7 Core Roofing Marketing Tactics For A Successful Roofing Company + 6 Bonus Tactics
It takes more than skill with shingles or being handy with a hammer to run a roofing company. Running a roofing business requires a contractor marketing plan just as much as it takes expert craftsmanship.
Doing both doesn’t have to be difficult, but it will require a roofing marketing plan to make sure you have a comprehensive presence in place. We’ve got seven core roofing marketing plan components that are vital for your business to be successful, plus six bonus tactics that you should consider to expand your marketing reach further.
- A Fast, Great Looking Roofing Website
- People First Content For Your Roofing Company’s Website
- Organic Search Engine Optimization For Roofing Sites
- Google Maps And Local Optimization For Roofers
- More Online Reviews For Your Roofing Business
- Updates And Improvement For Your Roofing Marketing Presence Online
- Ongoing Marketing And Planning To Keep Your Roofer Marketing Fresh
- Finding The Right Roofing Marketing Partner
What Makes Up A Comprehensive Roofing Marketing Plan
A Fast, Great Looking Roofing Website
A website is your prospective client's first impression of you as a roofer - the first glimpse into who you are and how your roofing business operates. For roofers, that means having top-notch images of your roofing work while also ensuring that your website will load quickly.
DIY roofing websites may be tempting, especially for newer companies that are looking to reduce their operational costs. Do-It-Yourself websites come with their issues, including…
- Major Time Loss: The time spent to design, build, and maintain your roofing company website while still maintaining your business operations
- Tech Problems: Technical troubleshooting with hosting and email problems associated with your roofing business operations
- Slow Load Times: Loads and operates slower than roofer websites designed and built by professionals using the appropriate tools and methods
- User / Design Issues: User experience and design issues may come about from a roofer building a website instead of a web professional doing the work
As soon as possible, using a professional marketing agency - preferably one with experience with roofing contractors and an understanding of how to build websites for a roofing company’s target audience - will garner the best results and ultimately get you the best leads.
People First Content For Your Roofing Company’s Website
While images are very important for roofing companies, you also need to have the right written content on your website.
For roofing marketing, that means content that answers the questions that homeowners and commercial property owners may have about using a roofing contractor. A roofing company’s website should be informational and address the needs of potential customers with its content.
Writing Content To Attract And Retain Your Roofing Website Visitors
From about pages that highlight your roofing company’s history to service pages that help to educate users about how you can help to blog articles that can inform and entertain a customer who is trying to better understand their property’s roofing needs - writing content for people first is incredibly important to attracting and retaining web visitors.
Bringing in a marketing agency experienced with roofing marketing content development will ensure you have top-quality content that can be produced more rapidly than most roofing contractors' DIY writing efforts.
Have writers focus on writing and roofers focus on roofing to get the best results possible.
While you may be an expert on a rooftop, you may not be an expert when it comes to distilling that information and assessing how to best structure content to answer your potential customer’s concerns.
Organic Search Engine Optimization For Roofing Websites
For your roofing website to be seen when someone searches for terms like “roof repair” or “do I need a new roof?” in search engines like Google, you need to worry about search engine optimization.
Sometimes called organic search engine optimization, it is basically the practice of properly building, writing, and developing websites so that search engines can best understand the subject matter of your website.
When roofing SEO (the common shorthand for “search engine optimization”) is done right, your website can outperform your competitors for common search phrases that your potential clients may be using when looking for a roofer.
SEO for roofing websites requires roofing keyword research to understand the relevant keywords that your audience may be using. Once that is assessed, you can use on-page optimization to optimize your website for those specific target phrases and keywords in an attempt to bring the appropriate, qualified web traffic to your website.
The Benefits Of Well-Prepared Roofing SEO
The end goal is to create a web presence that ranks highly in search engine results pages (commonly known as SERPs) for those roofer-centric terms. The better you do your job of creating an SEO-friendly roofing website, the more that search engines will understand that your roofing company’s site is relevant to that particular searching audience in need of roof help.
That ultimately means you’ll rank higher in the results and, thus, more likely to get a user to click on your website and learn more about your specific roofing services.
Roofers need Search Engine Optimization (SEO) to boost their online visibility and attract more customers. Here's why:
- Local Visibility: Most people seeking roofing services will search for local providers. If your website is optimized for local search, you're more likely to appear in the search results when someone in your area looks for a roofer, making it easier for potential customers to find you.
