Marketing for Roofers: Roof Up Your Roofing Business with Expert Tips

Prince Kapoor
24 July, 2024
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Marketing for Roofers: Roof Up Your Roofing Business with Expert Tips
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You have just completed one of your prestigious projects, and you are standing on the top of the roof with pride in the excellent work you have done. You are enjoying your victory, but there’s one hitch—how do you make sure every homeowner gets to see your masterpiece?

Yes, the roofing market worldwide has experienced growth, increasing from $151.80 billion in 2022 to $161.36 billion in 2023 [source], indicating a compound annual growth rate (CAGR) of 6.3%. With that, competition has also increased. But do not worry; we are here to coach you to win this race.

With the internet growing at an exceptional rate, if you are relying only on word-of-mouth and traditional advertising, it doesn’t cut it anymore. People are moving to the internet for their every possible need. And trust me, they will not look around the neighborhood to find the perfect roofer anymore.

Now, imagine having a steady stream of customers finding you online, excited to hire you for their roofing needs. Sounds great, right? But where do you start?

So, let's begin!

Market Research for Roofers

The first step of “marketing for roofers” is getting to know your market. If you are an established business owner who knows the roofing game well, I assume you have done a good job and can skip this part.

However, I am sure some of you are starting from scratch. This is the most important step you will take, regardless of the type of business you have. This involves knowing your customers and the people interested in your services. Understanding your audience will provide a strong foundation for your business journey. When you understand your audience, the process ahead becomes easier and more successful.

How to do it?

  • See how others are doing in the roofing business.
  • Ensure all your roofing products or services meet the standards set by competitors.
  • Check out your competitors, mainly the local companies. 
  • Make sure you know what you specialize in. Are you providing full roofing services, or do you only provide commercial or residential roofing?

This process is followed by making a buyer persona. A buyer persona is a research-based profile that depicts a target customer according to the business or your niche. It describes who your ideal customers are, what their days are like, the challenges they face, and how they make decisions.

Hubspot provides a complete guide on creating a buyer persona (click here).

Now, we will discuss both traditional and Digital marketing methods for roofers, but we will initially start by discussing how you can establish your presence online.

Keyword research for Roofers ( Nail down the right search terms you want to rank for) 🔨

You might wonder what keywords are. These are the words through which people who need your service will search on the Internet.  For example, consider Lucy, who lives in Manhattan and needs roof maintenance. She might search for "roofing business near me" or "roof maintenance in Manhattan." She will likely contact the first two or three businesses she sees because she believes that those ranking higher are of better quality and more reliable. So, what you need is to make sure Lucy chooses you.

As a roofer, finding the right keywords is critical to getting noticed online. It's like finding the perfect tool for the job. For example, when I want to find out what the keywords for my business will be, I will find out what people are searching for when they need it. This will help me choose the words that will make my business pop up when someone is looking for a reliable roofer. It's important because it's like speaking the customers' language – using the words they use to find exactly what they need. So, getting the right keywords is not just a task; it's a crucial step to being the go-to roofer in town.

It is a very simple method.

  1. List down all the roofing services and nearby locations. 
  2. List down all your services or products (slate roof, asphalt roofs, metal roofing, copper roof)
  3. Combine them.

Now, you have around 16 keywords that you can play around with. We will discuss exactly where you will need these keywords. Don’t worry. Your research has not gone to waste!

Marketing for Roofers: Build a Solid Roof on the Internet for Your Roofing Business

Creating a GBP profile (Google Business profile)

Imagine a neighbor searching for a roofer. With local SEO, your business pops up right when they need it. It's like being the friendly next-door roofer everyone trusts. This is a part of Local SEO, which ensures you're not just another name on the internet; you're the go-to roofer in town, making your business stand out where it matters the most. And the best thing about creating a GBP profile is that it's absolutely FREE!

Steps to create a Google Business Profile (GBP):

Step 1: Setting Up Your Account

Visit the Google Business Profile and sign in or create a Google account. Click on "Manage Now" to initiate the setup process.

Step 2: Business Details

Enter your business name, choose your business location (physical or service areas), and specify the category, e.g., “ Roofing supply store,” that best fits your business.

Step 3: Contact Information

Provide your business phone number and website URL. This ensures potential customers can easily reach you.

Step 4: Verify Your Business

Follow the verification process, which will involve sending a postcard with a verification code to your business address.

After creating your business profile, you need to describe what your business is and what services you provide.

Create a Short Description

Look at the above keyword research guide and create a short description, ensuring there are at least some keywords in the content.

