Ways to Position Your Website for Higher Google Rankings

Are you having trouble getting your website to rank well on Google? Perhaps it’s difficult to know even where to start. There are a few “tricks of the trade” you can do to help your website reach new heights.

Read on to learn more about what you can do to increase your website’s search engine rankings.

Tips for Better Search Engine Rankings

seo rankings roofingMake your website mobile-friendly
Nowadays seemingly everyone has a mobile device around. Smartphones (iPhones, for example) or tablets (iPads or Samsung Galaxy series tablets, for instance) are popular items in the public’s hands. It’s been estimated that over time, 96% of the time a person’s mobile device won’t be more than 3 feet away from them.

As a result, many people are looking for information online – including when they need a service. But these mobile devices have smaller screen sizes than a desktop computer or laptop. Having a website be “mobile-friendly” – or formatted to fit a smaller screen – is now a factor in search engine ranking, as set by Google since April 2015. It’s ideal to have your website be “mobile-optimized” to account for this factor (plus visitors are more likely to stay on your site if it’s easy to use).

Website must load quickly on all devices
Text, pictures, video, and more – a website is packed with content. All of the content on your website’s main pages should load quickly. Using a tool like Google’s PageSpeed Insights will help you see how quickly they perform.

If it’s not loading quickly, there are ways to speed it up, such as compressing images to be of smaller size. Ask us at Top Roof Marketing for more information if this proves to be an issue.

Have a blog
As small businesses, roofing companies have tremendous opportunities in having a company blog. Regular additions of unique, compelling, educational content are a great way to attract visitors to your website. As they’re busy people, building owners won’t understand everything there is to know about their roof. This is a great way to educate them and gain their confidence.

Find out about content that would of interest to this business audience. Then once you’ve determined it, keep up regular publishing. You’ll be increasing the size of your website and can target specific areas with your posts (for instance, you could target “Commercial Roofing Contractor Cleveland OH”). Be sure to try to keep your blog on the same domain as your business site, too.

Content is king
As the saying goes, “content is king.” Creating and sharing rich, high-quality content on your blog is another way to position your website for better rankings. Google looks for content that is unique and of high quality. It’s also a means of building and sustaining a customer prospect base and increasing sales. Regularly nurture your database of connections and share this content via social media and emails, and the relationships with your prospects will grow.

Use descriptive words in URLs
Your URLs, or “web address” may contain large series of random numbers, characters, and letters. For instance: www.checkoutmywebsite.com/1ah45Xa7654. Instead of having these, use descriptive keywords in your URLs. Aside from further optimizing your website for search rankings, it’s better for branding purposes (it gives immediate information about some part of your roofing business).

An example of this can be found in www.schrockroof.com/metal-roof-coatings. You don’t even have to click on the link to know it’s all about metal roof coatings.

Find and use the right keywords
When people go online to look for roofing contractors, there are a number of common search terms they’re like to use. “Flat roof repair,” “commercial roofing services,” and “commercial roofing company” are just a few search terms.

Be sure to have these keywords incorporated into your website content. Aside from optimizing your site for these search terms (and therefore search rankings for when people look for those keywords), keyword research is a great research tool. You can learn more about what topics people are searching for in your industry. These can serve as solid future topics to cover on your business site.

If possible, use a .com domain
According to data from Searchmetrics, 84% of top-ranking website pages use .com for their “top-level” domain. If you can, using a .com in your own domain can also be an improving factor.

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Interested in Having Your Website Perform Better?

At Top Roof Marketing, we have a team of marketers who specialize in the commercial roofing industry. This industry-specific knowledge is married with our team’s knowledge of the latest trends in digital and real-world marketing. Together, it creates a powerful value for our clients.

To learn more about how Top Roof Marketing can help you in the digital space, give us a call at (800) 795-2187. It would be our pleasure to discuss how we can be of assistance!

Recapping Client Success and Growth

It’s been yet another great year here at Top Roof Marketing. We wanted to highlight some of the great ways we’ve been able to serve our valued clients.

Mailers

commercial roofing marketingAt present, we’ve been privileged to increase direct mail services by well over 60%. Last year at this time, Top Roof Marketing designed and sent out 300,000+ mailer pieces for commercial roofing contractors throughout the United States. This year we’ve already exceeded well over 1/2 million mailer pieces!

