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AdWords Growth Strategies Lead Generation Local SEO Website Design

Make More Money with Research-Backed Google Ads (AdWords) Strategies for Roofing Contractors

Improve your Click-Through-Rate, Reduce the Cost of Acquiring Leads, and Make More Money with Google Ads (AdWords).

When it comes to search engines market share, Google is the market leader with more than a 75% stake, but nowadays, Google has become more than a search engine. Google Ads (AdWords) is an excellent tool that can boost your roofing website rankings and plan an organic search strategy by assessing the right keywords for your target audience.

Roofing contractors are always looking for qualified leads. There are multiple ways that roofers can use to generate leads, but one of the surpasses them all, which is Google Ads (AdWords). Google Ads (AdWords) provides an intention-based platform, where your roofing business is presented in front of property owners that need to install a new roof or repair an existing one.

A property owner may only need to install a new roof after 2 to 3 decades, thus being able to present your business in front of them when they need your services is the ultimate lead generating machine. That said, other roofers consider it as a waste of marketing dollars because they cannot get the right prospects to click on their ads. Google Ads (AdWords) can help you to grow your roofing business and generate qualified leads for your company if done correctly. This post will explore the top ten tips to help you generate more leads and book more jobs with Google Ads (AdWords).


Here are the top 10 Google Ads (AdWords) tips that we will cover in this article:

  • Stand out from other roofers with call-only ad campaigns
  • Make sure that your landing pages are designed to convert
  • Create a unique ad copy
  • Utilize a lot of ad extensions such as callouts, structured snippets, and call extensions.
  • Add negative keywords because they are as essential as the targeted keywords.
  • Bid on your roofing brand
  • Structure your ad campaign for success
  • Make sure you target the correct locations
  • Retarget, retarget, retarget.

Use Calls-only ad campaigns to stay ahead of the game

As the name suggests, call-only ads are advertisements that can only be used to make a call. The fantastic thing about these ads they are always on point and help your roofing sales representatives to close the deal over the phone.

Most property owners want to speak with a representative over the phone and giving them a chance to call straight from the ad gives your business the edge of closing the lead before they contact your competitors.

Call-only ads are great for roof repairs, as property owners want to talk to someone immediately to fix their problems. They work seamlessly with local keyword searches as the intent is urgent and wish to speak with a roofer over the phone than researching.

Here are some keywords suggestions that you might consider for calls-only ads:

  • Local+ keyword (Local roofing contractors)
  • Keyword+ near me (roofer near me)
  • City + keyword (Nashville roofing companies)
  • Keyword + city (Roof replacement Nashville).

Call-only ads are ideal for roofing contractors that want to get their phone ringing and get more leads. If you need help in setting up a call-only ad campaign in Google Ads (AdWords), then experts at Blackstorm Roofing marketing will be there for you.

Make sure that Your Landing Page is designed to convert

If your ads are directing prospects/ clients to your homepage, you are losing a massive chunk of qualified leads. A landing page is one of the crucial elements of a great Google ad words campaign. It can be the difference between the failure and success of your roofing business. Thus the design of your landing page should be conversion oriented.

When conducting a Google Ad words campaign, the main objective of a landing page is to generate an inbound phone call. One method that will naturally create calls is if you have placed your phone number on the right-hand corner of your ad using a call to action.

A conversion-focused roofing landing page should contain the following elements:

  • It should have a strong headline that communicates the benefits your business offers.
  • A clear call to action that compels prospects/ clients to take action
  • It uses the main keyword(s) in the heading, which communicates the ad.
  • Differentiating features and trust factors- This may include testimonials, star ratings, reviews, or anything that sets you above other roofers.
  • Simple to navigate as it gives relevant and straightforward information.
  • Obvious and Clear steps: Draws a picture of how it is more accessible to partner with your roofing company.

Create a Unique ad copy

In the roofing industry, you are competing with roofers running PPC ads and directory websites like Thumbtack, Home Advisor, amongst others. Roofing is a very competitive field, and your ad copy should stand out from the rest in the market.

Google will give you three headlines and two descriptions for your ad copy, but these descriptions and headlines may never show up. Your first headline should incorporate the keywords that you are targeting; the second headline should be the call to action (something like schedule a free roofing estimate or call us for a free quote). In the description text, you should explain what makes you different from other roofers online. For example, 2 decades + of experience, fully licensed, insured and bonded.

Track Your Ad Conversion Rates

 You should remember to setup conversion tracking that will help to separate right calls from bad ones. In Google Ads (AdWords), roofers can opt to make calls that last for a certain period. It is crazy for any roofer not to have a proper mechanism of measuring how the ad campaigns are performing. If you are not tracking your ad campaigns accurately, it is tough to know how to improve your Google Ads (AdWords) campaigns.

Without conversion tracking, roofers will not know which keywords generate leads or the ones with a high click-through rate. Some of the parameters that you need to track include:

Phone Calls:

This can be achieved by setting a call extension and monitoring the amount of time that you deem to be a lead.

Your preference will determine the duration of your call, but 60 seconds is a great place to start.

Schedule an online appointment submission

Filling a form and submitting it online.

Utilize a lot of ad extensions such as callouts, structured snippets, and call extensions.

Extensions are pivotal to the success of your roofing Google Ads (AdWords) campaign. They make your roofing website to appear on top of Google search results and thus drawing the attention of prospects/clients. Using extensions will improve your click-through rates, which will result in a higher quality score, thus lowering the cost per click and more revenue for your roofing business.

Here are some extensions that roofing contractors should implement in their Google Ads (AdWords) campaign instantly:

Site link extensions:  These are links from other pages on your roofing website. This is an excellent place for “Why Us” or “About us” page. Use sitelink extensions by sharing other pages on your roofing website. This could be utilized to showcase one of your client testimonials, service page, FAQ, or contact us page. Sitelink extensions occupy a lot of space in the search engine results page.

Callout Extensions:  This is where the roofers spell out their differentiating features or advantages to the clients. Callout extensions are typically added after the description lines. They can be used to entice the prospects or give additional details about why the roofer stands out from the rest—for example, showcasing your A+ BBB ratings, offering Lifetime Guarantee, and free estimate.

Structured Snippets: Google gives roofer various headline options to select from when adding structured snippets. For roofers, the ideal headlines are highlights, types, services, and neighborhoods. This could be utilized to highlight the services you provide (repairs, deck, siding, windows). Types could be used to show the kind of roofs you provide (such as TPO, flat or metal roofing). Neighborhoods are ideal for roofers who provide services to specific towns or cities.

Call Extensions:   This allows prospects on mobile to call your roofing business. It is advisable to schedule this extension for business hours only.

Location extensions: When a property owner is searching for a roofing company, they usually are not going to come at your doorstep, but this extension will help prospects to know where your business is situated, operating hours, and show up in Google maps.

Price extensions:  It is difficult to show prices of roofing tasks as they will differ from house to house, but there is a creative way of displaying prices using Google’s price extension. The goal is not to get prospects to click your extension but to portray that you are a no-risk roofing company.

The extensions discussed above may or may not show up in your ads all the time. This will depend on your keyword, quality score, ad position, competition, among other factors.

Add Negative Keywords to Your Google Ads (AdWords) Campaign

Negative keywords should be added instantly when launching a Google ad campaign. This should be a continuous process as various search terms will come up as you continue with your campaign. Considering, roofing keywords are generally competitive in paid search marketing; negative keywords are particularly crucial. Without them, you will end up spending your marketing dollars on irrelevant traffic.

Here are some quick negative keywords that you can add straight to your ad campaign;

  • Neighboring cities that you don’t accept work
  • Competitors in your region (unless you want to target them)
  • Careers
  • DIY or cheap
  • Marketing
  • Red Roof Inn
  • Auto Manufacturers (i.e. F150 Roof Leak)

You should continue looking for more search terms and adding negative keywords to minimize the cost per lead and improve the quality of searches your ads show up for. This takes time and effort, but it could be the difference between a waste of marketing dollars and running a successful ad campaign.

Bid on your Roofing Brand Name

Bidding on your roofing brand keywords is a complicated one to think about. If prospects are searching for your brand online, they want to work with you, right? Then why would you spend your marketing dollars to get that lead/client?

It would be awesome if each search for your brand meant that they are going to become your customers, but that is not the case always. Most roofing contractors are nowadays using their brand names in the industry.  For example, Johnsons windows and roofing or Terry & Sons roofers.

This implies that when a prospect searches your brand names, it is more predominant than other industries that PPC ads will show up in the search results. This is because they are focusing on keywords such as “roofing” or “windows and roofing” Bidding on your roofing company keywords will help you stay on top of Google search results when those competitors appear on the search results page.

