworthy source as they guard against fake reviews or spam reviews.
Last but not least is your comfort level with the SEO provider. Does your point of contact sound like a salesperson? Or do they sound like someone who genuinely understands SEO for roofing contractors and how it can apply to your online campaign? In addition, attentive SEO specialists should craft a unique plan for your company. Perhaps you offer a specialty service which they should represent on your company website.
Employing a solid, strategic social media marketing plan for your roofing company is a great way to reach the millions of users who tap into social media on a daily basis. According to Pew Research Center, over 64% of U.S. adults aged 18-64 are on at least one social media platform, including Instagram, with greater use among the younger cohorts. As a result, optimizing Instagram captions is very beneficial.
Social media usage among U.S. adults as of 2018 (Source: Pew Research Center)
There are many social media platforms to choose from, and new ones emerge or morph seemingly all the time, but focusing on maximizing your presence on the social media sites/networks you choose to leverage for a new roofing business will help your roofing SEO get a boost.
Today we’re going to focus on one social media platform — Instagram — to learn more about how to optimize roofing captions for Instagram in 2022.
Best Practices for Roofing Instagram Captions
Optimizing Instagram captions for roofing companies isn’t rocket science. The key is properly reflecting your company’s brand, authority, and mission statement through the caption. As a result, avoid captions that you wouldn’t use on your company website, business card, or in a conversation with a client. To stay on track, stick to the following principles:
Use a Keyword That Matches the Image
Avoid Impulse Posting
Include a Call to Action
Avoid Overdoing Hashtags
Insert Humor or Puns When Appropriate
Be Human, Not Robotic
Showcasing recent reviews from real customers serves as great content for an Instagram post and an accompanying caption.
How Does The Instagram Algorithm Work In 2022?
There is always speculation and experts who will claim to know exactly how to best a given algorithm — be it Google, Facebook, or Instagram — but the most prudent advice is to listen to what the Big Wigs are saying. For example, when Mark Zuckerberg announced in early 2018 that Facebook was focusing on “meaningful social interactions,” as he worded it, it makes sense to think about how you, as a business, can tailor Facebook Ads and posts to align with this direction and intent.
Don’t try to “beat it,” but understand that there are better approaches than others to perform well on a given platform, so start with an open mind as you optimize social media marketing.
Regarding Instagram marketing, it shouldn’t be surprising that the best practices dovetail with the direction Zuckerberg shared for Facebook, given that Facebook owns IG. The goal of the social media leaders is to encourage engagement and to keep social media social. So, tough love moment: if you show up on Instagram just to “sell,” you’re missing the point.
If you take nothing else away from this article, remember—ENGAGEMENT. In the world of Instagram, this means comments, Direct Messages, and utilizing features like Questions and Polls in your Stories. We’ll get into more detail on some of these shortly with specific tips for working the Instagram algorithm for roofing SEO, but don’t forget that active actions will boost visibility, not passive actions, such as mere likes and views.
Step Outside Your Instagram Feed To Engage Better
One of the most important aspects of performing well on social media as a roofing business is to change with the times. This can be tough to stay on top of, admittedly, which is why this is often an area that roofers delegate to a social media management team. Nevertheless, you want to know that what you’re putting out there (even on your behalf) is fruitful and relevant. So let’s look at how that’s done.
Leverage Instagram Stories To Get More Attention
The algorithm that drives the Instagram feed — where you see a steady stream of images from people you follow and sponsored posts — is tough to crack artificially, and let’s be frank; most people don’t want to see a company post as much as they do pictures from friends and family.
However, Instagram Stories have allowed companies to improve their visibility and create a welcomed alternative to overly-staged content that so many complain about with Insta. In fact, Later, an Instagram scheduler platform identified authenticity as one of their Instagram marketing trends. (They also have a great article about how to use Stories as a business to make the most of Instagram for roofers. Give it a read!)
Stories tend to get more play these days, and Facebook even introduced this feature into their platform, given the warm reception. This is a fantastic way to set your roofing company apart from the rest and to show up uniquely to potential customers.
Share some behind-the-scenes looks at roof repairs (don’t forget to hashtag those roofing keywords! #roofrepair), spotlight your awesome team with some quick interviews focused on fun questions (like favorite foods, TV shows, or most beloved thing about your city), and share your posts on Stories too. Remember: users may interact with Stories but miss your post on their feed, so show up on both to maximize access to your great content.
