Roofing Marketing and Roofing Leads

I've written this roofing marketing and roofing leads guide so that you can (1) attempt roofing marketing on your own, (2) hold your current roofing marketing agency accountable, or (3) build trust with you so that you consider us as your new and last roofing marketing agency.

You can also watch the full breakdown of an initial roofing marketing audit on the video below.

Enjoy!

Step 1: The Roofing Marketing Audit & Gameplan

How much roofing revenue is in your market?



By conducting SEO keyword research you will find the total volume of shingle roofing, tile roofing, metal roofing, roofing repairs, and roofing replacement related jobs in your service area. The difficulty will tell you how hard it is to get the top 3 rankings and actually get calls. The average sale price will be used to multiple the number of searches to find the potential revenues for that specific keyword phrase / roofing job per month.

Roofing Keywords

Now you'll take these 75 keywords, take out the ones you don't provide, find the data and sort them based on which roofing seo keywords you can realistically gain in 3-6 months and label them "short-term" so you target them now. Then ones you have to work for but will take longer label them as "long-term."

Find the most successful Roofing companies in your area



Looking at Google Map Rankings:

Next, head over to Google and search each keyword mentioned above, noting the competitors that appear in the top 3 spots on Google Maps. Why is this important? The top 3 companies featured in Google's Map Pack receive 126% more traffic (clicks and calls) compared to those ranked 4-10. Why is that? Because all the essential information a local customer needs is conveniently displayed: the number of reviews, average rating, their address, a brief overview, and contact details.

Google Business Profile Audit

While reviewing the competitor's Google Business Profiles (see image above), you will want to click the specific profile to investigate what the competitor is telling Google and local gutter customers:

Now you're going to record what these businesses are telling Google and local customers and do exactly what they are doing but tweak a little bit of the content to fit your company's branding. So record:

• primary category
• secondary categories
• all services they list
• all products they list
• write down their business descriptions

To get into the top 3 on Google Maps based on the 3 roofing companies at the top you're going to need to at least 90 reviews and a solid 4.8 Google Rating of those reviews to not just get there but to remain there. Can you show up in the top three with less reviews and more consistentcy of reviews? Yes, but Google will send you back down once you go a week or two without reviews. That's how the game is played. The company with the most reviews, the oldest reviews, the highest rating, and the most consistentcy... if you get all four you are near untouchable.

What category and services should I list in my Roof Google Business Profile?

It’s not rocket science, but it does require some effort. You’ll want to gather and compile all the services offered by your main competitors found online. Next, organize them into a spreadsheet, eliminate any duplicates, and ensure that your Gutter Google Business Profile mirrors these services along with the appropriate primary and secondary categories. There’s no need to start from scratch; simply emulate what the market leaders are doing, then enhance your offerings to secure more consistent reviews and expand your business.

Competitor Reviews will tell you what to write online

Now go into the Reviews section and find out the problems or complaints of these other roofing companies. Find out what people like about them and take notes on everything. Getting reviews are hard enough, so if someone took the time to leave a review, it's important. You want to use your "guarantees" and "mission statements" to mirror the positives, and push your marketing "headers" as the things you do that they got bad reviews in.

I told you this roofing marketing plan was awesome, but it is time consuming.

If you want us to do it for you, just complete our form!

Step 2:  Roofing Website

Before you update your Google Business Profile you must optimize or build your first roofing website. Why? Your rankings in Google Maps, your paid traffic from Google or Yelp or Facebook will be worthless without an optimized roofing website. People are not just looking at your Google Profile and reviews, they are looking at your website and seeing if you are the real deal. Do have a reputable website or did you just open shop 3 days ago.

Home Page Structure of a Roofing Website

The homepage of a roofing website should be simple and fast. A great top picture (hero image) should showcase your company's people or a specific project you have completed. Next you will want to list and integrate Google reviews right under it. This way people see proof of your roofing expertise and that button to "leave a google review" is an easy way to get more reviews. From there you'll want to give a short intro paragraph or better yet a short video on the history of your company with a button to "learn more" that links to your About page. Next you'll want your core services for residential in one section, then another section for commercial services. Each with 1-3 lines and a clickable button to that page. The last two sections on the page are 3 blogs with clickable links, and then a contact form with an embedded map of your location.

Roofing Website Service Pages

Every single roofing service you provide should have it's own dedicated page; shingle roofing, flat roofing, tile roofing, metal roofing, metal siding, wood siding, commercial roofing, and others. Each page is focused to rank in your primary city of business. Make sure you use unique photos whenever possible. If you have to start with stock photos, just swap out custom photos after completed jobs.

