Boost Your Roofing Business: Essential Online Marketing Tips for Small Companies

Gary Gilkison

Quick Answer for 'Small Business Online Marketing for Roofing': 1. Establish a strong online presence: Ensure your website is mobile-friendly and optimized for search engines. 2. Engage on social media: Use platforms like Facebook and Instagram to connect with your community. 3. Embrace email marketing: Send regular updates, promotions, and helpful tips to your subscribers. 4. Consider paid advertising: Use Google Ads and Facebook Ads for targeted outreach. 5. Collect and leverage online reviews: Encourage happy customers to leave reviews and respond thoughtfully to feedback. 6. Produce quality content: Share your expertise through blogging, videos, and other valuable content.

Making your roofing business visible online is non-negotiable. With most homeowners turning to the internet to find and vet local services, your online presence can be the difference between thriving and barely surviving. The power of digital marketing lies in its ability to level the playing field, allowing small businesses to stand shoulder-to-shoulder with larger competitors, all vying for the attention of the same customer base.

Imagine a world where your business doesn't just compete but stands out as a leader in the local roofing industry. This isn't just about getting found online; it's about connecting with your ideal clients, building trust, and establishing authority without draining your budget on high-cost pay-per-click (PPC) ads. Through targeted strategies like SEO, social media engagement, email marketing, and smart use of customer reviews, you can achieve sustainable growth and visibility.

Embracing digital marketing is more than a necessity—it's your pathway to capturing and nurturing leads, transforming them into loyal customers, and ultimately, driving your business's growth and success.

Digital marketing funnel showing the journey from awareness, interest, decision, to action, with specific online marketing strategies for roofing companies at each stage - small business online marketing for roofing infographic step-infographic-4-steps

Establishing a Strong Online Presence

Your roofing company's online presence is like your digital storefront. It's often the first thing potential customers see, so making a strong impression is crucial. Here's how you can ensure your roofing business stands out online.

Website Optimization

Your website is the heart of your online presence. It should not only look good but also work efficiently. Here are key points to focus on:

  • Fast Loading Times: If your website takes more than a few seconds to load, you're likely to lose visitors. Tools like Google's PageSpeed Insights can help you identify and fix speed issues.
  • Easy Navigation: Your site should be easy to navigate, with a clear menu structure and a straightforward path to contacting you or requesting a quote.
  • Clear Call-to-Action (CTA): Whether it's to request a quote, call now, or download a guide on roof maintenance, your CTAs should be clear and compelling.

Mobile-Friendly Design

With more people using smartphones to browse the internet, having a mobile-friendly website is non-negotiable. A mobile-responsive design adjusts your website to fit the screen it's being viewed on, providing a seamless experience for mobile users. Google's Mobile-Friendly Test can tell you if your site passes the mark.

SEO for Roofers

Search Engine Optimization (SEO) helps your website show up in search results when potential customers look for roofing services in your area. Here are some SEO basics for roofers:

  • Local Keywords: Use keywords that include your location, like "roofing services in [Your City]." This helps you attract local customers.
  • Quality Content: Regularly update your site with content that's relevant to your audience, such as blog posts on roof maintenance tips or the benefits of different roofing materials. This can help improve your site's ranking in search results.
  • Google My Business: Claiming and optimizing your Google My Business listing can improve your visibility in local search results and Google Maps. Make sure your business information is accurate and up-to-date.

By focusing on these areas, you can create a strong online presence that attracts and engages potential customers. The goal is to make it easy for people to find you and learn about your services. With a well-optimized website, a mobile-friendly design, and a solid SEO strategy, you'll be well on your way to achieving that goal.

We'll explore how leveraging social media can further enhance your roofing company's online presence and connect you with your community.

Roofer working on a roof with a beautiful sunset in the background, symbolizing the growth and reach of roofing businesses through effective online marketing - small business online marketing for roofing

Leveraging Social Media for Roofing Companies

Social media is not just a platform for sharing personal moments but a powerful tool for businesses, especially for those in the roofing industry. Let's dive into how your roofing company can use social media effectively.

Facebook: Your Community Bulletin Board

Think of Facebook as your local community bulletin board. It's where you can share updates, showcase your projects, and engage with your community. Here's how to use it:

  • Post Before and After Photos: Share the transformation stories of the roofs you've worked on. This visual content grabs attention and showcases your expertise.
  • Share Customer Testimonials: Positive feedback from satisfied customers builds trust with prospective clients.
  • Engage with Your Followers: Respond to comments, answer questions, and participate in local community groups as your business page.

