Maximizing Your Online Presence: Internet Marketing Strategies for Roofers

Gary Gilkison


Internet marketing for roofers is crucial for reaching more customers and growing your business online. Here's a quick summary of what you need to know:

  1. SEO: Optimize your website to rank higher on Google.
  2. PPC Ads: Use paid ads to get quick visibility.
  3. Social Media: Engage with customers on social platforms.
  4. Content Marketing: Create valuable content for your audience.
  5. Website Performance: Ensure your site loads fast and is mobile-friendly.

Digital marketing is essential for roofing companies. It helps you connect with more people looking for roofing services. Most people search for services online before making a decision. This means having a strong online presence can set your business apart from competitors.

By adopting effective internet marketing strategies, including SEO, PPC, and social media engagement, you can build a more visible and trusted brand. This not only attracts more traffic to your website but also converts visitors into loyal customers.

Choosing the Right Platforms for Roofing Advertising

Choosing the right platforms for advertising your roofing business is crucial. Each platform has its strengths and can help you reach different types of customers. Let's dive into two of the best options: Google Ads and Facebook Ads.

Google Ads

Google Ads is a powerful tool for reaching people who are actively searching for roofing services. When someone types "roof repair near me" into Google, you want your business to be at the top of the search results. That's where Google Ads come in.

Why Google Ads Work: - Intent-Based Searches: People using Google to search for roofing services are usually ready to hire. This means higher chances of converting clicks into leads. - Local Targeting: You can target people in specific geographic areas, ensuring your ads reach local homeowners who need roofing services. - Flexible Budgeting: You can set a daily budget and adjust it as needed. This helps control costs while maximizing exposure.

Tips for Effective Google Ads: 1. Use Relevant Keywords: Bid on keywords like "roof repair" and "roof replacement" plus your city name. 2. Write Clear Ad Copy: Make sure your ads are straightforward and highlight your services. 3. Optimize Landing Pages: Ensure that the page people land on after clicking your ad is user-friendly and encourages them to contact you.

Facebook Ads

Facebook Ads are excellent for reaching a broad audience and building brand awareness. With over a billion users, Facebook allows you to target specific demographics, interests, and behaviors.

Why Facebook Ads Work: - Visual Engagement: Use images and videos to showcase your roofing projects. - Advanced Targeting: Target homeowners in your area who have shown interest in home improvement. - Retargeting Capabilities: Show ads to people who have visited your website but didn't take action.

Tips for Effective Facebook Ads: 1. Create Engaging Visuals: Use before-and-after photos of roofing projects to grab attention. 2. Use Clear Calls-to-Action (CTAs): Phrases like "Get a Free Estimate" can encourage people to contact you. 3. Leverage Retargeting: Show ads to people who have previously interacted with your website or Facebook page.

Strategy Implementation

Implementing a strategy that combines both Google Ads and Facebook Ads can maximize your reach and effectiveness.

Step-by-Step Strategy: 1. Set Clear Goals: Determine what you want to achieve—more leads, increased brand awareness, etc. 2. Allocate Budget: Decide how much to spend on each platform. A good starting point might be a 50/50 split. 3. Monitor and Adjust: Keep an eye on your ad performance. Adjust your budget and targeting based on what works best. 4. Use Analytics: Tools like Google Analytics and Facebook Insights can help you track performance and make data-driven decisions.

By using both Google Ads and Facebook Ads, you can cover all bases. Google Ads capture those actively searching for roofing services, while Facebook Ads build brand awareness and engage a broader audience.

Next, let's explore how to generate roofing leads online using these platforms and other strategies.

Generating Roofing Leads Online

Generating leads for your roofing business is crucial to ensure a steady stream of new customers. Here are some effective strategies to help you attract and convert leads online:

Referral Programs

Word-of-mouth is gold in the roofing industry. A happy customer can be your best advocate. Create a referral program that rewards past customers for bringing in new ones. For instance, offer a discount on future services or a simple gift card. This makes your customers feel appreciated and part of your business's success.

Digital Marketing

Digital marketing is a broad field that encompasses various strategies to promote your roofing business online. Here are some key components:

  • SEO (Search Engine Optimization): Optimize your website to rank higher on search engines. This includes keyword research, on-page optimization, and earning backlinks.
  • Content Marketing: Create valuable content like blog posts, videos, and infographics to attract and engage your audience. For example, write a blog post about "Top 5 Signs Your Roof Needs Repair" to provide useful information and establish your expertise.
  • Email Marketing: Send out regular newsletters to keep your audience informed about your services, special offers, and industry news. Use tools like Mailchimp or Constant Contact to manage your email campaigns.

