Blog

May '22

7 Convincing Reasons for Roofing Companies to Use TikTok

A few years back, I had just finished a pristine roofing project when my younger nephew came up to me with his phone, showing me a funny roofing video on his TikTok app.

I remember laughing out loud, thinking, “Isn’t TikTok for teenagers dancing and singing?”

My nephew slyly replied, “TikTok is for everything, even roofing.”

While I was far from sold by his assertion, I remember gaining a curiosity about this social platform at that very moment.

Today, that curiosity has transformed into a full-on recognition that TikTok for Roofers is absolutely a marketing tool — and one that is a whole lot more enjoyable than “Traditional marketing methods.”

Roofer’s Guild’s Marketing Guide for Roofers

As a proud member of Roofer’s Guild, I will outline seven reasons all roofers should consider using TikTok in 2024.

But first, we have to answer the most essential question:

Key Takeaway

TikTok for roofers is a valuable advertising and marketing tool to help your company expand brand awareness and generate more roofing leads.

Table of Contents

Do Roofers Need TikTok?

TikTok is a popular social media platform that will only get more popular. And as a marketing rule of thumb, you should be present where the consumers are.

As of 2024, TikTok has 1.4 billion users, which is expected to reach 1.8 million by the end of the year.

TikTok is known for short, video-based content, which presents an opportunity for roofing contractors. But it goes much deeper than that.

Users spend more time on TikTok than all social media platforms, averaging 55.8 minutes per session. For contractors serious about getting in front of more eyeballs, the appeal of this platform is obvious.

TikTok should be a part of your content/social media marketing strategy, along with Instagram, Facebook, and Linkedin.

Reasons to Use TikTok for Your Roofing Company

Running a roofing company presents countless challenges; some you see coming and others you don’t. Let’s be honest: TikTok should not be your top priority (nor should any social media platform).

However, if you aim to expand brand awareness and generate more leads for your roofing business, you should absolutely pursue TikTok.

Below are six convincing reasons for roofing companies to use TikTok.

1) TikTok Ads Can Generate Roofing Leads

The best reason to use any social platform, including TikTok, is to generate roofing leads. TikTok Ads allow roofing companies to run billboard-style ads directly in the users’ feeds.

Because TikTok is an addictive social media platform, users spend hours scrolling their feeds, which can include exposure to your ads.

As with Facebook or Instagram Ads, it’s essential to create attention-grabbing video ads that immediately hook the user.

It’s even more critical with TikTok, as users have the shortest attention span of any other social media user.

Installing a TikTok pixel on your website is a great way to optimize your ad budget properly. When TikTik users visit your website, they can be retargeted via the TikTok app.

2) TikTok is User-Friendly

One of the great things about TikTok is that creating a profile and post is straightforward.

With TikTok, you won’t need to employ any experts. The platform gives you all the tools you need to create engaging content.

You don’t need to know anything about coding or have any experience in web design.

As long as you have a basic smartphone experience, you will find TikTok very intuitive and user-friendly.

3) TikTok Helps you Reach your Target Demographic

There are about 80 million Americans who use TikTok every month. About 60% of those users are between 16 and 24.

As a roofer, this isn’t your target demographic. But 26% of TikTok users are between 25 and 44, which is your target demographic.

Roofing Advertising Guide

We know what you are thinking: 26% doesn’t sound like much. But when you consider that 26% of 80 million is 20,800,000, you realize you are still dealing with a vast pool of people.

People between the ages of 25 and 44 will most likely be first and second-time homeowners: the same people who are very likely to have many questions about their roofs.

4) TikTok Helps With Local Targeting

With TikTok, you can aim your content (and your ads) at people in your direct vicinity.

For example, we know that it wouldn’t do a roofing company much to have their content seen by someone in a different state.

But TikTok allows you to target users in your city, town, or county so that the people most likely to hire you will see your content.

Local targeting is part of what makes it a great local SEO and marketing tool.

Aside from location, you can filter who sees your content by criteria like age, interests, and gender. First-time users should try location filtering initially.

