Roofing SEO Podcast

Most roofing contractors focus primarily on the residential roofing industry, but 95% of them would like to expand to more commercial projects if possible. Sometimes residential roofers will get a commercial job here and there and enjoy the short turnaround and significant payout. The problem is that they don’t have the resources to get commercial roofing leads and the equipment to perform all commercial projects. This episode explains how to start a commercial roofing company.

Residential roofers looking to expand into the commercial space should read our ultimate guide to commercial roofing marketing. Well-established websites can begin ranking for commercial keywords within weeks. Since the website already holds authority in the general niche (roofing), it can seamlessly extend into a specific category within the broader landscape. Writing high-quality service pages relating to commercial roofing categories is the recipe for organic search domination. But getting into the commercial space requires additional steps.

Several companies exist to help individuals and businesses get into commercial roofing. In the commercial roof coatings/restoration category, Conklin is one of the biggest names out there. Nolen Walker is the owner of Roofing Webmasters and a member of Conklin, so he can connect you with the contacts you need to become a commercial roof restoration expert. Commercial roof coatings are the best way to enter the commercial industry and expand your business to that sphere. Conklin members get paid to train you. Get in touch with a local Conklin distributor who will wind up receiving a small percentage of your payout. These distributors will walk a commercial roof with you so that you can make a bid.

To learn more about his client base, Nolen became a member of Conklin roofing. It was a way to learn more about the craft of roofing to more effectively market the services. Most roofers will tell you straight up; they get frustrated by marketers who are so tone-deaf to their industrial language. While Nolen is not a roofer himself, he has more knowledge of the roofing industry than any competitor in the country. It’s steps like joining Conklin that separate Roofing Webmasters from other digital marketing agencies, especially those who claim to specialize in service industries like roofing. We can have detailed discussions with clients. Nolen and his team at Roofing Webmasters are aware of different commercial roof types like Single Ply, EPDM, PVC, TPO, and different coating types like Acrylic and Polyurethane. It’s all part of demanding the best of ourselves as a marketing company. It helps with:

• Client Conversions

Once you learn about commercial roofing jobs and have the resources to perform them, you must adequately market them. Without leads, your newly acquired knowledge becomes moot. The good news is that Roofing Webmasters allows you to buy roofing leads with our Pay Per Lead services (PPL). With this agreement, you’ll receive all the primary marketing services like SEO and roofing web design, but pay only once an exclusive lead is generated from our work. We screen calls to ensure that any lead from 3rd party source is properly attributed. In other words, we only charge you for leads that come from us. Here’s what you’ll get with our marketing plan:

• Custom Roofing Website

The post How To Get Into Commercial Roofing (Podcast) appeared first on Roofing Webmasters.

76% of consumers still prioritize organic search results. The idea that SEO for roofing contractors doesn’t work is a myth. Still, lots of misinformation exists about the viability of roofing SEO. Some believe paid advertising has completely taken over (stats don’t support it), and others think they can’t compete with major competitors who’ve been around for the better portions of decades. It’s not false that domain age and company reputation play a role, but there’s no reason to give up if you are a roofing contractor. It would be best if you had the following:

• Local SEO

If you’ve ever performed a local search for roofers, you know the local three-pack when you see it. These top 3 results are displayed prominently on a SERP from a relevant query. They are on the SERP itself, so they are valuable real estate on Google. Contrary to what some will say, these local results are organic. You cannot pay your way onto Google Maps in the way you can do with PPC (Google Ads). Best practices for earning a local three-pack placement is Google My Business and Maps optimization, along with a robust company website that publishes identical NAP information. See below:

• Google My Business

When someone asks a question like, what is the average cost of roof repair near me? Google will provide a block of text known as a featured snippet. Google pulls snippets from relevant websites that answer the question and display it above all other results. It serves as the default #1 organic ranking, and make no mistake; it is organic. Again, you cannot pay for a featured snippet; you have to earn it through organic SEO. Here’s how you do so:

• Ask a Question in H1: Who, What, Where, When, How, Do, etc.