Instagram: The Visual Portfolio

Instagram is all about visuals. For roofing companies, it's a platform to create a stunning portfolio of your work. Use it wisely by:

  • Using Hashtags: Tag your posts with relevant hashtags like #RoofingLife or #RoofTransformation to increase visibility.
  • Story Highlights: Create highlights for different services you offer, FAQs, and customer testimonials.
  • Behind-the-Scenes Content: Share stories showing your team in action, which adds a personal touch.

LinkedIn: The Professional Network

While LinkedIn may seem less obvious for roofing companies, it's a goldmine for B2B connections and professional growth. Use LinkedIn to:

  • Showcase Your Business Values: Share posts that reflect your company's commitment to quality and safety.
  • Network with Suppliers and Contractors: Connect with suppliers, contractors, and other professionals in the roofing industry.
  • Publish Articles: Write articles about your insights into roofing trends or case studies of challenging projects.

Social Media Ads: Targeted Advertising

Social media ads allow you to reach a broader audience beyond your followers. Both Facebook and Instagram offer targeted advertising options where you can:

  • Define Your Audience: Target ads based on location, interests, and demographics to reach potential customers in your area.
  • Set Your Budget: Control how much you spend on ads by setting daily or campaign budgets.
  • Track Performance: Use the platforms' analytics tools to see how your ads perform and adjust your strategy accordingly.

Community Engagement: Building Relationships

The key to success on social media is not just broadcasting your messages but building relationships. Here's how:

  • Participate in Local Discussions: Join local groups and participate in discussions. Offer your expertise when roofing topics come up.
  • Collaborate with Local Businesses: Partner with local businesses for giveaways or joint marketing campaigns.
  • Support Local Causes: Show your company cares by supporting local causes or charities and share these moments on your social media.

In conclusion, leveraging social media for your roofing company is about more than just posting regularly. It's about creating a community, showcasing your work, and building trust with your audience. By utilizing platforms like Facebook, Instagram, and LinkedIn, along with strategic use of social media ads, you can significantly enhance your roofing company's online presence and connect with both potential and existing customers on a deeper level.

We'll delve into how effective email marketing strategies can complement your social media efforts and help keep your audience engaged.

Effective Email Marketing Strategies

Email marketing is like a secret weapon for your roofing business. It's not just about sending emails; it's about building relationships, keeping your brand top of mind, and driving sales without breaking the bank. Let's break down how you can use email marketing to its full potential.

Email List Building

Start with building your email list. This list is gold. It's a direct line to people interested in your services.

  • Make it easy to sign up: Place sign-up forms on your website, blog, and social media pages.
  • Offer something valuable: Give a free roof inspection checklist or a discount on services in exchange for their email address.
  • Use offline opportunities: Collect emails during events, at your office, or when you're out on service calls.

Monthly Newsletters

Sending out monthly newsletters keeps your roofing company in the minds of your customers. Here's how to make your newsletters a must-read:

  • Provide real value: Share roofing maintenance tips, news about roofing materials, or stories of how you solved complex roofing problems.
  • Be consistent: Send your newsletter at the same time each month. Consistency builds trust.
  • Personalize your messages: Use the recipient's name and tailor content based on their interests or past interactions with your company.

Promotions and Discounts

Who doesn't love a good deal? Use email to offer special promotions and discounts. This not only rewards your current customers but can also entice new ones to give your services a try.

  • Time-sensitive offers: Create urgency with limited-time discounts.
  • Exclusive deals for subscribers: Make your email subscribers feel special by offering them exclusive deals.
  • Seasonal promotions: Align your offers with the seasons, like a spring roof inspection deal.

Customer Retention

Email marketing is a powerful tool for keeping your existing customers coming back.

  • Follow-up emails: After completing a job, send a follow-up email to ensure they're satisfied with the work.
  • Birthday and anniversary emails: Send personalized wishes to create a more personal connection.
  • Educational content: Help them protect their investment by sending tips on roof maintenance and care.

The key to successful email marketing is to provide value in every email. Whether you're sharing knowledge, telling stories, or offering discounts, make sure it's something your audience will appreciate.

By building a strong email list, sending engaging newsletters, offering exclusive promotions, and focusing on customer retention, you'll turn your email marketing efforts into a significant asset for your roofing business.

