12 min read
Updated: April 13, 2022

The Definitive Guide to Marketing for Roofers

Nearly any roofing business can benefit from additional leads, but they may not know how to go about doing so. Through a sound digital marketing strategy, roofing companies can grow their consumer base and turn one-time sales into lifelong customers.

Whether you’re a new company trying to generate more leads or you want to revamp your current roofing company marketing, here’s how to maximize your return on investment.

See how digital marketing can help you stay ahead of the competition
See how digital marketing can help you stay ahead of the competition

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How Can Digital Marketing Efforts Help Roofing Companies Increase Leads?

When you hire a digital marketing agency, you expect them to deliver the results that you need. But to do this, the agency needs to understand your roofing business’ needs.

To further save time and money, you can invest in a digital marketing company that truly understands the needs of your business to help achieve sustainable growth before you sign the contract.

This prior knowledge and experience can ensure that promises of attracting viable roofing leads, driving sales, and generating new business come to fruition.

a roofing company website

How to Use SEO to Get More Roofing Clients

One of the most effective ways to increase valuable traffic is through search engine optimization (SEO). Through this process of optimizing your website and targeting specific keywords, you can increase your rankings on Google’s search engine results page.

For example, let’s say you are a roofing business in Glenview, Illinois and you want to gain new clients. Your SEO strategy should revolve around targeting relevant keywords in Glenview and surrounding areas and making website optimizations to improve your organic rankings.

Consider the fact that 68 percent of online experiences begin with a search engine. Or the fact that SEO drives over 1000 percent more traffic than organic social media. Because the Internet is the first place that consumers go to find a service near them, showing up at the right place at the right time is essential to staying relevant online.

Here are some tips to fine-tune your roofing SEO strategy.

roofing contractors nearby

Conduct Keyword Research to Understand How Consumers Search for Your Service

Like any industry, SEO for roofers starts with keyword research. This is the process of researching and understanding when and how consumers are searching for their roofing needs.

Keywords use the language that users naturally type into Google or other search engines to find their desired results. By targeting the right keywords and geographical regions, your roofing business can show up in front of the right audience.

Long-tail keywords are especially helpful. These keywords typically use 3-5 search terms to tap into a niche as opposed to using keywords that only have two words. For example, “roofers Chicago” is a short-tail keyword while “roofers in Glenview il” is a long-tail keyword.

The more specific you are with what keywords you track, the higher the chances of finding the right audience.

ahrefs roofers chicago keyword analysis

Write Content That Helps You Stand Out

Content marketing for roofers is another SEO strategy that can move the needle for your business. Content marketing is the process of creating and sharing valuable digital content to help drum-up interest in your roofing company.

The right content comes in many different forms and can be implemented across many different mediums. Examples of how to promote your roofing company through content marketing include shareable blog posts, infographics, videos, email blasts, social media posts, or website copy that provides value to your consumer.

Content marketing can help solidify your business as more than a service, but rather, a valuable resource that can assist with all of your roofing-related needs.

Increase Website Performance

One of the most valuable tools that can display your expertise in your website. How your website performs typically has a direct correlation with how many roofing leads you are generating, so it’s important to develop a roofing website that is functional and optimized.

Google has stated that website speed is an SEO ranking factor, so ensuring that your website pages are optimized and running at full speed is always a good idea. After all, chances are high that you’ll lose valuable customers if your website takes too long to load.

Mobile-friendliness is another important factor, as over half of all website traffic is generated from mobile phones. Make sure your website functions well on a mobile device, too, as you don’t miss out on this huge market.

Create Backlinks

Backlinks, also known as inbound links or incoming links, are an effective method of connecting multiple website pages. For example, another website may have a link to your website and, in turn, you have a backlink on your website from theirs.

Google and other search engines view backlinks as a positive “vote” for other pages. The more backlinks you have, the better your chances of having a high organic ranking. Backlinks remain a ranking factor to help Google determine what pages are important and what pages don’t carry as much weight.

roofing company backlink profile

PPC for Roofing Business

Pay-per-click advertising, or PPC, is another important strategy to help your website gain valuable traction. The difference between PPC and SEO is that in PPC campaigns, traffic that goes to your website isn’t free. Your paid advertising budget goes toward generating traffic to your website, and you pay every time someone clicks on one of your ads.

Search Ads for Roofers

Search ads are strategically placed online advertisements that display search results from online search engines. As a roofing contractor, your search ads target must lead to help you find families and businesses in need of your services.

For example, if an individual is searching for “emergency roofer Wicker Park,” your Wicker Park roofing company’s ad may show up at the top of search results.

Call-Only Ads

Just as they sound, call ads or call-only ads are designed to increase the number of phone calls roofing contractors receive. These ads only appear on devices that make phone calls.

Call ads are especially ideal for roofers because consumers typically want the chance to speak with a roofing professional as soon as possible. Because of this, they work especially well with local SEO searches, as local consumers may have urgent roofing needs with which you can help.

Use Social Media to Increase Client Confidence

Another effective way to increase roofing leads for your company is to harness the power of social media. Social media for roofing is an effective way to display photos and videos explaining your process, answering FAQs, promoting seasonal work, and so much more.

In addition to creating high-quality, engaging, and informative content for your followers, you can also display reviews on your social profiles to build confidence in potential customers. Reviews are one of the most important parts of any business, including roofing, as customers want to see that your company was able to deliver results in a professional and timely way.

roofing marketing on social media

Build a Strong Client Base through Email Marketing

Email marketing for roofers helps convert potential leads into valuable customers. This digital marketing method allows you to send tailored content to specific leads to pique their interest.

To run effective roofing email marketing campaigns, you’ll need to begin compiling email addresses. Rather than paying for an email list, it’s ideal to use your website to earn email subscribers.

From there, you can begin sending content regularly, but make sure you’re not overwhelming them to the point that they need to unsubscribe.

email marketing to generate roofing leads


The right digital marketing strategy for roofers can help them generate leads and significantly increase business. With such a niche industry, it’s important to find a company that understands the needs of your business before you start working with them.

At Comrade Digital Marketing, the professional services industry is one of our niches, so if you’ve been searching for the perfect team that genuinely cares about your needs, look no further than us. We’ll work by your side to achieve greatness together.

Want to speak with an expert?
Want to speak with an expert?
Call us at (312) 265-0580

If you’re interested in getting started, we offer no-obligation consultations, and we’d love to hear about your roofing company’s needs!

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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