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3 Ways to Take Advantage During Your Next Roof Inspection

A Roof Inspection on an Industrial Building

How Can You Better Utilize a Roof Inspection?

Most people aren’t taking full advantage of their commercial roof inspections. Despite all the professional knowledge and technological advancements of the roofing industry, companies still don’t know how to plan these assessments and use them to get ahead in their budget planning. Today, we’d like to explore how your business can leave this trend behind and start saving time, money, and effort through a better commercial roof inspection!

If you’ve struggled to find reliable roofing professionals in the past, be sure to read along closely.

Why You Need a Roof Inspection

Let’s be honest. Roofing projects can get expensive fast. That’s not a reason to shy away from a commercial roof inspection. On the contrary, a timely checkup for your rooftop could make the difference between a few minor repairs and a major replacement scenario.

That’s why we highly encourage professional consultations for every two to three years. 

No matter how skilled a building manager or company owner may be, a seasoned roofing specialist always detects those minute signs of degradation better than the untrained eye. Their experience allows them to discern differences between simple scarring and leak-prone vulnerabilities in the membrane (or metal panels, etc.). Plus, it saves you the time of trying to examine the damage yourself!

When to Schedule

As we’ve mentioned already, two to three years is a widely accepted interval between commercial roof inspections. For buildings with thick steel or aluminum roofing, businesses may be able to stretch that time period up to five years. This makes it easy to track gradual degradation from wind, solar radiation, chemical effects (common with industrial buildings), thermal warping, and other seasonal factors.

Of course, that interval is often cut short by extreme weather threats, including hail trauma. You’ll need to assess the rooftop and (potentially) schedule your storm damage repair. Below are just some of the many appropriate circumstances to call your local roofing contractor.

A Casual Roof Inspection on a Commercial Building

Minus Severe Storm Trauma, Plan to Schedule a Roof Inspection Every Two to Three Years.

When to Get a Roof Inspection

  • Following hail trauma or another severe storm threat
  • After detecting (or suspecting) a leak
  • Before performing a roof restoration / coating project
  • When assessing property value
  • Every two to three years (five for metal systems)

What Does a Roof Inspection Cost?

Sadly, large scale commercial roofing inspections are rarely free! That’s actually a good thing however, as paid inspections generally entail a more detailed assessment of your building’s health. If you’re on the verge of an expensive roof repair or replacement decision, you don’t want your contractor breezing through the checkup!

While commercial roof inspections feature a wide cost spectrum across the various states, most small business projects fall in the $200-500 or (5-10 cents / sq ft.) range (HomeAdvisor). This reflects the larger scale of single ply and other flat roofing systems that so frequently top our buildings. Most contractors will charge by the square foot as a result. Expect higher rates for roof inspection projects involving specialized imaging equipment, which we’ll discuss later on.

For now, let’s take a look at how to take better advantage of inspections.

Tip #1: Know What You’re Getting

The concept seems so simple. However, one of the top reasons most businesses can’t take full advantage of their roofing inspections is they simply don’t know what’s included in their service. If your company wants to save time, money, and effort during your upcoming building projects, start asking questions. There’s room for more, but below are a couple critical questions to ask your roofing contractor(s).

A Roof Inspection on a Metal System

Ease of Access to the Roof Can Also Affect the Price of Commercial Roof Inspection.

What Does a Roof Inspection Entail?

If you’re going to pay $500 or more for a building checkup, it better end with something more in-depth than “Oh ya, there’s damage alright! Lemme call my estimator.” A paid commercial roof inspection should include a careful analysis of the rooftop surface, seams (the usual suspects for leaks), edges surrounding equipment, draining systems, and more. That’s why prudent business owners tend to inquire ahead of time about what’s included in their service, especially when trying out a roofing contractor for the first time.

Ask about time requirements, costing, areas covered in the inspection, and what’s included in their roof inspection report.

What’s in the Inspection Report?

If you’re thinking “Um…what is a roof inspection report?”, that’s okay. This contractor-created document outlines the findings of the inspection, documents and itemizes damaged areas, and (typically) includes an estimate for fixing the degradation. It’s the single most important product of your commercial roof inspection, because it allows your business to plan next steps. If your contractor fails to provide a report, the waiting time between roof inspection and repair work tends to widen, which isn’t acceptable in a post-storm situation.

