Author Archives: Roofers Guild

Mar '22

The (Ultimate) Guide to Roofing SEO in (Orlando, Florida)

Roofing SEO in Orlando, FL, can be much like the city’s amusement parks. It’s full of roller coasters that go up and down. However, like Disney, Orlando Roofing SEO can also be a place to realize your dreams.

In the following post, Roofer’s Guild outlines everything you need to know about SEO for roofing companies in Orlando, Florida.

What is Orlando Roofing SEO?

Orlando Roofing SEO is the optimization of an Orlando roofing company’s website and business listings for higher search rankings. Yes, SEO is simpler than it sounds; however, the process can prove very complex.

Elements of SEO for Roofers in Orlando

SEO consists of six main pillars: websites, keywords, content, links, reviews, and local. Roofer’s Guild makes this process simple because others in the industry tend to complicate it unnecessarily.

By following this guide, you can become the leading Orlando SEO expert in the roofing industry.

Website Design

Your website is the primary asset for your SEO campaign in Orlando. Every business listing, citation, and backlink will somehow lead back to your website.

Furthermore, your website is your #1 conversion tool when relevant users are trying to decide on roofing services.

Screenshot of Website Menu for Orlando Roofing Company

Customization

Your Orlando roofing website reflects your company in the digital age. If your site has a custom design, branded colors, and team photos, you will convert many more visitors than stock websites with cookie-cutter configurations.

Calls-To-Action

As a local roofing company, calls to action or CTAs are imperative. After all, the whole objective of implementing SEO is to gain more customers. Therefore, you must showcase multiple contact methods, including clickable phone numbers and simple, user-friendly contact forms.

User Experience

Visitors’ first impression depends entirely on user experience (UX) factors. For example, how quickly your website loads on mobile and desktop will influence its bounce rate and engagement metrics. Your site should load instantly on all devices to have any chance of keeping users around.

Keyword Research

Keywords are the basis of SEO as they help you determine what your customers are searching for on Google and other search engines. Keyword research tools like SEMRush, Moz Keyword Explorer, and AHRefs are essential for any Orlando contractor serious about SEO.

Screenshot of Orlando Roofing Keywords on Moz Keyword Explorer

Keyword Volume

Keyword volume is the estimated number of users who search for the term per month. On a local level, you’ll find that the keyword volume is lower than national terms. For example, roof repair has a much higher volume than roof repair in Orlando. Don’t let that deter your SEO, however.

Keyword Difficulty

Just as national terms have higher volume, they also have more difficulty. However, local keywords have lower difficulty scores, making them easier to optimize. Similarly, smaller cities have lower keyword difficulty than larger metropolitan areas.

User Intent

Perhaps the most critical element of keyword research is user intent. Tools like SEMRush will help you define the user intent, but you should also use your common sense. For example, how to repair a roof has informational intent, while roof repair services has commercial intent.

Content Marketing

The old SEO adage states that content is king. However, content is only as potent as the SEO knowledge of its creators. Aimlessly publishing 500-word blog posts hinders your SEO more than it helps your website.

Conversely, crafting valuable content around commercial intent leads to better SEO.

Screenshot of Recent Blog Post on Roofing Website

Service Pages

Your roofing company website should have a service page for every service your company provides. Of course, you’ll want to perform keyword research before writing your content, as it helps you optimize it for keywords.

Blog Posts

Blog posts are a different form of content for roofing websites and must be published strategically. Don’t aimlessly publish blog posts to keep your website fresh (that doesn’t work.) Instead, target specific keywords that can acquire links and transfer the link equity to your commercial pages.

Distribution

Content is meant to be shared, so it helps to distribute your blog posts on Facebook, LinkedIn, and other social media platforms. High-quality blog posts may even go viral and earn more links than anticipated. Either way, it creates more brand awareness.

Link Building

Roofing websites need fewer links than national websites since they target less competitive keywords. However, backlinks are still a ranking factor for local websites.

In addition, there are various tactics local roofers can use to generate high-quality, authoritative links from credible 3rd-party websites.

Screenshot of Majestic Showing Link Metrics for Roofing Company Website

Associations

It helps to apply for membership to local roofing associations like the Central Florida Roofing and Sheet Metal Association. In addition, links from highly specific web platforms send significant SEO signals to Google.

Citations

The best place to start your link-building campaign is with local citations. You can submit your business information to dozens of local and industry directories, providing a nofollow link back to your website.

Of course, nofollow links count less than dofollow links, but they still give a hint to Google’s algorithm.

Linkable Assets

The best way to earn natural links from relevant websites is to produce high-quality content that appeals to websites in your general niche. You should focus on content frameworks proven to acquire links in the past.

The best way to do this is to research competitors’ links and see which of their blog posts has the most referring domains. Then, try to build a similar blog post but improve its value.

Reviews & Reputation Management

The internet and its users have grown more sophisticated over the past decade. Today, customers don’t immediately call the first roofing company they find online. Instead, they perform due diligence by reading customer reviews and comparing the company’s reputation to nearby alternatives.

Review Platforms

The first step is listing your company on every major review platform, including Google, Yelp, HomeAdvisor, Angi, Better Business Bureau, and Facebook. You must reach your consumers wherever they feel comfortable posting feedback about your Orlando roofing business.

Review Requests

Most satisfied customers won’t leave reviews unprompted, even if they love your services. So, the best way to increase reviews is to request them through text, email, and in person.

You can use software to automate review requests digitally, but in-person comes down to old-fashioned people skills.

Review Responses

The customers who will leave reviews unpromoted have had bad experiences with your company or simply don’t like you. Sometimes, these people leave scathing reviews on multiple platforms, disparaging your company and employees.

The best way to handle these is to respond professionally. Not every review will be a perfect 5-star rating, and customers don’t expect perfection. Most just want to see that you care enough to respond.

Local SEO

Local SEO is tailored to your specific city. As you know, tourists often visit Orlando to see attractions and escape the grinds of their daily lives. However, many roofing businesses also prosper in the Orlando area. So, it is your job to reach the most consumers online.

Screenshot of Local Map Pack for Orlando Roofing Contractors

Local Map 3-Pack

The Local Map 3-Pack displays 3 Google Business Profiles within a box on the Google SERPs. When an Orlando resident searches roofer near me, they will see the Local Map Pack above the regular organic search results.

Google Business Profile

A Google Business Profile is an official business listing on the Google platform. Google users can submit reviews on your listing, and Google can showcase your listing within the Local Map 3-Pack and on Google Maps.

Local Landing Pages

Local landing pages or city pages are individual pages on your website targeting a city or town. City pages come in handy when ranking for locations outside your primary address—for example, roof repair in Altamonte Springs.

What Should Orlando Roofers Do Next For SEO?

Most Orlando-area roofing contractors should hire from the list of best roofing SEO companies.

Partnering with a digital marketing agency helps you focus on the day-to-day aspects of your roofing business as your marketing team increases your lead volume for various service types.

If your company operates in towns and suburbs surrounding Orlando, check out our guide to search engine optimization in Florida.

SEO is one of the most affordable marketing methods and yields the highest ROI. But, of course, variables like domain age, tenure, and years in business may dictate how quickly SEO works for your company.

Regardless, SEO is a profitable long-term investment that will help solidify your Orlando business.

Mar '22

Roofing Leads Seattle: #1 Lead Generation Guide for Roofers

Roofing leads in Seattle come from various sources, but they are all acquired through the same tactics: SEO, PPC, Facebook Ads, Referrals, and Digital Marketing. Sometimes, traditional methods like door-knocking also generate leads in the Pacific Northwest.