Because of our commitment to strong results, our dedicated team members continue to improve upon existing mailer designs with great success. This year has also seen the introduction of new marketing messages via newly unveiled mailer designs. These new approaches have produced outstanding results for our clients and their contracting businesses!

Notable Mailer Results (Leads Reported per 5,000)

  • Cudeso Roofing – 10 calls first day – 25+ calls overall
  • DB Roofing Solutions – 3 calls first day – 27 calls in a month
  • Midwest Roofing – 8 calls in 7 days – 22 leads in a month
  • Walker Valley Roofing – 4 calls in one day – 15 calls in a month
  • Beachy Roofing – 18-19 calls after two weeks

How do we know these numbers? We ask our clients! We’re always optimizing our designs using the feedback provided. It’s the only way to truly know what works best. Our goal is to always maintain the greatest reputation for getting the most calls per dollar spent.

Websites

commercial roofing websitesUp to this point, Top Roof Marketing’s website development team has completed or is in the process of doing 50+ website projects. We continue to improve our knowledge of the Web and create new, engaging, standout content for client projects. It is reported these innovations have been effective in compelling prospects to reach out for roof appointments.

We’re pleased to note clients have achieved great results with strategic combos of a website and direct mail campaigns for generating leads. On April 21, 2015, Google shifted its back-end processes so websites that are “mobile-friendly” would rank higher. Top Roof Marketing helped many clients change over their websites to fit the screen size of smartphones and tablets. Our team also built many new, top-of-the-line mobile-friendly websites.

Notable Testimonials

  • “I had Top Roof Marketing do a new website and mailer advertising campaign. All I can say is WOW!!! Jonathan and his team did a magnificent job! They basically take care of all the work and check in with me from time to time to see if I like what they have done. I give them a few ideas and they run with it. They have done everything I have asked for and then some. With the combination of mailers and website, this has been my best sales year ever, and the year is only getting started! The website has been a tremendous marketing tool. When I get a call from my mailers I tell them to go to my website, if they haven’t already done so. By the time I get to looking at their roof the job is practically already sold!!! If you’re looking to improve your sales call TOP ROOF MARKETING! They are extremely professional and knowledgeable.” – Don, Hoppe Roofing, 4-year Conklin Master Contractor and now 5-year Master Contractor thanks to Top Roof Marketing
  • “I’m tremendously pleased with Top Roof Marketing’s mailers and website that they created for me this year. Jonathan and his team did an absolutely phenomenal job on my company website. They went way out of their way to make sure I got a professional mailer that was right for my area. With about 6,000 mailers, I got around 30 leads this year. In the past two years I sent out 9,000 each year and got around 20 to 25 leads in the two years. Would highly recommend them, especially if you’re looking to expand your business. Very pleased with them and results I got.” – Daniel, DB Roofing Solutions
  • “I was very impressed with the number of calls I got off my first mailing. Never did one before and Top Roof Marketing did a great job making a custom logo and answering all my questions. We got 19 calls off 5,000 mailers and one contract was signed on the spot. Also very happy with the service and plan on doing another mailing soon.” – Raymond, Beachy Roofing
  • “Great people! I have a Conklin roofing business and I used this company to do my mailing and was really impressed. Had 10 calls from 2,500 mailers. They created me a new logo too and really did a good job. Highly recommend them!” – Kenny, Badgerland Roofing Solutions
  • “I would like to thank you and your team for the awesome job you guys did with our direct mailer. We received lots of calls anywhere from 2,000 to 75,000 square feet roofs. Thanks again for your professional support!” – Matt, Nisley’s Quality Coatings

Continuing Education

Why choose us?

  • Industry Knowledge
  • Fine-Tuned Strategies
  • Commitment to Quality

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As a marketing firm for commercial roofers, Top Roof Marketing stands out with our expertise in the commercial roofing industry. Insights have been gained from hundreds of man-hours of research, internal data, insights from roofers, and active client feedback.

Our team members continue to be on the cusp of best marketing practices, too. Continuing education efforts include attendance at manufacturer applicator training programs, commercial roofing workshops, conventions, and other programs to learn from others. You can count on us to help you keep on the cutting-edge of effective roofer marketing!

We look forward to serving you in the future! If you have any questions about how Top Roof Marketing can help your business, give us a call at (800) 795-2187. We look forward to hearing from you!