Let's explore how utilizing paid advertising can create an immediate impact and complement your small business online marketing for roofing strategy.

Utilizing Paid Advertising for Immediate Impact

In small business online marketing for roofing, tapping into the power of paid advertising can yield quick and impressive results. Let's break down how you can leverage Google Ads, Facebook Ads, and other PPC strategies to place your roofing company in the spotlight.

Google Ads: Your Fast Lane to Visibility

Imagine someone in your city types "roof repair near me" into Google. With Google Ads, your roofing business can appear at the top of search results, even above the organic listings. This prime real estate is crucial for getting noticed fast.

  • Start with Keyword Research: Identify what potential customers are searching for. Tools like Google Keyword Planner can help.
  • Craft Compelling Ad Copy: Highlight what sets your roofing business apart. Is it your quick response time? Your decades of experience? Make it clear.
  • Set a Budget: Google Ads operates on a bidding system. You'll pay each time someone clicks on your ad, so set a budget that makes sense for your business.

Facebook Ads: Connect with Your Community

Facebook isn't just for sharing memes and cat videos. It's a powerful tool for connecting with potential customers in your area.

  • Target Your Audience: Facebook's targeting options are incredibly detailed. You can target ads based on location, interests, behaviors, and more.
  • Use Eye-Catching Visuals: A picture is worth a thousand words. Use high-quality images or videos of your roofing projects to grab attention.
  • Encourage Engagement: Ask questions or use calls-to-action (CTAs) like "Contact us for a free estimate" to encourage potential customers to interact with your ad.

PPC Strategies: More Than Just Clicks

Pay-Per-Click (PPC) advertising is about more than just getting clicks. It's about converting those clicks into leads and, ultimately, customers.

  • Landing Pages: Direct your ad traffic to high-converting landing pages. These pages should provide all the information a potential customer needs to take the next step, whether it's calling your business or filling out a contact form.
  • Track Your Results: Use tools like Google Analytics to see which ads are performing well and which aren't. This data allows you to adjust your strategy and spend your budget more effectively.
  • Test and Refine: Don't be afraid to experiment with different ad copy, targeting options, and visuals. The more you test, the better you'll understand what resonates with your audience.

Targeted Advertisements: Precision Matters

The beauty of online advertising is its ability to target very specific audiences. This precision ensures that your ads are seen by people most likely to need your roofing services.

  • Geo-Targeting: Make sure your ads are only shown to people in your service area. There's no point in advertising to someone who lives hundreds of miles away.
  • Demographic Targeting: Depending on your typical customers, you might target your ads based on factors like age, gender, or homeowner status.
  • Interest Targeting: Facebook, in particular, allows you to target users based on their interests. You can reach people interested in home improvement, DIY, or real estate.

By combining these strategies, you can create a paid advertising campaign that not only boosts your visibility online but also brings in high-quality leads ready to convert into customers. The goal is not just to get clicks, but to get clicks that matter.

As we continue to navigate the digital marketing landscape for roofing companies, understanding and implementing these paid advertising strategies can be a game-changer for your business. Now, let's move on to the importance of generating and managing online reviews, another critical piece of the small business online marketing puzzle for roofing companies.

Generating and Managing Online Reviews

In small business online marketing for roofing, online reviews are like gold. They can make or break your reputation. Let's dive into why they're so important and how you can manage them effectively.

The Gold Mine of Reviews

Why are reviews so crucial? Well, think about it. When you're looking to buy something or hire someone for a service, what's one of the first things you do? If you're like most people, you check the reviews. 92% of consumers read online reviews before making a purchase decision. That's a staggering number, and it shows just how much trust people place in the opinions of others, even if they're strangers.

Claiming Your Space on Google My Business and Yelp

First things first, make sure your roofing company is listed on Google My Business (GBP) and Yelp. These platforms are where a lot of your potential customers will go to read about your services. Claiming your business profile allows you to manage your information, ensuring it's accurate and up-to-date, and more importantly, lets you respond to reviews.

Responding to Reviews: The Good, The Bad, and The Ugly

Responding to reviews is where the magic happens in trust-building. Here's a simple guide:

  • Positive Reviews: Always thank the customer for taking the time to leave a review. A simple, "Thank you for your feedback, we're thrilled you're happy with our service!" goes a long way.