You’ll likely need the roof inspection report for insurance purposes too! There’s one more reason to make sure your contractor includes estimates in their findings.

A Drone Takes a Picture During a Roof Inspection

A Drone’s Point of View Allow Greater Coverage During an Industrial Roof Inspection.

Tip #2: Upgrade Your Inspection

Visual inspections offer timely, cost-effective results, if the client is a small business. Larger companies typically require a more expansive analysis, and “eyeballing it” often leaves areas of damage undetected. You don’t want to find water leaks weeks after your repair project!

That’s why it helps to upgrade your roof inspection with drone support.

Drone inspections, particularly with infrared (or thermal) imaging, equips your roofing team with a broader perspective. These assessments naturally work well with large industrial or shopping centers in need of a roof inspection for hail damage and/or leak detection. They also complement energy-efficiency checkups for building managers looking to test their cool roofing systems.

Popular Uses for Thermal / IR Inspections

  • Detecting weakness (energy waste) in the commercial building envelope
  • Identifying degraded seams between membranes
  • Spotting punctures and scarring in the rooftop
  • Locating exposed edges and corners
  • Detecting water pooling trapped on or under the roof

Tip #3: Ready Your Next Steps

So far, we’ve outlined how to better prepare prior to your commercial roof inspections. Now let’s dig into how to harness the assessment process to plan your next steps.

Building management never ends. Neither does the ongoing upkeep of your roofing system, a huge factor of your team’s protection against the elements. Instead of ending your inspection with a simple repair or replacement quote – or worse, sitting on the report findings until the problem gets more complicated – why not take a moment to plan ahead?

A Roof Inspection in a Large City

Use Inspection Time to Plan Your Maintenance Budget Years in Advance.

While you have a seasoned, knowledgeable, and licensed professional there to answer your questions, start asking about future roof milestones. This might be a replacement ten years in the future, or a restoration project you’ve been considering to save on energy costs. Get estimates that you can factor into the building management budget. The choice to act on this information or ultimately discard it is up to you, but at least you’ll be working to get ahead!

Potential Questions to Ask Your Inspector

  • In our future roof replacement, which solutions could help us cut energy costs?
  • How can we extend the life of your roofing system down the road?
  • Realistically, how long can we expect these repairs to last before more work is needed?
  • How can we reduce roof maintenance costs in the future?

Find a Trusted Commercial Roofer Near You

If your current roofing contractor doesn’t provide the consistent results you’d like to see for your commercial roofing projects, our team at Roofer’s Guild can help. Are association of roofing contractors spans all over the United States, making it easy to find a reliable professional in your local community. Every contractor adheres to a strict standard of excellence, professionalism, and certification, meaning you can call with confidence!

To find a nearby roofing company in your area, call us at 877-282-8968. You can also browse directly through our helpful directory. We can’t wait to serve you!

A Different Approach to Repair vs Replacement

An Aging Roof That Could Use Repair or Replacement

How Do You Know When to Choose Repair vs Replacement?

Roofing systems expire just like any other company asset. However, you have some say about how long this particular resource lasts. While that may be fantastic news for many business owners, others view this situation as just one more management decision on their already piled plates. Instead of going through every conceivable option your company may consider in the repair vs replacement decision, let’s talk about how your business can streamline the decision and make it ridiculously simple.

While this 3 step guide can be adapted to the homeowner’s decision-making process, we’re going to focus on addressing businesses in this article. If your commercial building recently suffered significant storm damage, or if the roof is nearing the end of its projected lifespan, be sure to read along closely. By the end, you should only have a small handful of cost-effective options for your business.

Step #1: Identify Needs and Constraints

The best way to streamline your roofing repair vs replacement decision is to quickly eliminate as many options as possible. To do this, start by identifying your immediate needs and constraints. What’s the difference between the two?

Needs revolve are conditions that have to be met in order for your business to continue daily operation without risk of interruption, injury, or penalty. If you work in a bakery, you need the roof to stop leaking so that black mold doesn’t start growing in the kitchen. Below are more examples of needs:

Common Commercial Roofing Needs

  • Structural Safety
  • Leak Prevention
  • Proper Insulation
  • Storm Protection
  • Contamination Prevention
  • Storage Capacity
  • Chemical Resistance
  • Thermal Resilience
  • Timeliness

Businesses have different needs. Industrial companies need stronger chemical and thermal resistance, while hospitals must have powerful insulation to block contaminated air. Just make sure you don’t confuse needs with preferences or goals. Those come later.