Then, however, you can start fine-tuning your demographic targeting as you get a better sense of your audience.

5) Roofers Can Repurpose TikTok Content

If you create something specifically for TikTok, you can use it on other platforms like Instagram.

Suppose you make a particularly popular or helpful video (based on the number of views and comments). Consider publishing it on your website or your company’s YouTube channel to maximize its reach.

YouTube offers a variation of TikTok content with YouTube Shorts, which are 60-second or fewer videos that serve a similar purpose to TikTok videos.

Users quickly consume these kinds of videos by browsing through the YouTube Shorts section.

TikTok videos are commodities you can spread across all your online outlets to increase visibility for your company.

While recycling TikTok videos may not always be the best idea, it’s good to understand that it is always an option.

6) TikTok is a Great Platform for Instructional Videos

Instructional videos and short “how-to” guides are viral on TikTok, especially after the pandemic.

As a result, people are willing to use the platform they already spend a lot of time on to learn to do simple tasks.

The how-to format of videos provides a golden opportunity for roofers to make guided videos regarding roof maintenance.

Many people have questions about their roofs, and new homeowners will likely take to TikTok to answer those questions.

The only question now is: will you be the one to answer them?

7) People Buy Through TikTok

Will TikTok earn you more customers? That depends on the effectiveness of your posts. But what is certain is that TikTok users are more than willing to use the app to make purchases.

TikTok is the number one platform for purchases of goods and services. Not only that, many TikTok users follow businesses they purchase from.

While social media won’t convert at the same rate as your website, it can funnel new leads into your business and help grow your brand.

How Roofers Can Get Started With TikTok

TikTok for roofers is undoubtedly a powerful and essential tool in 2024. Some contractors consider social media a waste of time, but the influence on your brand can be significant.

Roofing business owners that expand brand awareness through platforms like TikTok gain an advantage.

You can get started with TikTok advertising by visiting TikTok for Business. Reach out to Roofer’s Guild with any questions.

May '22

7 Great Methods for Using Instagram for A Roofing Company

Using Instagram for Roofing Company (Blog Cover)

You may have pondered using Instagram for your roofing company in the past. After all, you’ve seen and heard about the number of people engaged with the popular social media platform. Still, you want to know if the app’s popularity applies to your roofing business and getting leads.

The typical response from roofers is, “Instagram doesn’t work for roofing.” But that isn’t true. Take the following statistic as a demonstration: more than 90% of Instagram users follow at least one business.

Instagram for a roofing company can be very lucrative. In the following post, Roofer’s Guild provides some helpful tips for using Instagram to aid your roofing company and generate more leads.

Table of Contents

1) Set Up Your Business Account

First things first: you will need to set up an account. As a roofing company, you will want to set up a free business account. Business accounts differ from a typical account and provide expanded features.

For example, a business-specific Instagram account allows you to add an email link so interested users can contact your business with one click. A business account also shows a mapped location of your business inside your profile so people can see exactly where your roofing business is located.

In addition, Instagram will also track your account’s vital stats, like how many views and follows you get.

2) Complete Your Business Profile

Be very careful when writing your profile bio. Stay on brand and have a consistent message. Your Instagram business profile should match your website’s About Us page and Google Business Profile description.

Reiterate your roofing company’s core values and speak directly to your target consumer. In addition, when choosing an avatar for your Instagram business profile, we recommend using a version of your company’s logo.

Again, this ensures consistent branding and won’t confuse people who may think your Instagram presence is different from your official website. Including a link to your official website in your Instagram business profile is also essential.

3) Identify Your Target Audience

The average Instagram user’s age is between 25 and 34 years old. As a roofing contractor, you probably shouldn’t target 25-year-olds who aren’t likely to own their own homes. Instead, you will want to resonate with the upper age range of Instagram: 34-year-olds and higher.

Consider the needs of this age group. For example, many IG users are first-time homeowners with various questions about roof repair and maintenance. The younger demographic prefers to learn visually, and Instagram provides a great medium to capture their attention.

