Building a Roofing Marketing Plan to Grow Qualified Roofing Leads, and Increase Revenue

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Are you looking to build a successful marketing plan for your roofing business? This guide can help. We’ve compiled strategies and tips to help you increase qualified leads, booked jobs, and revenue. Our focus is on digital marketing strategies, including ways to differentiate your brand online and reduce marketing costs.

In today’s digital age, your roofing marketing plan needs to target homeowners in a way that covers the entire customer journey, from the moment a homeowner begins searching for a roofing company on Google to long after the job is complete, to turn them into life long customers.

The 828 team has done the hard work for you so that you can focus on running your business. In this guide, we provide you with a comprehensive roofing marketing plan that includes digital marketing strategies to help you increase qualified leads, boost sales, and stand out from the competition online. We also offer tips to help you reduce marketing costs.

Keep reading to see the Roofing marketing strategies that will get you results, and contact us if you want a roofing marketing partner to do it all for you.

Modern homeowners use Google to find a roofing company in their area. In todays world, customers aren’t married to a brand, they’ll just Google “Roofing company near me”, and If your roofing company’s website isn’t on the first page of Google, you may be missing out on potential calls, leads, and sales to competitors. In today’s digital age, it’s crucial to have a strong online presence to attract new customers.

* 97% of people research a local company online before making a decision

* 55% of homeowners search for a roofing company before scheduling an appointment.

1. Improving Your Roofing Website: The Key to a Successful Marketing Strategy

It’s true that not everyone who owns a roofing website has the same success – some rank high while others don’t even appear on Google’s first page. Fortunately, with just a few simple web design changes, you can make sure your site achieves both higher rankings and more leads! Employ these invaluable tips today to increase visitor engagement and drive conversions for your business.



If your website is not mobile-friendly, it’s time to update it. Mobile-friendliness has been a key factor in Google’s ranking algorithm since 2015 and roughly 60% of all searches are done on a mobile device.

Most of your customers access your website through their smartphone or tablet, so it’s important to have a “mobile-first” design. Your website should be easy to use and navigate on a mobile device, with all information easily accessible and the ability to contact your company with ease.

Even if you have a responsive roofing website, the jobs not done. A responsive website is not necessarily optimized for mobile use, so it’s important to consider how well your mobile website serves your customers. Make it easy for them to use and they will likely return for future business.


To make it as easy as possible for visitors to contact you, your website should have the following features:

  1. A prominent phone number with a strong call-to-action in the navigation area.
  2. A clearly visible contact form above-the-fold on desktop.
  3. A website chat option for those who want to speak with a customer service representative immediately.

By including these elements on your website, you can make it easy for potential customers to get in touch with you and increase the chances of turning them into paying clients.


Trust is a key factor in converting potential customers into paying clients. If a visitor to your website doesn’t trust your company, they are less likely to do business with you. There are several ways to build trust with potential customers on your website. These “trust builders” include:

  • Real photos – This can include photos of your team, service trucks, and office, which help to create a personal connection with visitors.
  • Customer reviews and video testimonials – which showcase the positive experiences of previous customers.
  • Service Areas – A clear list of the cities and towns you serve, or a map that shows your service area. Customers want to know if you serve their area.
  • A list of value propositions – such as upfront pricing, 24/7 emergency service, or lifetime warranties, that set your roofing company apart from the competition.
  • Payment Methods -Information about payment methods and financing options, such as which credit cards you accept or whether you offer financing programs.

By including these elements on your website, you can establish credibility with prospective buyers and show them why your roofing company is the best choice.

Learn more about 828’s website design services.


In this digital world, a website is no longer enough to satisfy customers. To give them the seamless experience they desire and deserve, you need more than just an aesthetically pleasing interface; what really matters is its underlying HTML code structure.

As such, it’s vital that your web design goes beyond merely good looks – because in order for your site to truly be successful with users of all kinds, you must ensure the coding foundation provides smooth transitions from one page or feature to another!

Website speed and security are both important factors that can impact your business.

Click Here to test your website speed.

  • Website speed: On average, roofing website visitors expect your site to load within three seconds. If it takes longer, they may leave and go to a competitor’s site. In addition, website speed is especially important on mobile devices, as more and more people are using their smartphones to search for businesses online.
  • Website security: Having a secure website (one that uses HTTPS, not just HTTP) is not only a ranking factor for search engines, but it’s also a trust factor for users. If a website appears insecure, visitors may be less likely to do business with the company.
  • Streamlined for Google: Google’s Page Experience update and inclusion of Core Web Vitals as a ranking factor mean that your website not only needs to load quickly for users, but it also should not have sudden visual layout changes when users browse your site. This helps to create a better user experience, which can impact your search engine rankings and overall business success.

2. Claim a Top Spot in Google Results with Local Services Ads

If you are in search of strategies to promote your Roofing business, the perfect option is Google Local Services ads. These services are available across the US for roofers and will be seen first when someone searches for roofing service providers near them. These result in about 13% of all clicks.