Things to Add to Your GBP Description:

1. Business Hours: You should accurately list your commercial enterprise hours to keep clients informed.

2. Service Areas: Pinpoint the areas your business serves, which is essential for service vendors without getting physical contact.

3. Additional Information: Improve your list by including attributes like door seating, Wi-Fi availability, or wheelchair accessibility.

4. Add Real Photos: Add actual pictures of your business and service that will authenticate your website and business and help you gain trust. People visiting your profile will likely be converted.

A Website that will represent you online (An Online Storefront)

Having a store on the main road is not what it was before. Earlier, it was very important to have your business in the center of the town or city, and it was basically a kind of advertisement that drivers and pedestrians would see every day when they passed. But how many? Maybe the same people who pass by.

Now, imagine getting your business viewed by millions of people online. That is what a website will do to your business.

Apart from getting views, it will also help you in

1. Getting More Leads Online

2. Showcasing Your Company's Credibility

3. Becoming the Most Convenient Option

4. Achieving Better Visibility

5. Displaying all Your Products and Projects

6. Beat the Competition

7. Bring in More Reviews

8. Simplify Your Business Processes

9. Get Customer Insights

10. Educate Customers About Your Services

Your roofing website should be like a helpful guide for customers. It will show who you are, what your services are, and why someone should consider your service.
Creating a website involves several essential steps. These include:

Additionally, you can consider acquiring an SSL certificate.

* Note -Your website should consider an SSL certificate to keep the data secure, verify website ownership, prevent attackers from creating a fake site version, and gain user trust. Encryption: SSL/TLS encryption is possible because of the public-private key pairing that SSL certificates facilitate.

How Much Does A Website Cost?

The cost of creating one website will vary. If you choose a do-it-yourself platform like WordPress and Webflow, you may save some expenses on the web address and hosting. However, if you add additional customization, it can affect the final cost.

On the other hand, hiring a professional individual or agency may result in higher initial expenses. Even though the cost may seem a bit high, a professional would have more knowledge and experience in the field and would also give you a better design according to your preference.

You can set up a basic website at a low cost, making it user-friendly, engaging for visitors, and showing all the services and products you are providing. Your goal should be mainly to generate a website where users feel confident accessing information and considering your services

Source- Forbes

What should be added to your website?

Reviews & Testimonials:

  • Display positive customer reviews to build trust.
  • Choose between a dedicated testimonial page, scattered reviews, or a combination for maximum impact.
  • Utilize a review request template to gather more feedback.

Contact Information:

  • Place your contact details prominently on every page.
  • Include essential information like phone number, email address, company address, and business hours.
  • Make sure to keep the NAP [Name, Address, Phone number] the same across the platforms. 
  • Consider adding a lead capture contact form for accessible communication.
  • Services/Product Pages:
    • Clearly outline the roofing services or products you offer.
    • Provide short descriptions to set customer expectations.
    • Consider creating individual pages for each service for better SEO.
  • About Us Page:
    • Showcase your company's uniqueness, founders, and team members.
    • Share your mission and values.
    • Include authentic photos for a personal touch.
  • Evidence of Your Past Work:
    • Feature photos of completed projects to visually showcase your capabilities.
    • Highlight before-and-after comparisons for added impact.
    • Use captions to describe the work and boost SEO.
  • Videos:
    • Incorporate videos showcasing your team, projects, testimonials, or answering common questions.
    • Enhance organic traffic and search engine ranking with video content.
  • Calls to Action (CTAs):
    • Include clear and concise CTAs throughout your site.
    • Tailor CTAs to actions like "Contact us" or "Request an estimate."
    • Make CTA buttons stand out with a different color.
  • Navigation Bar:
    • Keep the navigation bar simple and clean.
    • Include major categories for easy access to essential pages.
    • Utilize nested pages to showcase more content without clutter.
  • Your Logo:
    • Feature your unique logo prominently.
    • Align it at the top of your navigation bar for brand recognition.
    • Use logo colors throughout your website for consistency.
  • Value Proposition:
    • Communicate your unique selling points.
    • Keep the value proposition short and focused.
    • Integrate it into your logo, slogan, or branding materials.
  • Service Areas:
    • List your service areas to inform potential customers.
    • Boost local SEO by mentioning specific locations on your website.
    • Consider creating individual pages for each service area.
  • Social Media Links:
    • Include links to your social media accounts for increased engagement.
    • Encourage readers to share content through social media.
    • Add a social media presence to connect with customers and build brand loyalty.

Start with basic SEO

What exactly is SEO?

Let me introduce you to Johnny. Johnny is a brilliant student who is very goal-oriented and loves to study. He has good grades and excels in all academic aspects. However, despite his brilliance, he is often overshadowed by his friends and teachers because he lacks networking and communication skills.

