Roofing is a brutally competitive industry.
And yet, the top roofing companies make as much as $5 million in revenue a year. The demand is certainly there with the market reaching $47.5 billion in 2025… yes, that billion with a “B”!
So, how do the top dogs dominate? Simple! They show up everywhere online, precisely where 91% of homeowners look for roofers.
If you’re sick of an unpredictable pipeline and the stress of not knowing if your business will survive another year, this roofer’s digital marketing guide is for YOU.
Here are 15 digital marketing for roofing companies strategies to build a seasonality-resistant pipeline (come rain or shine) that inches you closer to that $5M revenue threshold.
Stable Work. Fewer Slowdowns!
Find out how clients at Comrade see up to 400% more leads on average.
Key Takeaways
- Show up on Google, Maps, and review sites to get discovered by homeowners.
- Target high-intent keywords to attract qualified leads.
- Book more job inquiries with your website by making it faster and mobile-friendly.
- Run multiple channels together (SEO, PPC, Social, Email) to keep leads steady year-round.
- Track every result so you spend less while closing more high-value jobs.
Why is Digital Marketing Important for Roofers?
Online visibility is the name of the game. Every time you miss an online lead, you could potentially be missing a $20,000 roofing job.
Online marketing for roofers is how you show up with the right homeowners, and secure your pipeline.
- It puts you in the game: 76% of local searches lead to a business visit within 24 hours — if you’re not visible online, you’re losing jobs.
- It pays you back big-time
Roofers who invest in digital marketing regularly see a 400% to 800% return on investment because every lead is trackable and targeted. - It stops the “feast or famine” cycle
Strong online visibility means steady job inquiries, even in slow seasons. - It lets homeowners trust you
Reviews, photos, and real projects are proof that you know your stuff. - It protects your territory
The roofing companies making $5M+ dominate search results and lock the others out.
Look, there was a time when you could get by with referrals. In 2026, you need to fire on ALL cylinders: referrals, SEO, AI search optimization, social media, and more.
Digital marketing is the best way to guarantee your business’s survival.
Digital Marketing for Roofing Companies: Top 15 Strategies
Using these 15 strategies, we’ve helped 100+ clients build a repeatable system to stay visible online and book more jobs.
15 Tactics That Bring Roofers Consistent Leads
- Roofing Sales Funnel
- High-Converting Roofing Website
- Google Business Profile
- Google Map 3-Pack
- Search Engine Optimization (SEO)
- Keyword Research
- Content Marketing
- Frequently Asked Questions (FAQs)
- Directory Listings & Local Citations
- Google Ads (PPC)
- Social Media Marketing
- Email Marketing
- Referral Programs
- Partner With Local Businesses
- Seasonal Promotions & Offers
Let’s break each one down so you know exactly how to put it to work in your roofing business.
1. Understand Your Roofing Sales Funnel
How do homeowners make decisions? Answer this question first if you’re serious about winning more roofing jobs.
Most people don’t wake up and instantly hire a roofer — they go through stages. After all, it’s a HUGE decision financially.
First, they look for information (“Is my roof damaged?”). Then, they compare companies (“Who looks reliable?”). Finally, they choose someone they trust to come out for an estimate.
Your job is to guide them at every step:
- Awareness: Educational content that teaches them what to look for
- Consideration: Proof — reviews, photos, case studies, financing options
- Decision: Clear CTAs like “Book a Free Roof Inspection Today”
Tailor your digital marketing for roofers to each stage and you’ll close more deals. Plain and simple.
See how digital marketing can help you stay ahead of the competition. Talk to our experts today.
2. Create Your Roofing Website
Homeowners judge your website in 50 milliseconds!
So, ask yourself: Does it take longer than 3 seconds to load? Is your contact info buried? Are your services front and center?
To fix these issues, make sure your site includes:
- A fast loading speed and mobile-friendly design
- Clear service pages with photos, pricing guidance, and proof
- Trust signals like reviews, badges, certifications
- Simple navigation and obvious CTAs (“Request a Quote”)
- Contact info at the very top — no digging required
- Analytics tracking so you know what’s working (and what’s not)
This week, add a bold click-to-call button at the top of every page. That way, homeowners can reach you instantly during an emergency.
Need ideas for your roofing website? Our article on the best roofing websites will give you plenty of inspiration.
3. Claim and Optimize Your Google Business Profile
Want a free way to get roofing leads? Claim and optimize your Google Business Profile!
It’s the little box with your business info and reviews on Google Maps. Roofers who show up there get 70% more business visits/calls than those who don’t. To get started:
- Visit the Google Business Profile website and click on ‘Manage now.’
- Input the name of your roofing company and click ‘Continue.’ If your business has multiple locations, you can add them later.
- Choose a category that your company falls into.