How NOT to Market Yourself in the Commercial Roofing Industry

commercial-roofing-adviceGetting your business services in front of the right people can be a complicated task. For many commercial roofers, it’s nearly impossible to rely solely on word-of-mouth advertising for steady work and growth. Either way, no matter how skilled of a team you’ve assembled, or how well you demonstrate customer service, you can’t turn a profit if no one knows about you. In this day and age, marketing is king.

Instead of the usual, “How to Market Your Business,” we’ll provide some tips on how NOT to market yourself. Avoid the following no-no’s like the plague:

1. Waiting too late in the year to send out direct mailers. Most building owners will have picked a commercial roofer by the end of summer, and sometimes even earlier. Don’t procrastinate getting your mailers together.

2. Along similar lines, don’t wait too long to do any advertising or outreach at all. Time is money, after all, and if you’re not actively marketing yourself, you’re losing ground and opportunities to the competition. The key to be both timely and consistent.

3. Marketing may be king, but commoners are still necessary to run a kingdom. In other words, don’t rely ONLY upon marketing and advertising to land commercial jobs. Times have changed, but this is still an old school market at heart. Your own initiative is both necessary and worthwhile. By combining marketing and advertising with good ol’ fashion pounding the pavement, you’ll greatly up your chances for success.

4. Thinking one singular strategy or one marketing initiative is going to be enough. The best results come when marketing campaigns are strategically blended together — for example, sending direct mail out to building owners, facility mangers, and property management groups, and then following up with those prospects with cold calling after they’ve received the direct mail. Chances are, the first time someone sees your name, they’ll move on without engaging. It’s the second and third attempts that tend to pay dividends.

5. Don’t be timid. Even if you’re uncomfortable in social situations, you’re going to need to network with local business owners. Go to local meetings where prospects for jobs are likely to meet (real estate broker events, chamber of commerce events, etc.) and mention to your existing contacts about roofing services offered. Don’t be afraid to engage in cold calling either, whether in person at strategic locations or over the phone.

Why choose us?

  • Industry Knowledge
  • Fine-Tuned Strategies
  • Commitment to Quality

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Following the advice above will greatly increase your chances for success. A prosperous business combines a talented workforce and great marketing. One without the other will only get you so far.

We hope these tips help you. If you’re looking for a company that truly understands your market and can provide the best outreach strategies, contact our team.

Top Roof Marketing is a full-service firm that focuses on the commercial roofing industry and has helped dozens of companies achieve greater success through proven tactics. Because we offer all services, you never have to worry about us swaying you a certain way. For more info, call us at 800-795-2087.

The Importance of Commercial Roofing Marketing in Springtime

Today’s blog post covers a staple in the commercial roofing industry: commercial roofing marketing.

Marketing – it’s one of those buzzwords that commercial roofing companies come across often. Of course it’s a key foundation for any commercial roofing company, regardless of how established they are. But when are the best times to engage in marketing for the best return on investment (ROI)?

In a nutshell, the best time frame is just before and during the springtime. It’s a time period in which companies, building owners, and facility managers are determining their budget priorities for the year. And the notable changes in weather patterns during this time of year has a tremendous impact on commercial roofing sales. Efforts should center on capitalizing on these weather changes for maximum roofing job opportunities.

Let’s cover in more detail why these factors make the springtime so critical for commercial roofing contractor marketing – and how you can leverage them for your own benefit, too.

Strengthening Your Business with Springtime Roofing Marketing

Here are a few real-world factors which impact the timing of roofing contractor marketing.

The effects of the winter season.

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There are many winter effects which can compromise a commercial roof’s performance. This is especially true when a roof is getting close to the end of its service life. Here are just a few wintertime factors which have been known to contribute to a roof’s demise:

• Heavy snowfall
• Pronounced temperature lows
• Lingering snow and debris on a roof
• Freeze-and-thaw cycles throughout the season
• Extreme temperature fluctuations
• Ice dams

These winter effects are hard on commercial roofs. They can bring up new roofing issues or make old problems even worse. For instance, as warmer weather comes about, snow piles on a flat roof system could turn into ponding water. Let’s say this roof does not have proper drainage. As the snow melts, this resulting water can linger and put undue stress on the flat roof system – which gives way to leaks or other costly damage. In these instances, customers will need roofing companies to handle these needs.

