You could be the world’s best roofer, but how would prospective clients know to call you?
Without a clear roofer marketing strategy, you are losing out on countless leads and can be wasting money on ineffective advertisements. Some roofing industry experts used to tout the wonder of print and television ads, but that all changed with the onset of the internet.
If you are looking to increase lead generation, read over these roofer marketing tips to win over clients and search engines.
Consider Redesigning Your Roofing Website
How long has it been since you spruced up your website? If you can’t remember, you’re neglecting one of the top digital marketing tools available.
Whether you offer residential or commercial roofing, an outdated website tells viewers that you are behind the times and don’t invest in your company. On top of this, search algorithms change periodically and could delist your site if it isn’t following the latest standards.
A great marketing program for your roofing business includes routinely tweaking your website to make it more appealing to visitors and Google.
To start, work on these common problem areas:
- Ensure your site has an SSL security certificate
- Test that all pages are mobile-friendly
- Publish high-quality, long-form content
- Check your page speed across devices
- Use the correct Schema markup, so Google can crawl pages
- Incorporate quick links to your contact page
- Post testimonials to improve your social proof
Increase Business with Pay Per Click (PPC) Advertising
Social media has muddied the waters for many roofing companies. Do you concentrate your efforts on social media marketing, or do you turn toward more established players like Google Ads? Ideally, you should have a blend of both, but here’s why PPC may be the winning choice.
Facebook and Instagram advertisements are very easy to set up, but there’s a limit to their usefulness. On these platforms, you select your audience based on their interests rather than their searches. In the end, you could be wasting money on the wrong demographic who don’t need a roofing contractor.
PPC advertising puts your advertisements where they make the most impact — the top of search results. Roofing contractors are increasing their reliance on Google because it serves relevant ads and gives you more freedom to select your target audience.
Brush up on Search Engine Optimization (SEO)
While paid ads will get you at the top of Google, roofers should aim to naturally rank among the top two or three spots on a search page. SEO is the way to make this happen, which is why it is a must-have in any marketing plan.
While optimizing your content may seem frustrating at first, it is worth the investment. Although results take a long time to show, you can get countless free leads over many years.
Here are some SEO quick tips:
- Build quality backlinks from local websites
- Make your content valuable and shareable
- Use keywords naturally
- Encourage visitors to leave comments and share the content
- Include calls to action with your phone number at the end of posts
If you’re not sure where to begin, it’s best to consult a marketing agency.
Aim for Google’s Local Pack
What’s better than ranking first in the top spot? Showing up in the top three local results!
These results sit above all others and include your company name, reviews, and Google My Business information. Seeing in this group is the goal of all roofing marketing pros.
Here are some tips to increase your chance of getting features:
- Claim your Google My Business page
- Create content that includes information about your service area
- Ask clients to leave reviews of your roofing company
- Make sure that all online directories have the right contact information for your business
Use Smart Email Marketing
Marketing services usually incorporate email marketing because it’s an effective tool. However, it is only useful if your clients want to open the messages. Your content needs to provide value, not restate your services.
To start, encourage customers to sign up for your email list. As you grow your existing roofing marketing database, send the occasional email blast. Be sure to include links to your special offers, recent blog posts, and social pages.
Need PPC Advertising Help?
Get in touch with the Click Geeks team today to get more roofing leads. We can help your roofing company build an online marketing strategy that will have your phone ringing off the hook.