As a roofer, you’re a pro at installations, repairs, and maintenance. The work you do is a perfect example of why the saying “leave it to the professionals” exists. Perhaps the real challenge for you is getting more roofing leads coming in on a consistent basis. If you're looking to learn how to get fully booked schedules for your roofing company, this information is for you.
Here are three marketing ideas for roofers to get more customers online.
1. Lay a strong foundation with a great website
Every business needs a website, but why? The most obvious answer is that your customers expect you to have one. Consumers search online for everything these days, including roofing professionals. According to a Google Economic Impact study, 97% of consumers go online to find local products and services. A roofing website that showcases your brand, services, and other relevant information is the first phase in building trust with a potential customer.
Will your roofing business get found? That’s up to you and the type of foundation you lay out for your web presence. Creating an attractive and professional-looking website that strategically shows up in your target market search feed is where you'll find the most success.
PRO TIP: Getting Your Website More Exposure with Search Engine Ranking (SEO) & Search Engine Marketing (SEM)
If you want your website to get found in local searches for roofers (such as for “Santa Clarita roof repair”), your website needs to be properly optimized for search engines and users. This is especially critical for businesses like roofing companies that rely heavily on local customers. Through content marketing that's been designed with search engine optimization (SEO) in mind, search engine optimization (SEO), you can get your website ranking at the top of organic (or unpaid) search results where you will actually get seen. In addition to that, you can use paid search ads, also called search engine marketing (SEM), to get prime paid placement on the search engine results page.
2. Patch up the holes in your online reputation
When you see a hole or leak in a roof, you patch it up, right? The same goes for your online reputation.
You may be working hard to build a reputation for good work with online users only to find that customers are being driven away by bad online reviews on sites such as Yelp. Reviews can create a major impact on your business. Ninety-three percent of customers consult online reviews when making buying decisions, making it critical that you manage your online reputation.
When your roofing business receives a bad review, do damage control by responding to the upset customer, apologizing for the negative experience, and proposing a solution. Focus on getting good reviews, as well. Also, encourage your customers to review you when they have positive feedback to share.
PRO TIP: Ensure your online presence has up-to-date information about your business
Incomplete or inaccurate listings on the web could also be harming your online reputation and even local SEO. Boost your roofing business’ web presence by ensuring that it is listed accurately in online directories such as Yelp, Angie’s List, HomeAdvisor, YellowPages.com, and others. Ensure that your business information (name, address, and phone number) is correct and includes a working link to your website and Google My Business. Inconsistent or inaccurate online listings can hurt your local search engine rankings.
3. Perform regular digital marketing inspections
How do you know a roof is going to hold up during the next rainstorm? You do regular inspections, which allow you to spot any issues in advance. The same goes for your roofing marketing.
Regularly reviewing your digital marketing metrics helps you determine how your website, SEO, and paid search campaigns are performing. Not getting enough site traffic, ad clicks, or new customers? You may need to make some adjustments to get things back in working order.
Here are a few digital marketing metrics that your roofing business can track:
- The number of unique visitors you get on your website each month (organic vs. paid)
- How long visitors are staying on your webpages
- Number of ad clicks
- Number of conversions (phone calls, form fills, appointments set, etc.)
- How high your website ranks organically for specific keywords
With regular monitoring and maintenance, you keep your website and online marketing campaigns performing at their peak and keep interested potential customers funneled to your website. Consider strategies like Google ad marketing, a social media presence if you don't already have one, and email marketing to keep your roofing service top of mind.
One final marketing idea: Professional support
We know you can quite literally raise the roof when it comes to the skill level of your craft. But tackling internet marketing can seem like a daunting job. Our team of experts provides support in all the avenues you're looking to improve. Whether you want a fully booked schedule, better ROI with marketing, revenue increase, or just generally growing your business, Scorpion is here for you. Contact us today to start improving how you run your best roofing business.