The question for Seattle roofing contractors is – do you want to buy leads or generate them yourself? Buying leads is more expensive and less sustainable than manual lead generation. However, many roofers face the problem of not getting any leads, especially when first starting.

In the following guide, Roofer’s Guild breaks down how to generate roofing leads in Seattle, Washington. Before you know it, you can be the king of lead generation in Emerald City.

Table of Contents

Buying Leads vs. Lead Generation

The first decision you have to make is buying leads or generating leads. At Roofer’s Guild, we recommend lead generation because it produces more ROI and helps build a sustainable roofing business. However, some contractors may have to buy leads at the very beginning. Even so, you should still set up your own lead generation process.

Buying Roofing Leads

You can buy Seattle roofing leads from places like HomeAdvisor or Angi at an average cost of $50. However, buying leads enters your roofing company into the gig economy, making it dependent on another entity for new customers. While using this strategy in the short term can keep you afloat, you must parlay it into your own branded lead generation sources.

Generating Roofing Leads

Your business will ascend once you establish reliable lead generation sources under your brand. For example, your company website, Google Business Profile, and social media pages will serve as roofing lead sources in Seattle. You will not need to purchase leads once you start getting consistent leads from these branded online assets.

Lead Generation Methods for Seattle Roofers

There are some tried and true methods to get more inquiries online. Many roofers have been utilizing these strategies for decades, while others have lagged and suffered the consequences. The good news is that it’s never too late to implement these tactics and start getting new clients.

Search Engine Optimization (SEO)

SEO is the best way to get Seattle roofing customers in 2024. You can expect a consistent stream of organic leads by optimizing your website and Google Business Profile for the right keywords.

The best part about SEO is that your rankings are free. So you don’t have to pay when somebody clicks on your website page or business listing. Local SEO is a sub-category of search engine optimization that involves ranking your Google Business Profile in the Local Map 3-Pack results.

Pay-Per-Click Advertising (PPC)

PPC is another way to get new customers by paying for clicks. Google Ads is the most common platform for PPC, as roofing companies can advertise a lead capture landing page for specific Google keywords.

PPC lacks the long-term ROI of SEO since roofers must pay each time a person clicks on their ad. In addition, these clicks may be lower quality than organic ones in some cases because customers ready to buy roofing services often distinguish paid results from their organic counterparts.

Facebook Ads

Facebook Ads are similar to PPC in that roofers pay to advertise their services on a popular platform. The difference with Facebook Ads is that you can target consumers based on demographics and interests.

You can also create Facebook Lead Ads to capture new clients directly on the Facebook platform. Facebook Ads are typically more visual than Google Ads, and intriguing the audience requires a creative advertisement.

Referrals

Once your company starts getting customers through various online sources, you will see an uptick in referrals. Essentially, a satisfied customer will tell friends and family members about your services, and you will get calls from those conversations.

Some Seattle contractors even set up referral programs to incentivize existing customers to spread the good word about your company. These customers might get a discount or coupon for each referral they send to your business.

Online communities like Nextdoor present an opportunity for digital referrals, as homeowners may spread the word about a positive roofing experience to their online neighbors. You might also consider joining Seattle-area roofing associations to expand your network.

Digital Marketing

Roofing companies can use other forms of digital marketing to get new customers. For example, email marketing is a method of sending automated emails to potential customers or even existing ones needing future services.

One way to build your email list is by offering a lead magnet on your website. Maybe you make a white paper or PDF available for download after visitors submit their email addresses. Even if these users don’t become clients immediately, they may eventually use your services.

Top Lead Generation Platforms for Emerald City Roofers

Now that you know the methods for lead generation let’s explore the top platforms on which to implement these strategies. Of course, most companies know that Google is the leading search engine in the United States, but other platforms can also help Seattle-area roofing companies get customers.

Google

Google is the #1 search engine globally and certainly in Seattle. You can employ multiple strategies to get leads from Google, including SEO and PPC. In addition, Google Business Profile is a free business listing that allows you to rank for Seattle-area keywords on the Local Map 3-Pack.

Of course, you can also rank your website on traditional organic results. In addition, Google Ads is the top PPC platform and can yield reasonable costs per click with the correct keyword research strategy.

Facebook

Facebook is the top social media network in the U.S. and will continue to grow with its Meta brand initiative. The Metaverse is the future of the internet, and Seattle-area companies should utilize this platform ASAP.

For now, a Facebook Business Page remains a viable source of lead generation, especially if you’re willing to run Facebook Ads targeting homeowners in the Seattle, Washington area.

YouTube

YouTube is great for building your company’s brand and establishing trust and credibility in Emerald City. Roofing contractors comfortable sharing their on-the-job work in video form can benefit from the exposure.

YouTube also helps your company website if you embed your videos on high-traffic pages. Video content is proven to convert visitors at a higher rate than only text content. In addition, you can share YouTube videos on social media platforms like Facebook.

Nextdoor

Nextdoor is an online community for neighborhoods. Just as neighbors would spread positive and negative feedback about roofing companies to their neighbors pre-internet, they do the same thing now online.

As you know, word of mouth travels much faster in digital form. As a result, building credibility in Seattle neighborhoods can get the word out quickly about your roofing business.

Screenshot of Nextdoor page for Seattle, WA

The Bottom Line for Seattle Roofing Companies

Whether you buy leads or generate them yourself, the inquiries come through the same platforms and use the same methods. Therefore, to grow your business long-term, you must take ownership of the lead generation process rather than paying a 3rd party that utilizes that process.

Buying leads keeps your Seattle roofing company in the gig economy and hinders its growth and sustainability. In contrast, building branded lead-gen sources across the internet landscape can produce consistent leads and put your company on the fast track to success.

Jan '22

How To Generate Roofing Leads in Atlanta, GA

There are various ways to get more roofing leads in Atlanta. However, a few methods work better than others, and that’s where you should invest your resources through time and money.

Attempting to chase down leads one by one puts you in the gig economy with zero chance for growth and sustainable success.

Below, Roofer’s Guild outlines how to tactically get more Atlanta roofing leads for your business.

What Are Atlanta Roofing Leads?

Atlanta roofing leads are prospects who show interest in roofing services in the Atlanta, GA, area.

If your roofing company services the city of Atlanta, you want as many customers as possible.

Prospects can demonstrate interest by submitting contact information like an email address or phone number.

Get Atlanta Roofing Leads

Types of Roofing Leads in Atlanta, Georgia

Atlanta has many types of roofing leads, but the most valuable are commercial, metal, and roof coating.

These leads have the highest payouts on a per-job basis, increasing their lifetime value.

As a result, you can afford to spend more to acquire these leads since they produce a more significant ROI.

Commercial Roofing Leads

Atlanta-based roofers know that commercial jobs pay more, so leads are more valuable. But, of course, there are fewer total commercial jobs available, so they are in higher demand.

Still, if you can secure commercial roof replacement or repair jobs, you can expect a significant payday.

Metal Roofing Leads

Atlanta roofers understand the value of metal roofing. While many metal roof jobs are for commercial properties, some residential homes also have metal roofs.

These jobs cost more, making them a higher-ticket item for your service business. If you can get more metal roof leads for your Georgia roofing company, you will recognize the ROI.

Roof Coating Leads

An average roof coating costs $1,211, which means if you can secure a lead for $50-$100 per lead, you are making a substantial return on investment.

Therefore, Georgia-based roofing contractors should invest their resources in acquiring these types of leads to produce a more significant ROI for their company consistently.