- Increased Traffic: By optimizing your roofing contractor website with relevant keywords (such as "roofing services," "roof repair," your location, etc.), you can draw more organic traffic to your site, increasing the chances of converting visitors into customers.
- Authority and Trust: A well-optimized website tends to rank higher in search engine results. Higher rankings can give potential customers the impression that you're a leading figure in your field, which can build trust and influence their decisions.
- Cost-Effective Marketing: SEO is a cost-effective roofing marketing strategy. It may require an upfront investment, especially if you're hiring an SEO expert, but the long-term benefits, like consistent web traffic and increased visibility, usually outweigh the costs.
- Compete with Larger Companies: SEO can level the playing field, allowing smaller businesses to compete with larger, more established companies.
Roofing SEO is a part of the design, content creation, website building, and ongoing content development over time. While you could try to hire an in-staff SEO pro, you’re more likely to have better results at a much lower cost by finding a marketing agency with previous roofer SEO experience.
Google Maps And Local Optimization For Roofers
Organic roofer search engine optimization has to do with the content on your website and connecting potential customers to pages of your website.
Local optimization is a little bit different. When you do a search for roofing-related services on Google or other popular search engines, you’ll likely see a “Google Maps” section above the usual link sections you’re used to seeing.
This section is often called the “Map Pack” or “The 3 Pack” - and it is a highly coveted place for roofing businesses.
How Roofers Can Rank Well In Google Maps
Being in the top three in this section means you’ll get more clicks and phone calls than your roof company’s competitors past position #3 in the maps or even sometimes below the remainder of the search engine results page.
It all starts with creating or claiming your Google Business Profile (if you or your marketing agency hasn’t done so already). After that, you can begin work on understanding how to improve your local ranking amongst other roofing companies' Google Business Profiles.
The Three Factors For Local Ranking For Roofing Companies
Google determines local rank based on three factors…
While distance can’t really be controlled (the distance between your business and someone searching for a service that may be relevant to your business), there are steps you can take to ensure your Google Business Profile demonstrates improved relevance and prominence to improve the potential for your business to rank higher in local search results.
To maximize your relevance, your roofing company’s Google Business Profile should accurately reflect the correct categories, services, name, address, and phone number that best fits your business operations.
- Name, Address, Phone Number (NAP)
- Review Count and Quality
This also includes your GBP review count and quality - hopefully with your reviews mentioning your specific roof-related services within the content.
To maximize your prominence, you need to show that your business is well-known and reputable because it is present in the online world in places other than your own website.
Off-Site Optimization: Your Roofing Company’s Prominence Throughout The Internet
This is where off-site optimization becomes important.
Your roofing company’s name, address, and phone number (NAP for short) should be consistently referenced throughout the web. When your roofing business is placed in the appropriate directories and linked in places throughout the web, that makes sense for a roofing contractor.
That includes popular websites where roofers are normally found, like Yelp, BBB, YP.com, Google Business Profiles, Apple, Bing, and other places that are relevant that you may not be aware of, like MerchantCircle, Dun & Bradstreet, and LocalStack.
The Difficulty For Roofers To Consistently Maintain Their Local SEO
While claiming your Google Business Profile may be doable for some more savvy roofers, maintaining your NAP consistency, actively managing your GBP reviews, and maximizing your local optimization takes time, know-how, and software that the overwhelming majority of roofers shouldn’t have to worry about.
Partnering with a marketing agency that understands the power of local optimization for service area businesses like roofers can make or break your online presence.
More Online Reviews For Your Roofing Business
Online reviews are increasingly important for small businesses, including roofing contractors. A survey from Brightlocal found that "87% of consumers used Google to evaluate local businesses in 2022", which was an increase from the previous year.
Specifically, roofers and service businesses are industries where consumers are looking for online reviews as an important part of their decision-making processes.
So, when the majority of web users take stock in online reviews, roofing companies must make active review management a priority in their business and marketing operations.
Manual Versus Automated Review Management Options
Old-school paper forms were great for helping you assess internal review issues and concerns, but to get the maximum benefit from your efforts, your reviews must be visible online.
For your roofing company, places like Google, BBB, and Facebook will likely be the most important review platforms to worry about.
