Our Proven Formula for Roofers

The number for each option, like Web Design, represents how important the option is to your digital marketing success.
10 - Critical, 0 - Not Important

The ($) represents how much each option costs.
$$$$ - Highest Cost, $ - Lowest Cost

Web Designfor Roofers

Importance:

10
$$
You get one chance to look established, trustworthy, and credible online. Our responsive Web Designs elevate your brand, engage your visitors and persuade them to take an action.

Roofing services are very transactional; in most cases, a new roof or roof repair is a need vs a want. The goal for your website should be to present your roofing company as experienced, qualified, and trustworthy. People procrastinate roof work because it’s expensive, so when the decision is made to deal with a roofing problem, they want to know the company they choose will get the job done correctly, without a lot of hassle. Because most customers won’t need roofing services very often, building brand loyalty takes a backseat to trying to get customer information quickly on the first visit. A well-designed roofing website will have clear calls to action, a prominent phone number and a short lead form to guide the visitor to contact you for a quote wherever they are in the sales funnel.

Roofer Marketing: Web Design, SEO, PPC, Social for Roofing Businesses - web-design-roofers

Short Term

Once your new roofing website is launched, you’ll notice an immediate difference in the number of leads you receive. Even if there amount of traffic coming to your website stays the same, converting even a few more of those visitors will have a noticeable impact on your bottom line.

Highest

Truth is, your website will likely be the first real interaction a potential customer will have with your brand. So, a new website is where you’ll see the greatest return on your investment. Because so many other marketing channels, both traditional and digital, are directing visitors to your website, improvements here will better support every marketing initiative you’ll be running. As a result, designing a website that focuses on trust and conversions will keep moving people from research mode into tangible, paying roofing customers.

Ready to grow your roofing business?

Request a Free Strategy Session

Review Managementfor Roofers

Importance:

10
$
Building trust online starts with actual customer reviews. Our Review Management package makes it easy to ask your customers for a review and provides one platform to manage your reviews across multiple sites.

Simply put, your online reputation affects nearly every channel of your digital marketing. Everywhere you look, you’ll see reviews on Google, Yelp, and numerous other places online. When looking for a roofer, trust is one of the biggest factors for consumers. A roof is a major investment, and potential customers want the confidence of knowing you’re going to treat them well, charge them fairly, and do a great job. Reviews on third-party sites like Google, Yelp and Angie’s List are some of the best ways to let roofing customers know they can trust you. Having a few bad reviews is ok, and when you do enough business, it’s likely. We all know there are people out there who are never satisfied and like to complain. However, it’s critical that you respond to them and demonstrate to everyone else that you’re willing to do what it takes to make the situation right. Potential customers don’t expect perfection, but they do expect honesty, authenticity, and your willingness to stand behind your work. Growing your reviews with HLM ensures your happy customers promote their experiences so new customers have the highest trust in your business.   

Roofer Marketing: Web Design, SEO, PPC, Social for Roofing Businesses - review-management-roofers

Long Term

86% of people will hesitate to purchase from a business that has negative reviews. Having just one to three bad reviews with no response is enough to deter 67% of prospects from purchasing a product or service from you completely. As a result, making an effort to respond to any negative reviews and continuing to attract positive reviews will set your business apart.

At the same time, reviews now make up 10% of how Google and other search engines decide to rank your site in relevant search results. Because reviews are becoming an even more important part of their ranking algorithm, it’s critical for both your short and long-term success that you continue to get positive reviews. Every roofer should have a minimum of ten great reviews on Google to even be in consideration for ranking well.

High

The reality is that everyone can say they’re great on their website, so the best tactic for attracting new roofing customers is sharing actual, authentic, real reviews on trusted review sites like Google, Yelp and Angie’s List. More often than not, a potential customer will reach out to a roofer with the best reviews first. With our technology and only 15 minutes a day, your office admin can be the difference in attracting several new roofing leads, or sending those potential new leads to your competitors.

Ready to grow your roofing business?

Request a Free Strategy Session

Search Engine Optimizationfor Roofers

Importance:

9
$$
Visibility for your services is key to growing your business online. Our SEO strategies make sure your company reaches potential customers when, where, and on how they are searching for your service.

Roofing services are the among the highest competitive industries for search engine optimization. There are no more easy opportunities. However, great content and consistent optimization of it is still the key to showing up in search results. SEO marketing success for roofers is based on consumer friendly content, the ability to secure reputable citations, and trustworthy contextual backlinks. If you’re marketing for a specific city as a trusted roofer, you need to have a physical address in that city or you will not be able to land first page rankings in the map pack for this highly competitive service. We’ll make sure that your Google map listing is fully optimized and make sure your business name, location, and phone number are consistent across multiple business listing resources.

Roofer Marketing: Web Design, SEO, PPC, Social for Roofing Businesses - seo-roofers

Long Term

Increasing the value of your website for organic leads will pay off big in the long run, because the cost per organic roofing lead can be minimal compared to the revenue received for each roofing job. But you don’t have to wait long to see value in SEO. If your site is at least 2 years old, there is a great opportunity for short term results by optimizing your website’s content and classifying your local listings correctly.

High

As your traffic from Google, Bing, and Yahoo increases so will your leads. Because you’re not paying per click or lead, as your cost to manage your SEO stays the same and your leads increase, the cost per lead goes down. As you take over the top positions in local markets for roofing, SEO will become your lowest cost per lead source.