The good news is that bidding your roofing company keywords will be cheaper due to their relevance and quality score. This means that you will pay a low cost per click and get ahead of your competition in capturing more leads.

Structure Your Google Ads (AdWords) Campaign for Success

The structure of your Google Ads (AdWords) campaign plays a critical role in the cost of acquiring leads. It is going to affect the cost of buying roofing leads. For roofing contractors, it usually goes beyond the products or services offered; thus, your campaign must consider that. For instance, you may provide the following services;

  • Asphalt shingles
  • Metal roofs
  • Windows
  • Flat Roofs
  • Siding
  • Commercial roofing
  • Doors

The services listed above should be in separate ad groups because they will explore that service and be directed to their landing pages. After making a good structure for your campaign, you need to develop a unique ad copy that will differentiate your business from other roofers online.

Make sure you target the correct locations.

All roofing contractors know the most lucrative zip codes and neighborhoods in the city. When you target the correct locations, you will set higher bids in those profitable neighborhoods to present your roofing company in front of homeowners looking for your services online.

Your cost per click and lead may go up in those areas, but they are profitable in the long run. Alternatively, you can reduce your bids for less expensive neighborhoods and zip codes in the city. This will ensure that you are maximizing your marketing dollars.

Retarget, Retarget, Retarget !

When property owners require a new roof, they will first research online, ask for reviews and recommendations from family and friends or look around for the best price before they make up their mind to hire your roofing company.

Frequently the property owner is ready to contact your business, they click on your roofing website or ad, but they are distracted by kids who come out of school or their pet that knocks at the garbage can. Fortunately, ad retargeting can help you to get that lead back to your business.

Ad retargeting is an effective way of getting more roofing leads online since they are warm, and have already visited your roofing website before!

Grow Your Roofing Business with Google Ads (AdWords) Today

If you are a roofing contractor, then you know that Google Ads (AdWords) are effective marketing tools because they deliver immediate results. That said, many factors go into creating a successful Google ad campaign that will bring more leads without wasting your marketing dollars. Using the ten tips discussed above for your company will assist your roofing business to get more leads, profitable jobs, and estimates.

If you are a roofer who doesn’t have previous experience with Google Ads (AdWords) but wants to stay ahead of the competition, feel free to schedule a free strategy session with our experts for assistance today!

 

Categories
Graphic Design Growth Strategies Identity Lead Generation

15 Graphic Design Terms that Every Roofing Contractor Must Know

Increase Your Website Visibility, traffic and Generate Leads with Roofing Graphic Design

Graphic design is used in conventional marketing campaigns like fliers and billboards, and more importantly, it is applied in all internet marketing campaigns, from social media marketing to roofing website design.

If you are a roofing contractor that’s working with an internet marketing agency for several advertising campaigns (particularly roofing website design), it is crucial to understand fundamental graphic design terms.

Why?

In order for a roofing marketing agency to implement your roofing website design efficiently, it would be advisable if you could read from the same script. Not only will the designers appreciate it, but this will make things smooth for all the people involved- and the final draft will meet or surpass your expectations.

Without further ado, let’s explore some basic graphic design terms and what they stand for.

White Space

Every designer’s dream, white space, is essential for any website design. It allows various elements of a design to keep users engaged in your Roofing website. It is also referred to as negative space. Roofing websites that use lots of white space appear more elegant and lighter. At BlackStorm Roofing Marketing, is to make your roofing website look uncluttered and straightforward to deliver content that your clients will appreciate and enjoy.

Grid

This is something that designers use to keep your website evenly spaced. When designers apply the grid, it lets them develop organized, consistent designs.

Wire Frame

This is something that a designer develops to assist plan a proposed design. It is sent to roofing clients for approval before a particular design is built.

Scale

When you alter the size of something while keeping it scaled, this means that you shrink or grow the elements without increasing its proportions.

Texture

Texture refers to the actual feel and looks of your roofing website design. On digital design, texture implies a design that evokes a texture that might appear in natural materials.

Stock Photos

Instead of outsourcing a professional photographer, many times, designers will opt to use stock photos.

Stock photos are professional images that you can buy online. Generally, you can buy a license to download professional pictures, but some websites will offer it for free.

Saturation

Saturation refers to the intensity of a particular color in your design. When you boost the saturation of a certain design element, it becomes clearer, but when you reduce the saturation, your element appears faded.

Contrast

Contrast refers to several design elements. Contrast generally implies the amount of difference between the two things. For instance, the contrasting color of white is black. Features like smooth and rough are different elements, as well as dark and light. In the world of roofing website design, contrast can mean any of these elements.

Cool Colors

When you check your color wheel, half of the colors are known as cool colors. Such colors include indigo, violet, blue, and green. These colors relate to the feeling of relaxation and calmness.

Color Palette

A color palette is a group of colors that you select for your roofing website design. These colors collaborate to evoke your brand message and image.

Pull Quote

Pull quote assists crucial sentences in your content to stand out on your roofing page. Mostly, they are excerpts extracted from the body copy of the page and adds some interest in your design project.

Tracking

Tracking refers to the spacing between typed letters. When tracking is loose, the messages are farther apart, but when it is tight, the letters are tightly packed.

Leading

Leading is a term that denotes the amount of space between lines. With loose leading, the lines are farther apart, while tight leading squeezes your tracks together.

Alignment

Alignment refers to how elements are lined up in your roofing page. Centre, right, left are the main types of adjustments that offer endless design opportunities.

Typography

Typography refers to the use of various typefaces to develop aesthetically-pleasing roofing designs.

Need some Help With Your Roofing Graphic Design?

Visual appeal is not the only factor to consider when designing roofing graphics. Graphic design improves your brand development and awareness. Potential clients form a first impression of your business based on your graphic design representation. Do you want your customers to perceive your roofing brand as visually stimulating and engaging? BlackStorm Roofing Marketing will help to brand your roofing business appealingly.

In a competitive field like roofing, the devil is always in the details. Modern roofing websites apply some form of on-page SEO incorporated in them. However, many of them use stock templates that produce SEO elements that are cluttered, uninteresting, and common. Using well-optimized, original roofing graphic designs throughout your website will set your business ahead of the competition.

Apply your knowledge of basic roofing graphic design terms, and partner with BlackStorm Roofing Marketing to achieve the roofing website of your dreams now!

Feel free to schedule a free strategy session with our designers to get started on your project today!

Categories
Graphic Design Lead Generation Marketing Website Design

Crucial Features to Look for in a Great Roofing Company Logo Design

Your roofing logo design is a vital component of your brand identity. It creates the first impression to your audience and symbolizes what your business is all about. Roofing logo designs are somewhat kind of marketing collaterals since they describe the services you offer to clients.

Your roofing logo is the public face of your brand that differentiates you from the competition.

But what makes an excellent Roofing logo design?

A lot of roofing contractors ask us for our view on various logo design concepts. In our opinion, a Roofing logo is deemed as excellent if it meets the following characteristics:

A Roofing logo Design That Conveys the Essence of Your Roofing Brand

A great roofing logo design is one that delivers an immediate first impression of your brand philosophy, conveying why your business is unique. A roofing logo design that is based on original brand philosophy will be useful and instill confidence in its potential clients.

So before you outsource your Roofing logo design, you need first to understand your brand explicitly. If you have never thought about your brand values or features, now is the time. Creating a brand identity that resonates with your audience will be crucial as you undergo the logo design process.

Designing to convey the essence of your roofing business goes over and above your brand personality. Create your Roofing logo with your potential clients in mind. Your thorough understanding of the target audience should influence the logo design process.

A Great Roofing logo Design Should be Aesthetically Pleasing

This can be difficult to quantify, but pretty easy to tell by conducting a simple survey among coworkers and friends. Do you love looking at your roofing logo? Is better or useful than that of other roofers in your neighborhood?

As a roofer, you would like to have a prosperous company, and this means that you cannot afford to use a cluttered, unappealing, or harmful styled Roofing logo design.

At BlackStorm Roofing Marketing, we are not just able to design your aesthetically pleasing Roofing logo design. Still, we ensure that the logo leaves a long-lasting impact on your target audience. Partner with our experienced graphic designers and let your business stand out from the competition.

A Great Roofing logo Design Should Contain an Appropriate Style Choice

The style choice is one of the crucial things you need to consider when designing a roofing logo. Here are the five types of Roofing logo designs to help you make an informed decision:

Wordmarks

Wordmarks are a logo design that is entirely made up of text-generally your roofing business name. Wordmarks can be an ideal choice for roofing contractors that just getting started. Since name awareness and recognition are crucial for a new business, the main focus of the watermark style is the business name with no extra distractions. Select fitting colors and a font that resonates with the personality of your brand.