A Company That Might Be Debating Repair vs Replacement

Be Sure to Schedule an Inspection Before Debating Repair vs Replacement!

Establishing Your Constraints

This should be the easy part. For most businesses, their constraints lie in the monthly budget. If you don’t have tens of thousands of dollars for a green roof (or another high-efficiency) roof, you don’t get a green roof! If your city building requirements require a certain efficiency rating for your rooftop, then you can start debating intensive or extensive system options.

Types of Business Constraints

  • Budget / Insurance
  • City Requirements
  • Environmental Constraints
  • Industry Requirements
  • Project Duration
  • Operational Interference
  • Building Structural Capabilities
  • Certification Requirements (LEED, EnergyStar)
  • Contractor Constraints

Let’s cluster these together into general categories. We’ll start with constraints of the highest importance and move on from there.

External Constraints (Industry, Municipal, Environment.)

Does your state or city commercial laws place limits on the type of roofing materials available to your company? What about your industry associations? Ignoring these statutes could put your business on a perilous path towards fines, loss of privileges, and other unfortunate consequences. Make sure you’ve heavily researched local laws before you begin the big repair vs replacement decision.

Your environment can be just as demanding. Even if there isn’t a law compelling you to protect your building against hurricane season winds (for coastal cities), ignoring the threat can seriously cost your business!

Internal Company Constraints

As we mentioned before, budget can knock out all sorts of roofing solutions. Some roofing systems require too much time and interference with your day to day operations. Material and labor delays may further disrupt business. You’ll need to collaborate with your contractor about your needs and constraints to see what roofing solutions remain. Finally, your commercial building simply may not be able to handle the weight requirements of heavy systems (such as extensive green roofs or special tile).

Restoration Falls on the Repair Side of the Repair vs Replacement Spectrum

If You Only Need Temporary Weather Relief, a Energy-Saving Coating Might Work Best!

Applying Your Needs and Constraints

Instead of beating around the bush while contractors bid on roofing systems you don’t want (and can’t support), establish your need/constraints list ahead of time. For best results, restrict yourself to absolute essentials. Everybody wants to save money on energy costs every month, but it’s rarely a need. Include as many constraints as possible however, as this will actually simplify your repair vs replacement decision.

Let’s do make a few hypothetical lists to help you get started. Keep in mind, these conditions are made up; you’ll have to do your own research for your business.

Company #1: An Independent Bakery in Coastal Florida
Needs: Leak Prevention; Storm Defense
Constraints: Budget of $20,000 or less; Cannot close store for more than two days

The store’s budget automatically rules out most forms of premium roofing. A short installation window also prevents options that would require additional structure reinforcement. Their best options will likely be repair with a restorative coating or a premium single ply roofing system.

Company #2: A San Francisco Corporate Office Building
Needs: Leak Prevention; Structural Safety
Constraints: City & LEED Energy Requirements; 30+ Years Sustainability

Energy constraints in this scenario would rule out most black-top and/or lightly-insulated roofs. Since they building company has fewer budget constraints, they may wish to select an extensive green roof or a very high quality foam system.

Company #3: An Chemical Manufacturing Facility in Pittsburg
Needs: High Chemical and Thermal Resistance; Resistance Against Foot Traffic & Equipment
Constraints: Seasonal Cold; Industry Requirements

Here, we see needs and constraints closely related to the industry of the company. Many manufacturing companies experience the same sort of challenges. Most turn to industrial-strength coatings, premium PVC, or coated metal paneling. The seasonal cold eliminates certain materials that become brittle in that environment.

A Modern Office Building Walkway

Energy-Efficiency is a Common Goal for Businesses Pursuing LEED Certification.

Step #2: Compare Options Against Goals

Once a business establishes a detailed list of needs and constraints, that’s when they can move along to goal-setting. These are the nonessential but preferred benefits that a roofing system can provide for your company. Perhaps you’ve longed for lower daily energy costs. Maybe you’re looking for lower building insurance premiums. Once needs and constraints eliminate the majority of roofing solutions available on the market, goals further narrow down your list of options.

