What's A Roofing Website? (How to build and get leads)

by Joanna Donaghue, May 27th, 2021

As a roofing contractor who’s just starting out, it can be difficult to know where to begin. You want to drive homeowners who need a new roof to your business, but not sure how to go about it. The best place to start is by building a roofing website.

A roofing website is a set of pages under a domain name that’s built to drive online sales for a roofing company. Many roofing websites will contain an about us section, work portfolio, and customer testimonials.

In this blog article, you’ll learn everything you need to know about roofing websites. First, we’ll go over the goals of a roofing website and the type of content you should include. After that, we’ll dive into 3 reasons why you should have a website and tips on how you can make it better.

What are the goals of a roofing website?

What do you specifically want your website to accomplish? Before you can sit down and start building your company a website, you need to answer this question. Take a pencil and create a bullet point list of what you want to get out of your website. Do you want to maximize profitability? Do you want to improve customer satisfaction? Or grow the number of weekly jobs?

When done right, a website can achieve many different objectives. For example, one of the most common objectives our clients have is generating qualified leads. If you're a commercial roofer, you wouldn't want to target people looking for residential roof repairs. Your website can help you drive the right kind of leads to your business. Other goals your website can help you achieve are improved conversion rates and increasing brand awareness.

goals of roofing website

3 reasons why you should have a roofing website

There are many reasons why you should have a website. The world has changed and the way we do business has drastically been altered by the internet. Because of the easy accessibility of the internet and its far reach, people have opted more and more to do business online. When the 2020 pandemic hit, this became even more true. Businesses who weren't online and relied on foot traffic suffered. By having an online presence, you're building a strong foundation for the future success of your company. Below are listed 3 reasons why you should consider having a website.

  • Your customers expect it.
    The internet has been around for a little more than two decades now and is no longer a new concept. When people are looking for services or answers, they immediately go online and do a search. If your business isn't there to be found, then how can they contact you? People expect you to be online. With a website, you're able to capture new visitors 365, 24/7. Unlike a brick and mortar store, a website doesn't close after hours. It's there to welcome new visitors every day of the year and at any hour. As a business in the modern era, it's essential to have an online presence so you can be available to people who need your services.

  • Grow awareness of your company.
    Roofing is a competitive industry and it can be difficult to find new ways to reach homeowners. A roofing website offers many opportunities to reach potential customers and drive them to your business. With a website, you're able to drive organic traffic to your company and reach people who are looking for roofing services for free. You can build search or social advertising campaigns and bring qualified leads to your website. Your website acts as your company's virtual office. With it, you have the ability to drive traffic from various online sources and capture leads more efficiently and cost-friendly.

  • Build credibility with social proof.
    Credibility and trust are integral to every company. If customers aren't able to build trust with you, then it'll be difficult to get jobs and be paid. With a roofing website, you're able to showcase your work in various ways. You can provide before and after photos of your work, show videos of ongoing projects, and display customer reviews. When people are looking to hire a roofer, they want to know if the roofer is trustworthy and professional. An online portfolio represents your dedication and professionalism in roofing and can be seen by potential customers at any time.
3 reasons to have roofing website

What content should you include on your roofing website?

Your website's content is a very important part. Content not only tells visitors what your website is about; it helps search engines to understand it. By providing concise and relevant content on your website, search engines have an easier time categorizing and ranking it. You should organize your content in a simple and useful way. The best method to do so is by adding different pages. Below is a list of pages that every roofing website should have.

About Us:
The purpose of the about us page is to give potential customers more information about your company. While it's not exactly necessary, it's a good idea to have. The about us page tells visitors what your company does, why it does it, and who you are. When you're not able to meet with someone face-to-face, it can be hard to build a connection. Your company's about us page is a great way to connect with your visitors. People love seeing this kind of information. They like seeing the faces behind the company and reading the history. There are a few ways you can use your about us page to your best advantage.

  • Use team photos.
    People love seeing the faces behind the company. Team photos give authenticity and credibility to your company. It shows you're not just some shady company, but a real business with real people. When people think of your company, they'll be able to put a face to it and this makes them more likely to do business with you.

  • Share your CEO's or Company's story.
    Stories are interesting to everyone. There's nothing that will make your company more memorable than its backstory. By telling your story to your audience, you're sharing your passion with them. Passion makes people want to do business with you. It tells them that you're driven and love what you do. When writing your company or CEO's story, make it informal and personal.

Contact page:
If you want people to contact your business, you need to give them a place where they can easily do so. A contact page is used to capture your customers information quickly. Some of the best methods to do so are adding a phone number, lead form, or even a chat button. By giving your potential customers multiple ways to communicate with you, you’re making their path to conversion easier.

