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 keeping the jobs coming in on a consistent basis. Don’t you wish you could just focus on serving your customers while a “pro” generates the new leads and appointments for you? Once the right Internet marketing plan is in place, it’s constantly working in the background to drive more customers to your business… but it has to be done right.
Follow these 3 roofer marketing tips for getting more business from the Internet:
1. Lay a Strong Foundation with a Great Website
Every business needs a website, but why? The most obvious answer is because 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 Internet users turn to the Internet to find local products and services. A website with 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 your target customers can resonate with a great starting point.
PRO TIP: Getting Your Website More Exposure with SEO & 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 for users. This is especially critical for businesses like roofing companies that rely heavily on local customers. Through 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
When you see a hole or leak in a roof, you patch it up, right? The same goes for your online reputation. Just like you don’t want water coming through your roof, you also don’t want loose ends sabotaging your web presence.
For example, you may be working hard to impress online users with your website only to find that customers are being driven away by bad online reviews that they find on sites such as Yelp. (Did you know that 92% of consumers read online reviews?) It is critical that you monitor what people are saying about your business on the Internet and 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 go to your preferred when they have positive feedback to share.
Incomplete or inaccurate listings on the web could also be harming your online reputation and 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. Inconsistent or inaccurate online listings can hurt your local search engine rankings.
3. Perform Regular Inspections
How do you know a roof is going to hold up during the next rainstorm? You do regular inspections which allow to you to spot any issues in advance. The same goes for Internet 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 is ranking organically for specific keywords
With regular monitoring and maintenance, you keep your website and online marketing campaigns performing at their peak. You can attempt to do all of this yourself or…..you can leave it to the professionals. Our online marketing specialists at Scorpion can help you improve your roofer website, SEO, SEM, and more. Contact us today to find out how we can assist you.
Get more helpful tips by downloading our Online Reviews Survival Guide!