Manual marketing efforts to get more reviews online can be time-consuming. It entails manually emailing your clients and/or providing them with support print marketing materials to make the review process as simple as possible. This would generally happen manually after a job was completed.
The ideal situation would be to automate your review management processes as much as possible. Automated review management software can help you simply import your client list or otherwise integrate with your existing CRM - so that your customers are contacted (and followed up with) appropriately after you close the book on your client.
Getting more reviews online on platforms like your Google Business Profile can improve your local optimization as well help to provide social proof - which means you’ll have an easier time finding and converting those home and business owners who are seeking roofing services from a professional just like you.
Updates And Improvement For Your Roofing Marketing Presence Online
Your roofing business website needs to be fed regular content upgrades and improvements over time. Adding project content to your site is a great way to keep your online marketing presence flush with recent roofing projects to continually show off your expertise.
While you don’t need to worry about republishing the same “roof repairs” service page every 30 days for the sake of faking freshness, it makes sense to continue to keep your roofing website active and accurate. Maintaining an up-to-date page for each service you offer and each location you work in also ensures you’re communicating the most accurate representation of your roofing business.
So if your business expands to incorporate metal roofing services, your website should get a new service page to affirm to both your potential customers and search engines that you offer such a service.
Your roofing company’s website isn’t done after it is launched; that’s only the first step in your roofing marketing journey!
Ongoing Marketing And Planning To Keep Your Roofer Marketing Fresh
A complete roofer marketing plan is so much more than just your website. You’ll need to continually plan and upgrade your overall, ongoing marketing efforts so that you can continue to grow your business and expand your reach.
If you don’t have a team of marketing professionals on staff, we’ve got a few options that you can consider to continue to enhance your business and try to outperform your competition.
Creating A Customer Referral Program For Roof Replacements
Chances are you’re not going to get repeat roof replacement from most of your customers. But that doesn’t mean there isn’t value in your past customer list.
Develop a customer referral program that rewards your past customers for promoting your roofing business to their friends and family. Referral programs work best when you incentivize both parties - discounts for the new customer and cash or gift card rewards for your happy past customer.
The great thing is that you only pay when the customer referral is successful. Isn’t a guaranteed new roof installation worth paying a $100 restaurant gift card?
You can use your website, social media, email newsletter program, and print marketing tactics to promote your referral program with your past clients - and reap the benefits of low-cost, high-value roofing services from clients you may never have had access to.
Seasonally Appropriate Roofer Marketing Tactics
In most places, a roofer’s workload and daily routine vary with the season. Your marketing should ebb and flow as well - working in advance of the shifts in the season.
By having marketing materials or paid ad campaign concepts ready before spring storm season or hail season, you’ll be positioned perfectly when customers react in real time to the world around them.
Create Home Service Marketing Partnerships With Contractors Other Than Roofers
Chances are you’ve got friends in the construction and home service space - so it makes sense to formalize those relationships into marketing partnerships.
If you’re a roofer exclusively, work to network with other professionals where you could enjoy a reciprocal relationship. Real estate agents are often in need of professional roofing contractors to rehab or rapidly complete roof repair and replacement services. Home builders may need subcontractors. From deck builders to landscapers and everyone in between, find marketing partnerships that work to fill in the gaps.
Referral fees and commissions can be a low-cost way to open yourself up to a different audience.
Consider Video Marketing For Your Roofing Business
While it is a bit daunting to get in front of the camera the first few times, consider that YouTube users watch one billion hours of video each day, and TikTok also has one billion active users of its own.
Long-form and short-form videos are more popular now than ever before. Getting your insight and unique point of view as a roofing contractor gives a layperson an inside look, personalizing and humanizing your business.
So when you safely can, consider taking a few extra videos from your next job site (though probably not from the rooftop itself, in case your insurance agent is watching.)
Build Mini-Case Studies With Project Posts
Project posts are a great way to provide mini roofing case studies for your audience to consider. It’s simple enough to gather the information necessary to create a roof project page. You’ll need to gather…
- Work Details
- Information about what work was completed (roof repair, inspection, replacement, etc.)