Every contact page should have your company's phone number and a lead form. If you have a business location where people can visit, it's a good idea to list it on there too. A good rule for lead forms is to keep them short and sweet. Make the form long enough to capture the necessary information like customer's name and contact info. You want to make the sales process quick and simple.

contact form on website

Dedicated service pages:
As a roofer, you probably don't do just one thing. Some of our roofing clients will focus on just roof installs but most offer repairs, replacement, maintenance, and more. If you provide more than one service, then you want to have multiple dedicated service pages. These pages allow you to organize your services in a way that's easy for people to find. By providing each service with its own page, you're able to create unique content that will help persuade customers to convert.

There's another big benefit to breaking your services up into their own dedicated pages. It'll make it easier to rank for searches related to those services. Google looks at title tags, meta data, and page content to correctly match pages with search queries. If you have all of your services on one page, Google will have a hard time categorizing that page and it'll show up less in the results.

Portfolio:
When potential customers visit a roofing website, they are looking for proof of that company's professionalism and quality. If they are convinced that the company is reliable and does a good job, then they'll choose it for their project. The best way to show off your company's skills is with a portfolio. The portfolio shows pictures of your recent jobs along with customer reviews. Providing before and after photos and videos of recent roofing jobs is one of the best ways to boost your credibility.

A great roofing portfolio will contain photos, videos, and customer testimonials. When you're not able to interact face-to-face with a customer, it's hard to convince them that you're the expert. This is the job of your portfolio. When customers visit our clients' roofing websites, they often will convert after visiting the portfolio page.

FAQ:
FAQ stands for frequently asked questions and is a great place to answer your customers’ most common questions. By providing clear and detailed answers, you’re helping visitors make a decision about their roofing needs. It allows you to show off your expertise in the roofing industry and push them down the sales funnel. When people feel like their concerns have been sufficiently addressed, they’re more likely to hire a roofing company for their project.

When coming up with a list of questions for your FAQ, try to find questions that are the most relevant to your visitors. What kind of questions do your customers ask? What language do they use? Remember that not everyone is going to be familiar with the roofing terms you use. Google's autocomplete and People Also Ask are great places to find questions. Watch the video below to learn more.

Testimonials:
As every roofer knows, customer reviews go a long way in building trust and authority with your customers. In the online world, it’s hard to build trust because you're not able to build a personal connection with visitors. Testimonials let you provide social proof that lets potential customers know that you're professional. When people see reviews for a company, they're much more likely to trust them and make a purchase.

When writing testimonials, keep them short and to the point. A good testimonial should be no longer than 80 words. Long blocks of text are difficult on the eyes and nobody wants to read them. To make sure people don't skip over your valuable customer reviews, keep them concise and brief.

How to make your roofing website better

Add A Unique Value Proposition
When people visit your company’s website, they’re looking for reasons why they should choose you. Your value proposition answers this question while making an impression. It should stand out from your competitors and convince the visitor to choose your company. The value proposition you come up with will be based on several different factors. Some factors you can use are your location, company size, reputation, service, etc.

A good place to add your value proposition on your website is the header of the homepage. When people land on your website, they’ll immediately see it and be encouraged to read more. Be sure to use your value proposition more than once on your website. You’ll want to rewrite it in different ways and use it in headings, subheadings, and paragraphs. This helps to keep it in the mind of your visitor as they read your website content.

Make Your Call To Action Stand Out
Call to actions are an essential part of your website and getting leads. A call to action is a button or line of text that encourages people to take an action that’s valuable to your business. For example, some call to actions are contact us, fill our form, call now, schedule service, and more. If you want people to contact you or schedule an appointment, you need to have a call to action on your website.

When creating a call to action on your website, make sure that it’s visible and stands out. You want it to be eye-catching so that it draws your visitors’ attention. On our clients’ websites, we often use yellow, red, or orange colors for the call to action buttons. Your website’s navigation menu is a great place to put your company’s phone number. This makes it super easy for potential customers to call you and schedule service.

cta conversion rate chart

Improve It For Your Mobile Visitors
It’s no secret that mobile traffic has surpassed desktop traffic. The mobile-friendliness of a website is a big ranking factor for Google. This means making your website mobile friendly should be top priority, but what is a mobile friendly website? It’s a website that is fully responsive and looks good on any type of device. Whether someone is visiting your website on their mobile phone or tablet, your website should be easy to navigate, read, and interact with.

It’s a good idea to check your website’s performance on a weekly basis. Google Analytics and Google Search Console are free tools that offer valuable insights into how your website is doing. You’ll be able to see any crawl errors and mobile usability issues. This will help you keep your website up-to-date with the latest mobile-friendly policies. As a result, your website will rank better organically and you’ll get more leads.

After reading this blog post, hopefully you’ve gotten a better understanding of what a website is and how it can affect your business. The question you should ask yourself is not, “do I need a roofing website” but “can I afford to not have one?” A roofing website is one of the best investments you can make for your business. It gives your potential customers a way of finding you, connecting with you, sharing your services, and more. The benefits of a website are almost endless. Hopefully, you’ve realized by now how necessary it’s become.

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