Best Methods To Get Roofing Leads in Atlanta

There are several proven methods to produce low-cost roofing leads in Atlanta. Of course, you can also buy Atlanta roofing leads from brokers, but they cost you more money without growing your company.

So, instead, try to utilize the following lead generation methods:

Search Engine Optimization

Investing in SEO for roofers is the most efficient way to get leads. Leads from organic search results cost the least and produce the highest lifetime value.

In addition, users who find your company on Google are more likely to convert and become repeat customers.

Google Business Profile

Claiming and optimizing a Google Business Profile can help you generate consistent leads on Google Maps. This process is a sub-section of SEO known as Local SEO.

The algorithm uses your profile’s proximity, relevance, and prominence to showcase your services to nearby local searchers. The goal is to rank within Google’s Local Map 3-Pack.

Email Marketing

Consistently emailing subscribers new offers and updates helps keep them engaged and more likely to buy your services.

Of course, since roofing consumers often need regular services, you can expect to keep former and future clients engaged.

To build a formidable subscriber list, you must accumulate email address submissions, typically through your website, using lead magnets like special coupons.

Exclusive Leads vs. Shared Leads

When you generate leads yourself, these are exclusive leads. However, some companies sell exclusive leads to roofers, too. Still, many lead services sell shared leads that hold less value and produce lower ROI.

Understanding the difference between an exclusive and shared lead is vital.

Get Atlanta Roofing Leads

Exclusive Leads

An exclusive lead is a prospect who contacts your company directly without showing interest in other roofing companies.

Of course, leads you to generate through SEO, Google Business Profile and your company website will always be exclusive.

However, some lead brokers will sell your company an exclusive lead, which means they only sell it to you.

Shared Leads

In contrast, shared leads are prospects who contact multiple roofing companies for the same service. They all need one roofer, but it’s on a first-come, first-serve basis.

As a result, these leads hold less value and almost always come from a 3rd party lead service. Be careful when paying for these leads, as they can limit your company’s growth and sustainability.

Optimizing an Atlanta Roofing Website for Lead Generation

SEO is a great way to drive traffic to your roofing company website, but you must convert users once they land on your page or post.

Optimizing your site for lead generation requires inserting calls to action throughout it—these CTAs garner contact information from potential customers.

Calls To Action (CTAs)

A CTA is a clickable phone number or contact form on your website. Most roofing websites have CTAs in their header and footer, among other areas.

A compelling call to action creates urgency for the user and makes it very simple for them to submit their contact information. Remember that CTAs can lead to other landing pages, creating a funnel.

Keyword Targeting

Many Atlanta contractors mistakenly think a simple one-page website will convert their customers. Instead, you need pages and posts that target a wide range of services and topics.

Targeting extensive keywords helps your SEO and converts a deeper pool of potential clients. For example, a page about tile roof repair must be separate from your shingle roof repair page.

User Experience

When users arrive on your website, they should have a positive experience. For example, your navigation menu should be clear and precise, your loading times should be fast, and your security should be notable (via SSL certificate).

Furthermore, your content should be grammatically correct, readable, and easy to consume.

Roofing Software to Generate Leads in Atlanta

We’d be remiss, not to mention software that helps with Atlanta lead generation. Several types of software can get more customers, but we will note review generation and schema pinning.

Multiple tools exist for these software types, so it’s up to you to find the brand that works best.

Review Generation

Getting more reviews boosts your Google Maps rankings and converts more users. As a result, software that helps generate reviews is critical.

Go for a tool that automates review requests and shows how many reviews your company has on each platform (Google, Facebook, etc.)

Schema Pinning

This technology has multiple terms, including schema pinning and heat mapping. The idea is to publish proof of your Atlanta roofing jobs on your website.

Showing potential clients that you’ve worked directly in their service area helps increase conversions while boosting Local SEO.

Next Steps for Atlanta Roofers

Roofing contractors can utilize this guide to develop a sustainable lead generation strategy. However, if you require professional roofing lead generation services, contact Roofer’s Guild to discuss your campaign.

As a community of successful roofing professionals, Roofer’s Guild can provide first-hand experience and expertise in crafting the most profitable system to produce roofing leads in Atlanta, Georgia.

We look forward to hearing from you soon and hope you continue to utilize our free resources.

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Jan '22

Do You Tip Roofers? (Best Practices + Etiquette)

While tipping roofers is uncommon in the United States, there is no universal consensus one way or the other. Still, learning the best practices and etiquette for this matter can help you avoid some awkward situations.

There are multiple scenarios where homeowners might want to know the best practices regarding tips for roofers.

As a homeowner, you don’t want to come across as rude and not offer a tip.
As a homeowner, you don’t want to come across as rude by offering a tip – which may imply that their employer doesn’t provide them with a livable wage.

Here at Roofer’s Guild, we have worked with countless roofing contractors and consumers, giving us a unique insight into this conundrum.

So, in the following post, we will be helping you understand the context of tips for roofing contractors.

Key Takeaway

While it is not typical in the United States, it is perfectly legitimate to tip roofers for a job well done. If you choose to provide a tip, it’s best practice to tip each crew member individually.

Is it Ever Appropriate to Tip Roofers?

The short answer to this question is yes. If you feel that your roofers have done an excellent job and deserve a tip, by all means, make their day.

While tipping is not traditionally expected in the United States, we have rarely come across any roofer who hasn’t or wouldn’t appreciate a tip.

Roofers in the United States typically make good salaries, so tips aren’t usually expected.

How Much Money Should You Tip a Roofing Contractor?

Tip each roofer between $10 and $25 for most jobs. Consider boosting it up to $50 per contractor for major-scale endeavors or remarkable performances. However, remember, you reserve the option not to tip.

Do Roofing Contractors Need Tips?

You can tip a roofer if you want to but do not feel obligated. Most contractors in this industry don’t need your tips to make a solid living. However, don’t let that stop you from showing your appreciation if you are so inclined.

When you have someone working on your home, it’s natural to show your appreciation for the work. However, besides appreciation, there are other things to consider if you want to tip your roofers.

Things to Consider when Tipping your Roofer

In our experience, we have yet to hear a roofer turn down a cash tip. And while many would argue that cash is king, it’s not the only way to show your appreciation.

Depending on the job’s scope and whether or not you will be home, food is a welcome form of tip for almost all roofers.

In addition, picking up lunch for the crew is a great way to show your appreciation for their work. If you will be gone for most of the workday and only see the staff as they start the day, consider preparing coffee or buying them breakfast.

If you are home during a hot day, greet the crew on their lunch break with some cold beverages (we’re not talking about alcoholic beverages, although that may be appropriate once the workday concludes). Instead, consider water, Gatorade, vitamin water, and other hydrating refreshments.

Time Considerations

Another vital thing to consider is the timing of your tip. You never want to interrupt a crew at work, even when offering food or a cash tip. It’s simply bad etiquette and can even be dangerous.

The best times to show your appreciation are before their day starts, during their lunch break, and after they finish.

Personal Considerations

If you have an extensive roofing project being taken care of, you may have many roofers on your property. In this case, it may not be feasible to offer everyone a cash tip.

Cash tips may be more reasonable when it’s just a crew of 2 or 3 roofers, depending on what you can afford.

If you have a larger crew you want to thank, consider baked goods or ordering pizza. Maybe you have fruit trees or a vegetable garden. Gifting fresh produce is also a great way to say thanks for your hard work.

Many people worry about who to give their tips to, whether food, gifts, or cash. The general rule of thumb is to give your tips to each crew member individually.

You can also give it to the boss or foreman and tell them how to disperse your tip among the team.