Social Media Marketing

Social media is a powerful tool to connect with potential clients and showcase your work. Here are some tips:

  • Photos and Videos: High-quality photos and videos of your roofing projects can speak volumes about the quality of your work. Use before-and-after shots and drone footage to make your content more engaging.
  • Hashtags and Mentions: Use relevant hashtags to increase the visibility of your posts. Mentioning suppliers or brands you work with can also extend your reach.
  • User Interaction: Engage with your followers by responding to comments, messages, and reviews. This builds trust and fosters a sense of community around your brand.

Email Marketing

Email marketing keeps your services fresh in the minds of potential clients. Here are some strategies:

  • Regular Newsletters: Send out newsletters with updates, tips, and special offers. This keeps your audience engaged and informed.
  • Personalized Emails: Use data to personalize your emails based on customer behavior and preferences. This increases the chances of conversion.

Paid Advertising

Paid advertising can give your roofing business an immediate boost. Here are some options:

  • Google Ads: Place your ads at the top of search results. This captures those actively searching for roofing services.
  • Facebook Ads: Build brand awareness and engage a broader audience. Use targeted ads to reach specific demographics.
  • Sponsored Posts: Invest in sponsored posts to target potential customers in your area. These ads can be highly targeted based on location, interests, and demographics.

Neighborhood Canvassing

Traditional methods like neighborhood canvassing still hold value. This is especially effective after a big storm or in areas with older homes that may need roof repairs or replacements. A friendly face and a direct offer to inspect their roof for potential damage can lead to immediate business and future leads.

By implementing these strategies, you can create a robust online presence that attracts and converts leads. Next, let's delve into effective SEO strategies for roofers to further enhance your online visibility.

Effective SEO Strategies for Roofers

Keyword Research

Keyword research is the foundation of SEO for roofers. It helps you understand what potential customers are searching for. Start with tools like Google Keyword Planner or Ahrefs Keyword Generator to find relevant terms.

Example: Instead of targeting broad terms like "roofing," use long-tail keywords like "best roofing businesses in Glenview, IL." These specific phrases often have less competition and higher conversion rates.

Pro Tip: Focus on local keywords, such as "roofing company near me" or "roof repair services in [your city]."

On-Page Optimization

On-page optimization is like making sure your roof is built right. It involves fine-tuning elements on your website to make it more attractive to search engines.

Key Elements to Optimize: - Title Tags: Include your primary keyword and keep it under 60 characters. - Meta Descriptions: Summarize the page content in 150-160 characters. - Headers (H1, H2, H3): Use keywords naturally in headers to structure your content. - Images: Use alt text with relevant keywords.

Regularly update your content to keep it fresh and relevant. This helps maintain your rankings over time.


Backlinks act as votes of confidence from other websites. The more high-quality backlinks you have, the more trustworthy your site appears to search engines.

How to Earn Backlinks: 1. Guest Blogging: Write articles for reputable roofing blogs. 2. Local Partnerships: Partner with local businesses to exchange links. 3. Content Sharing: Create valuable content that others want to share.

Statistic: Websites with a high number of quality backlinks rank higher on Google (source: Riverbase Cloud).

Content Creation

Content is king in SEO. It’s not just about quantity but quality. Create content that answers common roofing questions and addresses customer pain points.

Types of Content to Create: - Blog Posts: Topics like "How to Know if Your Roof is Leaking" can attract informational searches. - Videos: Show before-and-after roof repairs. - Infographics: Visual content explaining roofing processes or materials.

Case Study: A roofing company saw a 30% increase in leads after starting a blog that answered common roofing questions (source: Comrade Digital Marketing Agency).

SEO for Roofers

SEO for roofers isn’t just a one-time task. It’s a continuous process that involves monitoring and adjusting strategies based on performance.

Checklist for Ongoing SEO: - Regular Audits: Conduct SEO audits every few months. - Monitor Keywords: Track your keyword rankings and adjust as needed. - Update Content: Refresh old content to keep it relevant. - Technical SEO: Ensure your site is mobile-friendly and loads quickly.

Fact: Google considers mobile-friendliness a significant ranking factor. Make sure your site works well on all devices (source: Riverbase Cloud).