Roofing Gallery Pages

Possibly the 2nd most important page is the "our work" or "roofing 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 roofing service provided and the location.

City Landing page

Don't get scammed by agencies charging you per page and then creating one city page for each service. You only need a city landing page with all roofing services and brief descriptions with links to those service pages we already created. This page is meant to service as a secondary "home page."

Here's an example: If you service 30 cities, you should have 30 city landing pages. Designers and Agencies will persuade you into building 4 service pages per city you service... that's 120 service/city pages! Google knows this is spam, and half the time they are building a page to rank for "portland tile roofing" when there's only 5 people searching a month for that keyword. It's easier to build an amazing service page like stated above and have a landing page for one city that ranks for the biggest keyword.

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.

Roofing Blogs

Every roofing website on the planet should have at least 3 roofing blogs. The 3 blog minimum is required for Facebook ads, just an FYI. Every blog you write must be focused on the territory you represent. Start by blogging about topics like these:

• 5 Signs Your Boise Home Needs a Roof Replacement
• The Best Roofing Materials for Boise's Climate
• How Boise's Weather Affects Your Roof – And What You Can Do About It
• Why Regular Roof Inspections Are Critical for Boise Homeowners
• The Ultimate Guide to Choosing a Roofing Contractor in Boise

Hosting, Security, Compliance, and Maintenance

If your website lacks "https," that's a problem. A "not secure" warning indicates you don’t possess a valid SSL Certificate, which is even more serious. Our agency will handle the building, writing, design, hosting, and security of your website. Additionally, we'll implement an ADA/WCAG compliance widget to ensure accessibility for individuals with disabilities. Why is this important? They deserve access just like anyone else, and failure to provide it could lead to legal action. Plus, ADA/WCAG compliance can potentially be a tax write-off!

On-Page SEO Optimization for your Roofing Website

Every photo or video on your website should be compressed to speed up page load times. Large files take longer to load, which can cause visitors to lose interest quickly. Since humans have an attention span of just 8 seconds and most websites take 3-5 seconds to load, it’s crucial to make your pages as fast as possible. A faster-loading website keeps visitors engaged longer, boosting conversion rates for your gutter services. Plus, quicker load times reduce bounce rates and help improve your Google rankings, bringing in more traffic and more gutter leads.

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

Step 3: Optimize Profiles

Once your website is live and running, it's time to start optimizing every possible online profile you have and creating more.

Google Business Profile

Following all the information you researched above you should update or create your Google Business Profile. You'll want to create products for each type of roofing service for every major city, i.e. "Seattle Shingle Roofing" and then link that product to your Seattle Roofing Services website page.

Using Local SEO Software

We use SemRush to update and manage all your online profiles, ensuring that local directories and websites have your most up-to-date business information. Consistent NAP (Name, Address, Phone) details are crucial for branding and SEO. By keeping your listings accurate and linked to your website and Google Business profile, you can boost your rankings on Google Maps and improve your website's visibility, often in as little as 30 days.

For example, if you were Gorman Roofing Services, we might find 24 listings needing repairs and 18-25 are missing. Within 30-90 days this company (or yours) could see a solid 200% increase to local visibility with these changes.

Step 4: Social Media and Content Gameplan

Each Platform needs content but has different audiences

Here's a step by step for social media content but remember that this is part of our monthly roofing marketing service. Social Media, Google, Website, Maps, it's all inter-related and you need to be doing every type of marketing to grow your territory faster than your competitors.

Every time you perform a roofing job for a customer, take pictures and send them to us. We'll optimize the images and then post them to all social media platforms in a single push of a button but with each platform's content tweaked to fit the type of audience it represents.

Roofing Google Updates

You’ve already gathered competitor insights as a baseline—now it’s time to take action. Start capturing before, during, and after photos of your roofing projects and send them to our digital marketing agency for Google Updates. We’ll create a showcase of each project, detailing what was done, where it was, and applying SEO hashtags (the keywords we identified earlier) along with click-to-call and website links.

Why It Matters: Google, like any platform, values fresh, relevant content. Avoid spamming; focus on providing real, useful updates that resonate with your local audience and service area.

Roofing Google Offers

Once a quarter, run a small discount on a key service or package, like roofing and gutter installations, or annual roof maintenance. Offer a 10% discount for 30 days. Google favors promotions like discounts and sales, helping to boost your visibility and get your local roofing services in front of more potential customers.

Warning: Avoid offering referral discounts in promotions, as this can trigger spam or violate Google's policies.