This situation is similar to a website. Even if you create a brilliant website with the trendiest design and all the latest elements, it will be of no use if it does not appear on the first page of Google search results. People rarely look for businesses on the second or third page of search results.

SEO, or search engine optimization, is the process by which your website and its content become more visible on search engines like Google

SEO involves different techniques to enhance the placement and relevance of content, such as web pages, videos, images, and local business listings, in organic (non-paid) search results. Since most people find online content through search engines, using SEO best practices is necessary.

For tailored strategies to boost your roofing business online, explore our Roofing SEO Services and start attracting more qualified leads today.

These are some of the benefits of a good ranking on Search Engine Result Pages:

  • Better brand visibility
  • More traffic (users) to your website (more people visiting your website )
  • More probability of conversions
  • Better authority over other competitors
  • Sustained and consistent flow of quality traffic
  • Increased brand value over time

There are two types of SEO.

  1. On-Page SEO
  2. Off-Page SEO

On-page SEO for Roofers:

Let’s say you are planning to open a store. What would be your first priority? For me, it would be to ensure I have all the necessary materials and tools, hire skilled workers who can respond to clients promptly, and establish a strong operational process.

Similarly, when you plan to establish your presence online, you need to optimize your online business (website), too. With on-page or on-site SEO, your responsibility is to optimize elements within your website.

URL StructureCreate short URLs and include researched keywords 
Meta Tags and Title TagsUse your researched keywords and avoid keyword overstuffing
Keyword UsageUtilize long-tail keywords or key phrases; include them in H1 and H2 tags
Image OptimizationOptimize images, use relevant names, and add keywords to ‘alt’ fields
External LinkingLink to high-authority external sites
Internal LinkingInterlink content within your web pages 
Broken LinksRegularly check for and fix broken links (404 errors)
* You can check broken links through  https://ahrefs.com/broken-link-checker.

Off-Page SEO for Roofing Business:

This part involves promoting your website through other websites across the Internet. Here, you need to optimize factors outside your website through external efforts.

Here are some off-page activities you can start with:

Link Building:

Consider backlinks "votes of confidence" from one site to another. The more you create backlinks, the more recommendations there are. However, recommendations are only valuable when they come from the right sources. Similarly, your backlinks are only beneficial if they come from reputable sites or relevant content, even if not from highly reputed sites. Building multiple links just for the sake of it can harm your site instead of helping it. Always prioritize quality over quantity.

Writing Blogs

Being in the business for a long time, you know the problems your customers face. It's time to start writing about these issues. Blog about your services, customer problems, or anything that can help your clients. This will establish your brand authority.

Blog commenting

There are many blogs in your industry. Start adding valuable comments to these blogs. How does this help? Many websites's blogs allow readers to mention their website while commenting, giving you a backlink. Whenever someone reads your comment, you may gain a prospective visitor to your website. But remember comments like "Great blog, thank you for sharing information" won't be useful. Sounds interesting?

Focus on  Local SEO:

Since most roofing businesses operate within a specific geographic area, local SEO is very important. We already discussed creating a GBP profile earlier, and it is one of the biggest elements in Local SEO.

Use Paid ads for advertising to reach people looking for roofers.

After you've set up your Google My Business (GMB) account and created a website for your business, along with SEO, consider investing in online advertising. With a website in hand, ads become a powerful tool to increase your sales. By placing ads online, you can reach a broader audience, letting more potential customers know about your services. This additional promotion can significantly enhance your business visibility and increase sales.

To perform SEM for marketing your roofing business, once again, you need keyword research using tools like Google Keyword Planner and also explore more relevant keywords using Google Trends. You pick specific roofing keywords (like "roof repair"), and your ad appears when someone searches for those words.

Only you will decide how much money you will spend for each click on your ad. The more you're willing to pay, the better your ad placement. Once everything's set up, you launch your ad.

The cool thing about PPC is you're in control. You decide how much money to spend when showing your ad and for how long. You can make sure it fits your roofing business and the people you want to reach.

List your website on citation sites.

What Are Citation Sites?

Citation sites are online directories. You list your business personals, like the business name, address, phone number, and URL. These can be business directories in general or directories that are specific to certain industries only

You can start creating listings on citation sites like Yelp, Manta, and Yalwa. Here is the complete list of citation sites you will need.

https://viralchilly.com/blog/free-local-business-listing-sites-usa

Benefits of Listing Your Website on Citation Sites

1. Better Local SEO 

Local Internet advertising is greatly encouraged by submitting your website to citation sites. When your business info is listed on multiple sites and consistently, search engines such as Google start to take notice. These consistencies aid in enhancing position in local searches hence making it easier to be found by individuals in the region. 