Your target audience knows how to navigate social media platforms, including Instagram. As a result, Instagram is a great place to get their attention by offering simple “how-to” guides related to roofing. Guides will drive views and follows and increase brand recognition and loyalty.

4) Create A Post Schedule

As a roofing contractor, you probably already know there is a slow and busy season in the roofing industry. You may have even adapted your business to offer services in the winter (the traditional slow season) so that the lull isn’t so drastic.

Your Instagram posts should call attention to your business and services. So, it can be beneficial to plan out a posting schedule that corresponds with your services and the times of the year that they are most popular.

For example, people require winterizing roofing services sometime in the late summer or early fall. Come up with post ideas and schedule them to publish around those times. Time of day is also crucial because IG’s algorithm displays the most recent posts according to the user’s activity.

Here is a helpful guide to finding out when your target audience is most active:

Log into your Instagram business profile

From your profile dashboard, click on the “Insights” tab

Under the “Your Audience” tab, click “See All.”

Now you can scroll down to see the hours that your audience is most active

5) Include Target Keywords

Instagram is a social media platform predicated on images and videos. But captions and descriptions are still needed. You can use this short copy as an opportunity to boost your SEO rankings.

You can insert specific keywords into the captions of your photos and descriptions of your videos. Keywords enhance your posts’ visibility to people searching on Google or other search engines for roofing.

Identifying keywords is easy with keyword research tools like SEMRush, Moz Keyword Explorer, and Uberssugest. Although the search volumes correspond to Google search, you can drive SEO signals from IG to Google.

Use these keywords in post captions to increase visibility, including via #hashtags. Just remember to keep it light and natural. No one wants to see spam in an Instagram post.

So, if you can’t fit the keyword naturally, it’s better not to use it. Also, ensure that the caption and keyword are relevant to the photo or video.

6) Stay Active and Consistent

People will quickly forget about your profile if you go ghost for weeks at a time. You don’t necessarily have to post every day, but you should shoot for at least one post a week for a roofing company. And always remember to prioritize quality over quantity.

If users engage with your Instagram page, make sure to respond. They may leave comments on your posts, reply to your stories, or direct message you privately. Regardless of their chosen method, you can capitalize on their engagement by moving them through the lead funnel.

Depending on the authority of your roofing brand, you can follow back other users who follow your profile. The best way to approach this is to examine every profile that follows you.

You should follow them back if they look like a potential customer or another business related to the roofing industry. On the other hand, avoid following them if they look like an unrelated business.

7) Publish Instagram Stories

Instagram Stories are unique to the IG platform and differ from TikTok and Snapchat videos. With IG Stories, you can upload sequential videos onto your profile. Users then click the stories and can watch your sequence of events.

Stories are an excellent medium for roofing companies because they allow users an inside look into your workday. For example, you can show them a new roof you are walking and estimating or show them your truck, office, etc.

You don’t have to be a social media influencer to come across well on Instagram stories. However, if you are honest and engaging, people will gravitate to your videos.

Using Instagram for a roofing company is just the beginning. The platform is essential, but ideally, you want to be present on all social media platforms.

Final Thoughts on Instagram for Roofing Companies

Instagram is a powerful social media platform under the Meta Business Suite umbrella. As a result, roofing companies can integrate their Facebook and Instagram advertising strategies to grow their business.

The emergence of Stories and Reels within the Instagram platform has brought video content to the forefront of user engagement. Roofers that invest in high-quality video production, which is now easier with user-friendly video editors, can benefit from these social media features.

May '22

How To Get Satellite Roof Measurements With Google Earth

Satellite Roof Measurements (Blog Cover)

The following post outlines how to get satellite roof measurements with Google Earth. As a roofing contractor in 2024, you are probably looking for ways to cut your operating costs anywhere you can.

But, at the same time, you don’t want to diminish the quality of your services or customer relations.