Increased rainfall.
In the springtime, climate patterns tend to include more rainfall. With this heavier rainfall, storm activity can pick up – including hail, powerful winds, and rain itself. This storm activity can wreak havoc on commercial roofs. For instance, the National Weather Service estimates that hail alone – just one part of storm related damage – accounts for $1 billion in property damages nationwide each year. And water damage is attributable to millions of dollars in countrywide property damages, as well.

In short, this storm activity can compromise a roof’s performance. Technical equipment, business inventory, and other valuable assets could be at risk. With the pickup in storm activity, the demand for commercial roofing services goes up. And roofing companies that did marketing and got prospective customers’ attention at this time can benefit.

Decision-making in the new year.
When their roofs are having trouble, building owners and managers will set aside funds to resolve these issues. As mentioned above, winter effects and increased storm activity are likely to create new issues or make old ones worse.

As a new year rolls in, it’s not unusual for these decision-makers to begin making decisions about who is going to service their roof. After all, they’re just coming off the winter season. And they need these issues addressed before springtime storms begin rolling in. For best results, it’s advisable for roofing companies to engage in marketing efforts at this time. That way they get these prospects’ attention when their focus is on their roof – and when they are consciously looking for a solution to their roofing problems.

What Are Effective Commercial Roofing Marketing Strategies?

commercial marketing ideasFor roofing contractors, there are many effective vehicles by which to engage building owners and facility managers. With a strategic blend of real-world and digital marketing efforts, contractors can open up new job prospects.

These marketing strategies include:

• Direct mail and telemarketing campaigns
• Business cards, handouts, and other print materials for in-person networking
• Websites and social media for when people look for roofing companies online
• Email marketing for digital outreach to customer prospects
• Local online directories with company listings and locations

These marketing methods can be blended together and used for greater local market gains. And if you want to delegate your marketing to a marketing firm so you can focus on your roofing business – make sure your marketing firm understands the commercial roofing industry.

Gauging the Effectiveness of Direct Mail for Roofers

direct mail mapDirect mailers are one way of bringing in the roofing leads. You can target specific areas and customize your lead demographics. But as we discussed in a previous blog post, direct mail’s results depend heavily on precise lead targeting. And that means that factors such as the mailing list need to be of good quality.

Here are a few other things to consider when you’re considering your direct mail needs.

Who will be receiving the mail piece?

One of the first questions to ask is who will be receiving your mailer. Some mailing companies champion the value of getting mailers into the hands of building owners. But this one-size-fits-all approach is hardly completely effective in all cases.

  • Oftentimes building owners are investors who are out-of-the-loop
  • Many of these figureheads do business out-of-state and aren’t around to fret over such specific details
  • Building owners can have many buildings – they don’t worry about those property assets’ day-to-day operations and maintenance decisions
  • These building owners often hire property managers or on-site plant managers to handle these details for them – and so the property overseers are the final decision-makers for roofing needs

These are just a few reasons of why targeting building owners alone isn’t effective.

What about the mailing company?

Aside from lead targeting, there are a few other things to consider about your mailing company. Here are a few things to keep in mind:

Ask the mailing company where its data comes from

◦ If they say they compile their own data, make sure the company is able to spend the millions of dollars it takes to compile accurate information nationwide

◦ If they lack these resources and are misrepresenting themselves – it’s time to start looking for a new mailing company that is actually honest

Be sure to ask how often their data is updated and about their method of verifying data

◦ It’s important to judge whether this method of data verification is accurate

◦ Data updates will definitely have a big impact on your mailer campaign ROI – be sure it’s current!

All in all, it’s advisable to take time to research the company fully before making any decision.

Effective Direct Mail for Roofers Campaigns a Call Away

Why choose us?

  • Industry Knowledge
  • Fine-Tuned Strategies
  • Commitment to Quality

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At Top Roof Marketing, we’ve taken the time to learn these ins-and-outs and have selected a top-tier data provider to maximize results (click for more info on InfoGroup). It’s another way of making sure our clients get the best service. And we offer effective direct mail campaigns and other tested-and-proven print and digital marketing campaigns to help you bring in the leads. You can count on our knowledge, expertise, and dedication for your commercial roofing company’s needs.

To learn more about how we can serve you, give us a call today at (800) 795-2187. We look forward to hearing from you and to the possibility of earning your business!