Common Goals for Roofing Projects

  • Extend the life of the current roof.
  • Reduce building energy costs.
  • Minimize future maintenance requirements.
  • Achieve prestigious (but optional) building certifications.
  • Find a minimum-cost solution.

While it’s entirely possible to pursue multiple goals at once, don’t get caught in the trap of pursuing everything. There’s no commercial roofing solution that provides 100 years of service, energy savings, storm protection, and light maintenance for less than $10,000. If you find one, let us know!

Once you’ve completed your research and eliminated the majority of your options, it’s time to consult with your contracting company.

Step #3: Consult Your Contractor

A New Roof Wins the Repair vs Replacement Decision

Many Smaller Businesses Prefer Single Ply Solutions for Their Low Costs.

It’s always wise to consult your contractor in situations involving serious storm damage or accumulated long-term degradation. The best contractors strive to make your goals their own, but also provide insights that guide your decision process. Enter the the conversation with an open mind, but a firm clasp on your essentials list!

They’ll narrow down your short-list even further.

If you don’t have a preferred contractor on standby, try consulting with a few highly rated teams before you make an ultimate decision. This tends to reveal any material or brand bias that could impact your company’s financial success. If one contractor seems too eager to recommend the most expensive new roofing system, it’s probably best to take your repair vs replacement question to another service.

Closing Thoughts

While the repair vs replacement decision can feel stressful, this simple planning process eliminates a huge portion of that anxiety. It also brings your business much closer to finding a solution that matches your immediate needs, crucial constraints, and forward-thinking goals. All that’s left is to find a seasoned roofing company that provides the services you’re looking for.

At Roofer’s Guild, we’d love to help you find a highly-rated, insured, and credentialled professional that you can trust with your important projects. We put our roofers through a rigorous vetting process, so that we can recommend them without hesitation. If you need a local contractor for commercial roof repair or replacement, contact us today at 877-282-8968!

Storm Chasers – Before You Make the Big Move

At Roofer’s Guild, we’ve worked with countless contractors over the years. Nothing makes a roofing contractor’s mouth water more than the prospect of a city wide storm. However, some markets don’t experience the regularly recurring storm opportunities that others do. The average company in Little Rock, Arkansas isn’t going to see as much volume as a contractor in Galveston, TX.

This is where the storm-chasing bug bites. “Would I be better off moving to a hurricane town?”

Whether the ultimate destination is a city wracked by hurricanes or hail, the allure is the same. But what consequences does such a move have for your business, especially when it comes to marketing and local SEO? Should roofing companies pack their bags, put the family in the trailer, and head to Houston? Let’s dig into the subject and find out!

A Map Pack Listing in Local SEO

Who’s Going to Win the Majority of Website Traffic in This Scenario? It’s Tough Being the New Guy.

Understanding the Storm Chaser Mindset

First off, moving to a more opportunistic market is perfectly normal. This is not an article designed to stop someone who wants a better life for themselves and their family. Storm damage roof repair markets offer thousands of opportunities to earn new clients. Considering the time-sensitive nature of these projects, there’s certainly no lack of motivation on the client side either!

We’ve all heard the roofer success stories: getting hundreds of roofing projects in single year. At Roofer’s Guild, we even had a San Antonio based client report over 700 projects in one year following a terrible storm! That’s the sort of volume that may come once in a decade. However, we urge roofing contractors not to close their current locations without giving serious thought to the issue. 

Storm Damage Repair & Local SEO

Odds are your business relies on search marketing for a large percentage of roofing leads. The online growth may be extremely subtle, to the point most roofing contractors don’t even know how much they rely on Google for continued growth. More and more homeowners turn to local search to find their essential services. The need for local SEO (search engine optimization) isn’t going away anytime soon.

What does this have to do with your business?

A Mobile Home With Significant Storm Damage

How Will Customers Learn About Your Business in the New Market?

It takes months, sometimes years to establish a company’s presence online. As a brand becomes more well-known and trusted by Google, the search engine promotes the company’s listing to higher ranks and the leads start pouring in. Finally, the company starts ranking on the front page for many industry-related keywords. Success may be hard fought, but the company earns a consistent living and expands to nearby cities.

That story can turn out very differently if the roofing contractor in question decides to close shop and move to a new state. Here’s how…

Rebuilding SEO

#1: Your Local SEO Has to Start Over

At Roofer’s Guild, we’ve encountered many contractors who thought they could simply switch their location in their website and immediately earn traffic in the new market. When they finished moving to a new state, they were shocked to find that their website wasn’t ranking. If you decide to chase after a developing storm market, your business will most likely experience the same problem.

