Roofing Lead Generation: A Quick Guide For Roofers (2024)

ByIan Harmon
roofing-lead-generation-guide

In the competitive roofing industry, getting new leads is crucial for growing your business. With more competition in the UK market, it’s more important than ever to have a solid lead generation plan.

This guide will provide you with practical tips to help you get more quality roofing leads and grow your customer base.

Online Roofing Lead Generation Strategies

Online strategies are essential for reaching potential customers where they spend most of their time: on the internet. Below are key tactics you can use to generate roofing leads online.

Creating A Website That Converts Visitors Into Leads

A well-designed website for your roofing company is one of the most important tools for getting roofing leads online.

Your website should clearly explain your services and have clear calls to action (CTAs), like “Get a Free Quote” or “Book an Inspection.”

A strong website is the foundation of your online lead generation strategy.

Focus on user experience – make sure your site is mobile-friendly, easy to navigate and loads quickly.

Very quick.

40% of users abandon a website that takes more than 3 seconds to load.

53% of mobile users will leave a site that takes longer than 3 seconds to load

If your website runs on WordPress, then have a read of our blog post on how to improve your WordPress site speed.

Also use high-quality images of your previous work to build trust, and include customer testimonials to provide social proof.

Paid advertising is by far the quickest way to get roofing leads online. Google Ads, for example, lets you directly target people actively searching for roofing services in Google.

While social media ads like Facebook and Instagram help you reach local homeowners while they’re scrolling through Facebook or Instagram.

For roofing leads or any home improvement service, Google Ads is the quickest way to generate new leads. If people want to find a roofer, they will go to Google and search for one.

And that’s where your ad will be.

When running Google Ads, picking the right keywords is crucial.

Many roofing companies don’t want roof repair jobs and just want ‘new roof’ leads, or commercial roofing leads. So you need to make sure your ads are not showing for search terms like “roof repair near me.”

Use keywords that potential customers are likely to search for like “new roof cost” or commercial roofing keywords like “rubber roofs [town name]”.

Also include ad extensions like call buttons to make it easy for prospects to contact you and location extensions to help to increase conversions for prospects who are more local.

Social Media Ads

Platforms like Facebook and Instagram are great for reaching homeowners. You can create ads that show your roofing projects, customer testimonials, or promotions.

Target users based on their location, interests, and demographics to make your campaign more effective.

Consider running lead generation ads, which let users fill out a contact form directly on the social media platform.

Retargeting Campaigns

Use retargeting ads on Facebook to target people who have visited your website but haven’t converted. Retargeting helps keep your business in their minds, encouraging potential customers to come back and take action.

This is also a good strategy to use with the common questions blog posts I mentioned above. Retarget people on Facebook who have read your blog post and not yet converted into a lead.

For example, you could create a retargeting campaign that highlights your excellent customer reviews.

Landing Pages

If you decide to use Google Ads or social media ads, then Landing pages are key to converting visitors into leads.

A landing page is a focused web page designed to get people to take a specific action, like filling in your enquiry form or calling you.

When someone clicks on an ad, they “land” on this page. It’s different from a normal web page because it’s specifically built to convince visitors to get in touch – no distractions, just the important information to turn visitors into leads.

They should be focused on one service e.g. roof replacements and contain certain elements like; an Attention Grabbing Headline, Contact Number, Lead Capture Form, Benefits or Key Selling Points, Testimonials, Before and After Photos, Trust Signals and a strong Call To Action (CTA)

Local SEO for Roofers

Local search engine optimization (SEO) is important for roofing businesses that rely on local customers. By optimizing your Google Business Profile (or creating one if you don’t have one) and making sure your website ranks in Google Maps results for local search terms like “roofers near me” or “roof repair [town name]”, can attract more local leads.

Google Business Profile

First, make sure you have a Google Business Profile page. It’s free to set up, and having a profile means you’ll be listed in Google Maps. If you already have one, make sure it has up-to-date contact information, pictures of your work, and as many customer reviews as you can get.

Encourage happy customers to leave reviews, as they help you stand out from your competition. We give our clients access to our Review Management System, which helps them increase the number of Google and Facebook reviews they get from their customers.

I can’t stress enough how important reviews are – not just for roofers, but for any home improvement business lead generation.

Reviews help you get more roofing leads and also convert more of them into paying customers because a lot of prospects will check your reputation online before making a decision.

Local Keywords

Use local keywords throughout your website content. Create location-specific pages if you serve different areas, and use phrases like “roofing services in [town name].”

Adding schema markup to your website can also help search engines understand your business better and show useful information in the search results.

Blog Posts For SEO

Posting content regularly, like blog posts that answer common roofing questions, can help to improve your search engines rankings and get in front of your target audience.

Focus on topics that are relevant to your local audience, like “What is the average cost of a new roof in [town name].”

Offline Lead Generation Tactics

While online strategies are crucial, offline methods remain an effective way to generate roofing leads. Below are some tried-and-true tactics you can use to expand your customer base offline.

Referrals and Word of Mouth

Referrals are one of the most valuable sources of leads for roofing businesses. Happy customers are likely to recommend your services to their friends and family. To encourage referrals, consider setting up a referral rewards program—offer discounts or gift cards to customers who refer new clients to you.

Networking and Partnerships

Building relationships with other local businesses can be a great way to get roofing leads. Partnering with builders, estate agents, or property management companies can lead to joint promotions or referrals. Participating in local events or sponsoring community activities can also help you build your brand and attract new leads.

Lead Nurturing

Getting leads is just the first step—turning those leads into paying customers is where the real value lies. Follow up with leads quickly to show that you value their interest. Use a mix of phone calls, emails, and text messages to stay in touch.

Building trust is key, so be honest, provide helpful information, and answer any questions they may have. The more trust you build, the more likely they are to choose your services.

Online reviews, mentioned above, are a big part of helping to build trust. When prospects go online looking for what people are saying about your business, you want them to see excellent reviews from past customers.

Avoiding Common Lead Generation Mistakes

Even experienced roofers can make mistakes when it comes to lead generation. Here are some common pitfalls and how to avoid them.

Not Monitoring Reviews

One of the biggest mistakes is ignoring online reviews – customers very often look at reviews before choosing a roofer, so make sure you monitor and respond to them.

Regardless of if they are positive or negative review. Always respond with a professional comment.

Diversify Your Lead Sources

Another mistake is relying too much on one lead source. Diversify your lead generation efforts so you don’t rely too much on just one method, like paid ads or referrals.

Not Tracking Leads

To get the most out of your lead generation efforts, it’s important to track where your leads are coming from. Tools like Google Analytics and customer relationship management (CRM) systems can help you measure how effective your campaigns are.

By tracking lead sources and analysing the data, you can make smart decisions about where to focus your efforts, budget, and how to improve your results.

We track all our client’s calls and lead form leads in our Lead Manager.

This is the lead portal our clients use to manage their leads; see how many has been generated, how many they’ve quoted on and how much revenue the leads have produced.

Wrap Up

Lead generation is key to the success of your roofing business. By understanding your ideal customer, using both online and offline strategies, nurturing leads, and avoiding common mistakes, you can significantly boost your roofing leads.

Start by trying one or two of the strategies discussed here and keep improving based on the results.

If you’re interested in us helping you generate high-quality, exclusive leads for your roofing company, book a quick call with us today so we can find out more about your business and see if we can help.