Brandmarks

If you can depict your brand visually without words, through symbols or images, then a brandmark may be an ideal choice for you. Brandmarks are generally associated with well-known roofing brands.

Combination Marks

A combination mark gives you the ability to use your company name while also including a symbol or an image, thus giving you a chance to share your story and set your business ahead of the competition.

Emblems  

Just like combination marks, emblems include both a symbol and text, but typically designing a text inside the symbol. They usually stimulate a badge or a seal. If you opt to work with this logo style, ensure that it is versatile enough to be visible and apparent when sized down for smaller uses like profile pictures or promotional products.

Lettermarks  

Also known as monogram-style logos, letter marks are an ideal option for brands that want to simplify their long business name with some abbreviations. Because more emphasis is put on initials or letters, letter marks generally use a more stylized font.

If finding a Roofing logo design style is becoming a significant challenge, let our graphic designers help you out!

A Good Roofing logo Design Should Be Timeless

A timeless roofing logo should look as high in ten years as it is now. Avoid going for short-lived fads when outsourcing your logo design and opt for a classic look. Psychedelic 70s-inspired logo designs might be trending in the industry today, but they might be outdated next year.

Epic Roofing logos stand the test of time since they adhere strictly to the principles of logo design that last, rather than what other roofers are doing right now.

As your roofing company changes and grows, a logo design that holds your fundamental ideals and goals will remain current. A Roofing logo that might seem timely or quirky currently may help your brand gain attention at the moment but lose it later.

A Good Roofing logo Design Should be Scalable

Your Roofing logo design should be able to adapt to any size. It must be scalable to represent your roofing brand anywhere. A scalable Roofing logo looks good, makes sense, and remains legible on any size-whether it is printed on a huge poster or a small business card. If you incorporate too much detail in your Roofing logo, it will make it harder to scale to a small size.

To attain scalability in your Roofing logo, graphic designers will create your logo in the vector format. Vector files are created with rescaling in perspective, meaning that your Roofing logo will appear as sharp as it was blown to any size.

An Epic Roofing logo Design Should be Balanced and Proportionate

Clients perceive balanced logo designs as beautiful. A well-proportioned logo design will strike a balance between different elements that make up your logo.

Proportion generally refers to the weight of elements that are included in your logo. From a practical view, having the right dimensions will make your logo whole and make sense. Symmetric Roofing logo designs are balanced by aligning the weighted elements on either side of a centerline.

On the flip side, asymmetrical logos can be balanced as well, by utilizing opposite weights to create an uneven composition, but still has some equilibrium.

A Great Roofing Website Logo Should be Simple and Memorable

Simplicity is what assists your Roofing logo design in overcoming the challenges of time and what makes it easy to work with. Your Roofing logo should be as visible and clear as possible while conveying your brand philosophy and reflecting your aesthetics.

Wise choices in graphics, color options, and typeface are essential in this step. A good Roofing logo should not be crowded with elements-just select a few active elements for your design.

Always remember to use white space wisely! Simplicity calls for wise use of the white space. The elements in your Roofing logo design need to have enough breathing space to set it apart and speak to your target audience. Furthermore, your Roofing logo should be easy to read.

A professional Roofing logo Design Should be Unique.

Your roofing company logo should be unique enough to attract attention and memorable enough to remain in your prospect’s mind.

Think about all the extraordinary logo designs that always linger on your mind; UPS and Apple are on the top of the list. Maybe we don’t forget them because we see them often, but simply because they are unforgettable and unique. Great logo designs differentiate themselves from the competition by being authentic, memorable, and different.

Your Roofing logo design must attract a first glance that people will always remember and then express reliability and trust upon subsequent interactions. An original logo calls for unique design concepts. At Blackstorm Roofing Marketing, we have a team of talented graphic designers who can respond to your design goals, with all these factors in mind, and create a truly authentic Roofing logo!

A Powerful Roofing logo Design Must Incorporate Your Business Name

A great Roofing logo design will share your brand’s story in one image. While some roofing contractors may not be able to use the brandmark-style logo, it is not advisable for a business that is not yet a household name.

Unless your business is widely known in the neighborhood (or you have a lot of marketing dollars), your company name is a vital brand identifier. It should be incorporated in your Roofing logo design to start creating connections with your potential clients.

Though we encourage roofers to use their business name in the logo, they should not incorporate extra text that will make their logo challenging to read when rescaled.

Company addresses and taglines are not some of the crucial things that roofers must include in their logo design. There may be a time when this information is appropriate as a distinct element, but your logo design should be simple, clear, and devoid of unnecessary text.

A Good Roofing logo Design Has Appropriate Use of Color(s)

Color conveys a lot about your roofing brand. Recent studies show that colors increase brand recognition by more than 80%. Our minds are programmed to react to color. Since color can impact emotions and behavior, your selected color should be influenced by the preferences and tastes of your target market. Choosing the right color will help you to highlight your brand’s characteristics and connect with your clients.

Why Hire Blackstorm Roofing marketing for all Your Roofing logo Design Needs?

Logo design is a crucial part of launching your roofing business. There many roofing, marketing, and branding agencies out there but here are some reasons why you need to partner with us for all your logo design needs:

Creativity

Blackstorm Roofing Marketing has a pool of talented graphic designers who are highly-trained and passionate about their job. They get to understand your business, analyze your competition, and the target market. They ask you questions to know your dislikes and likes. Designing a great logo is much more than making it look pretty. It takes time, extensive research, and proper use of colors, typography, and shape. Our creative designers will challenge each other until they settle for the best possible solution for your business.

Intelligent Logo Design/ Useful

Have you ever come across a logo and you think where you had seen such a logo before? That’s not good. In the modern world, the use of Photoshop has made twice harder to get a logo that differentiates you from the competition. A logo that is authentic. At Blackstorm Roofing Marketing it is our prerogative to stay abreast of the latest trends in the graphic design industry by continually researching trends, new techniques in web, and printing that can put your brand ahead of the competition.

Once you have a logo designed, roofers need to know how they can use it to improve their professional image. We will help you achieve this image by creating brand standard guidelines. Such guidelines will help to maintain a consistent brand identity when using other agencies or printers.

Consistency

Ok, got a roofing logo. Now what? Our graphic designers will not only create a classic logo that positions your business ahead of the curve, but it can assist your brand consistently across various platforms that your audience will be using. This will instill a sense of reliability and confidence in your target audience.

Let us help You Design a Unique Roofing Logo for your Roofing Business Today

Creating a classic logo is something that roofing contractors should treat with much consideration. After all, it will portray the face of your business for many years to come. And it is crucial that it successfully conveys in an effective and straightforward what your roofing business is all about. A great logo design will remain in your audience’s mind after they have walked away from your website. If it attains this objective, clients are likely to come back to your business, thus enhancing the growth of your roofing company.

When it’s time to hire a logo designer, your designer must have a good grasp of your competitors, your business, and the message you want to convey to your target audience. At BlackStorm Roofing Marketing, our graphic designers have many years of experience and know the importance of branding, and this makes your roofing logo stand out from other roofers online.

If you want to get a unique roofing logo for your business, quickly schedule a free strategy session with our growth experts to obtain a great logo that will differentiate your business today!

 

Here are some of our roofing logo designs:

Categories
Growth Strategies Lead Generation Paid Advertising SEO Website Design

PPC for Roofing Contractors: How to Make Most out of Your Paid Search Marketing Campaigns.

Improve the visibility of your roofing website, get new leads, and book more jobs with PPC ads.

Google Ads (Adwords) is a crucial marketing medium available to roofers throughout the U.S, as long as it is appropriately utilized. On the flip side, it can be a waste of your marketing dollars if managed by a novice roofing marketer without prior experience in paid search marketing campaigns. Getting leads, converting clients, and attracting clicks is the ultimate goal of many roofing contractors online, and achieving any of these objectives needs marketing savvy, leave alone the three tactics stated above.

Pay per Click advertising is an integral part of a comprehensive internet marketing strategy that brings instant results. You can achieve various goals with PPC, and some of the main reasons why roofers need to use these ads are driving relevant traffic to your roofing website, improving visibility, increasing conversions, and getting new leads. In the long run, however, most roofers use such ads to grow their business online. While PPC is simple to execute, it requires some preparation and planning; fortunately, this post will show you how to make most of your roofing PPC campaigns.

