The Ultimate Guide to Online Marketing for Roofing Companies

Gary Gilkison

Quick Guide to Enhancing Your Roofing Company's Online Presence: 1. Claim and optimize your Google Business Profile. 2. Focus on local SEO to appear in more local searches. 3. Create valuable content to engage your audience. 4. Be active on social media platforms where your clients are. 5. Gather and showcase positive online reviews. 6. Consider targeted PPC campaigns for immediate traffic.

In today's digital marketplace, having a robust online presence is not a luxury—it's a necessity. For roofing companies, it's the bridge that connects your services with homeowners in need. If you're not visible online, you're invisible to a vast segment of your potential market.

Homeowners no longer flip through phone books to find roofing services; they turn to Google and social media. That's why your online marketing must be strong. From optimizing your website for search engines to engaging potential customers on social media, every action you take online can significantly impact your business's visibility and growth.

The crux of the matter is, to continuously attract your ideal clients and improve your Google rankings, you need a comprehensive online marketing strategy. This guide will walk you through the essential steps to achieving just that—without the constant drain of high PPC ad costs.

Infographic detailing steps to enhance a roofing company's online presence, highlighting Google Business Profile optimization, local SEO tactics, content marketing strategies, social media activity, importance of online reviews, and PPC campaigns - roofer online marketing infographic pyramid-hierarchy-5-steps

Choosing the Right Platforms for Roofing Advertising

When it comes to roofer online marketing, not all platforms are created equal. Your choice of platforms can make or break your advertising efforts. Let's dive into how to pick the right ones, focusing on Facebook & Instagram Ads, developing a Social Media Strategy, and understanding your Target Audience.

Facebook & Instagram Ads

Facebook and Instagram are powerhouses for local businesses, especially roofers. Why? Because they offer advanced targeting options that allow you to zero in on homeowners within your service area. You can target based on location, interests (like home improvement), and even behaviors (such as recently moved).

For example, a roofing company could run a Facebook ad campaign targeting homeowners in a specific city who have shown interest in home renovation. The visual nature of Instagram also makes it an excellent platform for before-and-after photos of roofing projects, which can be highly persuasive.

Social Media Strategy

Having a social media strategy is crucial. It's not just about posting pictures of roofs you've worked on; it's about engaging with your community, sharing valuable content, and building trust. Here are some quick tips:

  • Post consistently: Use scheduling tools to maintain a regular posting schedule.
  • Engage: Reply to comments, messages, and engage with other local businesses' content.
  • Show your work: Before-and-after photos showcase your skills.
  • Educate: Share tips on roof maintenance, storm preparation, etc., to provide value.

Target Audience

Understanding your target audience is crucial. Not everyone is your customer. Your primary audience is likely homeowners within your service area, particularly those in need of roof repair or replacement. Consider factors like:

  • Demographics: Age, homeownership status, location.
  • Behavior: Have they recently searched for roofing services? Are they engaging with home improvement content?
  • Needs and Pain Points: Are they in an area prone to storms? Do they value energy-efficient materials?

By tailoring your content and ads to your target audience's specific needs and interests, you'll be more likely to catch their attention and turn them into leads.

In conclusion, choosing the right platforms for your roofing advertising involves a strategic blend of Facebook & Instagram ads, a well-thought-out social media strategy, and a deep understanding of your target audience. By focusing on these areas, you can ensure your roofing company stands out online and attracts more qualified leads.

Next, we'll explore how to generate roofing leads online, diving into tactics like referral programs, optimizing your sales pitch, and leveraging your company website and social media presence.

Generating Roofing Leads Online

Generating leads online is crucial for roofing companies in today’s digital world. By leveraging a mix of strategies, you can attract more potential customers and grow your business. Let's dive into some effective methods.

Referral Program

A referral program can turn your satisfied customers into your biggest advocates. Offer incentives, such as discounts on future services or small rewards, for every new customer they refer to you. This method not only boosts your lead generation but also strengthens customer loyalty.

