An important part to the survival of your roofing business is a consistent flow of leads. If the phone isn’t ringing and your business is not getting inquiries for potential jobs, then your business is not going to survive.
Many roofing contractors are in a constant up and down with their business, between finding work, bidding on jobs, doing the job and then finding more work. This is why it is important to be able to generate a consistent flow of leads to fill your pipeline and follow-up with.
What if you could generate enough leads so that you had to turn-down jobs? Or you had too much work, so you had to hire more employees? Sounds too good to be true… doesn’t it?
Keep reading to find out how you can make this a reality.
Generating Roofing Leads Online
I want to start by explaining how you can leverage the internet to start generating more roofing leads.
As you already know, using the internet is an extremely powerful way to get in front of people and interact with them. In fact, right now, you are using the internet as you read this.
As a roofing contractor, you want to be able to be able to reach a very specific audience, depending on what kind of roofing your business does and what areas your business serves.
Therefore, you want to be able to position yourself, so that your business is appearing in front of prospects as they search for roofing contractors online or similar searches such as roofing repairs, roof leak, etc.
Still with me?
Let’s get into the details!
Where Are Potential Prospects?
Whenever you are trying to look for a business or get an answer to a question you have, where do you generally start?
Often, people will start by going to a search engine, such as Google to find information that they are looking for. As a roofing business, there are several ways that you can leverage Google to get in front of prospects.
Some of the strategies that you can use as a roofing business include, search engine optimization, pay per click marketing (google adwords) and your google business listing. All three strategies can be used together and all can be used on the Google search engine.
Each strategy requires a different approach and is going to take a set amount of time to start seeing results. I will walk you though the basics of each strategy but first I want you to understand the basic premise of each strategy.
Start by reviewing the video below to understand the process that a prospect may go though to search for a roofing contractor.
Do I Need A Website To Get In Front Of Prospects?
As a roofing contractor, having a roofing website to reference for leads is a great resource to have. A website can educate prospects about the services that you offer and it can also be leveraged to bring in leads to your website through inbound marketing. (More on that later…)
A website is generally the first place that a prospect will come to learn about your business and make a decision as to whether they should contact you for a roofing bid or more information.
Having a website also gives you the ability to implement advanced marketing strategies that can give you an edge among your competitors. Some of these strategies include re-targeting with Google Display Ads and re-targeting Facebook ads.
Ok, now let’s understand how to leverage Google to drive leads.
Google My Business Listing
As a roofing business (or any business), a relatively easy way to get found online is to create a Google business listing. Your Google business listing will show up in Google maps and the Google search engine when there are related searches.
For example, if someone is searching for, “Roofing Contractors Seattle,” then you will see the following listings because these businesses have created a Google business listing.
In addition to creating the listing, you need to add unique information about your business, such as location, phone number, images, website, etc.
Once you have entered this information, then you have a chance to show up in the top three results which increases your chances to get found and generate leads. Your business will not appear at all in this section, if you do not have a Google business listing.
After creating your listing, you are not done. The next step is to start generating positive feedback for the work that you do. After accruing feedback, Google will assign a rating out of 5 stars which will be publicly available to view. The reviews for your business are important because they will impact how your business ranks in the Google business listing results.
Google Search Engine Optimization (SEO)
The next step is to take advantage of the Google search engine is by leveraging SEO, also known as search engine optimization. This strategy cannot be leveraged unless you have a website to direct traffic too.
The basic idea of SEO is to create content and optimize that content around keywords that potential prospects are searching for. If you are able to answer common questions about roof repair, roof replacement costs, etc then that is helpful to people searching for those terms which may attract them to your site and turn them into leads.
Keep in mind that this is a long-term strategy and you are not going to see results over night. It takes time to create content in the form of blogs, images and video. Then it takes to to rank the content that you create in Google and other search engines.
The upside to implementing a SEO strategy is that the traffic that you bring to your website is free. As long as you are consistent about creating content that helps people, you will be able to keep a continual stream of leads coming in.
Want to learn a faster strategy that can produce real leads?
Google Adwords Pay Per Click
PPC also known as pay per click is a method of advertising, in which you pay for traffic. The amount that you pay and the quality of the traffic depends on many different variables. I want to focus on Google, so I am going to talk about Google Adwords.
Google Adwords is the platform that you can use to manage ads that run on the Google search engine. The reason that the platform is very powerful is because you can create an ad which appears at the top of the search engine results immediately. You do not need to use SEO to get in front of potential leads.
The other reason that the platform can be powerful is because you can measure exactly how much money you spend and how many leads are generated from that money. If you spend $100 and you generate $500 dollars in business, is that a good investment? Absolutely!
So… you maybe wondering where do these ads appear? Generally, they appear directly under the search bar in Google.
Now… the big difference between these ads is going to be where they take you after you click on one of them. Many businesses set it up so that the ad takes someone to their website. The problem is that there can be many issues with the website. Maybe the site loads slowly or the website is confusing and/or distracting.
The key is to set-up the ad so that when someone clicks it, it goes to one page, also known as a landing page. The page is designed to load quickly and not be distracting with clear action points such as a phone number to call or inquiry form.
The landing page may also feature some information about your business, services offered and customer reviews. This ensures that leads are not distracted and you are able to track all the leads that are generated through Google Adwords.
How Do I Start?
Most roofing businesses want to generate more leads but not everyone is serious about putting a plan together and executing. If you are serious about getting leads for your roofing business, then we can help!
We can help audit your current site and put together a strategy and implementation plan to start generating leads. Be sure to contact us for a free consultation to learn what we can do to partner with your roofing business and generate real leads for you.