Put simply, a company’s website must optimize for whatever service area they operate in. Google examines activity, reviews, photos, and other sources to confirm a company provides the services they claim to in their supposed service area. When a company shifts to a new environment, Google has no applicable data to draw from. While it’s entirely possible to take your branded website and switch service locations, you’ll be forced to go through the process of gaining credibility in your new market space.

Fiercer Competition

#2 You’re Entering a More Competitive Market

In smaller markets, there’s usually only a handful of companies vying for top position in local search. The lower volume of clients gets split between fewer players and practically everyone has a piece of the pie. Many contractors find that this is enough to live comfortably off of.

Local SEO Results for Roof Repair in Houston

Established Contractors Often Dominate the Usual Keywords.

Storm markets offer a significantly higher volume of potential clients, but they also come with fiercer competition. Dozens and dozens of contractors fight for storm leads across local SEO and PPC platforms. This means that front page keywords in Google Search may be far beyond your initial reach. Google naturally promotes companies with more established reputations through premium map packs and page 1 organic listings. Of course, you’ll also be fighting against roofers who perform their marketing offline.

Old Tactics

#3 Relying on Old Marketing Tactics

As we’ve mentioned before, companies that move into a storm market often expect immediate results from their website. But it takes time for local SEO to catch up in the new environment. Meanwhile, it might be necessary to fall back on some traditional marketing tactics. Walking door to door may feel inconvenient in our online world, but it does provide fairly consistent results. You can also promote your business in local organization publications!

Traditional marketing often requires a weightier time investment, so make sure you have the necessary staff when the time comes to enter the new market. Otherwise, you might find your time split between earning leads and performing jobs.

If You Decide to Start Over

An Apartment Damaged by a Fallen Tree

Traditional Marketing Can Help While Local SEO Catches Up.

Hold onto that website and your brand (unless it’s location-based)! You’ll need to update your citations and business listings, especially in Google My Business. Keep these as consistent as possible. Google penalizes inconsistencies, even if it’s only a difference in abbreviating your address! As you find new clients and earn their business, ask for reviews.

While you might be tempted to fight for those primary keywords (ex: storm damage repair), less popular secondary keywords are more likely to provide results during the first months of your new location. A diverse portfolio of keywords produces the best traffic over time! You may also want to try out Google Ads and retargeting to earn supplementary leads.

Earn More Leads With Roofer’s Guild!

Local SEO isn’t the only difficulty involved with changing company locations. Moving challenges the entire family. If you decide that switching to a storm damage market is the right move for you however, our team at Roofer’s Guild would love to support you! We help contractors find high-quality leads and grow in one in the most competitive industries.

Contact our team today for a free consultation! Simply call (877) 282-8968 to get started.

3 Great Conversation Starters for Your Content Marketing

Content marketing plays a strange role in your overall promotional plan. When the concept first came into focus earlier in the decade, it met with very mixed responses.

  • “Why on earth would we create content that doesn’t focus on promoting our brand?”
  • “Isn’t that the territory of home improvement magazines?”
  • “We don’t have the writing talent to create these materials.”
  • “That sounds like it takes too much time to keep up!”
  • “Why should we be the ones to strike up these conversations? Consumers already do that.”

Taking time to write outside of your immediate service portfolio might feel uncomfortable (or even unnatural), but so many businesses profit from the enterprise. Today, we’ll talk about how your roofing company can profit from a sophisticated content marketing strategy. Be sure to look for our 3 conversation starters that offer natural ways to lead back into your services! Let’s get started.

What is Content Marketing?

Content Marketing Material Earns a Featured Snippet on Google Search

Content Marketing May Also Land You Featured Snippets Like These!

Before we go any further, we need to define content marketing. This is the process of engaging potential clients through insightful, well-crafted, and valuable content. The focus is not necessarily to promote your services and/or products, but to show context(s) that your services might shine in. You’ll see some fitting examples of context-building in our suggestions later on.

