For homeowners looking online for Roofers and Roofing Contractors, Google and other Search Engines will typically show various elements on a search engine results page (SERP).
Roofers and Roofing Contractors looking for marketing leads for new or returning customers will want to be found in here:
- Paid advertisements at the top of the page
- Google Maps of local Roofers and Roofing Contractors based on your search criteria or location
- Top roofing company listings, including reviews, hours of operation and contact information
- Organic results listings in the main body of the search results pages
Depending on what you are searching for, and how you phrase your search, Google may also show you one or more of the elements below.
- Featured Snippets and Answer Boxes
- Products and Shopping Results
- News Items
- Videos and Images
These special SERP features, by virtue of their prominent position and appearance, elevate your online presence, enhance your click through rate, and improve your digital marketing and lead generation campaign.
Roofers and Roofing Contractors wanting to improve where they appear on the results page, and increase the number of visits to their website, can utilize various search engine optimization (SEO) strategies to generate more business leads.
How to Generate Roofer and Roofing Contractor Leads with Internet Marketing & SEO
Roofer and Roofing Contractor Websites
A Roofing and Roofing Contractor website is the foundation of your online lead generation program. It is the hub of your online presence where you have the freedom to control your image, describe your product or service, and personalize your messaging and calls to action. SEO is the process of optimizing a website—as well as all the content on that website—so it will appear in prominent positions in the organic results of search engines.
Google My Business Page
Get a free business listing on Google My Business (GMB) to start building visibility in Google Maps and Google Search in your local community. Complete all the information that Google asks for, and ask customers or clients for online reviews that can help your business stand out among the search results. Star ratings show up in the local listings as well as the organic search results. Make sure that your business name, address and phone number are cited consistently in all your local directory listings for maximum local SEO results.
Google Ads (Google AdWords)
94% of consumers research products and services online before buying, and three out of five people use search engines as a go-to shopping resource. There is no longer any doubt that buyers go online to research and purchase products and services. Companies that have websites and market online can reap the rewards of connecting with these shoppers. How to Make Pay Per Click Advertising Work for Your Business.
Publish informative, non-promotional articles on a regular basis to your website or blog, making sure that your message adds value to your potential customers. Consider creating longer-form content such as how-to guides, preventative maintenance program tips, maintenance planning steps, and reactive maintenance recommendations. Repurpose your content in different formats and channels, and diversify your content marketing strategy with non-text media such as videos, webinars and slideshows.
Outbound or direct marketing is the strategy of pushing your message onto your audience using techniques like telemarketing, cold calling, trade shows, direct mail, email blasts, print and broadcast media ads. These methods have become less effective in today’s world, as technology allows us to block advertising messages and people are doing more of their own research and listening to recommendations on social media to figure out which products and services they want to buy. Inbound Marketing focuses on getting found by prospects when they are searching for your services, and relies upon sound SEO practices to achieve positive results.
How Roofers and Roofing Contractors Can Stand Out in the Local Pack
In your directory listings, it is important that you find the right local search categories for your business. Google My Business currently uses “Roofing Contractor” and “Roofing Supply Store” whereas other search engines or directories may list your business under “Roofer” or “Roofing Repair and Replacement.” Most Roofers and Roofing Contractors provide both installation services and maintenance and repair services. Many provide recurring installations and upgrades to satisfied customers over many years. Listing special offers can help your business stand out from the pack and generate leads.
Types of Roofs and Roofing Issues
Let people know what types of roofs that you install and maintain: Gabled, Hipped, Gambrel, Combination, and Flat; as well as parts of the roof covered: Decking, Underlayment, Soffit and Ridge Vents, Fascia, Flashing; in addition to roofing materials used: Asphalt, Wood Shakes and Shingles, Metal, Slate, Clay, Concrete, Membrane; and roofing issues solved: Leaks, Ventilation and Waves in the roof.
A home’s roof is among the most important aspects of home features, and customers look for and appreciate guarantees on labor and parts. Companies that stand behind their work reap the benefits of increased customer satisfaction and retention.
Share your company’s story and let customers know who you are: How long have you been in business? Are you family owned? Are you locally owned and operated? Adding photos of your business is a great way to humanize your brand and let your customers get a “behind-the-scenes” look at what your company is all about.
Do your employees hold verified trade licenses and certifications, and does your company carry verified general liability insurance? Board-certified contractors have proven their knowledge in the Roofing industry by meeting building industry association standards. Let your customers know about your company policies about background checks, uniforms and marked vehicles as well.
To work as a roofing contractor in Virginia, for example, you will need a state license. There are three types of licenses—Class A, B and C—depending on the value of the work you do and these are all issued by the Department of Professional and Occupational Regulation Board of Contractors. As the qualified individual for your specialty trade license, you must show two years of experience for a Class C certificate, three years of experience for a Class B license and five years of experience for a Class A license. You must pass an exam to be eligible for the license.
Customer Satisfaction Results
Attention to customer service, attention to detail, troubleshooting and diagnosing problems, time management, and proficiency in the design, installation and maintenance of roofs are factors that lead to good customer satisfaction results. Display your customer satisfaction results, along with Google star ratings, and customer satisfaction awards and distinctions to build trust and help generate new leads.