Final Thoughts

We understand the conundrum homeowners face when it comes to tipping roofers. You don’t want to insult the roofer by tipping or not tipping them for a job well done.

You can rest easy knowing that the vast majority of roofing contractors are content with either choice, as they earn enough money to not need tips, but will not be insulted by the gesture either.

Dec '21

#1 SEO Guide for Florida Roofing Companies

If you are a contractor seeking Roofing SEO services in Florida, Roofer’s Guild is your best option. Our agency provides search engine optimization services for Floridians throughout the State. Showing up on Google is part of a long-term marketing strategy for Florida-based roofers.

Florida Roofing SEO Guide Cover With Picture of Florida

What is Florida Roofing SEO?

Florida Roofing SEO is the process of improving Google search rankings for Florida-area roofing contractors, especially for local keywords like roofing company florida and florida roof repair. Depending on the company’s precise location, the optimization will target specific cities.

The SEO Process for Floridian Roofing Contractors

Florida SEO comes down to five elements: keyword research, user experience, local targeting, content, and link building. If your local roofing website grades well in all these areas, you will outperform competitors. Of course, the relative competition in your precise city or town plays a role.

Keyword Research

Keyword research for local businesses contrasts national keyword research. Since fewer users search geo-targeted terms, like roof repair greenacres, for example, search volume is low and may not register at all.

Don’t let a lack of registered search volume dissuade you from targeting local keyword terms and phrases. In fact, these phrases are most likely to convert into new customers. So, how do you decide which words to target?

If your city or town does not register any geo-targeted terms, measure the volume for the original, non-geo-modified term. For example, instead of researching the volume for roof restoration greenacres, measure the volume for roof restoration. Per our own measurement, it is 229 monthly.

Screenshot of Roof Restoration Moz Volume

Another effective method to gauge local search volume is to replace your city or town name with near me. Remember, you only replace the location in the research process. DO NOT add near me to your published website content. Google interprets your city name as a synonym for near me.

For example, the phrase metal roof repair near me registers a 664 volume. It is safe to assume that regional consumers in your area will search that term based on that number. Therefore, if your website correctly optimizes for a wide range of these terms, you will generate consistent local traffic.

Screenshot of Moz Search Volume for Metal Roof Repair Near Me

A roofing company in Greenacres, Florida, will target local terms like roof repair greenacres, roof restoration greenacres, best roofing company greenacres, etc. While keyword research tools like SEMRush and Moz may or may not show search volume for these exact terms, they are worth targeting.

Finally, Google Search Console will become your most effective keyword research tool once your SEO starts working initially. As you begin to compile data on search queries, impressions, and clicks, Google provides direct data about which terms users are using to find your Florida website.

User Experience

Florida roofing companies often mistake website design for user experience when a design is only one of many UX components. Fostering a positive user experience directly impacts SEO and conversion rates. As a result, following the best UX protocols for SEO is vital to online success.

Site speed is an exceedingly critical UX factor for roofing company websites. Users never enjoyed slow websites, but now Google measures speed when ranking sites on search results. From Google’s perspective, showing fast websites helps keep their search engines valuable to users.

Navigation is a significant component of user experience and helps website visitors proceed through a buyer’s funnel. Perhaps your local consumer is looking for a specific service type, like tile roof repair, where a clearly marked page on the menu eases their journey.

Screenshot of Nav Menu from Roofing Website

Calls-to-action or CTAs help drive more on-site conversions. For instance, a phone number button or contact form embedded within your site’s framework moves users toward task completion. As you accumulate warmer leads, you’ll find the conversion process seamless.

Local Targeting

Local SEO requires an additional set of tactics for ranking purposes. However, the most significant difference between regular SEO and Local SEO is the Local Map 3-Pack. Florida roofers will find that most geo-modified terms produce Local Map 3-Packs within the search results.

You might wonder how that makes a difference in your SEO campaign. For one, Map 3-Packs appear above organic results on SERPs, which means more users will click on the Map Pack than traditional results. As a result, companies ranking within the Map Pack garner the most clicks.

Google Map 3-Pack’s pull from Google Business Profiles to deliver results. So, you can only rank within the Map Pack if you create and verify a Google Business Profile for your Florida-based roofing company. From there, you want to optimize your business profile as much as possible.

Geo-modified keywords that return Map 3-Pack results differ from other types of keywords within your SEO strategy. To highlight a contrasting example, consider how long do roofs last in florida. As you can see, it’s still a geo-modified term, but in this case, it doesn’t show Google Maps.

Screenshot of Google SERP for Informational Query

What’s the difference? Google understands the user intent to be informational, meaning the searcher is seeking specific information to answer their question rather than a company or service to help them.

For local + informational phrases, your SEO strategy will differ slightly.

You must publish long-form blog posts that answer common user questions with these types of terms. These queries are unlikely to lead to a direct sale, but they may lead to an indirect sale. By linking internally from informational content to commercial content, you can gain customers.

Content

Speaking of content, it is the most potent SEO weapon in the industry. You can establish topical authority on your website by covering a range of roofing-related topics in Florida. Then, as Google begins to trust your website for Florida roofing topics, you can rank for valuable keywords more quickly.

We mentioned user intent when contrasting keywords like roof repair greenacres, which returns a Local Map 3-Pack on SERPs with how long do roofs last in florida, which does not. As a result, two different kinds of content pieces are required to satisfy each’s respective user intent.

For the term roof repair greenacres, you want to publish a service page navigable from your homepage menu. Service pages are typically shorter and embed contact forms and other contact methods. Conversely, the term how long do roofs last in florida merits a 1,000+ word blog post.

Screenshot of Service Page on Roofing Website

With this in mind, developing a content map serves your content writers best while adding new pages and posts to your Florida roofing company website. You should select which services and questions to address based on keyword research and overall consumer behavior.

Quality matters regardless of whether you produce a service page or blog post. Therefore, hiring quality content writers, either in-house or externally, is critical to achieving favorable SEO results. In addition, you can edit content with tools like Grammarly to avoid misspellings and typos.

Link Building

If there’s a secret recipe to Florida SEO, it’s link building. Unfortunately, however, building links is a double-edged sword in the world of digital marketing. Just as robust as links can be in a positive sense, they can also wipe your website off of search engines altogether.

The excellent news for Florida-area roofing contractors is that local link building is more straightforward than national. By claiming citations on local and industry directories, you earn nofollow links back to your site.

National websites often frown upon nofollow links since they count as a ranking hint rather than a full endorsement, but for local sites, they are potent. Compile links from top directories like HomeAdvisor and Angi.

Screenshot of Angi Citation for Florida Roofer

As for traditionally dofollow links, which count as a full endorsement, you can reach out to local institutions like chambers of commerce, little league organizations, and other regional acquaintances. Be mindful that most black-hat links come from dofollow links.

While you have limited control over links pointing from a 3rd party to your own website, you have complete discretion over internal links. As the name implies, internal links are connections from one page of your website to another.

Internal links help users seamlessly navigate your website, but they also transfer link equity, page to page.

So, for example, your post about how long do florida roofs last might garner more links and social shares than a service page. But you can transfer the link equity by linking from the blog post to the most relevant service page, like florida roof replacement.

Other SEO Considerations for Florida Roofing Companies

Roofer’s Guild has outlined the most effective SEO strategy for roofers in Florida, but additional factors come into play. For example, your domain name plays a legitimate role in your ability to rank for keywords. You should also pay attention to reputation management.

Domain Name

Roofing companies should own their domain name before investing in SEO. You can purchase a domain name from providers like GoDaddy or Siteground. Companies with an established domain are in better shape than newcomers, as Google tends to rank established domains more quickly than brand-new ones.

