A recent study by Search Engine Journal found that organic traffic is still the best way to go for roofing companies. The report showed that while paid traffic can be more effective in the short term, it’s not as sustainable in the long run. When compared to businesses in other industries, roofing companies saw a more significant drop in website visits once their paid campaigns ended.
So, what does this all mean for your roofing company? If you’re looking to drive sustainable traffic to your website, organic search is still the way to go. Of course, that doesn’t mean you should abandon paid advertising altogether. Instead, focus on creating a well-rounded digital marketing strategy that includes paid and organic tactics.
Not sure where to start? Check our roofing SEO guide for tips on improving your organic search visibility. And, if you’re ready to start running paid ads, we’ve got a few tips for you too.
Paid Traffic Tactics for Roofing Companies
1. Target the Right Keywords
When it comes to paid search, the keywords you target are everything. If you’re not targeting the right keywords, you will not get in front of your ideal customers. And when it comes to roofing companies, there are a few key things to remember when choosing keywords.
First, think about the type of roofing services you offer. Are you a residential roofing company? Or do you specialize in commercial roofing? Make sure to target keywords that reflect the services you offer.
Second, think about the location of your business. Are you a local roofing company? Or do you serve customers nationwide? Make sure to target keywords that reflect the area of your business.
Finally, think about the stage of the buyer’s journey your ideal customers are in. Are they just starting their research? Or are they ready to hire a roofing contractor? Make sure to target keywords that reflect where your customers are in their journey.
2. Create Compelling Ads
Once you’ve targeted the right keywords, creating your ads is time. And when it comes to creating effective ads, there are a few things to keep in mind.
First, ensure your ad is relevant to your target keyword. Your ad should reflect the services you offer and the location of your business.
Second, make sure your ad is clear and concise. You want to ensure your ad can be easily understood by anyone who sees it.
And finally, make sure your ad includes a call-to-action. Your call-to-action should encourage your customers to take the next step in their journey.
3. Optimize Your Landing Page
Once you’ve created your ad, it’s time to send your customers to a landing page. And when creating an effective landing page, there are a few things to remember.
First, ensure your landing page is relevant to your target keyword. Your landing page should reflect the services you offer and the location of your business.
Second, make sure your landing page is clear and concise. You want to ensure your landing page can be easily understood by anyone who sees it.
And finally, make sure your landing page includes a call-to-action. Your call-to-action should encourage your customers to take the next step in their journey.
Organic Traffic Tactics for Roofing Companies
1. Optimize Your Website for SEO
If you want to drive sustainable traffic to your website, you need to optimize your site for SEO. And when it comes to optimizing your site for SEO, there are a few things to keep in mind.
First, make sure your website is mobile-friendly. More and more people are using their smartphones to search for roofing contractors. So, you must ensure your site can be easily viewed on a mobile device.
Second, make sure your website is fast and responsive. You want to ensure your site loads quickly and that your customers can easily navigate your site.
And finally, make sure your website is informative and relevant. You want to ensure your site provides value to your customers and is up-to-date with the latest industry news.
2. Publish High-Quality Content
In addition to optimizing your website for SEO, you must publish high-quality content. Regarding roofing companies, there are a few things to remember when creating content.
First, think about the type of roofing services you offer. Are you a residential roofing company? Or do you specialize in commercial roofing? Make sure to create content that reflects the services you offer.
Second, think about the location of your business. Are you a local roofing company? Or do you serve customers nationwide? Make sure to create content that reflects the area of your business.
And finally, think about the stage of the buyer’s journey your ideal customers are in. Are they just starting their research? Or are they ready to hire a roofing contractor? Make sure to create content that reflects where your customers are in their journey.
3. Build High-Quality Backlinks
In addition to optimizing your website for SEO and publishing high-quality content, you also need to build high-quality backlinks. Backlinks are links from other websites to your website.
And when it comes to roofing companies, there are a few things to keep in mind when building backlinks.
First, ensure the websites you’re linking to are relevant to your business. The websites you link to should be related to roofing or home improvement.
Second, make sure the websites you’re linking to are high-quality. The websites you link to should be well-designed and informative.
And finally, make sure the websites you’re linking to are authoritative. The websites you link to should be trusted by Google and have a high Domain Authority score.
4. Manage Your Online Reviews
In addition to optimizing your website for SEO, publishing high-quality content, and building high-quality backlinks, you also need to manage your online reviews. Online reviews are a key ranking factor for local businesses.
And when it comes to roofing companies, there are a few things to remember when managing your online reviews.
First, make sure you’re actively collecting reviews. You should ask your customers to leave a review after using your services.
Second, make sure you’re responding to all of your reviews. You should thank your customers for their positive reviews and address any negative feedback.
And finally, make sure you’re monitoring your online reputation. You should regularly check sites like Google and Yelp to see what people say about your business.
5. Run Paid Advertising Campaigns
In addition to optimizing your website for SEO, publishing high-quality content, building high-quality backlinks, and managing your online reviews, you also need to run paid advertising campaigns. Paid advertising is a great way to drive traffic to your website and generate leads for your business.
And when it comes to roofing companies, there are a few things to remember when running paid advertising campaigns.
First, make sure you’re targeting the right keywords. You should target keywords relevant to your business and have a high search volume.
Second, make sure you’re targeting the right audience. You should be targeting homeowners in your city or state who are likely in need of roofing services.
And finally, make sure you’re setting a budget for your campaigns. You should be spending enough to get in front of your target audience, but not so much that you’re breaking the bank.
So what’s the verdict? Roofing companies should build their organic search engine rankings through keyword optimization and high-quality content. This will result in more qualified leads and higher ROI in the long run. Paid traffic can be a great way to supplement your tips but shouldn’t be your sole focus. Make sure you’re monitoring your online reputation and responding to reviews regularly. These are all critical factors in ranking well for roofing companies.