Speaking of content…
Let’s Talk About Content Marketing For Instagram
A Forbes article about Instagram Marketing gave sage advice: “Post often and proactively engage with your audience.” Not only are you shooting for quantity (frequent posts), but quality matters too. If you plan to foster relationships with followers — or even try to reach those who don’t already follow you via sponsored posts — you’d better think about what they want to see from you and deliver that.
This seems obvious, but try to put on your content marketing hat and ensure you’re focused on increasing your relevancy and authority by serving Instagram users with awesome content related to your work. No one expects you to start posting fabulous #ootd photos (although that could be awesome and earn some legit attention), so create content about roofing that is germane to your service area but also serves a broader audience than your existing client base.
Any marketing aims to increase your brand awareness and (hopefully) increase sales, but lead with industry expertise to establish yourself as an authority in the roofing services realm. Follow with a desire to deliver content that is helpful beyond an explicit CTA (“call to action”), such as warning signs that [your] roof might be damaged after a hailstorm.
Notice that this topic is particular. This is intentional, as it opens up the door for a ton of “drill down” topics within the overarching theme of roofing repairs and installations. But it also allows you to uniquely speak to users who may need that content.
Prioritize Relationships For Awesome Instagram Marketing
I shared earlier that active engagements, such as comments and DMs, are the name of the game to perform well with the current Instagram algorithm. To keep this from becoming forced or painful, approach Instagram as an online community with a huge potential for an invaluable referral network. Think about it: Followers essentially allow you to market to them regularly.
This is amazing! And while the focus isn’t just on gaining new followers — although that will likely follow as you offer must-see content and interact with other users and brands — it’s a great mindset to anchor your social media strategy.
Use Captions and Stories Questions To Interact With Followers
While you don’t need to do it with every single post (that could get annoying), be sure to invite Followers to comment on posts via the captions you write for a given image. It doesn’t have to be explicitly related to roofing, as you may get more responses by asking users to share their worst home repair experience or best moment in their current home. These are still relevant to the services you provide (as a home repair expert), but they broaden the scope for discussion to invite responses and increase engagement.
Stories, as previously discussed, are an entertaining, authentic way to capture the attention of Instagram users. You can include stickers and text to increase your appeal, including the Questions function, which allows you to pose a question and collect responses. You can share these responses after the fact or simply use this as a launching point to interact with respondents via Direct Message.
Some questions you could pose on Stories to initiate communication:
How do you feel about our current weather? Love or hate? (Could be a fun poll, too!)
Metal roofs are all the rage… How do you feel about them? (#fixerupperobsessed)
Tell me your favorite neighborhood in town to house hunt!
What is your biggest concern when hiring a home repair professional?
What was the biggest factor when choosing a new roof for your home?
Example of Instagram Stories and Questions feature for business engagement
Instagram Direct Messages: Response Time Matters In The Algorithm
If I recall correctly, I’ve seen the “magic threshold” as less than 4 hours of response time to demonstrate good engagement with Instagram users who send Direct Messages (“DMs”), which are basically private messages sent within the app. However, the goal should be reasonable and helpful. If you can set up notifications to let you (or whoever is managing your social media marketing) know when there is a new DM, this will increase the likelihood that you can respond in a reasonable time frame.
It’s not uncommon for faithful Instagram users — noting that 60% of these folks check in daily with the app according to Pew — to utilize this platform for as much of their communication as possible, which means that email and phone may not be the only methods by which you can be reached (assuming you want your share of their business).
And while comments may not be as time-sensitive in terms of responsiveness, you should still encourage ongoing engagement by at the very least like the comments on your posts. But ideally, you comment back via the reply function, which demonstrates to other followers that you’re truly plugged in and desire to cultivate relationships. This goes a long way and will help keep your content in view for more and more users.
Just Treat Instagram As Another Viable Channel For Leads
At the end of the day, you don’t have to employ every tip and trick out there to leverage the Instagram algorithm to boost your roofing SEO. But if you focus on treating this platform and its users as legitimate lead opportunities, you’re far more inclined to optimize well and reap the benefits of this robust network.
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