By mastering these SEO strategies, you can significantly improve your online visibility and attract more leads.

Next, let's explore how leveraging social media can further boost your roofing business.

Leveraging Social Media for Roofing Companies

Social media is a powerful tool for roofers to connect with potential clients and showcase their work. Here’s how you can harness it effectively:

Photos and Videos

Visual content is king. High-quality photos and videos of your roofing projects can speak volumes about the quality of your work. Before-and-after shots, time-lapse videos of roofing installations, and drone footage of completed projects can be particularly compelling. These visuals not only demonstrate your expertise but also help potential clients visualize what you can do for them.


Utilize hashtags to increase the visibility of your posts. Use a mix of popular roofing-related hashtags and local hashtags specific to your area. For example, #RoofingLife, #RoofTransformation, and #[YourCity]Roofing can help more people find your content.

User Interaction

Engage with your followers by responding to comments, messages, and reviews promptly. This interaction builds trust and fosters a sense of community around your brand. Ask questions in your posts to encourage comments, and don’t forget to like and comment on posts from your followers and local businesses.


Reviews are crucial. Nine out of ten consumers read reviews before making a purchase. Sharing positive reviews and testimonials from satisfied customers on your social media can significantly boost your credibility (source: Riverbase Cloud). Make it a habit to thank customers for their reviews, showing appreciation for their support.


Host contests or giveaways to engage your audience. This could be something as simple as offering a free roof inspection or a discount on services. Encourage participants to share your post or tag friends to increase your reach.

Sponsored Posts

Invest in sponsored posts to target potential customers in your area. These paid ads can be highly targeted based on demographics, interests, and location, ensuring your content reaches those most likely to need your services. For example, Facebook ads can directly target users in your local area with offers or branded videos.

Local Events

Participate in or sponsor local events and share these experiences on your social media. Whether it’s a home show, a charity event, or a local festival, these posts can increase your visibility in the community and show your involvement and investment in the area.

By leveraging social media effectively, you can significantly enhance your online presence and connect with your community.

Next, let’s dive into paid advertising, specifically PPC, and how it can benefit your roofing business.

Paid Advertising: PPC for Roofers

Pay-Per-Click (PPC) advertising is a powerful tool in internet marketing for roofers. It allows you to place ads in front of potential customers who are actively searching for roofing services. Let’s break down the essentials of PPC for roofers.

PPC Basics

PPC advertising means you pay each time someone clicks on your ad. This method is great for getting immediate visibility. Unlike SEO, which takes time to show results, PPC can drive traffic to your website almost instantly.

Keyword Selection

Choosing the right keywords is crucial. Use tools like Google's Keyword Planner to find terms your potential customers are searching for. Focus on long-tail keywords like "emergency roof repair [Your City]" or "best roofer near me." These specific phrases often have less competition and attract more qualified leads.

Bidding Strategies

In PPC, you bid on keywords. The higher your bid, the better your ad placement. But it’s not just about outbidding your competitors. Quality Score (a metric Google uses) also matters. It considers the relevance of your ad and the quality of your landing page. A high Quality Score can lower your cost per click (CPC).

Budget Management

Set a daily or monthly budget to control your spending. Start small and adjust based on performance. For instance, if you find that certain keywords are bringing in lots of leads, you might want to allocate more budget to those.

Campaign Control

PPC gives you complete control over your campaigns. You can adjust bids, pause underperforming ads, and test different ad copies. This flexibility allows you to optimize your campaigns continuously.

Ad Scheduling

Timing is everything. Use ad scheduling to show your ads when your target audience is most likely to search for roofing services. For example, you might find that people search for roof repairs more often in the morning or after a storm.

Roofing PPC Ad Example - internet marketing for roofers

By mastering PPC, you can ensure that your roofing business is visible to those who need your services the most. Next, let's answer some frequently asked questions about internet marketing for roofers.

Frequently Asked Questions about Internet Marketing for Roofers

What is the best platform for roofing advertising?

The best platform for roofing advertising is a mix of Google Ads, Facebook Ads, and SEO. Each platform has unique advantages:

  • Google Ads: Appearing at the top of search results when people are actively searching for roofing services. This is crucial because users searching for terms like "roof repair near me" are likely ready to hire.

