Is your roofing website optimized for the wrong things?

The focus of most roofing contractor websites are on the solutions they provide – re-roofing, new construction and repairs, as well as the various types of systems and brands they install. Many of these websites are optimized well for search engines, but is that really what homeowners, building owners, and property & facilities managers are looking for when they search on Google?

Think about how you search for answers to various questions online. Likely you search using words that describe the problem - not the answer. After all, if you knew the answer you wouldn’t have to search for it.

We go through five stages to solve a problem:

• Stage 1: I don’t know there’s a problem.
• Stage 2: I know there is a problem, but I don’t know what the solution is.
• Stage 3: I know there is a problem, and I know what the solution is.
• Stage 4: I know there is a problem, and I’m ready to implement the solution.
• Stage 5: I have solved the problem.

If you optimize your roofing company's marketing for Stage 1, you are trying to create awareness of a problem in which you have a solution for. The problem is that there is no pain to address – you have to create it out of fear or speculation (Do you have a roof leak? Was your roof affected by the latest hail storm? Is it time for a new roof? etc.).

Optimizing your roofing company's marketing for Stage 2 is the sweet spot: your potential customer has a problem and no decided solution.

When you optimize roofing company's marketing for Stage 3, you are competing on all the factors that diminish your profits or make you lose jobs to your competitors. The customer is actively collecting bids and you now have to beat the price, value, and conveniences they have already been promised.

To market your roofing company based on Stages 4 and 5 is to fight the customer. You are fighting a decision that has already been made, and you now have to convince them that their decision was the wrong one. It can be done, but ultimately you have to create dissatisfaction with their original decision. The only time you will win bids this way is when the competition completely screws up or is trying to rip off the customer.

Your challenge is to identify what customers issues are when they are in Stage 2 and re-optimize your marketing around the questions they type into search engines when looking for the answer. This includes rewriting your website and blog content to focus around the problems people would be searching for, rather than the solutions you offer. The results should be immediate and significant.

Look carefully at your marketing (both online and offline). Are you focusing on the solutions, or are you focusing on the customer’s problems? If you would like assistance with this, please email RoofPal@gmail.com.

SEO Periodic Table - How to get your roofing website to the top of Google search

I found this great infographic on what is actually important for search engine optimization (SEO) and how important each factor is, and wanted to share it with my friends in the roofing industry (contractors, manufacturers, suppliers, and distributors).

What is most important to getting your roofing website or blog to the top of Google search? Here is a list (in no particular order):

Content quality. All pages of your website need to be well written, and there must be a substantial amount of high quality original information.

Content research. You should do fairly extensive research on which keywords are the most used to search for the content you are sharing.

HTML titles. Make sure your HTML title tags contain keywords that are relevant to the content on the page.

Architecture crawl. Make sure search engines can easily "crawl", or scan for current information, all the pages on your website or blog.

Link quality. Make sure the links on your website or blog go to trusted, high-quality websites.

Link text. Don't use link to another page on your website or blog using the words "click here" (or something similar), highlight a good keyword or phrase that makes sense for the destination page and make that word or phrase become the linked text.

Trust/authority. Your website or blog will become a trusted authority as a result of lots of inbound links, many shares on social media, and other similar factors.

Physical proximity. The closer geographically you are to someone, the better.


Additionally, here are the second-tier items that will help get your roofing website or blog to the top of Google search:

Words and phrases. On each page, make sure you are using the words and phrases that you want it to be found for when someone does a Google search.

Engaging content. Use your website or blog's analytics to see not only how many page visits you get, but how long people spend looking at the page. Are they opening it and then clicking back or closing the window quickly after, or are they reading the whole page?

Fresh content. Are you producing new content and is it relevent to the "hot" search topics of your industry?

HTML description. Make sure your meta description tags accurately describe what the page is about.

Social reputation. Are people who are respected on social media sharing links to your website or blog?

History. The more someone visits your website or blog, and especially if they have "Liked" something on Facebook or shared on social media in any way, the higher other pages on your website or blog will begin to show up for them on search.


Last but not least, here are some additional items to consider that do have some impact on how your roofing website or blog will be found on Google search:

HTML headers. Make sure headlines and sub-headers use proper header tags with relevant keywords.

Page speed. The faster your page loads, the better.

URL format. The shorter a URL is, the better. Also, make sure the URL contains meaningful keywords to the topics of the webpage or blog post.

Number of links. The more external links that point to your website or blog, the better.

Social shares. The more people who share links to your webpage or blog post on social media, the better.

History. The longer your website or blog has existed, the better.

Social connections. The more those you are connected to on social media Like, comment on, re-Tweet, etc. posts containing links to your website or blog, the better.


Please also note the pink and orange sections at the bottom of the chart that discuss violations and blocking. These are some things you definitely do not want to be doing, as it will decrease your positioning in Google search.

If you have any questions about this blog post, please email me at Chris@RoofPal.com.