  • Negative Reviews: These can be tough, but they're not the end of the world. Respond professionally and calmly. Acknowledge the issue, apologize if necessary, and offer to make it right. Something like, "We're sorry to hear about your experience. We'd like the opportunity to discuss this further and see how we can make things right. Please contact us at your convenience."

  • Neutral Reviews: Don't ignore these. They can offer valuable feedback. Thank the customer for their input and let them know you're always looking to improve.

Building Trust Through Transparency

By responding to all types of reviews, you're showing potential customers that you care about your clients and their satisfaction. This transparency and willingness to engage build trust. And in a business as competitive as roofing, trust can be your strongest asset.

Managing online reviews isn't a one-and-done task. It's an ongoing process that requires regular attention. But the payoff is worth it. Positive reviews can drive more business your way, while effectively managed negative reviews can actually increase consumer trust because people see that you're committed to customer satisfaction.

In the next section, we'll explore how content marketing can further enhance your roofing company's online presence, helping you to attract more leads and establish your business as an industry leader.

Maximizing Lead Generation with Content Marketing

In small business online marketing for roofing, content marketing stands out as a powerful tool to attract leads and establish your authority. Let's dive into how you can leverage blogging, SEO content, educational videos, roofing solutions, and maintenance tips to grow your business.

Blogging: Your Foundation for Thought Leadership

Starting a blog is like planting a seed. It takes time to grow, but once it does, it can bear fruit for years to come. For roofing companies, blogging is an opportunity to discuss common roofing problems, solutions, and trends. But here's the kicker: each blog post should be optimized for search engines. This means using keywords that your potential customers are searching for. For example, "how to fix a leaky roof" or "best roofing materials for a cold climate".

SEO Content: Be Where Your Customers Are Searching

SEO, or Search Engine Optimization, is your best friend in the digital world. It's all about making sure your website and blog posts show up on Google when people search for roofing-related queries. 68% of online experiences begin with a search engine. Use tools like Google Keyword Planner to find what your potential customers are searching for, and tailor your content to answer those queries.

Educational Videos: Show, Don't Just Tell

Videos are a powerful way to engage your audience. For roofers, this could be a series of "How-To" videos on simple roof maintenance tasks or an explainer video on different types of roofing materials. The goal here is to provide value to your audience while showcasing your expertise. Plus, videos are highly shareable on social media, increasing your visibility.

Roofing Solutions: Solve Problems Before They Ask

Your content should not only be about fixing roofs but also about preventing problems in the first place. Write about the best roofing materials for different climates, how to prepare a roof for winter, or the signs that a roof needs to be replaced. This positions your company as a problem solver, not just a service provider.

Maintenance Tips: Keep Them Coming Back for More

Lastly, don't underestimate the power of maintenance tips. These can be blog posts, videos, or even infographics. Topics can range from "Monthly Roofing Maintenance Checklist" to "How to Clean Your Gutters". Maintenance tips keep your audience engaged and remind them of the value you provide, keeping your business top of mind.

By combining blogging, SEO content, educational videos, roofing solutions, and maintenance tips, you can create a robust content marketing strategy that attracts leads and establishes your roofing company as an industry leader. Content marketing is a marathon, not a sprint. Stay consistent, provide value, and watch your online presence grow.

Next, we'll explore innovative marketing techniques that can set your roofing business apart from the competition.

Innovative Marketing Techniques for Roofers

When every roofing company is vying for attention, you need to stand out. Beyond the basics of digital marketing, there are innovative techniques that can elevate your roofing business and engage your community in meaningful ways. Let's dive into some effective strategies:

Referral Programs

People trust recommendations from friends and family more than any advertisement. Start a referral program that rewards your past customers for bringing in new business. This could be a discount on future services or even a small thank-you gift. For example, for every referral that results in a new roofing job, the referrer gets a $50 gift card. It's a win-win: your customers feel appreciated, and you get new business.

Seasonal Specials

Roofing needs can change with the seasons. Tailor your offers to match. In the lead-up to winter, offer a "Winter Ready" roofing inspection at a discounted rate. Or, in spring, a "Post-Winter Damage" special. These specials not only provide value to your customers but also keep your business top-of-mind year-round.

Local Events Promotion

Get involved in your community. Sponsor local sports teams, participate in charity events, or host a booth at community fairs. This isn't just good for business; it's a great way to give back. Plus, it puts your company name out there in a positive light. Sharing these events on social media or your website can also boost your online presence and humanize your brand.