- Vendor materials (like CertainTeed, GAF, Owens Corning, TAMKO, Atlas) that were specifically selected for the climate or job type
- Any unique part of your process, like using Equipter trailers to reduce the potential for damage from waste materials
- Any specific restraints on your workflow unique to the property that had to be overcome
- Location Details
- The city and state where the work took place
- If applicable, you could get more granular and mention the neighborhood or subdivision name where the work was completed
- Before and after photos of your work
- Video of the job site
- Drone photography or videography for more unique vantage points
- Customer Reviews
- A text-based review at a bare minimum
- A photo of you shaking the property owner’s hand on the job site
- A video testimonial for bonus points
You can gather these elements and create a single page on your website dedicated to explaining the work that was completed. This page serves as a great example to your website visitors of how your work is done, providing a bit of peace of mind for potential customers who may see themselves in a similar situation.
As an additional bonus, such a page on your website also serves as an additional point of information for search engines to better understand and rank your website organically.
Finding The Right Marketing Partner To Upgrade Your Roofing Marketing Efforts
As you can see, starting and maintaining a successful roofing business from a marketing standpoint is a time-consuming endeavor that requires niche contractor marketing industry expertise to work at its best.
Just like how your roofing customers benefit from your expertise in the roofing industry, your roofing business can benefit from the expertise of the contractor marketing team at Footbridge Media.
Since 2004, Footbridge Media has helped contractors - including roofers just like you - to build the success of their businesses.
Footbridge Media's Complete Roofing Marketing Program Includes
- Professional Website Design
- Search Engine Optimization
- Website Hosting
- Local Optimization Management
- Online Review Management System
- Website Updates & Improvements
- Marketing Planning
- And More
What It's Like To Partner With A Contractor Marketing Agency That Understands Roofers
When you start with Footbridge Media, we work closely together to best understand you, your business goals, and how we can build a successful partnership.
Your website launch is just the beginning of your marketing journey. From ongoing optimization, review management, and expanded marketing opportunities as they fit your company and operational needs - Footbridge Media is here to establish and grow your business.
When you first start with Footbridge Media, you’ll work with our Onboarding staff as we establish the look and feel of your online marketing. We start with our website design process to craft the core of your marketing presence.
From there, you’ll work with our marketing consultants, account managers, and optimization professionals to gain a deeper insight into how your business currently operates - all for the sake of creating a customized marketing and advertising plan to achieve success.
Expanding Beyond The Core Roofing Marketing Plan
Once you’ve established your core roofing marketing presence, you’ve got options to further expand your marketing reach with customization efforts that fit your goals, business size, and budget.
Roofer Email Marketing
Ensure top-of-mind awareness and stay in regular contact with your past roofing customers with email marketing. Sending monthly email newsletters is a great way for your roofing company to maximize its past client list and capitalize on your previous hard work.
Power your referral program with regularly sent email newsletters that help entertain and inform your client base. Our monthly email marketing program will keep your roofing business in front of the right people to grow your referrals.
Facebook Ads To Target Homeowners That May Need A Roof
Facebook ads are an excellent way for roofers to target the demographics of their ideal roofing customers on social media. With almost 75% of American adults on Facebook, chances are some of those people are your target customers.
While trying to reach your potential customers via organic social media may work, using targeted Facebook ads can hone in on the right audience with the right messaging. With the right know-how and expertise, you can target the neighborhoods and customer persona of your ideal client.
Facebook audience segmentation and ad creation processes can be daunting. To ensure you maximize your Facebook ad campaign effectiveness, consider partnering with a Facebook Ads management professional who specializes in home service companies and roofing contractors just like you.
Why Google Ads Are So Effective For Roofers
While Facebook Ads are great at finding those ideal customer personas for your business, Google Ads excels at targeting those users who have specific intents with their search.
When your potential users are going to Google to try to find the right roofing contractor, you need to be at the top of that list for those types of searches. While organic optimization is an ideal way to get in those places, it is also a more difficult and time-consuming way to earn that placement.
Google Ads can help you pay for placement more immediately in those highly-coveted pages, so you can quickly capture lead information for roof replacements and more.
Partnering with a Google Ads Management expert who is accustomed to working with roofers and how to properly target the right areas and roofing keywords will develop a Google Ads campaign strategy that gets you leads at the right budget.
Using AI To Make Getting Roofing Leads Easier
While AI is all anyone’s talking about, there is a simple way that roofers can harness its power. Using an automated chat system on your website can help you interact with your web visitors 24/7/365.