Some roofers mistakenly think they have no chance in organic when they see their competition, who, in many cases, have been around for decades. They look to have about 20 trucks and a bunch of employees. How can a newer company compete with that in organic search? The answer is marketing. While the company in question might appear superior, much of that appearance comes from their marketing investment. If you work on marketing, you can catch them in organic search. Here’s how:

• Consistent Content: Create and market content consistently

You don’t have to handle online marketing alone. We discourage the very thought of it. Since you are running a full-time roofing business, the time necessary to spend on marketing is unavailable. We recommend hiring a specialty SEO firm like Roofing Webmasters. We provide every aspect of digital marketing for roofers, including SEO, PPC, Social Media, and Local Citations. 

Our team works with both tenured and newer roofing companies to help them achieve their digital marketing goals. In both cases, we have unique insights that can move your business from Point A to Point B, wherever that currently may be for you. Our DataPins software changes the local SEO game by empowering roofing contractors to drop schema pins to validate their services and service areas in 2021.

The post SEO for Roofing Companies Doesn’t Work (Podcast) appeared first on Roofing Webmasters.

To run a successful roofing business in 2021, you need an entrepreneurial spirit, sometimes known as mojo or simply attitude. Roofers who don’t possess the trait in some form will fail to dominate their local areas. Additionally, those who don’t have it will fall short in marketing for roofers, which is the key to success in the digital age. 

While having the right attitude is vital, you must combine your drive with structure and procedure. If you only have the mojo, you won’t retain employees and run a competent roofing company that can grow over time. With that in mind, you must have procedural systems in place, most importantly, marketing.

Most roofers expect to grow without investing in marketing which is a logical fallacy. Instead, many contractors spend their money on a new truck, a new boat, or a vacation getaway. Successful roofing businesses use that same money and reinvest it in marketing like SEO, web design, and Google Ads. The choice comes down to priorities and vision.

Marketing is the first step, but to streamline your roofing business, you’ll need roofing software, as well. Your customers expect accurate reporting, estimates, and proposals, all of which modern roofing apps can achieve. Most of the software also helps with dispatching and field management. At Roofing Webmasters, we offer software called DataPins to help with SEO.

Making sound business decisions determines how well your roofing company grows. You can’t alienate employees and expect success in 2021. Instead, you should hire the proper employees to establish systems of management that foster a positive work environment. With this kind of attitude, combined with marketing and software, you will succeed in roofing.

One pitfall for the roofing business forgets what brought them success initially. For example, you might invest in a marketing agency to help your company appear on Google search results. Once you start getting calls from those listings, you might decide to dump the marketing company and hire someone in-house. Unfortunately, firing your agency is wrong because it ignores the factors that brought you success and reinvest them in unproven tactics.

Roofers who make a little bit of money might be satisfied with minimal gains. There’s an excellent opportunity to expand your business even further with the right strategies. The key is keeping your attitude for success by maintaining your drive and chasing greatness. At Roofing Webmasters, we help roofing companies achieve their goals with digital marketing and software. 

The post Piss & Vinegar for Roofing Success (Podcast) appeared first on Roofing Webmasters.

Most roofers have an “off-season” because of weather changes, and this hiatus can last quite a while, depending on the region of your business. Some contractors ditch their marketing during down seasons to save money. However, their logic is wrong, and such a decision costs them money in the long run.

Still, roofers don’t want to pay for marketing services while they’re not working. The team at Roofing Webmasters came up with a solution by offering a payment plan known as; Pay Per Lead. The PPL format allows companies to generate roofing leads and pay on a per-lead basis.

Monthly services require a fixed fee at the end of each month—services like web design, SEO, social media, and more. But for roofers in the off-season, paying for these tasks seems wasteful. PPl plans provide an intriguing alternative for this very scenario. With PPL, the roofer pays ONLY when a lead is generated. 