There are many types of media that roofing contractors use to engage with their target market. Popular examples include:

  • Company blogging
  • YouTube videos
  • Facebook posts
  • Instagram stories
  • Infographics

For new roofing contractors, our team at Roofer’s Guild typically recommends beginning with a simple medium like blogging. You can easily write about questions your customers like to ask, such as how to choose a new roof or similar topics. It doesn’t require a lot of technical expertise, and the consistent production of new content on your website looks good for roofing SEO. 

Content Marketing is Not Aimless

Contrary to popular belief, writing about just anything that comes to mind doesn’t provide value for your business or your clients. Content should be at least loosely related to your services and topics you know clients really care about. While it may be fun to write about your latest hunting or fishing trip, you need to focus primarily on the industry and related client concerns. Brief mentions are okay since they showcase your team’s personality, but leave the full stories for your personal Facebook, Instagram, etc.

The best content marketing campaigns address prevalent situations that your clients will look online to research. If you don’t know how to find these hot topics, try utilizing some helpful consumer research tools. Answer the Public is a favorite among our writers at Roofer’s Guild! You can also try typing in some common questions in Google and looking for “People Also Ask” features in the results.

The Lifecycle of Content

A Diagram of the Content Lifecycle

Content Lives On Long After Publication. Source: Content Strategy Inc.

Taking the time to create fresh content may feel like a time-consuming challenge, especially if the material only lasts for a short while. Thankfully, roofing contractors can easily reuse and refine content over the years to create even more value for their business and clients. Since the industry doesn’t change very quickly, this means that content has a longer lifetime before it needs changes.

Roofing systems naturally require maintenance and repairs to keep their functionality. Likewise, content needs to be updated to reflect current industry standards and practices. For instance, if Conklin products change over the course of a few years, you’ll need to update your blog posts or videos to show it.

3 Topics for Roofing Content Marketing

Odds are you’ve already discussed these topics with your clients. They naturally segway into common roofing services, but they also provide real client value. We’ll talk about how to take each topic and develop a working content marketing campaign.

Energy Saving Home Improvement

Energy-efficiency offers a very lucrative conversation for bringing up premium roofing solutions like metal panels, foam, PVC, and others. That’s because homeowners and businesses crave savings, especially when coupled with enhanced property values. Many roofing contractors like to utilize this topic. However, too many fall into the trap of turning their “Consumer Guide” into a glorified service pitch. That sends readers running for the hills. While all content marketing materials should end with a short section for your company, keep in mind that 90% of your conversation must focus on consumer topic.

A Roofing Company Writes a Blog for Content Marketing

You’re a Roofing Company. It’s Okay to Talk About Roofing Issues! Source: Apex Roofing

How to Tackle Energy-Savings

  • Do your research!
  • Find respected authorities on the subject and quote them (ex: Energy.gov; Energystar.gov).
  • Create a list of applicable solutions.
  • Incorporate related, high-quality photos.
  • Write a blog.
  • Review and make your edits.
  • Have someone else do an error check, then publish.
  • Post a link and short description of your blog in Facebook and/or Instagram.

Protecting Your Home From Storm Damage

This one ties in directly to roof damage repair and emergency services, which makes it a compelling topic for roofing companies across the nation. Perform your own localized spin on the subject and throw in some handy tips that only an experienced professional can offer. Without overselling, you might even relay a personal experience or how your team might handle a situation. Focus on targeting the emotions a homeowner or business owner would feel in this stressful situation, and how they can prevent that in the future.

How to Tackle a Storm Damage Post 

  • Draw from personal and professional experience.
  • Try using a client’s story.
  • Create a step by step guide for handling damage.
  • If you feel comfortable, create a helpful video tutorial.
  • Share with your Facebook Business and other social media profiles.
A Content Marketing Blog About Storm Damage

Find Your Client Hot Topic and Start Answering Questions! Source: Beartooth Exteriors

How to Handle Insurance After Storm Damage

Again, we have another easy tie-in for companies that offer insurance claim assistance. Post-storm damage repairs represent a very stressful challenge for homeowners, especially when insurance gets involved. For first time homeowners that aren’t familiar with the process, a simple how-to guide may provide all the insight they need. It will also familiarize them with your brand for future projects, or maybe even win you the repair project!

How to Tackle Insurance Discussions

  • Include a real life example.
  • Focus on the step by step process with a numbered checklist.
  • Provide insights into key consumer decisions (repair or replace, for example)
  • Include an FAQ section on related hot questions (consult Google’s “People Also Ask”)
  • Share on social media.