The construction industry is one of the most competitive industries to get started in. As a roofing specialist, you’ll want to keep on top of your competition (pun intended). The key to success in the roofing business—and any industry, for that matter—is knowing your customers and how to reach them. People now spend most of their time online rather than on print media or television. Therefore, it makes sense to make your roofing business available to them online too.
Before you can start scheduling roofing projects on your smart business management system such as the Jobber platform, you must ensure your website ranks highly on search engines so that customers can find you in the first place. When it comes to roofing, the top spot on Google gets the most clicks—as with any business looking to make its mark online. That’s where search engine optimization (SEO) comes in.
In this blog post, you’ll gain an overview of what SEO is and nine clever ways it can help improve your roofing business.
SEO: An overview
SEO is a modern marketing strategy that uses keywords or phrases people use when searching for something online. Search engines then use these keywords to display relevant websites at the top of the search results pages (SERPs). When search engines display your website on their SERPs, this is called an organic listing. Keep in mind that most potential customers won’t look beyond the first page of search results. So, if your business doesn’t have a place at the top of the list, you’re missing out on many potential leads.
The question is how to get your business on that first page. The only way to achieve these high rankings is through an effective and regularly maintained SEO campaign. The more often your website ranks on the first page, the better your chances of converting visitors to actual customers.
Ways SEO helps your roofing businesses
There are many ways SEO can benefit your roofing business, but here are nine ways to get you started:
1. Increasing web traffic
As a roofing specialist, you’ll want to attract as many potential customers as possible. With SEO, you can increase traffic to your website by ensuring it appears as the top search result for relevant keywords and phrases.
By targeting the right keywords, you can attract the right type of customer. For example, if you specialize in residential roofing, targeting keywords such as “residential roofing company” will help result in traffic interested in your services.
2. Generating quality leads
Another SEO benefit is that it can help you generate high-quality leads. It’s because people who find your website through a search engine are already interested in what you have to offer. They’ve already taken the time to research roofing companies and have found your website as a potential source for their needs.
For example, those looking for a residential roofing company have already decided to hire a roofing specialist and are now looking for the best option. It makes them more likely to become customers, as they’ve already done their research and are interested in what you have to offer.
3. Converting quality leads to more sales
Since the leads you generate through SEO are already interested in your services, they’re more likely to become paying customers. It’s because people trust search engines to provide them with quality results. As a result, they’re more likely to become customers and less likely to shop around for other roofing companies.
According to a case study by Search Engine Journal, leads generated from SEO have a 14.6% close rate, while those generated from other marketing channels only get around a 1–2% close rate. It means that you can take an average lead and make it much more valuable for your business through SEO.
With this in mind, while we are considering SEO at this point in time, don’t forget to give high priority to how you quote for your jobs too, as there is no benefit of great SEO if you then lose all your leads at the quotation stage.
4. Building customer trust
In the construction industry, it’s crucial to build trust with your customers. One way to build online customer trust is through effective SEO. When potential customers see your website on the first page of search engine results, it gives them a higher sense of trust and confidence that you’re an authority in the industry.
People assume that if a business ranks high in search engine results, the proprietors must be good at what they do. As a result, they’re more likely to choose and trust your company over a competitor who doesn’t appear as high in the search results.
5. Improving brand recognition
Once you’ve done the hard work of increasing your search engine rankings, you’ll start to see people engaging with your website. That’s when SEO starts to improve brand recognition and trust in your company. People will begin to recognize positive comments about your roofing business in addition to seeing your ranking on Google searches.
As online customers become more familiar with your brand, they’re more likely to choose you over other competitors when hiring a roofing specialist. This type of exposure for your business is invaluable as it’ll help bring in more customers and increase sales, all without having to resort to expensive marketing campaigns.
6. Engaging more customers online
Not everyone interested in roofing services is immediately looking to hire a roofing specialist. Some online browsers may only be interested in learning more about the process or need help with a specific task.
SEO can help you engage more of these potential customers by providing them with the information they need. Through well-optimized content, you can give potential customers the information they need to make an informed decision about hiring a roofing specialist.
You can also use SEO to generate leads from people who aren’t necessarily looking for roofing services. By providing content relevant to their needs, you can attract them to your website and pitch your services.
7. Making your roofing website more user-friendly
SEO isn’t just about increasing web traffic and generating leads. You can also use this strategy to make your website more user-friendly. By optimizing your website for search engines, you can make it easier for people to find the information they need.
It’s essential for roofing companies, as potential customers may have questions that need answering before they decide to hire a roofing specialist. By having a user-friendly website that’s easy to navigate, you can make it easier for customers to find the information they need.
8. Saving you tons of marketing money
In addition to the benefits mentioned, SEO is also a surprisingly affordable marketing channel as most businesses only have to pay when their website gets shared on another website. It can be even cheaper than traditional marketing strategies such as advertising or cold calling as you don’t need to write a sales page or contact new leads every time—they simply find your business online.
Likewise, you can also use SEO to complement other marketing strategies. For example, if you’re running a pay-per-click (PPC) campaign, you can use SEO to improve your website’s search engine ranking. It’ll help you get more clicks from people looking for your services.
9. Mapping long-term success and recognition
Lastly, when your website ranks well on search engine results pages, it’ll continue to bring in new customers long after the initial marketing campaign has ended. Customers who hire you through SEO are much more likely to write positive reviews about your business online, which further increases your exposure and helps secure future sales.
As a result, you can use SEO to secure long-term success and recognition for your roofing business. With the right SEO strategy in place, you can see a significant increase in web traffic, leads, and sales without breaking the bank.
Getting started with SEO
If you’re looking to start implementing SEO for your roofing business, here are a few tips to get you started:
- Research the right keywords: The first step in starting your SEO campaign is identifying the right keywords and phrases to target. It involves extensive research to determine which keywords have the highest search volume and the lowest competition.
- Optimize your website content: Once you’ve identified the right keywords, it’s time to start optimizing your website content. This step includes keywords in your titles, meta descriptions, and body copy. You should also strategically use them to make sense for your target audience.
- Build links: Another critical factor that affects your website’s ranking is the number of links pointing to it from other websites. This is called link building, and it involves reaching out to other websites in your industry and asking them to link to your site.
- Monitor your results: Finally, you should monitor your website’s SEO progress by using tools such as Google Analytics. It’ll help you track your website’s ranking in the search engine results pages, as well as the number of visitors and leads your website is generating.
SEO is a powerful marketing tool that every business should take advantage of. As a roofing business owner, SEO can be the best way to map out long-term success and find many happy customers who appreciate quality work. With so many benefits, it’s definitely worth it for any roofing business. With the right campaign and strategy in place, you should see a steady increase in profits and sales.
As you create more content for your website, share it online and get better rankings in search engines as a result, you’ll benefit from a notable increase in sales. All this contributes to the ultimate success and sustainability of your business. Many thriving modern businesses rely on SEO to secure their products or services online because it’s an affordable marketing channel that yields so many benefits.