Footbridge Media’s Contractor Lead Chat is the best way to communicate with your customers in the way they want to be communicated with. Instead of waiting for your roofing website visitors to navigate your site and complete passive web forms, Contractor Lead Chat engages with your users, validates that you are a good fit for their roofing needs, and captures their lead information.
At a cost lower than managed live chat services and without the per-chat cost limitations of self-service chat options, your website’s AI chatbot is a great way to instantly connect with your roofing customers at a great cost!
Direct Print Options For Roofers
Print marketing should be a mainstay for any roofing company. From postcards for hail damage campaigns, EDDM campaigns for wind and storm-damaged neighborhoods, door hangers for canvassing around your existing job sites, presentation folders, carbonless forms, and yard signs - there are tons of options when it comes to using print marketing and direct mail campaigns to promote your roofing business reach.
With FootbridgeMarketing.com, you can select from pre-formatted options that have been designed for roofers just like you, or you can opt to start from scratch with a brand-new design for your support roofing materials.
Collaborating With A Roofing Marketing Agency
Since 2004, Footbridge Media has helped home service providers and roofing contractors just like you. We work hard to make your life easier, working collaboratively where necessary and taking on the heavy lifting where we can - so you can focus on running your roofing business while we help to ensure your success when it comes to roofing marketing.
Frequently Asked Roofing Marketing Questions
How Should I Start To Formulate My Roofing Company’s Marketing Plan?
While every business is different, there are core marketing plan components that every roofing company should have at a bare minimum. Once you progress past having your core online marketing presence, you’ve got options to build your marketing presence.
- Professional Website: A user-friendly, SEO-optimized contractor website is essential. Highlight your services, show before-and-after photos of completed projects, and include customer testimonials to build credibility.
- Google My Business: Register your business on Google My Business. It's free and increases your visibility in local search listings.
- Online Reviews: Encourage satisfied customers to leave reviews on Google, Yelp, and social media. Positive reviews can significantly influence potential clients' decision-making. Having an established review management system is beneficial to any roofing company.
Once a well-optimized website and Google Business Profile are set up as a jumping-off point, you can and should consider other options to expand your online marketing footprint.
Additional roofing marketing options can include but are not limited to
- Social media marketing: Being present on Facebook with organic posting to show others that your roofing business is active
- Email newsletters: Top-of-mind awareness to power roof replacement referral programs with recurring email newsletter messages
- Print marketing: Using everything from door hangers to yard signs to announce your presence in the neighborhoods you’re working in
- Paid advertising: Using Facebook and/or Google ads to more rapidly generate roofing leads
Where Are The Best Places To Advertising My Roofing Services?
For roofers, Google and Facebook tend to be the best places to advertise. Using Facebook, roofers can find their ideal customers based on demographic and geographic information. Using Google, roofers can try to get in front of those searchers who are actively trying to find roofing repair and replacement services.
Should I Worry About SEO For My Roofing Company?
Roofer SEO is vital to developing the long-term marketing success for a roofing contractor’s online presence. Ultimately, organic search engine optimization and local optimization are the lowest-cost ways to generate leads for your business – but they can also be some of the most time-intensive processes.
Partnering with a professional agency that specializes in contractor and roofer SEO is the best way to get the job done.
How We Help Your Roofing Business
Roofing businesses that stay busy know that you must always keep marketing. If you stop marketing, you stop growing. Without active marketing and advertising tactics, the lead pipeline will dry up. Eventually, you will not have enough work to go around.
We are here to keep your marketing efforts moving. Our roofing contractor marketing experts can provide your business with the marketing tools you need for success - including but not limited to branding, paid advertising, online marketing, web development, and printing services - while meeting your objectives, schedule, and budget. Let us become your marketing arm and drive the business that you need.
With a top-quality website and online marketing presence, you can be a strong competitor - and you can enjoy all of the benefits that come with it: more customers, more CONSISTENT lead generation, the ability to know what your customers want just as soon as they want it, and many, many more.
Who We Are
Footbridge Media is a full-service contractor marketing company that's been working with contractors just like you since 2004. We don't offer cookie-cutter, one-size-fits-all websites and marketing solutions. Instead, we invest the time and effort to get to know your home improvement company, your business, and your goals.
We promise to make every effort to ensure your satisfaction. We'd like to be your marketing partner for as long as your business is around. In order to be worthy of that, we are dedicated to serving all of your business needs.