Did you know that you can get satellite roof measurements using Google Earth? One important thing to note, though, is that Google Earth still can’t account for roofs’ pitch or slope degrees.

Therefore, it will only help calculate the area of flat roofs.

Table of Contents

Getting Started

The first thing you will need to do is get Google Earth Pro installed on your computer or mobile device. You can download Google Earth here. It’s simple and best of all: it’s free! After installation, open the app.

You will see an image of the Earth. This screen is essentially your dashboard, and it will allow you to access all of the features available to you.

The next thing you will want to do if you take satellite roof measurements is uncheck the 3D Buildings option underneath the “Layers” menu on the bottom right-hand side of the screen.

Screenshot of Google Earth Settings for 3D Buildings

It may not be automatically checked, but you should double-check anyway because having this setting on will interfere with your roof satellite roof measurements.

Find Your Building

Now, you are ready to locate the building with the roof you are trying to measure. On the top left side of the screen, you will see a search field.

Screenshot of Address Search on Google Earth App

All you have to do is enter the address of the building you are trying to take measurements for and press Search.

From here, you should be able to see a bird’s eye view of the building and, more importantly, its roof. Now, you can zoom in on the roof. Using a computer and mouse, you can rotate your scroll wheel to zoom in on the roof.

You will also see a zoom tool on the right side of the screen. You can click on the “+” end to zoom in.

You will have to keep the roof centered on the screen as much as possible to get accurate satellite roof measurements.

To do this, hover the cursor (in the case of Google Earth Pro, the cursor is a hand) over the center of the roof, click it, and move it around until it’s as close to the center of the screen as possible.

Align The Roof

For the easiest measurements, you should align the longest edge of the roof so that it’s parallel with the top of the screen. To achieve this orientation, you may need to rotate the image.

Screenshot of Google Earth Rotate for Alignment

A circular “rotate” tool in the top-right corner will allow you to rotate the image clockwise and counterclockwise. Click it until you get the optimal orientation.

Measure The Roof

On the left-hand menu, click on the option for “Tools.” Then, check the box next to the option “Ruler.” This will open up a prompt with the option for something called “Polygon.” Go ahead and click on Polygon.

This will give you an option to select measuring units. You should go ahead and choose feet and square feet.

Now, you’re going to want to drag the ruler box out of the field of view (the part of the screen that actually displays the image of the roof. Move it to the left so it is completely out of the way of the field of view, but be sure not to close it.

Hover back over the roof image, and you will see that your cursor is now a little square. Align the square into one corner of the roof and click and hold your mouse.

Screenshot of Google Earth Measurement Process

Now, while still holding down the mouse button, move to the second corner of the roof. Continue this process until you have rounded the entire perimeter of the roof.

Getting The Roof Area

Once you’re done covering the roof’s perimeter, take a look at the little “Ruler” option box that you dragged out of the way. It should give you the area of the roof.

Screenshot of Roof Area from Google Earth App

Now you’re done! You can repeat this process to get satellite roof measurements for any flat roof!

FAQs about Measuring Roofs With Google Earth

How Accurate are Google Earth Roof Measurements?

Google Earth is good for estimated measurements. However, you should still conduct professional field measurements before ordering more materials. The goal is to remain within your budget and get the job done.

Are There Video Tutorials for Google Earth Roof Sattelite Measurements?

Yes, several YouTube videos outline how to measure your roof on Google Earth. Sometimes, seeing a real-time video can make the process easier. Here’s one example of a video that outlines the process

Apr '22

SEO for Roofers in Phoenix: The Ultimate Guide for 2024

SEO for Roofers Phoenix (Guide Cover) (Showing Phoenix Building)

SEO for roofers in Phoenix is an essential digital marketing strategy for Arizona roofers.

At Roofer’s Guild, we know this first-hand, having worked with dozens of roofers in the Phoenix metropolitan area.

Compared to other options like PPC and Facebook Ads, SEO produces the best digital marketing ROI when appropriately done and fosters a sustainable stream of incoming roofing leads.