Take a look at the image below of a modern Google search result page for the keyword “Roofing contractor West Palm Beach”:

roofing search results west palm beach

Google’s new Local Services Ads platform holds the top position, followed by PPC ads and the local pack. Organic search results stand alone all the way at the bottom of this hierarchy.

It’s becoming increasingly difficult to appear in the organic search results for geographically related searches in the roofing industry. To improve your visibility in search results, you may want to consider investing in Google Local Services ads for roofing contractors and pay-per-click (PPC) ads. These will help you show up in search faster, and will appear at the top of the search results page. Here’s how it works:

  1. Apply for a Google Guarantee badge through the Local Services platform.
  2. Provide Local Services with copies of your business licenses, insurance coverage, and a list of employees to be background-checked and vetted by Google.
  3. Once approved, your ads will be eligible to show at the top of Google’s search results when someone searches for roofing services in your activated area. However, you will not automatically be placed here.
  4. When a searcher calls you, you will only be charged for the qualified lead.

3. Quickly Generate Roofing leads using Pay-Per-Click Advertising

Becoming a Google Guaranteed business can help generate leads by providing a level of trust and credibility to potential customers. However, the process of becoming Google Guaranteed can take some time, as it requires meeting certain qualifications and passing a verification process

On the other hand, using standard pay-per-click (PPC) advertising or paid search ads can produce faster results in terms of roofing lead generation. By creating and placing ads on Google, businesses can quickly and efficiently reach a wide audience and drive potential customers to their website. Additionally, PPC allows for targeting options and real-time adjustments which can optimize the performance of your ads and result in high conversion rates.

Paid search advertising is one of the most effective strategies for roofing companies to gain attention online. Your company will be listed on various internet search engines and platforms, and you pay every time a user clicks on your advertisement – this is known as Pay-Per-Click (PPC) marketing. Utilizing PPC can ensure that your business remains at the forefront of customer’s minds when searching for roofing services in their area.

Pay-Per-Click (PPC) is a fairly self-explanatory term. Whenever someone clicks on one of your advertisements, you then will be charged for that click. In essence, this means that instead of relying solely upon SEO to organically bring traffic to your website, you essentially have the ability to purchase visits from potential customers directly.

Is PPC Really Worth it for Roofers?

Yes. It is important to take every necessary measure to appear on the first page of search results to increase leads. Some may have misconceptions that PPC is not effective for small businesses, however, this is not the case.

The question is not whether PPC is effective, but rather, it’s whether it aligns with your roofing company’s goals and objectives. To make a decision on whether PPC advertising or any other marketing strategy is a good fit, it is essential to have a clear understanding of your budget and the target cost per lead for your roofing services.


If companies didn’t see a positive return on investment (ROI), they would not continue to run ads. It’s worth noting that many major brands use PPC ads on Google, which are known to drive traffic to roofing websites. However, it’s important to keep in mind that marketing strategies and budgets vary from company to company and what works for one, might not be the best fit for the other.

4. Search Engine Optimization for Roofers

Frustrated with the cost of PPC advertising? Give SEO a try to maximize your roofing marketing potential.

Why SEO is Vital to Increasing Roofing Lead Gen

When homeowners need roofing services, they go online to find a contractor, and start their online experience with a search engine. When potential customers search for roofing services in their area, they are more likely to trust and choose a company that appears on the first page of search results. By appearing at the top of search results, roofing companies can establish themselves as a reputable and trustworthy provider of roofing services.

Although there are many different factors that determine search rankings, if you want your roofing company to appear on the first page of Google, the following elements should be your focus:

  • Website page speed
  • Website Mobile-Friendliness
  • Website Security
  • Webpage Content Quality & Length
  • Quality & Quantity of Reviews
  • Review Replies
  • Schema Markup
  • Optimized Images
  • NAP Consistency
  • Optimized Title Tags and Meta Descriptions
  • Social Signals

Each page of content on your website offers you an excellent opportunity to rank for appropriate keywords, so the more content you produce, the higher chance you have of being seen.

However, simply adding content to your website does not guarantee high search rankings. In order to improve your roofing company’s SEO, it is important to research and understand the keywords that potential customers are searching for, and then develop a strategy to optimize your content for those keywords. If you push out too many pieces of content that are not seen as valuable to Google, it could be considered as “dead weight” and harm your websites ability to rank.

5. The Importance of Local SEO for your Roofing Marketing Plan

Google only shows 3 map listings in any given search. This is why it’s called the ‘Google 3-Pack’. It doesn’t matter if there are 20 or 200 options, they show 3, making local SEO more important than ever so that potential customers near you find your business.

To get to in the local map pack or any other map listing, the following steps will help:

Optimize your Google Business Profile page – Your Google Business Profile (Formally known as GMB) is your new home page. It’s essential for local search optimization! Your Google Business Profile is what many customers will use to assess and locate you online, so if it isn’t properly optimized with a well-crafted Google My Business listing, then your success in local search would be nearly impossible.

Linking – Having links from other websites that link to your website is called a backlink. These backlinks are important to you as a local business, especially links that are relevant to your location and industry. As a roofer, this is crucial signal to Google that you are an authoritative website.