How to Create a Successful Roofing PPC Campaign in 8 Simple Steps

Start by Optimizing Your Roofing Website

Before you launch any roofing PPC campaign, you must look back and craft a useful landing page that will resonate with your ad. Here is why it’s so crucial; when property owners’ click on your PPC ad, it is because your ad content intrigued them and they want to explore more. If the link they click directs them to a generic or unrelated page in your site, like your homepage, that prospect is likely to bounce and go to your competitors.

A click on a roofing PPC ad portrays a willingness to explore more about your ad, which explains why you need to create a landing page that coincides with the content in your ads. For example, if you are running a PPC ad providing free roof inspections to homeowners, then your landing pages should provide more details about the offer or something else that resonates with content in the advertisement.

Besides, you should optimize your landing page for performance because if property owners 

Click on the ad only to be directed to a page that loads slowly, or is hard to navigate, then they are likely to bounce back. Invest your time now to improve conversions so that property owners who will come later will be able to follow through. Here are a few tips that you can use to maximize your roofing website conversions:

  • Use compelling and clear calls to action
  • Use a simple roofing website design with lots of white spaces
  • Write attention-grabbing and persuasive headlines
  • Write copy that’s straightforward and clear
  • Use images and videos strategically to retain the attention
  • Make information simple to digest by using stand-out quotations, bullet s, and visuals.

Research Your Roofing Keywords and Select Them Wisely

Keyword research is a crucial element of a successful roofing PPC campaign because it is the lifeline of the whole process. Without keywords, search engines like Google or Bing will not know when to display your roofing ads. Besides, selecting the appropriate keywords can guarantee the success of your roofing PPC campaigns and help you achieve a higher click-through rate, more traffic, and conversions.

Here are a few tips that will help you get the right keywords for your PPC campaign;

  • Examine the keywords your competitors are using
  • Consider what you would search if you were a property owner looking for roofing services or products
  • Use keyword research tools to refine your search for appropriate roofing key phrases
  • Be more specific with your keywords rather than generic or vague
  • Select local keywords when possible

Another crucial aspect of keyword research is negative keywords because these will exclude the keywords that you don’t want to use in your campaign. For example, you want to promote a roof repair service but don’t sell roofs, and then you would use tents as a negative keyword to exclude searches for that product.

Choose a Bidding Strategy

There are various bidding options that roofer can choose from, and picking the correct one will depend on several factors, including your PPC management experience, budget, and objectives. One of the first options you will have is to decide whether to use automated or manual bidding. If you are new to roofing PPC, it is advisable that you start with manual bidding as it allows setting a cap on the cost of each click. The major drawback of manual bidding is that it does not give you a chance to optimize your bids.

On the other hand, automated bidding reduces the time you spend managing your PPC campaign, but you will be required to pay more. When it comes to automated biding, you will have several bidding strategies available to help you make most out of your roofing PPC campaign.

On Google Adwords, such bidding strategies include:

  • Cost-Per-Click: Here, you will pay Google every time a prospect/ client clicks on your ad.
  • Cost per thousand viewable impressions (vCPM) bidding:  You pay Google each time your ad appears one thousand times to prospects/ clients.
  • Cost per Acquisition (CPA) bidding:  You will pay Google every time a prospect clicks on your ad, but the amount of money to be paid will be determined by the cost of acquiring a client in your niche or a similar conversion trend from your roofing website.
  • Cost-per-view:   You will pay Google each time your video ad is viewed or engaged in YouTube.

Necessarily, you can choose any of the above-discussed strategies depending on whether your goal is to increase traffic, visibility, or conversions.

Set Your Budget

Budget is a crucial part of any roofing PPC campaign, but the good thing with this type of advertising is that you can still work with a limited budget, and you can control the dollars you spend on the ad. In fact, if you are just starting out with PPC and don’t have enough marketing dollars to dish around, you can even get started with a minimum investment of $30. When setting your budget, it is crucial that you look at your competitors and the right roofing keywords that you want to target. Unless you have a huge marketing budget, you should always look for ways to optimize your campaign to prevent wastage spend.

Create Your Landing Pages 

Landing pages are crucial to the success of your roofing PPC campaign since they are the pages that provide answers or solutions to prospects /clients. While you might be tempted to link your ad with the homepage of your roofing website that will offer a poor user experience because it will not give users the exact answers they are looking for.

Instead, create landing pages around specific keywords to give in-depth details about your ad content.

When you answer a prospect’s question, you just don’t give them details; you prove to them that you are a reliable and smart source of information in the roofing industry. That implies they can trust you, and once they believe in you, they can quickly become clients.

Write a Killer Roofing Ad

Once you have crafted your landing page, decide on a bidding strategy and budget, and carefully select your roofing keywords, now, creating your killer ad is finally here. One of the crucial things to remember is to keep it brief and to the point since you do not have much room or time to grab the prospects.

Another vital thing is to have an end goal in mind and write an ad copy based on that goal. For example, if you want to increase sales during a storm or hail damage period, your ad should reflect a roof repair or installation storm damage sale. You need to be creative to grab the attention, pique property owner’s curiosity and hold their interest.

To help grab property owners’ attention, think of a unique value proposition that will make your ad stand out from others, and describe how your service or product will benefit them in one sentence. Now that you have created a killer ad make sure you encourage customers to take action after reading your ad.

Don’t Forget the Call to Action.

Now that you have grabbed the attention of prospects, you can motivate them to convert using a clear call to action. ”Call now,” “schedule a consultation,” and “register now” are persuasive examples of compelling, clear calls to action that tell prospects exactly what to do to become clients. While it may appear redundant to have a CTA on an ad, they assist in acquiring clicks and, by extension, customers.

Without a call to action, there is no reason for running the ad because it merely tells clients what to do next. The call to action should be sweet and brief, but it must also be concise, compelling, and clear.

Track Your Ads to Ensure Performance.

Once your roofing PPC campaign is set up, and you are working hard to improve conversions, your work does not end. This is when the real work begins, which includes monitoring your ads, measuring performance, and making tweaks as necessary to improve results. Part of the reasons why PPC is vital to the roofing marketing industry is because it is simple to track results. You can know the exact times your ad appears somewhere, the number of clicks, and who clicks on your ad. With all that data, you can make most of your roofing PPC campaign and improve other marketing tools.

Some of the most crucial metrics in roofing PPC are click-through rate, bounce rate, and impressions. Impressions refer to the number of times your ad has appeared in searches. The term “impression” refers to a prospect/ client viewing your ad.

Click-Through Rate (CTR) refers to the percentage of prospects who click on your ad after seeing it. So, if a prospect sees your ad but doesn’t click, it is just an impression. If your chance sees and clicks on your ad, then that goes towards increasing your CTR. Your goal should be to obtain a high CTR as possible.

Lastly, the bounce rate is the number of prospects who see and click on your ad but leave without doing anything on your site. Generally, a higher bounce rate of over 90% implies that people are not getting what they want from your roofing website, and you are offering a poor user experience. You need to go back to the drawing board and revise your PPC ads to lower the bounce rate and get more leads/ clients online.

 

BlackStorm Roofing Marketing Manages PPC Accounts Every Day

PPC can be overly daunting because it needs some knowledge of how the process works, research, and planning if you want to make most of your campaigns. The important things to remember include choosing a bidding strategy, setting a budget, and optimizing your landing pages. Then comes the laborious task of researching and selecting the right keywords.

At BlackStorm Roofing Marketing, we have a team of passionate PPC experts who continuously meet and surpass the expectations of our clients, and they want to offer the same for your roofing business! We stay abreast of the latest PPC news so that we can use the new trends and strategies to help your roofing business earn more money.

If you want to make most of your PPC campaign, work with a roofing marketing agency that understands your business and has a track record of helping roofers improve their PPC advertising campaign performance. When you partner with us, we will help your business get more booked jobs and leads through PPC as we have helped thousands of roofing contractors throughout the country.

From selecting the right keywords to the ad copy, competition analysis to customer interest, and many things are bound to change in the roofing market. That’s why you need to hire an agency that will stay abreast of these changes to succeed in PPC advertising.

If you need help growing your roofing business online with PPC strategies that work, then schedule a free strategy session with our growth experts today.

Categories
Growth Strategies Lead Generation Marketing

10 Pro Tips To Get More Roofing Referrals

When you install or replace a roofing product that lasts for more than a decade, you require an effective strategy for generating referrals. You cannot sit back and assume that the business or homeowner will recommend your services to a neighbor, friend, or relative. Instead, you need a good strategy that will help you get more referrals to keep your calendar full of booked jobs. Fortunately, this post will provide pro tips that will help you generate referrals for your roofing business.