The key is correctly implementing search engine optimization, which you can learn how to do in the following guide.

What is SEO for Phoenix Roofers?

Phoenix roofing SEO is the intentional strategy for improving Phoenix-based roofing companies’ search engine rankings. The primary goal of SEO is to rank a roofing company website and Google Business Profile for local and industry keywords.

SEO Basics for Phoenix Roofing Companies

At a bare minimum, Arizona roofers need a website and Google Business Profile to utilize SEO properly. Websites require a domain name, hosting provider, and content management system to publish, while Google Business Profiles can be claimed and verified through Google’s platform.

Phoenix Roofing Company Website

A company website is the foundation of SEO for roofers. Good websites have service pages, blog posts, and other content assets that rank on Google search results.

Furthermore, the best websites have urgent calls to action that convert organic traffic into viable leads.

Content is vital to ranking a website on search results. However, technical SEO aspects like site speed, URL structure, and user experience also factor into search engine optimization.

Search engines want their users to find the best websites with the best content so that they come back to the search engine for other queries.

Domain Name

SEO requires a legitimate domain name to work, preferably of the .com variety. Domains typically cost between $2 and $20 per year and can be purchased on domain registrars like GoDaddy, Siteground, Namecheap, etc. Domains with Phoenix and roofing in the name have a better chance.

Hosting Provider

Web hosting costs anywhere from $2 to $500 per month, depending on your needs. However, most Phoenix roofers can spend less than $100 per month on hosting to ensure fast website speed and good security.

You can buy hosting from the same platform where you purchase your domain name, or you can use an alternative provider.

Content Management System

Your content management system or CMS allows you to publish content on your website, install plugins, and upload media.

At Roofer’s Guild, we recommend WordPress CMS because it makes everything easy for roofers. If you choose to go another route, consider Duda or Squarespace.

Google Business Profile

The second most crucial SEO asset is a Google Business Profile. A GBP (formerly known as Google My Business or GMB) is a free listing from Google that roofing companies can verify through a postcard. Google needs to confirm that your business address is accurate and truthful.

Once you claim and verify your Google Business Profile, it can begin ranking on Google’s Local Map 3-Pack and Google Maps results. Connecting your company website to your business profile can boost its SEO potential.

Optimizing your profile with images, content, and a complete profile can improve its rankings for relevant search queries.

Verification

Once you submit your address on Google Business Profile, they will mail you a postcard for verification. The postcard will contain a unique verification code that you can input into your profile where it says code. Once you insert your code, your profile can go live and start ranking.

Reviews

Your Google Business Profile also serves as a place where customers can leave reviews. Getting more reviews helps your GMB listing rank higher and for more keywords.

You can send customers a direct link to review your business via Google, increasing review frequency.

Optimization

Complete your profile fully to optimize your GMB listing for SEO. Make sure to upload photos of your staff, input the correct hours of operation, and write up a high-quality business description.

You can even take it further by publishing Google Posts and listing each of your services.

Advanced SEO Concepts for Phoenix-based Roofers

As a Phoenix roofing contractor, you want to bring in local consumers who need roofing services. These potential customers may search for location-specific terms like roofing company phoenix or implied local terms like roofing company near me.

If the user searches from a Phoenix zip code, Google will recognize both terms as synonyms. In addition, Google’s local algorithm is advanced enough to understand that when users add near me to their search query, they seek a service near their search location.

Screenshot of MOZ Keyword Explorer for Phoenix Roofing Terms

Keyword Research

Keyword research is the basis of your SEO rankings as it allows you to target specific terms and phrases that your target customers use when searching on Google and other platforms.

Most keyword research tools like SEMRush, Moz, and Ahrefs allow you to evaluate monthly search volume. You can also measure keyword difficulty and estimated CTR.

Content Publishing

Content takes your target keywords and submits them to Google’s index through service pages and blog posts. Your content should insert keywords in the title, H1, H2, meta description, and URL.

Aside from inserting the exact term or phrase into your content, you should supplement it with synonyms and ensure readability for users.