You can measure your domain’s age by visiting Whois.com, which lists the domain’s registration date. Names older than five years have a distinct advantage, while domains younger than six months are disadvantaged.

If you are thinking about changing your domain name, be sure to weigh the cost of the change against the existing domain’s age and authority.

Domain Authority is a popular metric from Moz that measures the credibility and weight of a given domain. While Google does not acknowledge the metric as a ranking factor, it likely has a similar internal metric for evaluating a domain’s authority.

Other 3rd party tools like Majestic and AHrefs give their own variations of this metric, which are worth identifying. For the most part, DA is based on a website’s link profile. You can expect your DA to ascend consistently if you acquire high-quality links from high-quality websites.

As an agency that helps roofing contractors, we fully understand that some newcomers don’t yet have a domain. You should spend more time selecting the perfect domain name in these cases. You can even look into the expired domains market to see if any expired domains with high DA may fit your brand name.

However, in most cases, you will be selecting a brand-new domain. Brand and keyword are the #1 SEO factors you can control with your domain. For instance, greenacresflroofing.com is undoubtedly an excellent choice for a domain. However, this type of exact match name is rarely available.

Screenshot of Domain Name for FL Roofing Company

Another method is to use your company brand name, like jimandsonsroofers.com, as your domain. Although you don’t get an inherent local benefit, you will further establish your brand, which can pay off as more people learn of your company.

Finally, you can combine a local term with your brand name. The one pitfall of this method is the length of the domain. You don’t want a domain name that is too long as it is difficult to type and appears unprofessional. Therefore, only utilize this method if you can shorten the name.

Reputation Management

As a local roofing contractor, reputation plays a significant role in SEO. Part of Google’s local algorithm is prominence, which accounts for your reviews. Google Business Profile is the best platform to acquire reviews, but it also helps to spread them throughout multiple platforms like Facebook and Yelp.

Aside from its impact on Local Map 3-Pack rankings, reputation can also influence indirect SEO factors. For example, when somebody searches for your company name + reviews, what will they see? If you correctly manage your reputation, they will see profiles from trusted platforms.

Screenshot of Google reviews on search engine results page

Acquiring more reviews is the best way to enhance the reputation and dilute the impact of negative reviews. In addition, you can use 3rd-party software tools to automate review requests. These tools work by auto-sending SMS and email requests to recently serviced customers.

Some Florida roofing businesses fall into the trap of paying for fake reviews, which violates every platform’s guidelines and will hurt your reputation rather than help. Besides, consumers are typically skeptical of perfect 5-star ratings and prefer a range between 4.5 and 4.9.

As for negative reviews, replying is the best option, but only when you have gathered an appropriate response. Again, as a business owner, you want to project calmness and credibility rather than instigate further debate. If you can appear as the more credible party, you help your reputation.

Next Steps for Florida Roofing Companies

If you are ready to proceed with SEO services for your local roofing company, feel free to reach out to a roofing-specific SEO provider. You can also contact the Roofer’s Guild team for marketing services, including search engine optimization.

If you are not ready to invest in SEO services, you can continue to read our free resources and stay up-to-date on the latest marketing trends.

The speed of technological advancement in the digital marketing space has seen unprecedented expansion, so be sure to check back regularly for the latest updates.

Nov '21

3 Ways to Acquire (Exclusive) Roofing Leads in Las Vegas

Blog Cover for Roofing Leads Las Vegas Showing Vegas Skyline

Las Vegas roofing leads are extremely valuable. After all, Vegas is one of the most unique cities in the United States. A thriving tourist and hospitality industry is at its heart, which helps fuel the local economy.

It’s a gem in the desert, and outside of its bustling strip is a massive suburban residential area. In fact, Las Vegas real estate is currently among the hottest in the country.

As a roofing contractor operating in the Las Vegas area, your business should be booming.

New housing developments get approved almost every day. Meanwhile, Real estate agents capitalize on the thriving housing market and a massive influx of new residents looking for property inspections.

The only problem for roofers is that competition can be rather brisk.

The more leads you get, the more opportunity you have to close sales and grow your local market share.

The following post is dedicated to helping roofing contractors in the Las Vegas area acquire new and exclusive leads.

Table of Contents

Exclusive Las Vegas Roofing Leads

There is a big difference between exclusive and shared leads. Exclusive leads are the ones you really want to vie for because they are leads with a higher likelihood of purchasing intent.

In other words, exclusive leads have been nurtured. As a result, they represent people who are more likely to need and be ready to pay for roofing services than other leads.

There is another distinct advantage that exclusive leads have over other types of leads: they are not shared with other contractors.

With shared leads, a lead-generation company may sell the same lead to multiple contractors. But, in the end, the contractors have to compete with one another for a single customer.

That’s not something you have to worry about with exclusive leads. As a result, exclusive leads give you a much higher chance of converting the customer and making a sale.

This is why you always want to have as many exclusive leads in the pipeline as possible. But how can you drum up exclusive leads? Here are some of the best methods for generating exclusive leads.

Infographic Comparing Exclusive and Shared Leads

1) Retargeting Ads

Retargeting ads are potent tools for professional marketers and business owners alike. For example, if you want to get more roofing leads in Las Vegas, this is one of the most effective ways to do it.

A retargeting ad essentially follows a web surfer around the internet after they have shown interest in your website or online content.

Say someone visits your website but leaves without scheduling an estimate, asking for more information, or taking any other kind of action. With retargeting ads, your online ads will appear on other websites that they visit.

It may sound annoying, but it really does work. In fact, some industries have reported that retargeting ads increased their conversion rates by up to 150%!

Retargeting ads can also help increase your brand awareness. For example, when someone visits your site but does not complete a purchase, a retargeting ad can reach them after leaving the site.

Retargeting ads fulfill many important digital marketing roles, including increasing brand awareness, following up with prospective clients, increasing online presence, and generating more exclusive leads.

2) Local Business Reach

Roofing contractors fail to tap one of the most valuable resources for lead generation: other businesses. But, of course, we aren’t talking about competing roofing businesses.

You can increase your roofing leads by reaching out to local businesses related to or involved with the roofing trade but not a part of it.

Here are a few good examples:

Real Estate Agents

Real estate agents always need a good roofing contractor they can depend on for roofing inspections and repairs on roofs to get their properties ready for the market.

And remember, the real estate market in Vegas is red hot right now, so this is a grand opportunity to start making some valuable friends.

Be sure to present prospective partners with your portfolio of work and any notable references.

General Contractors

New tracts are going up almost every month in Las Vegas, and there are a lot of general contractors in the desert that need the services of a reliable roofing contractor.

Reach out to all the local general contractors you can find. If you do commercial work, don’t forget about the contractors who specialize in commercial construction.

Hardware Stores

You’d be surprised at how many leads you can get by making Facetime with some of the local hardware stores in the area. In addition, you can ask the proprietors to leave some business cards for their customers.

Conversely, you can develop professional relationships with them to earn recommendations and referrals. Trust is a significant factor in business networking; sometimes, you achieve that through organic means.

3) Email Marketing

Email marketing is another excellent way to remind customers that you are ready and available to work. Email marketing for roofers is still a great way to get leads, as the ROI is through the roof.

You can generally expect $42 in conversions for every $1 you spend on email marketing.

