Running a successful roofing business in 2021 can be a challenge. Not only do you have to brave the outdoor elements in unpredictable weather, but you also need to complete the work to a high standard to get paid. All this means you probably have little time to dedicate to actually growing your business. That said, there are several methods available to help you market yourself along the way. Use some or more of these techniques to see a boost in new business leads, helping you generate greater interest and convert more prospects into customers.

Revamp Your Roofing Website

Your business website is a silent salesperson, operating 24/7 to drum up new leads. As the cornerstone of your online marketing efforts, your site acts just like a digital brochure, offering information about your service. The most effective websites utilise appealing imagery and have succinct, readable text to entice visitors to get in touch.

But if your website appears outdated and is in need of a revamp, it is time to think about a redesign. While some web design agencies charge expensive fees for custom designs, it is possible to source a functional, attractive design at a fraction of the cost. Ideally, your website should be mobile-friendly and function on all device types, including desktop PCs, smartphones, tablets, laptops, and more. This will allow you to connect with as many potential customers as possible.

It is said that over 50% of all total searches are now performed on a mobile device. So a mobile-friendly design is crucial for any serious roofing business in 2021. Besides being mobile-friendly, your revamped website should have a professional, modern appearance and fast-loading pages. This will ensure visitors can access all the details they need quickly to make an informed purchase decision.

over 50% of all searches are now performed on a mobile device

modern responsive web design

Leverage Local SEO Techniques

Local SEO (local ‘Search Engine Optimisation’) is one of the most effective ways to achieve a steady stream of regular website visitors and customer leads. The practice works in much the same way as ‘standard’ SEO, but with the focus largely geared towards targeting local search terms (e.g. ‘roofer in Essex’ and similar keywords). It is an effective, affordable way to gain excellent ROI for your marketing budget.

SEO techniques based on locality will almost certainly improve your ability to capture new leads. When people search for any roofing business, they will often specify a locality to narrow down their search. By implementing effective local SEO, you can better compete with other roofing businesses in your immediate area.

Local SEO will help you to target search keywords in your town, city, county, and region. This can be achieved in various ways, including making both on-page and off-page changes so your site is more geared towards the local searcher. The practice can also improve your conversion rate, increasing your revenue potential.

a steady stream of regular website visitors and customer leads

benefits of seo

Use PPC Advertising to Generate Leads

If you want to generate instant, targeted visitors to your roofing website, PPC (pay-per-click) marketing is another popular method. PPC works by giving your roofing business priority listings at the top of the search engine results pages (e.g. within the prominent ‘Sponsored Links’ area of Google).

With PPC, you can precisely target keywords related to the roofing industry and appear prominently in the search listings for keywords related to your town, city, or county. The advanced targeting options available with search marketing means that you can precisely target customers who are searching for your exact product or service.

Besides innovative options to target customers, PPC marketing also gives you in-depth statistical insights and analytics. This allows you to measure and fully control your advertising. Spend as little or as much as you want — with very little risk. Having said that, PPC is best utilised by a professional PPC marketer. An experienced individual or team managing your account will give you the best opportunities and return on investment when advertising your roofing business.

generate instant, targeted visitors to your roofing website

Bolster Your Online (and Offline) Reputation

A positive reputation is key to any successful business — not just in the roofing industry. This is especially true online where customer reviews are easily accessible. Since most people will read numerous online reviews before purchasing a product or service, you need to work hard to maintain your credibility and reputation.

Cultivating a positive reputation all starts with your service. Do a good job and you will benefit from positive word of mouth advertising. Let your standards slip and negative reviews will begin to appear online. This is why you need to consider all aspects of your service if you are to promote your roofing business successfully.

It is worth seeking out online reputation management services, which can help to bolster your credibility. If you are serious about ensuring your online reputation is positive, you need to invest time — or enlist the services of others to manage the process for you. Ask old and existing customers to write a review, respond to any negative comments constructively, and seek to outperform your competitors wherever possible on service and quality.

Cultivating a positive reputation all starts with your service

82%

of consumers read reviews for local businesses, including 93% of people aged 35-54

Team-up With Other Local Businesses

Teaming up with nearby businesses is a great way to promote your roofing business. By working closely with relevant businesses in your local area, you will gain new, high-quality contacts, increasing your ability to pick up leads. Try teaming up with estate agents and property management companies who might need your services. A partnership with like-minded businesses will guarantee consistent work.