Link Building

Local roofers with links from credible institutions like the Arizona Roofing Contractor’s Association are more likely to rank than those without solid links.

Inbound links serve as a digital endorsement from one website to another. You can build links by building relationships with trustworthy companies and programs. Creating good content may also earn links.

Reputation Management

Modern customers check reviews before investing in roofing services, and search engines like Google know it.

As a result, companies with reviews from Google, Facebook, Yelp, Better Business Bearue, and other credible review platforms are more likely to rank than those without a reputation.

You can increase reviews by reminding your customers to submit them.

Local SEO Strategy for Phoenix, AZ Roofing

Local roofers have less of Google’s index to worry about than national companies. You don’t need to rank for national keyword terms or get links from national institutions.

In some ways, Local SEO is easier, but it does require a few extra steps in the search engine optimization process.

Screenshot of Phoenix Yelp Listing for Roofer

NAP Citations

One overlooked aspect of Local SEO is NAP citations. These are also links, but they are called nofollow links and differ from the links we described earlier.

You can create these links manually by submitting your website to business directories like Angi, HomeAdvisor, and BBB.

You can also use a service like Whitespark to automate your citations across thousands of platforms. Of course, such a service costs a fee but vastly expedites the citation creation process.

Aside from listing your business on multiple platforms, you want to ensure consistency and accuracy.

Local Landing Pages

Although Google Business Profiles are the best way to rank for local terms, you can also rank for them on your primary website. You achieve this through local landing pages, AKA city pages.

Creating unique city pages allows you to rank in Phoenix along with Tempe, Glendale, and Scottsdale. As a local roofing contractor, you likely serve customers in nearby zip codes and would like to get their business.

Social Proof

Showcasing local awards and badges on your company’s website is another overlooked aspect of Local SEO in Phoenix. Any local honor is worth sharing on your website, not just for SEO purposes but for conversion rate. When consumers see badges, they see credibility.

If you are a newer roofing company without awards, try to network with local associations and build a following. As your brand grows locally, you are more likely to receive opportunities to earn badges, awards, and more.

Final Words on SEO for Roofers in Phoenix

SEO gets a bad reputation in the valley because of bad actors in the industry. At Roofer’s Guild, we recommend selecting from our list of the best SEO providers. It’s true that some agencies do lousy business and will cost your business long-term, but SEO can also provide substantial ROI in 2024.

The key to successful SEO is understanding the processes outlined in this guide. You will likely find sustainable success when you implement SEO in Phoenix from an informed and educated position.

Mar '22

7 Effective Tips for Roofing Postcards, Flyers, and Direct Mail

When it comes to roofing postcards, the questions are simple. Does direct mail still work for roofing companies? Are roofing flyers worth printing and distributing to local homeowners? Roofing contractors want to know these answers before investing capital into producing these marketing materials.

As for the numbers, consumers generally like receiving direct mail, and it’s reflected in the statistics. For example, approximately 73% of American consumers prefer direct mail contact because they can read it at their convenience.

Like most other marketing strategies, these tactics work when done correctly. As a result, Roofer’s Guild will outline seven helpful tips for maximizing your roofing postcards, flyers, and mailers in 2024.

Table of Contents

1) Keep your Options Open

Roofing is a very seasonal business. When the rain, snow, or hail is falling, you probably have no shortage of leads. However, when the skies clear up, you may find that your phone goes silent. This is why it’s a good idea to have a couple of roofing postcard templates ready to go as the weather dictates.

For example, you can have one template that speaks explicitly to the needs of people dealing with snow, rain, or hail damage.

For example, an image of a snow-covered or leaky roof may be just what you need to get people thinking about the condition of their roofs in the winter.

So, this template would be great to send out to the local market during winter. But what about springtime?

This is where a second postcard template comes in handy. To keep the jobs coming in fair weather, have a postcard template that you can deploy in the off-season. For example, spring and summer have been identified as the best time for people to buy homes.