Reviews – Our success in business today is largely dependent on consumer opinion. Online reviews are the go-to source for customers to judge and trust local businesses, as well as a fundamental factor driving Google’s rankings. Even if your company has top ranking status but lacks good online reviews compared to its competitors, it can struggle against them online.

On-Page Signals -On-page signals are the building blocks of your website: from content to images, Google uses these elements as criteria for relevance.

Citations -A local citation, also referred to as an online business listing or directory listing, is every website that showcases your business’ contact information – name, address and phone number (NAP). Google uses this data for confirmation of the accuracy of your businesses local details; if these directories have wrong information about you then it can harm how well people find you on search engines and cause you to lose authority with Google. The more consistent information with the top directories, the better.

The above are some of the many ways you can improve your local SEO so that you’re seen more often to searches in your area.

6. Create a Roofing Specific Content Marketing Plan

Anyone can write and post a blog article on their website. However, just posting an article doesn’t mean anyone will care or even see it. When creating a roofing specific content marketing plan, you need to make sure you are writing on topics that users are searching for, and at the optimal length. Free keyword tools like Answerthepublic and KeywordSurfer can help you find terms that are highly searched by users. Gone are the days where you can put out a bunch of 500 word blog posts and have success. In todays digital world, Google rewards longer form content.

Eventually, you may be stuck looking for new services to develop blog articles about. What’s the next step? You can use these blogs to write on semantically related keywords to drawl in ideal traffic and point them to your core services. For instance, a blog titled “Can I get a new roof in the winter?” is perfectly tailored to roofing marketing plans and targets people who are unsure if they should replace their roof or not in colder months.

7. Social Media Marketing for Roofers – Why You Need it

Social media marketing is an essential tool for roofers. In today’s modern landscape, it can help you build relationships with potential customers in your area, attract new followers and even generate leads for your business. An effective social media strategy should be centered around creating meaningful content that engages with users and encourages them to interact with your brand.


With your target market already present on Facebook, why wouldn’t you capitalize on this powerful platform as a tool to boost your roofing marketing strategy?

Facebook Ads can be an incredibly powerful tool for roofers. Even if you area already running PPC ads, Facebook ads can reach a whole different audience. With its highly targeted audiences and detailed metrics, you can create campaigns that reach the right people with the right message at the right time. You can utilize Facebook to not only increase brand awareness but also generate leads by targeting specific demographics within your geographic area.


Write about why Instagram can improve roofing companies:

Instagram can be an incredibly effective marketing tool for roofers. With its visually-appealing interface, Instagram allows companies to share pictures and videos of their work in a creative way that engages followers and potential customers. By posting content regularly, you can increase your brand and build trust with current and potential customers, as they see you’re active.

8. Utilize Email Marketing

The primary goal for a roofing email marketing strategy is to help convert more potential customers by staying connected with them throughout the sales cycle. You want to connect with potential customers who have visited the website and expressed an interest, existing customers, and prospects that didn’t close.

Most people interact with a business multiple times before engaging. In fact, some studies show this can be as many as 12-15 different touch points for home services businesses, like roofers. Email is one of the best ways to connect with prospects multiple times.

9. Generate More Online Reviews In Your Roofing Marketing Strategy


Reviews are important. Recent studies show that reviews and ratings have become the #1 factor customers use when determining company to do business with. It’s important to continue to add new reviews, because customers won’t trust reviews as much that are more than a few months old.

With low ratings or no reviews at all, you risk losing out on new customers. On the other hand, higher review ratings could help your business get featured in Google’s local pack of results pages and increase visibility to potential customers.

Here are some statistics on reviews in 2023:

  • 98% of consumers read reviews for local businesses
  • 80% of consumers trust online reviews as much as they do a friend
  • 88% of consumers are likely to use a business if they can see the business owner responds to all reviews, positive or negative.
  • 60% of consumers would likely use a business where the owner only responds to negative reviews, while only 50% say they would use one that only responds to positive reviews.
  • Only 42% said they would still use a business if they did not respond to any reviews

(Statistics from Bright Local)

10. Live Chat: Communicate with Customers How they Want

In case you didn’t catch it before, up to 50% of consumers anticipate live chat support on your mobile website and 41% on your desktop websites! Be sure to provide an optimal user experience by giving customers the option of connecting with customer service representatives through a live chat.

If your roofing marketing plan is currently without website chat services, it’s time to reconsider. Customers have the opportunity to receive answers almost instantaneously – no more than three seconds after contacting you! It’s an easy & efficient way to reach out and satisfy customer needs in a timely manner.

On top of that, website chat services increase website conversion rates, which means adding one to your site can increase your volume of inbound customer leads.

Need Help Executing Your Roofing Marketing Plan?

Now that you have a clearer vision of how to effectively market your roofing business this year, the next step is implementing it. Without execution, your plan will remain nothing more than an idea.

We know that it can be tough coming up with your business ideas and creating a marketing plan all while trying to focus on day-to-day duties running a roofing business. If you are in need of help, feeling a little lost, or have questions, we’re here to help.

Contact us for more information about our roofing marketing services.

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