The Roofing Marketing Guide for more Leads

What You'll Learn:

• The basics of roofing marketing for a DIY approach.
• Roofing marketing KPIs to evaluate your current agency.
• What's effective in roofing marketing in 2025.
• How to plan, execute, and measure marketing results.

Roofing Market has Evolved

Relying solely on first-page rankings for roofing keywords is no longer enough. Omnichannel marketing—visibility across the internet—is essential. Local SEO is broader than Google Maps; it includes Bing, Facebook, LinkedIn, and YouTube. While Google still captures most traffic, leveraging multiple platforms generates more roofing leads through recommendations and shares.

Also crucial is your presence in online reviews, not just Google but also Yelp, Angi, and HomeAdvisor. Each positive review counts significantly toward attracting new customers.

Step 1: The Roofing Marketing Audit & Gameplan

SEO Keyword Research for Roofers

Understanding your local roofing market size starts with comprehensive SEO keyword research. Tools like Semrush streamline this process, making it faster than using Google Keyword Planner alone.

Table keys and PRO Tips:

• Volume/mo: Monthly search volume for roofing services in your area.
• Difficulty: 0-20 (1-6 months to rank), 21-50 (3-12 months), 51+ (1-2 years).
• CPC: Cost per click for paid roofing ads.
• Monthly roofing revenue estimate: Search volume multiplied by average roofing sale price.

Roofing Keywords Selection

Trying to track and perform content for all of these is impossible. So pick out 10-15 with the highest volume and a difficulty under 30 if you have a history of SEO and marketing, or under 20 if you're just getting started out. Remember the higher the difficulty the longer it will take and the more online reviews and traffic you'll need to rank and gain customers for that specific keyword list.

Step 2: Fix your Roofing Website

A bad roofing website will negatively impact both your website leads and your map rankings!

If your roofing website isn't generating $50k - $250k in potential residential and commercial customers, you're website is broken. You can fix it on your own, and we can do it for you in 10 days or less.

Roofing Website Homepage

Your roofing website homepage should be fast, simple, and fun!

Include:

• At the top have a great picture of your team working on a roof, or a collage of pictures.
• Clear header that states "#1 Roofing in ________ County."
• Immediately below add in your google reviews with a button to click to the review or leave a review.
• List your core residential services with a button to the service pages.
• List your core commercial services with a button it's pages.
• Then a very short 3-4 line intro about you and a button to your about page.

PRO TIP:  Never put your about me section before you put your online reviews. Have others speak for you!

Roofing Service Pages

Every single service you provide need it's own page.  This allows you to rank for each type of service faster.

City Landing page

Avoid SEO Scams: You do not need a page for every single city and one service, i.e. you have 15 cities and 8 services, you do not need 120 landing pages. Google sees this as spam.

• You need a single landing page for every city you service
• The page should have a title of the major keyword and city and state
• The page should have information about rainfall per year
• The page should have a brief description of each service you provide
• Each service description should have a link to the service landing page
• Pictures should be unique when possible
• Pictures should be alt tagged and compressed for loading page speed

Here's a possible navigational layout of your new website:

Gallery Pages

Possibly the 2nd most important page is the "our work" or "gutter gallery" page. Here you want to showcase not just pictures of completed projects, but pictures of your team at work, the dirty and clean pictures. In each picture you will want to write a description and SEO "alt-tag" it based on the type of gutter service provided and the location.

Privacy, Terms, and 404 Pages

Every website must have Policy, Privacy, Terms, and a 404 page. Without it, Google thinks you're avoiding compliance and don't have a reputable company. Your designer or agency should be able to build these 3-4 pages in a single hour.

Gutter Blogs

Blogging is largely dead in 2025, but you should have at least 6 blogs on your website. We always suggest seasonal warnings on repairs or complete roofing replacements. This way they spike in popularity during a time of the year without taking up dead space on your website sitemap.

Hosting, Security, Compliance, and Maintenance

If your website doesn't have "https" that's bad. If it says "not secure" that means you don't have a valid SSL Certificate and that's worse. An agency like ours will build, write, design, host, and secure your website. Lastly, put in an ADA/WCAG compliance widget so that people with disabilities can access your site. Why? They have homes too, and if you don't they can sue you. Plus, the ADA/WCAG can be a write off!

On-Page SEO Optimization for your Gutter Website

Every photo or video that is on your website should be "compressed." These are huge files and the bigger the file, the longer it takes to load your page. Humans have attention spans of 8 seconds, while the average website loads in 3-5 seconds. The faster your pages load, the more time a visitor has to digest your images and content, increasing your gutter website conversion rates. The less people bounce from your website and the faster loading page speed, the faster Google ranks that page leading to more traffic and more gutter leads.

I told you gutter marketing is time consuming... if you need a gutter website or marketing, contact us today.