  • Facebook Ads: Targeting specific demographics, interests, and locations. This helps in reaching homeowners who might not be actively searching but could need roofing services soon. Visual ads showcasing before and after photos can be very effective.

  • SEO: Improving your website’s organic ranking on search engines. By optimizing your site with relevant keywords and creating quality content, you can attract more traffic over time. For instance, using long-tail keywords like "roofing companies in Harrisburg, PA" helps attract local leads.

Combining these platforms ensures you meet potential customers where they are, whether they're actively searching or browsing social media.

How do I get customers for my roofing business?

Getting customers for your roofing business involves a mix of strategies:

  • Referral Programs: Encourage satisfied customers to refer friends and family. Offer discounts or rewards for successful referrals. Word of mouth is powerful in the roofing industry.

  • Sales Pitches: Tailor your sales pitch to address common pain points. Focus on how your services solve specific problems, like leaks or storm damage. A clear, concise pitch can significantly boost conversions.

  • Content Marketing: Create valuable content that addresses common roofing issues. Blog posts, videos, and infographics can position you as an authority. For example, a video showing the top 5 symptoms of roof problems can drive engagement and leads.

  • Email Marketing: With an ROI of $36 for every $1 spent, email marketing is highly effective. Send regular newsletters, promotions, and updates to keep potential customers engaged.

  • Social Media Engagement: Regularly post on platforms like Facebook and Instagram. Share project photos, customer testimonials, and industry tips. Engage with your audience to build trust and visibility.

How to network for roofing sales?

Networking for roofing sales goes beyond traditional methods. Here are some effective ways:

  • Join Local Business Groups: Participate in Chambers of Commerce or local trade associations. These groups offer opportunities to meet other business owners and potential customers.

  • Social Media Engagement: Connect with other businesses and potential clients on LinkedIn, Facebook, and Instagram. Regular interaction helps build relationships and trust.

  • Partner with Local Businesses: Establish referral partnerships with real estate agents, home inspectors, and contractors. These partnerships can bring in a steady stream of new clients.

  • Attend Industry Events: Trade shows, conferences, and workshops are excellent for meeting people in the roofing industry. Networking at these events can lead to valuable connections and opportunities.

  • Local Events: Sponsor or participate in local events and community activities. This increases your visibility and demonstrates your commitment to the community.

Networking is about building genuine relationships. Focus on how you can help others, and the sales will follow.

By addressing these FAQs, we hope to provide clear and actionable insights into internet marketing for roofers. Next, let's wrap up with a comprehensive strategy to tie all these elements together.


In today's competitive market, having a comprehensive digital marketing strategy is not just beneficial—it's essential. From SEO to social media marketing, each element plays a crucial role in ensuring your roofing business stands out.

Comprehensive Strategy

To maximize your online presence, it's important to adopt a multi-channel approach. SEO helps you rank higher on search engines, driving organic traffic to your site. Social media marketing allows you to engage directly with your audience, building trust and brand loyalty. PPC advertising ensures you reach potential customers quickly and effectively.

Case Study: Smith Roofing

Smith Roofing saw a remarkable increase in leads and sales by implementing a comprehensive digital marketing strategy. They used targeted SEO to rank higher in local searches, engaged customers through compelling content on social media, and utilized PPC ads to capture immediate leads. This multi-faceted approach resulted in a 30% increase in website traffic and a 25% boost in sales within six months.

Riverbase Cloud

At Riverbase Cloud, we specialize in providing tailored digital marketing solutions for roofing companies. Our unique selling proposition lies in our deep expertise in SEO for local service-based businesses. We understand the nuances that drive local search and customer engagement, allowing us to craft strategies that are finely tuned to the roofing industry's specific needs.

We offer a guarantee of top 10 Google rankings, ensuring that your investment with us is risk-free. This bold promise underscores our commitment to delivering exceptional results.

Continuous Improvement

The digital landscape is always evolving. At Riverbase Cloud, we stay on top of the latest trends and algorithm updates to keep your roofing business ahead of the competition. Our team rigorously analyzes performance data, refining and optimizing strategies to maximize your ROI.

Ready to dominate your local market and outshine your competition? Explore our Elite SEO Solutions and partner with us to transform your digital marketing strategy. Let's achieve remarkable results together and make your roofing company the first choice for customers in your area.

By adopting a comprehensive digital marketing strategy and partnering with experts like Riverbase Cloud, you can ensure your roofing business not only keeps up with the competition but sets the pace.