- Verify your business by phone, email, or postcard. Google will send you a verification code, which you will need to enter to validate your business and claim your profile.
Bonus Tips to Rank:
- Add photos of recent jobs and your team (This boosts your calls/messages by 30 to 50%!)
- Write a clear description with local keywords
- Request reviews after every job (You need at least 10 reviews to start ranking in local search)
- Post updates about storms, promos, or recent work
Touching up your GBP is one of the easiest roofing internet marketing tips this guide has to offer!
4. Optimize for Google Map 3-Pack
Are you showing up in Google’s Map Pack?
The Google Map 3-Pack is the small boxed section at the very top of search results. It shows three local businesses, their ratings, hours, and a big “Call” button.
Those listings get over 60% of all local clicks… a pretty valuable place to be! Here’s how you can break into the Map Pack:
- Keep your Google Business Profile fully updated
- Use identical NAP (name, address, phone) info everywhere online
- Add local keywords to your service pages
- Upload fresh project photos weekly
- Request new reviews after every job
- Build backlinks from local partners and suppliers
If you only do one thing this week, ask every satisfied customer for a Google review. It’s the fastest way to climb into the Map Pack.
5. Optimize Your Website for SEO
In the game of online visibility, you absolutely need SEO.
Your roofing business could see up to 34% qualified leads by maintaining a strong presence on the first page of Google. Remember, most people never look past that first page.
Without SEO, it’s hard to protect your lead flow. To stay in the fight, focus on:
- Targeted keywords in your titles, headers, and service pages
- A fast, mobile-friendly website
- Helpful, trust-building content
- Clean internal links and updated pages
If SEO feels overwhelming, many contractors partner with roofing digital marketing experts so that they can focus on roofing. Check out our complete guide on the Best Roofing SEO Companies.
Client Success: Build to Last Roofing
One of the biggest testaments to how well SEO works is our client, Build to Last Roofing. After we refreshed their site and content, they saw:
- 750% increase in qualified leads
- 11,011% increase in organic traffic
When SEO is done right, it transforms your pipeline.
Want to rank on page #1? Check out our complete guide to SEO for roofers.
Get Quality Leads Consistently
Don't stress. Stack your pipeline at Comrade!
6. Do Keyword Research the Right Way
Most roofers guess what homeowners type into Google.
But guessing is expensive. Do real keyword research instead!
68% of online experiences start with a search engine. Choosing the right keywords determines whether you attract serious buyers or get stuck with a near-empty pipeline.
How do you get started? We personally use tools like Google Keyword Planner, Semrush, Ahrefs, or Ubersuggest to see what people actually search: phrases like “emergency roof repair,” “storm damage roofer,” or “flat roof installation.”
Then, we publish content that’s optimized with these keywords and monitor traffic to see if our content moved the needle.
7. Write Content That Educates and Converts
Speaking of content… is yours actually helpful to homeowners?
In roofer digital marketing, content marketing can bring in leads for years to come. In fact, businesses that blog consistently generate up to 67% more monthly leads.
Your job is simple: answer the questions homeowners already have. Create content like:
- “10 Signs Your Roof Has Storm or Hail Damage”
- “How to File a Roofing Insurance Claim (Step-by-Step Guide)”
- “Fall Roof Maintenance Checklist: What to Fix Before Winter”
- “Shingles vs. Metal Roofing: Which Lasts Longer?”
- “Roof Replacement Costs in {Your City}: What Homeowners Should Expect”
Specific, actionable topics like this placate potential customers and even encourage them to give you a call.
8. Answer Questions on Your Website to Build Trust
Homeowners have a lot of questions before they choose a roofer.
Try adding a strong FAQ (frequently asked questions) section on your site.
Remember, a whopping 74% of people who use voice search do so to find a local business. And with voice search, people usually ask questions!
Great questions to include:
- Which roofing materials last the longest?
- How long does a repair or replacement usually take?
- What does a new roof cost in (city)?
- How often should a roof be inspected?
- Do you help with insurance claims?
Want an easy win this week? Ask your sales team what questions they hear most from new prospects — those should be the first FAQs you add to your site.
9. Get Listed on Online Directories
Having a website is not enough. You need to be everywhere.
Online directories like Yelp, Angi, HomeAdvisor, and BBB play a huge role in getting found.
In fact, over 98% of consumers use the internet to find local businesses, and directories are often the first pages they see.
Getting listed isn’t complicated, but it is important:
- Research and claim your listings on Yelp, Angi, HomeAdvisor, BBB, and local directories
- Keep your info consistent (same name, address, phone everywhere)
- Upload photos and videos so homeowners see real work, not stock images
- Ask for reviews — directory reviews boost credibility and rankings
- Monitor and update regularly so nothing is outdated or incorrect
So, go ahead and update your info on every directory this week. That way, prospects will see the same, accurate details everywhere.