What Will an SEO Optimized Gutter Website Cost?

Let's say you have 10 cities and you offer seamless gutters, gutter screens, gutter cleaning, and gutter and fascia repair. You would need all of the following:

1. Home Page
2. About Page
3. Residential Shingle Roofing
4. Residential Tile Roofing
5. Residential Metal Roofing
6. ADU RoofingCity
7. Commercial Shingle Roofing
8. Commercial Tile Roofing
9. Commercial Metal Roofing
10. Residential Repairs
11. Commercial Repairs
12. ADU Roofing Repairs
13. Gallery
14. Contact
15. 404 Redirect
16. Terms and Conditions
17. City 1
18. City 2
19. City 3
20. City 4
21. City 5
22. City 6
23. City 7
24. City 8
25. City 9
26. City 10

This means you need a 21 page website. Through our agency that would cost you...

$100 per page x 226 pages = $2,600

Annual Website Services = $500

Total: $3,100

Step 3: Google Business Profile Optimization

You now need to review and strategize how to beat your local competitors for those 10-15 keywords. To gain 125-300% online visibility and leads, you need to be in the top 3 of Google and Bing Maps like below.

Choose the Right Google Business Profile Category

You'll want to choose "Roofing Contractor" and then complete the license verification so that later you can be eligible for Google Local Service Ads (LSAs).

GBP Settings

Make sure you have listed the 20 closest and biggest cities to business' physical address. Then go through every last detail of your Google Business Profile. Answer every single question.

Full Complete your Roofing Services

• Under your GBP, click "services."
• Create a service for every service your #1 competitor has listed.
• Create simple and easy to read descriptions of each service.
• Upload custom photos of each service if possible.
• Link a service to a page if it is allowed by Google.

Additional Important Tasks:

• Upload any and all pictures to your Google Business Profile
• Begin posting, see advice below in the social media portion of this guide.

Step 4: Get More Online Roofing Reviews

The fastest way to get to the top 3 of Google and Bing Maps is to get a constant flow of 5-star reviews, but before you start asking for them, you need to research and prepare.

Roofing Online Reviews Research comes first

Search Google for each of your 10-15 keywords and record the competitor's:

• Number of online reviews total and their score.
• Frequency of them getting reviews.
• Language used by customers for positive reviews.
• Language used by bad reviews.

Together this tells you how many reviews you'll need to get to the top 3 and stay there. By examining the type of good and bad reviews you can identify how to sell/market yourself in comparison to them when talking estimates and they mention they have other roofers in mind too.

Example:  If you have 15 reviews, and the top 3 listed have 45-100+, you're going to need 45 or more to get to the top and stay there.  You cannot just try to get 3 per month, because it would take 10 months and the competitors will get reviews too. So aim for 10 or more a month. Take small jobs just boost your rankings, and once you're showing up, be more selective in your bigger jobs.

Example:  If you have 15 reviews, and the top 3 listed have 45-100+, you're going to need 45 or more to get to the top and stay there.  You cannot just try to get 3 per month, because it would take 10 months and the competitors will get reviews too. So aim for 10 or more a month. Take small jobs just boost your rankings, and once you're showing up, be more selective in your bigger jobs.

5-Star Review Links and QR Codes

• Put a QR code on your roofing business card that goes directly to your 5-star google review.
• List your online reviews right above your home page hero top section.
• Make sure your online reviews on your site have a button to click to leave a reviews.
• Any and all marketing flyers shouldn't go to your website, it should go to your reviews.
• The only caveat, is that if you don't have any reviews, you want to explain that to customers.

Asking for More Reviews

Walk the client around the home, show them before and after pictures, describe everything that occurred.  Then ask them the following questions to see if they would give you a 5-star review:

I'm just wondering ________________, how would you rate your overall experience with us. 5 being amazing, and 1 being poor.

• If they give you a 5, ask them to pull out their phone and scan your business card code to give a 5-star review.
• If they give you anything less, ask them if they can correct something now or in the future.
• Follow up in 1-2 months with a "check-up" call, and see if they would consider a 5-star review.
• Save your QR code "link" to your phone notes, and if appropriate text them the link.

PRO TIP:

Reviews with pictures from the reviewers hold more weight and where they publish the picture from (their home) can help ranking faster too. That's why getting them to do a review while onsite at their home is more profitable.

Responding to Roofing Reviews

You should respond to any and all reviews within 24 hours, but within 4-8 business hours has a slight boost in rankings and can make the reviewer feel more valued leading to new referrals from them.

Step 4: Optimize Profiles

Now it's time to boost your rankings and visibility by being seen and listed everywhere locally.

Add 40-70 new ways to be found

Your agency will likely use a Local SEO software, we use SemRush, to create and update/optimize 40-70 online profiles and social media so that every profile has the same descriptions, business information. This process known as NAP (name, address, phone number) is vital for Local Map rankings and overall visibility.