Facebook for Roofing Services

Start sharing success stories from your roofing projects. Include the city, upload project photos, and use relevant hashtags. Facebook dislikes spam or misleading claims, so keep your posts focused on genuine results without exaggerated promises or questionable pricing—those tactics should be reserved for paid ads.

Why It Matters: Transparency builds trust, which leads to repeat business. Satisfied customers who feel they received honest service are more likely to refer your roofing services to others.

LinkedIn Posting

Use LinkedIn to focus on B2B networking—think commercial roofing projects, partnerships, and referrals. Sharing your success stories here will get you noticed, but don’t expect a flood of leads. Instead, the leads you do attract will be higher-value, bringing in bigger deals and increased revenue for your roofing company.

Step 5: paid advertising

Only after you have an SEO-optimized website and all your online roofing profiles are optimized should you consider paid ads. Now when they click to your roofing website your roofing Google Ads or roofing Yelp Ads will now convert and you won't waste your paid ads budget.

FREE Paid Ads for 3 Months

At Talents Into Profits, we cover the first 3 months of paid advertising to ensure success before you take on the budget. This allows us to track clicks and ensure your roofing leads are increasing monthly. While organic leads from local SEO take time to build up to 50+ a month, launching paid ads immediately after your profiles and website are ready guarantees a 30-45 day ROI. The ad spend depends on your marketing package, but with just $200 to $500 per month, we typically generate a 20-50x ROI on paid advertising for roofing services.

Google Ads for Roofing Companies?

When running Google Ads—whether Smart or CPC ads—focus on precise keywords. Choose the top 10 keywords with high search volume and low competition to keep your cost per click (CPC) between $1 - $5. For the best results, run your campaign on a specific service like tile roofing rather than multiple services at once. This ensures all your ad spend goes toward a targeted service, lowering your CPC and allowing your budget to stretch over 30-90 days. With a spend of $200 - $500 per month, you’ll maximize your ad efficiency and reach more local clients for tile roofing.

Yelp Advertising for Roofing Companies?

We are a Yelp Gold Partner, and while Yelp ads can work for some roofing companies, they can be hit or miss. Yelp tends to attract more price-focused shoppers and bid requests compared to other platforms. You’ll get a high volume of calls and messages, but the pricing mentality may not always align with higher-end services. Here's how to optimize your Yelp ads for roofing:

• Set a minimum budget of $500, but aim for $1,500 per month for full features.
• Upload numerous photos, use SEO alt-tags, and write detailed descriptions.
• Create a custom design image for each of Yelp’s four portfolios:

1. Tile Roofing
2. Shingle Roofing
3. Metal Roofing
4. Roof Repairs

• These align with high-volume keywords.
• Prioritize expertise and guarantees over pricing features to attract quality leads, not bargain hunters.
• Pay extra to remove competitor ads from your ad and profile.
• Use a strong call to action like "Get a FREE Phone Estimate" to encourage calls, as messaging often leads to bid comparisons.
• Target your geographic area by focusing only on specific cities where you want to work. Don’t spread your budget too thin—dominate one market at a time rather than spreading across multiple cities based on Yelp's "audience meter."

This strategy helps you maximize return on investment and reach the right clients for your roofing business.

Facebook Advertising for Roofers?

Tecta America Corp. is a giant and they dominate the paid gutter scene on Facebook as they don't always change the local roofing company's name they just bought! So the only time I suggest Facebook paid ads is if they are not in your area, you already have a following on Facebook with online reviews, and you are truly charismatic. Why? Because we're going to do roofing video based paid ads. We're going to make them fun and entertaining and people will buy into you, not a gutter services. Lastly, Facebook's paid platform is also not as friendly or easy to manipulate as Google or Yelp. Overall, Facebook Ads are ranked #3 on our list for places to advertise.

NextDoor Advertising?

We've never seen a truly successful NextDoor paid advertising campaign. The company is simply too young and their dashboard is horrendous. However, having your profile active can be a way for local community homeowners to link to your page, so there's that...

Step 6: Reviews drive new customers

Without Google reviews you can rank to the top of Google Maps, period. There is nothing we can do or anyone else to get your there. Yelp reviews are different but quite similar in that without reviews you won't get calls or messages, but asking for reviews on Yelp will get you banned (de-platformed). We'll cover both of these platforms and then also tell you why Facebook reviews matter too!

Google Reviews

Use Your Website for more 5-Star Roofing Reviews

Your roofing website should be live and fully optimized as outlined earlier. Encourage customers to visit your site and click the “Leave a Review” button. This not only helps you gather valuable reviews but also boosts your SEO by driving branded traffic—when someone types your URL directly into the browser and goes straight to your website. It’s an efficient way to improve your rankings and reputation all at once. Two birds, one stone.