2. More Online Visibility 

Different citation sites attract a lot of traffic with high domain authority. If you are listed on these sites, you can access their traffic base and increase your exposure. This results in more website visits and chances of more customers for the company and its products. 

3. Enhanced Credibility and Trust 

It is a good indication for a business organization to have its name listed in the most reputable citation sites. Business listings boost the credibility of the featured businesses. Consumers are likely to link them to established credibility due to their presence in popular directories. This link leads to higher sales. 

4. Increased Brand Exposure 

These citation sites are mini-adverts for your business every time you list on the site. The numerous directories increase the visibility of your brand since more people are likely to see it. This is especially true since the business focuses on increasing its exposure bit by bit. Through this, it can work to make the brand familiar to buyers. 

5. Higher Referral Traffic 

Web citation sources also recommend your site, leading traffic from their site to your site. This traffic comes from directories. It is more targeted. The users are seeking your products or services. In turn, this may result in higher rates of conversion and, hence, efficient marketing. 

6. Detailed Business Information 

Most citation sites let you add more details about your enterprise. You can add its hours, the types of services it provides, customer testimonials, and more. It assists prospective clients in making the right decision to opt for a particular business instead of others. 

7. Boosted Social Proof

Another awesome benefit of listing your website on citation sites is the boost in social proof. Potential customers see positive reviews and ratings on trusted directories. This makes them trust your business more. People are more likely to choose a business that others have recommended. Positive endorsements can sway their decision in your favor. Encourage happy customers to leave reviews on these sites. This will boost your reputation and attract more customers.

How to Effectively List Your Website on Citation Sites

To make the most of listing your website on citation sites, follow these tips:

1. Keep It Consistent 

The citation sites must also have the right information. It must be about the business in question. Duplicating information harms the owner's SEO and reliability. It confuses search platforms and potential clients. 

2. Pick Relevant Sites 

The concentration should be on the cities within your industry and preferred clientele. In particular, the niche-specific directories may bring specific demand that relates to the kind of business you have. 

3. Optimize Your Listings 

These include business categorization, geo-location, and keyword decoration of listings. They also include rich business images and detailed descriptions. This may help you rise high in the citation sites. It will also make your listings look better and attract possible clients. 

4. Monitor and Update Regularly 

Monitor your listings so that the scores stay relevant and reflective of the current state of your business. This also involves replying to customer reviews and eradicating incorrect information as soon as possible.

Blogging Guide:

Blogging is really important for your roofing business online. It helps you share useful information and show you know your stuff. It connects with people at different points in their journey.—TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel).

Why Blogging Matters:

Blogging is a powerful tool for engaging both hot and cold audiences. At the top of the funnel (ToFu), you attract a broad audience by addressing common roofing concerns and gradually guiding them through the funnel with informative content. In the middle (MoFu), you will get into specific topics, nurturing your audience's interest. Finally, at the bottom (BoFu), your blogs can focus on service details and case studies, converting interested readers into actual customers.

Finding Topic Ideas:

  • Address Pain Points: Identify common issues homeowners face with their roofs. E.G., How to keep a check on your roof during the rainy season
  • Competitor Analysis: Analyze competitors' blogs to understand what topics resonate.
  • Keyword Research: Use tools like Google Keyword Planner for relevant keywords.

Getting referrals

Getting referrals is an efficient way to grow their business. Here's how you can do it quickly:

  • Direct Referrals: Ask your satisfied customers if they know anyone who needs roofing services. Word of mouth is a strong recommendation.
  • Email Referrals: Email your past clients and ask them to refer your roofing services to their friends or family.
  • Referrals from Reviews: Positive online reviews can lead to more referrals. Encourage happy clients to leave reviews on your Google Business Profile.
  • Social Media Referrals: Share your roofing work on social media. Your followers might refer you to others when they see your quality work.
  • Incentive-Based Referrals: Consider offering incentives like discounts or small rewards for customers who refer your services. It's a win-win.

Marketing for Roofers: Old-School Techniques

Billboard advertising

Those big and eye-catching billboards are the quickest way to capture ones attention. If you advertise in a location which has high traffic you will see the results fast. Also the bigger the billboard is the greater the impact will be.

Though everyone loves a good Hoarding before investing in a billboard, think of these things beforehand.

  • A billboard could cost you upto $ 14000 source, even more.
  • You cannot change your creative frequently.
  • It is high maintenance.
  • They have a fixed location; thus, they will not move with your audience, making it less feasible.