Use High-Quality Equipment

One way to entice property owners so that they are more likely to give referrals is to invest in professional-quality equipment. High-quality equipment will make your crew more efficient and finish the job more quickly, and the less time you spend on a client’s roof- the more impressed they will be. For instance, having a roofing trailer reduces the property damage and mess that come with the traditional debris removal process.

Exceed Expectations

Word of mouth is an effective way of getting referrals for your roofing business. However, it mainly relies on royalty, implying that it’s something you have to earn overtime.

If you want to get property owners to rave about your roofing services, then make sure that you surpass their expectations on every Project.

Go an extra mile for your clients not just by attaining goals with them, but also sharing their content on your case studies, your blog and proving that you are an indispensable resource to them. Then, the case will be made on your behalf why they should tell their family or friends about the great job you do.

Offer Incentives to Get Roofing Referrals

Even though your job has to be of high-quality, every property owner enjoys a freebie. Incentives such as free roof inspections, gift cards, and the percentage of future roofing projects are excellent ways of building a lasting bond with your clients.

Inform your customers that for every referral they send your way, they are going to get something in return. And the more the references, the more gifts they receive. For instance, if they refer to five property owners, they will receive a $10 Amazon gift card per every referral. They will get $50 quickly, and your roofing business will acquire five new clients.

Start a Roofing Referrals Program

Give property owners a reason to recommend your roofing business to coworkers, friends, and relatives by providing an excellent roofing referral program. Your most loyal clients are going to be the ones that will refer to your roofing business most. Acknowledge such clients by creating a roofing referral program that rewards them for advocating for your business on your behalf.

There are various methods that you can use to structure this program, including:

  • Provide gift cards to chain or local restaurants
  • Give donations in the homeowner’s name to a charity organization
  • Offer good discounts off the future roofing service, such as window replacement or gutter cleaning.

Regardless of how you design your roofing referral strategy, make sure that your clients feel valued, and they will recommend your services to their friends or family members.

Request Clients to Post Online Reviews

Online reviews are as crucial as face-to-face referrals, particularly when you consider the statistics below:

  • More than 80% of homeowners trust online reviews just like word of mouth referrals
  • Over 90% of clients read less than ten reviews to get an overall picture of the business

As a roofer, you can create a steady flow of current online reviews by requesting your clients to leave unbiased reviews on Yelp, BBB, Angie’s List, or any popular review site in your area. If you send a complimentary email after each Project is completed, add links to your message to help customers post their positive reviews on your roofing website.

Recognize and Complement Your Referral Sources

Whether it is a gift card, handwritten note, phone call, or email, encourage your clients to refer to others by showing that you appreciate the opportunities they have given you to grow your business. Whenever they send a new homeowner your way, make sure you understand them whenever possible.

 Make it Simple for Clients to Refer to You.

Many roofing contractors miss out on referrals because their clients don’t know that they are searching for them. This makes them lose an opportunity to let customers know that they need such references.

Here are the simple things you can do to ensure that customers easily refer your business to friends or relatives;

  • Add a line to your email signature citing that you need referrals
  • Cite referrals in the transaction emails that you send to homeowners
  • Include details about referrals in your business card.

Whatever you do, ensure that property owners know that your business is open to referrals. It is your responsibility to keep your business in the minds of your customer, but don’t overdo it by requesting roofing referrals in every correspondence. This will make your roofing business appear desperate for referrals.

Spread Knowledge in Your Roofing Industry Community

In the modern digital world, information is power. If you can provide property owners with what they want, they are more likely to refer your business to their family, friends, and coworkers.

Social media is the best place to establish yourself as a roofing industry expert. You can create a secure platform for getting roofing referrals on social media by answering questions that homeowners have; this is only the beginning!

Responding to comments and questions on Facebook is an excellent way of making your roofing business referral-worthy.

Consider any community, offline, and online, where you can promote your roofing brand as an authority. Even if you concentrate on just two social network platforms, the odds are good that you will soon get roofing referrals if you maintain a strong presence in them.

Run a Referral Contest

Who doesn’t love to participate in a fun contest? Property owners will get to enjoy a friendly competition and get to win amazing prizes. And after the contest, your business will get referrals from the participants.

You need to develop an elaborate contest. For instance, you can create a sliding discount rate, where the more referrals a homeowner provides, the more your business rewards them.

 Start Asking for Roofing Referrals even before the Project is over.

There is a misconception among roofing contractors that you must wait until the Project is completed to start requesting referrals. If you and your customer are super excited about the start of a new project, then share that infection with other property owners.

Final Thoughts

Getting more roofing referrals is not rocket science, but it takes commitment on your part to get results. You must take time to listen to what your clients are saying, informing them you need referrals, and answering any queries that they might have.

Roofing referrals revolves around putting your customers to work as mini Billboards for your business.

If you are offering the best roofing service and make sure that homeowners get value, they will do what they can to market your business to others. If you implement the tips discussed above, then you are going to get new business through referrals. For more details about how to get consistent roofing referrals, schedule a free strategy session with our experts today.

Categories
Growth Strategies Lead Generation Local SEO Marketing Paid Advertising PPC Promotion Retargeting SEO Social Media

How to Market Your Roofing Services After A Recent Storm

Has a storm recently rolled through your area of service? You know it won’t be long before roofers from everywhere are crawling all over the affected neighborhood. Have you ever wondered what you should do in situations like this? 

I currently live near Nashville, Tennessee, and I witnessed several tornadoes roll through a couple of times. I drove through the neighborhoods that were affected, and I noticed many roofing companies are hard at work. As I was driving around, I wondered, if I owned a roofing company in the local area, what would I do to ensure that I received the most amount of jobs possible in this current situation. So, as I was driving through, I was brainstorming on how I could reach these individual homeowners with my message.  

Here is a guide that I came up with to effectively reach those homeowners in a recently affected storm-damaged area:

Do Your Research

Find out the specific zip codes in neighborhoods, and addresses that have been affected by the recent storm. Find out which houses might have been damaged by the recent storm and if insurance could replace their roofs.

Google Display Ads

Once you have found the addresses and the ZIP codes in the neighborhoods, you can pinpoint where you want to target display ads. What I would do is create ads that target the homeowners offering storm-damaged roof services. Once they click on the ad, I would redirect them to a landing page with a video of you in the neighborhood weaning out the different roofs while explaining how you can help the homeowners. On this landing page, you want to be sure to leave a call to action instructions, either calling a phone number right away or filling out a lead form.

Physical Postcards

After the research you did earlier, you can go to the nearest Post Office and find out how many addresses are in the affected neighborhoods. You can ask the post office to ship to these addresses your postcard with a message telling the homeowners that you could be the solution to their storm-damaged roof. 

Be sure to leave a strong call to action.

Yard Signs

Let’s say that the storm just blew. You need to place yard signs on all major intersections throughout the entire part of the town that has been affected. Once you have started doing a few jobs in that area, leave your yard signs right where you completed the jobs. The neighbors will drive by this sign over and over, day after day. The yard sign will serve as social proof that a customer is happy with your service, and this will tell them the message.

Door knocking

I am personally not a fan of door-knocking because it is like you are chasing the customer instead of them coming to you. However, if you have an extra workforce, this is an exception to use the door-knocking technique. You can give your door-knockers the neighborhood’s zip codes so they will knock on each door in that affected area. It would help if you offered value at the entrance to these prospects. Try providing them with some samples (ex. roofing samples, etc.). If they are genuinely interested in your services, you can take down their information in return for a visit with samples in hand as well as a professional salesman to try to close the deal right then and there.

Google Search Ads

In times like this, you can set up Google Search Ads designed and tailored for storm-damaged searches. All the homeowners are looking for solutions to their roofs. You want to be sure to target these individuals with your ads. These tips will be beneficial leads since they are actively searching for a solution to their roofing problem.

Storm Damage Organic Rankings

Lastly, you need to create a landing page tailored for storm damage Roofing Services within the specific cities you serve. Once you have this landing page with plenty of content and you are already proactively doing SEO on your website, this page should rank effortlessly. Your competitors are doing it, so you might as well do it and make sure you do it right. If you do not currently have this ready, use this time to be proactive in the next storm. All you need to do is create an SEO optimized storm damage Roofing Services Page.

Conclusion

All over the country, there are different kinds of storms that can affect home roofs. But the message of this article can also be applied to each specific type of storm. If you do the action steps listed above, I guarantee you will get more jobs than you thought possible!

If you would like to hire a professional team that specializes in Roofing Marketing to implement these strategies for you then contact us today!