Another option is to attend networking events or register for meet-ups in your local area. While the majority of networking events tend to be tailored towards office-based industries, this is not always the case. You never know when somebody at a networking event may require a commercial or residential roof installation. Associations like Business Network International (BNI) are a good place to start your search for local meet-ups.

Forming close links with other businesses is not only effective at generating leads but also allows you to become a valued member of the local business community. Having a say in local business matters will increase your standing and enable you to make your mark in the area. It also allows you to stand out from the crowd in a competitive market where other roofers may neglect this effective form of marketing.

gain new, high-quality contacts, increasing your ability to pick up leads

Create a Content Marketing Strategy

If you are seeking a long-term strategic approach to promoting your roofing business, content marketing is well worth investing in. Put simply, content marketing involves creating regular, informative content to establish trust with users. Showcasing your expertise and knowledge are among the best ways to win new customers.

When you demonstrate you are an expert in your industry through a variety of content formats, such as articles and videos, you significantly boost your ability to drive leads and win new sales. When seeking a roofer, people don’t want an amateur, they want a firm they can trust who will deliver long-lasting value. Content marketing is therefore the ideal way to showcase your expertise and USPs.

Aside from building trust and credibility with users, content marketing can also help you to attract greater amounts of search engine traffic. When you create keyword-targeted articles and other content, you broaden your search engine reach. All this equates to increased visitor traffic and extra potential for sales leads.

significantly boost your ability to drive leads and win new sales

content is king quote

Seek out Business Referrals

Actively seeking out new business referrals is arguably one of the simplest yet most effective methods to market your roofing businesses. If you are just getting started working as a roofer, begin by asking friends and family if they require any work. Or ask them to recommend you to others. Word of mouth is among the most powerful promotion mediums when used correctly.

One way to start the ball rolling is to send a message to customers once you have completed a project, asking them to recommend you. This can be done by e-mail, social media, or even by telephone. If you wish, you can even offer an incentive, such as a freebie or prize, should they refer you to a qualified customer.

Besides utilising word of mouth advertising, it is important to focus on completing all your roofing work to a high standard. Go above and beyond to establish an excellent reputation and your credibility will soar. Being consistent and striving for excellence means more people will recommend your business, increasing your profits.

Word of mouth is among the most powerful promotion mediums when used correctly

Supercharge Your Social Media Presence

It is no secret that social media has the power to transform your business fortunes. With much of the population having some form of social media presence, there are countless opportunities to connect with prospects and secure new sales. Facebook, Twitter, Instagram, and others are all suitable for growing your roofing business easily and cost-effectively.

Showcasing your work on numerous social media profiles is often the simplest and lowest cost method. High-quality photography and videos to promote your roofing business will demonstrate your skills and expertise in the field. Eye-catching content like drone video footage is also far more likely to generate ‘shares’, leading to greater interest from the general public.

If you want to expand your reach and take advantage of precise customer targeting options, you may also consider paid social media marketing. By purchasing advertising on social media platforms, you can increase the number of ‘clicks’ your content receives. The more targeted clicks, the greater potential for turning prospects into customers. Like PPC, social media marketing is best conducted with the oversight of a professional.

drone video footage is also far more likely to generate ‘shares’, leading to greater interest

social media icons on mobile device

Sign-up to Professional Bodies

Nothing says ‘I’m trustworthy and credible’ more than membership of one or multiple professional industry bodies. If you are to grow your roofing business over the long term, you should be looking to register for as many relevant industry bodies as possible. Examples include the National Federation of Roofing Contractors (NFRC), The Confederation of Roofing Contractors (CRC), and The Institute of Roofing (IoR).

Be sure to showcase your professional accreditations and use them on all your marketing literature, including your website, business cards, promotional flyers, and anywhere else that you deem appropriate. Potential customers will see your accreditations and are far more likely to become customers if you appear genuine.