Contests and Giveaways

Everyone loves free stuff. Host a contest on your social media platforms where participants can win free roofing inspections, maintenance, or discounts on services. For instance, a "Best Holiday Roof Decoration" contest around December can create buzz and engagement. Ask participants to share their entries on their social media and tag your business, increasing your reach and potentially attracting new customers.

Marketing is about building relationships. Whether it's through referral programs, engaging with your community, or running fun contests, the goal is to connect with people on a personal level. These innovative marketing techniques can help your roofing company stand out, not just as a service provider, but as a valued member of the community.

Next, we'll tackle some of the most common questions roofing companies have about online marketing, from improving online visibility to managing online reviews.

Frequently Asked Questions about Online Marketing for Roofing Companies

As we dive into the realm of digital marketing for roofing companies, several questions often bubble up to the surface. Let's address these with straightforward answers that can help steer your small business online marketing for roofing in the right direction.

How can I improve my roofing company's visibility online?

Improving your roofing company's visibility online hinges on a few key strategies:

  • Optimize Your Website: Ensure your site is mobile-friendly and loaded with relevant content and keywords related to roofing. This is your digital storefront, so make it inviting and easy to navigate.
  • Claim Your Google Business Profile: This is crucial for local SEO. Make sure your business information is accurate and updated regularly.
  • Engage on Social Media: Platforms like Facebook and Instagram are great for showcasing your work and engaging with your community. Regular posts and interactions can boost your visibility.
  • Collect and Showcase Reviews: Positive reviews can significantly enhance your credibility and attract more customers. Encourage satisfied customers to leave feedback on Google and other review sites.

What are the best social media platforms for roofing companies?

The best social media platforms for roofing companies are:

  • Facebook: With its vast user base, Facebook is ideal for sharing before-and-after photos of your projects, customer testimonials, and special offers.
  • Instagram: This visually-driven platform is perfect for showcasing the quality of your work through photos and videos.
  • LinkedIn: For B2B connections and establishing your business as an industry leader, LinkedIn is invaluable. Share your expertise and connect with other professionals.

Each platform serves different purposes but collectively, they can significantly enhance your online presence.

How do I get more online reviews for my roofing business?

Getting more online reviews requires a proactive approach:

  • Ask for Reviews: Don't shy away from asking satisfied customers to leave a review. Most people are willing to share their positive experiences if prompted.
  • Make it Easy: Provide links to your Google Business Profile or other review sites in your email signature, on your website, and on social media.
  • Respond to Reviews: Engage with those who leave reviews, whether they are positive or negative. A thoughtful response to a negative review can sometimes turn a dissatisfied customer into a loyal one.
  • Leverage Projects: After completing a project, follow up with the customer and kindly ask for their feedback on sites like Google and Yelp.

Small business online marketing for roofing is not just about selling a service; it's about building a brand and nurturing relationships with your community. By enhancing your online visibility, engaging effectively on social media, and actively managing your online reviews, you're setting your roofing company up for success.

Next, we'll wrap up with the importance of a diversified strategy and how continuous improvement in your marketing efforts can keep your business thriving.


In small business online marketing for roofing, the journey doesn't end with just setting up a website or creating a Facebook page. It's about building a comprehensive strategy that covers all bases. From SEO to social media, from paid ads to content marketing, each element plays a crucial role in your success.

But here's the thing: the digital landscape is always changing. What worked yesterday might not work tomorrow. That's why it's crucial to embrace continuous improvement. Keep an eye on your metrics, see what's working and what's not, and be ready to pivot your strategy when necessary. The goal is to stay ahead of the curve and keep your business growing.

And remember, you're not in this alone. At Riverbase Cloud, we specialize in helping roofing companies like yours thrive online. With our Power SEO Bundles, we take the guesswork out of digital marketing, allowing you to focus on what you do best — providing top-notch roofing services.

Our unique offering isn't just about driving traffic to your website. It's about building a reputation, establishing authority online, and ultimately, growing your business. We understand the challenges small businesses face in the digital world, and we're here to help you overcome them.

Digital Marketing Strategy - small business online marketing for roofing

In conclusion, the key to successful small business online marketing for roofing lies in a diversified strategy and a commitment to continuous improvement. With the right partner by your side, you can navigate the complexities of digital marketing and see your business soar to new heights. Let's make your roofing company the top choice locally. Together, we can achieve remarkable results.