Sales Pitch

Your online sales pitch needs to be clear, compelling, and easily accessible on your website and social media profiles. Highlight what sets your roofing company apart, such as your experience, quality of materials, or unique services. Your goal is to convince potential customers why they should choose you over competitors.

Industry Events

Participate in industry events, both in-person and online, to increase your visibility. These events are great opportunities to network and showcase your expertise. You can also use your company website and social media to promote your attendance or sponsorship of such events, attracting attention and generating leads.

Company Website

Your company website is often the first point of contact with potential customers, so it’s essential to make a good impression. Ensure your website is professionally designed, easy to navigate, and mobile-friendly. Highlight your services, share customer testimonials, and make it easy for visitors to contact you or request a quote.

professional roofing website design - roofer online marketing

Social Media Presence

A strong social media presence can significantly boost your lead generation efforts. Use platforms like Facebook, Instagram, and LinkedIn to share engaging content, including photos of your completed projects, customer reviews, and tips on roof maintenance. Regularly interacting with your followers can also help build trust and encourage them to choose your services.

engaging roofing project on Instagram - roofer online marketing

By focusing on these strategies, you can create a robust online presence that attracts and converts leads. Consistency is key. Regularly update your content, engage with your audience, and refine your strategies based on what works best for your roofing business.

Next, we'll delve into effective social media marketing tactics specifically tailored for roofers, helping you further enhance your online visibility and lead generation efforts.

Effective Social Media Marketing for Roofers

In roofer online marketing, social media stands out as a powerful tool to connect with potential clients and showcase your work. Here's how you can harness the power of social media to boost your roofing business:

Photos and Videos

First and foremost, 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.

Hashtags and Mentions

Utilize hashtags to increase the visibility of your posts. Use a mix of popular roofing-related hashtags and local hashtags specific to your area. Mentioning suppliers or brands you work with can also increase your reach, as it encourages them to share your content with their followers.

User Interaction

Engage with your followers by responding to comments, messages, and reviews promptly. This interaction not only builds trust but also 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.


Social media is a great platform to share positive reviews and testimonials from satisfied customers. Sharing these reviews not only boosts your credibility but also encourages others to leave their feedback. Make it a habit to thank customers for their reviews, showing appreciation for their support.

Post Scheduling

Consistency is crucial in social media. Use scheduling tools to plan your posts ahead of time, ensuring a steady stream of content. The best times to post can vary depending on your audience, so experiment with different schedules to find what works best for you.


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.

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.

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.

By incorporating these strategies into your social media marketing plan, you can significantly enhance your online presence, engage with your community, and generate more leads for your roofing business. The key to success in roofer online marketing is not just to sell your services but to build relationships and establish trust with your audience.

Networking and Partnership Strategies for Roofers

In roofer online marketing, your network can be your net worth. Let's dive into how you can expand your digital footprint through smart networking and strategic partnerships.

Online Directories

Start with the basics. List your roofing business on online directories. But don't just list and forget. Make sure your business information is accurate and updated. This includes your business name, address, phone number, and services offered. Sites like Yelp, Angie's List, and the Better Business Bureau are great places to begin. Being present in these directories increases your visibility and helps potential customers find you easily.

Social Media Engagement

Social media isn't just for posting photos and videos. It's a powerful tool for engaging directly with your community and industry peers. Join local groups on Facebook or LinkedIn where people often ask for service recommendations. Be active, provide value, and answer questions related to roofing. This approach not only showcases your expertise but also builds trust with potential customers. Every comment and interaction is a reflection of your brand.

Partnering with Local Businesses

Forming partnerships with local businesses can be a game-changer. Think about businesses that share your customer base but aren't direct competitors. This could be home improvement stores, real estate agencies, or even local hardware stores. You can agree to refer customers to each other or even collaborate on marketing efforts. For example, hosting a joint event or workshop on home maintenance tips can attract a wider audience and generate leads for both businesses.

Establishing Expertise

Position yourself as an expert in the roofing industry. How? Start a blog on your website where you share insights about roofing trends, maintenance tips, or case studies of your completed projects. You can also offer to write guest posts for local community websites or industry-related blogs. Participating in local workshops or speaking at industry events can also elevate your status as an expert. When people see you as an authority, they're more likely to trust you with their roofing needs.

