You’re spending time in the field and getting your hands dirty—and it can be hard to see the point of your roofing website when so many clients learn about your business through word of mouth. But in today’s digital era, your website plays a critical role in your marketing efforts.
Why? Think of your website as the central hub for your business. It’s a digital storefront where people can learn more about your roofing company, take a deep dive into your services, and explore all of the credentials that make you the best roofer in town. Most importantly, it gives prospective customers the contact information they need to hire you for their next project.
What does that mean for your digital marketing strategy? Even if you’re driving a steady stream of leads with referrals, quality web content can help keep your appointment book full. And with so many roofing companies competing for the attention of local homeowners, you can’t afford to miss out on potential website leads.
So, what are you waiting for? Here’s everything you need to ignite your roofing website with conversion-worthy content so you can drive more leads and book more jobs.
Content creation might seem overwhelming, but it doesn’t have to be. Before you open up a Word document and start pouring out ideas for your next blog post, take a step back and think about your audience.
Who’s the target audience of your content? Are you writing for different segments? Just as most businesses have more than one buyer persona, your content marketing strategy can cater to multiple audience segments. And since 80 percent of customers prefer personalized website experiences, tailored website content can be an effective tool to guide leads to the next stage of the sales funnel.
Once you’ve identified your target audience, it’s time to leverage your customer data to determine their pain points. Your services should solve a problem your audience has, whether they’re dealing with unsightly shingles that ruin their home appeal or want better protection for their family. Now, it’s your job to show your audience exactly how you’ll solve their problem through website content.
If you already have a roofing website, there’s a good chance you already have some content. Whether they’re outdated blog posts or landing pages, it’s worth auditing your existing content before you publish anything new.
When it comes to content strategy, most companies start with static, text-based blog posts. But if you want to appeal to a broader audience, a content audit can help you identify your highest- and lowest-performing content. When you know what content resonates with your audience, you can start building out your content strategy based on data.
Make sure to identify any outdated posts during your audit, too. To keep your website fresh, set aside some time to refresh outdated posts. Here, you’ll want to update content with timely references and industry trends to keep every post relevant for your audience. At the end of the day, you want to position your roofing company as an industry expert—and that means becoming the go-to source for local homeowners searching for roofing information.
Whether you’re been writing blog posts for years or just starting out with website content, roofing content can get repetitive—fast. But when potential leads are visiting your website for roofing tips, they don’t want to read the same boring content over and over again. So, what’s the solution?
After running your content audit and refreshing old content, think about new industry trends. Is there anything your customers should know about? Maybe you found new data on the lifespan of asphalt shingles, or you’re offering new metal roofing options for residential customers. Most local homeowners aren’t keeping up with the latest roofing trends. Instead, they’re relying on your website to guide them in the right direction.
To find ideas for new website content, take another look at your buyer personas and think about your customers’ search habits. When they’re looking for a local roofing company, what do they search online? Are they comparing different roofing materials? Are they searching for affordable options? How can you give local homeowners the information they need to find the answers they’re looking for?
At this stage, jot down every question you can think of. If you need some inspiration, survey your existing customers, review your posts’ comments on social media, or talk to your sales team to learn more about your customers’ frequently asked questions. And don’t be afraid to check out your competitors for inspiration, either.
Search engine optimization (SEO) isn’t just an amazing tool for boosting search engine rankings. It’s also a great way to create readable, easily digestible content for your target audience. After all, websites require a unique style of writing, and you need to share relevant information as succinctly as possible to keep your visitors from clicking to another page.
So, how can you break through the digital noise and keep your audience engaged? Here are a few SEO best practices to keep in mind when you’re creating blog content.
Newsflash: Roofing content doesn’t have to be boring. Instead of relying on traditional text-based blog posts to keep your leads engaged, try mixing it up with different types of content. Think about it: New types of content, like pictures and videos, can help you boost engagement with click-worthy content and keep your roofing leads coming back for more.
Not sure where to start? Experiment with a few different blog styles. Depending on the topic, you might write Q&A-format blogs, listicles, “how-to” blogs, or anything else you can think of. Once you feel comfortable with blog creation, it’s time to elevate your content with visuals (think: pictures, infographics, and videos).
By incorporating visual content into your blog posts, you’ll make it easier for leads to consume content without scrolling through boring walls of text. In 2022, 87 percent of digital marketers used video as a marketing tool—and that number is only going to keep growing. Today, visual content is everywhere on the internet, and it’s becoming more popular with consumers year after year.
Of course, there’s a catch: Not all visuals are worth publishing on your website. Chances are, your leads aren’t going to waste their time watching grainy videos or looking at low-quality pictures when they could find better content on another roofing website. For the best results, steer clear of stock pictures and post professional, high-quality pictures and videos of your own work.
Your website is the hub of your digital marketing efforts. And with social media profiles, ad copy, and online directories all linking back to your website, you could be missing out on mountains of potential leads without the right website content.
The good news? No matter what your current content strategy looks like, it’s possible to revamp your roofing content to convert more leads into paying customers. That said, the perfect content marketing strategy isn’t going to happen overnight—and you’re going to need to put in the time, effort, and resources to get your roofing business in front of the right people.
Want to take the marketing tasks off your plate? At Company 119, our marketing professionals have years of experience creating tailored website content for roofers. We’re here to help you create effective content that aligns with your needs and goals—and that goes beyond shoe-horning your content into a basic template. Contact us today to learn more.