Here are some tips for a successful email marketing campaign:

Don’t Spam: Consumers don’t want a deluge of emails every day. Sending an email a few times a month should suffice for your roofing business.
Personalize Content: Make the content unique to a customer based on their previous interests. Studies have shown that emails with a personalized subject line get opened way more frequently.
Enhance Content: Send prospective customers content that would actually interest them. Sales-based emails are OK in moderation but focus more on value-filled blog posts, videos, and podcasts.

Bonus Tip: Buy Las Vegas Roofing Leads

Newer roofing companies can buy exclusive leads in the Las Vegas market. There are two primary ways to purchase leads, which are 3rd party lead brokers and self-branded digital asset building.

3rd Party Lead Brokers

You can buy leads from a 3rd party that charges you per lead. There is undoubtedly an upside for brand-new companies that must prove themselves in the community.

However, the downside comes long-term when customers return to the broker rather than your roofing company.

Branded Digital Assets

The second method involves signing up for SEO services. For example, suppose you can hire a digital marketing agency.

In that case, you can essentially buy leads by paying for branded digital assets. Think about your company website and Google Business Profile, for example.

Nov '21

5 Helpful Tips to Generate Siding Leads in 2024

Siding Leads Blog Cover Showing Siding and Bog Title

Roofing companies would love to generate more siding leads. Think about it; most roofing contractors offer other home improvement services like gutter, window, and siding.

Branching out into other areas of home improvement is usually suitable for business. By providing more solutions to your clients, they can utilize your services more frequently.

In addition, you can use these services as an entry point into new customer relationships.

In the following post, Roofer’s Guild offers tips for generating new siding leads organically.

Table of Contents

The Value of Siding Leads

Leads are the lifeblood of any home service business, so roofers naturally want to generate siding leads.

As a result, an estimated 49,639 active siding contractor businesses are operating in the United States.

Earning quality leads can give you a considerable advantage against competitors.

Here are just some of the reasons you should invest in lead generation:

Exclusive Siding Leads

Any decent lead-generation service should be able to offer you exclusive leads. Exclusive leads mean that those leads aren’t being sold to anyone else but you.

Exclusive leads have a higher chance of conversion since you won’t compete with other roofers. On the other hand, platforms that sell shared leads are typically cheaper but less profitable.

Qualified Leads

While digital marketing efforts produce the highest quality leads, they also attract visitors who have no interest in using your services.

Purchasing prospects from a lead-gen platform ensures qualified leads. With marketing, you may be getting clicks on your site and ads, but not from people ready to pay for your service.

When you purchase siding leads, some services will offer prospects who have already gone through a sales funnel. These are qualified leads and represent consumers who are more apt to make a purchase.

The downside is that prospects who enter a sales funnel for a 3rd party platform will return to that platform the next time they need services instead of your roofing company. As a result, the lifetime value is limited.

No Long-Term Obligation

Most reputable lead-generation services will allow you to cancel at any time. Ideally, buying leads will increase your brand awareness and generate a steady customer base without investing in a service long-term.

Eventually, though, investing in marketing is more sustainable. Once your business makes good revenue, you will want to generate leads through SEO, content marketing, and Facebook Ads.

Service Pause

Some lead-generation services will also allow you to pause your service anytime. For example, if you get slammed with new leads, you might opt to pause the service to tend to all of your new customers.

As a result, you won’t pay for leads you don’t have the time to follow up on.

Fast Results

Paying for leads is a shortcut to all the work and time required for digital marketing efforts. Signing up with a lead generation platform ensures that you will get prospects quickly.

The price you pay is in long-term value, as we noted in the qualified leads section. While you get customers quickly, they don’t view your company as the authority. Instead, they return to the lead-gen platform for services.

Some companies don’t have the luxury of waiting six months to optimize a website and appear on search engine results.

Still, it is wise to work on your online presence even as you purchase leads from 3rd parties. This way, you can eventually use your own assets to get customers.

Lead Generation Tips for Siding Companies

You shouldn’t have to buy leads in perpetuity. Eventually, you’ll either go out of business or grow enough to produce your own branded lead generation platforms (i.e., your company website).

While lead buying may always remain a small part of your overall marketing strategy, it should take a backseat as your business starts to pick up steam.

Remember, you will need to replace it with solid lead-generation tactics.

Here are a few ways you can begin to generate new leads organically:

List of Lead Generation Tips for Siding Contractors

Google Business Profile

You should already be on Google My Business (now called the Google Business Profile). But being on these platforms isn’t enough. When it comes to home services, people want to see what you are capable of – not just read about it.

Remember to post plenty of high-quality pictures of your siding work and add siding as one of your services. These additions can help you appear on the Local Map 3-Pack for Google search results.

Email Marketing

Email marketing has a solid conversion rate compared to other facets of digital marketing. It is a great way to keep in touch with your customers. Producing email drips keeps consumers engaged and increases brand awareness.

Remember that a huge factor in generating siding leads is simply reminding consumers that you are around. In addition, it helps to segment email subscribers by needs, locations, and special considerations.

A friendly email now and then is a great way to keep your brand fresh in the minds of past customers and unconverted leads. In addition, targeting segments with customized emails makes your audience feel like you understand their needs.

Reputation Management

Marketing experts agree that customer reviews are powerful lead-generation tools. They can attract leads who are already looking to make a purchase since web surfers aren’t just going to randomly read a review about a siding business.

Suppose someone reads reviews about a siding contractor. In that case, that means they are interested in siding work if not already prepared to pay for service.

Be sure that you are present on as many review sites as possible, especially Angie’s List, Houzz, Home Advisor, and Google My Business. Also, be sure to respond to as many reviews (good and bad) as possible.

Search Engine Optimization

Getting leads is all about making your company more visible to consumers interested in your services. SEO is the best way to make your company as visible as possible online.

Through keyword research and on-page SEO, you can rank your website for various terms related to siding. Customers click on your website when they search for these terms, and your landing page converts them.

SEO and digital marketing should be your priority as your siding business gets a solid footing in your local market. In addition, organic traffic is cheaper and more sustainable than having to continually pay for new customers.

Get Siding Leads From Roofer’s Guild

At Roofer’s Guild, we help roofing companies like yours acquire high-quality siding leads. Our lead generation process produces a consistent stream of leads using SEO, website design, content marketing and calls to action.

Finding trustworthy marketers can be a challenge in the roofing industry. Many agencies look to manipulate roofers by selling them long-term contracts and locking them into a mediocre process. We look to help roofing contractors empower themselves to master their marketing.

Nov '21

4 Roofing Sales Rebuttals to Overcome Objections

Roofing sales objections are common in this industry. As a result, they present real challenges when trying to sell roofing materials or roofing services.

Most consumers don’t think about their roof’s condition until it becomes an imminent problem. People generally view roof work as expensive, invasive, cumbersome, and disruptive.

For this reason, roofing contractor business owners and customer reps run into sales objections all the time.

Still, with Americans spending about $58 billion annually on roofing upgrades and repairs, the market is not withering.

Roofing is an essential service, and everyone needs roof work at one time or another. As a good sales rep or owner who handles your own sales calls, you probably already know how to qualify leads and utilize a sales pitch when they are most likely to convert.

The key is learning the best roofing sales rebuttals so you can outsell your competitors.

Reasons People Object to Roofing Sales Pitches

While every situation is different, you will find that roofing sales objections can be categorized into three major groups:

Expense: There is a broad perception that all roofing work is inherently expensive, which is enough to put many homeowners off altogether.

Unfamiliarity: This is a big one for smaller contractors trying to break into a market with established roofers. The consumer may not be familiar with your company and, therefore, be wary of hiring you.

Need: Most people assume that their roof doesn’t need any work just because it isn’t leaking. There is no urgency for the job, so there is no perceived need.