And what do people need when they list or buy a home? Roof inspections/repairs, of course! For the off-season, think of knocking up a postcard that promotes your roof inspection and repair service.

Maybe include an image of an old, shabby-looking roof to get people to consider the current state of their own roofs.

2) Use Analytics

Neighborhood or regional analytics can be beneficial in your direct mailing campaign. Using these analytics tools will make your campaign more effective and efficient.

Suppose you are blindly sending out roofing postcards to the local neighborhoods. In that case, you are probably wasting a good amount of money. On the other hand, printing and sending mailers aren’t cheap, so neighborhood analytics is essential.

Don’t send your roofing postcards to new housing developments because they will already have brand-new roofs installed.

Instead, use neighborhood analytics to help you find areas with older homes that are more likely to need some kind of repair.

You can also check out which areas of your city or neighborhood are most affected by adverse weather. Targeting these areas may yield the best ROI for your direct mailing campaign.

3) Personalize the Message

As much as possible, make the copy of the postcard personal. Of course, the easiest way to do that is simply using the recipient’s name. But you can also personalize the message. For instance, you can customize the messaging based on the customer’s previous services, i.e., shingle repair.

Think about the everyday roofing needs that follow after their paid service. Or think about the common concerns after they paid for that specific service and tailor your message to those concerns.

On the other hand, avoid using trickery like printed text that emulates handwriting. People aren’t as susceptible as marketers make it seem. If anything, most people will resent your attempt to trick them and tear your mailer to shreds with a look of disdain and disgust on their faces.

Keep your personalization transparent and straightforward. Of course, you should have records of everyone on your mailing list, including which services they’ve used and inquired about.

4) Utilize Relevant Imagery

People in a neighborhood with smaller homes probably won’t respond well to roofing postcards with images of decadent estates. However, you will know where the postcards are going in most cases, so make sure your imagery is relatable to the recipients.

As much as you can, make the homes used in your postcards look like the homes of the people receiving them. For example, many royalty-free image websites feature pictures of residential homes.

The idea is to connect with the recipient by communicating your understanding of their specific needs. For example, suppose the images on your mailer match the style of home they currently reside in. In that case, you create a non-verbal trust indicator.

5) Focus on Text

The text of the postcard is just as important as the images. One tactic that we have seen work for many roofing companies around the country is simply including the name of the city or neighborhood.

People respond more when they see a local company instead of some faceless, giant national roofing chain. Mentioning the name of the city or neighborhood, or even just mentioning that yours is a local roofing company, will make your company more natural.

The text should be concise and get to the point quickly. Homeowners don’t want to read a novel and are quick to toss your mailer in the recycling bin. To capture their attention, get to your punchline within the first sentence.

6) Include an Offer

It never hurts to include a special offer on your postcard. This immediately gives more value to the piece of paper that consumers get in the mail. Instead of just a piece of roofing mail, they will view it as having value to them, even if it’s not immediate value.

When an offer is included, people tend to keep postcards around instead of throwing them away. These offers are called calls to action on a digital ad or website promotion, but the same logic applies to mailers.

Homeowners get their fair share of junk mail, making an urgent CTA essential to avoiding a toss into the trash can or recycling bin. Your best chance will be with legitimate offers rather than ones that mislead the homeowner, who may fail to read the fine print.

7) Multi-Channel Roofing Marketing

Roofing postcards are an excellent strategy for marketing your company locally. But for the most effective approach, you have to target your customers everywhere they are.

Consider professional roofing SEO and digital marketing services so your postcards have a more significant impact.

The numbers don’t lie: roofing postcards and direct mailers should still be a part of your general marketing efforts. However, most homeowners will research your company further by searching its brand name on Google.

As a result, failure to implement SEO and reputation management may negate the impact of your mailers, even if you properly design them. In 2024, multi-channel marketing will foster trust and increase conversions.

But just because direct mailers and roofing postcards are older and conceptually easier to understand than SEO doesn’t mean you won’t hit a creative speed bump.

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.

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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.