By implementing these networking and partnership strategies, you're not just selling roofing services; you're building a community around your brand. This approach leads to stronger relationships, enhanced trust, and, ultimately, more business for your roofing company. Your online presence and how you engage with your community can set you apart from the competition.

Next, let's explore how mastering SEO and PPC can further boost your visibility and ensure your roofing business ranks high in search results.

SEO and PPC for Roofers

In roofer online marketing, two key strategies stand out for their ability to significantly enhance your online presence: Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. By understanding and implementing these strategies, roofing companies can attract more website traffic, generate leads, and ultimately, win more business.

SEO Basics

At its core, SEO is about making your roofing company's website more visible on search engines like Google. This means when someone types in "roofing services near me" or "best roofer in [Your City]," your website appears as one of the top results. SEO is a long-term strategy that involves optimizing your website's structure and content to be more attractive to search engines.

Keyword Research

The foundation of a successful SEO strategy is keyword research. This involves identifying the terms and phrases your potential customers are using to find services like yours. Tools like Google's Keyword Planner can help you discover keywords related to roofing services, such as "emergency roof repair" or "residential roofing contractor." Focusing on long-tail keywords, which are longer and more specific phrases, can attract more qualified leads to your site.

On-Page Optimization

Once you've identified your target keywords, it's time to optimize your website's pages with those terms. On-page optimization includes incorporating keywords into your page titles, headings, meta descriptions, and content. It's also about ensuring your website is user-friendly, with fast loading times and mobile compatibility, to improve the overall user experience.

Google Ads

For immediate visibility, Google Ads offers a powerful PPC advertising platform that allows roofing companies to place ads at the top of search results for specific keywords. This means you can essentially "jump the queue" and get your website in front of potential customers right when they're searching for roofing services. The key here is to craft compelling ad copy and choose the right keywords to ensure your ads are seen by the right people.

PPC Campaigns

Besides Google Ads, there are other PPC campaigns you can leverage, including social media ads on platforms like Facebook and Instagram. These platforms offer advanced targeting options to reach specific demographics, locations, and even interests, making your ads more relevant to your audience. The goal of PPC is to drive targeted traffic to your website or landing page, where you can convert visitors into leads and customers.

Local SEO

For roofing companies, local SEO is particularly important. This involves optimizing your website to appear in local search results and on Google Maps. This means claiming your Google My Business listing, getting listed in local directories, and ensuring your NAP (Name, Address, Phone number) information is consistent across the web. Local SEO helps you connect with people in your community who are looking for roofing services.

Google Maps Ranking

Improving your Google Maps ranking is another critical aspect of local SEO. This involves optimizing your Google My Business profile with accurate information, encouraging satisfied customers to leave positive reviews, and posting regular updates or offers. A higher ranking on Google Maps not only boosts your visibility but also establishes your credibility and trustworthiness in the eyes of potential customers.

By mastering SEO and PPC strategies, roofing companies can significantly enhance their online presence, attract more website traffic, and generate more leads. The digital landscape is always evolving, so it's important to stay updated with the latest trends and best practices in roofer online marketing. With patience, persistence, and the right approach, your roofing business can achieve remarkable results online.

Next, we'll delve into the power of leveraging reviews and email marketing to further solidify your online presence and engage with your audience.

Leveraging Reviews and Email Marketing

In roofer online marketing, two tools stand out for their ability to build trust and nurture customer relationships: online reviews and email marketing. Let's break down how you can use these tools effectively to boost your roofing business.

Online Reviews

Imagine a neighbor recommends a roofer. You'd likely trust this more than an ad, right? Online reviews work similarly, but on a larger scale. Here’s how to make them work for you:

  • Ask Happy Customers: After a job well done, encourage satisfied clients to leave a review. A simple request can go a long way.
  • Respond to All Reviews: Whether good or bad, respond to reviews. This shows you value feedback and care about customer service.
  • Showcase Reviews: Feature positive reviews on your website and social media. It’s like telling potential customers, "Look how great we are!"