Categories
Lead Generation Local SEO Marketing Promotion SEO Website Design

On-Page SEO Checklist for Roofing Contractors in 2020

Get Free Leads, Improve your Roofing sales and Crush other Roofers online with On-page SEO

If you want to optimize your roofing company’s website, on-page SEO is the best place to start. On-page SEO techniques help roofing contractors to get free leads online by appearing on the first page of Google for several keyword phrases. The ultimate goal of on-page SEO is to help search engine crawlers to understand the context and meaning of your roofing pages.

The two essential on-page elements are HTML and content. When using a CMS such as word press, these two elements can be changed. Like any form of internet marketing, On-page SEO has evolved due to the continuously changing Google algorithm. This post will explain the importance, techniques, and checklist of on-page SEO that roofers need to know. Without further ado, let us dive in!

Why Your Roofing Website Needs On-Page SEO?

On-page SEO is crucial because it offers search engines with several signals to help them know what your roofing website is all about.

During the ranking and indexing process, search engines try to associate roofing websites with specific search terms and keywords prospects type in the search box.

It is through on-page SEO that roofers can guide search engines on which keywords they want to rank for in the search results.

Furthermore, it is known as “on-page” since any optimization done directly improves your customer’s experience.

Google, with its thousands of sophisticated algorithm, is now good at:

  • Knowing what prospects/ clients are searching for when they type in the query box
  • Providing results that satisfy the user intent (shopping, navigational or informational)

This post will take you through the most crucial on-page SEO techniques/ factors that will guarantee higher rankings.

7 Essential On-Page SEO Factors That Every Roofer Needs to Know

Now that you understand why on-page SEO is crucial for your roofing website, you need to start optimizing your pages to get valuable results. Let us explore the most important on-page SEO factors that will guarantee good results if properly implemented.

Create Valuable Content that will keep Leads on your roofing Website

Any on-page SEO guide will show you that high-quality content is the backbone of any successful internet marketing campaign. Content drives search engine traffic to your site, gets clients/prospects to engage with your page, and keeps them glued to it.

Content comes in various forms like e-books and blogs. You should cover as many roofing topics as possible to drive leads to your business.

When you create roofing content, you must go in-depth and provide your prospects/ clients with valuable information. By creating high-value content that matches your prospect’s search intent, you will drive massive traffic to your roofing page and increase its dwelling time.

These two signals (dwell time and traffic spike) will send a good signal to Google that your page is relevant, and thus Google rewards it with higher rankings. It is a great on-page SEO technique that helps to boost search rankings of your roofing website.

Optimize Your Title Tags to Rank in More Relevant Searches

When prospects find your roofing website in the search results, they first look at the title of your page. The title plays a critical role in determining whether they will click on your page or move to the competitor’s site. Your title optimization is the most crucial on-page SEO technique that will get prospects to visit your site.

As you develop the title for your page, make sure that it is detailed enough to attract prospects. It should explain to the prospect what they will get in case they click your link.

Let’s say you wrote an article about siding colors. Which article title would appeal to your prospects most?

“Make your house beautiful with siding colors “or “5 types of siding colors that will improve your curb appeal in 2020.”

Prospects are more likely to pick the second one. This is because, in the second post, prospects are going to explore the five types of siding colors.

The second title also hits the keyword “types of siding colors.” Keyword integration is a crucial part of your title because it makes your post more relevant to searches.

Not only do search engines look at your title to help rank your page, but also your readers look for the keyword to see if your post is relevant to your search query.

Title optimization is one of the best on-page SEO tactics you can use to improve your site rankings and show up in relevant search results.

Use Internal Links in Your Roofing Page to Keep Leads in Your Site Longer

Whenever you create new pages, you want to link up to other sites within your content. These are known as internal links since they keep leads within your site instead of sending them to other external websites.

Internal links help to improve the user’s experience. They offer your audience with important information that helps them to understand the topic better. This improves your dwell time and increases your search engine rankings.

If you are looking for an on-page SEO technique that will skyrocket your rankings, begin by linking internally in the content. You will keep leads on your roofing website longer and thus improve your rankings in Google search results.

Improve Your Page Loading Speed to Keep Your Prospects/ Leads Happy

Everybody wants to get information fast. When prospects perform searches, they want to click on a link and see the page start to load instantly. In fact, 83% of prospects expect your roofing website to load within three seconds or less.

If your roofing website takes minutes to load, prospects are likely to abandon it and turn to your competitors. Recent studies show that 53% of prospects will leave your site if it takes more than three seconds to load. You can lose almost half of your search engine traffic if your site takes too long to load.

To make sure leads remain in your site, try to improve the page loading speed. There are several things you can do to improve your roofing website loading speed;

  • Minimizing the size of the image files
  • Minify CSS, HTML and JavaScript
  • Reduce white space while coding
  • Cut down the number of redirects in your site
  • Use a content distribution network
  • Leverage browser caching

If you don’t have the time to boost your site loading speed, you can rely on a roofing marketing agency to improve your page loading time. At Blackstorm Roofing Marketing, we offer high-quality roofing website design services to help you improve your page loading time and keep your leads longer on the site.

Create SEO-Friendly URLs

Your URL is an important part of SEO. When Google crawls your roofing website, it reads your URL to understand your content. If your URL is vague, search engines will not be able to index your site or help prospects to remember it.

The URL helps search engines to determine the relevancy of your page. It is a great place to incorporate your keywords to boost your site rankings.

Your URL should have a hierarchy and be clear to prospects. Prospects don’t want to find a URL that is mixed with letters and numbers.

Here is an example of a poor URL: www.roofingcompanywebsite.com/46532kjl/

A roofing URL like this is unclear and scattered. The random letters and numbers don’t have any meaning to Google. Your prospects also will not comprehend the numbers and letters for a long time.

Instead, a good URL should look like this: www.roofingcompanywebsite.com/siding/james-hardie-cement/

This URL structure is defined and clear. There is a good hire achy too. The URL goes from siding a general category to James Hardie Fiber cement, a specific siding type. It’s defined and clean; therefore, search engines can easily read your roofing website.

Prospects can also remember it naturally. It is much easier to remember siding to James Hardie cement than to cram a combination of numbers and letters. Your prospects can also see the topic clearly, and thus they are likely to read and convert.

By creating a clear and defined URL structure, you will get more leads on your roofing website and help Google to index your page properly. It is an excellent way to improve your on-page SEO and increase your site rankings in the search results.

Make sure that Your Roofing Website Incorporates a Responsive Design to Keep Your Prospects Happy

Your prospects/ clients will access your roofing website from multiple devices. You must create a great user experience across those devices. If you want to on-page SEO correctly, make sure that your site has a responsive design.

Imagine a prospect trying to access your desktop version on a smartphone. They would have to zoom out and in to read content, and the whole post would look scaled incorrectly and disorganized. That does not give your prospects a positive user experience but instead discourages them from your site.

As a roofer, you must invest heavily in a responsive design to offer prospects/clients a positive experience of your site. Responsive design makes sure that your roofing website adapts to whatever mobile devices your prospects use. Whether it is a tablet or Smartphone, your roofing website will adjust to fit the size of your screen.

Meta Descriptions

Meta descriptions have been a crucial optimization point for roofing contractors. Meta tags and descriptions explain what your roofing page is all about; they are typically displayed underneath the SERP’s beneath your title.

While Google still denies that Meta descriptions don’t help in rankings, there is some evidence that better descriptions help.

Optimizing Meta descriptions properly can help to:

  • Increase Click-through Rate
  • Guarantee of best results
  • Perception of what your roofing website offers changes.

The meta description must incorporate your roofing page keywords. This description is what will appear as the small paragraph under the heading when search results are returned to your prospect. This is the first information that your prospect comes across, so make sure it persuades them to open your site.

On-Page SEO Checklist for Roofing Contractors

Search engines consider more than on-page optimization when ranking your site, but there are definite characteristics of a page that Google looks for when indexing or ranking sites. Here are the most crucial things to look out when you want your roofing website to rank high in search engines:

  • Make sure that you have one page per specific target keyword
  • Make sure that your Meta descriptions are unique and complete per page
  • Your content should be sales-driven and informative at the same time.
  • Use H-tags properly
  • Make sure your content is 100% unique
  • Start a roofing blog and update it regularly with content that supports your service pages
  • Make sure that you have an XML and HTML site map
  • Use a content plan that is simple to digest with images, bulleted lists, and videos.
  • Make sure that all the images on your roofing website have proper alt tags and titles.
  • Don’t stuff your content with roofing keywords
  • Make sure that your Google Analytics is working properly and connected to your Webmasters tools account.
  • Add professional certifications to your roofing website like BBB, Yelp amongst others.
  • Keep your plugins and content management system updated.