Newspaper advertising

Businesses still advertise in newspapers to be seen locally. It's cheaper than billboards, and you can update your ad quickly. But fewer people read newspapers now. Most prefer to search online for the latest news. Younger people, like Millennials and Gen Zs, don't read newspapers during their morning routine; they use their phones instead.

Radio advertising

Radio advertising used to be the go-to method for delivering timely messages. For example, if you wanted to promote your snow removal service, you could use the radio as a platform. However, one thing that radio advertising lacks is visual appeal. And because of that, radio ads can become background noise. This is especially true if listeners are not in a buying mood. For your message to be effective, it needs to be heard by people at the right time and more than once.

Door-to-door cold knocking

Do you still go door to door to offer your roofing services? If you knock on as many doors as you can, you're certain to get more leads.

But as you may already know, it's time-consuming. Door knocking also presents some challenges:

  • Your customers are not at home.
  • Customers may be skeptical of you. (Door-to-door scams are common!)
  •  People won't always answer the door.

Whether or not you'll be visiting an area depends on the weather.

Sending Direct mails

This is one of the popular old-school marketing strategies for roofers strategy, and direct mail still works. Direct mail will allow you to provide detailed information to your prospects. You can show your company's history and how people can benefit from working with you. Plus, you can offer special deals. However, costs can eventually add up. Response rates are also low. There's also no way for you to know whether people opened and read your mail or not. If people are not looking for roofing services at the moment, your mail could end up in the trash.

Brochures and Coupons

You can also deliver printed business brochures and discount coupons to big apartments and offices in your nearby localities. These coupons may attract customers to your business and prove to be an everlasting business relationship. However, your quality of service would be the deciding factor in the fate of these customers, as only offers alone can’t keep the show running for you.

Seasonal and Weather-Related Promotions

Let’s talk about the weather—literally. Your roofing business can really benefit from tuning into the seasons. After a big storm, you can offer special post-storm inspection promotions. It’s timely, it’s needed, and it gets your foot in the door for bigger jobs.

Don't forget about seasonal maintenance packages. Offer spring tune-ups or winter prep services. Tailor your promotions to the season and the specific weather challenges in your area.

To maximize these promotions, add banners to your website and run ads. This shows you’re proactive, you understand the local climate, and you’re dedicated to keeping roofs in great shape year-round.

Roof Up Your Roofing Business With ViralChilly!

Marketing for roofers can be challenging. I hope the marketing tips in the article help you get started. Remember, a sound roofing marketing strategy and consistent execution can get your phone buzzing with new leads in no time.

I understand, though, that you may not have the time to sit down every day and work on marketing as you need to cater to your clients. Online and Digital marketing will probably not fit your schedule. In such a case, we are ready to help with your marketing strategies, and we will help your businesses grow in no time.

Contact us with your requirements today, and we’ll get back to you with a free audit of your roofing business (if we’re a mutual fit!)

These are some common questions that you may have

How to Market Your Roofing Business?

You can build a professional website that's SEO-friendly. Use social media to share your work and engage with followers. Run targeted ads on Google and Facebook. Network locally by attending events and connecting with businesses. Encourage happy customers to leave reviews and refer you. Offer free estimates or roof inspections to attract clients. These strategies are essential in marketing for roofers.

How Much Should a Roofing Company Spend on Marketing?

Give 5-10% of your yearly revenue to marketing. This includes online ads, SEO, content creation, and social media marketing. Adjust your budget based on goals and competition. Effective marketing for roofers involves investing in strategies that drive results.

Where Do Roofers Make the Most Money?

Roofers earn the most in high-demand, high-cost areas like California, New York, and Texas. Specializing in commercial roofing or luxury projects can also increase earnings. Target these markets with tailored marketing for roofers.

How to Network for Roofing Sales?

Attend local events, join industry groups, and collaborate with real estate agents, builders, and insurance companies. Follow up regularly to build strong connections. Networking is a key aspect of marketing for roofers.

How to Succeed in Roofing Sales?

Understand your customers' needs and provide excellent service. Develop strong communication and negotiation skills. Stay updated with the latest roofing technologies. Use digital marketing to reach more customers. Building trust is crucial in marketing for roofers.

How to Generate Leads for a Roofing Company?

Optimize your website for SEO and use PPC ads to target specific demographics. Engage on social media and offer promotions to encourage referrals. Network at local events and collaborate with home service professionals. These are effective strategies for marketing for roofers.

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Unlock the power of digital marketing expertise with Prince Kapoor, a seasoned professional with over 10 years of experience in the industry. Partner with him to elevate your business to new heights. Embrace strategic insights, proven tactics, and a wealth of knowledge for a successful online presence
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