Use QR Business Cards for Quick 5-star Google Reviews

Every one of our roofing clients receives business cards with a QR code on the back, allowing customers to quickly scan and be redirected to your Google 5-star review page. This process is simple and highly effective—each positive review is worth approximately $10,000 in marketing value. Why? A great review can generate 5 or more roofing inquiries, and if you close 20% of those, that’s at least one roofing project. With the average roof repair or installation ranging between $10,000 and $20,000, one review can lead to significant revenue growth for your business.

Respond to Reviews within 24 hours

Your Google Business Profile and map rankings improve with every review, but there’s an extra boost when you respond to each review within 24 hours. If you miss that 24-hour window, the boost resets, and you’ll need another 20-30 reviews to regain it. That’s why it’s critical to reply to every review promptly. This is a key part of the monthly marketing service we provide to roofing companies, ensuring your rankings stay high and your business remains visible to potential clients.

Never Respond Negatively to Negative Reviews

Jane Doe Wrote: XYZ Roofing did a good job, but they were a bit pricey. 4 out of 5 stars.

Never immediately respond to a less-than-perfect review. Instead, call the client and offer a FREE 3-month roof inspection. During the visit, you can discuss their experience and kindly ask if they’d consider updating their review from a 4 to a 5. After your phone call, post this response:

Company Response:
Hi Jane, we were honored to assist you with your roofing project, and we sincerely appreciate your time in leaving us a review. We're also glad we could follow up with you, and we're excited for the FREE 3-month inspection. Let us know if there's anything else we can help with before then!



At the 3-month follow-up, kindly remind her about the review and ask if she would consider adjusting it from a 4 to a 5.

Yelp Reviews

The key rule with Yelp reviews: never ask for them directly, or your profile could be removed if reported. We make this clear from Day 1 of our marketing services.

When it comes to responding to reviews—both positive and negative—follow the same guidelines as you would for Google reviews.

Facebook Reviews

Did you know that Facebook reviews can give a small boost to your Google Business Profile ranking when your accounts are linked? It’s true! So stop focusing on followers, and get your friends and family and past clients to give you a review on your facebook page.

Client Coaching

We train roofing companies to ask for reviews at key points: after the job, and at 30 and 60 days. It’s crucial to gauge whether a customer is ready to give a 5-star review immediately or if it’s better to let them experience your work for a few months before asking. This approach maximizes positive reviews and strengthens your reputation.

Step 7: Physical Marketing Must haves

From yard signs to flyers, yes, just like real estate, you need handouts and stand-ups. Let's go over the must have physical marketing every roofing  company needs to have.

Roofing Business Cards

Customized gutter business cards need to have not just your name on it, but stand out in the crowd and match your brand. You should also have that handy QR code on it as stated above. We build these cards out in less than 24 hours for $100 a package.

Branded Roofing Yard Signs

Get customers to allow you to place your company sign in their yard for the duration of the installation, and even offer a small discount to leave it there for a week. Since they only cost a few bucks, they can throw it away at anytime.

Roofing Neighborhood Handouts

You want homeowners, HOAs, and businesses that are alike, that have the same money and personalities, so the sales and installation process is easy to repeat. When you're done knock on a few doors, greet them and hand a flyer that we create that says, "just helped your neighbors" and has info on it to contact them for gutter services down the road. Yes, door knocking still works.

Vehicle Wraps

Your company fleet can be seen everywhere; while your parked in front of a home, at your home, on the freeway. Don't settle for a magnet on a door. Full invest in branding and get a vehicle wrap.

Mock Roofing Materials

You never know when someone might need a new roof or big repair, you always need to have samples of your roofing in your company truck.

Unconventional Roofing Advertising

Sponsorship to Hobby Based Businesses

When you target higher-income businesses for paid ads or endorsements, you gain access to their affluent members. We recommend golf courses, shooting ranges, and sports clubs, where people can afford a new roofing system without haggling over price.

Home Improvement Referral Networks

Build relationships with 2-3 roofers, HVAC, plumbing, and construction contractors. While they may take a percentage, you’ll fill your schedule with projects and be more selective in what you take on. Feature these partnerships on your website to boost SEO and show your community—and Google—that you're dedicated to helping homeowners.

Key Takeaways and Next Steps

You’ve just explored the most comprehensive roofing marketing plan—covering competitor research, market analysis, website optimization, SEO, Google Business Profile, Google Maps, paid ads, social media, and more. We hope this helps grow your company.



If it feels overwhelming and you’d prefer a team to handle it for you, contact us today for a FREE marketing audit. We’ll ensure we can help grow your business within the next 90 days.