Start Optimizing Your Roofing On-Page SEO Today

On-page SEO will help your roofing business to develop a better site for your prospects/ clients and keep them glued to it longer. If you optimize your roofing website, your prospects/ clients will spend more time getting to know your business and the services you offer. Your roofing business will continue to rank higher in search results and reach more relevant traffic/ leads.

At Blackstorm Roofing Marketing, we have more than ten years of experience optimizing roofing websites for On-page SEO. We have a team of SEO experts that will make your roofing business rank higher in search engines. They will help to drive more traffic to your page and generate a steady flow of qualified leads in your business.

If you are ready to improve your roofing SEO through on-page SEO servicesschedule a free strategy session with our experts to see how our team can get your business on top of Google search results today.

Categories
Google Ads Growth Strategies Lead Generation Local SEO Marketing PPC Promotion Reputation Management Retargeting SEO Website Design

Getting Your Roofing Digital Marketing In-Sync

It’s a brave new world

Pretty much every Roofing business owner would agree… marketing and advertising have changed dramatically in the past 5 years. An attractive Roofing website alone isn’t enough – it has to be mobile-friendly, secure, and designed to be the center of your online marketing. Plus, you have to be on social – Facebook and more. You need paid search and display ads. And don’t forget about online listings and client reviews. How do you keep up? That’s a good question, but really, the more important question today is… how do you make all those parts work together?

Let’s look at one Roofing business owner’s story… 

Roofing business spotlight:

Introducing John

John owns XYZ Roofing Company, a small Roofing business just like yours. He struggled to keep up with the changing technology. He was bringing in fewer new clients… losing out to his competition online.

See if John’s challenges sound familiar…

John’s challenges

A Roofing Business Struggling To Keep Up With Roofing Digital Marketing

INCORRECT INFORMATION ONLINE

John claimed his Google listing… but he kept seeing incorrect information about his Roofing business online. He had no idea how to correct it.

NEGATIVE REVIEWS

John’s been told he has some bad reviews online …but he doesn’t know what to do about them – or how to get more positive reviews.

OUT-OF-DATE ROOFING WEBSITE

John’s Roofing website is over three years old and hasn’t been touched in at least two years. It’s not bringing in any leads and falling farther down the search results.

COMPETITORS’ ADS EVERYWHERE

John’s really annoyed that his top competitor has ads online that keep popping up on all of John’s favorite websites.

AD CAMPAIGN TOO COSTLY, NO LEADS

John tried using paid search ads, but he burned through a month’s budget in just a few days… and it wasn’t getting him many leads!

LACKING NECESSARY EXPERTISE

Overall, John’s frustrated because he simply doesn’t know where or how to start to solving his Roofing Digital Marketing challenges.

NOTHING IS IN SYNC

John’s biggest challenge was one he hadn’t even considered… the fact that his Roofing Digital Marketing was separate, disconnected pieces. Rather than have a single, interconnected marketing solution working in sync… John had a series of disjointed components. Even if he finds a way to solve his other challenges, he’ll never maximize his results if he doesn’t get all his different marketing working together to put his brand and Roofing business message in front of his potential clients as they go through the buying journey.

Today’s consumer journey includes three very clear steps …Search, Discover and Engage.

When someone is shopping for a product or service today they go through three simple steps…

SEARCH

They SEARCH for information about what they need

DISCOVER

They DISCOVER their options

ENGAGE

They reach out and ENGAGE with the business that best meets their needs

Roofing Digital Marketing today: all the pieces

Not that long ago, a website alone was arguably all your Roofing business needed to have a “presence” online. Some basic SEO could get you found in search and that was all you needed to worry about. Today, your Roofing Digital Marketing strategy has to include a plan that will keep your Roofing business in front of your clients as they move from shoppers to buyers… and that takes more than just a Roofing website.

TODAY’S CLIENT JOURNEY

As your clients search, discover and engage, their journey can include a dozen steps or more – search engines, social media pages, ads, websites, review pages and more. You might think that a “search” always starts with a search engine, like Google, Yahoo! Or Bing – but a user’s search for information could just as easily start when they click on an ad or see a post (paid or personal) on Facebook. Maybe it starts with a conversation on Messenger – you just don’t know… so you have to make sure you’re everywhere they might look.

Today’s Roofing Digital Marketing

No matter how or where your clients are searching for you, ultimately it will lead them to the heart of today’s Roofing Digital Marketing… your Roofing website.

YOUR BUSINESS ROOFING WEBSITE

In business today, you have to keep moving forward to stay ahead of your competition. Standing still is not an option. At the center of everything you do is your Roofing website. If your Roofing business is going to compete online, your website has to effectively position you as the better choice. Everything you do, online and off, leads to your Roofing website, so it has to close the deal – it has to turn visitors into clients. Just as important, your site has to keep up with ever-changing technology and evolving consumer behavior. Your competitors will be updating their sites – if you fail to keep up, you will fail to attract new clients.

55of small business websites are over three years old.
91of small businesses plan to improve their website this year.

Is your Roofing website keeping up with your competition?

Is your Roofing website tomorrow-proof?

Can You Answer “Yes” To These 6 Questions About Your Site?

IS YOUR ROOFING BUSINESS READY FOR VOICE?

In 2018, an estimated 60 million Americans will do a voice search – like “Siri…” “Hey, Alexa…” or “Ok, Google…” – at least once a month. Do Alexa and Google have the right info for your Roofing business? If someone asks about you, or your type of business, will they find you?

IS YOUR SITE TRULY SECURE?

Starting in July 2018, Google began to mark unsecure sites (i.e., with http, and not https, in the URL) as “not secure”… letting everyone know your Roofing website isn’t a safe place to visit.

IS YOUR SITE REALLY MOBILE?

A lot of people think they have a mobile-friendly Roofing website if they can see a teeny-tiny version of their site on their phone. Today, your site must be truly mobile-friendly – easy to use on any device.

DOES YOUR SITE LOAD TOO SLOWLY?

If it takes more than three seconds for your site to load, the average searcher will click away. 1 – 2 – 3… gone.

IS IT EASY FOR VISITORS TO CONTACT YOU?

You have to make it easy for site visitors to contact you, in whatever way they choose – click-to-call, text or form. Give them lots of easy options to help them engage with you.

IS IT IN SYNC WITH YOUR OTHER MARKETING?

To maximize results, your site needs to be connected to everything else you do. For example, do visitors immediately see positive client reviews you’ve received elsewhere on the web? They do when you’re your site is in sync with your other digital marketing.

Today’s Roofing Digital Marketing

Your Roofing website needs to be the heart of your digital marketing, but you need a lot more than just a website to make sure your Roofing business is everywhere your clients are searching and surfing online.

Establishing a solid foundation

When someone starts searching for the product or service you provide, your Roofing website is rarely, if ever, the first thing they see. Your Roofing business appears in dozens of different places – taking control of that information is the first step to building a solid digital foundation. In particular, you need to focus on…

ONLINE LISTINGS

Too many Roofing businesses ignore all the online listings where your business information appears. Your information has to be up-to-date and accurate.

CLIENT REVIEWS

You can’t just sit back and hope happy clients will post positive reviews. You have to generate good reviews – and do what you can to flip bad ones to good.

Generating leads

The greatest website in the world is useless if no one ever visits it. By using search ads, display ads and social marketing, you can drive targeted, qualified visitors to your site. Then, your Roofing website can turn those interested visitors into paying clients.

SEARCH & DISPLAY ADS

To succeed online, you have to be where your clients are looking. Search and display ads put you at the top of the search results and on your clients’ top sites.

SOCIAL MARKETING

Social media is more than a great place for cat videos. The average user spends almost an hour a day on Facebook, Instagram, and Messenger. Your business has to be there – and other social media sites – with a page, ads, and posts.

PUTTING THE PIECES TOGETHER

If you’re like most Roofing business owners, you’ve expanded your digital marketing over the past few years, adding one piece at a time… probably working with a different vendor for each separate component. Now you’re stuck with disconnected parts instead of a single, synchronized campaign.

Here’s why that has to change…

EACH STEP IS A TOUCHPOINT

Choosing a Roofing marketing provider today is a journey with a lot of steps. Take a second and imagine what you do every time you need a product or service – what steps do you take to choose a marketing agency?

You need to be in front of your client every step of the way– especially when you consider that they could begin the journey at any point. You need to be everywhere and anywhere they might be looking and each touchpoint must be in sync – with a consistent brand and message, pushing them forward to becoming a client.

1 + 1 + 1 = 10

Our real-world results prove that you increase the effectiveness of your Roofing Digital Marketing by increasing the number of touchpoints – simply stated, the opportunities you give a prospect to engage with you, the greater the results.