10. Run Google Ads (PPC) to Capture Urgent Leads
Paid advertising is the best way to get leads quickly!
With Google Ads, you can appear at the top of search results, and potentially see about $2 back for every $1 spent. The ROI is certainly there.
Here are the options you have with Google digital ads:
- Search ads: You show up at the top when someone searches “roof repair near me.”
- Display ads: Your brand appears on relevant home and repair sites.
- Video ads: Short clips on YouTube reinforce trust before they call.
- Remarketing: Ads remind homeowners who visited your site but didn’t call.
The secret sauce is targeting. Bid on the keywords homeowners use, like “emergency roof repair [your city]”. Also, be sure your ads show in your service area only.
This digital marketing strategy is especially powerful for commercial roofing marketing, where facility managers search for qualified contractors immediately.
Struggling to grow your client base? Roofing company ads might be your missing piece!
Close More Jobs in 2026
Our roofing clients see highly profitable months all year round!
11. Use Social Media to Show Off Your Work
When was the last time you posted about a roofing job online?
With 5.56 billion people on social media and 54% using it to research businesses, homeowners are checking Facebook and Instagram actively!
Social media is a brilliant way to stay top-of-mind and promote your roofing services in real time. Post things like:
- Before/after photos on Facebook & Instagram
- Seasonal tips and storm-damage reminders
- Behind-the-scenes videos from job sites
- Customer reviews and short success stories
- Polls, contests, and giveaways
- Snippets from your blog or FAQs
- Targeted Facebook ads for local homeowners
The secret isn’t perfection. It’s consistency. And be sure to respond fast, as homeowners notice when you care enough to reply.
Still relying on word of mouth? It’s time for social media marketing for roofers.
12. Convert More Leads with Email Marketing
The beauty of email is that it connects you to prospects who already know you.
These have a higher likelihood of converting than colder leads online. Plus, email is one of the highest-ROI tools you have, often delivering $42 for every $1 spent.
To get homeowners to sign up to your email newsletter, offer something useful, like a “Storm Season Roof Checklist”.
From there, keep your emails helpful. Share tips, reminders, and simple maintenance advice.
And don’t stop once the work is done. Another great marketing tactic is to follow up to request reviews, check satisfaction, and spark referrals!
Want to engage more customers through email? Our article on roofing email marketing has the tips you’re looking for!
13. Start a Referral Program
Roofing is one of those industries where happy customers love to talk to their neighbors about it.
A good referral can be worth thousands! Create a simple referral program that rewards people for sending new business your way. Here’s how to make it work:
- Offer an incentive to both sides, like a gift card, a discount on future work, or a small cash reward
- Promote the program everywhere: your website, social media, email signatures, job-completion emails
- Follow up personally when someone sends you a referral. A quick thank-you goes a long way
Remember, referrals convert 30% higher than leads from other channels. This pays off even better than a lot of digital marketing efforts.
14. Partner with Local Businesses
Next, partner with businesses your ideal customers already trust:
- Team up with real estate agents, home builders, and property managers — they meet homeowners right when roofing needs pop up.
- Cross-promote with home improvement stores (mutual discounts work wonders).
- Swap referrals with complementary pros like gutter cleaners, solar installers, or HVAC companies.
- Co-host local events to get your name in front of warm, local audiences.
- Sponsor community projects to boost your online visibility.
This week, make a list of five local businesses you could partner with, then reach out to one. That alone could be your best lead generation source.
15. Offer Seasonal Deals and Promotions
Homeowners act FAST when a deal feels timely. Try seasonal offers.
Be sure to align your offers with the weather. Great seasonal promos include:
- Fall discounts on inspections and minor repairs
- Spring deals on full replacements or upgrades
- Free gutter cleaning with a repair
- Social media contests for a free inspection
- Limited-time maintenance plan discounts
To get started, create one simple seasonal offer and promote it on your website and social. Then, watch those leads roll in!
Secure Your Pipeline This Month
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Get More Quotes with Digital Marketing for Roofing Contractors
The roofing industry moves fast! Storms hit, demand spikes, and only highly visible contractors get the job.
To recap, here’s the full playbook on how to get more roofing leads:
- Map your sales funnel so every homeowner gets the right message
- Use your website as a lead machine with speed, trust signals, and clear CTAs
- Claim and optimize your Google Business Profile to dominate local search
- Use SEO to rank higher and attract ready-to-hire homeowners
- Inspire trust with content, reviews, and seasonal promos
The reality is, SEO and PPC are easily a 40+ hour a week job. If you’d like expert help, contact Comrade today.
For over 18 years, our pros have helped roofers like Built to Last Roofing see a 750% lead growth in just 6 months.
Ready to grow your business, minus the stress? Explore our Roofing Marketing Agency services and book your free consultation.