It’s good to familiarize yourself with these scenarios so you can practice how to refute them in conversation. There is always a way around each of these types of objections.

Graphic Showing Common Roofing Sales Objections: Expense, Unfamiliarity, and Need

Mastering The Roofing Sales Rebuttal

Prospects may object for several reasons, which we’ve outlined above. However, each scenario has a way of winning these people over.

Expense Rebuttal

Roofers have a distinct advantage with expense because arguing the risk/reward factor would be elementary.

If a customer is worried about paying $1,000 for shingle repair, drive home that they could be spending $10,000 in just a couple of years if they don’t take care of minor roof problems.

It’s all about painting your product or service in a light that will make it more valuable than the initial expense.

Unfamiliarity Rebuttal

Unfamiliarity is tough to overcome if you are just starting out in the business or being established. In this scenario, there are a couple of things you could do:

Incentivize: Acknowledge your lack of brand authority and incentivize with special discounts or offers

Reference: Refer to your portfolio of past work, pictures, or even customer reviews. You can ask them for contact info to send some materials or refer them to your online reviews via email. Remember that people trust online reviews now more than ever.

Need Rebuttal

The “no need” scenario can also be disputed in several ways. First, you should start by asking qualifying questions like “When was the last time your roof was inspected/repaired?”

Probing questions might bring to light the fact that there is, in fact, a need for roofing work, even if the homeowner didn’t realize it at first.

Additionally, try selling your service as a money-saving upgrade. For example, describe how your roofing services may save them hundreds of dollars in annual utility bills (only if it’s relevant and accurate, of course).

The goal is to negate the absence of need by offering the prospect of upgrading. After all, everyone needs more savings.

If all else fails, remind the homeowner that an urgent need can arise at any moment. Most people logically agree that it’s better to address something before it becomes disastrous, which is a need in its own way.

More Roofing Sales Rebuttals

Now, we will get into more specific sales objections and give you some tips on how to side-step them.

Wrong Person

A common objection is that the person you are talking to is not in charge of making household decisions.

However, as long as you are not obviously talking to a child, this can be an excellent way to warm up a lead.

Thank the person for letting you know they aren’t the decision-making party. You politely ask if you can be introduced to that person or when it would be best to call back and speak to them.

Already Have a Roofer

When prospects tell you they already have a roofer, this is an excellent time to present the value of your services. You are out of luck if they refute your pitch by suggesting how content they are with their provider.

However, not everyone is thrilled with their existing provider. In these cases, it’s critical to be prepared to demonstrate the value of your services and the unique advantages you offer to the customer.

Consumers who are unsure about their current roofer are great candidates for observing examples of your past work. They may also be willing to submit contact information so you can send them materials.

Not Right Now

Many homeowners will tell you that they don’t need your services at the moment. They may even brush you off and ask you to call back in a few months. So, while you might get their contact information, try pushing harder.

Now is the time to make your services a priority. But unfortunately, a lot of people don’t think about roofing problems until they become disasters. But, if you can politely convince them of this reality, you have a chance.

Explain that putting off routine roof maintenance could cost them thousands of dollars. Instead, taking action before extreme weather months is the best way to protect their property.

Best of the Best?

If a prospect tries to compare you to another service, you are actually in a good position. It typically indicates interest and opens the door for a little more pitching.

This is an excellent opportunity to encourage them to set up an appointment or inspection with you to show them firsthand what you are capable of.

Remember that not all roofing sales rebuttals should be concerned with closing the deal. Instead, especially in a scenario like #4 above, your roofing sales rebuttals should be viewed as nurturing opportunities.

Roofer’s Guild Can Help

We hope you found this guide on roofing sales rebuttals helpful and that you use these tactics to convert more customers and qualify more leads.

Work with us here at Roofer’s Guild if you want to rake in even more roofing leads and maximize your chances of closing roofing sales.

Oct '21

5 SEO Tips for Houston, TX Roofing Companies (2024 Update)

Optimizing your Houston roofing company on Google is a tall task. With a population of 2.31 million, Houston represents one of the most competitive markets for roofers.

Implementing SEO for roofers requires consistency, patience, and precise tactics.

As an example, let’s research the keyword: roofing services houston.

Screenshot of Keyword Research From Moz on The Keyword: Roofing Services Houston

As you can see, the keyword generates nearly 50 searches per month with a difficulty of 27.

The good news is that the keyword volume is lower than the number of people searching for the term each month. The bad news is that 27 is a severe difficulty for a local keyword.

So, how can you rank on the first page for this term and others like it?

Below, Roofer’s Guild outlines 5 SEO tips for Houston roofers.

Table of Contents

1) Establish Regional Authority

Roofing companies think they can rank in every nearby service area by creating a page with the city name. Unfortunately, that strategy doesn’t work. However, if you establish regional authority, pages within the said region can and will rank on page one.

The secret to gaining authority is deep linking. First, you must create inbound links from authoritative local domains in the Houston area. For example, a Houston-based parts supplier linking to your website is a massive indicator of regional relevance. Get as many of these links as you can.

Secondly, craft your location page around local identifiers like landmarks, cultural vocabulary, and notable references. Finally, ask yourself the question, would a Houston resident feel like this page represents their needs?

2) Publish Social Proof

Google gets closer to imitating user responses each day. So, the best way to prove your relevance in Houston is to publish social proof highlighting your work. For example, verified reviews from customers in Houston should appear on your website and the appropriate pages.

In addition to publishing reviews, it would help if your website featured proof of your jobs in the Houston area. Different types of roofing software can help you automatically publish your field jobs on the corresponding pages.

Finally, be sure to include any local badges or awards your company received. Any local recognition will help build local authority for your business.

3) Hire a Local SEO Company

Does your existing SEO provider reside in Houston? How about the state of Texas? If neither is true, you might consider investing in a Texas-based digital marketing service.

Like anything else, regional marketers are better at marketing in your region. While national SEO providers might think they understand the Houston SEO landscape, specific nuances evade their frame of reference.

There are dozens of high-quality roofing SEO companies to consider when investing. Be sure to research their city and state to know which company best serves your local SEO needs.

4) Interlink Local Content

We touched on the importance of inbound links from locally relevant external domains, but don’t forget about internal links. For example, by writing several pages and posts about Houston, TX, roofing services and linking them to one another, you can establish regional authority internally.

One of the best ways to implement this content strategy is through blog posts. Your site should already have a roofing services page along with pages for subsets of roofing services, like tile roof repair.

To supplement those pages, write blog posts relating to Houston consumers. For example, 7 Common Roofing Problems for Houston Homeowners.

Once you publish several of these posts, make sure to link them to one another and your service page. As clusters of content showcase regional relevance, search engines begin to designate your site as an authority in that area.

5) Evaluate your Business Address

Many roofing companies fail to realize that their exact business address determines where they appear on Google Maps and Google Maps 3-Pack searches. Proximity is the #1 ranking factor for local Google My Business listings, and your specific map marker makes all the difference.

Ask yourself, are you located within the city lines or on the outskirts? Is your address in the middle of the city or right on the line to another city?

If you find your address unfavorable for local SEO, consider buying office space in a more convenient area and re-verifying your GMB address.

Some roofers list their Google listing as a service area business (SAB), which publicly hides the address. However, keep in mind that Google still uses the address for ranking purposes, whether it’s public or not.