Step 5: Social Media for Roofers

Like the Maps Pack, you need to research your top 5 competitors for the 2-4 major social media platforms you want to dominate. Here's what we do and you should consider finding:

• How many followers do they have?
• How often do they post?
• What do they post about?
• Do they use videos, pictures, or both?

Posting to Social Media and Google Business Profile

Every single platform; Google, Facebook, Instagram, and LinkedIn, want to be used.

But they also hate spam.  DO NOT SPAM updates. Here's how to do it:

• Take a picture or video at the job site in the morning
• Take a picture or video at the job site when done.
• Send them to marketing.
• Get them to combine them, edit, and post online.
• Posts should be tagged for the city.
• Posts should talk about the city and type of work.
• Include the pictures or videos.

Each Platform is Unique

• Only post business hour updates, new services, new territories, or job site summaries.
• Facebook is about entertainment. Keep the videos and images coming, but go light on the content.
• LinkedIn is B2B and can get you a few commercial jobs. Keep the content more professional.
• Instagram is about images and hashtags only.
• YouTube is about realism, so create short videos and then upload them, but also combine for longer content.

Step 5: Roofing Paid Advertising Plan

There are many different platforms to do paid advertising for your roofing business, but here's the real truth.

Gutter Google Smart Campaigns

• They are super fast and cost effective.
• They promote your listed services on your profile.
• They show them in your service cities.
• Budget should be $250 - $500 per month to start.
• They run about $0.30 to $3.00 per click.
• Once you have a solid 50 or even 75 reviews, switch to CPC ads.

Roofing Google CPC Campaigns

• Look at those 10-15 keywords you chose as a focus.
• Now segment them into gutter installation vs gutter screens.
• Always run a single campaign for shingles, or metal roofing, or tile roofing.
• If your budget permits, create a campaign for each.
• This will lower your overall CPC and ad budget spend and increase ROI.
• Starting budget should be $500 or more.
• Keep them CPC costs at $7 - $15 per click.
• Give them option to call directly or visit a single landing page.
• The landing page on your website should have no top navigation. They get stuck, call, or bounce.
• Insert a google tag manager into the page for conversions.
• Monitor the keywords every day as Google likes to "add and optimize" but they put in crap keywords.

Roofing Yelp Ads

• We do not suggest Yelp unless you have years of reviews and ad spend history.
• The keywords you choose and the people don't always match.
• If you don't have the 50 or more reviews, it's a waste.
• If your competitors have a lot more reviews, they get the call.
• Searchers spam the inbox for instant quotes with no real connection.
• Those spam estimates are about 5:1 ratio of real-time calls.
• The upgrade costs to get your Ad above competitors is insane.
• If you have Yelp Ads we can make your CPC rates lower but google and facebook are better.

Roofing Facebook Ads



• More clicks but clicks are from curious locals not buyers.
• CPC is usually similar to Google, but lower than Yelp.
• Facebook Profile and Messenger need to be ready and you have to respond within 10-30 minutes.

Step 7: Physical Roofing Marketing Assets

Yes, your roofing company needs marketing designs and branding in the field.

Roofing Business Cards with QR Codes

Your roofing business cards shouldn’t just have your name—they should look professional and clearly match your brand. By putting a QR code that links to your website on one side, and another QR code linking to your Google reviews on the back, you're getting twice the value from every card you hand out.

Branded Roofing Yard Signs

Ask customers if you can put your branded sign in their yard during their roofing project. You could even offer a small discount if they leave the sign up for an extra week. Yard signs are cheap, effective, and easy—so customers won’t mind throwing them away when done.

Neighborhood Door Knockers

After finishing a roofing project, knock on the neighbors’ doors and introduce yourself. Leave them a custom door hanger showcasing the work you just finished. You can use slightly different flyers for other neighborhood canvassing too. Just tweak the originals, or let us handle it for you.

Vehicle Wraps

Your roofing trucks go everywhere—parked outside projects, in neighborhoods, or driving around town. Don’t settle for a small magnet on your door. Fully invest in your brand and turn your vehicle into a rolling billboard with a professional wrap.

Use Other Contractors

While other contractor referrals bite into your profits with their referral fees, it keeps you busy. So go ahead and build relationships with all of the following industries:

• Painters
• Landscapers
• Gutters
• General Contractors
• Local Home Builders
• Electricians

Each of them can see an issue with a deteriorating roof and refer you or even call you immediately. 

Key Takeaways and Next Steps

It’s not 2015 anymore—it’s 2025. If you want your roofing business to dominate your local market, you'll eventually need full-service marketing. Roofing SEO, professional websites, online reviews, branding, design, marketing materials, paid ads, and overall strategy—it can all get overwhelming.



When you're ready for professional help, make Talents Into Profits your first choice to level-up your roofing business.