Take a look at these numbers that prove when your marketing is in sync you increase results and overall ROI…

THE PROVEN IMPACT OF SYNC

Getting Your Marketing In Sync Drives More Leads

For too long, digital marketing has focused on individual products — a website, search, social, etc. It’s become clear that today a disconnected set of products, each from a different marketing agency, is no longer the optimal business model. Today a comprehensive Roofing Digital Marketing solution, designed to work together to deliver the business goals you want to achieve, is the way to maximize ROI. For example, as you can see below, by synchronizing your Roofing Digital Marketing you can dramatically increase the number of unique visitors to your Roofing website.

The Added Savings Of Sync

The Added Benefits Of Having A Single Marketing Partner

SAVE TIME

Because many Roofing businesses work with a number of different vendors for their Roofing Digital Marketing, they need to make multiple calls every time they need to make a change.

SAVE MONEY

By working toward a single goal, you can often spend less on individual programs and still increase the response you get.

REDUCE FRUSTRATION

A single partner helps you avoid all the frustration of “routine” updates – whether you’re updating contact info, like business hours, or updating messaging or imagery.

Roofing business spotlight:

John… in sync

When we looked at John before, he had a series of problems and frustrations. Working with BlackStorm, a single digital marketing provider, John’s Roofing Digital Marketing is now working in sync, and all of his original challenges have been addressed.

Just look at John now…

John’s solutions

A Roofing Business With Synchronized Digital Marketing

CORRECT INFORMATION ONLINE

John’s business information is now regularly checked and updated on his Google My Business page and across the web. Plus, it’s consistent across his Roofing Digital Marketing.

POSITIVE REVIEWS

John has taken control of his online client reviews – he’s taking steps to generate positive reviews and turning negative reviews into positives.

UPDATED WEBSITE

With an updated website as the central hub of his Roofing Digital Marketing, John is getting more visitors to his site – and more leads for his marketing budget.

TARGETED ADS EVERYWHERE

John now has synchronized ads at the top of the search results, on Facebook, and on top sites across the web. He’s seeing better results with a tightly controlled budget.

SYNCHRONIZED SEARCH DRIVING LEADS

By synchronizing his message and his Roofing Digital Marketing efforts, John’s search campaign (Pay-Per-Click) is delivering better results at a lower cost.

A SINGLE, EXPERIENCED PARTNER

By working with a single marketing agency, with proven expertise and professional partnerships, John was able to turn a mass of disconnected marketing into a unified, effective solution.

WHERE ARE YOU OUT OF SYNC?

Here’s a quick list of the Roofing Digital Marketing you need to connect with your clients at every step of the consumer journey – from protecting your online regulation to driving traffic to your site.

YOUR BUSINESS WEBSITE

Has your website been updated in the past two years? Is your site connected to all your other marketing? Is it easy to use on all devices?

ONLINE LISTINGS

Is your online business information correct? Do your listings connect to your site and social?

SEARCH & DISPLAY ADS

Are you using search and display ads to put your business where prospects are looking for you? Do your ads have the same look and messaging as your site and social?

SOCIAL MARKETING

Do you have an active Facebook Business Page? Do you routinely add new posts? Are you using targeted Facebook ads that lead to your site?

CLIENT REVIEWS

Are you asking clients for reviews? Are you sharing positive reviews online – and taking steps to turn negative reviews into positives?

Roofing Digital Marketing Made Easy

At BlackStorm, we specialize in Roofing Digital Marketing made easy. We’re a leading marketing agency of Roofing Digital Marketing solutions, and we’ve helped hundreds of local businesses across the US. We save our clients time, frustration and money, by providing all the digital marketing they need, all designed to work together, all from a single marketing agency.

Our custom marketing solutions include listings managementwebsite developmentsearch marketingdisplay advertisingsocial media marketing, and online reviews.

Categories
Growth Strategies Lead Generation PPC Retargeting SEO Website Design

7 Low-Cost Ways of Acquiring Roofing Leads with PPC Ads

Roofing contractors are always after one thing; get qualified leads at a lower cost. There are various ways of generating leads for roofing companies, but one method outshines them all, which is PPC ads. It is an effective method, where your roofing business can be placed in front of property owners that require roofing services.

Keeping Google Ads spend low while driving maximum conversions is the ultimate goal of any `roofing marketer. Although roofing PPC can be useful, it can also eat your marketing dollars if you don’t come up with ways of maintaining a high ROI and reducing costs.

Cost per acquisition, which measures the average spend of acquiring one lead, is one of the crucial metrics to look out for any roofing PPC campaign. It is based on real, individual conversions.

Reducing your cost per acquisition helps to cut your marketing budget, sounds good, right?

But if you are going to lower your CPA, you need first to do some diligence because Google will take your dollars, whether you know about cost per acquisition or not.

What will lower your roofing PPC budget?

 
Review Your Locations

One major cause of why roofers waste their marketing dollars on Google Ads is non-converting locations. As a roofer, you might be tempted to target as many areas as possible, but targeting too broadly means that you will be placing your ads to uninterested prospects and spending money on unqualified clicks. You can be more tactical in retargeting locations by looking at geographical data at the granular level. That way you will instantly know ways of lowering your roofing Google Ads spend 

Once you have identified the least converting regions, you can minimize or switch off the bids for the affected areas. Targeting your roofing PPC to a specific location can help you to lower your cost of acquiring leads.

 
Pay Close Attention to Search Engine Optimization

Significant strategies and concepts like roofing SEO services come into play when we are discussing reducing your spend on Google ads, particularly keywords because they form the backbone of any successful PPC campaign.

So, if you want to get most out of your roofing marketing efforts, pay close attention conversion rate optimization and ranking your site on top of SERPs.

Google ads are lead generation machines that can be altered or influenced to produce desired results. Thus, getting qualified leads and higher conversions.

If you diligently follow the basics of CRO and SEO, you can reduce your cost of acquiring new leads. If you want to dive deeper, feel free to contact our roofing SEO experts for assistance.

 
Capture Lost Leads with Retargeting

When a homeowner needs a new roof, they will do some research online, ask for recommendations from family or friends and shop around for the best price before they finally make a decision. Many times a potential client is willing to contact your roofing business, but along the way, something pops up and distracts him from doing that. With roofing retargeting, you can win that lost lead back to convert.

Retargeting is the right way of acquiring more qualified roofing leads at a reduced rate because they are already warm; they have already checked in your roofing website.

 
Use Videos for Your Roofing Ads

Since prospects have short concentration spans, using a video to showcase your roofing services might keep your business ahead of the competition and boost your conversions. Roofing videos tend to give real-time experience, without leaving to the imagination. Therefore, by using videos, your business stands a good chance of enjoying higher conversions and reducing its Google ads spend.

 
Capitalize on Mobile

With the advancement in technology comes an increase in smartphone use. This implies that many of your clients will be using mobile phones to engage with your roofing business. So, how do you optimize your roofing website to give a pleasant experience to mobile users?

Most roofers tend to focus on more website ads that are optimized for desktops, without knowing that the vast potential lies in mobile advertising.

Focusing more on mobile-friendly sites comes with its benefits; for example, you can use in-apps to target particular clients. These can lead to higher conversion rates and a steady stream of qualified leads-reduced cost of acquiring such leads.

Improve Your Roofing Website Performance

If your business has a poorly-designed roofing website, prospects will not spend much time looking for your services. Therefore, you have to create a more exceptional user experience so that prospects would love to stay on your website and learn more about your roofing services.

Monitor your website loading speed regularly to make it appealing to prospects. If a potential client comes across a roofing site that loads slowly, they will likely leave to your competitors.

Lastly, check your roofing website compatibility with various screen sizes, browsers, and mobile devices. 

Use Different Marketing Platforms

In the world of roofing marketing- the more prospects you reach, the higher conversion you will get at the end of each day. To achieve this, you need to use various platforms like Facebook ads, LinkedIn ads, Google Ads, and Amazon Ads. This will make sure that you have an extended reach and more opportunities of converting prospects into clients in the shortest time possible.

Both Google and Facebook ads have adapted to the people’s searching trends, and they have modified their adverts according to ensure they achieve desired objectives. Likewise, you need to consider other advertising channels to make sure that you are reaching the right prospects. 

What Next? Scale Your Roofing Business

Since the goal of any marketing campaign is to lower costs and improve ROI, we trust that the tips discussed in this post will help you grow your roofing business through Google Ads.

Just know that your roofing company’s success and profits depend on improving your conversions, so it is incredibly crucial to assess how many conversions you generate against what you spend for each click.

 

If your roofing business is struggling to run high-converting PPC ads, kindly schedule a free strategy session with our experts today for assistance!