That means that when no leads are generated during the off-season, the roofer pays nothing. Still, they allow their website to continue to be worked on by the team at Roofing Webmasters. With PPL, contractors receive all the same website work as monthly clients but don’t have the burden of paying a fixed fee in the months when zero money is coming in. Advantages to pay per lead marketing include:

Payments will parallel leads, meaning down seasons will cost you far less, and off-seasons will cost you nothing. Sure, when the leads start flooding in your inbox, you will have to pay for them, but that only occurs once the marketing campaign works. With the PPL payment plan, you only pay for qualified leads.

Receive all the same online services as monthly clients. Some contractors ignore the necessity of ongoing marketing and choose to put off their marketing for long periods. They suffer the consequences in the Spring when the demand for roofers ascends, and they have lost out on leads to companies that have year-round optimization for their website and online presence.

A particular company has earned the top spot on Google because they’ve invested in year-round marketing that has solidified their trust and authority with Google. Furthermore, users who navigate their website enjoy their experience based on how they behave on the website. For example, they might stay on the site a little longer than a typical website because the call to action or design engages them.

The saying goes that you get out what you put in, and while it’s a cliché in many cases, it is highly poignant when it comes to marketing roofing services online. At Roofing Webmasters, we can do as many services as you like. The more you pay us, the more services we can do. We provide SEO, website design, Local SEO, Google Maps, and more. 

The post Monthly vs PPL vs Nothing vs Ego (Podcast) appeared first on Roofing Webmasters.

In today’s podcast, Nolen and Jason discuss the best types of leads for roofing companies. Most roofers invest in roofing leads in one way or another. Platforms like HomeAdvisor offer lead generation services, and other services will sell leads to roofing companies directly. But before investing in any lead platform, you should understand the different types of roofing leads.

The best type of roofing lead is exclusive, which means that it belongs to your company only. Exclusive leads may come from your own branded entities like your website, Google My Business listing, or Facebook page. These types of customers don’t go through a middle man to get to your company. Instead, they contact you directly so that you can sell them.

Some platforms allow roofers to buy exclusive leads for a fixed price, but they run far more expensive than other types of leads. Furthermore, you can generate exclusive leads on your own without having to go through a broker. Of course, you will have to learn strategies like search engine optimization to maximize your prospects. Of course, you can also hire an SEO agency.

It’s no secret within the roofing industry that commercial jobs produce more money and fewer headaches. A consistent stream of commercial leads for roofers can ensure a year-long ROI for contractors. The key to getting commercial jobs is properly marketing your commercial services online. It’s not enough to mention it on your homepage, you actually need specific service pages for each type of commercial roofing service.

Some companies focus on commercial projects exclusively, while others handle both residential and commercial jobs. Obviously, residential jobs are more common, but they also pay less and can fluctuate with seasons. If you are a residential roofing company looking to transition into the commercial space, a small rebrand of your website can go a long way towards achieving your goals.

Shared roofing leads are less favorable because multiple contractors compete for the same customer. You may lose out on a potential customer to one of your competitors, which creates ongoing frustration. While you can just buy another lead, you begin to lose momentum by relying on a 3rd party for your customers.

Worst of all even shared leads completed by your roofing company deliver lesser ROI than an exclusive customer. Why? Because customers who buy shared leads think about the 3rd party next time, they need a roofing job. This behavior contrasts customers from exclusive leads since those prospects come back to your roofing company when they need more services.

Nothing good is free, they say. And when it comes to roofing leads, they are correct. However, there is one way to generate free leads that work. Roofers must claim a Google My Business listing and then optimize it with reviews, photos, and posts. Once you begin ranking in the Local 3-Pack, you can generate clicks and calls without paying a dime. 

To acquire free leads, you must go through Google My Business. Any website offering free leads through its platform is almost certainly hiding something about its business model. That’s why you should be vigilant and skeptical about non-verified lead brokers. Your best chance is to claim your GMB listing and start optimizing it today.

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