Reputation Management

Your online reputation can be your roofing company's best asset or its biggest liability. Here's how to keep it shining:

  • Monitor Mentions: Use tools to alert you when your business is mentioned online. This way, you can address any issues or thank customers promptly.
  • Address Issues Quickly: If a negative review pops up, tackle it head-on. Offer to make things right. This can turn a negative into a positive.

Email List Building

Building an email list is like gathering a crowd of interested people who want to hear from you. Here’s how to grow yours:

  • Offer Value: Give people a reason to sign up. This could be a discount, a free roofing maintenance guide, or insider tips.
  • Easy Sign-Up: Make it easy to subscribe. A sign-up form on your website or a quick link in your social media bio can do the trick.


Sending regular newsletters keeps your roofing company top of mind. Here's how to craft ones that get read:

  • Be Helpful: Share roofing tips, news, and special offers. It’s not just about selling; it’s about being useful to your subscribers.
  • Personalize: Use the subscriber's name and tailor content to their interests. It makes a big difference in engagement.

Promotional Emails

When you have a special offer or a new service, promotional emails can alert your list. Here’s how to make them effective:

  • Clear Call to Action: Tell readers exactly what you want them to do. Book now? Get a free quote? Make it clear and easy.
  • Create Urgency: Limited-time offers can encourage quick action. Just make sure the deal is genuinely valuable.

By leveraging online reviews and email marketing, you can build trust, showcase your expertise, and keep your roofing business in the minds of potential customers. These tools are powerful, but remember, the key is consistency and genuine engagement. Start small, keep it authentic, and your efforts will pay off in building a strong, loyal customer base.

Remember that digital marketing is an evolving field. Staying informed and adaptable is crucial for success in roofer online marketing.


In the dynamic world of roofer online marketing, the importance of a robust digital presence cannot be overstated. As we've explored, the journey from a simple online search to becoming a loyal customer involves several crucial steps, each requiring attention to detail and a strategic approach. Whether it's through engaging social media content, a well-optimized website, or targeted advertising, every action you take online serves the larger goal of growing your roofing business in a competitive digital landscape.

Digital marketing is no longer just an option for roofing companies; it's a necessity. The digital realm is where your customers live, learn, and make their buying decisions. It's where they go to find solutions to their problems – and you want your roofing company to be the solution they find. The beauty of digital marketing lies in its ability to level the playing field, allowing smaller businesses to compete with larger ones through smart strategies, creativity, and a deep understanding of their target audience.

Enter Riverbase Cloud, your partner in navigating the complexities of online marketing. Our unique offering stands out in the crowded marketplace for several reasons:

  • Expertise in the Roofing Industry: We understand the ins and outs of the roofing business, which allows us to tailor our strategies to meet your specific needs and challenges.

  • Advanced Analytics & Tracking: With Riverbase Cloud, you're not just throwing strategies at the wall to see what sticks. Our advanced analytics and tracking tools allow you to see exactly what's working and what's not, enabling continuous improvement and optimization of your marketing efforts.

  • Custom Strategies: We don't believe in one-size-fits-all solutions. Our approach is to create custom strategies that align with your business goals, target audience, and budget.

  • Client-Focused Service: Our success is measured by your success. We pride ourselves on building strong, lasting relationships with our clients, based on trust, transparency, and measurable results.

Digital Marketing for Roofers - roofer online marketing

In conclusion, the journey to enhancing your online presence and generating more leads is ongoing. It requires patience, persistence, and a willingness to adapt to the ever-changing digital landscape. With the right partner, like Riverbase Cloud, you can navigate this journey confidently, knowing that every step you take is bringing you closer to achieving your business goals.

In roofer online marketing, staying ahead of the curve isn't just an advantage – it's a necessity. Let's embark on this journey together and transform your online presence into your most powerful asset.

Ready to elevate your roofing company's digital marketing? Get Started with Riverbase Cloud

By embracing the power of digital marketing and partnering with experts who understand your industry, you're not just investing in marketing; you're investing in the future of your business.