Ready to grow your roofing business?

Request a Free Strategy Session

Paid Searchfor Roofers

Importance:

8
$$$$
Fast-track your business to the top of search results on Google, Bing, and Yahoo with display ads, PPC, and remarketing. We maximize your ad spend by following the data and adjusting the ad content to get you more qualified leads at the lowest cost per click.

Paid Search (formerly PPC) can be a smart move for roofers. Paid Search will get you to the top of search results, above organic results and the map pack, almost immediately. You can target specific demographics, cities (even if you’re not located in that city), times of day, days of the week, and more. You can even turn it on and off depending on the season and the needs of your business. The cost per click in all industries is always on the rise, which makes professional management that much more important. When taking over an existing roofing PPC account, HLM has observed that, on average, 70% of the budget is being wasted on clicks that lead nowhere. Our proprietary software allows us to make sure your entire budget is used wisely to generate more leads. Plus, we’re all about transparency. With our Performance Dashboard, you’ll be able to see where your leads are coming from, so you know exactly what channels are working best to generate leads.

Roofer Marketing: Web Design, SEO, PPC, Social for Roofing Businesses - paid-search-roofers

Short Term

Nothing generates new leads for any business, as fast as Paid Search. If you need leads now, you need Paid Search. With our proven Paid Search strategies for roofers, you can be confident you're getting qualified roofing leads at the lowest cost possible.

Medium

Leads from Paid Search will be more expensive than other channels because the competition is so high and the bid prices from competitors are always on the rise. However, with the right management strategy, you can still expect a good ROI.

Ready to grow your roofing business?

Request a Free Strategy Session

Facebook Adsfor Roofers

Importance:

2
$$$
Get instant visibility on Facebook with our paid social media marketing strategy. If you have an established network of followers or a service or product that people are talking about, Facebook Ads and boosted posts can put your message in front of the right audience.

Achieving success with a paid social media ad campaign on Facebook depends on what specifically you’re promoting. If your prospects are in research mode, then they’re likely looking for pictures to view as examples of your work or comments from other customers as an indicator of your level of competency and trustworthiness. However, in the event your prospects need immediate help, they’re less likely to come across your business while browsing Facebook. In this scenario they’re more likely to do a quick search on Google. For individuals needing emergency roof repair, a compelling Facebook Ad will produce better results.

Roofer Marketing: Web Design, SEO, PPC, Social for Roofing Businesses - paid-social-roofers

Long Term

Like Paid Search, new leads can be generated very quickly from Facebook using Facebook Ads and a paid social media campaign strategy. However, your business needs to have a good reputation in place and engaged customers on social platforms for your campaigns to reach their full potential. If you don’t currently have a good reputation, we’d recommend investing in review management to build up your reputation first.

Low

Because Facebook Ads and remarketing campaigns are still relatively new, paid campaigns on Facebook can be run at a lower cost per lead than Paid Search. Success of this program will depend on your company’s existing reputation on social media platforms and your customer engagement.

Ready to grow your roofing business?

Request a Free Strategy Session

Social Media Managementfor Roofers

Importance:

1
$$
Be top of mind when someone needs your service. Our Social Media Management keeps your company active on the sites where sharing experiences, recommending local businesses, and sharing information is welcomed.

Because most roofing services are rarely needed more than once in a person’s life, building brand loyalty is not a primary concern for most roofer. However, Google is placing much more prominence on social signals as an indicator of trust. The more trusted your website is online, the higher it will rank. Only a basic Social Media Marketing plan in very highly roofing competitive markets is needed for most roofers to maximize the effect of social signals with Google. Our primary recommendation is for each roofer to maintain a professional LinkedIn and/or Facebook profile and connect with your network so your company is top of mind when they need professional roofing services. Knowing prospects spend more time looking for tips and insights on things they can do themselves, like preventative maintenance, social media is a good place to help drive more traffic to your roofing website by posting content with links back to blogs or informational content. 

Roofer Marketing: Web Design, SEO, PPC, Social for Roofing Businesses - social-media-roofers

Long Term

Much like Paid Social marketing, Social Media Management is primarily a brand building play. Networking through LinkedIn and Facebook will help ensure you’re top of mind when people need your services, and can be a fruitful long term tactic to attract new customers.

Low

For roofers, the ROI on social media depends on what information you’re sharing and how much it benefits your target market. Again, most people requiring a roof repair or a new roof will search for options directly through the search engines. However, that doesn’t mean they won’t visit LinkedIn or Facebook to get a feel for your level of professionalism and expertise as they narrow down the list of roofers they intend to call. Point being, while you’re not likely to see a ton of referrals coming in via your social media channels, it can still be worth your downtime to build your network.

Ready to grow your roofing business?

Request a Free Strategy Session

Digital Marketing
Done Right


If you’re ready to take your internet marketing to the next level, schedule a strategy session with one of our small business experts. It’s free to talk to us and not much more to work with us.

To schedule your strategy session, fill out the form on this page, or call (888) 717-4249 now!

4.9 Star Google Rating
5 Star Facebook Rating
10 Best Design - Award Recepient
5 Star Yelp Business
Clutch 2018 - Top Detroit Digital Agency
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