Other SEO Factors to Consider for Roofers in Houston

While the tips above are the fastest way to get more local customers through SEO, many other factors will come into play. At Roofer’s Guild, we deal with SEO, digital marketing, and other promotional services all the time. Check out the other factors below:

Domain Name

Believe it or not, domain names still make a difference. For example, a domain with Houston in the exact text has a better chance of ranking than one without the city name. So, while you shouldn’t let a lack of the city name deter you from ranking, you should consider adding it if you buy a new domain.

A city name is unnecessary if you already have a domain with good age, authority, and brand recognition. However, if you are starting in the roofing business or your existing domain lacks the qualities below, consider purchasing a domain with Houston in the name.

Don’t go off buying a new domain just yet, as there are several factors to consider first.

Domain Age: How old is your existing domain? (the older, the better)
Domain Authority: What are your DA metrics? (Moz, Ahrefs)
Brand Recognition: Does your domain include your brand?

Including “Houston” within the domain name creates an SEO advantage but is not a magic bullet.

Best-Of Lists

You have probably seen best-of lists on Yelp and other popular websites near the top of search results for local roofing terms. For instance, search for houston tx roofing company and notice the top five results are all lists from established domains.

Appearing on these lists helps your SEO in general and can get you extra business from referrals. The most effective way to appear on these lists is to generate as many reviews as possible from satisfied customers and spread them to different review platforms.

The other option is to publish a best-of list on your website. Depending on how strong your domain is, you might be able to rank for a list. Remember to mention competitors to establish topical relevance for a list-based article.

Best-Of Roofing Lists on Google Search Results

Appearing on best-of lists through 3rd party websites can also help you rank better on Google Maps.

Reputation Management

We touched on reviews when outlining how best-of lists influence local SEO. However, affecting best-of lists requires strong reputation management. You must have profiles on all the most popular review platforms, along with consistent NAP information about your roofing business.

Focus on acquiring reviews on Google, Facebook, Yelp, and HomeAdvisor. Software tools can help you automate review requests and generate direct links to various platforms. Of course, don’t forget to ask for reviews in person, too.

In the process of generating reviews, you inevitably run into some negative feedback. For example, an irritated customer might leave a one-star review on your Google My Business listing, lowering your aggregate rating. Don’t panic. Respond professionally and move on.

Google My Business Reviews For Houston-TX Roofer

Reviews are a direct ranking factor for Google Maps and the Google Map 3-Pack.

Houston SEO Services from Roofer’s Guild

Need help implementing the tips listed throughout this post? Roofer’s Guild offers SEO services for Houston roofing contractors. Our SEO system results from decades-plus worth of testing and implementation with some of the top companies in Texas.

Our services include website design, on-page SEO, content marketing, and reputation management. Additionally, we ensure local roofers appear within the local Map 3-Pack and on organic results.

Best of all, we include a free tool with our services that helps roofers showcase their jobs within local service areas. We look forward to helping you achieve business growth.

Oct '21

Roofing Email Templates (w/Free Downloads)

When it comes to roofing email templates, there’s no magic bullet. Writing effective templates takes practice and attention to detail. Ultimately, you must achieve two things:

Pique the recipient’s interest immediately

Hold the recipient’s interest through the pitch’s duration

No pressure, right? Wrong. Roofing salespeople must achieve both measures in only a couple of sentences and come across as genuine and helpful in the process.

How To Avoid Low-Performance Email Templates

If your roofing company struggles with email marketing, you aren’t alone. Unfortunately, the numbers don’t lie; less than 25% of prospective customers open sales emails.

Moreover, of those who do open emails, less than 15% read through them in their entirety. The good news is that avoiding a few common pitfalls can increase that percentage imminently.

Keep it Short & Concise.

A catchy subject line may cause an open but sustaining the reader’s attention becomes challenging.

Unfortunately, most roofers fall into the trap of producing long-winded emails that bore the recipient to tears. Many times, such emails get marked as spam, thus blacklisting your address from that user.

Provide a Value Proposition

Email openers must have an incentive to read through the email and take further action. One major pitfall is failing to offer any value to the reader, such as a discount or free estimate/inspection.

If the consumers have no incentive to acknowledge your email, they won’t.

Personalize Your Subject Lines

The main reason people don’t open emails is that they look like spam. Lots of roofing companies fall into the trap of not personalizing their subject lines.

If you don’t address the recipient by name, they may very likely consider it spam before ever opening your email.

Writing Roofing Emails That Get Opens and Responses

To generate the combination of high open rates and high response rates, roofing companies should follow Roofer’s Guild’s five-part structure system for email templates.

Feel free to steal our strategy and make it your own.

Introduction / Opener

The first line must address recipients by name and clearly inform the reader about the email’s purpose. Focus entirely on the reader, and avoid talking about your roofing company at this point in the email.

Offer / Proposition

Empathize with the prospect’s problem or pain point while simultaneously providing an incentivized solution. For example, acknowledge their roof’s hail damage while offering a free, no-risk inspection.

Trust / Social Proof

In addition, you’ll want to strengthen your value proposition by showcasing your customer reviews on Google My Business and Yelp.

Provide direct links to your reviews, which you must acquire before launching your email marketing campaign.

Close / CTA

Conclude your email by closing the deal and providing an urgent call-to-action (CTA) for the reader.

Your CTA must be simple and easy to respond to, such as a simple yes or no response, so users don’t have to overthink it and won’t take time to ponder their answer.

Authority Push / Signature

The fourth step is more critical than roofing companies realize because it pushes your pitch over the top.

You must establish authority and credibility with your signature by signing your name, company name, and a link to your website. Feel free to include social and review links, as well.

Other Email Template Factors to Consider

Roofing professionals should avoid relying solely on templates when launching their email marketing campaigns.

While templates are a great starting point, they can’t solve all your challenges without extra work.

So, before blindly mass sending a templated email to your entire list, consider some of the other variables that come into play.

Adhere To CAN-SPAM Regulations

The CAN-SPAM Act applies to all commercial messages, not just bulk emails. Follow these seven rules to avoid heavy fines and unethical email marketing campaigns.

Don’t Use False Header Info (From, To, Reply-To, Etc.)

Don’t Use Deceptive Subject Lines (Click-Bait)

ID Your Message as an Advertisement

List Your Location

Provide Opt-Out, Unsubscribe Options

Honor Opt-Outs Immediately (Remove Opted-Out Users From Your List)

Monitor 3rd-Party Email Marketing Teams, Tools, and Behaviors

Templates Can Help Scale Your Campaign

Templates work best for messages that you can repeat to a large consumer base.

For example, if one of your email lists shares common goals, email templates can save you time and resources while acquiring new hot leads.

On the other hand, cold outreach emails are better suited for personalization.

Trial and Error Remains Necessary

Testing your open rates with various templates remains a top priority for any business. However, what works great for one roofing company may not translate across the board.

Why? Because roofers operate in different regions with different clientele. Ultimately, it would help if you honed your templates to fit your target audience.

Build On Existing Templates

A template exists to be altered, expanded and improved. With this in mind, tweak your email templates to get better results and use A/B testing to determine wins and losses.

Then, steal our free templates and alter them as you please.

Sometimes, the most challenging part of an email is the structure, which a template can provide off the bat. From there, tweak the language to fit your voice.

A “Perfect Word Count” Does Not Exist

Don’t get caught up in email word counts for your templates. While concise templates produce the best results, the precise word count is irrelevant.

If you’ve heard of the 100-word threshold, know that’s simply an arbitrary number made to satisfy the human brain’s need for round numbers. One hundred and one words won’t hurt you, nor will 99.

Free Email Templates for Roofers

Download The Commercial Roofing Email Template

Download The Residential Roofing Email Template

Download The Hail Storm Roofing Email Template