Roofing Marketing: Generate More Leads and Expand Visibility
Roofer’s Guild is a roofing marketing resource that provides insights and information to roofing companies nationwide.
With over 100,000 roofing companies across the United States, a multichannel digital presence is necessary to generate quality leads in your local market.
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If you find a roofing term you aren't familiar with, we now have a Roofing Glossary to help! Check it out, or call (877) 532-3852 to promote roofing services in your area!
How Roofer’s Guild Can Help You
Roofer’s Guild provides marketing resources to local roofing companies. We help with everything from lead generation to website design.
SEO
Search engine optimization (SEO) is a great way to show up online without paying for ads. It can take time for a roofing website to generate quality traffic and leads from SEO, but the results are typically more sustainable than paid advertising.
Our approach follows Google’s guidelines for both traditional search and generative AI, which means publishing authentic content that reflects your roofing services, experience, and service areas.
There is a tendency to seek shortcuts, especially with how quickly AI tools can churn out content at scale. However, we’ve always avoided content for content’s sake with customers.
If you offer a service like TPO roofing, we believe that service page should exist on your site. However, creating a separate TPO page for every city, town, or zip code you could theoretically serve is something we consider scaled content abuse and a form of doorway pages.
Ultimately, we want your content optimized a reflect the work your company actually does in the locations you actually do it, so you can satisfy user intent while fostering a great user experience.
Web Design
Agencies have differing mindsets when it comes to designing roofing websites. We believe your website should focus on user experience and search engine optimization, which often go hand in hand.
Our philosophy has always been “get the lead” before anything else because a nice website without a lead is pretty pointless. However, as we noted in our recommended SEO process, we stress getting leads in an authentic, user-friendly way rather than trying to trick algorithms.
From a website design perspective, this means using a proper title tag and H1 for your homepage that target “roofing” and your target city, the city where your Google Business Profile address is listed (whether hidden as an SAB or a front-facing office with signage).
For the design, we recommend WordPress for roofers, integrating your logo and color scheme into the site, and including any original photos you provide, such as your staff and work truck.
We also believe in internal linking from the main navigation and within your homepage body content, along with clear calls to action that make it easy for consumers to contact you.
Content Marketing
What does content marketing mean in an era of rabid scaled content abuse? We recommend publishing authentic content that adds unique value rather than repeating what every other website says.
Roofing websites are often flooded with blog posts and city pages nobody really wants to read. That’s why we often ask the question about a piece of content: “Should this even exist?”
If the answer is yes, like a firsthand account of a commercial roof repair job in a nearby city, we suggest you publish it. We also encourage you to leverage other content forms such as YouTube Shorts, Instagram Reels, and Facebook Reels so you can expand your digital footprint.
Don’t limit content to a blog post or even a service page when most modern consumers use video-first platforms daily. At the same time, we don’t want you to ignore authentic text content, as it still supports SEO and AI visibility.
Google Maps
Google Maps and the local pack are another area we focus on for clients. Roofers sometimes don’t understand that their website actually impacts what they show up for in Google Maps searches.
For example, if your website never mentions something like silicone roof coatings, it may not show up in the local pack for queries that mention that service.
The exception is if a customer leaves an authentic review that mentions how you performed a silicone roof coating. But you never want to solicit keyword-rich reviews because Google has become stricter about which reviews are permissible.
Beyond your website content and reviews, make sure your Google Business Profile is in good standing, meaning the information is accurate and follows Google’s guidelines for representing your business.
One thing you really want to understand is that your precise location has a major impact on where you show up in the local pack. You won’t show up in a major city if your address is in the outskirts of a rural town.
Part of our recommended process is evaluating your address and, if needed, encouraging you to find a legitimate office space in a more advantageous area for local visibility.