As well as keeping your membership of professional bodies valid, be sure to stay updated with the latest industry trends. This includes attending any training workshops and keeping up-to-date with the latest practices and technology. If you run a larger firm, ensure all employees receive regular training to better serve your customers.

look to register with as many relevant industry bodies as possible

Fine-tune Your GMB Profile for Local SEO

As the world’s foremost search engine, it makes sense for you to optimise your presence on Google as much as possible. Fine-tuning your GMB (Google My Business) profile is a good place to start. It lets you set up a location pin on Google Maps, collect reviews, and appear in local search results (just below paid ads).

Google’s business tools also give you useful insights into what customers are actually searching for to find your services. By analysing these statistics, you can make better business decisions. This can help you create tailored content to solve genuine user problems or help you refine your site so it is more relevant for visitors.

Fine-tuning your GMB profile will also assist you with your local SEO efforts. As such, you will be in a much better position to compete for local keywords related to the roofing industry. Not only that, users will see you as a credible business with a true location and (hopefully), many positive reviews!

a much better position to compete for local keywords related to the roofing industry

gmb roofers brentwood

Utilise Local Business Directory Citations

Another worthwhile practice to market your roofing business is to register with relevant, high-quality online business directories. These listings, known as ‘citations’, are a key component of local SEO. They usually include your business name, address, telephone number, and website URL, among other details.

You should consider both ‘paid’ and ‘free’ business directories. By establishing a variety of business directory citation listings, you will enhance your local SEO for Google and other search engines. Additionally, you may also gain several additional leads from directory users seeking your roofing services.

While websites like Better Business Bureau (BBB) and Yell are more general directories, a number of industry-specific directories exist as well. Don’t forget to consider traditional ‘offline’ directories, too — especially those circulated in your local area. These won’t help SEO, but they can drive new leads to your business.

gain additional leads from directory users seeking your roofing services

Consider Business Remarketing

No matter what your promotional efforts, you cannot realistically convert all potential visitors to your roofing website into customers. This is where business remarketing comes into play. Remarketing targets users who have interacted with your business but failed to convert into leads or customers. It is highly effective at clawing back lost business opportunities.

You may have already seen remarketing in action. Adverts that appear to ‘follow’ you around the Internet are typical examples. While at first glance the practice appears to be an invasion of privacy, clever technology ensures user details remain anonymous. Instead, ads are targeted to provide more useful and relevant advertising.

Remarketing is possible to utilise on a variety of different platforms and via several media formats, including search, video, and display advert remarketing via Google Ads. Social media remarketing and customer e-mail list remarketing are also well worth exploring. You will capture additional — potentially lost — customer leads.

highly effective at clawing back lost business opportunities

remarketing concept to increase roofer sales

Invest in CRM Software & Accounting Tools

Your paper-based customer notes may feel like organised chaos, but if you are serious about growing your roofing firm to the next level, you have to up your game. Investing in different types of software or a fully integrated CRM (Customer Relationship Management) solution can help you get a handle on customer contact, putting you in prime position for growth.

Customer estimates, quotes, and invoices are best processed through specialist software. You can register for cloud-based accounting software online. The majority are highly affordable and provide great introductory rates. Most software tools will give you statistical insights into your business, enabling you to better market your services.

If your business is large enough to manage multiple employees and many customers, investing in a full CRM system can be very worthwhile. It will help you to keep track of leads, enabling you to follow up with prospects at a later date. CRM software will also streamline your admin processes and increase your lead conversion rates.

Customer estimates, quotes, and invoices are best processed through specialist software

Summary

In this article, we have provided a detailed roundup of the most popular ways you can grow your roofing business in the UK in 2021. This includes ‘online’ and also traditional ‘offline’ methods. Even if you have little time to dedicate to ongoing marketing, implementing some of the tips will set you on the right course for greater business success. As you begin to collect new clients from different sources, an ongoing marketing strategy will enable you to expand further, potentially taking on new employees. If you already have an established roofing business, these roofing marketing tips will enable you to better compete with rival firms. Internet marketing for roofers does not need to cost the Earth and can provide an excellent return on investment, given the right guidance. If you are unsure, source the services of a professional digital marketer so you can focus on your core objective: satisfying customers with your skill and experience.

Copyright © 2021

Elizabeth Charles (London) Ltd
T/A Bubyli Internet Marketing
7 Brackens Drive, Brentwood, Essex CM14 5UE
Tel: 01277 552040
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